Realtor-Marketing.com, National Realtor Marketing Resource

We have talked about the importance of descriptive ad copy to optimize your AdWords Ads in the past but today I wanted to show the difference between sales copy ads and descriptive ads.
Not many people other than marketers enjoy reading ads or being sold to so you have to strike a balance between selling, being informative, and helpful. You want visitors to click on your ads but most importantly you want them to continue and take a desired action. In other words, you want to turn your visitors into leads that could be potential home sellers or home buyers that Realtors need to have a constant stream of to succeed in this business.
Just a single adjective can make or break your Google Ad copy. We tested three options:

1. A sales based adjective (powerful)
2. A descriptive adjective (easy)
3. No adjective

It turns out that using a good adjective vs. no adjective boosted the CTR of our ad. However, picking a powerful adjective (i.e. one that was more sales speak) backfired. It still delivered lots of visitors but only a few of them converted.

It is important to stay clear of keywords that deliver only clicks and not leads or sales and anytime you use marketing copy to trigger an automatic response from visitors it is very important to check that these extra visitors are converting for you. There is no point in paying for visitors if they aren’t going to do anything on your site other than hit the back button.

One marketing mantra that has existed for decades is to always push the BENEFITS. We have talked about this here before but it worth talking about again because it is so important to writing successful ads.

Today we are going to talk about how to write about benefits in two different ways. When you are writing ads you could write a descriptive benefit like, “Step by Step Plan To Sell You Home For Top Dollar”. Which is a strong benefit but maybe not the best one for getting conversions. The second type of benefit would be a clear benefit like, “Sell Your House for Top Dollar In Less Than 10 Days”. Now that may not be reasonable but it is clear and often times the clear benefit will get a higher conversion rate than the descriptive benefit.

Take the above advice and try split testing it against your current ads. It may work out well for you or it may not but make sure you at least test it against your current ads as you could be missing out on hundreds clients by not trying it out.