Targeting
Keyword Targeting for Real Estate Ads
Reach people by the property terms they are actually searching.
Keyword targeting matches advertising to property-search intent using the words in the address of the portal page being viewed. A keyword is one or more words separated by commas, and the ad can appear on a page whose address contains every one of them — which is how location, property type and listing type are targeted. It does not behave like exact-match search advertising.
- Target real property-search behaviour
- Research terms with the Keyword Planner
- Carries location, property type and listing type
Advertise against the language people use
A property search is the most direct statement of what someone wants: not an inferred interest, but the place, the type and the transaction they chose. Keyword targeting connects a campaign to those choices.
A pattern that works
Location, plus property type, plus intent: "Bangkok, condo, rent". "Phuket, villa, sale". Specific combinations usually reveal clearer intent than a single broad word, and they keep the ad, the keyword and the landing page saying the same thing.
- Group closely related terms; split meaningfully different ones into separate campaigns
- Keep sale, rent, investment and financing intent apart so reporting stays readable
- Match the landing page to the phrase, not to the homepage
Research before you commit budget
The Housing Market Ads Keyword Planner turns a location, property types and a listing type into keyword ideas before a campaign is built, and shows how often people searched for them over the dates you pick. Past searches are a guide, never a guarantee of impressions, clicks, enquiries or sales.
Common questions
- Does keyword targeting work like search advertising?
- No. It is not matched to a typed query. An ad can appear on any portal page whose address contains every word of one of its keywords, such as a location, a property type and sale or rent.
- Can I combine keywords with location targeting?
- Yes — a location is simply one of a keyword’s words. Every word you add narrows the pages the ad can appear on, so watch impressions in your dashboard and loosen a keyword if delivery is thin.
More answers on the FAQ.