Google Ads For Real Estate Agents Tutorial

Key Takeaways

all right what's up everyone welcome to the Surfside PPC YouTube channel today I'm gonna be going over Google Ads for real estate so the example that I'm gonna be using today is gonna be with a real geeks website it's not a website I own it's just a website in my local market that I know is made with real geeks so we have our Google Ads account open here we're gonna be using real geeks if you're not using real geeks if you're using another idx website provider this tutorial should be still relevant for you it just might be a little bit different when you're setting up conversion goals there's a lot of different options here when you're creating a website for a real estate agency or if you're just a realtor trying to set up your own website trying to get more clients and trying to sell more houses condos whatever it is so the first thing that we're gonna want to do is make sure you have Google Analytics set up on your website so we have our Google Analytics account open here this one is just for Surfside PPC but I'm gonna be using that as my example for how to set up goals and how to import them into Google Ads so with real geeks they have a whole entire article so under their real geek stocks how to set up Google Analytics goals they also have how to set up Google Analytics it's very simple to create a Google Analytics profile for your website so once you have your website set up you want to set up Google Analytics on your website and once you do that the next thing you want to do is set up goals so what we're gonna do is I'm gonna scroll all the way to the bottom and show you how to set up some of these different goals here so here's a list of the goals that use signup form displayed submitted contact form submitted seller lead for displayed and seller lead form submitted so all of these are different types of goals that you can set up in Google Analytics and actually track in your Google Ads account so we're gonna come over to Google Analytics here and what you want to do is after you set up Google Analytics on your website you want to come to the admin screen at the very bottom and then you want to click on goals over here to the right-hand side so we have some of our different goals set up for Surfside PPC but we're going to do is just show you how to create a new goal and specifically the real geeks goals that they have set up so what we can do is under goal setup you would come to custom click on continue and we'll just do contact form submitted as our goal so we'll copy this do contact form submitted and then we're going to do a destination goal and click on continue so now it's going to say gold details destination equal - and what we're gonna do is goals and contact forms submitted so this is the page that people are gonna be redirected to when they submit a contact form through your real estate website so all we need to do is enter that right here click on save so what we want to do next now is come back to our Google Ads account and you want to make sure your Google Analytics account is linked to your Google Ads account I highly recommend checking out our Google Ads tutorial for 2019 on our channel we'll put it in the video description for this video but that has a lot of details about linking your Google Analytics in Google Ads accounts which you would do through tools and linked accounts if you set them up under the same email it's very easy to link your accounts but what you want to do is come to measurement and conversions so it's going to show all these different conversion actions that we've already imported but since we just created a new one we haven't imported it yet so we're gonna do is click on the plus sign click on import and we're gonna select Google Analytics and continue so now it's gonna show this new one contact form submitted so this is the one we just created it's gonna say last modified on today's date and click import and continue so now we can click on done so now we have a new goal imported into Google ads and what we can do is the goal was right here contact form submitted so we can click on this goal and it's gonna say category other here but what we're gonna do is click on edit and we're gonna do category and change that to a lead so every time someone submits the contact form we're gonna count that as a lead click on save now you want to really measure every single conversion they have here so they have signup form displayed submitted contact form submitted and one thing you can do is actually set different values for all these different conversions so you can do that using Google Analytics so they have used the value from Google Analytics or you could just say use the same value for each conversion and maybe you want to set a contact form as two or three it's gonna show US dollars but you could just think about this as how important this conversion is to your business so someone's submitting the contact form is definitely a better conversion than the sign up form displayed goal so just when someone sees the signup form doesn't submit it or anything you might not want even might not even want to use that as a conversion goal but we're gonna come over here we're just going to do use the value from analytics and we're and click on save so you can upload all these different conversions here now the other thing I want to go over is phone calls so you can track phone calls by using call rail so here's the website we're gonna be using so it's century 21 the houseand group we're gonna be using this website for our example they're actually the real estate agency I plan to go with when I buy my own home so what we can do here is if you click up here at the top right corner and do contact us so every time someone submits this it's gonna count as a goal into Google Analytics and now we can also track it into Google Ads as well and all we did was set up the goal in Google Analytics and then we imported it into Google Ads so it's very similar so it's a very simple process there so now one thing you can do is track phone calls so you can use call rail to actually track phone calls back to Google Ads they have some integrations to use call rail with real geeks so make sure you just do a quick google search and you can do that and import that as a conversion as well and then you can also do when someone creates an account you can do that as another lead so there's a lot of different conversions that you can track and as if you're a real estate agent you want to make sure you're tracking everything so that you can be in contact with people you can use them in your advertising and really get the most out of your advertising budget so now that we have our conversion imported we have our Google Analytics account link what we want to do is create a campaign so we're back here in the main Google Ads screen we can click on the plus sign right here and click on new campaign and now our goal was gonna be to drive leads so we're gonna click on leads here and we're into a search campaign so we're in do website visits you would want to enter your website here so I would enter the website I just showed you but I'm not gonna do that for right now I'm just gonna click on continue okay so you can name your campaign you just want to run this on the search Network for right now so we're gonna do search Network and include Google search partners and get rid of the Display Network right here so we're gonna scroll down so they have show more settings here so that you can do start and end dates you can use dynamic search ads we just did a tutorial for dynamic search ads if you're not familiar with that now locations is one of the really important things that the real estate so depending on where you're targeting and what markets you serve you might want to limit your location so for this example I'm using Myrtle Beach as a location so maybe I want to just narrow it down to South Carolina North Carolina but there's a lot of people that move here from different areas so people coming from up north so I'm just gonna leave this wide open as United States I might end up narrowing this down as I go so locations really depends on your overall budget and you probably know more about who is buying homes in your market so if it's for example if your location is New Jersey and for the most part it's people buying homes who already live in New Jersey maybe some people from Pennsylvania maybe some people from New York you could just keep those as your targeted locations so understanding who is buying homes in your area will really help here so I'm just gonna leave this as United States cuz people move here from really all over and especially from the Northeast so maybe I would narrow it down to the Northeast but I'll just leave this wide open so languages you want to make sure you select the languages your customers speak here audiences so one thing you can do is actually create audiences which I'm going to show you after the tutorial and you can add them to your campaign and increase bids for people who have already visited your website so budget and to your daily budget was through ten dollars for this example bidding now the main thing you want to focus on is conversions so I generally try to use a target CPA or target ROAS bidding strategy we went over this again a little bit more in our Google Ads tutorial so what you can do is say I want to focus on conversions you can set a target cost per action so maybe how valuable you think every time someone submits a contact form to you how valuable it is when someone signs up to your website so you can set a target cost per action maybe it's worth 10 dollars every time someone submits a contact form to you so target CPA really depends on how valuable each conversion is to you you might learn that more as you get more data out of your campaigns so you might just want to say we'll just use maximize conversions for now get as many conversions as possible within our budget so next is gonna be add extension so I have some add extensions here ready so we'll do select and create campaign level sitelink extensions so you can create add extensions here we have a completely separate tutorial about add extensions for our campaign these rooms are set at the account level so they're just going to show here no matter what but you definitely want to set up add extension specifically call extensions maybe message extensions to get people to contact you directly but for now we're just gonna click on save and continue so our bidding strategy is going versions that's really the main thing here and you want to make sure you're running your campaign on the search Network and on Google search partners only make sure you exclude the Google Display Network it's not you're not missing any opportunity here because the campaigns perform completely separately for search Network and Display Network so we'll click on save and continue so now you're gonna want to set up ad groups so for this example I'm gonna do three different ad groups and what I'm gonna show you is really how I would set up campaigns if I was setting up campaigns for a real estate agent so we come in here it's gonna show search homes for sale we have Myrtle Beach that's the example we're gonna use but we actually opened advanced search here so the main thing you would really want to do is depending on the locations you want to target you want to set up a different ad group for each location so you would set up an ad group for a Myrtle Beach and then you can also narrow it down to specific divisions in Myrtle Beach so you can say I want people who are looking in Myrtle Beach specifically in we're gonna use Belle Harbor as one of our examples and we're gonna use Carolina Lakes as another example but what you can do is say target people in Myrtle Beach who are searching for homes people who are searching for condos so we'll do people in Myrtle Beach who are searching for homes so if we click on search it's gonna pull up all the homes for sale on Myrtle Beach so this is the page right here so these are this is just Myrtle Beach so it's saying a total of almost 1200 properties only 250 displayed right here and then what we're also gonna do is open up for Belle Harbor and we're also gonna do Carolina Lakes so these are two of the more popular subdivisions in Myrtle Beach so you really want to maybe pick out your top ten different neighborhoods where you're where you know people are buying homes at this time so that's again something where you want to refer to your own expertise there and maybe pull out some of the top neighborhoods so you want to create ad groups for the specific city and then pull out specific neighborhoods as well because the more targeted you can get the better the results you're gonna see so we have a landing page open here from Myrtle Beach we have a landing page open here for Carolina Lake so this is just showing four properties for sale and Carolina Lakes and then we have a landing page open here for Belle Harbor in the market common so now we come back to Google ads over here and we have three different ad groups so the first one we're gonna do is Myrtle Beach homes for sale the next one we're gonna do Carolina Lakes homes for sale and the last one we're gonna do Bell Harbor Homes for Sale if you're looking for some different keywords you can use this over to the right hand side and search something like Myrtle Beach Homes for Sale you can enter the website and we'll pull in some of the top keywords so that's one way to really help guide you what people are looking for so Myrtle Beach condos you generally want to use keywords that include for sale so Myrtle Beach condos might be people looking for rentals so you'd want to use Myrtle Beach condos for sale homes for sale on Myrtle Beach SC Myrtle Beach beach houses homes for sale in Conway si so again with beach houses so this since this is such a tourist destination there's a lot of people looking for rentals and vacation rentals so you want to make sure you're looking for people Myrtle Beach houses for sale houses for sale in Myrtle Beach SC so you can add these all as keywords so if we come up here to Myrtle Beach homes for sale I'm gonna add some different keywords here and the main thing you need to keep in mind is keyword match types so there's broad match phrase match exact match and there's modified broad match so we're gonna use a modified broad match and exact match keywords so if we come here we're gonna do okay so you've entered five total keywords in the first ad group so we have Myrtle Beach homes for sale homes for sale in Myrtle Beach if you're not fill you're familiar with keyword match types this right here is an exact match keyword but the brackets around it so that means when someone types in that exact keywords then it's gonna match our advertisement and we can actually bid on that keyword modified broad match means that every single word here in the keyword that has a plus sign in front of it so this plus sign means that that word must be in the search query so if someone types in Myrtle Beach homes for sale for under 200 K so they type in this and then put it'll actually match for that keyword as well so that's the way modified broad match keywords work so if someone just does Myrtle Beach homes for under 200 K it's not gonna match our keyword because it doesn't have for sale in there so if one of the words missing that it's not gonna match that keyword so keyword match types can be really a whole new thing to learn we went over them again in more detail in our Google Ads tutorial we also have a keyword match types tutorial on our channel as well so we'll put that in the video description just so you can learn how different keyword match types work but this is gonna keep our ad groups really targeted so now we're gonna enter some keywords for the next two ad groups okay so now we've set up our other two ad groups with the keyword so we have Carolina Lakes Homes for Sale we have that Harbor Homes for Sale and this is really what you want to do with all the different neighborhoods you want to target so if you know there's some popular neighborhoods in your area you want to set up each individual one as an ad group and then do something like this where you enter the neighborhood homes for sale so maybe you're selling condos you can do have condos for sale you could change homes and you can enter some more keywords and do something like this and just change homes to houses you can do Belle Harbor real estate so you'd want to set up a lot of these things in two different ad groups though so really the more targeted you can make your advertisements to each individual keyword the better your campaign is gonna perform but you can always expand keywords as you go rather than trying to keep it wide open in the beginning now the main thing is make sure you're using these modified broad match keywords otherwise you want to use phrase match keywords which are in quotes never use just a broad match keyword because it's gonna make things very broad so if I targeted the broad match keyword of Myrtle Beach Homes for Sale what's gonna end up happening is I'm gonna match for Myrtle Beach homes for rent rental homes in Myrtle Beach so it's gonna match all sorts of keywords that doesn't mean that those homes are for sale so the more targeted you can make it it will really help you in the long run with getting the most out of your budget so we're gonna click on save and continue now and now we need to create our ads so you want your ads to match each individual ad group so the first one will be Myrtle Beach homes for sale and then this is where our landing pages would come in so this is the first landing page we had which just included Myrtle Beach so we're gonna take this page copy it come in here to the final URL and click on paste so paste the finally well URL in there so when someone's searching for Myrtle Beach homes they come in here and see all the different Myrtle Beach homes for sale now when someone's searching for homes in Carolina Lakes we can copy this URL at the top come in here and scroll down so now we have our Carolina Lakes ad group so we could enter that as our final URL okay so we have our Carolina Lakes URL there and then next we have our Belle Harbor in the market common so we would copy this URL again scroll all the way to the bottom enter our final URL copy and paste it in there so now what we need to do is create our text ads so when you're creating ads the main thing you want to do is make sure your headline matches the exact keywords you're targeting so you could do something like Myrtle Beach homes for sale by home and Myrtle Beach so we can enter a third headline as well so we could do homes for sale Myrtle Beach SC okay so now we have three different headlines and you want to do this for each of the different ad groups and same with two description lines so I'm going to type these out real quick okay so we've entered a couple description lines so search for the top homes for sale in Myrtle Beach South Carolina and contact us today and then looking for a home in Myrtle Beach contact our real estate agency today so we're gonna create ads for the entire ad group so this is gonna be the first one we can click on done here so now we have our first ad created a best practice and it's gonna show right here is to create at least three ads per ad group so make sure you do that when you're setting up your ad groups create multiple ads do at least two ads but three ads is really a best practice here so we can set up the next two ads here real quick okay so you can see we have our ads created so in our ad group Myrtle Beach homes for sale we have a couple of ads here Carolina Lakes Homes for Sale we have a couple of different ads and then Belle Harbor Homes for Sale so you can see they really match when people are searching them they're gonna find the correct landing page as well so when someone types in Belle Harbor Homes for Sale they can open here and they can see these homes are for a sale specifically in Belle Harbor they can see all the different houses and hopefully they'll contact us because we've given them a great user experience so the next thing isn't gonna be to click on save and continue so now that's basically it when we're setting up our campaign so now we can click on continue to campaign and our campaign is gonna start running its gonna show conversions now the best practice here is to really make sure you have everything targeted so maybe you want to add Myrtle Beach condos in maybe you want to add in some more neighborhoods that are really popular and up-and-coming so you want to know where people are purchasing there are houses right now you want to know what's popular so then that will help guide you to create your campaign now what I would do is make sure you put every single thing in the same campaign because ultimately what you want to do is get to a target CPA bidding strategy so if you come into your real estate Google Ads we click on settings here so you can see right now we're using maximize conversions so once you start getting more data and you're getting conversions coming in so you can see our goal here is leads so once we start getting some leads where people are contacting us people are signing up to our website people are calling us once you start getting more of that information you're gonna be able to optimize your campaigns much easier and then what you can actually do to get the most out of your campaign is we're gonna come back to Google Analytics here we're gonna come back so we're at the main admin screen is when you have Google Analytics set up on your website you can come into your audiences here and go into audiences and click on to create a new audience which you can publish to Google ads and have in Google Analytics so you can do create a new audience and they're gonna have some different audiences here so you can actually do all users so anybody who's visited your website you can get them on an audience list and you can target them through retargeting you can click on cancel here and I'm gonna show you one more thing you can do so you can click on new audience you can click on users who have visited a specific section of your website and you can do page contains and you can make sure you put these different pages in there so when someone's looking for a home in Belle Harbor when someone's looking for a home in Carolina Lakes whatever it is when people are looking for those houses you can put them on a list and say ok anybody who's visited this page here with Carolina lakes so we could do URL contains Carolina lakes we can click on apply you can create your audience named Carolina Lakes it's on next step you can publish your audience right to Google ads and then you can use that for Google remarketing campaigns so if you're driving a lot of different traffic to your website specifically for some really popular neighborhoods you can make sure that if people don't convert or if people haven't bought yet that you can actually send them other advertisements through Google Display you can use remarketing lists for search ads through Google Ads so we have tutorials on our channel for both of those things but this is how I would set up a real estate campaign make sure you're tracking different conversions specifically when someone's signing up for your website when someone's contacting you or when someone's calling you set up your campaign keep it really organized because that's gonna help you keep your costs as low as possible so if you have any questions leave them in the comment section thanks for watching our video today and make sure you subscribe to our YouTube channel