Digital Marketing Blog

5 Steps to Help Your Property Business Succeed with Google AdWords

Posted by Joana Inch on 8/2/17 4:35 PM

Google AdWords is, without a doubt, one of the most powerful marketing platforms available for any businesses looking to effectively reach and convert customers. If you are looking to increase attention for your Australian property business, you can take advantage of the platform's countless options and targeting methods to maximise your budget and optimise your digital marketing for success.

To get there, of course, you have to be strategic. Knowledge of Google AdWords is key, as is an understanding of the way in which you can set up campaigns to highlight the value proposition of your property business and reach customers and clients in Australia. Here are 5 steps that can help you get started on your way to a successful digital campaign.

1) Understand AdWords' Capabilities

First, you need to understand what AdWords actually allows you to do. Through the service, advertisers can set up marketing campaigns ranging from search engine ads to banner ads on Google's vast display network. 

But to get to that point, you should understand both the possibilities and the limits of the software. For instance, you can set up YouTube campaigns on AdWords - but you cannot set up social media marketing campaigns. Google's internal tutorials can help you understand the lengths and limits of marketing your property business to customers throughout or in parts of Australia.

2) Take Advantage of the Keyword Planner Tool 

A number of targeting opportunities exist throughout AdWords. For instance, you can show ads to potential customers based on their interests, the pages they browse, and the keywords they search for. The last in particular will likely be a focus, especially for your search engine text ads campaign.

At the same time, it can be difficult to set up the perfect keyword-based search campaign. That's because depending on which words or phrases you target, you can pay up to $200 for every single click on your ad. Thorough and comprehensive keyword research is absolutely necessary to find the difference between popularity and price of any given phrase you want to target.

Fortunately, Google's Keyword Planner can help you find a set of phrases that work perfectly for your audience and business. You might, for example, be able to limit your costs by making the phrase more specific to a limited geographic area. Home loan can be expensive, but home loan in Sydney will be significantly more affordable.

For a cost-effective, long-term approach, you may want to see which your top-performing keywords are on AdWords and start Optimising for them. To get up to date on the best SEO practices, simply download our free SEO eBook "17 SEO Myths you should leave behind" by clicking below image:

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3) Define Your Campaign and Audience Group

Based on the keywords you find, it's time to set up your actual campaign. Here, the most crucial step is to make sure you stay organised from the beginning. As you build out your AdWords campaigns, you need to be sure that you stay organised from the start, allowing you to review, update, and evaluate individual ads at later points in time.

Defining your campaign has to start with an understanding of your goals. Who are you trying to reach, and what value proposition are you giving that audience? Is your goal to generate clicks, or to get users to contact you directly? Each of these questions will have different implications for your AdWords campaign.

The possibilities of AdWords campaigns range widely. For instance, you can set up individual text ads that, instead of a link to your website, feature a phone number (or even message option) for your audience to more easily get in touch with you. Understanding your options is vital in defining a campaign that will help to solve your marketing challenges.

Your audience, of course, also matters. You can limit your reach not just based on the keywords on which you focus, but also their geography. The key is to find an audience group most relevant for your business, limited to either Australia as a whole or individual parts of the country.

4) Remove Negative and Irrelevant Keywords

Especially for companies with limited marketing budgets, optimising your campaign to maximise its efficiency is absolutely vital. One way to accomplish that goal is to make sure that you are not inadvertently targeting searches or keywords that are not actually related to your business or the property sector as a whole.

AdWords allows you to accomplish that feat through exclusions of negative and irrelevant keywords. The individual keywords that are irrelevant to you may differ; for instance, you may not want to target any user on Google who searches for property management if you are looking to highlight your real estate selling services, and vice versa. 

Excluding negative and irrelevant keywords should be part of your set up, but can also be beneficial later on. For example, you might find that some of your targeted keywords lead to clicks, but no conversions. You still pay the same, of course, so you can maximise your budget by excluding the low-converting keywords throughout your campaign.

5) Evaluate Regularly to Optimise Clicks and CPC

That gets us to the final, and perhaps most important part of setting up an AdWords campaign for your property business. The initial set up is vital, but no campaign can be complete without regular, thorough evaluation of your marketing performance.

Everything you learn about your keywords and audience is preliminary. Over the course of the campaign, you may find that some of your ads perform better than expected, while some keywords have become surprisingly expensive. You can only find these examples through your evaluation process, which allows you to make adjustments and continue optimising your campaign over time.

For anyone in the property sector, AdWords can and should be a core digital marketing tool. But it can only be successful if you set it up right, which is what the above steps can accomplish. Over time, you will become a digital powerhouse, ensuring that your businesses reaches Australian audiences effectively and without a major cost commitment.

Topics: Google Adwords