In today’s digital age, online advertising has become an integral part of marketing strategies for reaching new audiences and expanding your sphere of influence. To make the most of your online ads, optimize reach, and drive clicks, it’s important to follow best practices. We outlined some definitions and guidelines to help you get started!
What type of content performs best as ads?
Market My Listings
If you have a listing on the market, ads are a great way to get more interest from people outside of your personal sphere of influence. Drive traffic to your listing to find potential buyers and clients!
According to the National Association of REALTORS®, over 50% of buyers found their home online, giving you the advantage of being in front of them on Facebook and Instagram.
Content Center
If you do not have a current listing or you want to grow your online brand, posting compelling educational content is a great way to become a local real estate expert. Any real estate tips, market updates, and how-tos will develop trust and value for your brand.
Keeping your brand top-of-mind and constantly in front of a wider audience can ensure your name and reputation as the trusted real estate professional in your community.
* Ads Pro Tip* Users will retain 95% of a message watched on video as opposed to only 10% read in text. This means listing videos, market spotlight, or any other video content you can make in the Content Center will make for great eye-catching ads.
We recommend that video ads be relatively short - under 1 minute but immediately to the point.
How much budget should I put on an ad campaign?
The minimum is $25 to ensure your ad gets in front of as many people and as many times as possible. But the budget for your ads should be relevant to the timeline and radius of the audience you are trying to reach. We recommend at least a $50 ad spend.
Bigger radius and/or longer ad runtime = more budget.
The larger the budget, the more times people will see your content. Keep an eye on the metrics of your ads to make sure they are delivering at an appropriate rate.
How long do I run an ad campaign?
We recommend any listing content be spread into three campaigns: Just listed, for sale, and sold.
- Just Listed: 1-week run
- For Sale: Set for how long you predict this listing might be on the market. If your listing went under contract before the ad finishes, the ad will still generate clicks to your website of choice, and you can use your amazing sales skills to show them other homes that are a perfect match!
- Just Sold: 1-week run
For non-listing content, it’s more flexible on what you choose. Remember that if your content is related to a holiday, season, or not evergreen, you’ll want to time it more appropriately. Ads that are run longer will give you more data on what performs best.
Where should my ad destination be?
Your ad destination needs to be a landing page that’s related to the content of your ad. We recommend anything branded to you and with lead capture, like a listing site, your professional website, or the single property website generated within the Market My Listing section in SphereBuilder.
We do NOT recommend sending users to websites without a clear call to action or not owned by you, like lin.ktree or another person’s/company’s blog or articles.
What do I write for my ad copy?
We automatically populate ad copy for you, but if you would like to write your own, here are some guidelines for you to follow.
Primary Ad Text
This is your main “caption” area around your ad.
Key elements to keep in mind are:
- Context - Make sure the audience knows what this ad is about.
- Short & Sweet - Only the first 125 characters will show before the “show more” button, so make sure your copy is to the point and easy to read.
- Lead With Value - The area should focus on the “why” and how it brings value to the person reading it.
Headline
These are the first words and the top of your primary ad text. We recommend aiming for a headline of around five words and making it clear and concise what the ad is. Forty characters should be the maximum length.
Description
The description should be even shorter, maxing out at 25 characters. This is a great place to put a direct call to action.
Understanding Ad Analytics
You can easily find your ad analytics in the Ads Center. Your analytics might be slightly delayed due to Meta allocating and optimizing your ad spend.
Impressions
The number of times your content is displayed to a user, no matter if it was clicked or not.
Clicks
The number of people who clicked on your ad to go to the desired landing page.
CPC (Cost per Click)
The measurement of the amount of money you pay when a user clicks your ads. The lower the CPC, the better!
*Ads Pro Tip* To understand what content performs the best, try A/B testing. A/B testing is when you run two similar ads simultaneously with slightly different copy, CTAs, or content. You can see which ad resonates with your audience best by comparing the CPCs and which yields a lower result.
Running consistent ads to an audience over time will create the feeling of “know, like, and trust” with your brand - even if you haven’t met in person yet! Utilize the Market My Listings and Content Center to never run out of content to share and grow your digital sphere of influence.
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