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Is this a good strategy, or am I missing something?
I’m trying to win top place in real estate searches.
I want to see what you all think about bidding in Google search ads with addresses as search phrases.
That is to say, the addresses themselves (of residential properties currently listed for sale in the US) would be the search phrases.
An example is the search phrase “12821 bonita heights dr”.
Why is this a good strategy:
These searches show very high intent, and are potentially quite valueable, but will have little to no historical search volume.Scale:
The scale would be large; covering every property in a given area added programatically as search phrases in campaigns upon being publicly listed for sale on the MLS*.Properties’ addresses will be also programatically removed as search phrases as they are taken off of the MLS.
Potential issues:
As mentioned above the address will have little to no historical search volume before it is listed, and will not have a tremendous amount of search volume when listed.How can I avoid have the be denied for low search volume?
How do I get Google to take my money in this short window if my ads get automatically rejected?
It’s been some time since I’ve handled the day to day of an Google search account.
Do I need to hire a pro/agency for a strategy of this complexity?
DM me if you prefer.
*The MLS or multiple listing service is a sort of info network which shows all of the residental properties currently for sale in the US.
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1 Reply
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You don’t necessarily need an agency or freelancer, it’s a pretty simple strategy. An agency or freelancer might be able to do it faster and with less mistakes, but it’s a very low funnel SKAG type approach that isn’t difficult to set-up provided you aren’t going after hundreds of addresses at a time.
You DO need to only use exact match and still be super vigilant on negative keyword lists. It’s going to be a PITA with how Google interprets searches these days. 12821 bonita heights dr as an exact match keyword will probably still flag on 18281 bonita heights drive, 12821 bonita heights avenue, etc. due to how Google interprets match type.
Small volume, high intent keywords tend to be best if you go manual or a bid strategy that isn’t directly focused on conversions (max clicks, etc.). There’s not enough data to feed the algos effectively otherwise. There are exceptions of course (test them) but for the most part that will hold true.
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I doubt Google will show ads; search query volume likely too low for Google to show ads.
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If you ask me, this strategy is going to be difficult to see results from. Rather, you need to be a little more innovative to win these searches. Example, let’s assume that there’s a neighbourhood which is at a mid level income group. Chances are people from those PIN codes are trying to upgrade to a better neighbourhood/PIN code. What you could do is run ads for properties that are one level higher than the ones that they’re presently staying at. Again, these are just ideas. But you need to think a little more broadly, given that Google has the tendency to reject keywords with low search volumes.
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