Overview: After over a year of research and development, Ylopo has released its Search (Google/Bing) Pay Per Click 2.0 feature that leverages the power of dynamic PPC to dramatically improve both cost and quality of leads.
PPC advertising takes place primarily on Google and Bing search engines. It targets consumers who are looking for keywords like “Los Angeles homes for sale” or “Los Angeles real estate” and serves up a relevant ad at the top of Google organic results that gets consumers to visit your website and ultimately complete a lead registration form and become a prospect for you.
PPC has been widely used within the residential real estate industry for over a decade now; however, how PPC has been created, optimized, and managed has stayed basically the same for over a decade as well. Our goal at Ylopo is always to bring the most cutting edge technology to our clients, and we believe we’ve done that with PPC 2.0.
Here are just a few highlights of what we’re doing that no other competitors are doing on the marketplace.
Micro-targeting of neighborhoods and subdivisions
In a traditional PPC campaign when asked to create a campaign (as an example) around the city of Santa Monica, the marketer would set up a series of campaigns targeting Santa Monica (ex. Santa Monica homes for sale). However, this only captures the tip of the iceberg of people who actually are interested in Santa Monica homes because there are 20+ neighborhoods in Santa Monica, 50+ subdivisions, and several school districts. Ylopo uses its proprietary mapping data to match every neighborhood/subdivision/school district within a location you're interested in advertising in and creates a separate campaign for each of these locations. We have seen over 50% of our client’s traffic come from these “long tail” locations vs. the primary city that you’re interested in.
Since there is less competition when bidding for more specific keywords (since our competition is not drilling down to this level of specificity) the cost of that traffic is lower. At the same time, someone who’s researching for homes in a neighborhood is going to be lower in the buying funnel since they know exactly what they’re looking for so there is also an increase in quality.
Just targeting neighborhoods/subdivisions/school districts isn’t enough, though. The failure point when traditional marketers have attempted to do this is that when there are few or no listings in an area when consumers click on that ad, they immediately leave because there is not enough content for them to want to register to see more. Our algorithm scans several times a day for how much inventory is available for each location we market in, and automatically pause or activate locations that have enough inventory to promote high-quality conversion.
This one-two punch allows us to both decrease costs and increase quality on your behalf.
Dynamic PPC Ads
Traditionally PPC ads (what consumers see when they search on Google) are not only static but very similar across all competitors.
When ads are created in this static format, consumers will focus on the brand associated with the advertisement. When Zillow, Realtor.com, Homes.com among many others are bidding on the same keywords this leads to agent’s advertising getting a much lower click-through rate on their ads.
Ylopo employs proprietary technology to dynamically update PPC ads several times a day with real-time data of home search results.
We have an increase of more than 30% when employing dynamic ads.
Many other features: These are just a few of the many differentiators that Ylopo is using to dramatically outperform what’s available on the market for PPC. We’re excited to show you the results of these optimizations as we believe we both drive down costs (which translates to more opportunities for you) and increases the quality and focus of the prospects we generate.
Last Updated July 2020