And Now: Part 3 – Creating a good text ad.
Remember that a text ad on AdWords looks like this:
You get a 25 character headline, two 35 character lines to describe your service or product, and a 35 character display URL. Go watch the editorial guidelines tutorial on the AdWords learning center – I’m not going to rehash that here. The video is quick and simple enough.
Be Concise, Be Descriptive, and Be Interesting
A 70 character description – that’s not a whole lot of space to make your pitch. Think about it. That’s only half a tweet. You’ve got to be concise. Whatever you’re pitching, you’ve got to be able to explain it and make me want it in 70 characters or less. You’ll probably also be describing some kind of action so that the user knows what they’ll be getting when they click on the ad. Think verbs: get, learn, search, find, see, earn, know, click, download, print, tour, save, map. And of course, whatever action that user can take, you’ll need to have some clear benefit, your unique angle that will make your ad stand out, where the user would be genuinely intrigued and desirous of what you’ve got, and would want click on your ad.
Can You Be Better Than What’s Out There Now?
I never said it’d be easy. It’s a process of trial and error, to see what words and descriptions work best in your market and with your site. You’ve got to have something that’s interesting, that is clear, and that’s better than your competitor’s ads. Let’s look at some examples. I’ve blacked out the display URLs to protect the, ah, innocent.
Really look at those ads. I can find 1000’s of beautiful homes – they must filter out the ugly ones – I can see Tucson homes, there’s area listings with no obligation (did you feel obligated?), a free MLS search. One is going to show me 5000 listings when there are closer to 10,000 on the market in this area. There’s another free MLS search but this one is fancy – see, it includes ONLINE home listings. And one guy says I can have instant access to all Tucson homes (I want to exclude my home from that list, please) but gives me a toll free number to call. Am I on the phone or am I online?
You see what I’m getting at here? Is there anything here you want to click on?
My personal favorite, and one that had potential, in my opinion: Look at the "Thoroughly Modern Tucson" one. Except I’m urged to call her, and when I clicked on the ad, it took me to a page that didn’t exist. Still cost her some money though when I clicked on it. And I clicked on it a couple times, just to really make sure it didn’t work.
Do It Right Or Don’t Do It
If you’re not going to make a real offer, if you don’t have a unique benefit, if you’re not special in any way or you can’t express that in 70 characters, then don’t play, you’ll be wasting your money.
Spend some time crafting a good ad. Can you think of a better offer, of something cool you can have on your website, something that people would enjoy and would grab attention? Use your imagination, check your competition, make several variations and try ’em all, see what users like to click on and what they avoid.
“House has spark” – burning up the MLS with typos and other bloopers
The year is starting a march toward its natural ending, friends…and it seems a few real estate careers may be also. This week I found some real head-scratchers in local real estate ads and the MLS. However, I get submissions from all over the U.S., so no one is safe from the eyes of the Blooper Scooper. Check out these blunders:
Do You Smell Smoke?
“House has spark” (Apparently your real estate career isn’t the only thing going up in smoke.)
“Big pep area in kitchen” (Is that the cookie jar where Mommy Dearest stashes her uppers?)
“Dull Viking ovens” (Methinks there’s something in the cookie jar that will perk up those dull Vikings.)
“Large greenhose in back” (Large, naked Jolly Green Giant in yard.)
“Mush added to this house” (Was that the overflow from between your ears?)
I Think I See Flames
“Beautifully remolded guest” (Another cosmetically-altered Barbie hits the Hollywood party circuit.)
“Enjoy a drink poolslide” ( Hell, if the pool is sliding, I’ll need a whole pint of Jack.)
“Each bedroom has own bedrooom” (Hello-o-o, Alice, how are things down there in the rabbit hole?)
“Separate pod to build GH” (That should please my pea-sized buyers.)
“Play room for the kiss” (Something tells me this is the back seat of a ’67 Chevy.)
“Ideal for gusts” (That’s great…if you want to live in a wind sock.)
“Impaccably detailed” (Incredibly challenged)
“Stylish pewder room” (Try burning a match.)
“Stone pillars flake driveway” (Flakey agent got stoned in driveway.)
Nothing But Embers (This Week’s Fave):
“From a bygone error” (You have just written your own epitaph.)
“New bd pans inc” – Making a Splash on the MLS
I have two things to say this week: 1. When you drink, you can’t think. 2. When you drink you can’t- … uh, what was I saying? Oh, yes – the MLS. It was so full of bloopers this week that I am led to conclude that happy hour started Monday and never stopped. Read these and tell me if it is any wonder I was driven to throw back a few martinis myself:
Booze ‘N’ Fools
“Free membership to gin inc” (It seems someone else beat us to it, Martini Mary.)
“Grab now use imagination” (That’s what Arnold said to his housekeeper.)
“House has new edition” (Agent lacks erudition.)
“Babblying broke runs in back” (Bumbling buffoon runs amuck.)
“Drop by for cocktail ho” (Oh, is the Sunset Strip for sale?)
Puff ‘N’ Stuff
“Near Sacramento airpot” (I believe his name is Jerry Brown.)
“Claw me for selling” (I’m too busy clawing my eyes out over your spelling.)
“Reduction on mid-century ner Holywod” (Another mid-sixties porn star is looking for work.)
“We can sake your home” (Can I get fried rice with my sake?)
Proof or Goof
“Nice streem” (Said Grandma to Grandpa after his diaper exploded.)
“Nice for dog kids” (Uh, they’re called ‘puppies,” pal.)
“New bd pans included” (Thank you, Nurse Nancy – can you warm those first?)
“Good stable in neighborhood.” (Have you contacted Mary and Joseph?)
“Drawing for plasma” (Is this a blood-bank?)
And This Week’s Winner Is:
“Good school in areola” (Thanks for keeping me abreast of things.)
PROOF OR GOOF, FRIENDS – I’M WATCHING EWE 🙂
My secret office organization tip – Sharpies and tape
If you’re still practicing to be OCD, here is a secret I don’t typically share with anyone, but I’m willing to share with you today…
I used to be obsessed with the P-touch machine. I labeled everything. Drawers, shelves, folders, canisters, and anything that I could think of putting a label on.
But the label makers weren’t as pretty as my own handwriting and didn’t come in every color a Sharpie does, so I got the brilliant idea one day to write in light blue sharpie in my beautiful handwriting on clear tape, placed neatly on the shelves in the pantry. Visitors thought I had written on the cabinets, “what if you have to move things?” they asked. “It’s just tape, look!” I said as if I was performing a complicated magic trick.
Not just shelves!
It’s great to use this tip on files and folders so you can reuse them (especially if you have custom files or designer files), on drawers at the bottom of each section where pens and tape goes, and especially in the break room.
No more label maker, no more refill cartridges and no more mess, especially someone else’s mess! Trust me, this is an OCD person’s dream organizing tip!
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