We hope you had a wonderful holiday, and we also hope you’re ready to get back to the grind so you can catch more owner leads.
Have you considered using an AdWords campaign as part of your marketing plans in 2019?
AdWords is a great way to start generating owner leads, especially if you’re not ranking high in Google searches organically or locally. There are five key components you must grasp if you’re going to run a successful AdWords campaign.
Here they are.
Content Is the Gift that Keeps on Giving
Your content must be targeted to the specific owners or investors you want to attract. When you include content in your AdWords campaign, make sure there’s an enticing hook so owners are compelled to click on your ad. Once they click, you want to have multiple Calls to Action (CTAs) throughout the ad and strong value propositions that differentiate your property management company from your competitors.
You also need a good ad extension. Your ad extension can help with your Google quality score. Include highlights about your company, and keep it simple so you don’t lose your prospect.
Monitor Keywords for Owner Clicks
Monitor your keyword list on a daily basis. The goal is to analyze those keywords for any that are getting the most clicks. As you’re checking keywords, determine if those are owner leads or leads that you don’t necessarily need, such as vendors or tenants.
Once you pick out the keywords that are getting the most clicks, make a negative keyword list. Keep that list consistently updated so you’re optimized fully for valid owner leads.
Create a Call Tracking Number
When you have a call tracking number associated with your AdWords campaign, it will help you track how successful your campaign is. It also lets you know who is calling from your ad.
With your call tracking number in place, have your Business Development Manager (BDM) save it as a new lead or an AdWords lead so that when the caller ID pops up, someone answers that phone as soon as possible. Owners are shopping around for professional property management services, and they’re talking to multiple companies.
Don’t be one of the companies they can’t reach.
Make sure your BDM is trained and responsive. Answering the call on the second or third ring is ideal. This tells the lead you’re a responsive company. If you don’t pick up, they might not call you back.
All About Landing Pages
Debates still rage about whether you should use a landing page or just direct AdWords traffic to your website. We recommend landing pages because they help with ROI. Landing pages are value-driven and serve a single purpose. This is a single-focus website with no distractions.
Using a landing page will help you reduce your website’s bounce rate. There aren’t any other links they can jump off to visit. You don’t want a prospect getting lost on your site and exploring other pages. They might leave without providing you with their contact information.
The main purpose of a landing page is to convert leads. That’s all. When Fourandhalf creates a landing page, we give prospects two choices. They can fill out the form we provide, or they can call the number we provide to speak with someone right away.
The lead is always captured.
Choosing a Budget for Your Market
One of the questions we get most often is about budgeting. The amount you spend will depend on your market. Google takes your monthly budget and converts it into a daily budget. So, you need to have sufficient funds to get through the 30+ days in a month. If you have insufficient funds in your budget, you risk exhausting that budget early in the day, handing your competition the leverage they want to get more visibility with your potential leads.
Choosing a budget is complicated, so let us know if we can help you. We’ve run many AdWords campaigns in multiple markets with a wide range of budgets, so we have some insight on this topic.
Finally, we want to remind you that we’re Google-certified partners with several years of experience managing successful AdWords campaigns. If you want to start getting more owner leads this way, talk to us at Fourandhalf. We can help you figure out if this is a potential marketing win for you.
