Author: admin

“Listen… it’s not working.”

Those are the same words that thousands (millions?) of real estate investors have said to the person running their PPC ads.

“I’ve already spent $1,500 and I haven’t closed a single deal from those leads! If it hasn’t worked now, then it isn’t going to work.”

It’s difficult to believe differently than that. After spending thousands of dollars on a campaign which isn’t delivering the kind of results your business needs, quitting seems like the only logical option.

But let’s slow down for a moment.

Just because you’ve spent several thousand dollars on your PPC efforts without closing a deal does not mean you’re doing something wrong. In fact, it might mean you’re doing something right.

Let me explain.

What Is The Goal Of Your Real Estate PPC Campaign?

Is your real estate PPC campaign a success?

To answer that question, you first need to determine the goal of running ads.

If you’re simply trying to build brand awareness, then seeing a tangible return on your investment might be irrelevant. If you’re trying to generate leads for your email list which might turn into a closed deal down the road, then all that matters is getting new people on your email list. In those cases, use the metrics mentioned in this article to determine how successful your real estate PPC campaign is.

If more likely, you’re running a PPC campaign to find motivated sellers and close deals, having a strict, tangible, profitable ROI matters a lot more. The first thing you’ll need to do, then — before you even launch your campaign, ideally — is set a realistic and profitable budget for your ads.

Here’s how to do that.

What is a Realistic Budget and ROI For Your Real Estate PPC Campaign?

Earlier, I said, “Just because you’ve spent several thousand dollars on your PPC efforts without closing a deal does not mean you’re doing something wrong. In fact, it might mean you’re doing something right.”

And I meant it.

At Carrot, we know lots of real estate investors who have to spend between $1,000 and $5,000 to get a single deal. The reason for that has nothing to do with their ads being ineffective, but everything to do with thick market competition. The thicker the competition, the more investors have to spend on ads to close a single deal.

Here’s the kicker, though: those investors are still making between $10,000 and $50,000 in profit as wholesale fees. So while spending up to $5k on an ad campaign might seem crazy, it’s still very profitable.

Brian Rockwell is one such investor (and Carrot member!) who consistently pays several thousand dollars to close a single deal in his highly competitive market: Dallas, Texas.

Here’s what he has to say about it:

“Would you pay $3,000 to make $30,000? I don’t know about you, but I’d take that deal all day long.”

Okay. Great.

Spend money to make money. You get that.

But how much money is too much money? How much should you expect to spend on your PPC campaign before closing a deal? At what point should you throw in the towel?

To answer that question, check out our free-to-use ROI calculator for paid ad campaigns.

You’ll just need four pieces of information in hand:

1. Typical profit per deal
2. Typical # of leads to close 1 deal
3. Cost per click
4. Website conversion rate

Example:

Imagine that you can safely expect to make at least $15,000 in wholesale fees on a single deal. Let’s also imagine you’re in a competitive market and that it takes you 25 leads to close one deal. Your cost-per-click for your PPC campaign is $15 and your website conversion rate is 15% (typical for a Carrot site).

That means you should expect to spend at least $2,500 to close a single deal and no more than $3,250.

And while that might seem like a lot of money to spend, you’ll also notice that the ROI on your expenses will be between 362% and 500%…

As Brian Rockwell said, “I’d take that deal all day long.”

Formula For Calculating ROI

Of course, ad spend is likely not your only cost for generating leads and closing deals. You might also be paying people to run your ads for you, tackle due diligence on properties, meet with buyers, or create contracts.

Maybe you also want to include those costs in the overall ROI of your PPC campaigns…

It’s up to you… really, it depends on what you want to find out. If you want to strictly determine how effective your PPC campaign is and if you’re staying within budget, then you might want to leave other indirect costs out of the equation. If, on the other hand, you want to determine the profitability and ROI of your entire business, then you’ll certainly need to include all other costs.

Whatever the case, here’s the formula you can use for finding the ROI of any of your marketing efforts.

ROI = (Revenue – Cost) / Cost

How To Determine a PPC Campaign’s Effectiveness (The 4 Metrics That Matter Most)…

There’s no doubt about it: ROI is the king of determining the success of any PPC campaign.

If you’re not making more money than you’re spending — if your ads aren’t profitable for your business — then you need to press “Stop” and try something else.

Having said that, looking only at the ROI of your PPC campaign can blindside you to other important metrics. Because even if your ads are profitable, they still might not be as profitable as they could be.

The goal is to not only run profitable and realistic PPC campaigns but to also increase the effectiveness and profitability of those campaigns. To do that, you should keep a close eye on the below metrics, test new things, and make changes as needed.

1. Cost-Per-Click

You can find this metric reported directly in your Google Ad dashboard. It tells you the amount of money you’re spending for each click you receive. The more enticing and click-able your ad is to website browsers (i.e. the more people who click), the less money you’ll spend on each click. However, competitive markets will force a high cost-per-click regardless of how effective your ad is, simply because there are so many other bids.

2. Quality Score

The quality score of an ad campaign is a metric which attempts to show you, with a score between 1 and 10 (10 is best), how effective your ad campaign is. Using the number of clicks your ad is receiving when people see it, the quality score also influences how much Google is going to show your ad, your cost-per-click, and even your ad placement (at the top vs. at the bottom). Keep a close eye on this metric and tweak your ad if it has a low-quality score.

3. Impression Share

Impression share is the percentage of people who, when your ad was placed on the page they visited, actually scrolled and saw your ad. If you ad has a low-quality score and is sitting at the bottom of the results page, your impression score will be much lower than competitors with ads showing at the top. An impression score of 80% means that 80% of people saw your ad and 20% didn’t.

4. Website Conversion Rate

While this isn’t technically a PPC metric, the website conversion rate is absolutely vital to consider for any paid ads you’re running which drive traffic to your website. Since you’re paying to generate clicks and hopefully leads and closed deals, you need a website which consistently converts the traffic your hard-earned money is driving to it. What’s a good conversion rate? Find out over here. And if you don’t want to worry about optimizing your website for conversion, consider getting yourself a Carrot website. We’ve generated over one million leads for investors and agents all around the U.S. and we’d love to do the same for you (a typical Carrot website conversion rate is around 10%. A typical conversion rate for most other industries is around just 2%).

Conclusion

I understand.

It gets discouraging, running ads which aren’t pulling results for your business. After all, if your business is to survive, you can’t be dumping money into a useless ad campaign for much longer.

You need results.

But keep in mind that results often take time.

The best thing you can do, in fact, is set yourself up for success by determining a realistic budget for your PPC campaigns: how much should you expect to spend? And how much is too much?

With those numbers, you’ll be far more confident spending the money you’re spending… knowing when you should expect a closed deal and when you’ve spent too much.

Then, work to improve the ROI of your PPC ads by watching the 4 metrics mentioned in this article. Because even if your paid ads are profitable, you still might be able to make them more profitable. Which is always a good thing to do.

With that, you’re ready to run successful PPC campaigns. The rest is simply doing, testing, trying, and iterating. Off ya go!

Before you launch a real estate PPC campaign and even press “Start,” you want to give that campaign the best chance of success.

× ×

Google Ads QuickStart: You know you want to advertise on Google Ads, but setting up your first campaign can seem daunting. That’s where we come in. Let our PPC certified experts do the heavy lifting.

Learn More!

× ×

Demo Carrot: How many deals are you losing to your competitor’s website?

Take a Free Demo

When it does launch, you want to collect clicks from motivated sellers or interested buyers, and you want your cost-per-click to stay within budget.

Easier said than done, of course. You might think that a campaign will convert like a million bucks, but then you launch it… and it doesn’t.

(You’ve been there, right?)

How can you possibly know what will convert well and what isn’t before you even launch the campaign? Well, ultimately, you can’t. But you can use a few simple copywriting tricks to increase the chance that your ad is a winner.

When it comes to platforms such as Google Ads, it’s just words on a page, no images or video allowed. So let me walk you through 8 ad copy for real estate PPC campaigns tips that will have you lowering your cost-per-click and increasing your conversion rate in no time.

But before we dive in, you need to be aware of the different ad platforms’ character limits. Character limits can make crafting ad copy a little difficult, so you’ll need to have an idea before writing.

Google Ads:

15 headlines with 30 characters for each headline.
4 description lines with 90 characters for each description.
Option to pin your headlines and descriptions in specific positions of your ads.
Set your display URL path.
Set your final URL like a normal expanded text ad.

Microsoft (Bing) Ads:

Titles 30 characters each, up to three ad titles
Ad text 90 characters each, up to two ad descriptions
Final URL 2048 characters, including prefix (e.g., “www.”), suffix (e.g., “.com”), and tracking templates

Facebook Ads:

Facebook ad specs for single-image ads are:

Text: 90 characters
Headline: 25 characters
Link Description: 30 characters

Limits change a bit for carousel ads:

Text: 90 characters
Headline: 40 characters
Description: 20 characters

8 Tips To Write High-Converting Ad Copy For Real Estate PPC Campaigns

Tip #1: Write 3 Ads And Choose The Best One

Writing three ads from the get-go rather than one can help get your creative juices flowing and give you more ideas for connecting with your audience and getting them to convert. I do this for many different ad copy, and I find that the last one I write is usually the best, because you start getting in your flow, and the ideas become more solid as you write them down.

Try this: write down three complete ads, headlines, and descriptions, and see which one you like the most. More than likely, one will stand out among the rest. This is a quick way to ensure you’re not running an ad just because it was the first thing that came to mind. Your brain needs to simmer a bit before it comes up with high-converting ad copy.

Let me give it a swing to show you what I mean…

Tip #2: Run Consistent A/B Tests

If you’re in the real estate business for the long run, which you are, then you will be doing a lot of marketing. And the more you learn about what makes motivated sellers and buyers tick, the better ads you can write.

Perhaps the best way to learn more about your target market — what makes them click and convert — is to A/B test pieces of your sales copy.

Do not, though, A/B test two totally different ads. While that can be interesting anecdotally, you can’t possibly pull any quantitative information from those tests since there are too many differing factors.

Instead, choose which part of an ad you want to test, and then create two identical ads, save for the one element that you want to test (headline, for instance).

Here’s an example of an A/B test where the marketer tested the description (pretty significant difference in results for such a small change).

(Image Source)

Tip #3: Spend 3 Times as Long On Your Title

If you’ve spent any time as a copywriter, then you’ve heard it a million times: the headline is the most important part of your ad. It’s what people see first; in the case of Google ads, it’s often the only thing they look at before they click.

If that doesn’t illustrate the importance of your headline, I don’t know what does.

Make sure you dedicate a little extra time to brainstorming a title that resonates with your target market.

First, you want to start with a basic ad headline.

Sell Your House Fast For Cash!

Then, you want to look for places to add specificity to the title (specificity is enticing, vagueness isn’t). Here’s an idea.

Get a Fair Cash Offer On Your House in Just 24 Hours!

That’s a little better. We can make it even more specific if we’re willing to do more targeted advertising.

Going Through a Divorce? Sell Your House Fast For Cash

Or…

Dealing With Foreclosure? Sell Your House For Cash Now!

You can see how each title gets better as I spend a little more time thinking about it. The same will be true when drafting headlines for your Google ads.

Google Ads Tips: Including your keyword within your title can help increase your Quality Score.

Tip #4: Try Using These Power Words

Different words trigger different thoughts and different emotions. Fortunately, most people are very similar, and certain words trigger similar emotions. Using words that evoke the right emotion can be extremely effective at making your copy more enticing.

What words should you use? Here’s a list of power words for any sales copy you write.

1. You/Your
2. Because
3. Introducing
4. Welcome
5. Unique
6. Announcing
7. Secret
8. Hidden
9. Truth
10. Temptation
11. Now
12. Discover
13. New
14. Win
15. Cheap
16. Free
17. Lazy
18. Humiliation
19. Alone
20. Reject
21. Stress

Here are a couple of examples of these and other similar power words in Google Ad campaigns:

Here are a couple of examples of these and other similar power words in Facebook Ads:

If you’re a Carrot member, don’t miss the opportunity to learn from the industry’s top Facebook marketers. Check out the Facebook Leads Masterclass today!

Tip #5: Touch On The Prospect’s Emotional Pain Or Desire

When you’re writing sales copy, you aim to connect with your prospect’s emotional pain or desire (depending on whether you’re trying to attract sellers or buyers). No one buys anything or commits to anything without first seeing a vision in their head — a vision for how that product or service might solve their problem or give them something they desire.

No one buys a car without first imagining owning it. No one buys a house without first walking around and imagining living in it. And no one will work with you unless they can see the tangible benefits of doing so.

Your copy should wise up to that and try to get the prospect to imagine what it’ll be like to work with your business.

For example…

Tip #6: Try Statistics or a Case Study

One of the best ways to make your Google Ads copy more enticing is to use statistics or a case study. This builds credibility for your business and makes your promise more believable.

Here are some examples of what I mean… notice how the data makes them far more enticing than some previous examples.

Tip #7: Respond To Common Objections

If you know what objections people will have when they read your ad, why not deal with them right from the beginning? Maybe not in your headline… but definitely in your description.

Here are some of people’s most common objections about working with real estate pros…

• Can I trust you? — First and foremost, people want to know that they can trust you and your business. Real estate is a big transaction, the biggest transaction that most people will ever deal with, and it’s for that reason that people so carefully try to vet who they’re going to work with to ensure that they’re the real deal.
• Can I buy or sell fast? — Speed is important if you’re dealing with motivated buyers or sellers. No one wants to wait forever to get their pain or desire fulfilled.
• Will it be difficult? — People want to know that you will do all the legwork. They don’t want to have to do anything difficult themselves.
• How much will it cost me? — No one wants to be nickel and dime’d. Tell people how much it’ll cost them and move on with it.
• What’s the catch? — Most people think that everyone is trying to manipulate them, especially marketers, so indicating that there are “no strings attached” can be a helpful sales strategy.

Tip #8: Study Your Competition

A great way to get ideas for your own Google Ads campaign is to spy on the competition and see what top agents and investors in your market are doing. Then you can either copy them, try to do better than them, or do something completely different. Either way, you can make more informed decisions when you know what the competition is doing.

You can use a tool like ChatGPT to do competitive keyword research. Or you can keep it simple and type your target keyword phrase into Google and see what ads come up.

Conclusion

You can’t know whether an un-launched ad will perform as you want it to. Only once you hit the big red button can you measure your ad campaign’s cost-per-click and ROI.

But these eight PPC Ads copywriting tips will give your ads a far better chance of winning the click and the day. Give them a try, and let us know how it turns out!

Are you dismissing Bing PPC for real estate investors because that “guy” in the online forums said it’s not worth using it? Is your Google Ads campaign killing your marketing budget?

× ×

Demo Carrot: How many deals are you losing to your competitor’s website?

Take a Free Demo

What if I told you Bing might help you attract extra leads at a lower cost (if you do it right)?

“For me, Bing Ads is too expensive. The conversion rates just suck…” via Reddit

“Bing Ads are s*** compared to Google Ads in my experience”. via Reddit

We see these kinds of comments about Bing PPC for real estate investors all of the time. You probably do as well.

We’re often asked, “Is Bing PPC worth it as an additional source for real estate investor advertising?”

So, we wanted to find out… and we started testing, which we dive into below.   Also, we’ll show some of the advantages Bing can have over AdWords.

Don’t Assume That Google Ads Is The Only Game In Town For PPC Marketing

When prospects search online for a real estate professional (this applies to investors and agents), you want to be on the first page.

Because if you are, people will click on your result, they’ll visit your website, and there’s a darn good chance they’ll even become a lead (at the very least, you can tag them once they visit your website and retarget them with Facebook ads — learn more over here).

And leads from search engines are typically much higher quality than direct mail leads, bandit sign leads, or even door knocking or cold calling leads.

Because they came looking for you.

However, in the world of search engines and PPC, Google Ads reign supreme. Google, after all, dominates nearly 95% of all search engine traffic.

(Image Source)

But in this article, we’re not talking about Google Ads. We’re talking about Microsoft Advertising (the advertising platform behind Bing, a search engine mockingly acronym as “But It’s Not Google”), which holds about 2.39% of the world’s search engine market share.

That begs the question: why are we discussing Microsoft Advertising?

Well, there are a few advantages you should be aware of.

Should You Use Microsoft Advertising?

While holding 2.20% of the world’s search engine market share seems small and insignificant, those two percentage points still amount to 12 billion searches per month. Everyone searches online. Most people do it daily, so owning a few percentage points of the world’s search engine share is more powerful than it seems.

And here’s the other thing: most people only use one search engine.

If you’re a Google user (and you probably are), when is the last time you searched using Bing, Yahoo, or DuckDuckGo?

Yeah… don’t even remember. Neither do I. And neither do most people.

Most online searchers use a single search engine and rarely stray.

This means that the people who search using Bing… you’ll seldom reach those same searchers with Google Ads. Conversely, you’ll rarely reach Google Ads users when using Microsoft Advertising.

Searchers don’t cross platforms. This means to reach all of your prospects, your business should.

But look — I’m not going to tell you that you have to advertise on Bing; it’s your call. I want to point out that running a Microsoft Advertising campaign in addition to your Google Ads campaign can give you a competitive edge in your market: you’ll reach the people who your competitors aren’t probably even advertising to.

Because since Google is the biggest, most visible search engine, everyone knows about it, including your competitors. And they’re advertising on it.

Bing? Maybe not. Using Microsoft Advertising could help you snag leads that your competition outright ignores.

Is Bing PPC for real estate investors worth it?  Here’s What We Found…

Carrot Member Google Ads Campaign

With that success with Google Ads, we wanted to see if we could “stack” on more leads by adding Bing PPC to the picture. As you can see, he invested $1,910 in ad costs during those 30 days in Google Ads and collected ten confirmed online opt-in leads… and many other phone call leads. Counting the phone call leads brings his cost per lead down to under $100 per lead.

Same Carrot Member Bing PPC Campaign

Now let’s compare them both apples to apples across the board.

Clicks:

• Google Ads: 377
• Bing: 338

Google Ads had 11.5% more clicks by volume

Impressions:

• Google Ads: 41335
• Bing: 24660

Google Ads had 68% more impressions by volume

Click Through Rate:

• Google Ads: .91%
• Bing: 1.37%

Bing had a 50% greater click-through rate by a percentage

Cost Per Click:

• Google Ads: $5.07
• Bing: $3.32

Google Ads cost per click was 53% higher than Bing

Conversions:

• Google Ads: 10
• Bing: 6

Google Ads (for this specific market) only had 4 more online leads in total (doesn’t count phone call leads).

Total Invested:

• Google Ads: $1910.34
• Bing: $1123.65

Google Ads overall spending was 70% higher than Bing and yielded 40% more leads.

Just one thing to remember from this test… the cost per lead in this campaign is higher than our typical cost per lead on PPC.  The client wanted us to test a set of 6,000 broad match keywords he received from a mentor… vs. our more targeted approach to PPC management.

The cost per lead on that broad match keyword group is 5x higher than on our targeted group… for the same number of leads. But the client is ok with that higher cost per lead because his margins on deals are so high that it ensures he’s not missing any leads.

Bing delivers lower search volume but a more attractive cost per lead. 

Of course, you’ll get more impressions and clicks on Google Ads, but you’ll usually pay more per click for those visitors.

It’s not that one is better than the other… this post is mainly to lay out the argument that Bing is a very valid PPC marketing platform that, in this month-long test, pulled leads that cost us less than we pay for leads from Google.

More… Quick Microsoft Advertising Stats

Here are some stats about Bing and Microsoft Advertising to keep your mind churning and informed.

• Bing has about 1.3 billion, unique monthly visitors.
• Bing has about 500 million monthly search volume from the United States.
• Microsoft Advertising generally has a lower cost-per-click than Google.
• Google Ads’ click-through rate has been neck-and-neck with Microsoft Advertising click-through rate, around 2.5%.
• Bing offers better support to advertisers with lower budgets.

7 Reasons Why You Shouldn’t Ignore Bing PPC For Real Estate Leads…

1. Bing PPC offers cheaper CPCs (costs per click) and potentially higher ROI 

This is primarily because fewer investors use Bing over Google Ads. Bing Ads generally has lower competition than Google Ads, especially in the real estate industry. With fewer advertisers competing for the same keywords and targeting options, the cost per click (CPC) on Bing Ads tends to be lower. Real estate investors can use this lower competition to secure motivated seller leads at a more cost-effective rate.

Here are some additional reasons by CPCs are lower on Bing:

1. Cost-Effective Advertising: Lower CPCs on Bing Ads translate to lower advertising costs for real estate investors. By paying less per click, investors can stretch their advertising budget further, enabling them to reach more motivated sellers within their allocated budget. This cost-effectiveness can lead to a higher return on investment (ROI) for investors, as they can generate more leads and conversions for a lower cost compared to other advertising platforms.
2. Targeting Specific Audience: Bing Ads allows precise targeting options, including demographics, location, and search intent. Real estate investors seeking motivated seller leads can leverage these targeting options to reach their desired audience more effectively. By narrowing down their target audience and focusing on specific geographic areas or relevant search terms, investors can ensure their ads are shown to users actively looking for real estate information or intending to sell their properties. This focused targeting can result in higher conversion rates and an improved ROI.
3. Unique User Base: Bing has a distinct user base that often differs from Google’s audience. Bing users tend to be older, more affluent, and more likely to be homeowners. These characteristics align well with the target audience of real estate investors seeking motivated sellers. By advertising on Bing Ads, investors have the opportunity to connect with this specific user base and potentially find motivated sellers who are more likely to engage with their ads and pursue a real estate transaction.

Considering these factors, Bing Ads can offer real estate investors seeking motivated seller leads a cost-effective advertising solution with cheaper CPCs and potentially higher ROI. By leveraging the lower competition, cost-effectiveness, precise targeting options, and unique user base of Bing Ads, investors can maximize their ad spend, generate more leads, and increase their chances of finding motivated sellers interested in their real estate offerings.

2. The Expanding Reach of Bing PPC

Bing PPC has experienced remarkable growth, solidifying its position as a formidable advertising platform. With the integration of Microsoft Advertising and Bing, its reach has expanded significantly, capturing a substantial share of search queries.

In fact, Bing now powers over 30% of all search queries in the United States. Ignoring Bing PPC could mean missing out on a sizable portion of potential leads and lucrative real estate investment opportunities.

3. Bing Ads offers new ad features!

Since 2022, Microsoft Advertising (formerly Bing Ads) has introduced several changes to its ad structure to enhance the advertising experience for marketers. Here are some notable updates:

1. Expanded Text Ads: Microsoft Advertising introduced Expanded Text Ads, allowing advertisers to create more compelling and informative ads. Expanded Text Ads feature additional headline and description fields, providing more space for advertisers to highlight their products or services. This update allows for more creative and engaging ad copy, improving click-through and conversion rates.
2. Image Extensions: To make ads more visually appealing, Microsoft Advertising introduced Image Extensions. This feature enables advertisers to add relevant images to their ads, helping them capture the attention of potential customers. By incorporating visual elements into their ads, advertisers can effectively convey their brand messages and increase ad engagement.
3. Callout Extensions: Callout Extensions allow advertisers to include additional text to highlight unique selling points, key benefits, or special features of their products or services. This update gives advertisers more flexibility to communicate essential information to potential customers and differentiate themselves from competitors. By leveraging Callout Extensions, advertisers can increase the relevance and impact of their ads.
4. Dynamic Search Ads: Dynamic Search Ads (DSA) were improved to provide more accurate and relevant ad targeting. This feature enables advertisers to automatically generate ads based on the content and keywords on their websites. Microsoft Advertising’s DSA now offers improved page coverage and refined targeting options, ensuring that ads are shown to users actively searching for related products or services.

These updates to the ad structure in Microsoft Advertising (formerly Bing Ads) offer advertisers more versatility, improved visibility, and better opportunities to engage with their target audience. By leveraging these features, marketers can create more impactful and effective ad campaigns on the platform.

4. Syndication across the Microsoft Advertising Network

Bing PPC allows real estate investors to syndicate their ads across the expansive Microsoft Advertising Network. This network includes popular platforms such as MSN, Outlook, and Microsoft Edge, ensuring broader exposure and increased visibility for investment opportunities.

By leveraging the Microsoft Advertising Network, investors can reach a wider audience, attracting qualified traffic to their websites or landing pages and expanding their potential for successful real estate transactions.

5. Bing PPC offers flexibility!

The differences in Bing Ads ad groups can benefit real estate investors seeking motivated seller leads. Here’s how these differences can be advantageous:

1. More Descriptive Ad Group Naming: With a higher character limit for ad group naming in Bing Ads, real estate investors can use more descriptive and detailed names. This allows investors to organize their ad groups to align closely with their real estate investment strategies.
   
   Using descriptive names, investors can easily identify and manage ad groups targeting specific geographic areas, property types, or other relevant criteria. This level of organization can streamline campaign management and make tracking the performance of individual ad groups easier.
2. Inclusion of Search Partners by Default: Bing Ads includes search partners as part of the ad group targeting by default. Real estate investors using Bing Ads can extend their reach beyond Bing’s search engine to include partner websites such as Yahoo and other affiliated search networks.
   
   By default, investors can potentially reach a wider audience and increase the exposure of their motivated seller ads. This expanded reach can lead to more opportunities to connect with motivated sellers searching for real estate information on partner websites.
3. Default Ad Distribution on Bing Ads: Bing Ads has a default ad distribution setting of “All” within an ad group. Real estate investors’ ads are automatically eligible to appear on Bing, Yahoo, and search partner sites without additional configuration.
   
   This broader ad distribution can increase the visibility of ads and generate more impressions, potentially reaching a larger pool of motivated sellers. Investors using Bing Ads can leverage this default setting to expand their ad reach and increase the likelihood of connecting with motivated seller leads.
4. Ad Extensions at the Ad Group Level: Bing Ads allows real estate investors to set ad extensions at the ad group level. This gives investors greater control and flexibility in associating ad extensions with specific ad groups. Real estate investors can utilize ad extensions such as call extensions, site link extensions, or location extensions at the ad group level to enhance the visibility and relevance of their ads.
   
   By customizing and optimizing ad extensions at the ad group level, investors can provide additional information and relevant contact details to potential motivated sellers, increasing the chances of engagement and lead generation.

Real estate investors can benefit from enhanced organization, broader ad distribution, and more control over ad extensions by taking advantage of these specific features in Bing Ads ad groups. These benefits can help investors effectively target motivated seller leads, increase ad visibility, and drive better engagement, ultimately maximizing their chances of connecting with potential motivated sellers and securing profitable real estate transactions.

6. Bing Ads have better device targeting options. 

Device targeting options in Bing Ads can benefit real estate investors seeking motivated seller leads. Here’s how real estate investors can leverage these options effectively:

1. Mobile Device Targeting: Since many users now rely heavily on mobile devices for their online activities, targeting mobile devices can be a strategic move for real estate investors. Mobile targeting allows investors to reach potentially motivated sellers searching for information on their smartphones or tablets.
   
   By tailoring campaigns specifically for mobile users, investors can capture the attention of on-the-go sellers, increasing the likelihood of engaging with motivated leads.
2. Location-Based Targeting: Bing Ads provides location targeting options, allowing real estate investors to focus on specific geographic areas known for motivated seller activity. By combining location and device targeting, investors can effectively reach potential sellers in their desired locations using mobile devices to search for real estate information. This precise targeting ensures that investors connect with motivated sellers in their target market, maximizing the chances of generating high-quality leads.
3. All Device Targeting: Real estate investors can opt for all device targeting to ensure maximum campaign exposure and reach. By targeting all devices, including desktops, mobile devices, and tablets, investors can cover a broader audience and increase the chances of capturing motivated seller leads across various devices.
   
   This comprehensive approach allows investors to reach potential sellers regardless of their preferred device, ensuring a higher chance of engagement and lead generation.
4. Bid Adjustments for Device Performance: Bing Ads allows investors to adjust bids based on device performance. By closely monitoring the performance of their campaigns on different devices, investors can identify which devices are driving the most conversions and adjust their bids accordingly.
   
   For example, if mobile devices show higher conversion rates, investors can increase their bids for mobile targeting to allocate a larger portion of their budget to the most effective device. This optimization strategy helps investors maximize their return on investment and generate more motivated seller leads.

Real estate investors can utilize device targeting options in Bing Ads to connect with motivated seller leads. By targeting mobile devices, focusing on specific locations, using all device targeting for maximum exposure, and adjusting bids based on device performance, investors can enhance their campaigns’ effectiveness, increase engagement, and generate more quality leads from motivated sellers.

7. Bing Ads platform is ideal for companies with a small budget!

While Google Ads remains a popular choice, Bing PPC often offers a cost-effective alternative for real estate investors. In some instances, Bing PPC can provide a lower cost-per-click (CPC) compared to Google Ads, enabling investors to stretch their advertising budget further and achieve a higher return on investment (ROI).

By optimizing campaigns and implementing strategic bidding, investors can maximize their ad spend on Bing PPC, attracting motivated prospects without breaking the bank.

Is Bing PPC Right For Your Real Estate Investing Business?

It can help you tap into new leads you’d never otherwise reach on Google. That’s for sure.

If just maybe… especially if you need to start on a smaller budget to test the waters.

If your advertising campaign is limited to a small geographic area, Google Ads might be the platform where you’ll gain significant search volume, depending on your keywords and match types. Higher search volume means more potential customers for your business.

Yes, Google Ads is still the “empire” for paid search, with most of the market share. For that reason, Bing Ads is often an afterthought that doesn’t get much attention. But Bing has some unique capabilities that most folks do not use. If you optimize for these Bing Ads only features, you’re sure to increase performance significantly.

There isn’t a right or wrong answer to advertising on Google Ads vs. Bing Ads.

They’re both great platforms with their advantages and disadvantages. But the analyst inside of all great advertisers should prefer to test both.  See if you can stack on additional leads for motivated house sellers, cash buyers, and tenants… you name it… by adding Bing to the mix.

You’ll see, in time, which performs better for your market and budget.

Read this post if you want more great tips on effective PPC marketing.

The Pros and Cons of Microsoft Advertising

Let’s keep this simple and break down the pros and cons of Microsoft Advertising.

Pros

• Bing is the second-most-popular search engine. So if you want to put money somewhere other than Google, Bing is the place to do it.
• Since Bing has less search traffic than Google, it also has less competition and a lower cost-per-click usually, so it can be less expensive to advertise.
• Bing gives you more characters for your ad than Google, allowing you more room to convince people to click your result.
• Bing shows more of its ads at the top of the page than Google does, which is helpful for the click-through rate since people don’t have to scroll down the page.
• Almost 75% of Bing users are over 35, so Microsoft Advertising can be good for reaching an older audience.

Cons

• Bing can have lower search engine traffic (compared to Google), so potentially fewer leads.

My recommendation? Start with Google Ads, and if you have the budget to spare and need a competitive edge, supplement your efforts with Microsoft Advertising.

Still Have Questions?

Still not sure if Microsoft Advertising is right for your business? That’s okay — it’s not always easy to know the right path to take when it comes to marketing. But the good news is that you don’t have to decide now.

Why not try it out for yourself?

You can create a Microsoft Advertising account over here and start driving traffic to your site immediately (and if you need a high-converting site out-of-the-box, sign up with Carrot).

Who knows? Bing might give your business the competitive edge you’ve been looking for.