In Pay-Per-Click Ads 101: What is PPC?, we mentioned that pay-per-click (PPC) advertising can be a powerful tool to target motivated sellers. To be clear though, Search Ads are the best way to find motivated sellers online IF you have the proper budget for it. It can be truly incredible! However, the cost to make it efficient can be too high for some real estate investors.
Here is what you need to know about PPC marketing: keep in mind that I am referring primarily to Search Ads.
Benefits of PPC Marketing
Results
When PPC management is done right, clients with a good sales team get their ROI a month after starting.
Keeps Getting Cheaper
Through proper management, the cost per conversion decreases, as the ad collects more data based on interactions and conversions.
Motivated Sellers Precision
Highly-targeted audiences mean showing the ads to who matters the most. Using Search Ads, GoForClose can find sellers who are ready to sell within days to a few weeks.
Data
It provides a lot of data to help calibrate and adjust the strategy that works best in your market and for your budget.
Pitfalls of PPC Marketing
Learning Time
When an ad is brand new, it takes at least 2 weeks to learn the audience. This is also when it is the most costly, but over time the cost decreases and results increase, as it learns through interaction, conversion, and optimization.
Cost
Real estate investing is very competitive, and it can be very expensive in challenging markets. If you are in a highly competitive market, when starting, some keywords can cost up to $100 per click.
Super Motivated Sellers
Wait, isn’t this a good thing? Well, these sellers ask for offers from multiple investors. It becomes a race of who gets to them first. If your sales team is not ready to process leads quickly, you may miss out on most deals.
Volume
In PPC, it’s a balance of volume and quality. This is especially true for Search Ads. High-quality converting keywords cost the most. If money is no object, you aim for these first and try to get them at a high volume. However, when the budget is limited, the strategy may lean towards quantity with mid-range quality. PPC is 100% pay-to-play, and in extremely competitive markets, if you don’t have the budget, you can’t play the PPC game.
Pay-per-click (PPC) advertising is not a “set it and forget it” kind of marketing, nor is there a one-size-fits-all strategy. Just because you know someone who made it work with thousands of keywords or, maybe the opposite, with a few specific ones, does not mean it will work in your market and with your budget.
It takes constant optimization of your campaign to see consistent results, which of course requires time and expertise.
It may be that PPC is not the ideal tactic for you right now. We at GoForclose have multiple skills and tactics in our marketing toolbox. We create a holistic marketing strategy that works in your market and for your budget, so you get the most bang for your buck!
If you have questions or are curious to know more, request a free consultation below.
