5 Tips To Maximize Your Return On Ad Spend (ROAS)

Google Ads is a great way to help realtors reach their target audience. 

But tapping into this powerful lead generating platform doesn’t just end at setting up your account and ads or regularly tweaking them; You also need to understand as well as analyze your data. 

This is how you get more insight into your account to know if you’re making more than you spend – and that’s exactly what improving your ROAS can do for you.

Ready to take control of your new condo launch marketing campaign? 

Let’s dive right in!

It’s a common misconception that Return On Ad Spend (ROAS) and Return On Investment (ROI) are the same thing. 

But while both these metrics are vital to the success of your campaign, they are different in some important ways. ROAS tracks one thing – how much money you made from the ads, compared to what you spent on them. In fact, the metric gives you a close-up view of the total income generated for each dollar spent on advertising. 

On the other hand, ROI measures the profit generated by your ads, compared to their costs. This means ROI tells you whether your overall strategy is working and if the campaign was worth the investment.

To put it simply, ROAS indicates how well your ads drive clicks and impressions to measure their effectiveness. 

As such, ROAS can be considered one of the most important key performance measures for your digital marketing campaigns. 

To calculate ROAS, simply divide the amount of revenue your ad campaign generated by the cost of the ads. A good ROAS can vary depending on many factors, but a 4:1 ratio — $4 in revenue for every $1 ad cost, is considered well above average. But bear in mind that this figure is only a benchmark. The average ROAS is 2:1 ($2 in revenue to $1 ad costs). 

So, how can you boost the ROAS of your PPC campaigns?

If your ad has a high Click Through Rate (CTR) and a low ROAS, you might have a problem with your landing page. 

As the first thing prospects come across after clicking on the ad, your landing page has to be appealing, well-designed, and compelling enough to convince visitors to convert. 

Improving your landing page can go a long way in driving more conversions at a lower cost. Your ROAS should increase significantly as a result of this.

Here are a few ways you can boost post-click conversion rates with your property landing page; 

• Use simple, persuasive copy that builds on the same narrative as your ads. This helps create an impression of relevance and consistency in your messages. 
• Have a clear Call-To-Action (CTA)
• Make sure your page’s design is clean and organized
• Pay attention to your page load speed. Anything longer than 3 seconds will increase the chances that your prospects leave.
  

The key to a high ROAS are high conversion values and a small ad expense. That said, you will get the best returns for your ad spend only if you advertise to the right audience. 

You can modify your ad using the "targeting" and "observation" sections in your Google Ads account. This is where you indicate who will see your ad. 

Targeting options that may appeal to your buyer pool include; 

• Narrowing down your ads to specific districts or zip codes 
• Targeting the age range of those most likely to buy a house 
• Demographic targeting for income. You want to make sure the buyers that come across your ads can afford what you’re selling

For more tips on real estate ad targeting, check our article here. 

Besides audience targeting, careful keyword selection will also help your property ads reach the right market. 

To help draw in high-quality traffic that is more likely to convert, be sure to optimize your ads with long-tail as well as negative keywords. Try also using PPC software or keyword research tools to find relevant, low competition keywords that your competitors might have overlooked. 

This will help you get more clicks at lower cost and boost your ROAS scores. 

Your property ads only connect you to prospects. They don’t guarantee you land a client or close a deal. As such, your goal here is to generate maximum results from minimum ad spend.

If your ROAS is weak, it may be that your ad costs are too high.

Here are some tips on how you can lower the cost of developing ads;

• Reduce your cost-per-click
• Pause low converting keywords
• Outsource to Google Ads specialists. This can help you save lots of time and money.
  

It wouldn’t matter how convincing your property ads are. As long as you don’t deliver a mobile user experience, you’re simply paying for clicks without getting any conversion in return. 

 In other words, real estate landing pages that aren’t optimized for handphone users are just a loss. 

Despite how often people use their handphones to access the Internet, you would be surprised at the number of landing pages we come across that aren’t mobile-friendly. So, if you’re interested in testing whether your property landing page passes the test, use Google’s free tool to see how you fare.  

Pro tip: Don’t forget to A/B test your landing page. This helps you narrow down on the page that drives the highest number of conversions.

Well, that wraps things up for now. We hope this article helps you spot opportunities to achieve best results with Google Ads. Learn more effective property lead gen tips when you follow our LinkedIn or Facebook pages! 

It doesn’t matter if you’re a veteran in the field or new to the game, SellMoreCondos (SMC) has your back. By harnessing the latest digital solutions with the expertise of our specialists, to creating attractive, click-worthy visuals with our creative team, we’ve serviced over 80 realtors across Singapore. In fact, our property microsites, landing pages, and Google Ads have also successfully produced desired results in new launch condo campaigns. Keen to learn more? Get in touch with our team today!