In the last few posts, we discussed how to get started with your Google AdWords campaign to help boost your real estate business by choosing the right keywords. The next important step is to ensure that anyone who sees your PPC, or pay per click, ads will want to click on the ad.
Having the right copy and call to action eliminates a lot of issues that you may encounter with your Google PPC campaign. On the front end, the right copy let’s them know what you are about and what you have to offer. On the back end, it leads them to your desired landing page to seamlessly take them to the final action you want them to take. Known as converting your leads, these actions can be calling your number, emailing you or picking up the phone.
Answer Their Query
The keywords you chose are a pretty good place to start developing your campaign. After all, you landed on the search page for those keywords for a reason, right?
Let’s say, for example, that you bid on the keywords in Google AdWords relating to “Houston home values”. What would have led someone to type those keywords into Google in the first place? Probably to know or compare their own property’s value to the information they hope to find in their search results.
This is your chance to let these people know that you have that information. Copy such as “Know the Value of Your Home” and “Get your free report now” are succinct yet effective in answering a searcher’s real query about home values in Houston.
Understand Their Motivation
On another level, you might come to find that many people searching for one thing may want to know more information about something else. For example, if someone is looking into taking care of an elderly parent and performs a search using keywords related to that query, then perhaps they will need to consider selling mom or dad’s house.
Finding motivations is a good way to get on the search pages of seemingly unrelated but still relevant keywords. These keywords may also yield higher search volumes but lower bids – always a good thing.
As such, formulate your copy to reflect that initial motivation then the potential secondary motivation. For example, “Help Mom [or Dad] Sell Their House” then “We can help you take the next steps toward taking care of your aging mom or dad. Call us at xxx-xxx-xxxx to make the process easier.”
Perfecting Your Google AdWords PPC Ad Copy
Don’t beat yourself up if you don’t get it right the first time. One of the helpful aspects of Google AdWords campaigns is the ability to modify a campaign after careful monitoring to make it better.
This is absolutely important to do with your ad copy. You might see that your keywords are fine but that once people click, they don’t convert. It could be your ad copy.
Take a look at what other real estate agents in other cities are doing for the same types of ads. You might find that you just need to reorder concepts, make your call to action more exciting or completely overhaul the ad.
Fortunately, you don’t have to find and curate the perfect image to go along with your PPC campaign, but that is why your ad copy is all the more important. As with any marketing campaign in real estate, be sure to test your ads to ensure that they are working (next post!).