In the realm of online marketing, there are many tools one can utilise to advertise their brand.
But one of the best methods?
Google Ads!
It is quite fast in achieving your objective of promoting your service.
You can use Google Ads to get your potential buyers to notice your real estate business, easily!
All you need is an objective to advertise, a set of creatives to promote your agency, and some money to get you started.
In this blog, you will learn why to use Google Ads, what a Google Ad Campaign is, and a step-by-step process on how to set up a revenue-generating Google Ad Campaign.
Why use Google Ads?
When you use Google Ads, your efforts are limited to creating an advertisement that is as engaging as possible. Google’s AI will do the work of figuring out on which platform to show your ad. You just need to select your keywords and audience, post the ad, and wait for leads.
Your ads will show up to the right people and at the right time.
If someone is searching for “best real estate properties in Mahim”, your ad about a real estate property in Mahim will show up when they are browsing.
You can get a maximum ROI on your budget with Google Ads.
You gain valuable insights when you track conversions on Google Ads. You can achieve budget optimization with its automation technology.
Google Ads uses pay-per-action advertising. The pricing is usually based on cost-per-click. That basically means that every time a user clicks on your ad or takes the intended action, you pay a certain price.
What are the goals that Google Ads can achieve?
- Get good quality leads and increase conversions
- Show up at the right place and boost website traffic and online sales
- Increase your brand reach and engagement with more people
- Drive downloads of your app to new users
- Reconnect with past clients
What is a Google Ad Campaign?
A Google Ad campaign is a structured method of promoting your brand on the Google Ads platform. Formerly called Google AdWords, Google Ads allows businesses to advertise their products and services by creating, managing, and optimising ads that appear on Google’s search engine results pages (SERPs), display network, and its other prominent properties.
Structure of Google Ad Campaign, with example
- Campaigns
A Google ad campaign has a hierarchical structure. Each campaign has a set of Ad Groups and each Ad Group consists of a set of Ads.
You may start a campaign to promote some of your real estate properties.
- Ad Groups
One Ad Group has a set of Ads and related keywords.
This allows you to group related products, services, and themes and create ads for a specific target audience.
You may create different Ad Groups for different types of real estate properties (open plots, farmlands, luxury villas, flats, and apartments).
- Ads
These are the images/ videos that relevant users see when they are browsing online.
You may add headlines to attract their attention, descriptions to make them understand the property, URLs for easy access, and catchy call-to-action buttons to attract clicks.
- Keywords
If you want your ads to be displayed when people search on Google, you must trigger it by using keywords. You should use relevant keywords to attract the right target audience.
You may use keywords like real estate, properties, investment, home, realtor, best real estate broker/ agency, houses/ flats/ plots/ property for sale, houses for rent, apartments for rent near me, for sale by owner, Mahim/ Bandra/ Maharashtra (locations), ready to move, commercial real estate agent, etc.
Google Ads helps you with keyword suggestions by seeing what is working for similar services.
What is a Quality Score?
Google Ads grades your ads, keywords, and landing pages in the form of a “Quality Score” on a scale of 1-10.
It is evaluated based on how well your ad is performing through the number of clicks and relevance of the ad with its keywords and landing page.
A higher Quality Score will place your ad in better positions on Google to improve ad performance and lower costs.
How does Google promote your brand?
Google shows your ad across various platforms and on millions of its partner websites.
Google Ads shows your advertisement in its search results, displays it as engaging images, or encourages shoppers to buy your product. It can play your video as ads on YouTube and boost your App installations.
Create your first Google Ad Campaign
Follow these simple steps to set up and run your Google Ad Campaign.
01. Add your Business Information
New to Google Ads?
You can just click on “Start Now”.
If not, you can simply log in and start a “new campaign”.
The first step to setting up a Google Ad campaign is providing your business information in 2 steps.
1. Enter the business name that you want to promote using Google Ads. Add the link to your web page or any social media page.
This will help Google in suggesting suitable headlines and descriptions for your real estate ad campaign.
2. You can link accounts which will save you time when creating your ad campaign.
You can link your :
- YouTube channel
- Mobile app
- Google business profile
- Phone number
02. Create your Google Ad Campaign
To create your ad campaign, you need to follow 5 steps.
(I) Choose your goal
What do you want to achieve through this campaign?
What are the most relevant conversions for your ad campaign?
You can select from a range of options from getting phone call leads, and brand awareness to sign-ups and booking appointments.
Getting a big number of quality leads and their contact information is a stepping stone for the real estate sales marketing team, isn’t it?
So, choose your goal.
(II) Create an ad
What do you want your ad to look like?
In this next step, you will have to create your ad.
You can :
- upload creatives as images/ logos/ videos
- add texts as headlines, long headlines, descriptions
- edit your business name
- add site links to boost performance
- include a call-to-action button to
- improve your ad performance by adding more details about your website/ business
On the right side of your screen, you can see the preview of how your ad is visible to people (both Mobile and Desktop users) across :
- YouTube
- Gmail
- Google Search
- Display
- Discover
Google will optimise your ad for you. If you don’t have a video, it will automatically create one for you when possible!
(III) Select signals
Who should see your ads? Choose your audience now.
- Type some words and phrases that people use when searching for your services.
(best real estate agents/ brokers in Mumbai, houses for sale in Mumbai) - You can select the location and language of your target audience.
(Maharashtra & Marathi, Hindi, English)
(IV) Set bid strategy
You are an advertiser and you have chosen some keywords.
What is the maximum amount you are willing to pay for a click?
If you want to focus on Conversions, you can set a target cost per action (CPA).
If you want to focus on Conversion Value, you can set a target return on ad spend (tROAS).
A challenge with aiming for a lower bid is that, on busy days, your ad may face stranger competition. Some other advertisers in your same niche may have set higher bids and their ads may be preferred. It makes sense right?
It is important to understand that the bid amount alone won’t secure a good position for the ad. The Quality Score of your ad, strategic targeting, and bid amounts will all help in optimising your ad positions and costs.
As Google Ads puts it, your bid strategy defines how Google should bid for your ad in auctions to better use your budget.
(V) Set budget
What is the maximum amount you are willing to spend on a campaign? That is your budget.
You can select the average amount you want to spend each day.
Google Ads will show you some options for your budget or you can choose to set a custom budget (weekly conversions, INR __ per conversion, weekly cost).
If you don’t raise your budget accordingly, your ads may stop running on your busiest days.
Some days you might spend less than your daily budget and some days more. In any case, for the month, you won’t pay more than your daily budget multiplied by the average number of days in a month.
03. Enter the Payment Details
Lastly, enter your payment details and review your ad to promote your real estate business.
It will take 1-2 business days for Google Ads to verify your ad to see if it is safe and appropriate for everyone.
After receiving approval, your Google Ad campaign is ready to take action from the chosen start date!
And remember to set up Conversion Tracking before you launch your ad. This will help you optimise online conversions from leads on your website to clients who buy real estate from you.
Your first couple of Google Ads need not be perfect.
You just need to think about your business, publish an advertisement accordingly, analyse the responses to your ads, improvise your strategy, experiment, test, and launch more ads!
Do you know another cost-effective way of setting up an ad campaign? Facebook!
Read our blog to learn how to set up a Facebook Ad campaign.
Comment and let us know what you want to read about next!