Google Ads For Real Estate Agents & The #1 SKAG Rule
How to Strategically Use Google Ads To Drive Leads While Still Producing an ROI.
In general, Google is one of our favorite real estate lead acquisition channels. Over 80% of our own growth can be attributed to ranking well in Google.
However, ranking a real estate website in one of the top positions in organic search can take time. Therefore, you need lead acquisition strategies that will allow you to gain short term wins while you’re waiting for your organic efforts to bear fruit.
At Turf.Press we use Google Ads to skip to the front of the line for our desired keywords while we’re waiting for our real estate SEO campaign to kick in.
Watch the video below to learn more about how we use Single Keyword Ad Groups (SKAGs) to improve your ad quality score and lower our Google Ads CPC.
Google Ads For Real Estate
Google Ads for real estate agents can be a double edged sword. On the one hand, Google allows you to target buying intent. Being able to target buying intent is the holy grail in the world of advertising.
However, on the other hand, the entire world knows that intent based targeting drives ROI, and therefore Google Ads remain one of the most expensive ad platforms for real estate professionals.
The Importance of Granularity Within Your Real Estate Google Ads Campaign
If you’re not careful, Google Ads can be a money pit.
I was recently talking with a real estate agent agency who sunk $100,000 into Google Ads and didn’t even close one lead!
They came to us for help because they didn’t want to make the same mistake twice. Their main issue was that they had very little warm traffic to retarget and and therefore, they were stuck targeting cold audiences within both Google Ads and Facebook Ads.
However, targeting cold audiences isn’t the end of the world. You should still be able to generate a positive ROI on your real estate marketing ad spend when you’re using Google Ads. You just need to be strategic about how you plan your campaigns.
In a moment, we’ll dive into how to use Single Keyword Ad Groups (SKAGs) to improve your real estate Google Ads campaign’s performance.
Breaking your campaigns down in to ad groups which target one single keyword is beneficial because it gives you access to granular and meaningful data. You’ll quickly be abel to see which keywords are generating a positive ROI and which ones aren’t.
What are SKAGs?
At our real estate marketing agency, we use Single Keyword Ad Groups (SKAGs) when setting up real estate PPC campaigns for our clients. We’ve found that SKAGs help us achieve a much higher Click Through Rate (CTR), a much higher ad relevancy score and much better ad performance overall.
SKAGs are simply ad groups that contain only one keyword within each ad group. Within the ad group we can target modified broad match, phrase match or exact match keywords.
Look at the image below to see the difference between our approach and the approach of most real estate companies.
This allows us to cater our ad copy to the exact keyword that a user is searching for. This also allows us to perfectly pair keywords to the most relevant landing pages.
While this does take considerable time to set up, the payouts can be huge.
As a side note, it should also be mentioned that SKAGs can be used when advertising your real estate company on YouTube as well. Because YouTube is owned by Google, you can setup your YouTube ad campaigns through Google Ads and use the keyword targeting feature to match your videos to specific keywords.
The Upsides of Using SKAGs
There are many benefits to using single keyword ad groups within your real estate Google Ads campaign. Some of the biggest benefits you’ll receive are:
1. Cleaner data
2. More efficient ad campaigns
3. Ads that match your keywords
4. Improved ad CTR
5. Improved ad quality score
6. Connect landing pages to keywords
7. Easier to scale
8. Easier to turn off under-performing ad groups
9. More diversity means less volatility
The Downside of Using SKAGs
However, there are also a few downsides to using SKAGs within your real estate Google Ads campaign. A few of the most obvious disadvantages are:
1. Longer to collect data
2. Data dilution
3. Many ad groups with low volume
4. More challenging to set up on new accounts
5. Takes a lot more effort to manage
6. Longer to test
Thank you for taking the time to stop by Turf.Press today. If you would like to learn more about how we can help you scale your real estate website, then visit our homepage or reach out to us today to organize a free 45 minute strategy session.