Your site looks decent. Can you share details on your click through rates? How many people visited your page?
That said, I think there is a weird problem going on. If I am a tenet, this site is useless to me ... unless my apartment community is registered already. If I were you, the first step would be to focus primarily on apartment management. The website is geared towards apartment tenets (on a quick look). For example, instead of boasting that tenants can file complaints (not fun for management), try to stress how management would benefit (instant way to communicate with your residents). My current apartment has a site that lets us pay our rent. Previous apartment had a site for getting notifications about packages. We never used that feature and both websites are pretty dull. I think your site looks much prettier than those! Best of luck!
Those are terrible, terrible metrics. The first question I'd be asking myself if, "With these numbers, why did we let the test keep going so long (3000 clicks)?" It seems like it would've been clear about 1000 impressions that your CTR was awful. That's a huge indicator that something is amiss.
These are the kind of numbers that imply that "the keywords that your ad was actually shown for" were not in line with "the keywords you thought your ad would get shown for".
Have you looked at the keywords that actually triggered your ad?
I'm learning about AdWords myself (I just started reading Brad Geddes' book Advanced Google Adwords). Is part of the problem that his max bid per click too high? If you can suggest a site/resources to learn more on what constitute good/bad Adword metrics, that would be most helpful to me (and hopefully the parent poster as well).
"Is part of the problem that his max bid per click too high?"
That's not my guess. My thinking is that he's using broad match keywords and they are getting auto-expanded by google into search terms that he doesn't realize he's bidding on.
Let's say, for example, that you bid $5 per click on "condos new york" as a broad match. Google might show your ad for "apartments manhattan" because they are, in Google's algorithm, "close enough". That will lead to two things:
1) A super low CTR (of course people who are searching for apartments in Manhattan aren't clicking ads for New York Condos)
2) The yahoos that do actually click the ad are just more of the "Hmmm... let me tire kick" variety.
Well, most important at this stage isn't just the CTR by itself; it's more along the lines of "What were the keywords that actually triggered my ad, and of those keywords, what percentage actually clicked my ad?" My guess is you're wildly off the mark in terms of your keyword selection/filter4545454545454545454545454545454545454545454545454545454545
1 (cat attack!).
Adwords expands broad match keywords to the point of unprofitability IME. You have to find out what people are actually searching for that trigger your ad.
That said, I think there is a weird problem going on. If I am a tenet, this site is useless to me ... unless my apartment community is registered already. If I were you, the first step would be to focus primarily on apartment management. The website is geared towards apartment tenets (on a quick look). For example, instead of boasting that tenants can file complaints (not fun for management), try to stress how management would benefit (instant way to communicate with your residents). My current apartment has a site that lets us pay our rent. Previous apartment had a site for getting notifications about packages. We never used that feature and both websites are pretty dull. I think your site looks much prettier than those! Best of luck!