Setting up a Google AdWords campaign requires attention to detail and the willingness to understand niche-related needs. Apartment landlords have to consider all angles before coming up with a viable strategy for long-term returns. Whether it’s optimizing the website or learning how to build a robust sales funnel, the journey begins by leveraging your Google AdWords account for consistent returns. This definitive Google AdWords marketing guide for apartment landlords will offer tremendous insight into what’s needed and what works.
Use this information to push forward and build a meaningful marketing campaign.
1) Understand the Target Audience
Start by recognizing what your target audience is all about. In general, the entire city and its population may seem like a “potential target” but that’s not actually the case.
You only want to go after those that are willing to spend money and learn more about what your apartments have to offer. This is why it’s time to think from their perspective and put together a viable solution.
A good lead will be someone:
* Willing to Buy
* Interested in the Location
* Searching for Rental Costs
These are just some of the examples an apartment landlord can think about while putting together a Google AdWords campaign. These requirements will ensure things work out in the right manner because there’s nothing worse than spending money on leads that would never have converted. For example, targeting teenagers might not be the best way to go about things. They will not want to rent an apartment nor will they think about spending money on something like this. As a result, you want to focus on clear-cut warm leads that are a given to work out in your favor.
There are many keywords that can go a long way in helping out and making sure warm leads come through. Keep an eye out for these keywords such as “rent” because they will be necessary for building a robust marketing campaign using Google ads.
2) Emphasize Local Keywords
Local keywords are a must when it comes to an apartment building. The average lead is going to come from the area, so why target people outside of this little bubble?
The goal should be to use the location settings and start to focus in on the community near your building. This will save a tremendous amount of money and is going to shed light on potential leads in the area. Over time, you will be able to narrow this group down even more but it is a good starting point for the average campaign.
3) Get Rid of Negative Keywords
Sometimes, the marketing campaign can fail because you’re not focused on negative keywords that don’t help. For example, several negative keywords actually promote cold leads that aren’t interested in what you are hoping to sell or show.
These negative keywords can include:
* WIFI Password
* Fax Number
* ZIP Code
Let’s say your apartment is named Northfield and people are searching it up. If they search up “Northfield WIFI Password,” it will count as a click and eat into your budget even though they weren’t interested in renting at all! You want to ensure this doesn’t happen as it is a complete waste of funds.
4) Run Split Tests
Split tests are one of the best techniques available to marketers when it comes to targeting high-quality leads and building robust ads. The goal of an ad is to generate as many leads as possible and this can happen in a number of ways.
With split testing, you put two similar ads and make slight changes to each. Run both of them at the same time and see which one gains more traction between the two. Once you let it run for a bit, you will know which ad is doing better. Keep the successful ad running and cut the other one before you lose more money.
This is a great way to hone in on your work and truly pick gems within your ad campaign.
5) Focus on Your Sales Funnel
Google AdWords can take up a lot of your time and that’s wonderful but where is the lead going as soon as they click through? Is your website up to par with industry standards?
Your first impression is important and that is only going to happen when they hop onto the website. Make sure the sales funnel is picture-perfect before running any ads because that will lead to major losses even if the ads are good.
6) Be Patient
Patience is an integral part of any modern marketing campaign and the same applies to Google ads. Yes, it may seem beneficial to keep shifting from one ad to another but this doesn’t let the market dictate what works. You have to take a step back and let the budget work for you. By understanding what people are responding to (i.e. using split tests), you can start to find a pattern in what’s efficient and what’s not. Sometimes, this alone can be enough to push forward with a wonderful selection of warm leads. Otherwise, you may end up spinning your wheels as an apartment landlord.
Being patient is one of those requirements that have to be kept in mind from day one. It’s the only way to feel confident about how things are going to be done.
Final Thoughts
Google AdWords is a powerful tool to have up your sleeve as an apartment landlord but it’s important to use it wisely. Several apartment landlords have lost money because they were unwilling to break things down and truly understand how to use Google ads to their benefit. In this case, you want to take a look at what the guide has to say before coming up with a strategy. This is the best way to move forward with a well-designed plan that is going to work over the long-run.
Remember, stay patient and continue to work towards bringing in as many warm leads as possible. This is going to be the ultimate boost for you and your apartment building!