Paid Ads (Pay Per Click) for Small and Midsize Businesses (SMB)
Let Realtors Around You Know Who You Are
PPC is one of the most important aspects of a well-established digital marketing strategy
And that’s exactly why you shouldn’t even think of omitting it. However, not many business owners hold a complete understanding of the concept.
According to HubSpot, “Pay-Per-Click, commonly referred to as PPC, is a paid advertising approach which falls under the Search Engine Marketing. Whenever a person interacts with the ad through clicks or impressions, the advertiser will be charged a specific amount of fee.”
When done perfectly, PPC helps businesses earn huge amount of high-quality leads, which ultimately results in a huge ROI. Not only is PPC used in Google or Bing, but it’s also used in various social channels.
Listed below are the top reasons why PPC is a must-have in any digital marketing strategy, and title companies are no different.
- Targeted Audience
- Immediate Results
- High Conversion Rate
- Optimize Search Results
- Measurable ROI
What are the difference between search ads and display ads?
At Omni we like to distinguish between two types of leads:
- Ready to act lead
- Potential lead
The ready-to-act leads are the ones who would Google “title companies around me”.These kind of leads are:
– They know what title company is
– They know they need a title company
Ready to act leads are the ones who are looking to engage with you right now. Typically we would address them with Google Search Ads. Here’s an example:
Google Search Ads for title companies:
And this is how it looks from Google ads control:
Google ads is a machine with a thousands options. There are so many ways to run ads on Google. If done right and with attention to details, search ads can be super effective. But if you manage them without understanding all the factors, you can end up throwing your money on clicks of audience who are not your clients and on ads which won’t convert.
What happens after they clicked on you ad?
This question is often overlooked. If the person who reacted to your search ad clicked on the phone icon and called you sales- well that’s where marketing is assigning a lead to sales. But what if that person clicked on the ad to visit your site? Basically this would be the case most of the times. Well then, he/her would get an impression of your website, your brand and in some point make a decision whether they are going to act or not.
Here’s a secret. In 90% of the cases, they will leave your site without taking any action.
This is where display ads and re-targeting ads are stepping in:
Display networks are groups of more than 2 million websites in which your title agency’s ads can appear.
What is re-targeting?
We will embed a pixel or a cookie code in your site. This code will be able to identify the IP’s which visited your site. Once after they visited your site, they will continue to see your ads in many other sites or apps.
So, if a real estate agent in your area:
- Googled “title companies near me”
- Then saw your search ad and clicked on it
- Then visited your site
- And didn’t take action
- And you don’t want to miss him
- Now he will see your ads in various other sites, getting the impression that you are a very serious title company
And that’s not all! Think about the same agent listing a house, seeing your ad on Realtor.com AND, subscribing to your email newsletter, AND seeing your posts on LinkedIn, AND your videos on Facebook, PLUS someone from your office keeps on liking his posts.
Is that a no brainier? We believe it is!
As a title insurance agency, the majority of your prospects are real-estate agents. Quite honestly, there’s just no platform better than LinkedIn to connect with real estate professionals all across the world. Facebook and Twitter can definitely help you generate leads. But, when it comes to LinkedIn, there’s just tons of information available on the platform for real estate agents. Listed below are the top reasons why LinkedIn is just the perfect platform for the title insurance companies to attract real-estate agents:
- Build Credibility
- Join Groups
- Publish Updates
- Connect with Your Prospects
- Stay Updated and Learn More About the Industry
Similar to other platforms, there’s just tons of information being shared by people all around the world. Amid a huge amount of information being published every minute, your high-quality, valuable content might require a boost.
And that’s exactly where LinkedIn Ads come in.
Listed below are the reasons why you equip LinkedIn ads in your arsenal:
- About 4 out of 5 LinkedIn members drive business decisions.
- LinkedIn’s the #1 platform for B2B lead generation.
- Double the buying power of the average web audience.
LinkedIn Matched Audience Offers Custom Targeting Solutions
That’s one of the most amazing features offered by the platform. With this feature, you can reach out to the people you already know with contact, website and account targeting.
This feature will help you target active agents (the ones who are active and already have listings). You’d either be able to target these real estate agents by criteria or by simply uploading a list.
Yes! You can upload a list of agents.
Here are the three types of targeting:
- Website Targeting
- Contact Targeting
- Account Targeting
LinkedIn Display Network (LinkedIn Dynamic Ads)
With LinkedIn Display Network, you can engage the prospects with the help of ads that are specifically personalized for them.
Here’s what you can do with these dynamic ads:
- Personalize your audience experience
- Automate individualized campaigns at scale
- Customize ads with respect to your marketing objectives.
For instance, in the past, we created a high-quality article for one of our clients that really added value to the life of the realtors and interest their attention straight away.
Secondly, with the help of this feature, we created a campaign we referred to that article, which links to the website.
Here are the top reasons why Facebook ads are a really important part of any marketing campaign:
- Robust Analytics
- Micro-Targeting Your Exact Audience
- Create Ads That Cater to Your Specific Goals
- Find New Leads
- Custom Call-To-Action Button
- Encourage Customer Loyalty
In order to attract realtors and lenders in your area, you need to head over to the Audience sections that come under Facebook Ads Manager. Click on “Create Audience” and choose “Custom Audience” from the drop-down menu.
Now, a list of an audience that you can create will be displayed in front of you.
You can upload a list of your current audience to your Facebook ads as well.
Alongside, you can target your prospects with an ad that encourages them to sign up to your newsletter, which is specifically dedicated to providing daily marketing tips to the realtors.
Let’s talk about the “potential customer” lead. That’s right, the second type.
Facebook retargeting is all about finding your prospects who’ve already visited your website and utilizing this data to find their Facebook profiles and display your ads in front of them.
Listed below are the top three reasons why you should equip Facebook Retargeting in your arsenal straight away:
- You Can Make Your Brand Look More Substantial
- You Will Gain The Trust Of Your Prospects
- You Can Reach Out To Them When They’re Available
We can talk about marketing all day long:)
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