Many advertisers believe that adding more keywords automatically improves campaign performance.
In reality, simpler campaigns are often easier to optimize and scale.
High-Performing Example
Keywords:
Bangkok
Sale
That’s it.
This campaign can reach:
- First-time buyers
- Investors
- Foreign buyers
- Local buyers
- Luxury buyers
- Retirement buyers
Overly Complex Example
Keywords:
Bangkok
Luxury Condo
Near BTS
Sale
Investment
While highly specific, this setup may exclude large portions of the available audience.
The Recommended Formula
For most campaigns:
Location
+
Listing Type
Examples:
- Bangkok + Sale
- Bangkok + Rent
- Singapore + Sale
- Singapore + Rent
- Dubai + Sale
- Phuket + Sale
- Pattaya + Sale
- Chiang Mai + Rent
Once sufficient data has been collected, advertisers can test adding property types such as:
- Condo
- House
- Villa
- Land
- Commercial Property
Housing Market Ads provides location-based and listing-type targeting designed specifically for active real estate shoppers.
The most effective keyword strategy is usually the simplest:
- Select the location.
- Select the listing type.
- Launch the campaign.
- Review performance.
- Add property-specific targeting only when necessary.
This approach typically delivers the highest reach, strongest visibility, and the best opportunity to generate qualified real estate inquiries.
