Do you have a Top Tier or
One of the most important things you can do for your business is to do a search on your competition. Search a couple of good keywords, see who appears, then do a couple more. If the same ads come up consistently, chances are they are probably doing well. Copy and paste their URL in your browser (instead of clicking on it, costing them money doing your research is rude) and look at their landing page. See what their offer is and really take great notes.
After finding a couple of great competitors, use a tool called Spyfu dotcom. This is a tool all the top performers use to know everything about their competitors. The keywords they use, their ad, how much they pay for everything. It tells so much information that you should be able to adopt and adapt. Don’t plagiarize or take verbatim, learn from it and use your noggin.
If you are like the majority, the idea of using Spyfu makes you feel a little uncomfortable. It goes against everything we’ve ever been taught. This is okay, but you will be doing your marketing a disservice if you don’t utilize this tool or something comparable.
If one of the ways you generate leads is through Google or any other search engine, you understand how important ad copy is. A good campaign with a great headline, sub-headline, description and domain is extremely important.
This is what the experts learn in real estate
“Nouveau Riche Exposed”
Shocking – What We’ve discovered On These So Called Experts
In the two examples above, which one grabs your attention? The second one, right? Look at the headline, it includes ad copy using the word “exposed” instead of simply the company name. It is also in quotation marks, drawing the eye to it.
The description includes ad copy as well, to encourage you to click on their ad versus just a simple statement that doesn’t encourage you to take action. Lastly, the second URL gives inside knowledge. Meaning that if you were specifically looking for a real estate course, the entire ad including the URL would tell you its exactly what you’re looking for.
The first ad tells you that it has to do with real estate, but the description itself doesn’t drive you to click. The URL is too broad, its not answering any questions for the searcher. When you have a great ad, your chances of getting great click through rates (CTR) will escalate.
Then if you have a landing page that tailors to the ad and domain, everything flows well and the searcher feels comfortable and confident that you have what they are looking for.