Best Practices for Property Managers Doing Google Ads

Best Practices for Property Managers with Google Ads

By March 21, 2017AdWords, PPC

Google has recognized Fourandhalf as a premier partner, which is their highest level of certification. This means that Fourandhalf has been able to demonstrate and apply advanced knowledge to help our property management clients gain owner leads through Google pay-per-click.

To commemorate this special designation, this week we share what we’ve learned to be the absolute best practices any property management company can use when running a Google Ads campaign.

Google Ads Best Practices

Make sure the content on your ads is tailored to the property owners and investors you’re trying to reach. Create a compelling hook to entice any potential landlords to click on your ad. With Google Ads, you’ll only have seventy characters to work with when developing your ad copy; you’ll have to be as direct as you can calling out to landlords and owners.

Google also offers “ad extensions.” Ad Extensions can showcase different aspects of your company’s info, such as your phone number, address, hours, links and other details about your business. We recommend incorporating these ad extensions as this will help take up more “screen real estate” with your company’s ad, making you more visible to prospective leads. And, they’re free.

Keyword Best Practices

Google Ads works by showcasing your company at the top of Google search results pages for searches that are relevant to your property management company. In order to show up on those pages, you need to provide Google with the keywords that you are looking to show up for.

To make this work, you need a comprehensive keyword list. Think about what terms property owners are using when they’re searching online for a management company. Write down as many search terms as you can, and use them as a preliminary keyword list.

You will also need a negative keyword list. In property management this is a must. Negative keywords exclude your ad from showing up on certain searches. This is essential to avoid irrelevant clicks from tenants and vendors. This will save some of your budget; a more efficient campaign will run longer on less money.

Once your campaign has been running for a little while, it is helpful to update your keyword list periodically so you know you’re reaching the maximum number of potential property owners and investors. Since your budget is not unlimited, you’ll need to prioritize some keywords over others by analyzing the searches that have been converting for you, and adjusting your bids appropriately.  

Landing Page Best Practices

Your ad will have to point to a page. We strongly recommend that you set up a sales-focused landing page for people who click on your ad, rather than have them go to your home page. This is important – even a lot of marketing companies will want to link the ad directly to their clients’ website homepage. But, when the lead gets to the home page, there are a lot of links and content directed towards tenants, current owners, etc., that distract your owner lead from getting the information they need and contacting you. You don’t want that lead to click out of your page and go to another competitor.

With a sales-focused landing page, you have a page that is dedicated to your target leads. Be sure to include a form for visitors to fill out and a phone number for them to call you. Depending on your service area, you may want to consider adding an irresistible call to action to get more people to sign up with you.

Phone Best Practices

Phone calls that come from Google Ads campaigns must be treated with the utmost importance. Create a call tracking number so you know who is calling from your ads. Make sure incoming lead calls goes directly to the person who handles new sales inquiries. If you happen to miss a call, do your best to call back within ten minutes, or else the lead may already be on the phone with another property manager.

Setting up a call tracking number will also help you determine the return on investment for your ad campaign.

Best Practices When it Comes to Budgeting

Google takes your monthly budget and converts it to a daily budget. Typically, when your budget runs out for the day, your ads stop running, and the leads stop coming. To get an idea of how much you’ll want to budget for AdWords, go to the Google Keyword Planner and type in property management in your area to find the average cost per click for property management search terms. We recommend allowing for at least five clicks per day if you want to see results from your campaign.

Property Management Keyword Planner

Google Keyword Planner

 

We have a blog on setting an optimal budget for your property management AdWords campaign that you can reference when you are starting out.

These are our recommended best practices if you are looking to create your own Google Ads campaign. This will help you get started, but this is just the tip of the iceberg when it comes to advertising on Google. To make the most of your monthly budget, we heartily recommend hiring a professional. If you have any questions about Google Ads or property management marketing, please contact us at Fourandhalf – Internet Marketing for Property Management Companies.

Alex Osenenko

About Alex Osenenko

Alex’s professional mission in life is to help small businesses grow and thrive. Alex is the President and CEO of Fourandhalf.com and a Co-Founder of the PM Grow, Inc. His business philosophy is simple: Happy Customers are created by Happy Employees, which results in Happy Shareholders. Alex's deep commitment to entrepreneurship and improving the lives of small business owners everywhere empower him to host “The Property Management Show” bi-weekly Podcast and speak internationally on the subjects of Growth, Marketing, Sales, and Entrepreneurship.

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Alex Osenenko
President and CEO

Alex’s professional mission in life is to help small businesses grow and thrive. He is the President and CEO of Fourandhalf.com and is serving his 5th year on the Board of Directors for CALNARPM.

After spending 9 years in the trenches with his property management clients, Alex draws on his experience to host “The Property Management Show” Podcast and co-authors a weekly Property Management Blog on Fourandhalf.com. Alex has extensive experience speaking for various NARPM events at the local, state, regional and national level.

Alex is a graduate of San Francisco State University with an Electronic Commerce Systems Degree. His business philosophy is simple: Happy Customers are created by Happy Employees, which results in Happy Shareholders. Alex serves on the Board of Directors of CALNARPM (California Chapter of National Association of Residential Property Managers) and hosts a Podcast “The Property Management Show“, available on iTunes.

 

John Bykowski
Chief Operating Officer

After graduating from the University of Michigan with a film degree, John proceeded to do everything but. During his career, John has specialized in operations and has developed processes for small companies in diverse industries, such as bleeding-edge marketing technology, social networking, trade shows and exhibitions, and cloud software. John and Alex had worked together previously, and when he needed someone to help take Fourandhalf to the next level and beyond, Alex brought in John as his first employee, and later, business partner.

In addition, now that he’s using his film school know-how to help property managers look their best in their blogs, his mom no longer feels his degree was a complete waste of time.

Danny Morris
Director of Account Management

Born in Australia and growing up in Israel, Danny has spent a lot of time traveling the world between those two places. After completing his military service in Israel, Danny began following his biggest passion, writing, which he discovered while backpacking South America and publishing his first book.

When it was time to unpack, he returned to Australia to complete his Journalism studies amongst the beaches of sunny Perth. Danny is a huge online fan and after working in a number of related jobs, he finally gets to combine his two favorite things, working with media and people.

Marina Osenenko
Product Manager

Marina draws upon her real estate, business operations and customer service expertise for Fourandhalf. Her favorite part of being with Fourandhalf is the opportunity she has to really get to know our clients, build professional customer relationships and truly be part of a team that assists in their success.

Her time away from work is happily spent watching her children grow up and attempting to keep up with them! Any spare moments beyond nurturing her children are filled with hiking, spending time with friends, exploring the Bay Area and squeezing in a non G-rated movie every now and then.

Marie Liamzon
Product and Marketing Manager

Before joining Fourandhalf, Marie worked for one of the largest banks in the world. She took on different roles, but couldn’t find what she was looking for. She pursued a variety of side projects until she finally decided it was time for a career change.

Marie is very passionate about helping people and learning new things. In her spare time, you might catch her exploring new places and taking far too many pictures.

Kyle McLean
Customer Success

Born in San Diego County, Kyle McLean has since migrated to the Oakland woods. A fan of tall trees and tall tales, he holds a bachelor’s degree from the creative writing program at the University of California, Riverside and is a licensed California Certified Shorthand Reporter.

After a few years as a freelance court reporter, Kyle has joined Fourandhalf for an opportunity in sales and digital marketing. In addition to reading and writing, his hobbies and interests include gardening, hiking, soccer, coffee brewing, and craft beers.

Karen Wyle
Account Management

Originally from the Philadelphia area, Karen moved eight times in seventeen years all over the East Coast and to the Midwest before settling here in Northern California six years ago. She is an alumna of Brandeis University with a BA in American Studies and earned a MBA in Marketing Management from Indiana University in Bloomington. Karen’s business career has been well-rounded, with experience including advertising, direct marketing, corporate retail, product management, new product development, and new customer generation. Beyond an office setting, she has been thrilled to volunteer her time giving back to the community with KPMG’s Family for Literacy, at her daughter’s school, and as a Girl Scout Troop Leader. Karen enjoys music, good food, traveling to new places, completing jigsaw puzzles, meeting people and making connections.

Karen became a part of Fourandhalf’s Account Management team in 2016, relaunching her marketing management career after a pause to raise her family. She is excited to rejoin the business world and to work with such a strong marketing management team.

Paige DeRuyter
Account Management

Paige graduated from Chico State University with a degree in Journalism. Her favorite part of working at Fourandhalf is helping clients create and produce educational blog content to grow their business. She is an avid sushi enthusiast who enjoys riding her bike and watching college football and in her free time.

Nissim Boozaglo
Web Hosting Support

After working as a Radioshack store manager, Nissim decided to change his career path and pursue his passion for music production by getting his B.A.S. from Expression College for the Digital Arts. Nissim has a beautiful 8-year-old girl and loves cooking delicious homemade food and going camping with her! At Fourandhalf, Nissim is responsible for the implementation of the clients’ Landing Pages and Google Adwords campaigns.

Theresa Barnes
Campaign Director

Theresa Barnes was born and raised in the Bay Area and graduated with her Bachelors Degree in Communications Studies at San Francisco State University. She worked in aviation at a private FBO for 3 years, and other industries, before joining the Fourandhalf team. She finds a balance between being a young mother, work, and living a healthy lifestyle outside of work by staying as active as possible. She is dedicated to customer satisfaction and having a great work ethic.

Brittany Stephens
Campaign Director

Brittany recently moved to the Bay area after graduating from California State University Chico with a degree in Business Marketing. She is known for her excellent communication, customer service skills, and shameless nerdyness. Her passions include: music, tabasco, Lord of the Rings, and the Golden State Warriors.

Logan Jones
Business Development

After graduating from CSU Chico with a Degree in Business Marketing, Logan moved back to the East Bay and pursued a career in sales. With an attention to detail and a relentless drive, he strives to improve himself and his passions each day. When not at work Logan enjoys playing guitar and writing songs, and occasionally performing around the Bay Area. He is an avid sports fan keeping up with everything SF Giants, 49ers, Cal Bears, and Golden State Warriors.

Hope Lumbley
Account Management

Hope recently moved to the Bay Area after graduating from Chico State University with a degree in Journalism. She is coffee crazed, dog obsessed and hopes to visit all National Parks. One of the greatest times in her life was when she lived abroad in Costa Rica and hopes to travel more of Central America in the future. She feels blessed to work for a company who supports her love for travel and the need to learn more about what the world has to offer.

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