A PPC campaign cannot be successful without an effective landing page. They drive conversion, return on investment (ROI), and build trust between leads and your real estate company. If you’re aiming to level up your PPC knowledge, you cannot skip the role of landing pages. In this blog, we’ll dive deep into what makes an effective landing page and how to leverage them in your real estate PPC campaigns.
Carley Carey Real Estate Team’s IDX search results page and Nanoose Bay Waterfront listings CMS page.
Overall, a landing page’s main job is to convert visitors into leads. Unlike other pages that feature a lot of information (communities, images other than the properties for sale, agent introductions, etc.), your landing page should be purpose-driven and focused. PPC campaigns target specific audiences, and having a landing page that speaks to them and their needs, increases your chances of converting your target.
That’s why our PPC team always makes sure that the landing pages they use in their campaigns are well-crafted and tailored. In an industry like real estate, relationships matter, and it can all start with the first click.
Optimizing a landing page involves matching it with your PPC campaign’s keywords. If you are advertising ‘houses for sale in Vancouver’, Google Ads expects your page to feature that exact content. There shouldn’t be any unrelated information or images on the landing page that doesn’t support your keywords. The main thing you should ask yourself when building your landing page is if it closely matches your visitors’ search intent. Having a disconnect between these two elements can frustrate visitors and evoke negative emotions.
Imagine clicking an ad for homes in Vancouver and being directed to a page that displays a mix of properties across all of Canada. That would surely make you leave that page! Keep your landing page focused on what your ad promises to provide, fulfill visitors’ search intent, and opt for a clean layout that would encourage conversion. This can mean sending an inquiry or creating a saved search.
The Salamone Group’s page targets people searching for homes in downtown St. Petersburg.
Landing pages should be customized to adapt to different target markets. For example, if you created a PPC campaign for people looking for waterfront properties, make sure to tailor your landing page to display only those types of homes. We recommend using an IDX map search results or a specific CMS page as a landing page for this type of ad. These pages are direct and simple, but do an incredible job in making sure visitors immediately see the information they’re seeking. With a few clicks, visitors can turn into leads. The user journey is short and straightforward because the longer the process, the less likely they will convert. The key takeaway? Tailor your landing page to be simple but relevant to your target’s intent and needs.
Waterfront Properties’ West Palm Beach IDX search results page.
One of the best ways to assess your landing page’s performance is by using Google Ads. It is important to understand your landing page’s relevance, and Google Ads provides insights on this through Quality Score and predicted user experience. These metrics involve assessing factors such as your landing page’s user-friendliness, how well it matches user intent, and helpfulness to visitors. Monitoring your performance in Google Ads ensures you’re page is still effective and you’re able to address any points for improvement.
Plus, you can search for top-performing keywords on Google Ads and use it to update your IDX snippet title and page title to further optimize your landing page. You need to continuously monitor and optimize your page so it can adapt to changing user behaviors and market trends.
Carly Carey Real Estate Team’s PPC ad and landing page featuring Nanaimo Waterfront homes.
Pay-per-click (PPC) campaigns and landing pages are like two sides of the same coin. PPC campaigns drive targeted traffic, while landing pages make sure this traffic is effectively converted. Directing PPC leads to a dedicated landing page can significantly lower your cost-per-click, making the campaign more cost-effective. This is because dedicated landing pages are tailored to match the premise of the ad, increasing your Quality Score and improving your Ad Rank and Search Impression Share.
The partnership between your PPC ad and landing page isn’t just about cost-saving. As mentioned above, it’s also about enhancing the user experience. When a user clicks on an ad and is directed to a page that aligns with the ad’s promise, it creates a positive experience.
An example of a Google Ad’s performance dashboard.
With so many things going on, it’s easy to overlook a few things that can negatively affect your landing page’s performance. Here are some common mistakes to watch out for:
- Too much content: Overloading your landing page with too much information can make it difficult for Google to determine your page’s intent, which can result in your ad not being shown. Keep your landing page simple and focused with a clear intent.
- Mixed messaging: If your ad says “Find homes in top school districts,” but your landing page is about condos downtown, you’ll lose your visitors. Make sure that your message is consistent from your ad to your landing page.
- Forms that ask for too much: People are more likely to fill out a form if it’s short and simple. Asking for too much personal information or putting too many fields can deter some visitors from completing the form.
- Excessive number of listings: We recommend only showing a maximum of 12 listings at a time so that they’re displayed well on mobile and PC.
- Displaying old listings: The arrangement of your listings matter. Display the newest properties first so you can be seen as the best source of the most recent listings.
- Not mobile-friendly: Most people browse on their phones now. If your page loads slowly or isn’t optimized for mobile, your visitors will most likely leave before they even get to read your headline.
- No testing or tracking: Even if you think you’ve done everything you could to optimize your landing page, it’s still essential to run A/B tests, check your performance, and make small tweaks over time.
Market trends and customer behavior constantly changes, so it’s important to always stay in the loop. Join the REW Forum to connect with other real estate professionals, ask questions, share your insights, and learn from a vibrant community. Plus, we also built platforms that you can visit any time to level up your PPC skills. Head over to the new Resources page for all our PPC guides and informative articles, or to the updated REW Academy to watch educational videos and webinars by experts. Don’t hesitate to also contact us if you need professional PPC support.
The REW Forum, Resources page, and REW Academy.
Running PPC campaigns is a great way to generate leads, but when you combine that with a powerful CRM, modules, and SEO? That’s when you really start converting. With our Summer Promotion, you can upgrade your tools with a brand-new pricing package (plus double the users!) and take advantage of incredible deals–$1,000 to be used for professional services, 25% off SEO, design, and custom programming, and free modules for 3 months upon sign up.
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PPC and Landing Pages FAQ
How do Google Ads benefit from dedicated landing pages?
Dedicated landing pages can lead to a higher Google Ads Quality Score, resulting in lower cost-per-click, better ad placements, and increased conversions.
Can I use the same landing page for multiple PPC campaigns?
While it’s technically possible, it’s best to tailor each landing page to the specific intent and audience of each PPC campaign to ensure maximum relevance and conversion. This is something Real Estate Webmasters is remarkably good at doing – if you’re looking to level up your PPC campaign efforts, you know where to find us.
I’m an existing Real Estate Webmasters customer, can I still enjoy the Summer Promotion?
Yes! We encourage you to connect with your Account Manager so they can discuss the terms and conditions.
