Mastering Facebook Pay Per Click (PPC) Ads For Your Real Estate Business Part 13

June 15, 2011

Using this approach I’ve found my average cost per click rate gets cut in half vs. bidding at or near the suggested minimum bid price.  The only problem with using the lowball bid per click method is you won’t get nearly as many ad impressions than if your ads are at or near the suggested minimum bid per click.  This is why you want to create loads of lowball ads with slight tweaks to the ad headline, body and the image you use.

In general, if you have ads bid at less than 25% of the suggested minimum bid (eg. 20 cents for a minimum $1 bid) then you’ll find your ads get very few impressions.  Still, it’s worth setting up ads at these lowball prices as you’ll get a few very inexpensive clicks from time to time which will lower your overall Average Cost Per Click significantly.

Have Multiple Ads

It’s always a good idea to get as many types of home buyers and sellers as possible that fit the demographics of your farm area, so to do that you need to setup different ads for appealing to each type.  For instance, for attracting buyers you could have the following domains and resulting landing pages:

TorontoFirstTimeBuyers.com
TorontoMoveUp.com
TorontoPremierHomes.com
DistressSalesToronto.com

For attracting sellers you could use the following:

FacingForeclosureToronto.com
FindTorontoHomeSales.com
FindMyTorontoHomeValue.com
LuxuryHomesToronto.com

The best way of testing the effectiveness of your ads is using what’s known as A/B testing with multiple ads.  This is where you use one ad and then make a duplicate of that ad that’s identical in every way except that it changes one variable (eg. the ad headline).  Pay very close attention to these tests and the results for each ad as this is the real nitty gritty data for understanding what makes your ads effective.

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