Clicks. Leads. Measureable Results.

Property Brand PPC

What is it? How does it work? What’s involved?
Our proven PPC strategy for Property Brands.

Property Brand PPC

What is it? How does it work?
What’s involved? Our proven PPC strategy for Property Brands.

Property Brand PPC – What is it?

Property Brand PPC – What is it?

Pay Per Click Advertising

Pay Per Click advertising (PPC) for property brands is a marketing practice in which advertisers pay a fee each time one of their ads is clicked.

Search engine advertising, especially using the Google Ads platform, is one of the most popular forms of PPC. Google Ads is so popular in fact that when letting agent advertisers talk about PPC they often use both terms (Google Ads and PPC) interchangeable. In short, Google offer advertisers the opportunity to pay for ad placement in a search engine’s sponsored links. Primarily, Google Ads is based on keywords. Sponsored links appear when someone searches a keyword related to the product or service being advertised, for example ‘house to let Nottingham’.

‘Earning’ v ‘Buying’

To help understand PPC in more detail, let’s first create some context. Whilst Search Engine Optimisation is focused around ‘earning’ visits to your property website through a long-term strategy, PPC is essentially a method of ‘buying’ visits to your property website, which can be both a short-term and long-term strategy.

The aim of a well-run PPC property brand campaign is not to simply generate a click. Once a user has landed on your property brand website the goal should be to gain a specific type of user action, such as booking a viewing or a direct phone call to your team. Your website, it’s call-to-action and all-round usability all play a major part in the success and outcome of your PPC strategy. Don’t pay for a click and send a user to an underwhelming website.

Opportunity

Looking at the keywords below using Google’s Keyword Planner you can see just a few terms relating to letting agents in the location of Sheffield, and how many times the keywords are being searched for every month. The keyword ‘houses to rent Sheffield’ is searched 9,900 times per month, and these five keywords alone generate 18,800 searches per month.

Google Sponsored Links will be at the top of every single one of the 18,800 searches for these five keywords. Here you have the opportunity to be in the right position, at the right moment, exactly as a user is looking for their new home in Sheffield.

I have nothing but good things to say about Bricks & Marketing. At Luxome we've seen significant increases to our web traffic, search engine engine rankings and content output since partnering.
Tom O'Brien, Luxome

I have nothing but good things to say about Bricks & Marketing. At Luxome we've seen significant increases to our web traffic, search engine engine rankings and content output since partnering.

Tom O'Brien

Luxome

The Benefits of Property Brand PPC

The Benefits of Property Brand PPC

PPC advertising can have a significantly positive impact for letting agent businesses and brands. Here are a few compelling reasons to explore PPC and the value it can create.

Business Goals

PPC comes down to the numbers. All of the activity you might want to monitor in your property business, such as website visits, click through rates (CTR), viewings booked, and leads, can all be tracked and fed back into your overall business goals. If set up correctly, you can place an exact figure on each metric and continuously work towards optimising and improving your property brands most crucial performance indicators.

Instant Traffic

PPC can drive traffic to your property brand’s website instantly.

Organic Search focuses on high-quality content, and earning your position, on the first page of Google. The struggle and time involved to do this is absolutely worth it, but it does take resources: either time or money. Luckily, Google’s advertising slots are already there – so why not take advantage of the visibility this can give you and start generating leads for your property brand?

Cost Effective

The key to a successful and sustainable PPC campaign involves finding the sweet spot between results and budget. You have complete control over all aspects of your account and can adjust accordingly.

Return on Ad Spend (ROAS) can help to evaluate which campaigns are the most effective, and where to invest future advertising budgets. If the ROAS for your 3 Bedroom House campaign is 150% (You earn £1.50 for every £1 spent), and the ROAS for your 5 Bedroom House campaign is 200 % (You earn £2 for every £1 spent) you now have data to inform future bidding and budgeting decisions.

Hot Leads

One of the most compelling arguments for investing in PPC is that your property brand adverts allow you to reach your ideal user at the exact time they are actively searching for your service.

No other marketing channel can place your business in front of users who are already interested in what you have to sell quite like paid search. PPC advertising equals hot leads.

Also, it’s worth remembering that your PPC campaign can be set up so you only pay when your ad is clicked on.

Measure and Track

As we discussed earlier, you have total control over your PPC efforts. It’s incredible easy to track and measure hundreds of metrics. Google Ads, paired with Google Analytics, turns your digital strategy into a powerful tool.

The data gained here can inform other parts of your property brand business. Remember, you can start small and have the flexibility to scale up.

Brand Visibility

The Google Display Network (GDN) encompasses over 2 million websites, and counting. Google offers many different ways to tap into its advertising platform. From a brand visibility perspective, Google’s Display Network gives you huge reach, that can be targeted further, and the GDN provides relatively cheaper clicks compared to other forms of PPC. If your a property brand looking to push your brand in front of active users, this might be the cost-effective way to do this.

PPC & SEO

It’s a commonly held limiting belief that it has to be one or the other: PPC or SEO. In reality, PPC and SEO are a marriage made in heaven.

Your performance data of impressions and conversions, and everything in between, from Google Ads, provides insight you won’t find anywhere else. You can then use this data to inform decisions on a keyword-by-keyword basis for optimising your property brand SEO efforts. For example, you can share PPC insights on best performing headlines and descriptions, to optimise on-page website copy.

SEO can inform PPC activity in a number of ways, such as revealing “hidden keywords” within the buyer journey, demand, competitiveness, and how lucrative a keyword is in reality.

Targeting

Using Google Ads you can target the user device, time of day, location, you name it. If your account data points to website visitors using their mobile phones to start a search, and then booking a viewing in an evening on a desktop computer, then you can take advantage of your property brand’s competitive edge and bid accordingly.

We'd highly recommend Bricks & Marketing, efficient, approachable and extremely helpful.

Dee Harry, JustLettings

We'd highly recommend Bricks & Marketing, efficient, approachable and extremely helpful.

Dee Harry

JustLettings

What’s involved in Property Brand PPC?

What’s involved in Property Brand PPC?

Anyone can set up a PPC campaign and begin right away, but that doesn’t mean it will produce the right type of user visits, let alone be cost effective or generate meaningful leads.

There are plenty of factors to consider in order to ensure your Google Ads campaigns are built for sustainable growth and profitability. Here are just a few of the top level factors Google Ads use to decide who should (or should not) receive the business changing gift of high quality traffic. Remember, although you have to pay for every click within Google Ads, if your account performance and optimisation are ahead of that of your competition (Quality Score), you will pay less than other property brands for each click.  Click on each section to learn more.

Account Structure

Landing Pages

Targeting

Keyword Strategy

Bidding and Budget

Quality Score

Match Type

j

Copywriting

Display Network

Queries

Ad Extensions

Tracking and Reports

Your newly built property brand PPC campaigns need constant monitoring and optimisations to deliver your desired business goals. You can then see which keywords, ad copy and overall messaging resonates with your audience.

Property brands in your local area are investing time and energy into pay per click advertising. A well-thought out PPC strategy has to set you apart from the local competition. Whichever way you move forward with Google Ads strategy your must differentiate and exceed what everyone other property brands in your local area is doing.

Bricks & Marketing put in a huge amount of effort to get to know us, our business and our market. Since working with them we have seen a large increase in leads so I would highly recommend them.

Oliver Robinson, SDP Student Homes

Bricks & Marketing put in a huge amount of effort to get to know us, our business and our market. Since working with them we have seen a large increase in leads so I would highly recommend them.

Oliver Robinson

SDP Student Homes

A proven PPC Strategy for Property Brands

A proven PPC Strategy for Property Brands

Bricks & Marketing help property brands to grow their businesses using SEO, Pay Per Click Advertising and Conversion Rate Optimisation. We have a combined 15 years experience within the property marketing sector.

Business owners, Managing Directors and Marketing Managers look to Bricks & Marketing when:

Needing piece of mind that the brands SEO and PPC strategy is industry led and bespoke to their needs.

Committed to delivering sustainable growth in online sales and revenue.

Feel their current strategy is stuck in a rut and in need of fresh ideas and outside perspective.

Bricks & Marketing are different from what you will find in the marketplace:

Google Ads doesn’t work the same in all industries. We understand the unique differences of the property sector due to 15+years of experience in digital marketing within the sector. Our team are heavily invested in knowing the inner detail of how Google Ads interprets the property sector, which give us a competitive advantage over a standard PPC marketing agency.

We have evolved with the requirements of what is required for a digital marketing strategy to succeed now and in the future.

Our team is specialist, not generalist.

We are an officially certified Google Partner, which means our team are trained and certified in Google Ads. This training is to an expert level, required by Google of all of its Partners.

We have experience in building successful PPC strategies for property brands, primarily in the UK, but also across the world.

Our clients become long-term partners. We’ve worked with over 50+ property brands in our 15 years as an SEO and PPC marketing agency to the property sector. That past experience of knowing what and what doesn’t work is invaluable, and we’ll apply it to your property brand PPC strategy immediately.

At Bricks & Marketing we understand that clicks, impressions and traffic are important, but not top level business metrics. Leads, in the way of booking confirmations and enquiries, are metrics that grow property brands. This methodology is at the forefront of everything we do.

Bricks & Marketing lives and breathes everything property marketing.

01.

Discovery

Our PPC discovery process is the most important phase at the beginning of a new partnership. We need to uncovers your needs, your challenges, your USP, and above all your desired results.

02.

Onboarding

From the beginning we know what success looks like.  We then plug your online properties into our bespoke tools and reporting system. Our custom-made project management system is now yours.

03.

Strategy

Predictable results won’t happen without a clear strategy. Although our proven local PPC strategy has been developed over 10+ years, it is adapted accordingly and made-to-measure for your property business.

04.

Optimisation

The optimisation stage involves working on the tactics outlined in the strategy. During this stage we will also educate you on how and why we are working on each specific task.

05.

Reporting

“What you measure, you move.” This is the first step in evaluating the progress and performance of your PPC strategy. You’ll receive reports at agreed upon timescales and access to your own bespoke dashboards.

06.

Results

Why else would we be doing this? Based on the results we can tweak and refine your strategies as data comes in. We want to show you results as soon as possible, but the bigger picture strategy should never stop.

Chris has changed the way we look at search engine marketing and how to recruit for it, proving to us that it works.

Jenny Mayes, Ryan Direct Group

Chris has changed the way we look at search engine marketing and how to recruit for it, proving to us that it works.

Jenny Mayes

Ryan Direct Group

Enough about us. How can we help you?

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