Could paid marketing be the key that takes your business to the next level?
It’s widely accepted that the time has come for agents to spend more time on their digital marketing. Improving their?copy ,?social media postings,?SEO visibility ?and online presence are essential to survive in this digital world. These days, most vendors are turning to Google and other online platforms when it comes to finding an agent to instruct. Moreover, home buyers start their search online.
This means agents need to work harder to build up a strong online presence, making buyers and sellers aware of their services before they are ready to engage. We’ve already covered?SEO basics ?and?SEO content , but here’s how to ramp up your search engine marketing (SEM).
Pay-per-click, also known as PPC, advertising is an excellent strategy for Estate Agents looking to generate new leads based on ads that they pay for every time the ad is clicked. Essentially, it means buying search engine result visibility in those first few Google search results.
Often, PPC ads can be targeted toward individuals who have searched for correlated keywords in Google or another search engine. But the term ‘PPC’ isn’t exclusive to Google Ads. Bing, Facebook and other publishers who offer paid advertising opportunities fall under the umbrella of PPC.
It’s a sure-fire way to make it to the top of the search results for a chosen keyword or phrase, especially if the keywords are local. When done correctly, PPC can earn you quality leads. And if you create a seamless user journey, it could mean a significant ROI for your PPC efforts.
But that’s not all. There are plenty of reasons to give a PPC campaign a whirl:
领英推荐
Due to the wide array of competitors in the market, it’s important that campaigns are created with the user in mind. Also ensure that the keywords are relevant to what the customer requires. If you bid for a keyword that isn’t relevant to your page or service, you’re only going to waste money.
Additionally, it’s essential that your website design is structured in a way that all text adverts are directed to relevant landing pages. Again, relevancy is key here.
With PPC, you deliver results to the targeted people at the exact moment they’re showing interest. You’re advertising to someone who is likely at the first stage in their journey, so this is the ideal opportunity to gain trust. In doing this, you’re far more likely to achieve results and generate a conversion.
Our content marketing whizz, Beth Heddle , says there is a significant benefit for Estate Agents leveraging PPC. “PPC is a highly engaging way to promote your Estate Agency and drive traffic from search engines directly to your website.”
“Unlike many forms of marketing, PPC has the power to bring in huge returns depending on the targeting. It's incredibly flexible which enables you to make decisions based on performance and tweak the back end in moments.”
And as for timings? "It can take up to 6 months to see the full impact of PPC, but most will be seeing results within 3 as Google becomes more familiar with the campaign."
PPC is a wonderful tool to use when looking for local interest as you can target your ads to specific geographical locations. This is extremely useful as common search terms include the phrase “near me”. By having an active Google My Business account, it’s possible that the search results will show a map of your location (with your agency listed).
Focus more and bid on specific locations in your targeted area. For example, you may choose to use a term such as “Estate Agent in Carlisle.” Then, incrementally bid lower the further from your specified target location as the quality of the lead will decrease.
For more articles,?tips and information?on generating and converting leads as an Estate Agent,?read more of our Boomin Ahead LinkedIn newsletters here .