How To Target Homeowners in Google Ads
Google Ads is always integrating new data into their platform. Making it easier for advertisers to leverage their tools in powerful ways. Google Ads now allows users the ability to create audiences. These audiences, based on Google’s Algorithm, can be used to target users based on a number of things. Such as:
- Parental Status
- Marital Status
- Homeownership Status
- Various In-Market Audiences
- People who have visited your website (Re-marketing)
Google’s Homeownership Status Audience Selection
From here, you’ll be able to target two types of status’. One for homeowners and another for renters. Based on market research, you can figure out how to utilize each data point to specify the client you want your ads delivered to.
Utilizing Google Ads for Realtors
Realtors can find create ads specific for first-time home buyers. You can do this by creating a landing page that specifically targets first-time home buyers, and creating text ads that will be consistent with that messaging. In order to target the right audience, you can filter your ads to target audiences who are searching to fill those criteria. For example, we can determine that renters, who are married, between the ages of 30-45 are more likely to be in a position to purchase their first home in San Diego, California. By utilizing different demographic and interest based selections, we can directly have your ads displayed to your ideal client
Google Ads for Mortgage Brokers
The same can be true for mortgage brokers. However, based on products the broker is selling, they can target different users. Such as, homeowners in their 40s-50s who are looking to tap into their properties through a second home mortgage. Since this is the goal of your campaign, you can have the landing page and the ad speak specifically to that specific purpose. For example, it can targets parents who are looking to help pay for their children’s college tuition (So add Parental Status in the audience). Another example would be of homeowners looking to remodel their home. This is how you get more motivated leads, when the ad feels like it was made for them.
If you’re in the real estate industry and you’re looking to spend your dollars more effectively, give us an opportunity.
Helping Filipino Business Owners
Marketing Solutions for Filipino Owned Businesses
Tigon Marketing is a San Diego based company, in California, owned by a Filipino American.
My name is Matthew and I was born in Philippines. I came to San Diego, California at a very young age. I excelled at Math and Science, but instead of going the traditional route of Medicine or Engineering, I wanted to venture into something different, something more genuine. I realized, I love to write, I love to create, and integrating both my creative brain and my analytical brain, I quickly changed majors from accounting to marketing in college.
Starting my career right after the great recession, I was filled with a lot of doubt. Was this the right career choice? Opportunities were sparse and seemed to go with those with more experience, but instead of letting the market dictate what type of work was available, I decided to create work for myself. So I reached out to companies, asking them if I could help manage their Facebook strategy and help them with marketing. I quickly learned, that direct marketing, public relations and email marketing were very powerful tools.
People were still apprehensive about making purchases online. We weren’t able to quantify social metrics, and it was still the wild west in digital marketing. I worked with many companies, many of which were afraid to participate in online advertising. But those fears quickly dissipated as real results and proven ROI was shown. After managing a multi-million dollar health care company, I entered the agency world and learned what companies were looking for. In a few years, I found myself working at four different agencies, and I noticed the disparity between marketing that comes from working in-house and what agencies do for companies.
I soon realized, a marketing agency is just a company that has a vision of how marketing should work. Some company’s believe that marketing lives and dies with their website, some believe it’s all about advertising, others believe it’s the brand you build. I believe that marketing is more than just one discipline, and that incorporating proven direct marketing and public relation strategies help enhance digital strategies in a very real and impactful way. So after growing many small businesses into multi-million dollar companies through marketing in-house, I decided I can duplicate what I’ve done for several companies, to many more who are looking to really grow their businesses and dominate their local markets.
If you are looking to build your brand, expand your digital marketing, and kill it in your local market, Tigon Marketing can help you!
How To Track Conversions for Facebook Ads
The Facebook pixel is great! However, there are big flaws with tracking conversions. Since Facebook Advertising isn’t as mature as Google, their tracking analytics reflect that. Therefore, how do marketers track conversions on Facebook Ads? Simple, use Google Analytics and set Goals!
Do you have a Google Analytics Account? Is your website properly linked to your GA account? If not, then go to analytics.google.com and create an account. Then get the tracking code and add it to your website’s global header.
Once you install Google Analytics, you’ll be ready to set up Goals within Google Analytics.
Setting up Goals in Google Analytics
This part gets a little tricky, and depending on how your web forms work, or what you want to track as a conversion this will get complicated. However, here are a few things that you may want to consider as a conversion.
- Form Submissions (If you have multiple forms, track each one separately so you know which forms are converting and which ones are not)
- Phone Calls (You can only do this if you are utilizing callrail, marchex, or some other call tracking solution)
- Directions To Your Business
Tracking Facebook Ads using UTMs
A UTM code is a simple code that you can attach to a custom URL in order to track a source, medium, and campaign name. This enables Google Analytics to tell you where searchers came from as well as what campaign directed them to you.
This is powerful because Google Analytics doesn’t differentiate clicks from Facebook Ads from general Facebook posts or your Business Page. So you’ll want to use these UTMs in your ads, instead of using direct links to your website.
Facebook Conversion Reporting
So now that you have Google Analytics on your website, goals created in your account, and are using UTMs for your ads, you will be able to see all conversions coming through your Facebook campaigns.
Event Planning and Posting
Sharing Events on Google
Did you know that you can now share your business or fundraising events with Google? If you type in your search browser, “Events Near Me,” you’ll now get a brand new result that includes all the events happening near you.
This is how it looks:
How To Add Events In Google
Google doesn’t make it as easy as opening up a form and submitting your event details. Instead, they want you to have an events page, where you use schema markup to let Google know you’re having an event. You can find the information on Google here or you can go directly to schema.org.