They’re those visual ads on the top and side of websites such as realestate.com.au and domain.com.au. The ads that real estate agents use to advertise themselves. The digital version of bus stop marketing signs.
If you’re not a fan of banner ads, I’m not actually here to change your mind.
But if you do use banner ads, then this is the article for you.
Because at Digital Real Estate, we know that advertising on these sites doesn’t come cheap. So we’ve put together some tips to help you improve your click through and enquiry rate, and ensure you get the best possible return on your banner advertising investment.
Solve a Problem or Address a Fear
One way to entice people to click on your banner ad and get in touch with you is to use your ad to solve a problem or address a fear.
To do this, consider the sorts of problems and fears that buyers, sellers, landlords, etc. face.
For instance, a problem that really gets on buyers’ nerves is properties advertised without a price. A simple message along the lines of “Tired of properties that are listed without prices? Click here to find out how much properties are worth” will definitely appeal to this market.
Another example is landlords, who fear long vacancy periods that cost them a lot of money. An ad with the line “Discover why our properties rent faster than others in [insert your suburb]. Find out more” is bound to draw the attention of a prospective landlord with a current or upcoming vacancy. And once you’ve drawn them in, you’ve covered half the journey to getting more enquiries.
Have a Specific Landing Page
All too often, banner ads make specific promises, but when clicked, go to a general web page – usually the home page for the agency.
When people who’ve taken the time to click on your banner land on a generalist page rather than a page that deals with the information you promised them, they tend to leave your site immediately. No enquiry. A wasted click. Which is wasted money.
To generate more enquiries from your banner ads, always get a landing page to match your ad. If you’ve promised to explain why you can command premium prices for the properties you sell, make sure you explain that on your landing page. You can do this with text, video, or a combination of the two. By providing the information you promised, you’ll create a much more positive impression for the people who’ve clicked on your ad. Which means that they’ll be much more likely to stay around and contact you.
(Of course, there’s one final key tip to remember for your landing pages: always ensure that they’re “responsive” – in other words, that they’re desktop, tablet, and mobile-friendly.)
Once upon a time, Flash was the preferred medium for banner ads. But Flash is now almost as archaic as the floppy disk.
Flash doesn’t play on iPads and iPhones, and there are no plugins available to make it run. It’s not just i-things that won’t play it, either. Google Chrome, Safari, Firefox, and other browsers don’t run Flash automatically because it’s liable to suck your battery power. Flash is also vulnerable to being hacked.
HTML5 is the new standard for creating banner ads. Unlike Flash, it doesn’t drain device batteries, and it’s not so easy to hack. So if you want effective banner ads, be sure to choose someone who’ll design them in HTML5. This will work across all browsers and devices, giving your ad maximum reach, and thus giving you the maximum chance of generating enquiries.
Include Your Branding
Nobody likes a misleading, unbranded banner ad.
Unbranded banners may appear more appealing to internet users, but when they click on them only to discover that you do belong to that big real estate agency after all, they’ll feel misled, and they’ll leave without contacting you.
While they say that honesty’s the best policy, that’s not the only reason you should include your branding in your banners. After all, not every potential buyer, seller, or landlord who sees your ad is going to need your services at that particular moment in time. However, your ad can help to keep you top of mind for them when they do need you. And if you’ve included your branding, you’ll be easier to remember, identify, and find when they do need to contact you.
Analyse Your Numbers
To really get the most out of your banner ads, you need to know how they’re performing.
Make sure you receive a regular report about your ad’s impressions (the number of times it appeared) and click through rates (the percentage of times it was clicked on). In Australia, the current average click through rate is 0.07%. Not a high number, to be sure. But if you’re matching this rate, then you can be confident your ad is performing well. If you’re achieving a lower rate, you may need to revise your banner ad. This could involve changing its appearance, and/or shaking up the message and promise you’re sharing.
Using your numbers, you can also run 2 different banner ads concurrently to see which performs better. Use the two ads for a trial period of around 3 months, then keep the better performing ad.
Of course, while click through is important, your ultimate goal is to generate more enquiries. If your ad has a lower click through rate, but it has a high response rate when people do click, then making changes may not be necessary. Be sure to balance all the factors and numbers when making a decision one way or another.
Your Banner Ads
Do you use banner ads on property sites? What sorts of strategies and approaches have you found work best? Let me know in the comments below.
And if you need some expert assistance? At Digital Real Estate, we specialise in every aspect of visual real estate marketing – including banner ads. If you’d like assistance creating an effective, powerful, click-enticing banner ad, we can help. Contact us today to learn more.