Promoting a real estate website on Google Ads may require lot of work given that real estate websites contain tens or even hundreds of thousands of pages, either indexed in Google SERP or not (very important detail and i’ll explain later why, so stay tuned). Of course, you may want to take into consideration both search and display Google Ads campaigns. So, let’s dive in:
Promoting a real estate website – Search Google Ads campaigns
First of all, think of a good structure strategy of your Google Ads campaigns. You’ll want to structure your campaign strategy based on service provided (properties for sale and properties for rent), by property type (apartments, houses, offices, etc) or by targeted location.
Although the many recommend to create campaigns at keyword level, you’ll end up with tens or even hundreds of campaigns, which will be very hard to follow and report. That’s why I recommend structuring the campaigns as follows:
Campaign structure: Property service (Rent / Sale); you might also want to add the Location here, example: “Zurich Rentals”
Adgroup structure: Property type (Apartment, House, Office)
So, you end up having, say, one campaign called “Zurich Rentals” and 3 Adgroups assigned to it, like this: Adgroup 1 called “Apartments”, Adgroup 2 called “Houses” & Adgroup 3 called “Offices”. In this case, you will target keywords like “zurich apartment rentals” for the first Adroup, “zurich house rentals” for the second Adgroup and so forth.
Of course, i recommend to play with all keyword variations, Exact, Broad Modifier, Phrase, although recently Google announced that these variations changed their inclusion rules.
Assuming that your website is properly indexed in Google, you can already use and focus on Dynamic Ad Targets feature in Google Ads, especially if you have so many property pages you want to promote. This means that you can create campaigns without targeting particular keywords, but let Google decide which search terms and URLs of your website will be assigned to your dynamic Ad.
In case your real estate website is not properly indexed or at least you still have important pages that have not been indexed by Google for any particular reason, you may want to use Feeds with all these URLs that you can upload in Google Business data and which you can later use for your DSA (Dynamic Search Ads) campaigns. This will assure you that your campaigns will cover as many pages on your site as possible.
Based on your business model, you will also need to configure your campaigns while taking into consideration business schedule, devices that you want to focus on, extensions that can improve your quality score and lower your CPC, phone call tracking of your real estate agents, conversion setups (both macro and microconversions).
Macroconversions may include real estate agency or agent contact forms and phone calls, visits to the agency, property application forms and demands. Microconversions may include phone taps, email taps, show phone number (in case it’s hidden by default), etc. Don’t forget to use the Data-Driven attribution model as Google allows you to opt-in for this in case you have a consistent conversion history on your account.
Concerning the bidding strategy, I highly recommend opting for Maximize Conversions or Target CPA in case you want to stay within a given budget range. If the website is new, you may want to go for CPM or Maximize Clicks strategies. You can use Search Campaigns for remarketing, too, but first make sure you first create an Audience based on people who previously visited your website or particular pages (but didn’t convert). Such campaigns have a higher conversion rate potential since they are meant to target these hot leads.
Finally, make sure you run experiments and A/B tests so that you can always be sure that you run the right strategy.
Promoting a real estate website – Display Google Ads campaigns
Unlike Search Google Ads campaigns, Display campaigns are most recommended for brand awareness and remarketing objectives. And similar to Search campaigns, you can run dynamic Ads. This means that people that are already interested in your services may see the real estate properties they previously visited on the website directly in the Ads as they browse other websites.
Display Google Ads campaigns gives you the possibility to use single image Ads, gallery Ads or carousel Ads which allows people to browse across your promoted properties before clicking on the right one and get on your website.
Usually, Display campaigns are cheaper than Search campaigns since your Ads are displayed on the Google Display Network, which today includes 2 billion websites worldwide. Also, concerning the bidding strategies, Target CPA is the most recommended strategy, at least for a remarketing campaign.
As for the Audiences, you can target people who are actively searching for similar products and services, including leads that are very likely to convert immediately. In this case, your Display campaign structure should be mainly based on peoples’ intent and their behaviour.
Very important to mention that although there are plenty of third party tools that help you create Display campaigns, these tools barely cover half of the Google Display Network inventory, which means that you may risk to have your Ads displayed on irrelevant websites, like spam or poor-quality domains. They may be a little bit more expensive, as well, so make sure you think twice before deciding the platform that you’ll promote the real estate website on.