Google Ads is a burgeoning marketing method, and is dominating the advertising budgets of many large corporations. 

Google Ads, also known as Search Engine Marketing or Pay Per Click advertising, consists of two main types of ads: Search Ads and Display Ads.

Search Ads allow advertisers to place a bid to appear as one of the top search results for any given keyword. Advertisers can use a multitude of settings and calibrations to find the exact right person at the exact right moment when they are ready to buy.

Display Ads (sometimes known as banner ads) allow advertisers to show graphic ads on millions of different websites and apps. The number of options of groups to target with these ads make them especially powerful for growing brand awareness. 

But is Google Ads the right choice to promote your Build to Rent (BTR) scheme? 

 

More Expensive Than Other Methods

Google Ads make it easy to spend your marketing dollars fast if they're not set up properly. Most Google Ad campaigns are Pay Per Click, meaning you don't pay Google unless someone clicks directly on one of your ads and lands on your website. Working with too broad of a reach or failing to keep up with your keyword and negative keyword lists can lead you to pay for erroneous clicks that won't lead to conversions. 

While search campaigns are great for generating website traffic, the cost of each click can vary depending on industry and location. Portal advertising, email marketing and large property signage tend to be more cost-effective strategies and should be exhausted before starting a Google Ads campaign. 

 

Keywords Make The Campaign

The keywords you choose to target with your Search campaign are the basis of your success or failure. While you may think "Rent in Chelsea" is a fantastic keyword string for your BTR building in Chelsea, consider the intent of the searcher. If they're actually looking for a barebones basement flat, and click your ad before discovering that it isn't what they're interested in, your ad spend is wasted! 

When conducting Search campaigns, it's important to focus on "long-tail" keywords. When someone is interested in something specific, they enter it into Google. In this example, you may want to target keywords like "1 bedroom build to rent apartment downtown chelsea" or "luxury high-rise apartment chelsea."  These terms correspond better with your product, and you know someone typing those in will be very interested in your BTR community.

 

Grow Awareness of Your Lease Up

The visual nature of Display Ad campaigns allow you to grow the awareness of your BTR scheme when you need to fill hundreds of units in a small time frame. If your branding is strong and appealing, this can help fill your units quickly. 

The targeting options of Search Ads allow you to identify your renter persona and target them specifically. Whether it's "East London males aged 30-50 who make $100,000/year", or "People who are interested in Real Estate in London", or even "People who are demographically similar to those that have already visited my website", you can specify your ads to that group. 

 

Use Your Ads To Educate

Incorporating an education element into both your Search and Display Ad campaigns can drive leads by showing value to your audience. Tell them what is different about your building, or why the BTR scheme makes sense for them. This will encourage them to head directly to your website, rather than through deviating to a portal or to another owner's listing.  

 

Google Ads for Build to Rent

Using a Google Ads Search campaign will be helpful for amplifying your website traffic in a short time, but it won't be enough to market your community if you don't have a proper website and aren't making efficient use of other marketing channels. Likewise, a Display Ad campaign can create brand awareness for vast, targeted audiences, but independently, these campaigns lack the power to drive the conversions you'll need to fill your units.