Ever wondered how we create personalized ad budget recommendations for your property? It's not just a guessing game – we use a data-driven approach to make sure you get the most bang for your buck (and get qualified traffic that’s most likely to sign leases).
Here's a peek behind the curtain to learn how we make your budgets work for you:
Website Traffic: Think of your website as your online leasing office. We analyze monthly visitor traffic throughout the school year (September to August) using Google Analytics. This helps us understand your overall online reach and identify any other significant traffic sources we should consider. Our goal is to make sure your website ranks at the top of the search results.
Leasing Velocity: By tracking leasing velocity, we can pinpoint which months are most crucial for advertising and how much traffic we need to generate to hit your leasing goals.
Ad Clicks & Spend: We delve into paid advertising metrics by looking at the total clicks and overall spend across all your ad campaigns (Meta Ads and Google Ads). This information helps us understand what's working and where to optimize your ad spend.
We analyze your past advertising performance, including clicks, spend and average cost-per-click, to understand your historical baseline. We then factor in projected market changes, such as increased traffic needs and potential cost fluctuations to create a comprehensive picture. This allows us to estimate the total clicks you’ll need and how much it might cost to achieve your goals in the current market climate.
We analyze data to project total ad spend and identify the best channels and timeframes. This forms the basis for our client's budget recommendation, including a clear total and allocation breakdown.
2023-2024 Recommendation for 505 on Walnut
Budget | Estimated Traffic | |
|---|---|---|
October | $1,250 | 2,823 |
November | $1,250 | 2,823 |
December | $1,100 | 2,823 |
January | $1,100 | 2,497 |
February | $1,100 | 2,497 |
March | $1,000 | 2,253 |
April | $1,000 | 2,253 |
May | $1,000 | 2,253 |
June | $1,000 | 2,253 |
July | $1,000 | 2,253 |
August | $1,000 | 2,253 |
Budget Breakdown
Facebook Ads | Google Ads | |
October | $400 | $850 |
November | $400 | $850 |
December | $400 | $850 |
January | $400 | $700 |
February | $400 | $700 |
March | $300 | $700 |
April | $300 | $700 |
May | $300 | $700 |
June | $300 | $700 |
July | $300 | $700 |
August | $300 | $700 |
This table breaks down all research conducted by our paid team for Facebook and Google campaigns and serves as an example of our budget recommendations.
Putting It All Together
We use each piece of available data to estimate the necessary budget and projected traffic based on your historical performance. For new clients, we will use trending data and market projections.
By strategically adjusting advertising spend to coincide with leasing peaks and valleys, we can help your community remain top-of-mind throughout the student housing decision-making process for your target audience. This data-driven approach maximizes your advertising budget's impact during high-traffic search periods, leading to optimal leasing results.
Are you looking to leverage your annual budgets this year? Set up a call with us to learn how Social Kapture can help you reach your marketing goals.