Targeting Residents With Pay Per Click (PPC) Marketing
While choosing to focus on a purely organic approach to driving traffic to your property’s website can be easier on your budget, it doesn’t maximize the possible benefits of digital marketing for your properties. We tackled the advantages of search engine optimization (SEO) for property marketing in our previous blog post, and today we’ll be talking about pay per click advertising (PPC), which essentially refers to paying for each click going to your site.
What is PPC?
Think of PPC as a digital means of distributing your ads to a specific and relevant audience, but only paying for instances when users click a link going to your website. These ads are displayed at various strategic sites on search engine results, the most common being the top area or in the sidebar. They’re differentiated from organic search results by labels or symbols that show they’re a paid ad.
To have a successful ad campaign, your property marketing team should combine thorough keyword research and your customer/tenant insights to craft personalized or targeted ads that drive traffic to your own website. Continued research and testing are one of the few trusted ways to get well-qualified search traffic. Don’t fall for the all too common mistake that many other marketing teams make, which is settling for the “set it and forget it” mindset with digital advertising efforts. Understanding your tenants should be a continuous learning process and the core of any digital marketing strategy.
PPC + SEO = Property Marketing Success For The Digital Age
Both PPC and SEO are must-haves when it comes to driving traffic to your residential property. They work together while aiming for slightly different goals. SEO targets building a long-term spot in search engine results, while PPC is used to focus on quick results when needed, such as a new opening of a property or to promote special rates. Both are essential for getting needed traffic in today’s crowded and noisy property market!