The Power of Retargeting in PPC for Realtors

Thank you to Real Estate Webmasters for sponsoring this article on RE Technology:

Understanding Retargeting

PPC retargeting, a powerful tool in the real estate industry, ensures that properties and listings stay on the minds of potential clients. This article focuses on retargeting through Google Ads, though the principles can be applied to other platforms.

With this being said, this article is a summary of the original found on Real Estate Webmasters' website.

What Is Retargeting?

Retargeting, also known as remarketing, is a digital advertising strategy that targets users who have previously engaged with your site or content. With Google Ads, you can display tailored ads to these users as they browse other sites or apps. The goal is to remind them of what they viewed on your site and encourage them to return and take action. Segmenting your audience based on their interaction level can make your retargeting efforts more effective.

The Importance of Retargeting

Retargeting ensures that Realtors®' listings remain in the consciousness of potential buyers. This consistent visibility enhances brand recall and trust. Google Ads allows Realtors® to set budgets and big strategies for their campaign, ensuring cost-effectiveness. Realtors® can see higher engagement rates, and a 50% increase in repeat visitors, and can even target specific areas.

The Mechanics of Retargeting

Retargeting operates by placing a pixel on your website. This pixel drops a cookie on a visitor's browser, which later signals Google Ads to display your retargeted ads when they browse other sites. Google Ads makes the process user-friendly, allowing Realtors® to set up and monitor campaigns with ease. The retargeting pixel is GDPR compliant, and retargeted visitors are 70% more likely to convert.

Benefits and ROI

Retargeting offers impressive returns on investment (ROI) for Realtors®. By targeting individuals already interested in your listings, conversion rates are naturally higher. Retargeting can lead to a 147% increase in average conversion rates and 76% more clicks than regular display ads. Google Ads provides real-time ROI metrics for campaign adjustments.

Debunking Myths

Contrary to misconceptions, retargeting isn't about "stalking" users with relentless ads. When done correctly, it's a subtle way to stay on a potential client's radar. Google Ads ensures ads aren't intrusive. Another myth is that retargeting is only for big businesses. In reality, Google Ads offers scalable options suitable for all Realtors®.

Best Practices

For effective retargeting, clear goals are essential. Google Ads allows campaign tailoring for maximum impact. Quality ads with clear images, compelling copy, and well-researched keywords are crucial. Timing is also vital; Google Ads offers tools to customize the timing and frequency of retargeting ads. Dynamic retargeting can show users specific products of listings they viewed.

Conclusion

Retargeting is a significant asset for Realtors®. By using this strategy, listings remain top-of-mind for potential buyers. As the digital world evolves, staying updated is crucial. Embracing PPC retargeting can elevate real estate endeavors to new heights.