A common question that we get is what platforms we support, and which platform should be used.
We have quite a few options regarding platforms, that we will break down a little bit further below. The different platforms that we build advertisements for are: Facebook/Instagram, Google Search and Google Image.
Facebook / Instagram
Advertising Method & Lead Intent
Facebook and Instagram are considered to be one platform, meaning that any ads that run on one will simultaneously run on the other. Facebook is primarily used when focusing on lead quantity. With Facebook we can typically achieve the highest lead flow, as it typically carries the lowest cost per lead. This is because Facebook is considered to be “Disruptive Marketing”. Disruptive Marketing is a process of disrupting (or distracting) your lead from what they are currently doing. In this case, the leads are trying to casually scroll through Facebook or Instagram, and we are ‘disrupting’ what they are doing by placing an advertisement in between posts on their feeds.
This higher lead flow and lower cost per lead is achieved through Facebook's data targeting. Essentially Facebook is tracking interests and lead search history to determine potential interests. Through this method of generating leads, we can connect with leads early on in the process of purchasing a home (perhaps they have only just started looking, or are planning to begin looking soon).
This means that the lead is not likely to be talking with any other real estate agents yet, and through regular follow up (and allowing the system to keep reaching out to the lead) you will be kept top of mind for when the lead is ready to fully dive in. The lack of competition on this kind of lead is the one of the largest factors in cost per lead.
It is important to know that catching leads this early in the process means that they may change their minds, have life events throw off their plans, or they may be casually looking while planning to purchase a year later.
However, this type of lead generation is perfect for building a pipeline of leads that will lend themselves to regular closes within 5 to 6 months. Because of this we do suggest starting with facebook while you are still getting used to online marketing as a whole and how to use our system.
Ad Spend Breakdown & Recommendations
With Facebook, we recommend a minimum of $10 a day on the Recommended Campaign. If you are planning on running the Seller Campaign we recommend a minimum of $20 a day.
As the Seller market has become increasingly competitive, seller leads are coming at an increased cost per lead, which can be extremely detrimental to lead flow. To counteract this lower lead flow, we suggest raising the budget.
Google Advertising Method & Lead Intent
Each of Google’s Advertising methods (Search Advertising, Google Image, and Google LSA) are considered to be ‘Search Marketing’. Search Marketing is the type of advertising in which the lead is actively searching the results that they need (ex: searching ‘Real Estate Agent near me” on google). This type of advertising produces a very motivated lead, because they are already aware of the issue that they have, they know the solution they need, and they are ready to search for it on their own. Because of the higher intent level, these leads naturally come at a higher cost per lead than what you would see with Disruptive Marketing.
Google Search Advertising
When people talk about Google advertising most of the time they are thinking of Google Search advertising. Google Search Advertising is the classic version of searching that we used as an example above. The lead will open up Google, and use the search engine for keywords (real estate, homes, mortgage, etc.). The top two/three listings that appear are labeled as an Ad.
Google Search advertising allows us to list your company there at the top of the search results.
The upside here is that leads are actively searching for a real estate agent, or to purchase a home, etc. based on their search words. They are more likely to convert, and more likely to convert quickly.
However, there are some downsides to Search Marketing as well. The leads that are obtained this way tend to be price driven. They are likely going to be reaching out to your competitors at the same time to get a better price for their situation. When running ads of this type, it is even more important to follow the “speed to lead” practices to ensure that you are getting to them as fast as you can.
Additionally, because these leads are higher intent and actively looking to close, Google Search advertising tends to run a higher cost per lead, and this will negatively impact lead flow (unless you increase your ad spend budget).
When running Google Search advertising, we recommend a minimum of $20 a day on the Recommended campaign, and $30 a day on the Seller specific campaign.
Google Image is one of the marketing avenues that are lesser known. Google Image ads are structured very similar to Facebook. They will include an ad copy, followed by an image. These ads will appear on the “Google Display Network” A group of more than 2 million websites, videos, and apps that have partnered with Google.
Google Image can be considered a middle ground between Facebook & Google Search advertising. With Google Image, you have access to Google data tracking, and you are catching the lead before they are actively searching for a real estate agent. Additionally, using this avenue is a good way to get your ad to many different websites, and follow your lead around, as it is not limited to any one placement. However, it is important to keep in mind that Google Image ads are going to be off to the side of website pages (on sidebars), so it is a bit more difficult to put this ad directly into the lead’s face.
The upside here is that the lead will often see more of your ad and has generally displayed a more active interest in your ad in order to complete the survey. The downside would be that you may notice that lead flow is a bit slower and interaction with the ad may be a bit reduced overall.
When running Google Image advertisements, we recommend a minimum of $20 a day on the Recommended campaign, and a minimum of $30 a day on the Seller specific campaign.
Google Local Service Advertising is similar to Google Search Advertising.
Your ads will populate within the Google search results when leads search by profession,
The primary difference between Google LSA, and Search Marketing is that LSA will display on Google Maps. So when leads search for your profession along with “near me” or when leads are searching your profession on google maps, your information would appear. The lead would be able to view additional information about you and your business, and would also be able to call you directly from their phone.
Google LSA also offers some Verification badges that can assist in building the leads confidence when reaching out to you.
Because of the additional verification steps Zale Marketing is not able to directly assist with this account, However we do offer some additional training that will explain the set up process
The upside here is an inherent focus on “local” business that can help build lead trust, along with Google Verification.
Additionally because the lead is actively searching for the keywords you have set they are higher intent and likely to close quickly these leads will also be calling you directly rather than filling out a survey or scheduling a call.
The downsides to Google LSA Marketing are very similar to search marketing as well. The leads that are obtained this way tend to be price driven. They are likely going to be reaching out to your competitors at the same time to get a better price for their situation. When running ads of this type, it is even more important to follow the “speed to lead” practices to ensure that you are getting to them as fast as you can.
Additionally, Google structures these ads as Cost Per click so you are paying per lead that interacts with your ad.
Unfortunately because each market can be quite different and Google LSA runs of off a cost per click billing system Zale Marketing does not have a suggested budget for Google LSA