1. Relevancy is King!
When it comes to Google, relevancy is king! And remember, what may seem relevant to you only counts if it is relevant to your audience as well. What are the benefits of writing relevant ad copy within the “Googlesphere”? They include, but aren’t limited to:
- Higher quality scores.
- Higher click through rates.
- Lower cost per click.
Still, whether you’re creating Google ads or your next print advertisement, relevant ads attract more qualified leads. When your ad tells a potential customer exactly what to expect from your business there is a higher chance you will (1) convert those potential customers into new leads, and (2) avoid confusion.
2. Location, Location, Location.
We have the ability to get location specific when writing really any type of ad, digital or print. Even if you have a national presence, location specific ads have the potential to let your potential customers know who you are in a way that is more specific to them.
The ads which specify you work right around the corner, or in the specific area make it more possible for them to imagine you helping them find a home. In other words, the more localized you are the better.
3. Vital Landing Page Details
For digital ads, landing pages are equally as important as your ad text. If your ad specifies a certain property type and location, then leads to a page with results from the entire MLS, customers are more likely to bounce from your website to another with more immediate and specific results.
For example, an ad speaking on the subject of Single Family Homes in Phoenix, Arizona should lead to a landing page with listings in Phoenix. The ability to incorporate landing pages and advanced searches can be found on your customized personal websites.
Make it easy for your audience to convert by eliminating any roadblocks that may prevent them from finding exactly what they are looking for. This helps you out and it helps your potential customers find the fast track to choosing your business.
4. Include a Clear Call-to-Action
What do you want people to do when they see your ad? Hopefully, you immediately thought: “Click on it!”
But go one step further. What happens after the first click? And why are they clicking on it at all? In order to make each “click” lead your online traffic in the direction of a decision, you need to have a clear call-to-action (CTA) followed by the value you promise in the CTA.
Consider the following questions as examples of what you should review before creating your CTA:
- What actions are you asking viewers to take?
- More importantly, what action do you want them to take?
- Are you looking to generate phone calls? Online registrations? Newsletter signups?
- Or are you simply looking to get your name out there?
Including a clear call-to-action so your audience knows what to expect from you is an easy strategy to help generate more qualified customers.
As the old adage goes, a picture is worth a thousand words. It is important to customize your ad images to align with your goals. For example, if the goal of your ad is to create awareness about your business, then this is the time to break out the head shots and logos.
However, if driving leads is your top priority, then photos of properties for sale are the recommended choice.
6. Use Your “Real Estate” on the Results Page
News Update! With the initial rollout of Google’s expanded text ads late this summer, advertisers now have the opportunity to include more information in their ads (all advertisers are scheduled to be upgraded by January 2017).
What does this mean? Increased character limits translates into ads having the ability to be more descriptive and take up more valuable space on the search engine results page. This feature will leave advertisers with more control over what they want to communicate to the people who are actively looking for them.
7. Think About Your Audience
Put yourself in the shoes of your target audience. Who are you trying to reach and what are they looking for?
One common ad creation situation comes into play with first-time homebuyers and newlyweds. Small changes to an ad can help tailor a message directly to your audience, like the one below:
First-Time Homebuyers & Newlyweds Example Ad Text:
“Let us help you say I DO to your new home!”
Small changes like the example above can help set you apart from the competition and work to further qualify your leads.
8. Create Device Specific Messaging
In a mobile first world, reaching customers who are on the go is more important than ever. You have to consider that mobile users are often conducting searches on their mobile devices that have a different intent from those sitting at home browsing on a desktop computer.
And in turn, your messaging should align with these differences. And Google makes this part much easier for you with ads specifically targeted to mobile devices. Take advantage of this feature to reach your online users more often in the format they prefer. It will only work to your benefit!