Are you ready to take the next step to your online real estate marketing? That step is creating a Google Ads account. Before you do, there are a few things to consider…
1. Planning. You need to have your real estate website dialed in with some personalization and credibility.
Your Google Ads account (formerly known as AdWords) can help you to bring qualified visitors to your real estate website. Once they’ve made it to your website, it’s YOUR duty to convince them to convert.
To make this happen, you must create pages that will compel your visitors to take action. If your pages are cluttered or lack relevant credible information, you’re going to have a leaky bucket and will more than likely be wasting money.
Take the time to focus on customizing your website a bit, especially your “Testimonials” and “Our Company” pages. Check why these two pages are so important. Also, be sure your real estate website is mobile-optimized. All Carrot websites are mobile friendly. Therefore you’re maximizing the potential of your Google ads account.
2. Commitment. You must be willing to build Google Ads into your long-term plan. Both financially and time.
It’s practically impossible to see the full potential of your Google Ads account from the start. It’s important to recognize that PPC is not a short term venture. It takes time to get a strong structure established, expand upon your keyword lists, identify negatives and test ads and landing pages.
Plus, you are likely to start off constantly changing keyword bids to fit your budget as well as keeping your ads in relevant, high performing ad positions. This typically takes 4-12 weeks to get the first phase dialed in.
3. Dedication. You must be willing to spend time your or be willing to outsource your account.
Your account is now up and running… you can sit back and relax. WRONG! There is still plenty of heavy lifting.
If you haven’t managed a PPC account before, I recommend taking serious time to do some learning. You need to be comfortable with the Google Ads dashboard as well as educated enough to make good decisions. Making the wrong choices can cost you money as well as causing your account to take a step back in productive data.
Once you comfortable enough to embark on the challenge, for at the first few months, you will need to thoroughly monitor your performance. But, that hard work will be well pay off in the end.
Take your time developing your strategy and identify your goals and calculate your cost per lead/cost per deal. You must know how much you’re willing to spend in Google ads to close a deal. As we know, all market profits aren’t created equal. An investor in New York might be able to spend more to get one deal closed over someone in Memphis. You must know your market.
Use the Carrot ROI calculator to help you figure out your cost per lead and cost per deal.
After you know your budget, you’ll need to have a solid keyword strategy in place. We’ll go deeper in match types, but for now, it’s a good idea, especially if you’re new to Google Ads, to start with highly targeted keywords and expand out into broader terms as you get more and more comfortable.
The First 3 Steps to Set Up a NEW Google Ads Account
Head to www.ads.google.com to set up an account. When creating an account, you have the option to create it under your existing Gmail account or set up a new account. Personally, I like to set up a new Gmail account ahead of time, which I use specifically for Google Ads management. This way, my personal email isn’t bombarded with emails from Google Ads.
Now that your account has been established, you must complete a few housekeeping items, such as setting your time zone and currency preferences.
Finally, you are prompted to set up billing information. With Google Ads, you have two payment options. Automatic payments allow you to pay after accruing clicks. You will be charged upon reaching your billing threshold or 30 days after your last payment, whichever comes first.
If you opt for manual payments, you will prepay Google Ads and charges will be deducted from the prepaid amount. When your prepaid balance is diminished, all advertising will be suspended until you make another payment.
You can elect to have payments drafted from either a credit card or a bank account. Keep in mind that Google must verify the bank account, which can take a little while. If you are eager to get your ads up and running, your credit card may be a better option.
You are now ready to get started creating your Google Ads campaigns for real estate. We wish you the best of luck!
Be sure to hit us up with questions in the comments section below. Also, if you’re a Carrot member, join us on our weekly Coaching Calls where we cover many PPC topics as well as SEO, lead generation, website design, and much, much more!