Ever ask someone a simple “Hey, how’s it going?”, and then have to politely stand there for what feels like 20 minutes while they painstakingly recount all 50 of their most recent life dramas, like you’re their therapist?
Yeah. Awkward.
So why would you do the exact same thing to your prospects with your digital advertising?
If you expect a digital ad to act as both an engagement and conversion point for your business, you’re making ONE OF FOUR MOST COMMON MISTAKES advertisers make when creating their digital ads.
Generally speaking, digital display ads are NOT for delivering all the info prospects need to make a purchase decision then and there. Instead, they’re good for communicating a compelling thought or feeling, and telling the prospect what to do next to act upon that thought or feeling.
So, it’s not a good idea to try to pack all your pertinent purchase-decision-making info into a tiny little digital ad space. That job is reserved for your landing page or conversion funnel (these are the places someone would go AFTER clicking on your ad).
The ad’s job is simply to pique a prospect’s interest with a single engaging value proposition or benefits statement and instruct them what to do next.
“But why?” we hear you asking. Simple:
1) You get about 3 seconds TOTAL to engage and motivate a prospect: any more and they lose interest because they were already busy doing other things when your ad intruded upon their day.
2) You have NOWHERE NEAR enough space in a digital ad to tell a good story that leads to conversions, even if a prospect were inclined to give your ad more than 3 seconds of their time.
There’s a lot of science behind understanding the relationship of the digital ad and its partner conversion asset, and how to create good content that maximizes your conversions/ad spend.
But, we won’t bore you with all those details now. All you need to know is that our in-house ad people are experts at this, because they’re part of our experienced RE-Target ad team, and they can help you out.
If you’re interested in learning more about digital advertising and reaching local realtors and brokers, give us a call at 727-351-2077 or book a quick 15 minute virtual meeting with a member of our Ad Team.
So, Why Are We Sharing This With You?
Our in-house ad experts are part of our highly experienced RE-Target ad team, which specializes in connecting local home services companies to local real estate agents and brokerages, and they love sharing valuable stuff we’ve learned working with businesses like yours (be sure to check out Mistakes #1, 2 and 3!). You can use this info for ANY advertising you create, too, not just with ads that run in the RE-Target system.
If you want to reach agents and brokers specifically, RE-Target is a unique advertising program offered by your local association or MLS that’ll connect businesses like yours to agents & brokers in your area. We’ve worked with thousands of vendors to create compelling advertising, and then put it in front of real estate agents in their MLS software, a place they go multiple times a day to do business. Our goal is to connect businesses like yours to active real estate agents and their best real estate customers.
And it works. Check out this video testimonial from Pro Painter Jeff Hawkins to hear about his experience with the RE-Target program.
Want to Try it Out?
If you’re interested in participating, simply give us a call at 727-351-2077 or book a quick 15 minute virtual meeting with us and we’ll get you started.
Have questions? We’re happy to answer those, too.