In the last quarter, Google made $19.1 billion from paid advertising. An alarming figure, especially when we consider that the majority of advertisers must be there because they make a profit themselves from doing so. It is undeniably a massive forum for all advertisers and marketers, providing targeted, relevant and engaged users to their sites, and property marketing is no exception.

Advertising on Google, and more specifically advertising successfully and profitably on Google is easier said then done however. Here, we will use our years of property marketing industry expertise to provide a top level insight into the three major Google advertising formats, and their pros and cons when it comes specifically to advertising residential, industrial, office and retail property.

Google Search

These are the text adverts that you see displayed above your organic search results in Google. When the keywords your adverts are targeting are entered by a user you are entered into an auction with every other advertiser who is doing the same. The auction uses a formulae which in its most simple form is ‘Max Cost per Click x Quality Score = Total’ and adverts are ranked in order of highest to lowest total.

google search result example

Pros

Actively Engaged Audience – You not only target people by the keywords they use, but can also target specific locations, devices being used, time of the day and day of the week. All this can be used to ensure your audience is highly targeted, and the keywords they use suggest they are actively looking for a property like yours.

Bid Management – Using your performance data you can experiment with how little you can bid per click. If you pay £1 a click on a £100 budget, but could get away with bidding £0.50 and still receive enough clicks to spend your budget, then you have doubled your site traffic without spending more money.

Tailored Adverts – Different adverts can be used for specific keyword sets in order to drive traffic to a particular page. Does your development have different flat/house/warehouse/office/retail sizes available? Then create specific adverts for each of these sizes that only appear for keywords that are closely related to this property size.

Cons

Cost – This is consistently more expensive per click than the other two forms of Google advertising.

Location – Your property location can make a significant difference on the amount you need to bid. Competitive residential areas such as Brixton or Hackney for example will cost much more per click than others.

Job Seekers – Be careful to exclude all keywords related to job seeking to ensure your adverts are not shown. A lot of budget can be wasted when your advert is triggered by keywords relating to ‘warehouse jobs london’ or ‘office jobs in bank’ for example.

Google Display

The Google display network is a large group of websites who accept Google adverts being shown on their site. These adverts come in a handful of sizes and can be text adverts, static image adverts or gifs. They are usually displayed at the side, top or bottom of a site.

google-display-example

 

Pros

Website Targeting – You can pick specific websites to show your adverts on, or enter keywords relevant to your property and Google will match those keywords to what it deems as relevant websites and will display your adverts for you.

Show off Imagery – Good quality CGI’s and photography can be costly, and this is a great chance to use marketing material you have already paid for and make it stretch further.

Payment – You can pay per click or pay per 1,000 impressions. The latter is very effective for awareness campaigns during the early stages of a property development. This is also often the cheapest per click advertising method of the three in this article.

Cons

Passive Audience – Although you can take steps to focus the sites that your adverts are displayed on, the audience who see your adverts may not necessarily be actively looking for a property such as yours. If you choose to pay per click however, this will lessen the impact.

Tactical Bidding – It can be more difficult to interpret what the minimum amount is that you can get away with bidding as you don’t have ranking statistics in the same way the Google Search Adverts do.

More General Adverts – If your development has multiple sized properties available, it is very difficult to show them to a specific audience. For example, if your residential development had 1, 2 and 3 bedroom flats, it would be hard to show specific 2 bedroom flat adverts only on websites related to 2 bedroom flats, and so adverts often need to be more general for the development as a whole.

Google Remarketing

These are adverts that are shown to people who have already visited a specific part of your site. Once they have visited a certain page, or set of pages, they are added to a specific ‘Remarketing List’ and you can then target members of this list with image adverts through the display network as well as text adverts in the normal Google search results.

Pros

Engaged Audience – You have a guarantee that the audience who see your adverts have already engaged with your site, and so if they choose to visit again by clicking your adverts they are much more likely to convert regardless of the website that your adverts are shown on.

Targeted Campaigns – You can create specific adverts for any page on your site. If someone were to visit the page for a specific warehouse size on your industrial development site, you can follow them with adverts specifically about that warehouse which include exact imagery and copy.

Tactical Timing – You can build a remarketing list of all visitors to your site during the early development/holding page stage, and then send them remarketing adverts once the site is live and the property is available for viewings.

Cons

Remarketing List Sizes – To show adverts through the display network the remarketing list you are using needs to have at least 100 members, meaning that 100 people will have had to have visited the page/pages that you are targeting. To show adverts in the Google search results this list needs to have 1,000 members. This can be difficult for smaller properties.

Remarketing List Duration – After a certain period of time, people will fall off of your remarketing list. This is 540 days for display adverts, and 180 days for search adverts.

Go live date – Due to the restrictions on remarketing list sizes, you have to wait until your list reaches the threshold to show adverts, whilst the other two advertising methods can go live immediately. Start building your lists as soon as possible, even if you are not yet sure whether you will use them for a paid campaign or not.

Verdict

Paid campaigns on Google need to be closely tailored to the property you are looking to promote, and perhaps more importantly, the way you are looking to promote it and the timing of the campaign in relation to the stage that the development is at. A search campaign could be unnecessarily expensive per visitor for a brand awareness campaign of an industrial development which won’t be completed for some time, when you could use display instead for example and drive more traffic for the same budget.

Make sure you take all of this into account when considering using paid Google advertising for property marketing, and if you would like to learn more or have us help you run your own campaign, please feel free to get in touch with us here!