You’ve probably already heard of Google AdWords. In fact, you’re probably already using them to some degree. But many people are still unaware of the latest feature, known as expanded text ads (or ETAs for short). These larger, mobile-friendly ads allow you to include almost 50% more text, so you can provide more information about your business which can do wonders for targeting more property management clients. And if you haven’t yet started using this feature, as of October 26th of this year, you’re going to have no choice. So, let’s get you up to speed!
Create even more powerful calls to action
ETAs feature two headlines, each of which allows for 30 characters. The description line offers an additional 80 characters. Take advantage of this incredible opportunity to create even more powerful calls to action that will truly compel your target audience to click. Try experimenting with the placement of your CTA – in a headline, at the end, etc. and see what works best. In any case, you’ve got extra characters to play with, so use them wisely.
Showcase your unique value proposition
You know your property management services are better than the rest. Why not use those extra characters in your ETAs to let your prospects know as well? Figure out what it is that makes your business stand out from the competition and then showcase those points in your ads to really drive your message home. Let them know why you’re different – why you’re better – and you’ll give them an extra reason to click your ad instead of the others.
Ask a question
Asking a question and making your target audience think can be a powerful and effective marketing tool, but the old character limit made this technique almost impossible. Not anymore! Use the extra real estate you’re given with ETAs to pose compelling questions. For example, you might make your headline something simple yet eye-catching, like “Need Help with Property Management?” This type of question also serves as an implied CTA, so it’s a win-win.
Create a sense of urgency
You’ve got enough extra characters to play with, so you might as well go back to the marketing handbook and pull out one of the oldest tricks in the book: scarcity. People tend to act more quickly when they believe they’re going to miss out if they don’t. Take advantage of this natural reaction by using your ads to create a sense of urgency. Use words like “limited time only,” “act fast,” or “time is running out.”
Make sure to preview your ads first
With all the excitement about the extra characters, it can be surprising (and frustrating) when Google shrinks your ad down from 60 to 33 characters, which they sometimes do based on the device the ad is being viewed on. Account for this by using the Ad Preview feature, which will show you exactly what your ad will look like to your target audience. This way you can ensure that the most important points are covered even if it ends up being shortened.
ETAs provide tremendous opportunity for you to really showcase why your property management services are the best choice. If you haven’t already started using these extra characters, the time to start is now. Employing the above tips will help you further optimize your ads so that you can get the most return on your investment.
Get your free copy of The Property Manager’s Guide to Extraordinary Marketing. It has all the inspiration and resources you need to make the right message heard by the right people.