As an agent, countless tech platforms pull at you left and right, trying to convince you to spend your advertising dollars. But only one of those platforms is the world’s biggest and most popular search engine: Google. One of the most popular advertising channels for many agents is Google Ads, so here’s the scoop on what makes advertising on Google so foolproof.
1. Share of search traffic
Let’s start with one of the most striking numbers of all — more than 92% of the world’s search engine traffic is controlled by Google.
Even more shocking? Real estate searches on Google have skyrocketed by more than 253% over the past 4 years.
Regardless of how you feel about advertising with Google Ads, it’s undeniable that Google reaches just about anyone you’ll ever interact with, professionally or otherwise. Why not reach people where they already are?
ROI, or return on investment, is different from industry to industry. Certain fields see stronger ROI than others. Differences aside, the average advertiser saw an ROI of 200% while using Google Ads. It’s tough to argue with an ad platform that will, on average, almost certainly double your initial investment.
3. High-intent, hyperlocal leads
In today’s world, nearly half of all home buyers start their house hunt with a Google search. These prospective clients aren’t searching for just anything, though: They’re using what we call “hyperlocal searches” (think “3 bedroom condos in Los Angeles” or “5 bed 4 bath homes near me”) to find properties that might interest them.
These searches give a lot away about the person performing them. After all, someone entering one of the previously mentioned phrases likely knows where they want to settle down. More than that, though, these searches signal that the people behind them are ready to move in ASAP — high-intent leads actively looking for a home or an agent.
By advertising on Google, you can target specific, hyperlocal search phrases like the ones above, leading the hottest leads straight to your website or landing page.
4. Diversity of ad types
The most common type of ads you’ll see on Google look like this:
But your options don’t end there. In fact, by advertising through Google, you have access to the following ad placements:
Google Display Network (GDN)
Ads on Google Display Network can appear on websites almost anywhere on the internet. They come in a variety of dimensions, and can be spruced up with eye-popping imagery, copy, and even movement.
YouTube / Video Ads
These ads show up while you’re watching YouTube. They’re minimally invasive and have great reach, but the resources involved in creating video ads mean that it’s not always feasible to put one together.
You’ve likely seen Google Shopping ads every time you’ve Googled something you’re interested in purchasing. These ads are very visible, but agents will probably find them limiting: After all, a house is a much bigger purchase to advertise than a pair of shoes.
Gmail ads are interactive ads that can be served directly to someone’s inbox. Ads in Gmail are displayed at the top of a user’s inbox within the social or promotions tab, and when expanded, they present a section of body copy and a call to action.
Regardless of your chosen placement, the diverse ad types offered to you as an advertiser can be hugely beneficial when it comes to getting the word out. These different placements also offer you a chance to get creative with your copy, imagery, and messaging.