The clue is in the name, pay per click is a method of advertising that charges a fixed amount (set by you) when someone clicks on your advert. It is becoming one of the most popular forms of online marketing and is a strategy that estate agents should give serious consideration.
Google look at a number of factors when determining your estate agents "quality score" but the biggest influencer is your CTR. Put simply this is how many clicks your advert receives divided by the times it is seen. A badly performing ad can have a negative impact on your "quality score" months later. The good thing about PPC though is, with careful monitoring, you can tweak that advert and turn it round improving your "quality score" significantly. Hometrade has managed PPC campaigns for estate agents across the UK we fine-tune and optimise your adverts to maximise your click through rate.
Google also look at your landing pages and it is crucial to get these right if you want your pay per click campaign to succeed and improve your "quality score" Landing pages are not web pages and need to be designed differently. The worst mistake an estate agent could make is sending a PPC visitor to their website homepage, it is just too generic. Landing pages are focused on one objective and should be designed and optimised purely for that goal. Google need to see these elements on your landing page.
A successful landing page needs to be relevant and give a singular message. Yes, you might have commercial and residential properties all over the county but if this is the case it is important to have several landing pages, not try to cover all bases with one. The more landing pages you have the more opportunity to create leads and the more relevant the information you provide to the search the more likely your advert will be shown. Keeping it simple, clear and focused is the best way to achieve the desired results.
It is important to make sure your landing page loads fast and leave out the clutter. All the information about who you are and what you do is on your website so don't try to cram it into a landing page. Keep it simple, you have paid for that visitor, so it is important you keep them there with the information they require and call to action button being "above the fold" Don't annoy them with pop-ups and perhaps most importantly of all make sure the landing page is just as easy to navigate on mobile and handheld devices.
Estate agents have the disadvantage of being similar to each other and this is reflected in their websites and landing pages (Go online and check) Google likes to see something different and original (but still relevant) Utilise visual elements to get your point across and think outside the box. Not only will this grab the user's attention if optimised correctly it will help your organic SEO by being found for current long-tail keywords that are perhaps not implemented on your website.
If PPC is eating up your marketing budget without producing a significant ROI it is not being managed correctly and there is something wrong with either your bidding management or landing pages. With traditional advertising, you pay for the ad and that's it. If it produces nothing you still pay, whereas with pay per click you have the data and can make ongoing alterations to the ad to ensure it gets the best results. We analyse and monitor all our pay per click campaigns for estate agents and because we specialise in this sector we have the expert knowledge to ensure you get the maximum results for minimum cost.
1. You set your budget
2. It can produce really quick results (If you get it right)
3. Targets the consumer at the right time, right place
4. Can improve other online marketing by showing what keywords work
5. You only pay when someone clicks
6. Helps with Branding
7. Drives traffic to your website
8. Can provide a fantastic ROI
Pay per click for estate agents is a fantastic solution if you want to see results fast. Yes, it really can get you to the top of Google within hours. It is also great if you have a promotion, time limited offer or even if you want keyword domination for your local area. It helps build your local brand and drives traffic to your website.
What it isn't, is a magic wand, it cannot transform your business and in fact can be an expensive mistake if not managed by somebody who knows what they are doing. That is why it pays to hire a professional who understands your target market and what you are looking to achieve.
Hometrade has that experience and knowledge, we use proven techniques for head and long-tail keywords searches, we exclude negative keywords and focus our efforts on producing the maximum results while keeping costs down.