Recent studies have confirmed what we have been predicting for some time now; people expect locally relevant information in their search results. This hardly comes as a surprise to many in the multifamily housing industry, who have noticed an increase in the number of people using map listings to find their community. But how can you use this to help you reach your goal of maximum occupancy? The answer is simple: Optimize your PPC ads for local search.
Adwords allows you to target ads to customers in a variety of ways. These include specific keywords, if they have been to your site before, and even down to specific cities and zip codes. This means that you can show your ads to a much more qualified group of people, who are more likely to come in and sign a lease.
A recent study conducted by Google found that four in five users wanted search ads to cater to their location. What’s more, the majority of those involved in the study mentioned using click-to-call buttons and links to driving directions specifically. These are important because they help consumers find what they are looking for in the fastest possible way. I know I’ve rephrased a search or two in order to get a listing with a click-to-call button. What, you expect me to search for a business, remember all ten digits of the phone number, THEN open the keypad to punch them in manually?! That sounds like way too much work.
Despite the risks associated with using a mobile device while behind the wheel, many people use their phones to help them find their way as they drive around. Click to call buttons and links to driving directions simplify the process of finding your community for people who are on the move. Adding these features to your PPC ads makes the ads themselves more relevant to potential residents, and therefore increases the likelihood of leading to a conversion.
As with all things SEO/SEM, this is no silver bullet. Adding a click-to-call button to your PPC ads isn’t going to replace your entire search marketing strategy. It should, however, be seen as one of many tools to make your ads as useful as possible for the consumer. After all, that’s what we should be aiming for in the first place.