Guide To Google AdWords for Real Estate Investors

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Guide To Google AdWords for Real Estate Investors

What’s your biggest PPC advertising fear? Is it the cost? The potential of throwing money away? How about not having enough time to effectively manage an AdWords account?

You’re not alone. At some point, you heard that Google Ads (formerly AdWords) doesn’t work. But did you also hear how the ineffective account was structured? Did they mention what type of strategy they had?

AdWords does work so long as your strategy is effective. In fact, year after year it’s the second most consistent lead generation method for our Carrot members (behind organic leads). And that doesn’t count phone call leads and leads due to improperly placed conversion tracking tags.

This “Google AdWords For Real Estate Investors Guide” outlines the key actions you, as a Real Estate Professional, should take to create a Google Ads campaign that gives you the best chance of success.

This guide will get you on the right track — a track that can potentially change your life as it has for Carrot member, Brian Rockwell…

adwords for real estate investors success story

AdWords for Real Estate Investors: 8 Steps Away From a Successful Campaign

  1. Set expectations and create a plan.
  2. Keyword research.
  3. Use your unique selling proposition (USP) to your advantage.
  4. Find your compelling offer and make it a part of your ads.
  5. Write ads that stand out from the competition.
  6. Use a high-converting landing page that is also mobile responsive.
  7. Install-Conversion-and-Lead-Tracking.
  8. Use correct campaign settings.

Step 1. Setting Realistic Expectations and Create Your Plan

One of the most important pieces of your Google Ads account isn’t within your account but rather within your head. 

You need to have the right mindset and set realistic expectations. 

You need to have a realistic number of leads penciled in before starting. 20 leads per month might not be realistic in Tampa Florida but might be in Las Vegas.

You need to know what potential your market has and work that into your maximum monthly budget. If your budget is $1000 per month in Houston, the lead expectation would need to be low, whereas a $10,000 per month budget you can push higher lead volumes.

Setting the right expectations will help you choose a market. If you have a low monthly budget, you could consider some of the outlying areas instead of targeting Dallas as a city.

Higher budgets present more opportunities for leads as well as scaling into other markets.

You’ll also need to give Google Ads several months to gather enough data to know it’s potential. You might find Google Ads can get you 15 leads per month but out of those 15, 50% are hot. That’s a good reason to keep it and maybe even scale.

Within your plan for your campaign you MUST think about ROI too. Write this plan down and revisit it periodically. Successful investors plan their campaigns first, in order to minimize unnecessary spending and maximize the odds of creating a profitable, high-lead generating campaign.

  • Select the type of campaign you want to build. Is it going to be targeted toward buyers or sellers?
  • Determine your acceptable customer acquisition cost.
  • Estimate your maximum cost per click (CPC).

Max CPC = (profit per customer) x (sales conversion rate) x (1 – profit margin)

  • Estimate your Google AdWords advertising budget.
  • Finalize test advertising budget.

Budget to test keyword = (100 clicks) x (Estimated CPC)

Learn more about calculating your max cost per lead.

Or, take the guesswork out of your ROI calculation and use the free Carrot ROI Tool

Google AdWords for Real Estate Investors ROI Calculator

Step 2. Perform Keyword Research

Once you have your direction plan, it’s time to research your market, intent keywords, and competition.

  • Define your target customer  Most investors likely have an idea, but newer investors might need to take the time to create a customer avatar.
  • Define your target locations — You have the opportunity to target locations down to the zip code. You can even exclude zip codes.
  • Build your initial keyword list — Use resource tools such as Google Ads Keyword PlannerSEOBook, and Ubersuggest.
  • Identify keywords to block  Called negative keywords, adding these in will help block your ads from showing for the wrong searcher.
  • Sort keywords and identify customer intent keywords vs. research keywords — Research keywords might be on the edge, so be careful when choosing them. You must monitor those to make sure they’re not eating up your budget.
  • Organize your keywords into categories — For example:

Category: Sell My House Fast
Category: We Buy Houses
Category: Sell Your House Quick

This will help you build your ad groups around your keywords while staying organized.

  • Do some spying on your competitor’s keywords — SEMRush or SpyFu are two great tools that provide helpful information.

Step 3. Leverage Your Unique Selling Proposition (USP)

Your unique selling proposition, or USP, is a unique advantage that you have that no one else can claim and gives your prospective clients a compelling reason to work with you. In other words, you control the conversation by answering:

Why should prospects choose to do business with you instead of a different investor?

Your USP could be based on your high level of experience. It could be a process that you have in your real estate business that is unique. It could be the credibility that you have based on how you close deals.

Whatever the case, ask yourself what it is that no one else in your market can claim the same and add it to your ads.

Not sure what your unique selling proposition is? Watch our USP Whiteboard Strategy Sketch

Step 4. Have a Persuasive Offer

There are three factors involved in the success of your AdWords campaign: your audience, your offer, and your ad copy.

Analyze your competitor’s offers but don’t copy them. Use the information you already have on your website to create your offer. For example:

  • Offers in 24 Hours
  • Cash in 7 Days
  • No Extra Fees
  • No Agents
  • Close in 14 Days

Choose your persuasive offer structure:

  • Free Quotes
  • Special Cash Offers
  • Guarantees
  • No Commissions
  • Local Investor (Not National)

Additional Considerations:

  • Fast Closing
  • The reason why you’re making the offer. Foreclosures, distressed property, divorce, etc.
  • Target Locations (your target market locations)

The Top PPC Keywords Download

What PPC Keywords For Motivated House Sellers Net The Highest ROI? Our Analysis…

We analyzed over 3 million PPC search terms and nearly 5,500 house seller leads to find the 800 highest profit motivated seller keywords.

View The PPC Keywords Now

Step 5. Write Ad Copy That Stands Out

Pretty simple formula. The more people click your ads, the more traffic you get, increasing the opportunity for leads.

Here’s the amount of space allotted in an AdWords Ad:

Dimensions for AdWords Text Ads

Headline 1: 30 characters
Headline 2: 30 characters
Headline 3: 30 characters
Description 1: 90 characters
Description 2: 90 characters
Display URL Path (2) 15 characters each

Display URL Examples

  • www.domain.com/We-Buy-/Houses-Cash
  • www.domain.com/Sell-Your-Home/For-Cash

Ad Example #1


Ad Example #2

What you can do to increase keyword quality score, ad position, and click-through rate.

  • Use your customer intent keywords in ads to increase relevance.
  • Communicate the benefits and results of why the searcher should choose your ad. Use words like cash, fast offers, and local.
  • Include call-to-action in ads. “Sell Now”, “Contact Today!” “Don’t Wait.”

Step 6. Quality and High Converting Landing Pages That Are Mobile Responsive

Most of the time, you’ll be directing your Google Ads traffic to your homepage as the landing page. Having an optimized landing page can help to increase conversion rates and decrease your cost-per-clicks. It’s also extremely important to have a Search Engine Optimized website (like Carrot) for the growth and success of your content and search marketing plans.

See what it takes to create high converting real estate homepage…

Some websites, such as Carrot generated sites, have multiple landing pages. Just be sure that you’re keeping good data notes if you choose to A/B test landing pages.

  • Make sure you have an attention-grabbing headline.
  • You don’t need to have an over-kill of navigation options. Keep what is necessary. Eliminate any distractions.
  • Be sure to have your irresistible offer, call-to-action, lead capture form, and benefits stand out.

Build your real estate credibility and/or social proof

credibility for adwords success

real estate investor website credibility veteran owned business

Other pages that will help build credibility

  • “Contact” page.
  • Privacy Page (required for retargeting).

Mobile Responsive and Optimized Landing Pages

So, you most likely already know that your website needs to be mobile-friendly. In fact, 52% of our motivated house seller, cash buyer, and rent to own tenant leads have been from mobile devices this year (2017). That means, if your website is not mobile optimized, you’re likely losing tens of thousands of dollars per year in leads and deals without even knowing it.

Here’s what to do:

real estate investor mobile websites

Leverage mobile — Take a tour of Carrot’s mobile responsive websites

Step 7. Don’t Forget to Install Conversion and Lead Tracking

If you’re not properly tracking your conversions, you’re almost certainly going to waste your money. In order to maximize your ROI from AdWords, you must track the sales funnel from keyword to customer.

[IMPORTANT] Install Google Ads conversion tracking:

Copy and paste the “global” conversion tag on each page. With a Carrot website, this is very easy. Simply past the “global” tag in your “Additional Sitewide Tracking Scripts” under the “Settings” section.

The second “tracking” tag needs to be added to the page after the initial form signup. That page could be a thank you page or another “more information” page. For Carrot websites, this will be the Step-2 page. Copy and paste the conversation tag into the “Tracking Codes” section.

Without inserting a conversion tag, you’ll be blindly managing your campaign. If properly placed, you will be able to see value information using your Google Ads dashboard.

Find out how to make sure your conversion tracking tag is working.

  • Set up call tracking. You can either use the Google Ads call tracking feature (which will not track specific call information) or use more of a complete recording tool such as CallFire or CallRail.

Use CRM’s to track your deals:

  • Podio
  • InfusionSoft
  • SalesForce
  • Microsoft Excel
  • Google Drive Spreadsheets

Track Your KPI’s:

  • How many leads per campaign
  • How many deals per campaign
  • Deal conversion rate
  • Gross revenue per AdWords click
  • Net profit per AdWords click

Step 8. Basic Campaign Settings

The following recommended campaign settings are for an AdWords search campaign.

  • Use Search and disable the “Display Network” when first creating your campaign.
  • Advertise one target per campaign. If you have a buyer and a seller website, split those up and create two campaigns (one buyer and one seller).
  • Limit keywords per Ad Group to no more than 10. Always have 2-3 active ads split testing per Ad Group.
  • Start with Phrase Match and Exact Match keywords. Broad match keywords can drain your budget without attracting any leads. So, just beware of broad match keywords if you don’t have a large enough budget.
  • Negative Match obviously irrelevant keywords.
  • Choose your Location settings (target zip codes, city, or county).
  • Choose your Language.

Starting Off: Use AdWords bid estimation to manually set bids. Set your daily budget (Monthly Budget divided by 30.4 days).

Use Ad Extensions – Ad Extensions are free options that could get you higher click-through rates.

  • Call (Phone number)
  • Location (Link to your Google+ profile)
  • Sitelinks (Clickable links that can drive traffic to different pages on your site, such as your “About” page, “Testimonials” page, and “How We Buy Houses” page)
adwords for real estate investors sitelinks

Sitelinks

  • Call-Outs (Non-Clickable points. Great for Calls-to-Action)
  • Structured Snippets (Real estate investors don’t get many options with this one, but can use the “Types” option and list out what types of houses you buy)
real estate investor adwords structured snippets

Structured Snippets

Rotate ads evenly to split test (Settings)

  • Eventually, optimize for conversions

You now have the necessary tools and knowledge to get your real estate investor AdWords campaign up and running.

Here’s the next step:

Streamline Your Online Lead Generation With Carrot

Carrot members collectively pull in over 60,000+ opt-in leads per month and hold more page 1 Google rankings for motivated sellers, cash buyers, rent to own, and note seller phrases that matter.

Our built-in SEO Tools, Carrot conversion methodology and commitment to providing great training and support all combine to provide high achieving investors the right mix of technology and strategy to get the results you need to grow your business.

The Top PPC Keywords Download

What PPC Keywords For Motivated House Sellers Net The Highest ROI? Our Analysis…

We analyzed over 3 million PPC search terms and nearly 5,500 house seller leads to find the 800 highest profit motivated seller keywords.

View The PPC Keywords Now

Carrot Members Generated Over
68,118 Leads Last Month

Is your real estate investor website producing solid results?

Demo InvestorCarrot Today!

2 Responses to “Guide To Google AdWords for Real Estate Investors”

  1. Tyler Tyler

    Great article. How do we know what our cost per click will be? Anyway to know in advance?

    Reply
    • Alex Alex

      Hey Tyler,

      Great question. If you wanted to download our PPC report we show a variety of keywords and their CPC https://oncarrot.com/ppc-report/

      Your campaign might see different numbers of course but this should give you an idea of the level of competition for the keyword. I usually create a small campaign and run $100 to see what I can expect. Let us know if we can provide more info or insight into a specific keyword if needed. Thanks for the comment

      Reply

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