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Why Optimize?
Real Estate is full of people looking to buy or sell in specific regions. When you target the right regions, youll get the right clicks – clicks that convert to leads or sales.
As always, when running Google AdWords™ advertising, make sure your ads comply with our guidelines, as well as all applicable laws and regulations. For more details, please review our Terms and Conditions.
| Optimizing for Performance |
Keywords – Be Targeted & Thorough
You dont want to pay for clicks from people who arent looking for listings
in your area, or who dont need what you provide. When you create your ad, think
about how to target precisely the users that you want to attract.
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To create highly-targeted terms, combine geographic terms
(state, county & city) with core real estate keywords.
• Massachusetts home; Plymouth County properties;
Concord realtor |
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Include both singular and plural versions of real estate
terms.
• home/s; property/ies; realtor/s; broker/s |
Organization – Create Scalable, Manageable Campaigns
Structure your Campaigns and Ad Groups first by region, then by product. This
is the best way to target your audience and manage your account.
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Create state-specific campaigns.
• Massachusetts; California |
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Within campaigns, structure Ad Groups around city and
county names. The more specific you can get, the better. This ensures
scalability and easier tracking and contributes to success across the
entire Google network.
• Campaign: New York; Ad Group: Nassau
County Homes
• Campaign: New York; Ad Group: Westchester
County Homes |
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Create separate Ad Groups for each product that you offer
within a region.
• Ad Group #1: Nassau County Homes
• Ad Group #2: Nassau County Condos
• Ad Group #3: Nassau County Rentals |
Ad Text – Entice Users by Highlighting What They Want
Avoid vague ad text that doesnt mention the region or market you want to target.
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Leverage brand equity whenever possible. If youre well-known in your region, mention that well-known name. |
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Take advantage of the localized Ad Groups you created by addressing those markets in the ad text.
• View Homes in Cresskill, NJ |
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Drive your point home with a strong call to action that highlights your sites unique benefits.
• search listings; view homes; preview properties
General Ad Text:
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Descriptive Ad Text:
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| TIP:
Keyword Ideas |
1) When using
city terms, use the state abbreviation and the
state name as well. Include Boston; Boston MA
and Boston Massachusetts.
2) Review the keyword list thoroughly. Be conscious of city
terms that could easily be confused with other markets. If
you are selling Boston, GA homes you should always specify
the state as it could be easily confused with Boston, MA homes.
3) Remember to include variations of market names: New York,
New York City, NYC. |
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| Optimizing for Conversion |
Ad Text – Set User Expectations
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If signup or registration is required on your site, say so in your ad. Dont turn off potential customers by surprising them when they arrive at your site.
• Register Now to View Home Listings;
Sign Up to Contact a Local Broker
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Landing Pages – Orient Users Effectively
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Land users on the page that fits them best geographically. |
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If signup is mentioned in your ad text, land users right on the web form. Youll have less opportunity to lose them between the home page and the point of registration. |
Return to Real Estate overview
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| TIP: Organize! |
| Proper organization is critical to the success of Real Estate campaigns. Structure your campaign thoughtfully to ensure growth potential, meaningful data-mining and manageability. |
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