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Zillow Showcase Ads - Are They Effective?
In case you aren’t familiar with Zillow Showcase Ads, they are ZIP-code targeted ads that can be updated at any time. Showcase Ads are very effective for agent advertising.
Zillow makes money by selling ads on the site. But, to be a successful media company, they need to make sure their customers are realizing success with their ads.
It is important to look at what the best-performing ads look like, and the lowest performing, because ad content is crucial to performance.
 
Actually, these findings can apply broadly to any advertising campaign, not just those on Zillow!
LISTING ADS PERFORM A LOT BETTER (in terms of “click-throughs”) THAN AGENT HEAD SHOT ADS.
Observations from the Top 50 ads on Zillow:
100% were ads for listings 45 of 50 ads were an exterior home shot, 3 were interior, 2 were aerials 42 of the ads mentioned a specific area (neighborhood, city or addres) 8 central messages revolved around Short Sale, Foreclosure or price reduction 2 were Open House ads 0 photos were renderings (illustrations), all were actual photos 0 ads promoted a specific person, business or brand 22 of the ads had a specific price visible 7 had a phone number ... more

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