Paid Advertising

How are your listings being promoted?

Featured Listing Search Ads

preview of mobile search results

Search ads show when a user conducts a Google search. Google uses a variety of factors to calculate when to show an ad to a user such as what the user typed into the search bar, what keywords we are targeting in Google Ads, what information is provided on the landing page, and much more. 

We are running three Featured Listing Search Ad Campaigns: residential listings, commercial listings, and land listings. For each campaign, we are keyword targeting the address of each property.

It's important to keep in mind that the context of the user's search plays a major role in Google's calculation. Not only does Google take into account what the user typed into the search bar, but they also look at the person's location at the time of the search, if they used a mobile or desktop device, the time of the search, the nature of the search terms, and more. 

Please note, another metric that Google uses a clickthrough rate (CTR) to rank your ad. CTR is the percentage of users that actually click on the ad when it is shown to them, in fewer words, impressions divided by clicks = CTR. Searching for your ad in Google and not clicking on it will lower your CTR which works against your ad rank. Unfortunately, searching for your ad and clicking on it takes money from your budget. See image to the left of a preview generated by Google.

Featured Listing Display Ads

preview of mobile search results

Display ads are made up of images, logos, and text. When do these ads show? That depends on the target audience. We continuously monitor where these ads are showing to minimize accidental clicks from mobile apps or inappropriate sites.

We are running two display ad campaigns to promote featured listings. The difference between these two display ads is the target audience. One display ad is retargeting those users that have already been on the site. Because retargeting campaigns works through tracking cookies, these ads have the potential to run on any site in the Display Network, YouTube channel, or mobile application that the user visits. The second display ad is targeting people based on their homeownership status and interest in purchasing a home or moving soon. Based on the behavior of these people, Google categorizes them in this audience and shows it to them as they browse the web.

The display ads across both campaigns are dynamically created by Google based off of a data feed that contains information about the active featured listings including the address, price, and image. See preview generated by Google to the left.

Agent Display Ads

preview of mobile search results

These display ads are created using your headshots and other information obtained from your staff page. These ads link to your personal staff page. We are targeting people who are looking for real estate services/resources through Google's life events audiences such as "purchasing a home soon", "residential property evaluation", etc.

Sold Listings Display Ads

preview of mobile search results

Display ads are made up of images, logos, and text. When do these ads show? That depends on the target audience. We continuously monitor where these ads are showing to minimize accidental clicks from mobile apps or inappropriate sites.

We are running a display ad campaigns to promote sold listings. The ad graphics within this campaign highlight the success your team has had in selling homes by stating how quickly the home sold and how much over list price. We are showing this ad to potential sellers as proof that your team can successfully and efficiently sell their home. This ties right into the landing page that we send people to when they click on the graphic, the Why Choose Us page. This page continues to highlight other sold listings, testimonials, and more. Currently, we are showcasing three sold listings and will be updating these quarterly.

We are targeting people who are looking for real estate services/resources through Google's life events audiences such as "moving soon", "residential property evaluation", etc.