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Google Ads Now Tracks Community Visits

Google Store VisitsApartment marketers have been longing for the day that they can attribute their ad spend to onsite community traffic. Google is making this dream a reality for more communities as they roll out store visit conversions in Google Ads. Up until this point, apartment marketers have been able to attribute ad campaign success in Google Ads through website traffic, website events, and phone calls. While these metrics do a great job of measuring the intent of searchers to visit a location, store visits allow communities to see how this online intent actually translates to foot traffic. In this blog post, I'll explain how Google tracks store visits, how apartment marketers can use this information to generate more foot traffic, and the criterion communities need to meet to be able to take advantage of this new metric. Who can take advantage of Google’s store visits?  Communities that have a Google My Business account set up for each location and 90% of their location links verified Communities using location extensions in Google Ads Communities that received thousands of ad clicks and impressions Communities that have enough foot traffic and pass user privacy thresholds How does Google track store visits?  Google uses a variety of signals to arrive at the store visits data they report in your Google ads account. Google maps data, store locations, wi-fi signal strength in stores, GPS location signals, Google queries, visit behavior, and a sample of 1 million users who opted into allowing Google to track their location history are all used to de......
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How Do You Know Your Google Ads Are Working?

Over in the forums, Beth asked a great question about her Google Ads: How do you know what you're spending on Google Adwords is working? I've been asked by our owners to create a report that justifies our spending towards Google Adwords and not sure if there is a direct way to verify traffic or lease to Google Adwords. This might be a question for the marketing team, but just curious how your company verifies the cost of Google Adwords and its value is validated. This is such a great question. (Thanks, Beth!) I'm resharing the full answer that I originally posted here. The short answer is this: You want to tie your ad results as precisely as you can to real business results. And those results should come relatively quickly – a smart, targeted campaign should almost immediately produce an increase in phone calls, email leads, and tours. Focus primarily on those lead generation metrics, but also understand that those numbers alone won’t tell the full story of how Google Ads might be contributing to your leasing success. To provide a better answer to the question (backed up by data), you’ll want to have access to the followIng: Your Google Ads account [ads.google.com] The Google Analytics account for your website [analytics.google.com] Your Google My Business account [google.com/business] Your call tracking reports Your lead management/CRM reports Here are some specific things you can measure to show the effectiveness of your Google Ads (ordered in the typical order they occur along the cu......
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Massive Change to Facebook Marketplace: Rentals Are Now Here

Facebook  Facebook Marketplace Rentals vs. Craigslist! ...and your ILS. Oh, and maybe even Google too.  Facebook Marketplace Rentals just happened. And it's about to get real for Craigslist first, but also Internet Listing Services (ILS). Heck, Facebook could even bite into Google's piece of the pie if users really go for it.   First, let's back up a bit. If you're an owner/property manages of a small to mid sized portfolio, then you needed to get the best return on their small marketing budget. So Craigslist, being free (and pretty clunky), was an obvious initial go-to option for many.  But Craigslist can take a lot of time, and depending on your target demographic, maybe didn’t even return that many quality leads. Then you got entangled with a pricey ILS contract. Hopefully that's doing something useful for you. And now you've heard about advertising on Google and on Facebook. But which would work better for you?  It used to be a no brainer for us.We'd pick Google for your budget first every time. That's because the difference between the two is that Facebook is "interest" based and Google is "intent" based.  Interest vs. Intent and Why it Matters If you're looking for a Mexican restaurant or a new dentist - you went to Google or Google Maps.  That's intent. (It's also making me hungry for tacos and slightly nervous to make that appointment I need) Facebook was just for expressing which movies, books, sports, etc. you loved. That’s interest. Most people who ......
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AdWords vs. Bing Ads: Which Ad Network Drives the Best Results for Apartment Communities?

Every multifamily management company that runs paid search campaigns as part of its apartment marketing strategy has likely come across the Google vs. Bing debate at one point or another. While there are certainly many distinct advantages to both Bing Ads (Bing’s ad network) and AdWords (Google’s ad network), ultimately only one network can be considered superior when it comes to securing leads in the multifamily industry. Here’s a quick look at the advantages of each, followed by our final verdict: The Advantages of Bing Ads Bing Ads are primarily displayed through bing.com, a search engine that has cornered roughly 20 percent of the search market as of March 2015, according to a ComScore study. Bing Ads can also be found when conducting a search through Yahoo, thus expanding the ad network an additional 13 points and bringing its overall market share to roughly 33 percent. This is a considerably large chunk of the pie, and one that certainly warrants a second glance. In addition to representing nearly one third of the overall market, the Bing ad network is usually cheaper than the Google ad network. A recent report from the search marketing intelligence agency AdGooroo, for example, found that the Cost-Per-Click (CPC) of ads displayed through Bing’s network was 35 percent cheaper than the CPC of ads displayed through Google’s network. The difference was attributed to the fact that more advertisers pay attention to Google, making its bidding landscape more competitive. The Advantages of Google Ads You don’t need us to tell you......
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Google Releases New Callout Extension for Your Apartment’s AdWords Campaign

Google Releases New Callout Extension for Your Apartment’s AdWords Campaign

Enhance your AdWords campaign by adding Google’s new callout ad extension. You can now add more information about your business by including additional callout text in your search ads with Google’s release of the callout ad extension. Better advertise your current promotions and apartment community features and amenities to help encourage more interest from your potential leads.

Callouts can be added when you create your campaign and help to summarize special offerings from your apartment community. Instead of creating new text ads, adding callouts help decrease your work time and can also be customized for mobile devices.

When you are adding callouts for your apartment’s AdWords campaign, you can create a minimum of two and a maximum of four for each account or ad group. Be sure to keep them short and specific, and you can start testing their performance for your campaigns.

Start enhancing your AdWords campaign by adding more details and amenities of your apartment property with new callout extensions!

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Driving Traffic to Your Multi-Family Website with PPC vs. SEO

Driving Traffic to Your Multi-Family Website with PPC vs. SEO

The two major options for driving better local traffic to your apartment website are either Google Adwords pay-per-click advertising or search engine optimization. Rand Fishkin, founder of the online marketing firm Moz, was asked which would be the best option for driving traffic to a website. Rand discussed that the major challenge would be learning the balance to utilizing and investing in both aspects of search.

PPC (pay-per-click advertising) can provide faster results, as you can easily work with a program like Google Adwords and begin displaying profitable ads right away. However, you will be paying Google for the traffic you are receiving, which can often require large investments. Especially because many major companies have already mastered different fields and invested time and resources, it may be difficult to make major success here.

SEO (search engine optimization), on the other hand, is still a pretty wide open field. There is a lot of room for creativity and big ideas. Rand used such examples as Survey Monkey and Yelp, who provided a necessary and important service and made sure to always direct link back to their own website and brand.

Local SEO and PPC initiatives have the potential to bring a good amount of quality leads to your apartment community. We always suggest running both simultaneously for the best results possible!

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Becoming the Best Google Adwords Pay Per Click (PPC) Manager for Your Apartment

Becoming the Best Google Adwords Pay Per Click (PPC) Manager for Your Apartment
Even if you are already a good apartment PPC manager, utilizing data tools and getting great results, are you pushing to be even better? There are many ways to become even more successful as a great PPC manager for your multi-family locations. 1. Keep Asking “What’s Next?”   Even after seeing incredible results, a great apartment PPC manager will continue looking for ways to increase these results. Whether the goal is to improve these results by 1% or 15%, the goal is always to seek improvement. An easy way to do this is to look into the keywords of your campaigns. AdWords is an easy tool to find ways to improve performance, beginning in the keyword-level view. A great multi-family PPC manager will have the background to review the Quality Score of keywords and determine any factors that can improve the success of the campaign.  2. Understand and Interpret Data   While you may already know how to use such tools as Google Analytics or Excel spreadsheets, to be truly great you must understand the analytics data and how to use it. You must learn to interpret the data to better understand the information you find. A great tool to use would be Excel spreadsheets, helping you to manipulate the data. After better understanding this information, you must also understand the proper action to take to help improve your multi-family locations.  3. Form the Solutions   A great apartment PPC manager will not only identify the issue, but will also find the solutions. You m......
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