Which local keywords work best as a headline on Google adverts? It’s sometimes not easy to find this level of insight, especially for larger agents running across many locations.

Writing the best Google advert titles is a dark art for online marketers, but you can master the skill with insight. Our company tracks estate agency rankings across paid and organic results on Google, so we can see what keywords drive sales leads.

In our latest video for Property Industry Eye, we’ve taken a deep dive into Google paid algorithm and how you can create the best advert copy.

Watch the Video on Improving your Google Advert Headlines:

So how can you improve your adverts? We need to look at CVR and CTR, which are well-known acronyms for marketers, but what do they mean?

The ratio of customers who click on a link compared to how many of them view the advert is known as a ‘click-through rate’ (CTR). This is the major talking point in the video we have produced. To optimise your CTR, we need to make sure that your ad corresponds to the needs of users. Are they looking for a valuation, are they looking for properties for rent or are they searching for the best estate agent in their town?

N-Grams is an analysis that selects the best-performing keywords for your adverts. Each agent and location is different, with headlines such as location, local, trusted, expert, valuation or appraisal optimised to convert your traffic into sales.

The ‘conversion rate’ (known as CVR) is the percentage of users who take the desired action on your website. Homeflow websites are primed to allow users to easily navigate to find the information they are looking for or to contact the agent via a form, email, phone or chat.

The trick to driving down costs for a Google click is improving your CTR and CVR. If you improve both of these, Google rewards you with a better-quality score which lowers your price per click. Put simply, if you don’t optimise your advertising campaigns then you are likely paying more for a click than other local competitors.

Agents interested in understanding their local trends on Google can get a free benchmark report from Homeflow. See your agency’s ranking, compared to immediate local competitors, by signing up for a free benchmarketing tracking report by clicking here.