Property Manager PPC Agency

What is PPC Management for Property Management Companies?

Property Manager paid ads 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 expert PPC ads management, a paid advertising agency for property managers often starts by getting to know you. Since the way you approach paid advertising for a localized 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 searching for contact form submissions or calls. This can be accomplished through paid advertising that drives 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 advertising, you can get 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 PPC 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 ads, your property management company needs to use multiple tactics and marketing tools. Some of the best paid advertising services for property management companies include tactics to:

• Promote your digital assets (websites, sales funnels, etc.) via search engines, social channels, and third parties.
• Make money online or through qualified leads for your property management company.
• Integrate third-party attribution tools to better understand ad attribution.
• Present social proof through case studies, white papers, and video testimonials.
• Build and nurture relationships through user generated content, story creation, and email address collection.
• Test ad creatives across various ad placements and between different media formats.

Types of Paid Ads for Property Management Companies

For property management companies, there are many ways to run paid ads. Let's discuss some of the most common paid advertising being run for property management companies.

1.) Local Business Ads

Local ads for your property management company can be run through nearly any advertising platform. One platform may be more effective for your local area 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 local 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 localized 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.

2.) Social Media Marketing

Almost all online ads you see on social networks qualify as social ads.

Maintaining fresh ad creatives is key to social 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 tweaks.

Using social media advertising 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 advertising 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.

3.) Search Engine Marketing

You should invest in search advertising if you know people are looking 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.

4.) Display Ads

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 boost results from your ad spend if you have an understanding of your target audience.

5.) Retargeting Ads

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.

6.) Shopping Ads

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.

7.) Video Ads

Social networking websites such as Facebook, YouTube, and Instagram 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 ads campaigns should definitely incorporate video creatives if you have the budget to support them.

Tips for Managing PPC for Property Managers

Our team of paid advertising consultants 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.

1.) Keyword Research Tips

In the context of paid ads, 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 searching 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 PPC 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 PPC 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 paid ads from showing in search queries that you know won't convert to more property owners.

For example, an individual searching for "free services from property management companies" or "when to advertise to property managers" is unlikely to convert. Your paid advertising 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.

2.) Audience Research Tips

When you hear audience research talked about for property management company PPC 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 ads managers used Facebook's custom audiences extensively in the past. After all, one of the most attractive 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 updates 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.

3.) Landing Page Creation & Optimization Tips

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:

• Is there a benefit-focused headline?
• Do you have any images above the fold?
• Does the content engage the reader?
• Am I able to find a lead form right away?
• Can you easily identify the call to action?
• How fast does the page load?
• Is social proof present?
• Does the page load on mobile devices?

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 advertising. 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.

4.) Conversion Funnel Tips

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 digital marketing, we built several sales funnels using Click Funnels. Here are a few of the funnels we used:

• We used squeeze pages to help capture email addresses while building awareness for the program.
• We used lead magnets to provide people with healthy eating tips, fitness tips, webinars, and sneak peaks in exchange for an email address.
• Using application funnels, we encouraged people to apply for exclusive programs.
• As part of the online program, sales letter funnels were used as the registration system.

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.

5.) Conversion Rate Optimization Tips

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.

1. You sell a $100 product or service on your website.
2. You have a 1% conversion rate. This means for every 100 site visitors you sell 1 product or service.
3. Your average cost per click (CPC) is $1.00, meaning you spend $1.00 per person who visits your website.
4. You would need to pay $100 for 100 clicks from paid advertising to sell 1 product or service. This is known as your cost per acquisition (CPA).
5. The return on ad spend (ROAS) would be 1x, meaning you would get one dollar back for every dollar spent on paid advertising.

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 ads effectively, you need to understand your conversion rate and how to improve it.

6.) Ad Creation Tips

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 attractive 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.

Why Choose WebCitz to Manage Your Paid Ads Services

We'd love to partner with your property managers on paid ads! As a comprehensive PPC management agency helping property managers, we have multiple internal teams focused on search engine marketing, social media marketing, sales funnel development, and ad creative testing. This is not true of all property manager-focused paid ads management agencies, since most only have a single person handling all the work. You might not get the results you want from property management company PPC agencies if you don't test campaign optimization and innovative ideas often enough.

Choosing a paid ad firm for your property management company is not an easy task. With more than 20 years of experience, you know you can trust the PPC tactics and plans we suggest for your property management company. As a lead generation agency, we often use similar paid ads plans.

Property management companies should choose our paid ads company because they feel confident we are the right team. Our paid ads consultants are a good option for numerous reasons:

• It has been more than 20 years since we opened our doors, which makes us an industry leader.
• We rely heavily on paid advertising to bring in traffic from keywords we don't yet rank for organically.
• Our internal advertising team handles all property manager-targeted digital marketing services, such as PPC ads management, sales funnel development, and ad creatives.
• It is likely that one of our teammates will answer your call within a few rings if you call during normal business hours.

Let's talk about what our PPC specialists can do for your property management company! While we often provide complete paid advertising management packages for small property management companies, we are also able to augment the marketing departments of large property management companies.

Our team would appreciate the opportunity to be considered when your property management company needs a PPC marketing company. We would be happy to talk to you about your follow-up questions via email or phone if you have any.

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