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9 June 2016

Real Estate Marketing 101: Google Adwords

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Google is one of the most powerful tools of the digital age. However, just because the Internet makes it easy to list properties doesn’t mean it’s easy for potential homebuyers to find them. Your website and efforts can be lost among the hundreds of search results provided with any given search, but with a Google Adwords campaign, you can not only ensure your website shows at the top of search results (increasing the total number of visitors to your site), but you can target specific audiences, drive leads, and increase your chances of success.

Compared with other advertising solutions, Google Adwords requires little time, effort, and money. Yet, the benefits and potential return on investment are tremendous.

How Does Google Adwords Work?

If you do a search on Google, you will see Google Ads show above and below organic search results (Google Ads will be colored differently to denote their sponsored status). Which ads appear for a search result depends on two basic variables: keywords and bidding. Keywords are specific search terms the advertiser selects to target. Bidding is a system through which advertisers set the dollar amount they are willing to pay for a click. The higher or more competitive the bid, the more likely an ad is to show above other advertisements. Google Adwords is a PPC (pay-per-click) ad solution, meaning you will only pay if someone clicks on your real estate marketing ad. In other words, you only pay for the traffic you receive.

Choose Your Keywords Carefully

Before opting for Google Adwords, you must first find the keywords that will bring you the most value. You need to determine what you want people to search for in order to find you. For example, if you focus your business on a particular location, a keyword you might want to focus on is “homes for sale in [city],” as it would pertain to potential clients searching for your area. Additionally, you may want to select different keywords if you are looking to attract homebuyers or home sellers. Greater specificity yields a more refined target audience and less competitive/costly advertising space.

How to Start a Google Adwords Campaign

Starting a Google ad campaign is fairly easy. The first step is to create a Google AdWords account – there are no upfront costs to do so. Once that is completed, click on the “Campaigns” link in the top menu. Then, select “Create New Campaign” and the easy-to-follow steps will help you complete the process. If you are unsure of what some of the Google Adwords marketing terms mean, you can always refer back to the Google AdWords Guide.

Your real estate marketing strategy should be vast, but the power of the Internet should certainly be a key factor when implementing new tactics. With Google Adwords, you’ll begin to build a following and a strong brand presence to carry your business into the future.

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