How To Measure The Success Of Your Real Estate PPC Campaign

“Listen… it’s not working.” Those are the same words that thousands (millions?) of real estate investors have said to the person running their PPC ads. “I’ve already spent $1,500 and I haven’t closed a single deal from those leads! If it hasn’t worked now, then it isn’t going to work.” It’s difficult to believe differently than that. After spending thousands of dollars on a campaign which isn’t delivering the kind of results your business needs, quitting seems like the only logical option. But let’s slow down for a moment. Just because you’ve spent several thousand dollars on your PPC efforts without closing a deal does not mean you’re doing something wrong. In fact, it might mean you’re doing something right. Let me explain. What Is The Goal Of Your Real Estate PPC Campaign? Is your real estate PPC campaign a success? To answer that question, you first need to determine the goal of running ads. If you’re simply trying to build brand awareness, then seeing a tangible return on your investment might be irrelevant. If you’re trying to generate leads for your email list which might turn into a closed deal down the road, then all that matters is getting new people on your email list. In those cases, use the metrics mentioned in this article to determine how successful your real estate PPC campaign is. If more likely, you’re running a PPC campaign to find motivated sellers and close deals, having a strict, tangible, profitable ROI matters a lot more. The first thing you’ll need to do, then — before you even launch your campaign, ideally — is set a realistic and profitable budget for your ads. Here’s how to do that. What is a Realistic Budget and ROI For Your Real Estate PPC Campaign? Earlier, I said, “Just because you’ve spent several thousand dollars on your PPC efforts without closing a deal does not mean you’re doing something wrong. In fact, it might mean you’re doing something right.” And I meant it. At Carrot, we know lots of real estate investors who have to spend between $1,000 and $5,000 to get a single deal. The reason for that has nothing to do with their ads being ineffective, but everything to do with thick market competition. The thicker the competition, the more investors have to spend on ads to close a single deal. Here’s the kicker, though: those investors are still making between $10,000 and $50,000 in profit as wholesale fees. So while spending up to $5k on an ad campaign might seem crazy, it’s still very profitable. Brian Rockwell is one such investor (and Carrot member!) who consistently pays several thousand dollars to close a single deal in his highly competitive market: Dallas, Texas. Here’s what he has to say about it: “Would you pay $3,000 to make $30,000? I don’t know about you, but I’d take that deal all day long.” Okay. Great. Spend money to make money. You get that. But how much money is too much money? How much should you expect to spend on your PPC campaign before closing a deal? At what point should you throw in the towel? To answer that question, check out our free-to-use ROI calculator for paid ad campaigns. You’ll just need four pieces of information in hand: Typical profit per deal Typical # of leads to close 1 deal Cost per click Website conversion rate Example: Imagine that you can safely expect to make at least $15,000 in wholesale fees on a single deal. Let’s also imagine you’re in a competitive market and that it takes you 25 leads to close … Continued

How To Build a High-Converting Landing Page For Real Estate PPC Campaigns (7 Elements With The BIGGEST Impact)

You’re spending hard-earned marketing budget on your PPC campaigns… Every penny counts. More importantly, every click counts. The worst thing that can happen is a lot of people click on your PPC ad (costing you money) but none of those people become a lead or turn into cold, hard, cash for your business. That would make your PPC campaign a waste of time and money. Which is exactly why where you send people (i.e. the landing page) when they click on your ad is so critical… If you send prospects (even motivated sellers) to a low-converting landing page, you might still get some leads, but you won’t get as many as you could (how hard is it to hit the back button and click on your competitor’s website instead?). Sadly, one lost deal could equate to between $10,000 and $50,000 down the drain depending on your business model… And that’s not money you’re willing to lose. At Carrot, we’ve generated over one million leads for real estate investors and agents, all online. During that time, we’ve learned a thing or two (or 7) about building a high-converting landing page. Let’s talk. What is a landing page for real estate PPC? A landing page is just marketing terminology for the page that you send people to in a given marketing campaign. In the case of PPC advertising, it’s the page people go to when they click on your ad. For example, if I click on this result… I go to this landing page (this is a Carrot member’s website). The reason that optimizing your landing page is so important is because it helps determine the effectiveness of your ad campaign. If the page people go to after clicking on your ad is irrelevant or unpersuasive, or even takes too long to load… they’re not going to stick around and they’re not going to become a lead. Now that you know what a landing page is and why it’s important, let’s talk about 7 elements of every landing page that has the biggest impact on conversion. 7 Elements You MUST Have on Your Real Estate Landing Page to Maximize Lead Generation High-Converting Element #1: Simple Opt-In Form At Carrot, we believe every real estate website (agent or investor) needs a high-quality, easy-to-fill-out, opt-in form. And we don’t just believe that for no reason: it’s science. We’ve run hundreds of A/B tests on our member’s websites to determine not just whether opt-in forms perform better than a “Call Now” CTA (they do), but also what types of forms perform the best. From one test we ran, we found that our member’s sites had almost a 30% conversion rate! Here’s the heatmap from the test… And here’s the data… If you want a high-converting landing page right out of the box, our Carrot sites already have all the elements mentioned in this article baked right in. Or if you want to build one yourself (no biggie!), here’s what you’ll want for your opt-in form… Keep it simple and only have 3-4 fields for people to enter their information. Set up text message notifications for when a lead opts in so you can follow up fast (Carrot does this automatically!) Make sure that the form you use is above the fold — meaning, when people land on your website, it’s the first thing they see. Have a big, clear button that’s a different color than everything else on your website. High-Converting Element #2: No Navigation Bar When people click on your PPC ad and go to your website, there’s only one thing that you want them to do… That is: give … Continued

Ad Copy For Real Estate PPC Campaigns | 8 Tips to Get You More Clicks!

Before you launch a real estate PPC campaign before you even press “Start”, you want to give that campaign the best chance of success. When it does launch, you want to collect clicks from motivated sellers or interested buyers and you want your cost-per-click to stay within budget. Easier said than done, of course. You might think that a campaign is going to convert like a million bucks, but then you launch it… and it doesn’t. (You’ve been there, right?) How can you possibly know what’s going to convert well and what isn’t before you even launch the campaign? Well, ultimately, you can’t. But you can use a few simple copywriting tricks to increase the chance that your ad is a winner. Because when it comes to platforms such as AdWords, it’s just words on a page, no images or video allowed. So let me walk you through 8 ad copy for real estate PPC campaigns tips that will have you lowering your cost-per-click and increasing your conversion rate in no time. But before we dive in, you need to beware of the character limits the different ad platforms have. Character limits can make crafting ad copy a little difficult, so you’ll need to have an idea before writing. Google Ads: Max Character LimitsHeadline 1: 30 charactersHeadline 2: 30 charactersHeadline 3: 30 charactersDescription 1: 90 charactersDescription 2: 90 charactersPath (2): 15 characters each Microsoft (Bing) Ads: Titles 30 characters each, up to three ad titlesAd text 90 characters each, up to two ad descriptionsFinal URL 2048 characters, including prefix (e.g., “www.”), suffix (e.g., “.com”), and tracking templates Facebook Ads: Facebook ad specs for single image ads are: Text: 90 charactersHeadline: 25 charactersLink Description: 30 characters Limits change a bit for carousel ads: Text: 90 charactersHeadline: 40 charactersDescription: 20 characters 8 Tips To Write High-Converting Ad Copy For Real Estate PPC Campaigns Tip #1: Write 3 Ads And Choose The Best One Writing three ads from the get-go rather than just one can help get your creative juices flowing and give you more ideas for how to connect with your audience and get them to convert. I do this for lots of different ad copy and I find that the last one I write is usually the best one, because you start getting in your flow and the ideas become more solid as you write them down. Give this a try: write down three complete ads, headlines and descriptions, and see which one you like the most. More than likely, one will stand out among the rest. This is a quick way to make sure you’re not running an ad just because it was the first thing that came to mind. Your brain needs to simmer a bit before it comes up with high-converting ad copy. Here, let me give it a swing to show you what I mean… Need to sell your home fast for cash?? Foreclosure? Probate? Divorce? We can help you through your difficult life situation, putting a fair cash amount right in your pocket faster than anyone else (within just a week). Need to sell your house for cash in one week? Foreclosure? Probate? Divorce? Whatever you’re going through, we’re real estate investors who buy properties fast for cash to the benefit of sellers like you. Sell Your House For Cash in Just One Week [1,257 Properties Purchased] Foreclosure? Probate? Divorce? Whatever you’re going through, we’re real estate investors who buy properties fast for cash to the benefit of sellers like you. We’ll make your difficult situation easier. Tip #2: Run Consistent A/B Tests If you’re in the real … Continued

EP 162: How OKC’s Largest Home Buyer Is Crushing It With TV & PPC w/ Carter Steph

  “…If you can make people feel more safe and more comfortable, you’re going to close more deals” Carter Steph, 1-800-2SellHomes Carter Steph is no newbie to real estate. Last year, he and his team brought in over $1 Million in net profits, while closing on about 20% of their leads. In this episode, he shares what he’s focusing on to stretch his margins, how they dramatically increased their lead-to-close ratio, and what key advice he has for investors that DON’T have a big marketing budget. Listen in and don’t forget to Subscribe to the CarrotCast on Apple Podcasts!  EP 162: 1-800-2SELLHOMES | How OKC’s Largest Home Buyer Is Crushing It With TV & PPC w/ Carter Steph [podcast-subscribe] Follow our Guest: Carter’s Carrot site: https://www.18002sellhomes.com/ Carter on LinkedIn: https://www.linkedin.com/in/carter-steph-76961aa7/ We want to hear your thoughts on the podcast! Drop them in the comments section below or hit us up on Facebook or Instagram

Guide to Negative Keywords for Real Estate PPC

No one likes to waste money! Negative keywords are one of the most underutilized tools PPC advertisers have at their fingertips. When used correctly, they can help you save a budget for the best quality searches. For starters, we want you to hit the ground running with your campaign quality, so we’ve added 100 negative keywords you can include in your PPC accounts. It will keep your keep ads from showing for words such as “gta” and “paint,” which are sure to accompany some keywords you’re bidding on. ⬇️ Grab a FREE Negative Keyword List for Motivated Seller Accounts at the Bottom of This Post ⬇️ Let’s say you’re an investor who’s creating your first Google Ads campaign. You’d like to show up on searches to sell a house. Although, it can be a mistake to advertise for a broad term. Here’s what can happen: Advertiser bids on “sell home” and a searcher comes along and types in “sell home furniture,” looking at the many options to sell their home furniture. Your ad featuring an option to sell their home fast for cash shows. Searcher accidentally clicks your ad, driving up your bill, without any intention of selling you their house. This is a fairly common example. As you’ll discover, from video games to furniture to spiritual statues, lots of search terms that represent something that has nothing to do with selling a house fast. What Are Negative Keywords for Real Estate & How Do They Appear In AdWords? Negative keywords give you an opportunity to block search terms that you don’t want your ad to be shown for. Let’s take a look at the common types of negative keywords that can be added: no notation at all indicates a broad match [brackets] represent a keyword in exact match “quotations” represent a keyword in phrase match You can add these negative keywords at the campaign level & ad group level. Campaign level negatives mean that those will not show within an ad group for any keyword. Ad group level means you can set a particular negative keyword for a singular ad group. For the real estate industry, it’s best practice to add negative keywords at the campaign level. Let’s take a look at how negative keywords are often used. For the real estate industry, more of the traditional use of negative keywords work well. For example, you’re looking to capture leads where people are searching looking to sell their house fast without an agent, then you’ll want to block searches for “sell house with an agent” and “find an agent to sell my house” by adding “agent” to your negative keyword list. *Tip*  You should use Google’s search terms report to find new negative keywords. But, do beware that if you choose to add keywords using this method, Google defaults them as an exact match. How to Build a Strong Negative Keyword List First, if you have a Google or Bing rep, they should be able to help you build lists of negative keywords they use for similar accounts. But, you’ll need to check to make sure these Google or Bing created lists aren’t taking away from your important search phrases. Remember, reps know their products but they probably don’t know the industry. The same might be true if you’re having someone manage your account. Next, as with planning any keyword list, you can always explore Google Ads Keyword Planner and/or using the Google Suggestion method to see related terms and understand what you might want to weed out. You’ll need to have a Google Ads account to use their … Continued

Is Bing PPC A Waste Of Time For Real Estate Investor? Absolutely Not. Here’s Why…

Are you dismissing Bing PPC because that “guy” in the online forums said it’s not worth it to use as a real estate investor or agent? Is your Google Adwords campaign killing your marketing budget? What if I told you Bing may help you attract some extra leads at a lower cost (if you do it right)? “For me, Bing Ads is too expensive. The conversion rates just suck…” via Reddit “Bing Ads are s*** compared to Google AdWords in my experience”. via Reddit We see these kinds of comments about Bing PPC for real estate online all of the time. You probably do as well. We’re often asked, “Is Bing PPC worth it as an additional source for real estate investor advertising?” So, we wanted to find out… and we started testing, which we dive into below.   Also, we’ll show some of the advantages Bing can have over AdWords. Don’t Assume That Google Adwords Is The Only Game In Town For PPC Marketing When prospects are searching online for a real estate professional (this applies to investors and agents), you want to be on the first page. Because if you are, people will click on your result, they’ll visit your website, and there’s a darn good chance they’ll even become a lead (at the very least, you can tag them once they visit your website and retarget them with Facebook ads — learn more over here). And leads from search engines are typically much higher quality than direct mail leads, bandit sign leads, or even door knocking or cold calling leads. Because they came looking for you. However, in the world of search engines and PPC, Google AdWords reigns supreme. Google, after all, dominates nearly 95% of all search engine traffic. (Image Source) But in this article, we’re not talking about Google AdWords. We’re talking about Microsoft Advertising (the advertising platform behind Bing, a search engine mockingly achronymed as “But It’s Not Google”), which holds about 2.39% of the world’s search engine market share. That begs the question: why are we talking about Microsoft Advertising at all? Well, there are a few advantages you should be aware of. Should You Use Microsoft Advertising? While holding 2.39% of the world’s search engine market share seems like a small and insignificant feat, those two percentage points still amount to 12 billion searches per month. Everyone searches online, most people do it every day, so owning a few percentage points of the world’s search engine share is more powerful than it seems. And here’s the other thing: most people only really use one search engine. Think about it, if you’re a Google user (and you probably are), when is the last time you searched using Bing, or Yahoo, or DuckDuckGo? Yeah… don’t even remember. Neither do I. And neither do most people. The vast majority of online searchers use a single search engine and rarely digress. This means that the people who search using Bing… you’ll almost never reach those same searchers with Google AdWords. Conversely, you’ll almost never reach Google AdWords users when using Microsoft Advertising. Searchers don’t cross platforms. Which means, in order to reach all of your prospects, your business should. But look — I’m not going to tell you that you have to advertise on Bing; it’s your call. I just want to point out that running a Microsoft Advertising campaign in addition to your Google AdWord’s campaign can give you a competitive edge in your market: you’ll reach the people who your competitors aren’t probably even advertising to. Because since Google is the biggest, most visible search engine, … Continued

5 Pre-Launch Steps to Set Your Real Estate PPC Campaign Up For Success

When you click that big red launch button… Something’s gonna happen. Either the campaigns that you created will give you a healthy ROI — the phone will ring, leads will flow, and deals will close. OR… crickets. And if you’ve ever tried your luck at PPC ads for your real estate investing business before, then you’ve probably experienced just as many crickets as conversions (or maybe a few more of the crickets…). That isn’t because PPC advertising doesn’t work for the real estate industry. For many of our members at Carrot, paid ads drive business revenue BIG time. If you do it right, then paid advertising can become a real driving force for your business — a tool you can depend upon to create quick lead generation and revenue flow. But getting it right, of course, is sort of the issue. Truth is, the success of your PPC campaign for finding motivated searchers (buyers or sellers) depends largely upon one thing: how you prepare before you launch. Here are 5 pre-launch steps to give your real estate PPC campaigns the best possible chance of success Step #1: Do Market-Specific Keyword Research (Image Source) Perhaps the biggest mistake that new PPC advertisers make is launching a campaign without first doing market research. It’s remarkably easy to assume that you know your market already. After all, you’ve probably talked with your market, done at least a few deals, and maybe even lived in your area of operation for quite some time. Regardless, don’t skip this step. ;) Spending a little extra time to ensure you’re targeting the right people with your PPC campaign and writing copy that resonates with their problems, pains, fears, and desires is the single most powerful thing you can do to increase your ROI and website conversion rate once launched. In regards to PPC, keyword research is the equivalent of market research. You can use Google AdWords Keyword Planner and/or Ubersuggest to perform your research. Here’s what you want to pay attention to… Competition — How many other people are competing for this keyword phrase? The more people you’re competing with, the higher your cost-per-click will soar. This isn’t necessarily a bad thing. So long as the keyword phrase is high value and you can afford the cost-per-click while maintaining a healthy ROI, then high competition might be an indicator of a valuable keyword phrase. If you have a smaller budget, though, then you might consider targeting something less competitive. Suggested Bid — In Google AdWords Keyword Planner, this is the number that Google suggests you bid in order to get consistent clicks and impressions. When you see this number, keep your budget in mind and ensure that the two numbers line up for a healthy ROI. Search Volume — This is the monthly number of people who search for a given keyword phrase every month. More search volume means more people to get your ad in front of. Low search volume means the opposite. Intent — This is perhaps the most important part of your keyword research. What is the intent behind the keyword that you’re considering targeting with your PPC campaign? If the person is looking for a real estate agent and you’re a wholesaler, for instance, then the keyword won’t bring you many conversions. Regardless of search volume, competition, and suggested bid, the intent of the searcher, what they actually want when they type that into Google, should make the final decision about which keywords you target and which ones you throw out. Step #2: Analyze Your Competition (Image Source) In addition to doing market research, it’s also worth spending a bit of … Continued

SEO vs PPC For Real Estate Investors – Which Is Best? [Infographic]

The age old question for real estate investors and agents… SEO or PPC for real estate investing leads? Which one do I start first and which one is right for me? Well, we whipped up a handy infographic to walk you through some of the most important things to consider when looking at SEO or PPC to help attract leads online for motivated house sellers, rent to own tenants, buyers and basically any other type of lead. At first glance you may be thinking… “But both SEO and PPC are basically going after the same people searching the same phrases… shouldn’t I just do both?” Choosing how to drive traffic to your real estate investing website and how to ramp things up is a pretty darn important decision. Yes, both are ways to get you in front of the motivated house sellers, cash buyers, tenants, rent to own tenants, note sellers… yadda yadda yadda… but both are fundamentally different and they each have massive pros and cons that you should consider. For instance, as you’ll see below, the amount of time and money you have to invest in your online marketing are going to dictate whether SEO or PPC is best for you right now. One gets leads more quickly but requires a money budget to launch. While the other one takes longer to get results but can yield the single highest ROI (return on investment) of any online marketing strategy we use. Learn more about the differences of SEO and PPC marketing as a real estate investor in the infographic below, and if you enjoy it share it up online! SEO vs PPC For Real Estate Investors [share] Share This “SEO vs. PPC” Infographic On Your Site <a href=”https://cdn.carrot.com/uploads/seo-vs-ppc-infographic-2016-real-estate-investor-carrot-2.png”><img src=”https://cdn.carrot.com/uploads/seo-vs-ppc-infographic-2016-real-estate-investor-carrot-2.png” alt=”SEO vs. PPC Marketing For Real Estate: Which Is Better?” width=”800″ border=”0″ /></a> [share] 5 Signs You’re Likely To Fail As An Entrepreneur And Real Estate Investor Let’s Sum It Up For You… When you’re looking at SEO and PPC to attract real estate investing leads like motivated sellers, cash buyers, tenant buyers, etc… here are a few things to consider. How SEO Can Help You As A Real Estate Investor Or Agent The goal of any solid SEO strategy is to get your real estate investor site showing up at the top of search engine results pages. And, even more importantly, in the top spots of Google, specifically. If you aren’t one of the sites that is on top, you won’t be getting the sort of traffic you need. SEO can also build trust in the eyes of the potential lead. Research of search trends has shown that 85% of clicks go to organic SEO. In fact, during July 2018, the #1 lead generation source was “Organic Search” which is a month-over-month occurrence. In a snapshot, Organic leads accounted for 36.4% of all leads. For reference, PPC accounted for 12.3%.   SEO is about building your authority, demonstrating your relevance and getting your site matched to the right search keywords. It can be a long-term process, but one that is essential to your website’s performance. Once you have the necessary building blocks of how to achieve high rankings in search engines, the sky’s the limit! SEO (Organic) Search Engine Results [cta offer=”seobible”] Benefits of SEO and Content Marketing 1. It’s free if you do it yourself A clear benefit to SEO is that it’s free to do. Unlike PPC, you don’t have to pay for it. You just need to invest your time implementing the best practices across your site. But with that, comes a whole check list of ‘best practices’ including making sure it’s search engine … Continued