Targeting community-specific keywords, like its name, is called a "defensive campaign." It defends that community's identity and makes it virtually impossible for competitors to create ads targeting those keywords.
Other campaign types are available in Google Ads to help apartment marketers get their communities' ads to appear. They could include targeting terms relating to a community's location or specific amenities such as 'pet-friendly' or 'luxury.' Think of the varying search terms a prospect may use when trying to find an apartment complex in Google.
One other campaign type worth mentioning is remarketing ads. Remarketing ads are compelling in helping prospective residents build trust and familiarity with an apartment community they've already established an interest in. Remarketing ads only appear to Internet users after they've visited and taken action on an apartment community's website. They are associated with Google's Display Network. They include photo banners, videos, and other visual elements in ads that appear on millions of other websites beyond the SERP.
But the first place to start, especially for those newer to the Google Ads game, is to run defensive ads.
Are there other features in Google Ads that apartment marketers can use to help their ads stand out?
There are! All ads use the same basic ad design template. Still, within that template, there is room for customization, primarily thanks to a feature called ad extensions.
Ad extensions are additional features that can be attached to an ad that allow you to bring in more information or graphic components to the ad. Extensions can let you do a variety of things:
- Add online review information.
- Add location information.
- Add a phone number. (On mobile devices, it will function as a push-to-call button that allows Google users to call your leasing office directly from the search result page.)
- Add additional links to pages on your site, such as the floorplans pages, amenities page, or contact page.
Google recently added image extensions to ads, which is even more beneficial to apartment marketers for highlighting their communities' exteriors, units, and amenities. A client's Google Ads conversions increased by 105% after we added image extensions to their ads.
Pro tip: extensions also function as a tie-breaker in the event of a tie on AdRank. In that case, if one ad uses extensions and one does not, the one that uses extensions will likely be placed higher.
Conclusion: Should apartment marketers use Google Ads? Yes!
While Google Ads are very effective, it's a tricky question to answer in a general sense. Communities with extremely tight marketing budgets still need to get things like a community website or high-quality photo and video content and may need to prioritize other things before jumping into Google Ads.
Also, Section 8 communities that are consistently at 100% occupancy and some Class C properties need minimal marketing. Google Ads may be optional for those communities.
That said, for most conventional multifamily properties, and indeed, for every luxury community, Google Ads makes a ton of sense. There isn't another advertising source that combines the precision and affordability of Google Ads.
Continued reading on digital advertising for apartments
- Our complete guide to digital apartment ads is a great place to start if you're looking to incorporate Google Ads, Meta, or other channels to your multifamily marketing plan.
- Take the next step in your digital advertising journey and learn more about multifamily marketing metrics that help you measure the performance of your digital ad campaigns.
- Seem like a lot? Yeah, it is. That's why we created Predictive Advertising. The most effective Digital Advertising Solution for Multifamily. If you're looking for an easy-to-implement, smart advertising solution for your communities, you've come to the right place.