Your mortgage company may have asked you to review its mortgage ads that the company intends to post on internet searches using Google AdWords. You will be asked to review the four lines of the ad as well as the landing page linked to such ad.
Here’s how your review process should work:
- Make sure that your ad is not confusing, unfair or deceptive?
- Review the landing page that your company intends to link to the advertisement
- Make sure all required Regulation Z disclosures are present in the Ad (APR must be in the ad if interest rate is in the ad)
- Make sure all needed licensing disclosures are in the advertisement (landing page is fine)
- Again, be careful about UDAAP – if the advertisement shows a Low interest rate and it’s an ARM – be very careful – make that clear in the Ad itself or immediately clear in the landing page.
First you will notice that there are four lines to each ad and you have a limited number of characters per line. You will be bidding on certain search terms to have your ad shown in the results of certain searches made on Google. The ads show both in the exclusive Ads area at top of the search results as well as in the Ads column at the right of the search results page.
If you are looking for samples of these AdWords ads for mortgage loans, simply type in a relevant search in Google. For example, I typed in “mortgage rates” and found this ad. Mortgage lenders who want to get into this advertising space typically hire a web media consultant in their Marketing Department to run these campaigns and to design and coordinate relevant landing pages where the consumer can submit a loan inquiry form including this contact information.
Be careful about not using trademarked terms, other mortgage lender’s names, etc in your ads. Your competitors monitor for this type of misuse of their company name and trademarks so it’s good to avoid this practice. Note that it’s a different story if using the trademark or company name as search terms. Consult your attorney to learn more about these issues if conflicts or challenges come up from your competitors.