Top 3 Ways To Use Google
In Real Estate.
Most people use Google every day. So how can you harness its power when you’re in real estate? Whether you’re a buyer, seller, investor, or renter, Google is the first place you turn to when you start your search.
Google is the most used search and display advertising solution on the planet – which makes it a perfect place to advertise your properties and yourself as an agent or office. We believe Google ads are essential, just as we also believe Facebook ads are essential – and thanks to AIM’s advanced technology we have blended them both into one powerful solution. All your bases are covered, and this is exactly how you build a better online presence and digital audience. If you’re curious about how Google ads work and what the most popular ad types are, read on..
Google Search Ads.
When you search something on Google, the results that appear first are the paid Google Search ads. These are important because they appear before all the organic search results. If you’re frustrated that the traditional property portals appear above your results, ads is how you end up on top.
Google Search is the fastest and easiest way for buyers and sellers to begin their property journey, for example: “4 bedroom house for sale in Bondi Beach” or “real estate agent in Remuera”. Google Search ads capture those who are actively searching for a property, agent, or real estate service. When someone clicks on a search ad, they are already better qualified because the ad matches their searched interest. Your ads can be targeted down to your geographic area, the services you provide, the properties you have available, or the demographic of your ideal target market.
Current data is showing that Google property searches are the highest they’ve ever been, and still growing. For Example, in October 2020 in Australia there were more than 80 Million property related Google searches!
Google Search ads not only capture active buyers/sellers but simultaneously builds brand awareness. Paid Google Search Ads can help you appear more professional, more successful, and enables high volumes of traffic to your website and business. Using Google Search ads is a no-brainer when you’re in real estate.
Another aspect of the Google Network are Google Display ads which appear on third party websites and apps. While Search ads are text-based, Display ads are creative banners combining imagery, logos, and copy – fabulous for brand building.
The Display ads themselves come in quite a number of sizes so they can be viewed on PC, Mobile, Tablet and even within some apps that show ads.
Why are these important? These ads appeal to passive buyers and sellers, and builds huge brand exposure. They capture people’s attention visually, and nurture potential leads from an early stage with the intention of securing them when they begin their property journey. These ads appear while people are browsing other aspects of the internet, and display on websites, apps, Gmail, news articles, online stores, and more. AIM targets these ads to your local area, selected out-of-area locations and also taps into Google’s advanced AI which can identify people currently interested in property.
Google Display Ads generate significant brand recall and work best when in combination with Google Search ads. Together, they capture all types of buyers/sellers, regardless of what stage they are at in their property journey, and play a heavy role in re-targeting to your ideal audience, which we will touch on below.
Retargeted Display Ads.
These display ads look the same, but are targeted to people who have clicked on your ads in the past – to keep your listings top of mind and reinforce the marketing message.
If they spent time looking at your Bondi Beach listing, you can show them that listing again and again on other websites they visit, eg: when they check the weather, when they look up a recipe, or as they search for restaurants in the local area. By “following them” around the internet, you are reminding them of your listing and your agency, enticing them to return to your website or make an enquiry.
In addition, you’re building brand awareness, solidifying your digital footprint within the local area, and keeping your listing or agency top of mind when the user continues with their property journey.
Retargeting draws once engaged viewers back in, and is a crucial element of any digital marketing strategy in real estate. Whether it helps you sell a property initially, or captures a lead down the track, it’s designed to keep viewers interested and engaged with your business.
As real estate industry leaders, Campaigntrack recognises the importance of digital marketing and its powerful impact upon buyers and sellers. With digital being at the forefront of our marketing strategies, we can assist with casting your listings to a wider audience, securing more website traffic and prospective leads, build your brand and real estate stature, and most importantly appeal to buyers and sellers at all stages of their property journey.
The future is digital, and Campaigntrack can get you there today.