Selecting the right target areas is one of the most vital aspects of the lead generation program. When beginning an advertising program, we ask for about 10 geographic areas (cities, school districts, zip codes, etc.) that will be the areas we target in your advertising.
You can change your target areas over time and we encourage you to do so. We optimize based on cost per lead. If you are finding that you are getting leads in areas where you no longer want to operate, let us know and we will stop that. Likewise, if you are not getting enough leads in your preferred areas, let us know and we will focus your lead flow in these areas.
What does CINC do with these areas?
These areas are the key to how we create and organize your ad account. Each of these areas becomes an ad group (Google/Bing) or ad set (Facebook/Instagram).
For each ad group or ad set, there is
- An ad (or ads) that reference that area.
- Keywords and/or demographic targeting - all of which reference the area. (We generally have 200+ keywords for each ad group.)
- A landing page that references that area. It shows all of the properties for sale in that area that fit your criteria.
Having all three of these work in concert will lower the cost per click (Google likes it when these three things relate to each other) and will increase the conversion rate (Homebuyers like it when all of the aspects of the ad program relate to each other.) This, in turn, will drive down your cost per lead – meaning you’ll get more leads than your competition.
Are the areas final or can they be changed?
They can be changed at any time. You can turn them off or add additional ad groups. However, it is not a good idea to change them frequently because it detracts from our optimization efforts.
Should I add more areas?
If you initially provided us only a couple of areas, we will probably ask you for additional areas. Diversifying your account is good because it lowers the cost per click and gives your ads more chances to convert. . When you put all of your spending towards one or two areas you are dependent on those doing well. If those are expensive areas you have no alternative. Additional areas gives us flexibility to spend the money where it will get you more leads.
I only want to target local leads. Can this be accommodated?
We can adjust your account on Google so all of the ad spending will only be directed to people who are physically located in the market area. The drawback to this is that the cost per lead will most likely increase and the number of leads will decrease. The reason is that because we are cutting off much of the traffic we will probably have to raise bids to generate traffic. This is often the case in cities that get a lot of tourist traffic like Las Vegas.
Facebook/Instagram ads are geographically anchored. By default we show ads to people who are within 15 miles of the target market(s) you select. This can be adjusted to only show to people who live in an area, or people who are in another area altogether. A good example of this is clients showing ads for Florida vacation homes to people who live in Northern States during cold times of the year.
I only want leads in one specific town. Can I do that? What will happen to my leads?
Generally focusing on just on one specific town will hurt your lead flow. It is better to diversify into several towns or cities. Even if you provide additional zip codes, school districts, neighborhoods, etc. that are in that town, your lead flow will still be affected. Cities and towns drive most of the traffic rather than the more niche zip codes and school districts.
One method we use to diversify accounts is by adding niche ad groups in addition to the regular ad group for the market. The regular ad group includes keywords such as “Marietta Homes for Sale” or “Marietta Home Search” and has ads that include the phrase “Marietta Homes for Sale.” In addition to this we can create ad groups that focus on property types within those cities. There are around 50 of these niches, such as condos, townhomes, luxury, waterfront, gated, golf etc.
One issue with the niches is that most markets won’t have enough homes on the landing page for most niches so we can’t create an ad group for it. The niches work better for the larger markets with the most houses.