How to optimize a Facebook or Google pay per click campaign

Set clear goals and track key metrics
Do thorough keyword research (including negative keywords)
Write compelling ads with eye-catching visuals
Target the right audience
Manage your budget and bidding strategy
Optimize landing pages for conversions and mobile
Track performance and analyze data
Keep testing and refining

Quick tips:

Focus on mobile optimization (97% of homebuyers use internet searches)
Use ad extensions to provide more info
Implement remarketing to boost conversions

For real estate PPC:

Budget $1,000-$3,000 per month
Expect $6-10 per click for buyer leads, $20+ for seller leads
Some agents close deals within 3-6 months of starting campaigns

Remember: PPC optimization is ongoing, but the results can be huge. Keep at it!

PPC Basics

PPC (Pay-Per-Click) is a digital ad model where you only pay when someone clicks your ad. It's a smart way for real estate pros to get their listings in front of active property seekers.

What is PPC?

PPC ads appear at the top, bottom, or banner of search results pages. You'll find them on Google, Bing, Amazon, Yahoo, and Yelp. The best part? You only pay for clicks, making it cost-effective for lead generation.

Main Parts of PPC Campaigns

A solid PPC campaign has four key elements:

Keywords: Search terms for your ad
Ad Text: Your quick sales pitch
Targeting: Who sees your ad and where
Budget Control: Your spending limit

Facebook vs. Google PPC

Both platforms can boost your real estate business, but they serve different purposes:

Feature	Google Ads	Facebook Ads
User Intent	High (active search)	Low (browsing)
Ad Format	Mainly text	Visual (images, video)
Targeting	Keyword-based	Interest and demographic
Cost	Higher ($2.37 avg. per click)	Lower
Best For	Lead generation	Brand awareness, retargeting

Google Ads work best when people are actively house-hunting. Someone searching "homes for sale in [your city]" is likely ready to buy. Facebook Ads are great for building your brand and reaching potential future buyers.

PPC advertising is becoming increasingly popular among real estate businesses due to its high ROI and its ability to attract prospects who are already far along in the buyer's journey.

2. Setting Campaign Goals

Want your PPC campaigns to succeed? Set clear goals. It's that simple. Here's how to do it for Facebook or Google:

2.1 Choosing Main Goals

Pick goals that make sense for your business. Some common ones:

More website visitors
More leads
More sales
Better brand awareness

Let's say you're a realtor. Your goal? Get more property inquiries.

2.2 Picking Key Metrics

Got your main goal? Great. Now choose metrics to track it. Here are some PPC metrics you'll want to know:

Metric	What It Measures	Why It Matters
Click-Through Rate (CTR)	% who click after seeing your ad	Shows if your ad grabs attention
Conversion Rate	% of clicks that become actions	Tells you if your ad and landing page work well together
Cost Per Click (CPC)	What you pay for each click	Helps you manage your budget
Return on Ad Spend (ROAS)	Money made per dollar spent on ads	Shows if your campaign is profitable

For our realtor example? Focus on conversion rate and cost per lead.

2.3 Matching Goals with Marketing Plans

Make sure your PPC goals fit your overall marketing strategy. It keeps your message consistent.

How to do it:

Use similar messages in PPC ads and other marketing
Target keywords that match your marketing themes
Set PPC budgets that fit your overall marketing spend

As your business grows, your goals might change. You might start with brand awareness, then move to driving sales.

The average click-through rate typically falls between 4-6%, with a CTR of 7-9% considered above average.

Use this to set realistic CTR goals for your campaigns.

3. Keyword Research

Keyword research can make or break your PPC campaigns. Here's how to nail it:

3.1 Keyword Research Tools

Three tools to supercharge your keyword game:

Google Keyword Planner: Free, shows search volume and competition.
SEMrush: Paid, offers keyword magic and PPC keyword tools.
Ahrefs: Massive database of 20.4 billion keywords across 216 locations.

3.2 Long vs. Short Keywords

Short keywords cast a wide net. Long keywords? They're your sharpshooters.

Keyword Type	Example	Search Volume	Competition	Conversion Rate
Short	Boots	High	High	Lower
Long	Brown women's ankle boots	Low	Low	Higher

For real estate, long keywords shine. "3 bedroom house for sale in [City]" beats "house for sale" any day.

3.3 Negative Keywords

Negative keywords are your PPC bodyguards. They keep the riffraff out and your targeting on point.

How to use them:

Scan Google's search terms report for words to block.
Use Google Ads Keyword Planner to spot potential troublemakers.
Add negatives at campaign or ad group level.

Realtor selling houses? Add "rent" as a negative. No more wasted clicks from renters.

Negative keywords are like bouncers for your PPC ads. They keep the wrong crowd out and let the right ones in.

Pro tip: Keep your keyword list fresh. It's not set-it-and-forget-it. It's a living, breathing part of your campaign.

4. Writing Good Ad Text

PPC success hinges on attention-grabbing, click-driving ad text. Here's the lowdown:

4.1 Parts of Good Ad Text

A killer PPC ad has these must-haves:

Element	Character Limit	Purpose
Headline	30 chars (x3)	Grab attention, use keywords
Description	90 chars (x2)	Highlight benefits, add details
Display URL	35 chars	Show relevance, build trust
Call to Action	Varies	Prompt user action

4.2 Writing Eye-Catching Headlines

Your headline can make or break your ad. Here's how to crush it:

Squeeze in your main keyword
Flaunt your unique selling points
Throw in numbers when you can
Toss in a question to hook readers

For real estate, try these headline zingers:

3-Bed [City] Home from $X
Hot Off the Market: [Neighborhood] Dream Home
Hunting for a [Area] Family Pad?

4.3 Clear and Brief Descriptions

Your description should build on your headline and push for action:

Spotlight benefits, not just features
Use action words to light a fire
Drop in a clear call-to-action (CTA)

Like this:

Roomy 3-bed with slick kitchen. Schools and parks nearby. Schedule your tour now!

Pro tip: Your ad copy should mirror your landing page. This boosts your Quality Score and conversion rates.

Bonus: Use ad extensions for extra info without cluttering your main ad. Phone numbers, location details, and site links can juice up engagement without hogging your character count.

Even non-text ads need solid copy. Every word counts, no matter the format." - K6 Agency

Last but not least: Always A/B test your ad copy. What clicks with one crowd might flop with another. Keep tweaking based on your data to max out your PPC game.

5. Creating Good Ad Images

5.1 Why Visuals Matter in PPC

In PPC, visuals are your secret weapon. Why? People remember 80% of what they see, but only 20% of what they read. That's huge for your ads.

Good visuals do four big things:

Boost click-through rates
Increase engagement
Make your ads stick in people's minds
Help you stand out in busy feeds

5.2 Tips for Ad Images and Videos

Want to create killer visuals for your real estate PPC ads? Here's how:

Use top-notch images and videos
Show properties at their absolute best
Include virtual tours (67% of buyers expect them)
Add customer testimonials (72% find them more credible)
Highlight what's great about the neighborhood

Pro tip: Try carousel ads to show off multiple property images in one go.

For video ads:

Keep it short (15 seconds max for Facebook)
Add captions
Start with a bang to grab attention fast

5.3 Image Rules for Each Platform

Facebook Ad Image Requirements

Ad Type	Size	Max File Size	Aspect Ratio
Image	1080x1080px+	30MB	1:1 or 1.91:1
Video	1080x1080px	4GB	1:1 or 4:5

Google Ads Image Requirements

Image Type	Size	Max File Size	Format
Landscape	1200x628px	5MB	.jpg/.png
Portrait	1200x1500px	5MB	.jpg/.png
Square	1200x1200px	5MB	.jpg/.png

Remember: Always double-check platform guidelines before creating ads. They can change without warning.

6. Targeting the Right People

Let's dive into how to find your perfect real estate audience.

6.1 Demographic Targeting

Want to zero in on specific groups? Here's what to focus on:

Age
Income
Gender
Location
Family status

But here's the kicker: Don't use these alone. Layer them with other targeting options for best results.

6.2 Behavior and Interest Targeting

This is where things get interesting. You can show ads based on what people do and like.

Try these:

Use in-market audiences to find active property hunters
Target folks interested in "home improvement" or "real estate investing
Focus on life events like "recently moved" or "new job

6.3 Retargeting Strategies

Ever feel like ads are following you? That's retargeting. It's a great way to stay on people's radar.

Here's how to do it:

1. Pixel audiences

Create lists of site visitors for future targeting.

2. Customer uploads

Use email lists to retarget users in your CRM.

3. Lookalike audiences

Find new users who are similar to your current customers.

Check out this quick comparison:

Platform	Targeting Options	Key Feature
Facebook	Detailed demographics, interests, behaviors	Lookalike audiences
Google	Keywords, demographics, in-market audiences	Search intent targeting

Want proof it works? Rothy's, an eco-friendly shoe company, used Facebook video ads to hype up new product launches. Their target audience ate it up.

PPC with REW has boosted my lead generation strategy, empowering me to scale and forecast results while avoiding costly missteps." - Andre Perez, District Partners

Bottom line: The more data you have, the better your targeting. But don't forget to balance precision with reach in your campaigns.

7. Managing Budget and Bidding

PPC campaigns can eat up your budget fast. Here's how to keep costs down while maximizing results:

7.1 Setting a Good Budget

Your budget should flex with your goals and campaign performance:

Set SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound).
Use Google's Keyword Planner to estimate Cost Per Click (CPC).
Calculate budget: Traffic needed x Average CPC = Total budget

Example: Want 200 new customers in 30 days with a 2% conversion rate? You need 10,000 visitors. At $0.85 CPC, your monthly budget is $8,500.

7.2 Manual vs. Automatic Bidding

Bidding Type	Pros	Cons
Manual	Full control	Time-consuming, needs expertise
Automatic	Saves time, goal-optimized	Less control, initial overspending risk

Most advertisers should go with automatic bidding. It uses AI to optimize bids based on your goals.

7.3 Changing Bids Based on Results

Don't "set and forget." Watch these metrics:

Cost Per Acquisition (CPA): Too high? Lower bids or improve targeting.
Click-Through Rate (CTR): Low? Tweak ad copy or targeting.
Conversion Rate: Low? Check your landing page.

Automated bidding strategies efficiently use budgets to ensure that we're getting the most out of our investments." - Rebekah Leach, Senior Internet Marketing Consultant at WebFX

PPC success takes time. Keep testing and tweaking. You'll find your budget sweet spot with patience and data-driven choices.

8. Improving Landing Pages

Landing pages can make or break your PPC campaigns. Here's how to boost their performance:

8.1 Matching Pages to Ads

Your landing page should feel like your ad's twin. This helps users know they're in the right spot, upping the chances they'll convert.

Do this:

Use similar headlines and visuals
Keep the same tone and message
Deliver what your ad promised

Take Physiotutors' Facebook ad for their online PT course. Their landing page is a perfect match. Same design, same benefits, same vibe. Users know they've hit the jackpot.

8.2 Making Pages Load Fast

Slow pages? Bye-bye conversions.

Load Time	Abandonment Rate
2 seconds	Up to 87%
1-2 seconds	Ideal range
Under 0.5 seconds	Google's aim

Speed up your page:

Use Google's free speed tool
Shrink images
Cut unnecessary code
Use a CDN

8.3 Making Pages Work on Mobile

Half of all web traffic is mobile. Your pages need to play nice with phones.

Mobile tips:

Keep forms simple
Write clear, short copy
Use a clean layout
Make buttons easy to tap

We found 'Get My Fair Cash Offer' converted 49.55% better than 'Click here to continue.'" - Carrot

One last thing: focus your landing page on ONE offer or call to action. Ditch distractions like nav menus. Keep visitors laser-focused on converting.

9. Tracking and Analysis

Tracking and analyzing your PPC campaigns is crucial. Here's how to do it right:

9.1 Setting Up Conversion Tracking

Conversion tracking shows you which ads drive valuable actions. Here's how to set it up in Google Ads:

Go to Goals → Conversions → Summary
Click New conversion action
Choose the conversion type
Set the details
Add the tracking tag via Google Tag Manager

For Facebook Ads, use the Facebook Pixel or app events.

Pro tip: Use Tag Assistant to test your setup.

9.2 Key Numbers to Watch

Focus on these metrics:

Metric	Meaning	Importance
Click-Through Rate (CTR)	% of ad clicks	Shows ad relevance
Cost Per Click (CPC)	Cost per click	Controls spending
Conversion Rate	% of clicks converting	Measures effectiveness
Cost Per Conversion	Cost per conversion	Shows ROI
Return on Ad Spend (ROAS)	Revenue per dollar spent	Measures profitability

Aim for a 5%+ CTR and a 3X ROAS.

9.3 Using Data to Improve

Turn your data into action:

Find top performers and double down
Cut underperforming ads and keywords
Refine your targeting
Optimize landing pages
Adjust bids based on performance
Keep testing new elements

Remember: data is useless if you don't act on it. Make regular tweaks to your campaigns based on what you learn.

10. Testing to Improve

Testing is crucial for PPC success. It helps you find what works and squeeze more value from your ad spend.

10.1 What to Test in PPC

Test these ad elements:

Ad text (headlines, descriptions)
Images and videos
Landing pages
Targeting options
Bidding strategies

The golden rule with paid traffic is to keep testing." - DashThis

10.2 How to Run Good Tests

Follow these steps:

1. Pick one element to test

2. Make a clear hypothesis

3. Split your audience 50/50

4. Run the test for at least 2 weeks

5. Analyze the data

For Facebook Ads, use AdEspresso or Facebook Ads Manager for testing.

10.3 Using Test Results

Here's what to do with your findings:

1. Focus on key metrics (conversions, cost per conversion)

2. If the new version wins, implement it

3. If it loses, plan another test

4. Keep testing for ongoing improvement

Test Result	Action
New version wins	Implement in main campaign
Old version wins	Keep current setup, plan new test
No clear winner	Extend test or try new idea

Don't underestimate small wins. A 20% improvement can make a big impact over time.

11. Tips for Each Platform

11.1 Facebook Ad Tips

Want to make your Facebook PPC campaigns pop? Here's how:

Get specific with targeting: Don't just stick to age and location. Dive into life events, interests, and behaviors.
Clone your best customers: Use lookalike audiences. They can 4x your PPC ROI.
Show off your customers: Kirrin Finch nails this by featuring customer wedding photos in their ads. It's personal and powerful.
Tease with video: Rothy's built buzz by partially hiding a new product in a video ad. Clever, right?
Highlight what makes you special: Cadette shows off their handmade jewelry craftsmanship in Instagram ads. It's all about perceived value.

Tactic	Why It Works
Lookalike audiences	4x PPC ROI
Customer photos	Personal connection
Video teasers	Creates anticipation
Showcase craftsmanship	Boosts perceived value

11.2 Google Ads Tips

Ready to rock Google Ads? Try these:

Target high-intent keywords: Focus on what people search when they're ready to buy.
Use ad extensions: Give people more reasons to click with extra info like messages, calls, and prices.
Go mobile-first: Over half of ad clicks happen on mobile. Make sure your ads and landing pages look great on phones.
Retarget like a pro: Follow up with website visitors. It can boost purchase likelihood by 70%.
Mix it up: Take a page from Cocofloss's book. Use both search and shopping ads for your keywords.

Strategy	Impact
Mobile-first	Over 50% of ad clicks
Retargeting	70% increase in purchases
Ad extensions	More clicks, more info

12. Common PPC Mistakes

Let's dive into three big PPC blunders that can tank your campaigns:

12.1 Forgetting About Mobile

Here's a shocker: over half of all ad clicks happen on mobile. Yet, many advertisers still design for desktop. Big mistake.

If your ads and landing pages aren't mobile-friendly, you're leaving money on the table. Here's how to fix it:

Speed up your mobile landing pages
Use responsive ad designs
Keep forms short and sweet

12.2 Not Using Negative Keywords

Negative keywords are your PPC secret sauce. Without them, you're burning cash on useless clicks.

Selling luxury homes? You DON'T want to show up for "cheap houses" or "budget-friendly real estate".

Quick tip: Check your search term reports often. Find those irrelevant queries and add them to your negative list.

12.3 Ignoring Quality Score

Quality Score is Google's report card for your ads. Low score? You'll pay more for worse ad spots. Ouch.

Boost your score by:

Writing killer ad copy
Creating landing pages that deliver on your ad's promise
Focusing on high-CTR keywords

Factor	Why It's Crucial
Ad relevance	Boosts CTR
Landing page quality	Keeps visitors around
Expected CTR	Pumps up ad rank

Remember: in PPC, quality beats quantity every time.

Conclusion

PPC campaigns on Facebook and Google can drive targeted traffic and generate leads. But success doesn't just happen. You need to plan, optimize, and adapt.

Here's how to optimize your PPC campaigns:

Set clear goals and track the right metrics
Do thorough keyword research (including negative keywords)
Write compelling ads with eye-catching visuals
Target the right audience
Manage your budget and bidding strategy
Optimize landing pages for conversions and mobile
Track performance and analyze data
Keep testing and refining

PPC optimization never stops. But the results can be huge. Just look at Peet's Coffee:

Metric	Improvement
Revenue	+455%
Orders	+676%
ROAS	+158%
Cost per order	-72%

Want similar results? Focus on:

Updating your keyword list
Using negative keywords
Improving website speed (under 2 seconds)
Using ad extensions
Implementing remarketing

Don't forget mobile. 97% of homebuyers use the internet to search for homes (NAR data). Many of those searches happen on mobile. So make sure your ads and landing pages work well on phones.

Keep optimizing, and you'll see results.

FAQs

How to run a PPC campaign for real estate?

Running a PPC campaign for real estate isn't rocket science, but it does take some know-how. Here's the lowdown:

1. Set up ad groups

Group your ads by themes. Think "luxury homes" or "first-time buyers". This keeps things organized and focused.

2. Do your homework

Who's your target audience? What are they searching for? Use Google Trends to spot what's hot in real estate right now.

3. Keyword hunting

Google's Keyword Planner is your friend here. Look for local terms - they often convert better.

4. Launch time

Know what you want. More website visits? More leads? Pick a goal and stick to it.

5. Money matters

Set a daily budget and choose how you want to bid. Most solo agents should aim for $1,000 to $3,000 per month.

6. Track those conversions

Set up tracking to see what's working and what's not.

7. Keep an eye on the numbers

These metrics are your campaign's vital signs:

Metric	What it Tells You
Click-Through Rate (CTR)	Are your ads catching eyes?
Conversion Rate	Are clicks turning into leads?
Cost Per Click (CPC)	How much are you paying per click?
Return on Ad Spend (ROAS)	Are you making money overall?

Here's the deal with costs: In the U.S., expect to pay $6-10 per click for buyer leads. Seller leads? They can hit $20 or more.

But here's the good news: PPC can work fast. Some agents close deals just 3-6 months after starting their campaigns. Not too shabby, right?

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