A question was posed on the Google Adwords forums by a mortgage broker regarding his Adwords quality score:
I have a campaign for my mortgage business. I’m starting small to get the hang of things. 2 ad groups, each ad group has 2 ads.
Keywords are VERY targeted and ads carefully written following best practices. Landing page is very relevant.
I’m happy with the CTR around 4% for each ad. But QS for most keywords is around 3/10 even for what I consider to be the most relevant, profitable, and well performing keywords.
Is this a result of Google looking into their database for this industry and basically giving an intrinsically low QS to these types of keywords/ads or could I actually expect to raise the QS to 7,8. or 9 out of 10? (e.g. mortgage/loan type keywords)”
Here is my reply to his question, as posted on this Google Adwords forum thread.
Dan: “You’re already doing the tactical stuff well. Let’s go up a level or two and get strategic.
Try thinking about the problem in a different way, and from a higher level.
In this case, I would go back to basics and focus on research.
Let’s use a strategy that focuses on an in-depth research process to produce a better ad.
In my opinion, all mortgage brokers are the same, and the only difference is chemistry with the client – in other words, who one would like to work with more.
All mortgage brokers are going to claim generic stuff such as great rates and great service.
You have to get more specific than that, otherwise you won’t stand out.
At this moment, you might not know the exact hot button words that will trigger people to call or click.
The reason is because you have no research method, and haven’t conducted research beyond your own experience. Don’t let that hinder you.
Here is what I recommend.
Use this 3 step research process. Write a better ad. It may improve your quality scores. If not, at least you’ll have an ad that performs better for your business goals (to make the phone ring more often with high quality prospects).
Step 1: go through hundreds of customer reviews about mortgage brokers.
Collect any words or phrases that seem to be repeated in a spreadsheet. These become your general ‘themes’. Feel free to copy and paste single words, or even entire reviews into your themes spreadsheet. You can even bold individual words in these reviews as well.
Also collect some unconventional words or phrases from the reviews you read (e.g. had the cutest little dog in his office). You never know what unexpected triggers might move people.
By collecting and codifying these words you will gradually learn what people want in a mortgage broker. You’ll have much more information than your competitors, and we all know that knowledge is power.
I would imagine few, if any, of your competitors will use this amount of rigor in their ad research.
Step 2: List your trigger words in order of priority.
Once you list out these words, the ads will nearly write themselves, because you’ll know the top 3 trigger words (aka benefits) that people want in a mortgage broker.
Step 3. Follow this ad template exactly
KEYWORD GOES HERE
(Call Extension Goes Here)
Word 1 & Word 2.
Word 3. Call Now!
Learn About Us – See Our Services – Check Our Prices – Contact Us Today
Here’s how your ad would look, assuming that your research process produced the following 3 words as the most common and compelling ‘themes’:
Word 1: Fast
Word 2: Friendly
Word 3: Great Rates
VANCOUVER MORTGAGE BROKER
Vancouver, BC (604)-999-8888
Fast & Friendly. Great Rates.
Call Now To Learn More!
www . mortgage broker in vancouver .com
Learn About Us – See Our Services – Check Our Prices – Call Mark Today
Use capital letters at the beginning of all words. This makes the whole ad look like a headline. Also, you are allowed to use a single exclamation mark in your ad, so use it at the end of your call-to-action.
Also, ensure you use sitelink extensions, and that you use 3+ words in each sitelink instead of one (e.g. Call Mark Today vs. contact). If you show up in the top 1-2 spots these longer sitelinks will stack 2 vertically, in 2 columns – thus making your ad longer vertically. An ad that takes up more screen real estate will take up more awareness above the fold.
Do you see how the above ad works? By focusing on 3 separate 1-2 word phrases you pack a lot into the first line (benefits). The second line is the call to action.
Would you complain if people called you without clicking? That’s called a free lead in my world. Call extensions are such an amazing marketing tool. Use them – your CTR may go up (mine did) because your ad gets bigger, and it looks more legitimate.
Use all of the sitelink extentions that you can (location extension, call extension, callout extension, etc) because it will make your ad look ‘beefier’.
If you want to chat further about this research method or writing high-performing Adwords ads for your mortgage business feel free to visit my website to get my contact information – would be glad to speak further! -www.danhodgins.com
Let’s chat further.
P.S. I would imagine few, if any, of your competitors will use this amount of rigor in their ad research, so you’ll run a better ad, and chances are they won’t copy your exact trigger words because they want to run something different, so you’ll own those words!