Google’s system could get listings and other ads in front of a wider – yet also targeted – audience of potential buyers and sellers.
NEW YORK – The Google Discovery Ads platform’s goal is to help companies reach consumers in more engaging and personalized ways. Ads developed through the platform appear on YouTube and Gmail, as well as on Google Discover – a personalized newsfeed on the Google app and its mobile website.
Real estate professionals can use Google Discovery to increase website traffic, drive more queries about specific property listings or raise brand awareness. They can also target specific demographics, interests and behaviors.
Agents have control over who sees their ads, with options such as first-time homebuyers, luxury property buyers and potential renters.
The platform can also focus on high-quality images and property videos, which generally do best if they’re staged to highlight key features, along with headlines and descriptions that are relevant and compelling.
To set up a Google Discovery campaign, go to Google Ads, click “New Campaign” and select “Create a campaign without a goal’s guidance.” Next, choose “Discovery” to define the target audience and budget. Finally, upload creatives capped with a strong, action-oriented call to action.
The landing page associated with each ad must be user-friendly and relevant. It should include extensive information about a property and steps for visitor can take to contact the agent or book a viewing.
Google Ads also provides detailed analytics agents can use to track performance, including click-through rate, cost-per-click and conversions. Underperforming ads can then be revised by adjusting the target audience, creatives or ad copy.
There’s also some AI involved. Google’s machine-learning algorithms are designed to learn over time and enhance the efficiency of the ad targeting.
Source: Realty Biz News (06/27/2023) Shepardson, Ben
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