We know that search engine marketing, or SEM, can be an extremely effective way to reach potential customers when done right. The question is, does your SEM campaign tick all the boxes, or will your ads simply be ignored? To make sure it isn’t the latter, run through this quick checklist of common SEM mistakes:
1. Being too general in your headline/description. While you could run a campaign based on the words “real estate” and the name of your city or area, chances are you’ll get more clicks, and higher quality leads, if your text is more targeted. Put yourself in the position of a home hunter or seller plugging search terms into Google. Who do you want to see your ad, and what do you think they’ll be search for?
2. Overlooking your most popular keywords is an easy mistake to make, especially if you’re not familiar with the keywords that are driving traffic to your website in the first place. Because the keywords that match the search terms people have used will appear in bold in their search results (and in your ad), it makes sense to find out which search terms are popular with your target audience and make sure they’re included in your ad text.
3. Not including a unique value proposition is another common mistake real estate agents make with their search engine advertising. What is it that your agency offers that others don’t? Why should people click on your ad and not those above and/or below it?
4. Finally, don’t forget to include a call to action to prompt the people viewing your ad to actually click through to your website. Better still, make some mention of what they will get if they click. “Visit our website for expert advice,” for example, or “Click here for a free market appraisal.”
[Image: malavoda]
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