Since its inception in the early 2000s, pay per click (PPC) advertising has grown to be a staple of every major brands’ digital marketing strategy. Paid and organic search traffic have become equally important, and the flexibility offered by paid search results, as opposed to having Google choose your result for you makes them a powerful tool to any advertiser.

What are the seven reasons commercial real estate companies should invest in paid advertising?

1. Branding

Want to get your name out there fast? How about putting it on the platform that sees 3.5 billion queries per day? While PPC is a brilliant tactic for increasing direct response, it’s sometimes overlooked by commercial real estate companies as a tool for branding. But there are no two ways about it, having your name at the top of Google search results builds familiarity and trust with your brand.

2. Getting off the ground quickly

You are conscious of your budget and time so you need to start generating interest and driving sales now. That means the flexibility and immediacy of digital marketing are of use to you. Quality paid search campaigns can be researched, planned, and built in a matter of days, and they go live immediately. As long as you do everything right, you can start seeing results from day one and they’ll be easy to measure.

3. Digital media is cost efficient

Sure, Google charges a premium for ads on its platform, but it also rewards commercial real estate companies who build smart, targeted campaigns and ads meaning you can invest into ad spend knowing you’re paying for results, rather than projections or print costs. Google’s model works. That’s why well over 1 million advertisers use it. And it gets the job done without the guessing games and inevitable waste of tactics like direct mail or advertising in print media. As an owner, you need to be lean and effective before anything else, which is why PPC should be an immediate go-to.

4. It’s measurable

This is far and away one of the most important benefits of digital marketing in general, but it’s especially true of paid search. The data available in Google AdWords – especially if you link it with Google Webmaster Tools and Analytics – is invaluable, and it can tell you everything from the moment when a customer clicked on your ad to how long they spent on the product page before purchasing. More data means better and more efficient advertising, and it means you can adapt quickly as you learn more about your customers. Some kinds of data such as the keyword searches performed to find your site are only available via AdWords, and that data can be of importance later. The sooner you start showing ads, the sooner you can find out what’s effective, iterate and optimize.

5. It can tell you amazing things about your website

One of the little utilized benefits of PPC is that it can reveal a lot, very quickly, about how your customers respond to various user experiences. By A/B testing landing pages with different variables say, long-form vs. short-form sales copy or different sized purchase buttons, you can easily find out what works and what doesn’t. This can and should inform your site’s web design, whether you keep that just to your PPC landing pages or not. The primary pages on your site probably shouldn’t be identical to the conversion centered pages showing up for very specific ads, you can still use these as general guidelines for how to help define your site wide user experience.

6. Your competitors are doing it

Try typing a few of your most valuable keyword phrases into Google. Does an ad show up? Chances are good the answer is yes, and if so, and it’s not yours, you’re already behind. If not, that means there is easy traffic to be had right from the top of Google search, and you’re not capitalizing on it. If you’re seeing somebody else’s name there, that’s valuable real estate you can and should be controlling and most times there’s a whole lot of opportunity to do it better.

7. It provides the ability to change messaging in real time

One of the best things about paid search is the ability to create messaging that is targeted, with a call to action (CTA) and then can be changed quickly and easily. Paid search tools like ad customizers refine this process and can be made more automated, and in real-time. The usage of site links and extensions can also enhance your ads to provide additional links and information to consumers.

Duke Long

Duke LongDuke Long is a twenty-year veteran of commercial real estate. He is the broker/owner of The Duke Long Agency. He is also known for writing his strong opinions about all things CRE at www.dukelong.com. He has delivered numerous presentations and discussions about online CRE tech, marketing, data, and digital media. Indiana University allowed him to study real estate and the United States Air Force discharged him honorably.