If you have successfully created a search engine marketing or google ad campaign – that’s great.
But now, you have to maintain it.
On today’s blog, we’re discussing search engine marketing and how to maintain the digital advertising campaign that can ultimately create growth for your property management business.
Search Engine Marketing and How It Benefits Your Property Management Company
The advertising you buy will allow your company to show up on Google, Bing, and other search engines. Two main benefits are available:
Your ads will directly reach only the people who are interested in property management and may need real estate services like yours. There is no risk that you’re wasting time and money advertising to people who are never going to use your products and services.
Your ad can show up on the first page of search results. This is particularly significant if you’re not appearing there organically.
Statistics You Should Follow with a Google Ad Campaign
Several statistics are available to help you understand if your ad is working.
First, there’s Cost per Lead. To get this, you must divide the total amount you spend on Google Ads by the number of leads you get. This cost is going to be different depending on where you are. In markets with lots of competition, you’ll pay more while markets that are less saturated will come with a smaller price tag.
Determine the amount of what you’ll spend by looking at the Customer Lifetime Value you receive from each lead.
The next relevant statistic is your Click-Through Rate. This is the number of times a user clicked on your ad out of all the times it was shown to online searchers. In the property management industry, the average Click Through Rate is about three or four percent. If your rate is higher than that, you’re performing well.
Review 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.
Be sure you’re tracking your keyword bids. If they’re competitive, your ads are going to show up frequently on search results. They’ll also show up higher.
Ad copy and landing pages are just as important as keywords and ad buys.
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.
Want to Know More About Running Google Ad Campaigns?
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.