Google Ads is the bread of butter of digital advertising, that’s for sure. But, are you ready for the investment? While Google Ads campaigns, when set up correctly and strategically, have the potential to increase conversions, traffic, and brand awareness for multifamily properties of all sizes, to reap the full potential of the platform, you’ll need to make an initial investment of time, money and testing. If you’re on the fence with your Google Ads investment and have not yet taken that leap, you may want to consider these three factors before you do.
1. You don’t have the time to learn (or funds to hire a professional).
Despite the persistent arguments from our stubborn pride, new marketing tools take time to master to experience their full potential. The same applies to Google Ads. While the average person can gain a fairly good understanding with a dedicated effort and quite a bit of finagling, it’s not something you can land in a day. If you don’t have the time or patience to enhance your expertise in Google Ads or you don’t plan on divvying up the funds to secure a Google Ads professional, then the platform will likely not work for you. Just being knowledgeable on the basics and “winging it” the rest of the way will only get you but so far. If you truly want a successful Google Ads campaign, you’ll need expertise, and that only comes from time.
2. You don’t have a dedicated advertising budget.
If you’re in a pinch for funds and expect to receive an immediate ROI on your first campaign, you’ll likely be disappointed with Google Ads, especially if you’re managing everything on your own. While costs can vary based on your targets, campaign setup, trends, locations, etc., many new advertisers tend to wonder how their ad budget got spent so early. Before making the investment, consider the amount you’re willing to pay to land a quality renter. Google Ads, in general, is a pretty good platform in terms of cost, thanks to its flexible budget options and control settings; however, just as you would allocate any other budget, you should allow a bit of cushion for your Google Ads costs. Generally speaking, it’s often better to create a daily budget for each of your campaigns and then prioritize them with your goals.
3. Your website needs a rehaul.
You’ve heard this one before. In short, your website matters! When determining which websites appear on its search results pages, Google considers site quality. This means that your website needs to offer an optimal user experience. It should be up to par in design, performance, and relevancy to the search terms to remain effective. Relying solely on Google Ads for your traffic will leave you with your head down and pockets lighter rather quickly. Users need to find you as credible, professional, and meeting their needs. So, if your SEO has been neglected for a while and your overall website could also use some work, you will not get the most from your Google Ads investment.
Rentbot can help.
If you’ve determined that you have some work to do, it may not be the best idea to invest in Google Ads right now. The good news, though, is that you have a trusted partner with Rentbot. In addition to designing easy-to-use, conversion-optimized websites for multifamily clients, we’re also Google-certified and experienced in helping businesses like yours advertise apartments online with excellent results. We’ll handle all the work for your Google Ads campaign, including geo-targeted keyword research, optimized campaign setup, full-featured ad creation, and monthly strategy and reporting calls with you to keep you in the know on the success of your campaign. If you’re ready to turn your website into a lead generator, set up a free consultation and website trial with us here.
About the Author
Jonsette Calloway joined the Rentbot team in 2015. With a background in public relations, advertising, and copywriting, she has helped many clients achieve their marketing and communications goals within various fields, but she particularly enjoys working with the apartment industry.