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Increase lead conversions & quality of leads in Real Estate ads.

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hello Google adwords specialists,

 

Our company is into Real Estate business and we advertise on Google adwords for many of our clients. We measure Conversions when clients fill up simple details like name, mobile and email address on landing page which promises to give Special information and special price on Buying Homes.

 

What steps are necessary to follow to increase lead conversions while maintaining quality of leads in Real Estate ads? Same ads with same budget in different areas show varied results...we use Manual Bidding and use over 300 keywords...do multiple ads and test the best ads. Can adding Real Estate agents on Google+ pages improve the performance/impressions in any ways? Is 7-10% conversion rate considered to be Good? 

 

All agents want atleast 40-50 leads per month...can it be achieved with monthly budget of $200 or $250 in US and Canada?

 

Thanks in advance for all your recommendations and suggestions.

 

Jay

 

 

 

1 Expert replyverified_user

Re: Increase lead conversions & quality of leads in Real Estate ad

Top Contributor
# 2
Top Contributor

Hi Jay,

 

Welcome to AdWords Community.

 

You came up with more than one question Smiley Happy , let me answer them one by one for you. 

 

What steps are necessary to follow to increase lead conversions while maintaining quality of leads in Real Estate ads?

 

  • It combines several things. To me they should be - campaign structure, keywords, ad copies, ad extensions, bids, and landing pages
  • It's not a one-time process, you need to work on it actively with keywords, adcopies, landing page etc. to make sure everything is falling in the right place.
  • Quality leads come from targeted and relevant traffic which can be achieved by having right set of keywords and ad copies besides being specific to your target geographies. 

 

Can adding Real Estate agents on Google+ pages improve the performance/impressions in any ways?

 

While it can definitely affect your overall marketing strategies, it has no effect on your AdWords performance. 

 

Is 7-10% conversion rate considered to be Good? 

Yes, it is. However, it depends on the industry you are in and the kind of conversion you are aiming, it's absolutely fine for your industry and conversion aim.

 

All agents want atleast 40-50 leads per month...can it be achieved with monthly budget of $200 or $250 in US and Canada?

The actual cost per lead depends on several aspects like industry, competition, target geographies, and your campaigns combined with keywords, adcopies and landing pages. In my practical experience, when a campaign is started and things are consistently optimized to bring in better relevance and quality, the quality scores see a lift and as a result, cost per click reduces eventually. It all comes from how you work with the campaigns.

 

Having said that, it would be difficult to say if you can definitely get certain number of leads on certain budget. Please bear in mind that besides everything else, landing-page is a decisive factor in lead generation funnel. This is the reason if my competitor is getting certain number of leads, I may not necessarily be getting the same number.  I can get lesser or far more than he is getting. It all goes to optimization Smiley Happy .

 

All the best!

 

Thanks
Ratan Jha


About Me: Community Profile | Ratan Jha INC. | Splashsys Webtech
If this or any other post solved your question, do not hesitate to accept it as the solution.

Re: Increase lead conversions & quality of leads in Real Estate ad

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭
Hello Ratan Can specify what is the better way to get more leads in real estate and what is the best way of bidding ?

Re: Increase lead conversions & quality of leads in Real Estate ad

Top Contributor
# 4
Top Contributor

Hi Vivek,

 

Real Estate is a comparatively competitive industry, hence my first advice would be - do not be obsessed with Top Ad Positions. Ranking above all ads does not necessarily mean more conversions, but they definitely mean higher costs. Avoid this, and instead, find your optimal ad position by analysing performance at different ad positions. 

 

Second, be specific to your target geographies, as real estate advertisers normally aims a certain geography only. 

 

Third, make effective use of negatives.

 

And you asked about bidding method, I will tell you the same as I responded in your other thread - Manual CPC > Enhanced CPC > CPA. Take steps to the next method in that order as you have enough conversions.

 

But to make efficient use of CPA, you would be better if you could quantify your conversions well. 

 

My two cents. 

 

All the best!

 

Thanks
Ratan Jha


About Me: Community Profile | Ratan Jha INC. | Splashsys Webtech
If this or any other post solved your question, do not hesitate to accept it as the solution.

Re: Increase lead conversions & quality of leads in Real Estate ad

Visitor ✭ ✭ ✭
# 5
Visitor ✭ ✭ ✭
Thanks a lot Ratan for that detailed reply to all my questions.

Concepts of ECPC and CPA look almost the same...how accurate is Google in delivering what it promises? I have heard CPA and ECPC increase the overall costs, since Google bids according to our objective of getting more conversions. In doing that the keywords maybe bid at a highest rate too. Is it worth optimizing campaigns using these techniques?

Re: Increase lead conversions & quality of leads in Real Estate ad

Top Contributor
# 6
Top Contributor

Hi Jay,

 

Yes, it is worth optimizing campaigns using these techniques. But you should understand basic difference between ECPC and Conversion Optimizer. Let me help with it -

 

The main difference is that ECPC works with the maximum CPC bid that you set, while Conversion Optimizer doesn't. Another difference is that Conversion Optimizer modifies 100% of traffic, while ECPC modifies 50% initially, and then moves that percentage up or down based on how it is performing. You can set both Conversion Optimizer and ECPC to focus on either conversions or converted clicks by choosing a conversion bid metric on the Settings tab of all your conversions. - Source

 

My advice would be - have at least double the number of conversions required (i.e 15) to CPA before going to use it. 

 

Thanks
Ratan Jha

 


About Me: Community Profile | Ratan Jha INC. | Splashsys Webtech
If this or any other post solved your question, do not hesitate to accept it as the solution.