From Google Ads to Facebook Ads, we've managed millions of PPC spend. Follow our strategies to help generate more conversions for your property management company.
Interested in getting more property owners for your property management company? Let us help your property managers improve their paid advertising campaigns through strategies we've been fine-tuning for more than 19 years!
We have experience with a wide variety of property managers (and other industries) including:
Property Manager PPC management consists of creating and optimizing paid advertisement campaigns for property management companies. That is an incredibly simple explanation though, so let's dive a little deeper.
To provide premium PPC management, a PPC advertising firm for property managers often starts by getting to know you. Since the way you approach paid ads for a local property management company is much different than how you would for a nationwide property manager ecommerce brand, this information helps determine the next steps.
Local property management companies, for example, are often only looking for contact form submissions or calls. This can be accomplished through PPC advertising that boosts traffic to an optimized landing page or sales funnel. We recommend Google Local Service Ads or Facebook Lead Forms if those pages/funnels don't exist or need to be reworked.
In contrast, ecommerce-focused property management companies are most likely to be interested in online sales. Using paid ads, you can drive traffic to a page optimized for products or categories. You might even want to include Google Shopping Campaigns in some cases. Our team has even used sales funnels to help sell products and subscriptions.
To optimize and scale property manager paid ads campaigns, it's important to understand what metrics will be used. For some property management companies, that means looking to platforms like Google Analytics. However, there are other options out there too, like Wicked Reports, Triple Whale, or Northbeam.
To be successful with paid advertising, your property management company needs to use multiple strategies and marketing tools. Some of the best paid advertising packages for property management companies include tactics to:
Our team of paid ads experts is knowledgeable in the latest paid ads trends for property managers and other industries.
Here are some of our best tips to follow for keyword research, audience research, landing page / sales funnel optimization, conversion rate optimization, and ad creation.
In the context of paid advertising, keyword research for property managers largely relates to Google Ads and Bing Ads search campaigns. After all, Bing and Google only show ads based on what people search for that your property management company is targeting.
For example, a person looking for a property management company nearby might search "local property manager" on a search engine. It wouldn't be necessary to conduct extensive keyword research to target that exact phrase.
However, what if the exact match keyword isn't generating enough search volume and the property management company needs to expand their advertising reach? To solve the problem, keyword research would be required.
After discussing options, the next step might involve the paid advertising manager talking with the property management company about what products / services they want to target more often and where. There may also be a need to broaden the keyword targeting.
Suppose the paid ads manager discovers that there is high traffic volume for "nearby property management companies" or even "property manager services." The first phrase is targeting a type of business or organization in the area. If the service is extensive, the second phrase might result in a more lucrative opportunity.
When building negative keyword lists, keyword research can also be beneficial. You can use negative keywords to prevent your PPC advertising from showing in search queries that you know won't convert to more property owners.
For example, an individual looking for "free services from property management companies" or "when to advertise to property managers" is unlikely to convert. Your paid ads may appear if you use broad keyword targeting without negative keywords such as "free" or "advertise".
You can see that as you scale your ads and reduce wasted ad spend, the needs for keyword research become more complex.
When you hear audience research talked about for property management company paid advertising campaigns, it is often within the scope of scaling social ads on Facebook and Instagram. There are options within Google Ads and Bing Ads for audience targeting as well though.
Let's take a look at audience research and targeting within Facebook Ads.
Property management company paid advertising managers used Facebook's custom audiences extensively in the past. After all, one of the most appealing features of the Facebook Ads platform was the data it collected on its users, which property managers lined up to exploit.
A number of factors, including data privacy and machine learning, have had an impact on custom audiences over time.
Apple's iOS 14.5 update included a pop-up message that lets users opt out of personalized ad tracking. The change negatively affected Facebook's ability to track user behavior. Even ad attribution reporting was affected.
Following that, machine learning algorithms greatly reduced the need for custom audiences and lookalike audiences for most advertising companies for property managers. With such sophisticated algorithms, it's often more harmful to choose your own interests compared to letting Facebook figure it out for you.
Though there will still be plenty of property management company paid advertising agencies using custom audiences, the trend is moving toward broad targeting. You can see it for yourself. Every few months Facebook rolls out upgrades that gradually remove lesser-used interest-based targeting options. They even keep changing out "Advantage Detailed Targeting" is pushed in the ad set creation.
Interested in another take on audience targeting? Social Media Examiner's blog article does a good job of explaining recent changes.
However, audience research and targeting aren't going away. The targeting options within property manager ad campaigns will likely always be manageable to boost performance.
It is important to focus on a high quality landing page when running paid advertisements for property managers.
Let's begin by examining the landing pages for your property management company to make sure they follow best practices. Here are some of the factors we look for in this review:
Designing and developing a quality landing page involves so many factors. Here is a great blog post about what makes a quality landing page.
Until you have a landing page that follows best practices, don't spend money on paid ads. You should never consider your landing page complete. You can refine your sales pitch by running A/B tests on the landing page every few months.
You might consider building out one or more sales funnels instead of a landing page. Our lead generation, email marketing, and even online purchases are heavily dependent upon sales funnels.
One of our customers promotes an online fitness challenge that you can even join from your home. In the course of managing their internet marketing, we built several sales funnels using Click Funnels. Here are a few of the funnels we used:
There are many different types of funnels, so your property management company isn't limited to only these options. Keep in mind that these tools can be incredibly helpful for gauging interest in a product, building an email list, and selling online.
Knowing your conversion rate is crucial to making informed advertising decisions. It varies greatly among industries, products, and services, but the average conversion rate is between 1-3%.
To illustrate the impact of conversion rates, let's run through a basic example.
Most property management companies wouldn't be able to afford this return on ad spend, but nevertheless it is often the ROAS we see when reviewing new client ad accounts.
Paying an advertising agency to improve campaign settings, the ad creatives, and the landing page experience improves the situation.
Assume those improvements increase your conversion rate from 1% to 2%. You now sell two products for every 100 visitors to your website. This is twice the return on ad spend! You might be profitable now selling that product or service, if your margins are good.
To manage your paid advertising effectively, you need to understand your conversion rate and how to improve it.
This is potentially one of the most important aspects of a Facebook Ads account, but it also applies to Google Display Ads.
Your Facebook and Instagram ads are mostly targeted at a cold audience interested in quickly scrolling by advertisements in favor of seeing what their friends and family have recently posted.
An understanding of how to capture someone's attention in a split second is essential.
If you want to achieve this, you must come up with beautiful ad creatives that make people stop and think, "hold on a minute, what...?"
It doesn't happen by repeating the same ad creative every time. Even the best ad becomes boring over time. Changing things up is important, even if you are just targeting people in the local area.
Unless you experiment with new advertising creatives, you will suffer from "ad fatigue." As a result of seeing your ad so many times, your target audience instinctively scrolls by it without ever interacting with it.
Avoid this situation at all costs. It's important to understand when to pause an ad if it's underperforming. You should understand when to test new ideas. Especially if you are emotionally attached to an ad and that is the only reason you keep running it.
If you want us to dedicate more time to your campaigns, the price of our PPC management services will be adjusted accordingly. Our PPC management packages start at the price listed below, however, we are open to discussing an increased budget if your ad spend or service requirements are higher.
For property management companies, there are many ways to run paid advertising. Let's discuss some of the most common PPC advertising being run for property management companies.
Local Area ads for your property management company can be run through nearly any advertising platform. One platform may be more effective for your local property management company than another. It is important to try out every available option to see which works best for your needs. Now let's discuss some localized advertising options.
Google is going to offer two options.
As a first step, you can run traditional Google Adwords, possibly using their newer Performance Max campaign type. The Google algorithm finds the best combination of headlines, images, videos, and service locations to bring you local customers using this type of dynamic ad campaign. Local professionals such as accountants, lawyers, dentists, and physicians frequently use Performance Max campaigns.
Google's second option for qualifying businesses is their Local Service Ads. As a pay-per-lead platform, Google Local Service Ads charges a flat fee per lead. Plumbers, electricians, roofers, and heating installers often use Google Local Service Ads.
You can also target people in your local area using Facebook Ads. The first step is to set up a campaign with ad sets restricted to certain geographic areas. Local Facebook Ads are often used by property management companies of all types.
Almost all online ads you see on social networks qualify as social ads.
Maintaining fresh ad creatives is key to social media ads. If you don't rotate out ad creatives every few weeks your campaign performance will slowly decrease. For higher spending ad campaigns, you might need to look at weekly ad creative changes.
Using social media marketing allows you to reach audiences who have never thought of your product or service, or aren't thinking about it right now. It's quite the opposite when you run search engine marketing since you only get to show them when someone searches for what your property management company offers.
That benefit can also be a curse though, since conversion rates are often lower when people aren't closer in the revenue funnel of making an immediate purchase.
You should invest in search advertising if you know people are searching online for your products or services.
In some circles, this is referred to as property management company Search Engine Marketing, or SEM. There are different ways to explain search ads (not to be confused with SEO), which are advertisements displayed on search engines' search results pages.
You might consider copying your Google Ads campaigns over to the Bing Ads platform if you've had success with Google Ads. In an October 2022 study from StatCounter, Bing was the primary search engine used by approximately 3.57% of online users.
There are display ads on message boards, chat rooms, game lounges, news websites (sometimes even local news stations), gossip websites, and more.
Bing Ads and Google Ads both offer these.
With display ads, you just need a set of ad creatives in different sizes. Both ad platforms have algorithms that help you drive results from your ad spend if you have an understanding of your target audience.
There is a good chance that not everyone will convert during their first experience with your property management company website, landing page, or sales funnel.
To help people return to your website after they've thought through various options, retargeting ads are almost always recommended.
You can run retargeting ads on any ad platform, too.
Google Shopping Campaigns popularized this type of search ad.
If you want to promote your property management company through Google Shopping, you'll need an ecommerce website, a product feed (CSV or TXT), and a Google Merchant Center account.
With these tools in place, you'll be able to provide Google Ads an updated list of all your accurate product data, including the title, SKU, image, price, and availability. Using that information, they can determine what types of search queries to display your products at the top of search results.
Social networking websites such as YouTube, Instagram, and Facebook allow you to advertise with video.
Using Google Ads, you can run YouTube Ads by creating a video ads campaign or performance max campaign.
It's necessary to have a working Facebook Ads account to run video ads on Facebook or Instagram.
Video is an excellent ad creative in terms of conversion opportunities. Video ads are frequently used to showcase product launches, custom services, and personal introductions.
Your property management company paid advertising campaigns should definitely incorporate video creatives if you have the budget to support them.