I am a freelance writer and editor specializing in making science understandable and fun. I also write copy for property listings.
How To Improve Your Property Ad Copy In 5 Minutes
There’s no question about it: writing property ads that not only draw clicks, but also convert
them into customers, is nothing short of an art form. While the best tutor is arguably
trial-and-error (and a LOT of money to burn!), there are a number of best practices you can
implement right now to instantly improve your results and trump your competition!
1. Start split testing
If you’re not already split testing different ad variants, you need to start making that into a habit
right now, before you start writing new ads to test with. How many ads you should test
simultaneously is dependent on how much traffic you get, but you should always run at least 2
different ads against each other. Yes, even if you think you’ve tested everything you can think of.
Never settle for “good enough”!
2. Include a “call to action”
In online advertising, a “call to action” is a phrase that encourages the visitor to interact with your
service/product. Some examples are “Register now!”, “Download free trial now!”, “Get a coupon
now!”, and so on. You might want to take advantage of my Marbella property guide, which is free to my clients. Including this in your ad copy can boost conversions significantly, since the visitor already knows what to expect.
3. Don’t try to make one ad fit all your keywords
Every keyword in your campaign is different, and carries a different intent behind it. This needs
to be reflected in your ad copy, meaning you’ll have to carefully separate your keywords into
related ad groups and write specific ads for those. Don’t try to take a “one size fits all” approach –
it simply won’t work.
4. Pay attention to formatting
If you haven’t noticed already, every little detail counts when it comes to writing good ad copy.
Capitalization is an important piece of this puzzle, and while you’ll have to experiment a bit to
find out what works best for you, there are a couple of rules that usually lead to good results.
One is that your title will often perform best if it’s written in “title case” (This is an Example of Title
Case). Your description can be either regular sentence case or title case, you’ll have to test both.
5. Stand out from your competition
This will be different for every niche, but what you want to do is make your ad differ as much as
possible from the competing ads. Usually in a niche people will be looking at their competitors
and try to make their ads similar to them, but you may very well get better results by doing
something completely different! Don’t be afraid to go crazy with your ad copy, as long as it makes
sense for the visitor.
If it’s not completely clear by now, testing and experimenting is the key to success with property ads..
There’s no guaranteed formula to follow, but if you take these simple steps you’ll be way ahead
of most your competitors. Good luck!