Marketing That Moves Business
Every time I check on my clients' advertising campaigns for signs of ad fatigue, I learn something new.
For example, this morning I was checking on the advertising campaign for 2208 Las Trampas Road Alamo, CA and saw that my Facebook Relevance Score for the three ads ranges from 8-9 out of 10. Hooray - but what the heck does it mean? I keep meaning to do the research but who has time?!?
Well, I did it. The Facebook Relevance Score is an algorithm that takes into account how people react to your ad copy. This includes all the usual metrics - clicks, likes, and shares. But it also contains unfavorable results like people choosing to hide your ad or future ads from your account. I do a lot of video ads so I'm guessing an unfavorable result like stopping or muting the video might also be included in the algorithm.
The hard part is determining what is working - or not working - with a current ad campaign. 1) The photo or video I choose to display is always the starting point for me. Must catch and engage the eyes enough to lead the viewer to the text. 2) Next, the text must intrigue and explain a little but not give away the ending to the story. 3) Last, there must be a clear and simple call-to-action. This last part is the toughest - real estate products like a home or an agent brand are not super actionable. Consumers cannot "Buy Now" because they need time to evaluate the offer and compare it to similar offers.
As a real estate advertiser, I am forced to choose weaker calls-to-action like "Learn More" or "Visit the Website". Therefore, my display and text have to be extra, primo engaging. Like I said, always learning. Will talk more on this again.
- Eric Robbins, imho