Property Management Pay-Per-Click Marketing
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Already Tried PPC?
Why Most PPC Managers Targeting PM's Suck Anyhow...
They Optimize for Clicks
Optimizing your ads to get more clicks is what most PPC managers do, but that means they are just making you spend more money - remember PPC stands for pay-PER-click. You will innevitabley get tenants and vendors clicking your ads and then the actual leads you get will be cold and will convert poorly.
They Don't Get Your Industry
Most PPC marketing firms just don't get property management, let alone internet marketing. We don't blame them... it is tricky to get: potential tenants, existing tenants, new owners/clients, existing clients, etc. Then filtering out keywords & clicks related to rentals, real estate, areas you don't cover, etc. It can be a mess. You are likely wasting most of your money.
They Suck At Copywriting
Most PPC managers are not copywriters. They are almost clueless as to what actually sells or drives conversions. So even if they are A/B split testing, they are split-testing two terrible ads. Ads need to be focused on what they are looking for while also preventing wasteful clicks from unqualified people.
They Take On Your Competition
So do they serve you, and your competitor? Ethically a PPC manager cannot take on two clients targeting the same location & category keywords. Why not? Because there is then a conflict of interest. Who gets to earn the top spots? Which one are they more interested in succeeding? They likely will try to keep your ad budget lower to keep it balanced with your competitor.
They Don't Give Reports
Some PPC managers don't provide reports. This is ludicrous. If you aren't inspecting what you expect, how do you even know they are worth it? You deserve regular reports that show how your ads are performing and provide transparency into your PPC manager's operation. After all, you are paying them to manage your money.
They Don't Do Real Work
PPC managers that think they can just "set it & forget it" are not doing their job. Your ads should always have some sort of testing going on, adjustments to keywords, adspend, etc. so that your ads continue to increase in conversions as well as become more & more cost effective and play nice with your current month's marketing budget.
They Don't Focus on PPC
Many businesses truthfully hate doing PPC. Most SEO companies only offer it because their clients might go elsewhere, but it is not their focus and most have admitted to us they wish they didn't have to offer it because they feel the margins are too low. They would rather do other, more costly forms, of marketing.
They Hold Your Ads Hostage
The shadiest marketers consider their ads to be their proprietary secret and won't allow other marketers access to the AdWords account to review their work. Or even worse, they give you limited access & if you cancel with them they take the ads that you spent money optimizing, away from you.
Most PMs Have No Clue How Much They Are Really Spending Per Deal
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If You Do Decide to Do PPC...
Here Are 14 Questions You Need To Ask Your PPC Manager
You should be able to have "administrative access" in Google Adwords if you request it.
You should be able to keep your campaigns, keywords, ad copy & this should be put in writing specifically that you retain access to all your accounts, all keywords, all campaigns, and all ad copy. No ethical company would hold your ads hostage or take them away when you quit.
With a Client ID Number we can request "administrative access" to help manage your campaign, which you can approve. You can have up to 10 different managers per account.
Every PPC account should have its own client ID number. It is against Google Partner Policy to not give a client their own client ID number. If they are not willing to provide you your client ID number that is a major red flag and you should not work with them.
Ads are public knowledge anyway. Anyone with PPC Savvy can run a report to see what ads have been run, what keywords have being targeted, the adspend budget for a business, what ad positions they have had, and the average cost per click on their ads - for any website.
There are no secrets anyhow, so why would they try to lock anyone out?
You should be getting regular reports that clearly show your conversion rates, click-through rates, and cost per ad group/keyword. And if requested, they should be willing to provide you the change history so you can see what changes have been made over a given time period. (Google keeps a history of all changes, which you can login to view and see what your account manager is doing).
The reports you are sent should show a reasonable cost per conversion. PPC should be just as cost-effective or as profitable as any other paid marketing channel or effort. You will be able to see in our reports how many people click-through to your website and then how many of those clicks fill out a lead form or call. You will then be able to determine if those are *qualified* leads (good quality leads) during your sales process and compare our reported leads with your actual signups.
Confident PPC managers do not have term limits and allow clients to work with them on a month-to-month basis. Usually cheap firms will have term limits because they cannot deliver on their promises long-term or to make up for the lack of a setup fee.
Ads maybe take a week or two to optimize initially to get leads and then get better from there, so you should start seeing leads pretty fast. Anyone that tells you it will take months likely isn't very effective and also has lengthy term/contract limits.
Every industry has a learning curve. Any legitimate PPC manager can manage a campaign if they ask the right questions and take time to figure out your target groups and who you don't want to target. However, if they are already familiar with your target groups they can hit the ground running. If they aren't familiar with your industry, don't ask much about your business, just send a list of possible keywords, & then dig in to spending your marketing dollar, you will usually be bleeding money.
Are all your pay per click account managers/specialists certified AdWords professionals? What relevant professional certifications or credentials do your PPC managers currently hold (i.e., AdWords Advanced Search, Advanced Display, Google Analytics, Video Ads certification)? You deserve to know if they know the rules of the game you are hiring them to play.
Your PPC manager should allow you to cancel at anytime. You should be able to get reporting and ask them what it means and verify that they are doing work. You should inform your PPC manager of any issues with leads if they are poor quality.
Also, PPC can get expensive fast. Failsafes should be put in place such as max daily rates, max monthly rates.
They will likely say "of course!" We would say actually, we optimize for actual conversions. Any cheesy PPC manager can get people to click ads, but can they get you qualified, effective leads? Can they get people clicking your ads that will then be good potential clients that take action?
Do you really want to pay for lots of useless clicks? Or do you want more business?
Sure! But most that do usually end up spending a lot of money and not getting leads or having a good experience and give up. PPC is supposed to be effective and profitable.
There really is a science to PPC management and if you plan to do it on your own we recommend you invest a lot of time to learn it... get some books... or you will bleed money like crazy.
If You Do What Everyone Is Doing You Will Get the Same Lackluster Results
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