How to Run More Effective Facebook Ads


FACEBOOK ADS
have changed dramatically over the past few years, but they are still one of the best tools brokers have for targeting their key audience, building brand recognition and generating leads. Here are a few steps that can make a big difference and make your Facebook ads more effective. 

Utilize audience insights

Why guess who your target audience is on Facebook when you can look at your insights inside the Ad Manager. Your audience insights are extremely helpful because it gives you some important demographics of people who are most engaged with your page: age, location, gender, occupation, and other pages they like.

This is extremely valuable because one of the most important things you can do to improve your effectiveness with Facebook ads is to target your warmest audience possible; the audience who is most likely to engage with you. 

To access your insights, go to:

  1. Facebook.com/ads/manage.
  2. Click on the menu at the top left and click Audience Insights (You may have to toggle “All Tools” at the bottom of the menu.

If you’ve ever run a Facebook ad or boosted a post and have had kind of “so-so” results, it may because you were targeting too broad of an audience. I highly recommend looking at your audience insights to really get a sense of who the type of people that are interacting with you the most already on Facebook. 

Create custom audiences

Along with targeting warm audiences, create custom audiences. One of the best custom audiences you can create is one generated from your own database. When you run ads to people who already know, like and trust you, they are more likely to tag their friends in your ads, share your post or like or comment. 

If you have never done this before, you will need to first export your database into an Excel spreadsheet.

  1. Save the exported file as a .csv file.
  2. Go to Facebook.com/ads/manager.
  3. Click on Audiences.
  4. Click on Custom Audiences.
  5. Click Customer File—from here you can upload your list.

If you don’t have a list, you can still create custom audiences. Other great audience options include:

  • People who have engaged with you on Facebook
  • People who have engaged with you on Instagram
  • People who have watched 25% or more of your videos

Now, when you boost posts or run Facebook ads, you can choose your custom audiences as part of the targeting.

Run awareness campaigns

Many real estate professionals run conversion-only ads and solely focus on lead conversion. There is nothing wrong with running conversion ads, but if a lead doesn’t know who you are, they are less likely to convert into a lead. For example, if you see an ad in your Facebook Newsfeed and you aren’t familiar with the brand or company, are you likely to click on the ad, much less give your name or email? For many of us, the answer is no.

You might be spending a lot of money on ads that are solely focused on conversion when a more effective approach might be to run an awareness campaign. 

Boosted video posts are an effective example of ways to run an awareness campaign. They help your audience better connect with you. It is especially effective to run video ads with captions. There are many options available, but I use Rev.com to caption all of our videos. 

Remember, when it comes to marketing, you are leaving digital bread crumbs and creating familiarity. People have to see you over and over again to help build a know-like-trust factor.

Use landing pages

So often, brokers run Facebook ads that don’t point anywhere. If you are running ads for the purpose of lead conversion, you have to point people to some sort of landing page. LeadPages.net is one of many examples of a simple, drag and drop tool. You can use these tools to create something quickly and easily that looks on-brand and collect names and contact information.

A landing page is distincly different than just pointing leads to your website. A landing page gives your leads a clear place to input their name and email address and gives you the flexibility to focus your campaigns.

Boost From Desktop

If you boost a post from your phone or your mobile device, you can only select one audience. Whereas, you can pick multiple audiences when posting from a desktop or a laptop.

PICK striking imagery

Your Facebook ads have to have great photos to really become ‘thumb-stopping’ in the Newsfeed. Personally, I feel like your own photos are best but if you’re looking for great stock photos that aren’t generic or cheesy, I love using Unsplash.com (they also have a fantastic mobile app). Whatever site you use, look for beautiful imagery that will make your Facebook ads stand out. 

BONUS TIP: You don’t always need to blast your logo and branding over every single image—it looks like an ad and one of the features of a great ad is when it does not look like an ad. 

BONUS TIP #2: Use imagery that contains the colors of your brand. It is easy to be consistent with your brand without necessarily having to splash your logo on every piece of content.

Less is so much more

Lastly, keep your message short and simple and don’t give everything away. Leave out some key piece of information, like the price or location of a listing, to create a point of engagement.

Looking to downsize? I can help! Check out this darling home coming on the market soon. Message me if you’d like to be on the list to be contacted as soon as this hits the market!

This ad works well because you’ve made it about your audience, not you. Plus, you are providing information for them in a fun and curious way. We all want to be “in the know!”

When done correctly, Facebook ads can be a great way to increase your brand exposure, market yourself and generate leads. Focus on all of the details in this article to make your Facebook Ads much more effective and profitable!


Katie Lance is the author of #GetSocialSmart and founder and CEO of Katie Lance Consulting, a social media strategy firm.  For more information, please go to http://getsocialsmart.com and use the promo code WAREALTOR to save $30 off your monthly membership in to the academy.
 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

This ad works well because you’ve made it about your audience, not you. Plus, you are providing information for them in a fun and curious way. We all want to be “in the know!”

When done correctly, Facebook ads can be a great way to increase your brand exposure, market yourself and generate leads. Focus on all of the details in this article to make your Facebook Ads much more effective and profitable!

 

 

 


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