Shaping user expectations with Adwords ad text (4)
Hey guys,
I'm working on an Adwords lead gen campaign for a client and need some advice.
The client is a marketing company that represents a bunch of real estate developers. They are looking for people interested in buying investment properties.
I ran a test yesterday using several angles and a standard LP design that has worked well for me in the past for lead gen campaigns. The user is prompted to enter their name and email to receive a free report.
CTR was fine, but CR was extremely low.
A sample ad:
==========
{KeyWord:Investment Property}
Investment Property Free September
Market Report Available Now!
www.xxxxx.com
==========
I believe the problem is in the ad text...the user is perhaps expecting to be able to read the report on the page, rather than having to receive the report via email.
I also believe that the dynamic keyword insertion in the header may not be helping....but that is being done specifically for quality score.
If anyone has experience in shaping user expectation before the click, I would appreciate your advice!
Thanks
-Jonny 
Have you split-test different approaches based on your ideas above?
They all seem reasonable and readily testable.
For me, "Investment Property Free September" doesn't make sense <- what is trying to be communicated here?
Also, when you say CTR and CR - does CTR = submits email and CR = conversion rate on something else afterward?
CTR from ad to LP. CR = email submit. The ad text is supposed to flow from description line 1 to 2...maybe it doesn't work well as pointed out by your interpretation.
Basically I'm trying to ensure that the user has an expectation that this is an email submit before they click.
I agree with Zeno that "Investment Property Free September" doesn't make sense. Do I get a free property? Unlikely
As you said in the original post, skip the keyword insertion. This might help quality score indirectly by boosting the CTR of your ads. However, depending on the keywords in your adgroup keyword insertion can create what I call 'an illusion of relevance' - when irrelevant keywords are displayed in the title of your ad through keyword insertion. Sure, people click but on what?
This is especially important when using broad or +modified +broad matches because the weirdest searches could trigger an impression.
Also would be helpful if you were to share (a sample of-) your LP
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