Pay Per Click (PPC) advertising isn’t your expertise. It makes perfect sense to outsource PPC management for apartment communities to a skilled agency who can bring in leads at the lowest possible cost per move-in.
But it doesn’t make sense to not watch over their work.
Are you uncertain about your PPC agency?
Are you looking to hire a new agency and want to know what to look out for?
Whether you’re auditing your current agency or looking to hire a new one, this checklist will help you vet the external marketers tasked with running ads to your portfolio of communities.
Unless you have a new brand or rebranded recently, or your brand is being hijacked by a competitor, you most likely do not need to be running a brand campaign.
It could spending more money than you need to.
Unless your agency has a wealth of experience in multifamily, they may not understand the business goals for a property manager. Which is why it’s important to define and set business goals as soon as possible.
Depending on how you set your business goals, this could also determine how you set up your campaign and ad group account structure. Not every campaign will have the same goal.
If you only get a slew of reports with metrics and charts and graphs, then the agency may be hiding behind complicated reporting? This doesn't mean you should not get those reports.
But reporting should answer these questions:
You are not always going to have time to get into the weeds, but when you do here are some items you should be aware of. The reporting from your agency should make it easy to determine the following:
A healthy AdWords account should be maintained at least once a week. The good thing is that AdWords registers every single change that has been made in a log. You can access this log and see all the optimizations made to your account in a particular timeframe.
Depending on how involved you want to be, this change log is a great way to review what is happening with your account.
Remarketing is a powerful tool that allows you to reach prospects after they visit your website.
A prospect comes to your site, looks around, but doesn’t lease. Instead of leaving a return visit to chance, bring that customer back to your site with remarketing.
By showing your ads to customers who have already visited your site, you can promote your brand and increase branded searches that ultimately will lead to more leases. A branded search is one of the best leads you can get.
While the agency may not be responsible for what happens after a click, they should be a vocal team member if they have concerns or recommendations on what could be changed to improve the entire sales funnel.
For example, they most likely have no control over the landing page experience, but because they care about all the stages of the sales funnel (we should hope), then they should be the first to speak up when they see the overall performance of the campaign suffering.
"Quality Score is not important, what matters is that we are ranking well"
"We need to increase bid to get more impressions and improve click through rate"
"We can get you ‘the click’, but it's up to you to convert"
If your portfolio has more than one community in a market or submarket, then sending your non-branded traffic to a regional landing page is a powerful PPC strategy.
For example, a search query of “Atlanta apartments with electric car charging stations” would send to traffic to a landing page that clearly showed the prospect apartments the user's search intent. A corporate portfolio or fee manager portfolio might have four or five apartments that fit the bill. Each property would be showcased on the page so the searcher can pick which they like best.
Regional landing pages show the searcher exactly what they searched for, and include all the communities that satisfy their request. Regional landing pages increase time on site and decrease cost per click because searchers love them, and Google rewards a positive website experience.
However, agencies that charge a percentage of ad spend advise against this strategy. Agencies that charge a flat fee, seem to love this strategy -- because it makes them look like rock stars.
First of all, we are not an agency.
But we understand the challenges of managing multifamily PPC campaigns. To help with some of these challenges, we create regional landing pages for all your PPC ads.
These landing pages will have an immediate impact on the performance of your advertising by:
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