March 10, 2021
Home Builder PPC vs. Organic Search: The Best of Both Worlds
Effectively marketing new home communities, including master-planned communities, is built on knowing how your target market thinks. Some of your buyers want immediate answers and a fast-paced move due to relocation or other life stages; others want to take their time researching their options, like many first-time buyers. Your marketing campaigns should provide options for both audiences (and let you see how those two different personas convert over time).
According to Power Traffick, the top 3 paid advertising spots on Google receive 46% of the clicks on the page. This statistic alone can make it tempting to focus on PPC ad campaigns, which bring short-term — and substantive — results. But HubSpot, one of the top CRMs for small and medium-sized businesses, says "SEO ROI accumulates over time as content creators establish authority and visibility." While focusing on PPC keyword campaigns brings in short-term sales, organic SEO builds momentum.
Luckily, you don't have to choose just one strategy or leave your conversion rate blindly in the hands of a third-party service. You can get the best of both worlds by deliberately building your strategies that focus on home builder PPC and organic search. In this guide, we'll walk through what keyword research looks like for both PPC and organic keywords, the benefits and downsides of both strategies, and how to optimize your marketing projects around them.
Creating a Digital Presence
What Is Keyword Research?
Your business' keywords are the words and search terms consumers use as they research, compare, and ultimately buy products or services that you and your competitors are selling. Many home buyers may start by searching "homes for sale in Denver" or "how to find a newly built home in Denver." Building your marketing campaigns around the search terms your audience most often searches makes your content and ads more relevant.
How to Get Started
There are many different marketing strategies and tactics available for your business to use. Keyword and SEO tools like SEMRush can help you gauge the difficulty and monthly search volume of keywords, as well as related keywords, to help you branch out your keyword list. You can also research keywords from the perspective of your key customer personas by searching Google and looking through "People Also Ask" or autocomplete suggestions. No matter which strategies you use, the goal is to create a purposeful list of keywords that your target market cares about and which you can use to build your online presence.
The Two Sides to Keyword Research
Keyword research is important for both home builder PPC ad campaigns and establishing organic traffic.
Pay-per-Click (PPC) ads are paid advertisements. The sponsored search results that appear at the top of Google search results are an example of PPC ads. Businesses can build their campaigns around specific keywords: whenever consumers in their targeted groups have a search query that matches or relates to their keywords, the ads appear.
Benefits of PPC in Paid Search:
- You don't have to invest time improving your SEO and domain authority. During your PPC ad campaigns, your ads will appear to consumers right away.
- Ad campaigns require less upfront work. Your marketing team can also clearly analyze the results of campaigns and decide what to do next.
- PPC ads can be expensive, especially if you're using competitive keywords. These have a higher CPC, or cost-per-click, that can quickly use up your budget.
- PPC campaigns are finite. Once the campaign is over, your site will no longer appear at the top of the results.
Organic keyword strategies focus on home builder search engine optimization (SEO). Here, your marketing team spends time building your site's authority with excellent content, increasing engagement with audiences, and producing highly ranked pages that Google (and other search engines) believes will solve people's needs.
Benefits of Organic Keyword Marketing
- This is a long-term solution. Permanent content on your site can attract audiences one day, six months, and years after its initial publication date. The effort you put into raising your site's authority and rankings in SERP will last long after you make each improvement.
- Done correctly, SEO and organic keyword marketing are affordable. Your content efforts also have a higher ROI because they can draw in hundreds or thousands of leads without charging you for each click.
Downsides of Organic Keyword Marketing
- Organic keyword marketing takes a lot of strategic preparation. The results are also less immediate than PPC campaigns.
- It's a lot of work. Creating good organic content takes effort, time, and commitment to a consistent posting schedule.
The Best of Both Worlds
While both PPC and organic search campaigns use different strategies, they both start from a common point: the terms your ideal customers are searching for to get the answers and services they need. Because of this shared foundation, your team can easily adopt both PPC and organic strategies to make sure you're investing in short-term and long-term success. Read through these steps to start building your own dual strategy.
1. Identify keywords that work in both types of marketing.
Some keywords only resonate with consumers that are willing to click on ads; other keywords are only useful for building content. However, a significant cross-section of keywords fulfills both purposes. Use keyword analytics from your own past campaigns or suggestions from search engine tools to find these keywords.
Good PPC keywords have:
- A low cost-per-click value
- A high search volume per month
Good organic keywords have:
- A low difficulty
- A high search volume per month
So look for keywords that are low-difficulty, low-cost, and highly searched.
2. Create content around those keywords.
Create original content that focuses on each of the keywords on your list. Types of content include:
- Blog posts
- Landing pages
- Downloadable PDFs
- Social media posts
- And more
Create a consistent publishing schedule to build up your site's authority and traffic.
3. Also invest in PPC campaigns.
While you are creating and publishing content, start running PPC ad campaigns. This can send traffic straight to your new landing pages and service pages. Ads can also "boost" your new articles by artificially creating traffic, encouraging shares, and giving the content more organic views over time.
Get the Best of Both Worlds With Milesbrand
Excellent marketing should focus on both short-term sales and long-term brand growth. With the right keyword strategies, you can build momentum without sacrificing short-term revenue. Milesbrand is here to help you manage your home builder PPC campaigns as well as all of your branding and marketing initiatives. Contact us today to start getting a better ROI on the right keywords for your business.