Generate Clicks with Your Ad Copy

 

Generate Clicks with Your Ad Copy
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Few agents think from the customer’s perspective when creating ads. Because there are so many ads on each page, you must appeal to consumers’ needs within seconds using tactics that are proven to get clicks. Your copy should engage both a consumer’s logic and emotions to get them to take action. Use these tips to make your ad copy have both logical and emotional appeal:

Logical

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• Answer the Inquiry & Provide a Benefit: Remember your ad is a response to a search query, so it should clearly convey a solution to the searcher’s “problem.” This starts with rephrasing the targeted keyword phrase and then offering details that provide a benefit to solve their query (e.g. If someone searches for “non-slip shoes,” the ad should focus on non-slip tested soles, the #1 brand used by waiters, etc.).
• Be specific: Advertising copy isn’t necessarily the place to please all audiences. You should target multiple ads to different audiences and focus copy on what would appeal to each audience most. Hone in on unique features (e.g. “Coastline view”) that would make a consumer curious, rather than a generic listing for “[CITY] Homes for Sale.” This will ensure you’re attracting the most targeted, qualified leads.

Emotional
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• Intrigue Your Readers with Descriptive Copy: Capture attention with descriptive copy. The words and phrases you use should be alluring, aspirational, relatable, and not alienating or used in every other ad. Also, you should use action verbs and bold language to get users’ attention. Note some guidelines for popular real estate advertising words:

Positive: beautiful, move-in ready, spacious, turn-key, remodeled, master bathroom, etc. are top performers. Try playing around with these examples.
Overused: Stunning, designer, updated, gourmet kitchen, and more tend to be overdone.
Negative: Cozy, charming, needs paint, must sell, motivated seller, potential, and others should be avoided.

• Offer Exclusivity: Tell users they’ve come upon the best deal, or that they’ve found the most savvy agent in the area.
• Build Urgency: Give viewers the feeling that if they don’t click on your ad, they’ll miss out on an important deal or a great agent.