After watching our blog on rethinking paid advertising for property managers, do you have questions about Google Ads? We know that some property managers feel Google Ads is getting more expensive. If that’s you, you’re not alone. Today, we’re talking about why it seems like you have to spend more money to market your property management business with Google Ads, and what you can do about it.
Property Managers and Google Ads:
Pricing Depends on Competition
Google Advertising works like an auction. You pick the maximum amount you’re willing to pay for clicks, and your competition does the same. Then, Google takes a look at your bid, your quality score, and the bids and quality scores of your competition, to determine who places highest in search results and who comes in second, third, and so forth.
The bids are not the only things that matter. Your quality score is made up of a number of things, including:
- Expected click through rate.
- Landing page experience.
- Ad relevance to the user’s search terms.
So, improving your quality score will improve your ranking without spending more on Google Ads. To improve your quality score, you need a better landing page and better ads.
Improve Your Quality Score
You can always increase your bids and pay more money to beat your competition and rank higher.
But, you may not want to increase your financial investment. So, you need to improve your quality score and become more relevant to Google and its users.
It’s important to remember that Google is acting like a referral service. They want to provide the best possible information to the people who are searching the site and they want to provide the most relevant search results.
You can help Google by knowing your ideal client’s pain points, and providing the most relevant ad copy that addresses those pain points. Think about what you offer that your competition doesn’t offer. Those are the things you should focus on in your ad.
What will make the people searching for property management help click on your ad? If you give them something interesting to follow, you’ll draw their attention to your landing page, and drive up your quality score. Google will notice.
Instead of paying more, you can provide more.
Evaluate Your Landing Page
After someone clicks on your ad, they’re directed to a landing page. This landing page should address all the same pain points that your ad mentioned. Your landing page might be the most beautiful page out there, but if the information isn’t useful, you’ll lose visitors before they can leave their contact information. You want the landing page to look nice, but it’s more important to provide the details of why and how you’re going to help the people who have clicked on it. Make sure it’s easy to see what your services are and how they help.
The Right Strategy For Property Managers Using Google Ads
While Google Ads is getting more expensive, you can still get a lot out of a Google Ads campaign, especially if you can focus on having the right marketing strategy. Make yourself stand out from your competitors, and you’ll be successful on Google.
If you need any help with pay-per-click advertising or any type of digital marketing for your property management company, please contact us at Fourandhalf.