Let’s begin by defining PPC and why you should use it. PPC is short for pay-per-click and in essence, your company pays Google or other search engines to receive “clicks” to your online marketing ads. You should consider implementing a PPC campaign if you want to increase brand awareness, drive traffic to your website or announce a new marketing initiative, product or service.
You should also consider working with a third-party marketing or advertising firm to help your company maximize your PPC campaign success. Since you are paying for each click you receive, you want to ensure you are spending your money wisely. Without extensive research on keywords and a strategic plan in place with expert help, you will likely waste some of your allotted budget for PPC.
Now, let’s dive into the many benefits of PPC and what it can offer to your home builder development or business.
PPC is not only one of the best ways to advertise your products or services online, but it is also a great way to increase conversions.
A conversion is defined by a consumer performing a given task you have requested of them. For example, making a phone call or filling our an online form.
PPC works by determining relevant keywords about business, developing text ads and then creating a landing page that converts consumers that click on your ads. A landing page informs the prospect of your offerings and helps them move along the homebuyer’s journey in a methodical manner.
The goal of a landing page is to get your audience to convert over. Whether that be with a submission form to schedule a tour of one of your homes, a sign up for your monthly home trends newsletter or a phone number of one of your sales team members, there is always a strong call to action in the landing page.
A landing page focuses primarily on one call to action to keep the message clear and to the point. To offer multiple actions is to risk confusing your prospects.
Google analytics offers you or your marketing firm with a vast array of insightful data about your campaigns. In fact, it can even show you exactly what each prospect is typing to find your products or services. It can aid you in improving the quality of your keywords in order to dial in and target those who meet your audience criteria best.
The wealth of marketing data does not stop here. Google Ads can also determine impressions, clicks, conversion data for each keyword of your campaign.
One of the most significant factors about PPC is that Google will prioritize those campaigns that are the most successful. Optimizing your campaign for you and helping you to achieve your full potential.
Did you recently rebrand your company with a new website? If so, run a PPC campaign to promote it! This ensures that people will visit your new website or even visit your current site. PPC gives your company the opportunity to expose your brand to a wide audience on a search engine results page.
Think of it like this: How will your consumers know your website or brand exists without a simple Google search?
That is why you need to use online marketing to increase your brand awareness with effective digital marketing strategies such as PPC. Keep in mind that PPC is just one of a number of proven strategies to drive traffic to your website.
The last factor when it comes to driving traffic for your PPC is negative keywords. Negative keywords are similar to keywords; however, they allow your ad to not show for selected words or phrases.
For example, if you are marketing for one of your single-family houses, some negative keywords would be “condos for sale”, “spacious condominiums”, etc. This will block your single-family home ads from being shown in the condo market sector. Negative keywords are important because they help push your ads in the right direction to your targeted audience and niche.
PPC is different than other traditional marketing techniques because you only pay for the clicks you receive. Other platforms such as TV advertising or billboards will display to a broad audience regardless if they actually pay attention to your brand message or not.
For instance, PPC opens the doors for active and searching prospects, allowing you to only pay for clicks from people who express an interest in your company.
In other words, PPC can be a cost saving measure compared to other traditional forms of advertising if your budget-conscious and want to spend your money wisely.
You can adjust your budget at any time within Google Ads, so it gives you the freedom to make adjustments in near real time. In fact, you can tweak your PPC ads as you go and allocate more dollars to the high performing ads to increase your effectiveness.
Since PPC is highly targeted, it allows your company to go after those who fit your target market’s criteria. Which in turn, helps you achieve a higher brand awareness to those who have the highest potential of being one of your future prospects.
These are only a few of the many benefits which accompany an effective PPC campaign. Remember, before you dive into PPC, consider working with a marketing expert who has time and experience with Google Ads and can help you get started. You don’t want to waste money in using ineffective keywords or poorly targeted audience data.
What is stopping you from PPC?
About Terry Zelen
Creative Director | Consultant | Author | President of Zelen Communications
Terry Zelen is a seasoned Creative Director with more than 35 years of experience in Home Builder advertising and marketing.
He is the founder of The Punch List, which is an online blog to help inform home builders and developers on strategic marketing insights to fuel their firm.
Fill out the form below to subscribe for the The Punch List Newsletter. We'll send our latest news & industry insights, directly to your inbox.