{"id":14447,"date":"2016-01-04T05:00:42","date_gmt":"2016-01-04T13:00:42","guid":{"rendered":"http:\/\/www.yardi.com\/blog\/?p=14447"},"modified":"2020-12-24T03:42:20","modified_gmt":"2020-12-24T11:42:20","slug":"adding-adwords","status":"publish","type":"post","link":"https:\/\/www.yardi.com\/blog\/adding-adwords\/","title":{"rendered":"Adding AdWords"},"content":{"rendered":"

By now we\u2019re sure you\u2019ve heard of Google AdWords<\/a>, those pay-per-click (PPC) ads that pop up in search results on the largest search engine in the world. Whether you do a Google search from your desktop or mobile device, you\u2019ll see them\u2014serving up the most relevant results to get you to click thr\"shutterstock_164469386\"ough to the advertisers\u2019 websites.<\/p>\n

If you\u2019re interested in learning how to use Google AdWords for search engine marketing (SEM), this blog post will help you get started. First, we\u2019re going to teach you the basic terminology and functions. Then we\u2019ll share three best practices that will help you get results. And finally we\u2019ll introduce you to a service that will help power your AdWords campaigns and deliver measurable results.<\/p>\n

Ready to learn more about Google AdWords for property marketing? Ok, here we go!<\/p>\n

Getting Started<\/strong><\/p>\n

Get your ad on Google, the search engine that processes over 3.5 billion searches per day. Google AdWords helps you advertise your business or community directly to potential leads at the very moment that they\u2019re searching for the things you offer.<\/p>\n

Creating Ads<\/strong>
\nCreating an AdWords ad is a three-step process. First you write the ad, including a headline that identifies your product or service, a link to the landing page you want people to go to, and some text with a call to action. Then you choose the search terms that will prompt your ad to appear in Google search results. And finally, you set your daily budget.<\/p>\n

Ad Groups<\/strong>
\nAd groups are groups of ads with slight copy, url, or delivery (desktop vs. mobile) differences that target the same set of search terms.<\/p>\n

Campaigns<\/strong>
\nA campaign is a set of ad groups that have the same budget, location targeting, and more. You might have one campaign comprised of several ad groups tailored for students and another campaign running at the same time that is focused on attracting senior renters.<\/p>\n

Budgets<\/strong>
\nGoogle AdWords is different from other forms of online advertising in that you don\u2019t just pay one lump sum and hope it works. Instead, you only pay when it\u2019s working. That\u2019s right, you don\u2019t pay a penny unless someone clicks through to your website or gives you a call as a result of your AdWords ad. So you determine your budget\u2014whether it\u2019s several thousand dollars a month or just a couple hundred\u2014and you are free to adjust it (or even cancel it) at any time.<\/p>\n

3 Best Practices<\/strong><\/p>\n

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  1. Match your ad to your landing page.<\/strong><\/li>\n<\/ol>\n

    If your ad talks about studio apartments, don\u2019t confuse (or lose) your audience by linking to your homepage or a page with two-bedroom apartments. For the highest conversion rate, link directly to a landing page that delivers what the ad promises… even if that means you have to take the time to create one.<\/p>\n

      \n
    1. Include your phone number in mobile ads.<\/strong><\/li>\n<\/ol>\n

      If someone is searching on the go, there\u2019s a good chance they need it now. Use call extensions<\/a> to give mobile users the option to call you instead of forcing them to go to your website for more information. That way they can find out if you have any pet-friendly units available right now, instead of scrolling and clicking on a small screen. And you\u2019ll still be able to track conversions.<\/p>\n

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      1. Try something new in every ad group.<\/strong><\/li>\n<\/ol>\n

        Since ad groups have multiple ads, do some testing by adding one with messaging that is notably different from the rest. Google automatically rotates ads to show the best-performing ones more often, so you will know what works and what doesn\u2019t.<\/p>\n

        RENTCaf\u00e9 <\/em>Reach<\/strong><\/p>\n

        For a lot of people, the thought of finding the time to learn, manage, track, and optimize yet another advertising program isn\u2019t exactly a thrilling prospect. If you see the value in AdWords campaigns but simply don\u2019t have the time, why not leave it to the experts?<\/p>\n

        Yardi clients that use RentCafe<\/a> to manage their property marketing efforts are in luck. Fully integrated with RentCafe, RentCafe Reach supplies expert SEM services that drive clicks via Google AdWords. Additional SEO services also work for your communities to earn top placement in organic search results.<\/p>\n

        As an official Google Partner, Yardi provides Google AdWords Certified Specialists to manage your ad campaigns. You\u2019ll get:<\/p>\n