It’s important to have multiple ad creatives that change in line with the mindset of the user throughout the day and at different stages of their search. Providing them with different URLs in the same ad to cater to the various stages of the purchase funnel is key, as is serving them with ads that are relevant to their wants and needs providing a personal touch.
But it will all be for nothing if you showcase an ad for a property that’s no longer available.
Tapping into the mindset of your consumer
According to a recent survey, 72% of respondents expect their home search to get harder in 2019. The reasons they cite include home prices rising and outpacing wage gains, as well as a lack of either desirable or affordable properties.
Buyers are frustrated and in a lot of instances their searches are taking much longer than three months.
It’s your job as a realtor to ease this frustration, not increase it.
Serving your audience with relevant ads for homes that are suitable for their needs is crucial to help ease this frustration. That means you need to get your targeting right. To enhance their experience rather than hinder it, the properties shown must still be on the market. Get this aspect wrong and you could completely lose that business.
A challenge you need to solve
But that’s not the easiest thing to do when your inventory continually changes. If you have multiple agents, working different territories how do you rely on them to keep everything updated?
And once you do that, how can you then change your digital display ads quickly without blowing your advertising budget on creative?
Feed ads are your simple solution for all these challenges.
Understanding feed ads
Feed Ads make your digital display activity accurate and relevant.
By pulling information directly from an external source, feed ads plug this seamlessly into elements in the ad design. Dynamic content is taken from your inventory source and will appear automatically in the design of your ads.
You simply need to create one ad, which will always reflect changes to your inventory when it is updated, a property has sold or a new one has been added.
Crucially, this guarantees that you only ever promote properties that are available and relevant.
The simplicity of feed ads
The use of feed ads will first and foremost enhance the ads that you provide to your potential customers, boosting performance.
Secondly, they will save you time and money.
You just create the ad once. There’s no need to work with and manage an expensive creative agency to build multiple ads.
And once you connect it to your data feed, the work is done. Importantly, you don’t even need to convert your feed to a specific format. You just build it from where the data sits, whether the cloud, Google docs, excel spreadsheets, your hard drive or scraped directly from your website. This is called agnostic technology and is designed around your ease of use.
Feed Ads also provides you with the ability to streamline your operations. There’s no need for time and effort wasted keeping track of what’s sold and what hasn’t for the purposes of your ads.
When anything changes, the automation will take care of the rest. Quickly and efficiently.
Easing the customer frustration
Building your digital advertising strategy around the needs of your customer and using the right technology to ease their frustrations is how you can stand out in a tough, competitive and challenging market.
To enhance the efficiency of your digital display and drive the performance of your online marketing strategy through feed ads, contact us today to learn more.
Dynamic Creative Optimisation is used across the digital marketing world. Read how this technology can benefit your personalisation strategy.
What to do when your advertising budget is cut? Read our 5 top tips on how you can make the most of your smaller digital advertising budget.
Dynamic Search Ads capture unique traffic and searches, these searches can potentially lead to expansion opportunities for your brand. Read more