VRS368 - How to Win With Paid Advertising with Conrad O’Connell

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Our property management company has been in business for 17 years and we’ve dabbled with paid ads over time.  Over the years we’ve built up a solid reputation and through the development of content, we regularly hit Page 1 of Google for our keywords.  In other words, we do well on organic search, even for some of the high ranking keywords.

We launched a new website this year and have been building a ton of location-specific content, so I wanted to find out how best to run ads to capitalize on the work we’ve done.

Conrad O’Connell is the founder of Build up Bookings, and has a strong reputation in the industry as a digital marketing specialist.  He’s shared his thoughts before on the podcast – the last time was a couple of years ago - so it was time to catch up, find out what’s new and what we have to do today to win in this highly competitive and potentially expensive area.

Conrad explains:

  • What paid advertising actually means
  • Why it is important to know what you want to accomplish
  • The reason Google Ads may not be the best direction for an independent owner to take – and when they should give it a try.
  • What keywords to target
  • The do-it-yourself route vs hiring a digital marketing specialist
  • The importance of getting Google Analytics installed and configured
  • Why you need to share the uniqueness of your properties
  • What a branded campaign is and why it’s useful

Links to sites mentioned:

Ahrefs Keyword Explorer

Ubersuggest – Free Keyword Tool

Build Up Bookings

VRS130 – Paid Advertising with Conrad O’Connell

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