Within multifamily, I think we can agree on the significance that Google Ads play into achieving qualified leads. But before you start generating leads through conversions, you first have to conquer the arena of producing clicks. You may have the best apartment listings in the area, but that won’t make a difference if you can’t persuade users to click on your ads.
In order for your ad to be clicked on, you need to construct an appealing, clickable headline. The question is, how exactly do you create a headline that is worth clicking?
First, let’s understand the format of an ad. Here are the 4 components of an ad that will help you write clickable PPC headlines for apartments:
- Display URL
- Landing page
The Most Important Element of Your PPC Ads
There’s a lot to think about when trying to create a PPC ad. However, do you know what the most important aspect of your ad is? Your headline. Research shows 80% of people read your headline, but only 20% will read the description. With that being said, most of your time spent writing the ad content should be focused on developing an attractive headline.
Google gives you access to three headlines with up to 30 characters. Each headline is separated by a vertical pipe (“|”) and may appear in various formats depending on the device being used.
Best practices presume the use of 6 words to each headline, considering most people only take into account the first and last three words of a headline. Also, the shorter the headline, the higher the chance of maintaining your reader’s attention.
Now that we’ve discussed the importance of your ad’s headline, let’s move on to the good stuff and discuss ways you can increase your ad’s clickability by creating the perfect ad headline.
5 Ways to Create Clickable PPC Headlines for Apartments
1.) Be specific
Let’s go back to the basics, shall we? Writing 101- be clear and concise. When it comes to your ad headline copy, don’t be too complex or vague. Narrow down your headline to exactly what you can provide your prospects. Making your headline as clear as possible will help avoid any confusion on what you’re offering.
If a big selling point for your apartment complex is it’s near a college campus, be specific about the exact location in your headline. Instead of saying “near UGA”, make it clear how close you are by stating, “0.2 Miles Away From UGA”.
This is just one example of many that not only will increase your clicks, but also increase your qualified leads because it provides users with granular and tangible information right up front.
2.) Don’t neglect your target audience.
Sometimes we can get so caught up in creating the best written ad, we forget about the goal or purpose of it. However, don’t forget to cater your headline toward your target audience. If you aren’t tailoring your headline to your target audience, then you might be wasting clicks.
Who are you trying to target? Millennials? If so, research what millennials look for most in an apartment. Then, use that information to craft your headline. Getting creative with your headline by using target data will get you your ad’s bang for its buck and increase its click through rate.
3.) Match your headline to your landing page
An area where advertisers frequently make mistakes in ad creation is not matching the headline to their landing page. When your message doesn’t coincide with the information on the landing page, you’re simply wasting the prospect’s time.
For instance, say you’re trying to advertise a two bedroom apartment, but your PPC ad is sending them to the homepage. This creates unnecessary steps for the user because they then have to go and find what your ad headline featured themselves.
Instead, take them to a landing page specifically designed to cater to that target keyword or selling point. When in doubt just remember: your landing page, messaging, and offer should all be consistent with your ad.
4.) Solve your prospect’s problems
Perry Marshall, the author of a best-selling book on Google AdWords, preaches on the importance of solving your prospect’s problems in the ad copy. However, there is reason to believe it is equally as important in your ad headline in addition to your ad text.
Keep in mind, 9/10 times the reason someone inputs a Google search is to solve a problem. A person has a need, and they are looking for you to solve and fulfill that need.
Users are more inclined to click on an ad that outright states a solution to their problem than on one that doesn’t. So next time, try a problem-solving approach when creating your ad headline and copy, and see if it gives you the results and clicks you’re desiring.
If a young man works in the city, and the rent is expensive, he would benefit from living a walkable distance from his work, and a community that offers many on-site amenities would be especially appealing for him. Solve this prospect’s problem by putting one of these amenities in the headline.
(Need some suggestions for strong CTA’s for PPC headlines for apartments? Check out this post.)
5.) Use your character limit wisely.
Last but not least, let’s talk about character limit. Bear in mind, the character limit in your PPC ad headline is 30 characters. You want to use this to your advantage by being as descriptive as possible without using unnecessary details. Keep the language simple and the content explicatory.
Your headline should be a brief preview of your landing page, so be sure to outline exactly what your ad is providing, and what they can expect from the landing page once they click on it.
To sum it up…
Your headline is the most important component of your PPC ad. It’s crucial to spend most of your time when creating the ad, constructing the headline.
Use these tools and suggestions to help you design an effective and persuading headline that will maximize clicks and drive conversions.
Now get to writing! You got this.
If you have additional questions about creating PPC headlines for apartments, then contact us today. Our team of multifamily marketing professionals would love to help you.
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