The importance of website speed
Web page speed is crucial for the success of your Google Ads campaigns because it directly impacts user experience, Quality Score, ad placement, conversion rates, and the overall cost-effectiveness of your advertising efforts. Optimizing your website for speed can help you achieve better results and a higher return on investment from your Google Ads campaigns.
User Experience
Google values the user experience, and a slow-loading website can frustrate users, leading to high bounce rates and reduced user engagement. When users have a poor experience on your website, they are less likely to convert or take desired actions, which can impact the effectiveness of your Google Ads campaigns.
Quality Score
Google Ads uses a metric called Quality Score to assess the quality of your ads and landing pages. One of the factors that contribute to Quality Score is the landing page experience, and page speed is a significant aspect of that. A faster-loading page can lead to a better Quality Score, which can result in lower ad costs and better ad placement.
Ad Rank
Page speed can also influence your ad’s position in search results. Google considers factors like ad relevance, bid amount, and expected click-through rate (CTR). A fast-loading website can improve user experience, increase CTR, and potentially lead to a higher Ad Rank, helping your ads appear higher in the search results.
Mobile Optimization
Mobile devices are a significant source of web traffic, and Google Ads places a strong emphasis on mobile optimization. A fast-loading mobile website is crucial because slow mobile pages can lead to higher bounce rates and reduced conversions, negatively impacting your mobile ad campaigns.
Conversion Rates
Faster-loading pages tend to have better conversion rates. When users can access your content quickly and easily, they are more likely to take the desired action, whether it’s making a purchase, filling out a form, or signing up for a newsletter. Improved conversion rates can directly impact the ROI of your Google Ads campaigns.
Cost Efficiency
A well-optimized, fast-loading website can reduce your ad campaign’s cost per click (CPC) because it contributes to a better Quality Score, Ad Rank, and overall ad performance. This, in turn, can help you get more value from your advertising budget.
Google's Web Core Vitals
Google’s Core Web Vitals: Google introduced Core Web Vitals as a ranking factor, with a focus on page speed and user experience. Web pages that meet Google’s criteria for Core Web Vitals are more likely to rank well in search results and provide a better experience for users, which is important for both organic and paid search.
Factors that influence cost per lead in PPC
The cost of Pay-Per-Click (PPC) advertising for real estate investors can be influenced by a variety of factors, including location, home values, inventory, and the quality of the landing page. Here’s a breakdown of how each of these factors can impact PPC costs:
Geographic Area
The location you are targeting matters. PPC costs can vary significantly from one location to another. In more expensive and desirable real estate markets, like major cities or affluent neighborhoods, the cost per click may be higher.
Market Competition
In highly competitive real estate markets, where there are many real estate investors and agents vying for the same audience, the cost per click can be higher. This is because more advertisers are bidding on the same keywords, driving up the prices in the auction.
Home Values
Home values in the area you’re targeting can greatly affect PPC costs. In areas with higher home values, you may need to budget more for your PPC campaigns, as the potential commission for a successful sale will be higher. This can lead to increased competition and higher click costs.
Inventory
The supply and demand of available properties can impact PPC costs. In markets with limited inventory, real estate investors may face higher competition for a smaller pool of potential buyers or sellers. As a result, advertisers may be willing to bid more for clicks, increasing costs.
Website / Landing Page Quality
The quality and relevance of your landing page can influence your PPC costs. Search engines like Google assess the user experience and relevance of your landing page. A well-designed and informative landing page that matches the intent of the keywords you’re targeting can improve your Quality Score and lower your cost per click (CPC).
Ad Budget
Your daily and monthly ad budget can impact your PPC costs. If your budget is limited, you might not be able to compete effectively in highly competitive markets. Increasing your budget can allow you to bid more competitively.
Seasonal Factors
Seasonal variations in the real estate market can affect PPC costs. For instance, the spring and summer months are typically more competitive and expensive due to increased home buying and selling activity.
Advantages of Skip Tracing for REI
Skip tracing can be a valuable tool for real estate investors looking to identify and locate property owners or potential leads. Here are some of the benefits of skip tracing for real estate investors:
Locate Property Owners
Skip tracing can help you find the current owners of vacant or distressed properties. This is essential for house flippers as it allows them to make direct contact with property owners who might be willing to sell.
Identify Off-Market Properties
Many of the best real estate deals are off-market, meaning they are not listed on the MLS. Skip tracing can help you discover these opportunities by finding properties that may not be actively marketed.
Competitive Advantage
Using skip tracing services can give you a competitive advantage in a crowded market. You can reach out to potential sellers before they even consider listing their properties.
Negotiation Leverage
Skip tracing can help you gather information about the property owner’s situation, which can be used as leverage in negotiations. Understanding a seller’s motivation can be valuable in securing a favorable deal.
Access to Distressed Properties
Many house flippers target distressed properties, such as foreclosures or properties in need of significant repairs. Skip tracing can help identify such properties and their owners.
Improved Lead Generation
Skip tracing can be part of a broader lead generation strategy. You can gather leads, compile a database, and engage in targeted marketing efforts to reach potential sellers.
Data Enrichment
Skip tracing can help enrich your existing data by providing additional details about potential leads, enabling you to make more informed decisions.
