What is Cold Traffic?
Real Estate business. Because it involves connecting with members of your target market segments, this kind of online traffic is essential to your marketing strategy. If your brand starts developing relationships and trust with its target audience by offering them content they find valuable, cold traffic can turn warm.
Many users only click on your Google Ads because of the promises you made in the ad copy that appeared to them after doing a Google search. Consider them as casual web users who are searching online for information or potential solutions.
These potential customers might experience the issue your product or service seeks to solve, but because they are unfamiliar with you, it is extremely unlikely that they would hire your Real Estate services: they are the group least likely to be influenced by any sales message.
That doesn’t mean, though, that you won’t ever have the chance to convert them!
By using the right digital marketing strategy, you can establish a connection with them and begin a professional relationship that could one day lead to a sale.
Reasons why you should target cold traffic
- Introduce your luxury Real Estate brand.
- Start building relationships with them, so you can later turn them into warm and hot traffic.
- Find out as much as you can about them, by tracking all their online behavior.
- Utilize conversion tracking pixels to keep an eye on their behavior, after which you can target more pertinent ads to turn them into warm and hot traffic.
Types of content you should drive cold traffic to
Taking your online visitors to a sales or landing page could have negative consequences and might only scare them away.
As we said before, your goal is to connect with them and introduce your Real Estate brand. The good thing is that there are many other content types to which you could attract cold traffic, such as:
- Blog posts
- Podcasts
- Videos
- Surveys
- Guides
- Research findings
Warming up cold traffic
It’s very difficult to sell your services to cold traffic. But that doesn’t mean that you can’t “warm them up” so they can hire your Real Estate services later!
The best strategy to convert cold traffic is to draw them to a page that offers a lead magnet or any other free resource they consider valuable enough to exchange their personal information for, and start building your own customer base.
Send them pertinent material, either through a drip campaign or a conventional newsletter, as soon as you have their email address to provide value, foster trust, and establish your authority. By doing this, you’ll be able to care for them until they’re prepared to buy or sell.
Not many digital marketers are aware of the distinctions between cold, warm, and hot online leads as well as the most effective ways to target each. If you’re unsure about this and direct traffic to the incorrect landing page, you’re passing on worthwhile chances to develop fruitful client relationships.
Keep in mind that your Real Estate online traffic is made up of individuals with various demands and levels of brand or product awareness and that in order to get the most out of your ad daily budget, you must first engage your prospective clients to increase conversion rates.
Tips to use Google Ads for attracting high-quality leads
To get started, here are some things you can do:
- Define your target market for online advertising on Google.
- Use broad match keywords that you can then modify later and use on your real estate website and different ad groups in your campaigns.
- Identify the best converting keywords. Monitor your budget, and adjust bid amounts accordingly.
- Enhance your real estate website’s design and user experience so you can increase conversions.
- In order to improve conversions, cost per click, and ad rank, make sure your quality score is as good as it can be.
- To maximize the effectiveness of your Google Ads account, use tools like smart ad rotation.
You can read our related article in our blog to learn more tips about how to use Google Ads to get high-quality real estate leads.
We know it can be challenging to know where to begin with Google Ads. That is why so many companies seek the advice of specialists. The IDXBoost team, for example, has seasoned professionals who have experience in digital marketing as it relates to the luxury Real Estate sector and is adept at optimizing campaigns for the greatest outcomes.
Testing is crucial in any Google Ads campaign. Split-testing various adverts against one another should be a constant practice. This enables you to discover the strategies that are most effective for your company and can hasten the pace at which you experience results.
Google Ads can be a strong source of traffic and income as long as you’re ready to put in the effort. You’ll achieve the best results if you follow these instructions when setting up your campaign!
