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Everything Your Letting Agency Needs to Know About Pay Per Click

4 February 2021 Julie Davidson Read time: 3 min
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Julie Davidson

Being a letting agent means finding wins from lots of different sources, whether it's marginal gains, building great relationships or utilising the web. When it comes to the web, it's all about getting eyes on the prize – the prize being your lovely letting agency. 

But how do you maximise your opportunities so they're seen on the web? Enter pay-per-click, otherwise known as PPC. And in this guide, we're telling you everything there is to know about using PPC to promote your letting agency and get some big wins. 

What is pay per click?

Letting agent concept - pay per click

PPC is a paid advertising method used for search engine marketing (SEM). The advertiser (that'd be you) creates an advert online and only pays when people interact with the content, either through impressions or clicks. 

Over seven-million advertisers use PPC, as it's a way to qualify high-quality leads whether you're on the lookout for landlords or renters. The result can be more stock for your agency and a higher bottom line – two things we think you'll find appealing. 

Most PPC ads appear on search engines like Google and Bing (but mostly Google), though you can also run PPC campaigns on social media channels like Facebook, Twitter and Instagram. On search engines, PPC is the results you see at the very top of the page, the ones with a little "ad" sign attached. 

Why pay per click can help your letting agency

PPC is a cost-effective concept for driving traffic to your website and finding higher-quality leads. You can set the budget (more on that in a bit), which means a campaign will never go over the amount you're willing to spend. This is great if you have a set number in mind and don't want to commit too much of the budget to PPC. 

Social media PPC can also be tailored to your customer personas. That means you can target only people between, say, 35-45 if that's your target demographic. With SEM, however, the audience is broader as it's search engine related – but of course, you get to appear at the very top of a search engine for the keyword you're targeting. 

Different types of people pay per click

Google headquarters

So search engines or social media? They're the two primary options for PPC, with search engine ads offering a wider range in their reach while social media PPC is more segmented. As a letting agent, social media might be more appealing, as you can define target personas. However, if you want to show up at the top of Google for "best agent in your area", a broader approach might work. The best PPC options include:

Google Ads

People Google stuff; that's what they do. And if you want them to find your website, they'll need to Google something relatable, such as "best letting agent in area". Now, there are two ways to achieve this: with great content that ranks organically or through PPC – or maybe a little bit of both. 

Bing ads

Ok, so people don't use Bing as much, yet it's still a worthy place to advertise. It has a slightly lower cost-per-click (CPC) than Google, and there are still six billion monthly searches on Bing. 

Facebook Ads

Facebook ads have blown up over the years, becoming an increasingly popular way from businesses to promote their products and services. It's specific targeting options offer you the chance to narrow down your target market, returning higher-quality leads in the process. 

How much does PPC cost?

The average CPC on Google is £1.95p, while Bing is around £1.25p. Let's say that, on average, you can expect to pay between one and two pounds every time someone interacts with your PPC advert. 

The ad's cost depends on the keywords you're bidding for, with some more expensive than others. You can use tools like Google Ads to determine the cost of a PPC advert, and the price will always be displayed before you commit.  

How to get started

Pay-per-click analysis board

When starting a PPC ad, there are a few things it should include. You'll want to set parameters so it's got the best chance of reaching the right people. Therefore, think about the target audience, the theme of your campaign, how you'll measure success and the type of campaign you're planning on running. 

Within the dashboard of your chosen method for PPC (Google, Bing, Facebook etcetera), you can create goals and metrics. This will help keep track of your campaigns and let you tweak things along the way should you need to. Finally, choose the type campaign: search ads or display ads. 

Search ads

The most common type of PPC, search ads refers to the text adverts you see in search engine results on Google and Bing. Going down this route means you're competing for space at the top of the page and want to give your agency more visibility for your chosen keyword. 

Display ads

Using a display ad allows you to implement an image on websites across social media and the internet. For example, you can pay to show up in your target audience's social feed on social media platforms like Facebook and Instagram. 

Click, click, click

Using PPC can be a helpful way of turbocharging your letting agency's visibility online. You have plenty of control over the ads, which means you'll be able to see how they perform in real-time and change accordingly. When done right, PPC is a bonafide way of getting more stock and increasing your bottom line. 

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