Welcome to the Ultimate Showdown of the Ad Titans: Facebook Ads vs Google Ads for Real Estate
Ah, the age-old question. Which is better, Facebook or Google ads? It’s like asking which is better, cats or dogs? The answer depends on who you ask and what you’re looking for. But since we’re talking about real estate marketing, let’s dig in and see which platform will give you the most bang for your buck.
Real estate marketing is like playing a game of chess: one wrong move and you’re left with a house that won’t sell. Without effective marketing strategies, it can be challenging to generate leads, close deals, and stand out in a crowded marketplace. Whether it’s through digital channels like social media and search engines, or traditional methods like print ads and open houses, proper real estate marketing plays a vital role in the success of any real estate business.
The most popular online advertising platforms are Facebook Ads and Google Ads. Both platforms offer unique benefits and advantages, which is why it is important for businesses to consider using both of them. However, you may be wondering which one to prioritize with a limited budget. We’ll take a closer look at the importance of each of these platforms and how they can help real estate businesses reach their marketing goals.
Facebook Ads for Real Estate
First, let’s talk about Facebook Ads, now known as Meta Ads – the social media platform that knows more about us than our own mothers. Facebook is the largest social media platform in the world, with over 2.9 billion monthly active users. This massive user base makes Facebook Ads a powerful tool for businesses to reach a highly targeted audience.
Pros of Facebook Ads for Real Estate: Why It’s the Bomb Diggity for Marketing Your Properties
If you’re ready to step up your game and reach a wider audience, look no further than Facebook ads, my friends. That’s right, Facebook Ads are the bomb diggity when it comes to real estate marketing. Let me tell you why.
Targeting Options that Will Make Your Head Spin
Facebook’s targeting options are like a magician’s hat – you never know what’s going to pop out next. You can target people based on their age, gender, interests, behaviours, location, and even their purchasing habits. This means you can reach potential buyers who are likely to be interested in your properties, whether they’re first-time homebuyers or empty nesters looking to downsize. It’s like having a genie who can grant all your real estate marketing wishes.
Showcase Your Properties: Visual Appeal that Will Knock Your Socks Off
Real estate is a visual industry, and Facebook Ads allow you to showcase your properties in all their glory. You can use high-quality images or videos to give potential buyers a virtual tour of the property. Plus, Facebook’s carousel ad format allows you to showcase multiple properties in one ad, increasing the chances of catching someone’s eye. It’s like being a magician and pulling a rabbit out of a hat, except the rabbit is a beautiful property and everyone’s impressed.
More Engagement than a Marriage Proposal
Okay, maybe that’s a slight exaggeration, but Facebook Ads do have the potential to generate a lot of engagement. People can like, comment, or share your ad, which increases its visibility and reach. Plus, Facebook’s algorithm rewards ads that generate engagement, so your ad may be shown to more people if it’s getting a lot of likes and comments. It’s like throwing a party and having everyone show up and have a great time.
Build Brand Awareness
Facebook Ads can also be used to build brand awareness. and help you establish yourself as a real estate expert in your area. By consistently running ads that showcase your listings and expertise, you can increase brand recognition and make potential buyers more likely to remember you when they are ready to make a purchase.
Generate Leads
The goal of any real estate marketing campaign is to drive leads that turn into sales. With its audience targeting capabilities and engaging ad formats, Facebook Ads is perfect for this. Yyou may want to target people who are looking to buy or sell a property, or those who are interested in real estate investment. Plus users can fill out
Flexible Budgets
As with most digital marketing platforms today, on Facebook Ads, you can set your own budgets and bids for ad placement. This means you can control your advertising costs and maximize your return on investment (ROI).
The Cons of Facebook Advertising for Real Estate
While Facebook Ads offer a wide range of benefits for real estate marketing, there are also some cons that you should consider before investing in this advertising platform.
Ad Fatigue and Ad Blindness
Facebook users are constantly bombarded with ads, which can lead to ad fatigue. With so many ads appearing on people’s feeds, it’s easy for your ad to get lost in the noise. People may become tired of seeing the same ads over and over again, become annoyed with them or they may simply ignore them altogether. This can make it difficult to reach your target audience and generate leads.
Limited Visibility for Certain Demographics
While Facebook offers targeting options based on demographics, interests, and behaviors, there are some groups of people who may not use Facebook at all. For example, older adults may be less likely to use Facebook than younger generations. This means that if you’re targeting older adults, you may not be reaching them through Facebook ads.
Ad Blockers
Some users may use ad blockers, which can prevent your ads from being displayed to them. This can limit your reach and decrease the effectiveness of your ads.
Ad Placement
The ads are displayed in a user’s newsfeed, which means they can easily be overlooked or scrolled past. This can make it difficult for real estate businesses to capture the attention of potential buyers with their ads. Consider varying your ad placements across Facebook’s network: in-feed ads, Instagram stories, Instagram feed, etc.
Ad Approval Process
Facebook has strict guidelines for its ads, and any ads that violate these guidelines may not be approved. This can be frustrating for real estate agents who want to advertise their properties in a certain way. For example, certain types of images or language may be prohibited in Facebook ads, which can limit your creativity and impact.
Dependence on Facebook’s Algorithm
Facebook’s algorithm determines which ads are shown to which users, based on a number of factors such as engagement, relevance, and bid amount. This means that even if you have a great ad, it may not be shown to the right people if Facebook’s algorithm doesn’t deem it relevant or engaging enough. This can make it difficult to get the results you want from your Facebook advertising campaigns.
Changes in Facebook’s Advertising Policies
Facebook is constantly updating its advertising policies, and these changes can have an impact on your advertising campaigns. For example, in the past, Facebook has made changes to its targeting options for certain demographics, such as removing the ability to target by ethnicity. This can make it difficult to adjust your campaigns and stay up-to-date with Facebook’s policies.
Cost
While Facebook Ads can be cost-effective, the cost per click or impression can vary depending on the competition for your target audience. This can make it challenging to predict how much budget is needed to maximize visibility.
Google Ads for Real Estate
In the other corner, we have Google, the search engine giant that can answer any question in the world (except maybe, “why did I buy that ugly house?”). Or maybe soon with today’s AI chatbot advancements? However, Google Ads is more than just text ads showing up in the search results. Google Ads is a powerful platform for real estate marketing, with a variety of ad types to choose from including Search Ads, Display Ads (banners), Video Ads (YouTube), Shopping, Mobile App ads and more. Here, we’ll explore the 3 main types that are useful for real estate professionals.
Search Ads
Search Ads are text-based ads that appear at the top of Google search results when someone searches for a specific keyword. For real estate agents, this means you can target people who are actively searching for properties in your area. You can create ads that promote your listings, services, or even your brand. It is also the perfect channel to reach sellers looking for information on selling their properties.
To runs Search Ads, you’ll need to choose the keywords you want to target, create ad copy that includes those keywords, and set a bid amount for each keyword. When someone searches for one of your keywords, your ad will appear on the search results page.
Display Ads
While search ads are limited to people actively searching for your services on google.com or google.ca, display ads offer additional reach. Display Ads are visual ads that appear on websites that are part of Google’s display network. You know when you were just looking for flights to Mexico and then you keep seeing banner ads with flights to Mexico on different websites you visit? Those are display ads. The display network includes a wide range of websites, from news sites to blogs to social media platforms and more. For real estate agents, this means you can reach a wider audience than just those who are actively searching for properties.
To create a Display Ad, you’ll need to create an image or video ad and set your targeting options. You can target people based on demographics, interests, behaviors, online browsing habits and more. Your ad will then appear on websites that match your targeting options.
Video Ads
Video Ads are a type of Display Ad that appear as video content on YouTube or other websites within the display network. Video Ads can be a great way to showcase your properties and give potential buyers a virtual tour. YouTube is the 2nd-largest search engine and the largest video streaming platform. Plus advertising on YouTube is pretty cost-effective – you only per view or per click. A video view is counted when the viewer watches at least 30 seconds of the video or all of it if it’s shorter than 30 seconds.
To create a Video Ad, you’ll need to create a video that’s less than three minutes long and meets Google’s ad policies. You can then choose your targeting options and set a bid amount for each view.
Which Type of Ad is Right for You?
The type of ad that’s right for you will depend on your marketing goals and budget. If you’re looking to reach people who are actively searching for properties, Search Ads may be the way to go. If you’re looking to reach a wider audience, you’ll also want to complement your search with Display Ads or Video Ads. It’s important to consider your target audience, the message you want to convey, and the budget you have available when deciding which type of ad to use.
The Benefits of Google Ads for Real Estate Marketing: Why It’s a Must-Have Tool
Real estate agents are always looking for effective ways to market their properties, and Google Ads is a must-have tool in any agent’s arsenal. With its advanced targeting options, cost-effective pricing, and ability to reach a large audience, Google Ads can help agents generate leads, increase brand awareness, and sell more properties.
Advanced Targeting Options
Google Ads allows real estate agents to target people who are actively searching for properties in their area. You can choose specific keywords related to real estate, such as “homes for sale” or “real estate agent,” and create ads that appear at the top of the search results when someone searches for those keywords. This means you’re reaching people who are already interested in buying or selling real estate, making it more likely that they’ll click through to your website or landing page.
Cost-Effective Pricing
One of the biggest advantages of Google Ads is its cost-effectiveness. You can set your own budget and choose from different bidding options, such as cost per click or cost per impression. This means you’re only paying for the clicks or impressions you receive, and you can adjust your budget as needed based on your results. Compared to other forms of advertising, such as print or television ads, Google Ads is a more affordable option for real estate agents.
Large Audience Reach
Google is the most popular search engine in the world, with over 3.5 billion searches per day. This means there’s a large audience out there for real estate agents to reach through Google Ads. Whether someone is searching for a specific property or just browsing real estate listings, Google Ads can help you get in front of them and increase brand awareness.
Measurable Results
Google Ads provides real-time data on your ad performance, including clicks, impressions, and conversion rates. This means you can track your results and make adjustments as needed to improve your campaigns. You can also use Google Analytics to track how people are interacting with your website or landing page after clicking on your ad. This data can help you make informed decisions about your marketing strategy and optimize your campaigns for better results.
The Cons of Google Ads for Real Estate Marketing: What You Need to Know
Google Ads is a powerful platform for real estate marketing, but like any marketing strategy, it’s important to be aware of the potential downsides. In this article, we’ll explore the cons of Google Ads for real estate marketing and what you need to know to make informed decisions.
Competitive Keyword Bidding
One of the biggest cons of Google Ads is the competitive nature of keyword bidding. Real estate keywords can be highly competitive, meaning that other agents may be bidding on the same keywords as you. This can drive up the cost per click and make it more difficult to get your ads seen by potential buyers.
Learning Curve for New Users
Google Ads can be a complex platform, especially for new users who are unfamiliar with the terminology and bidding process. This can make it difficult for real estate agents to set up and manage their own campaigns, leading to a need for outside help or a steep learning curve.
Ad Fatigue and Ad Blindness
Similar to Facebook advertising, Google Ads are subject to ad fatigue and ad blindness. With so many ads appearing on the display network, people may become tired of seeing the same ads over and over again, or they may simply ignore them altogether. This can make it difficult to reach your target audience and generate leads.
Unlocking the Dynamic Duo: How Using Both Can Supercharge Your Real Estate Marketing Efforts
While these two advertising platforms have their own unique strengths, when used in harmony, they can help take your real estate marketing to the next level. Here are some tips on how to use Google and Facebook together to maximize your marketing efforts:
Use Google Search to Target Users who are Actively Searching for Properties
Google is an excellent platform for targeting users who are actively searching for properties. Use Google Ads to target specific keywords related to your properties in your municipality and create compelling ad copy that encourages users to click through to your website.
Use Facebook Ads, Google Display & YouTube to Build Brand Awareness
Facebook, Instagram, Google Display and YouTube are all perfect for reaching users that search can’t reach, which will also help you build brand awareness and generate leads. Use visually appealing ads to showcase your properties and create engaging content that encourages users to engage with your brand. Be sure to vary your targeting options to reach your ideal audience based on their demographics, interests, browsing habits and behaviors.
Use Retargeting to reach users across platforms
Retargeting is a powerful marketing technique that allows you to reach users who have already interacted with your brand. Use retargeting across both Facebook and Google to reach users who have visited your website or engaged with your social media profiles. This can help keep your brand top of mind and encourage users to take action.
Use analytics to track your results
Both Facebook and Google offer robust analytics tools that allow you to track your results and optimize your campaigns. Use these tools to monitor your ad spend, track your ROI, and make adjustments to your targeting and bidding strategies.
By using Google and Facebook in harmony, you can create a comprehensive real estate marketing strategy that reaches your ideal audience and maximizes your ROI. So what are you waiting for? Start experimenting with these tips today and see how they can help take your real estate marketing to the next level!
To sum it up, both Facebook Ads and Google Ads have their own unique strengths and weaknesses for real estate marketing. But, when used together in harmony, they can work wonders for your business. With Facebook Ads, you get advanced targeting options and social proof, while Google Ads allow you to reach users who are actively searching for properties. By leveraging the benefits of both platforms, you can reach a wider audience and build brand awareness for your business. Retargeting and analytics tools offered by both platforms can help you track results and optimize campaigns for better ROI. So, why not try out both Facebook Ads and Google Ads together to create a comprehensive marketing strategy for your real estate business and stand out in a crowded market?
