Setting up a search engine marketing or google ads campaign is pretty easy, but maintaining it is a different animal.
We’re talking to you today about search engine marketing and what it takes to maintain the digital advertising campaign that’s going to help you grow your property management business.
Basics and Benefits of Search Engine Marketing
The types of ads we are talking about will be seen on search engines like Google and Bing. There are two main benefits of search engine marketing:
You can show your ads directly to people who are interested in property management and real estate services. You won’t waste your time and money advertising to people who are never going to use one of your services.
Your ad can show up on the first page of search results. This is especially important if you’re not appearing there organically.
Managing Your Google Ads Campaign: Statistics
Several statistics can be evaluated to know if your ad is performing well.
The first one to look at is your Cost per Lead. To get this, you simply the divide the total amount you spend on Google Ads by the number of leads you get. The cost per lead will vary by location. If you’re in a market with a lot of ad competition, you’re going to have a higher cost per lead. If you’re in a market with less competition, you won’t have to spend as much to get those leads.
Determine the amount of what you’ll spend by looking at the Customer Lifetime Value you receive from each lead.
The next statistic that’s important is your Click Through Rate. This is the number of times someone clicked on your ad out of all the times it was shown to people conducting online searches. An average Click Through Rate in the property management industry is between three and four percent. So, anything above that means your ad is performing well.
Finally, make sure you’re checking your Search Impression Share. You may remember the past blog where I discussed this in detail, so if you want to review it or learn more, click on the link here to re-visit that.
Keywords Help You Build a Better Ad
Keywords are the most important part of your Google Ad campaign. The keywords you select will determine which searches your ads show for and what they don’t show for.
It’s also important to keep track of your keyword bids. The goal is to keep your bids competitive so your ads show up frequently on search results and higher in the pecking order.
Don’t forget the importance of your ad copy and your landing page.
To have successful Google Ad campaigns, you need copy that’s highly relevant to the keywords you’re using and enticing enough to get people to click on your ad. Once they arrive on the landing page, it needs to be visually appealing and easy to navigate.
We have just scratched the service with this discussion of how to manage your search engine marketing plans. If you need any help planning and implementing your property management marketing strategy, you know we’re here for you. Contact us at Fourandhalf.