Google Adwords (now known as Google Ads), and PPC (pay per click) might be all you think of when it comes to online, or paid advertising.
But there’s much more to online advertising for property management companies than just Google Ads.
Today, Fourandhalf’s Director of Product Development and Marketing, Marie Liamzon, will help you rethink what paid online advertising means for property management companies.
The Success or Failure of Paid Advertising for Property Managers
We meet many property managers who have had varied success with Google Ads. Some have hired a local company to implement Google Ads for them, and others have tried doing it on their own. Regardless of how they implemented Google Ads, there are many variables that affect the success or failure of a campaign. Stay tuned for our upcoming blog which will dive into this topic further.
Perhaps your property management company has been successful using Google Ad campaigns, but you’re frustrated with how expensive Google Ads is becoming. At a certain point, if you aren’t optimising your campaign to get the best bang for your buck, Google Ads might no longer work for your company. Check out our upcoming blog with one of our Digital Ad Specialists, Amanda, who will explain why this is happening and how best to utilise Google Ads. In the meantime, you can learn how to create landing pages for your PPC campaign, here.
Time for Property Managers to Give Up Google Ads?
We hear your frustrations with Google Ads and with online advertising — but don’t give up on them just yet.
Google Ads should be just one part of your multi-channel online advertising strategy. Just as you use a multi-channel strategy for your marketing plan as a whole — for example, using digital ads, direct mail and billboards to reach different audience segments — your digital ad strategy should involve several platforms, and not just Google Ads. This allows for the potential of success across multiple platforms, instead of throwing all your eggs in one basket.
Types of Online Ad Platforms
You may be wondering what other online platforms to use for digital advertising. We recommend starting with Facebook, Yahoo and Bing (now rebranded as Microsoft Advertising).
When we talk about advertising with Facebook, we don’t mean boosting posts. Your digital ad strategy should include creating ads for Facebook that actually land you leads. Anna, one of our Digital Ad Specialists, will have a blog in the next few weeks when she will specifically talk about Facebook Advertising for Property Management Companies.
Bing/Microsoft Ads and Yahoo
You might have disregarded Bing/Microsoft Ads, or Yahoo, because they are less popular search engines. But in general, the people that use Bing or Yahoo as their search engine are not using Google. This means that if you are only advertising with Google Ads, there’s an entire audience base that you aren’t reaching. Anyone using Bing or Yahoo to search may not have even heard of your business.
In a few weeks we’ll put out a more detailed blog post with Marina, our Digital Ads Team Lead, in which she will discuss Bing Ads in detail.
Conclusions about Paid Advertising for Property Managers
Take note that what works in one market, doesn’t necessarily work in another. This is due to differences in population, impression share, average cost per click relative to budget, and so forth.
This is why it’s better to think of online advertising not as Google Ads PPC, but as a multi-faceted section of your overall marketing strategy.
If you have any questions about online advertising for property managers, or need help coming up with a marketing plan, contact us at Fourandhalf.