We’ve had the privilege of serving over a billion ad impressions on behalf of over 40,000 real estate agents. And in that time, we’ve been asked over and over again: what are the best practices for these ads?
So here’s a list of our top suggestions of what you should and should not do with digital ads…. Plus a couple ideas you might want to try, whether you use Adwerx or not!
DO include a call to action.
Your prospects need to be told what to do. Even if it’s as simple as “Click here.” But here are some even better calls-to-action:
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DON’T put your email or web site on your ad
It’s tempting to think of your digital ad like a business card, but it’s so much more. Use your ad for an attention-grabbing headline and a reason to click. Your contact information should be on your landing page. Make it easy to find and easy to interact with.
DO include a photo.
We live in a digital world, but you’re a professional that still works face to face. This ad might be the first time your client is “meeting” you, so a photo helps that relationship form.
DON’T use a selfie.
Yes, iPhone cameras are amazing. But that doesn’t mean you should use it for your brand. Don’t stand in the bathroom mirror, don’t use a photo from your last vacation and please don’t use a selfie stick!
DO customize your message to your ultimate client.
Who are you looking to work with? Reach out to those people with words and images that reflect who they are and what they need. Help your ideal clients recognize themselves in your ad!
DON’T use generic text.
We have placeholder text on every Adwerx ad. And even though it’s perfectly fine, it’s not the right text for you. Because you didn’t write it! Give some thought to what your message is. You’re not like everyone else-- your ad shouldn’t be either.
DO test different messages
Mix up your marketing message every quarter or so. Perhaps make it seasonal. Change up your focus. See what resonates with your audience. But make sure your landing page reflects the change in messaging.
DON’T change your ad too often
With the idea of testing in mind, changing your ad every week will prevent the power of repetition to kick in. You want to build up a familiarity, without creating fatigue in your audience.
MAYBE think about getting a custom ad.
Find a local graphic designer. Or you could use an online service like Fiverr.com, 99Designs or find somebody on freelance sites like elance. That way your ad truly stands out and reflects you.
MAYBE try mobile ads if you haven’t already.
Adwerx Web ads get you all over the web for users on laptops. But most of us take our smartphones everywhere we go. Mobile ads are especially important if you want to get in front of millennials in apps and on mobile Facebook!
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