Top 4 Tips To Create Killer Listing Campaigns

So, you’ve run one, two or maybe even a handful of listing campaigns. Now what?

Time to step it up.

The average Spoke property ad is shown 60,000 times across Facebook, Instagram, Youtube and the web, to an engaged audience within a 5km radius of your home. From that, more than 1,500 people click to view more detailed information about the listing.

But the best Premium Spoke ads have been shown 167,905 times — and received more than 2,000 clicks.

So, what can you do to improve your ad performance and get those numbers up? We’re glad you asked. Here are some things to try next time you launch a new listing campaign in Spoke.

1. Refresh your images

The ad image is the first component your audience notices — it’s what grabs their attention. So, we’ll start here.

Ad fatigue is a real thing. It happens when a potential buyer see the same ads, again and again — and gets annoyed. Remember, the average person opens Facebook about 14 times every day. Imagine seeing the same ads every time!

Spoke already rotates your ads automatically, but to help keep ad performance up, we also suggest you change your listing photos throughout the campaign.

Try uploading two or three photos when creating you campaign, and then replacing them with another couple of photos after your ads have been live for a couple of days. Remember, you can check how long a Campaign has been running on the Campaign Performance page.

Switching out your creatives also broadens the appeal of your listings. By highlighting different features, you re-engage already interested parties and draw in new buyers who may not have liked the initial main photo.

2. Upload a video

Potential buyers look at a lot of listings. Video is a great way to stick out, and make sure your listing stays in their memory.

Spoke listing campaigns support video, so you can include a walk-through video, drone footage, suburb profile or even an interview with the owner. After all, video helps you to emotionally connect buyers with listings — and emotional connection is the key ingredient to a successful property campaign.

Video is also an incredibly powerful medium to help get your message across quickly. But, more importantly, it also helps viewers to remember your message. Do you remember the last billboard ad you drove past? Unlikely. And yet, 80% of people can recall a video ad they watched in the last month. Videos just work.

Audiences also respond better to video content; social video generates 1200% more shares than text and images combined, and drives 135% more organic traffic. That’s huge.

Those numbers are only going up — because, let’s face it, people just love video. So much so, that we think video content will account for about 84% of all internet traffic by 2020.

3. Turn on retargeting

Retargeting helps squeeze the absolute most out of your marketing spend, and ensure your listing stays front of mind. Remember, only 2.8% of people who visit your website are ready to enquire.

Have you ever looked at a pair of Happy Socks online, and then suddenly noticed that same pair everywhere you look? No, you’re not imagining it. They really are following you across social media and the web — and studies show that it works. Retargeted ads are clicked ten times more than standard display ads.

Using Spoke’s retargeting functionality, you can keep your listing ads in front of:

• people who have visited your website
• people who have interacted with your ads and posts on Facebook and Instagram

Check retargeting is switched on on the Edit audience screen.

Want to know more about retargeting? Read our handy little explainer.

4. Test your ad copy

Switching your images is the quickest way to jush your ads, and make your listing look fresh — but you can do it with your ad text, too. A subtle copy change can spell out big changes in results.

Start with your headline, as it’s the most visible. Is it as compelling as it could be? Remember, you don’t have to use the same headline as you’ve used on the portals. Keep your audience in mind. Imagine yourself in their shoes — what would make you click on an ad?

If your current Link Description lists the property’s features (for example: ‘5 bed, 2 bath Queenslander on 620sqm’), try changing it out for something that will evoke an emotional response (for example: ‘Quintessential Queenslander ready to welcome new family’). You get the gist.

After your new ad copy has been live for a few days, check your Campaign Report. Start paying attention to your best-performing ads, and the copy they use. It pays off to learn how to write great ad copy.

Now, why not try out what you’ve learned and create a new listing campaign?