Part compelling writing, part jigsaw puzzle, your real estate ad copy for Google Ads plays a significant role in your digital marketing success.
What Is Copywriting in Google Ads?
Previously known as Google AdWords, Google Ads is an online advertising option for businesses that shows your ad when people search for the products or services you offer.
Unlike traditional advertising, ad copy for Google Ads uses several headlines and descriptions that rotate and match up based on performance.
Creativity and brevity are important for any great ad. With Google Ads, it’s also important to incorporate keywords, address the needs of your clients, and incorporate a call to action.
Let’s dive into the components that make up a Google Ad!
Elements of Google Ads copy
If you want to know how to write a real estate ad, you need to understand the elements of Google Ads copy. Responsive search ads include:
- Display URL
- Extension (if you choose)
Each element of the ad has a specific purpose and character limit. The headlines display first, promoting your business and services. Google now provides space for three headlines in one ad, separated by a vertical bar, and each headline can be up to 30 characters.
Next is your display URL, typically listed in green, that leads people to your website. A small box next to the URL indicates that this is an ad.
Your descriptions are then listed, where you provide additional details about your business and what you want to share with the audience. The descriptions can be up to 90 characters.
Finally, you can choose to add extensions that provide additional information and increase ad performance. Extensions in Google Ads can include call buttons, location information, links to pages on your website, and more.
When planning the content for these elements of your Google Ad, come up with 30 headlines and 8 descriptions. Each ad rotates 15 headers and 4 descriptions. We recommend running at least 2 ads at a time for quicker optimization.
Writing Compelling Ad Copy
Do you like word puzzles? This is kind of what happens next! It’s time to determine the best words to describe your business and services for each Google Ad element within Google’s character limits!
Here are our tips to get the most out of your Google Ad copy:
- Be succinct. The character limit forces you to keep your copy brief, but the more concise the text, the faster you get your point across!
- Use compelling language. Steer clear of generic, salesy copy and instead use specific descriptions that highlight your products or services.
- Make a call to action. Tell your audience what you want them to do: Call today! Book a session! Download our ebook! Visit the website for more information!
- Use keywords. You’ve worked hard to determine which keywords are important in your content. Use them! Put at least one keyword in your ad copy.
- Discuss features. Incorporate special features, promotions, sales, etc. into your copy, for example: Interactive map! Limited-time offer! Special holiday pricing!
- Use locations. Particularly in real estate, location is important. Include location in your description so your audience knows the area you cover, for example, Chicago Homes for Sale.
- Edit your copy. Be sure to check your work to avoid silly mistakes, like odd spacing, misspelled words, or unusual capitalization.
Remember that it’s important to craft your copy around your audience. Targeting your language based on location and audience need will improve the success of your ad.
Use location keywords and phrases specific to the audience you are working to attract, such as “selling a home,” “buying a home,” “new construction,” etc.
Optimize Your Ad Copy
The awesome thing about Google Ads—unlike traditional advertising—is that you can update and improve your ad copy as your campaign progresses.
You’ve created multiple headlines and descriptions. Some of your ads might include extensions. Look at your metrics and determine which keywords, phrases, and combinations of elements play best with your audience, then adjust and improve!
Important metrics to consider include:
- CTR (click through rate)
- Conversion Rate
- Conversion Value
- Engagement Metrics
- Bounce Rate
- Average Session Duration
Take in all the data you can and analyze it. From there, identify the areas that are successful and those that aren’t, and improve your ad based on the results.
Create new ad copy that you can test. Now, you can look at metrics from the old and new copy to determine what performs best!
Create Your Google Ad!
The perfect ad copy takes time—it’s not an overnight success. Finding the best copy involves trial and error, plus plenty of testing.
It can be a fun puzzle to figure out, but it’s also time consuming! Take back your time by hiring a company who specializes in Google Ads. Contact Logical SEO today to create compelling copy for your real estate Google Ad!