Google Adwords & Pay Per Click Advertising for Property Management Companies
Marketing is a comprehensive technique of highlighting the high points of your products, services, and brand by making use of various methods. One such important and the most beneficial method of publicizing your business is advertising. Advertising is known to be a marketing communication channel which would make use of audios and visuals to provide impersonal product based knowledge. For this purpose, we use television, newspaper, radio, etc.. Although these channels are quite popularly being used for advertising, a lot of focus has been diverted to the use of digital platforms to advertise businesses. And why not? The people today have more attention on their smartphones and laptops. It feels appropriate to grab this attention and showcase what your business has to offer.
When we talk about digital marketing, there are various means and methods to put your product in front of the masses. Some common types of digital marketing include email marketing, social media marketing, PPC, etc. In this article, we will try to understand how to manage PPC for property management companies.
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What is PPC?
PPC advertising refers to pay-per-click advertising. Unlike general advertising strategies, pay-per-click works on a completely different concept. If you have a good website and update content on a regular basis, then you will have a good web traffic. The marketer can assume that some of these organic visits will convert into potential customers.
In pay-per-click ads, there are no assumptions and dependency on the organic visitors. As the name suggests, in PPC advertising you pay for ads that are clicked on by the users. For example, as you can see in the image below, PPC ads come on the top section of your search engine results to grab the attention of a user. The process is direct and simple, if the user is interested in your services or products, he will click on the ad, and you will be paying for that one click only. This makes PPC advertising a cost-effective method. How? Imagine if you pay $5 for a single click, and it results in a business worth $600. This is a huge return compared to the investment you made for it.
Image: Actual Screenshot
The added advantage of using a PPC is that it is not just restricted to featuring on search engines results. Some common types include:
Search Engine Advertising: The most common and better result showing type. In this, the ads will appear on your search engine result page when users enter the keywords in the search query.
PPC Remarketing: This is a smart way of tapping the users with your service specific to their interests. In PPC remarketing, the cookies from the user’s browser are used to show them only those ads which they are interested in. For example, if a user has been searching for “homes in Edmonton,” then your ads which focus on “homes in Edmonton” will appear on the other pages visited by the user.
Display Advertising: Display ads are the different types of ads such as banners, text-based images based, which you see on different websites. These ads when clicked will direct the user to your website.
Social Media Marketing: Social media is a good platform to place your PPC ads as it helps you to target your potential customers from the numerous users, based on multiple factors.
Understanding Google AdWords
Although there are various types of PPC advertising options available, search engine marketing (SEM) is majorly preferred and popularly used by businesses. There is a concept of bidding in SEM, in which businesses get an option to bid for high ranking keywords. SEM enables you to bid and choose your ad placement on the search result page based on the keywords you target. For example, if you bid on the keyword phrase “Real Estate Agent Edmonton” then your ad is placed on top of all the other suggestions based purely on the keyword choice.
Google Adwords is the most commonly used pay-per-click model which allows the users to bid for the best possible keywords for their PPC campaigns. When you use Google AdWords PPC for property management companies, it simply identifies the best suitor from the many advertisers, based on the keywords and displays them on the search result page.
The selection process of Google Adwords is more comprehensive and not just randomly keyword based. The contender that gets the top spot in the search result page depends on their Ad Rank. The Ad Rank is calculated by Google Adwords based on the bid amount for the keywords, your ad copy relevance to the target audience, the relevance of the ad and landing page quality, in short, your quality score.
Steps to PPC Management
It is essential for you to understand the step by step process of PPC management so that you make the best return on investment through your PPC advertising strategy.
Plan the Budget
The very first step to consider is deciding on the budget you want to set for your PPC campaign. When budgeting for the PPC campaign, identify how much you are willing to invest. You could divide the budget on annually, monthly or daily basis.
A major factor to consider in your budget planning is the cost-per-click (CPC). Based on the budget at hand, you need to decide how much you will be paying for each ad clicked. For this purpose, you need to do a thorough analysis of how much money you can remove from the business.
With a set budget at hand, you now need to focus on starting the main PPC advertising campaign. To do so, you need to start from the scratch. The key to a successful PPC campaign lies in the correct use of keywords. Keywords are term and phrases which are used by online users to conduct specific searches. These keywords give an idea of what the users might be looking for and help search engines to find the best-suited results for the users.
When identifying keywords for your PPC campaign, you need to be careful. There may be many services that you provide, which you wish to highlight in front of your potential customers. But to start with, focus on the ones you feel will gain more attention rather than confusing yourself with too many at a time. For example, if you are an agency which provides home selling, home listings, agent’s assistance and mortgage planning services, choose one and focus on that service related keywords. Once your PPC campaign takes off, you can come up with more keywords and ads for the other services as well.
A handy tool when it comes to keywords is the Google AdWords Keyword Planner. Using this tool, you can find out which keywords are most commonly used on the search engine, and it also suggests more keywords.
Use Negative Keywords
When we talk about using the right keywords to tap the right masses, not all keywords will work in your favor. To give you an example, for the PPC of your property management company functioning in Edmonton, clicks of people searching “homes for sale in Edmonton” would be ideal for your property management firm. However, would you want people searching “homes for sale in Calgary” to waste that click? The “in Calgary” here, is your negative keyword.
To ensure that these negative keywords users do not find a way to your ads, you need to include negative keywords to skip them from bringing your ad on the search result page. If you fail to do so, users with irrelevant search queries may end up clicking on your ad but immediately go off the page and create a bounce back.
In some cases, the lack of negative keyword inclusion can lead to zero clicks. Though zero clicks will not cost you anything, it will end up affecting your quality score, which will impact your ad placement rank and CPC.
Write the Copy of the Ad
With your keywords ready to use, you now need to work on the most important content, your ad copy. A lot of emphases is put on how you strategize and plan your PPC strategy. However, a well-planned strategy will be useless unless you have the right ad content to support the strategy.
The key to writing the best ad copy is to start with the basics. Consider how much space you have. Ideally, a PPC ad on a search engine has limited space with three elements to work on, the main header for your ad, the description lines, and your website URL.
Image: Actual Screenshot
By now you might have understood the importance of keywords. So do not forget to insert the keywords in the ad header. This enables the search engine to bring you up on the SERP. Be careful when using keywords as you do not want your header to sound grammatically incorrect just because of the keywords. Also, add some benefits which will compel a user to click on your ad. For example, mention words like ‘discounted rates on home down payments’. Including such terms in your ad will make the user want to check what the discounts are.
Work on Your Landing Pages
You now have a keyword-rich appealing ad, ready to pop on search engine result pages. But where will it take the user once the ad is clicked on? A landing page is an answer. A landing page is a web page that your ad directs the user to. A golden rule to follow – Never make your home page the landing page for your ad. Unless it seems relevant. PPC ads talk about your services, so make sure you take them to the respective service pages for a better impact of your ad.For example, if users click on your ad copy which mentions “houses for sale”, then they should be directed to your home listing page where they can see multiple listings of houses for sale.Again, do not forget to make use of keywords. A good technique when selecting a landing page for your ad would be to direct the user to a service page of the very keyword. A lot of businesses have started customizing a new landing page altogether to support their PPC ads and make a better impact on the user. When customizing your landing pages, do not forget to add your the required details, a brief form to contact you. Also make your landing page visually appealing by using good images and colors. You can use this idea to create an appropriate landing page for a better effect. There are some paid services such as Unbounce to help you.
Analyze the Campaigns
With the ad copy prepared and the landing page decided, your ad is ready to go live. Once the ad is up and live, your work is not done. You now need to check the results of the PPC ads and analyze the campaigns. When you make use Google AdWords, it gives you access to data such as the most clicks generating ads, a number of clicks cost for various keywords, etc.
This type of data is not what you are looking for to analyze the campaign. The details you need for your analysis include the clicks resulting into some of the users contacting you. To do so, a good and free tool you can easily use is Google Analytics. It enables you to track the keywords as per Google Adwords and tells you what pages the user viewed on your website and how long they stayed on the page. A handy option in Google Analytics is Goal tracking. Though it is a little complicated to understand, with the help of an experienced analyst, this tool can help you know how many users visited your site and contacted you through the website. This data helps you to work on improving your conversion rate and tactics. Also, do not forget to keep track of the emails and call you get. Most often, firms just focus on their contact us forms to get leads and in the process, miss out on calls and emails. Remember, your prospect may not always prefer the means of communication that you have listed in the lead form on the landing page. They may even consider going through your website and then try to get in touch with you directly as well. Therefore, be careful that you do not miss out on these leads.
To sum it up for you, when working on the strategy of PPC for property management companies, make sure you follow the right steps to get the optimum results. Any mistakes in the PPC ad campaign can cost you heavily, so a better idea would be to get an expert in the management of PPC for property management companies to work on your campaign.