Adwords: A breeding ground for great real estate headlines
How can you be sure your direct marketing pieces (flyers, postcards, etc.) will be profitable before you spend money to have them created and sent?
Simple. Test them on the world’s cheapest direct marketing research center: Google AdWords.
If you are familiar with Google’s AdWords (and if you aren’t, you should be) you’ve no doubt noticed that some of your ads just seem to work better than others. Some get higher click thru rates than others. Some make you more money than others.
Of course there are many factors that control the performance of your ads, but one of the most important is the quality of your copywriting and, in particular, the quality of your headline.
Despite the constraints that Google places on your AdWords headlines (they can’t be longer than 35 characters), it is still enough space to come up with some pretty powerful (and profitable) ones.
The next time you are preparing a mailing campaign to generate leads or market a listing, setup a Google AdWords account and create some test ads with test headlines. In a few days you will be able to tell which headlines pique the interest of a viewer enough to get a click.
Sure, you’ll spend a few bucks, but you’ll avoid wasting money on a bad marketing piece and you will be almost guaranteed to have a more successful mailing campaign.
