Facebook Advertising for Real Estate Professionals

Facebook Advertising for Real Estate Professionals

THE POWER OF FACEBOOK ADVERTISNG

-  1 BILLION TOTAL MONTHLY USERS

-  58% OF USERS RETURN DAILY

-  AVG TIME ON SITE IS 6:35, DOUBLE GOOGLE’S

-  600M MONTHLY MOBILE ACTIVE USERS

-  REACH THE RIGHT PEOPLE EFFICIENTLY: FACEBOOK’S

TARGETING ACCURACY 94% (THE ONLINE AVERAGE IS

27%)

-  OVER 3,200,000,000 LIKES AND COMMENT EVERY DAY

IN THE WORLD

-  ENGAGE ACROSS PLATFORMS TO REACH PEOPLE

WHEREVER THEY ARE

-  THERE IS AN 8X+ ENGAGEMENT FOR PAGE POSTS IN

THE NEWS FEED

ENGAGEMENT = LIKES + COMMENTS + SHARES

-  31% GREATER BRAND AWARENESS WHEN

ADVERTISING ON FACEBOOK

-  DRIVE OFFLINE SALES: 70% OF ADVERTISERS 3X

GREATER ROI

HOW CAN FACEBOOK ADVERTISING WORK FOR YOU?

•  PROMOTING PERSONAL PAGE POSTS

•  ADVERTISING EXTERNAL WEBSITES ON FACEBOOK

PROMOTING PERSONAL PAGE POSTS

GET YOUR FRIENDS TO SEE AND ENGAGE WITH

YOUR IMPORANT MESSAGES

1. FROM THE NEWSFEED

OR TIMELINE, CLICK

PROMOTE BELOW

SOMETHING YOU’VE

POSTED

2. ADD OR CHOOSE PAYMENT METHOD

3. CLICK PROMOTE

YOU’LL RECEIVE A

NOTIFICATION WITH YOUR

RECEIPT AND YOUR POST WILL

BE LABELED SPONSORED

DECIPHERING METRICS

REGULAR VIEWS: PERCENTAGE OF TIMES SOMEONE SAW YOUR

POST ORGANICALLY

PAIDS VIEWS: PERCENTAGE OF TIMES SOMEONE SAW YOUR POST

DUE TO PROMOTION

Q. WHO CAN SEE MY PROMOTED POST? PROMOTING A POST DOESN’T CHANGE WHO CAN SEE IT, IT MOVES IT HIGHER IN THE NEWS FEED SO YOUR CONNECTIONS ARE MORE LIKELY TO SEE IT.

Q. HOW LONG WILL IT TAKE FOR MY POST TO BE PROMOTED? YOUR POST WILL START SHOWING UP HIGHER IN THE NEWS FEED AS SOON AS YOU FINISH PROMOTING IT.

Q. CAN I UNPROMOTE A POST? YOU CURRENTLY CAN NOT UNPROMOTE A POST. YOU WILL HAVE TO DELETE THE POST FROM YOUR TIMELINE.

Q. WHERE IS MY PAYMENT HISTORY? 1. GO TO ACCOUNTS IN THE TOP RIGHT HAND DROP DOWN – CLICK ACCOUNT SETTINGS 2. CLICK PAYMENTS IN THE LEFT COLUMN 3. CLICK VIEW NEXT TO PURCHASE HISTORY

Q. CAN MY PROMOTED POST BE DENIED? YES, IF THE IMAGE YOUR PROMOTING HAS OVER 20% COPY ON IT. KEEP IMAGE COPY TO A MINIMUM.

ADVERTISING AN EXTERNAL WEBSITE

FACEBOOK ALLOWS USER TO ADVERTISE

MESSAGING THAT CLICKS THROUGH TO

EXTERNAL WEBSITE SUCH AS:

-  TOWN REPRESENTATIVE PAGE

-  OPEN HOUSE SCHEDULE

-  SPECIAL EVENTS PAGES

CREATING THE AD

FIND ‘ADVERTISING’ IN THE TOP

RIGHT HAND DROPDOWN

CHOOSE A DESTINATION URL

ENTER IN URL – WEEKEND OPEN HOUSE

THE AD WILL AUTO FILL WITH COPY FROM THE

WEBSITE. IT IS BEST TO ADJUST COPY WITH BEST

PRACTICES IN MIND.

FACEBOOK AD COPY BEST PRACTICES

HEADLINE: 25 CHARACTERS

- THE HEADLINE SHOULD GRAB THE AUDIENCES

ATTENTION AND TELL THEM WHAT YOUR AD IS ABOUT

BODY TEXT: 90 CHARACTERS

- TELL PEOPLE ABOUT THE URL AND WHAT IS BEING

PROMOTED. INCLUDE A CALL TO ACTION.

FACEBOOK AD IMAGE BEST PRACTICES

-  CHOOSE AN IMAGE THAT IS RELEVANT TO THE URL

-  EYE CATCHING AND VISIBLE WHEN SMALL

-  RECOMMENDED SIZE: 292 X 154 PIXELS

-  FACEBOOK WILL RESIZE IMAGES IF LARGER OR

SMALLER

-  IMAGE MUST BE AT LEAST 120 X 120 PIXELS

THE AD CAN ONLY BE PLACED IN THE RIGHT COLUMN

UNLESS IT IS CONNECTED TO A BUSINESS PAGE

FACEBOOK TARGETING OPTIONS ONE OF THE GREATEST BENEFITS TO ADVERTISING ON

FACEBOOK IS THE EXTREMELY SPECIFIC TARGETING OPTIONS

CREATING YOUR AUDIENCE

BASIC TARGETING OPTIONS:

-  LOCATION

-  AGE

-  GENDER

INTEREST TARGETING

1.  PRECISE INTEREST TARGETING

TARGETS PEOPLE WHO HAVE SHARED INTEREST ON

FACEBOOK PAGE

WHEN TO USE? WHEN TARGETS ARE EXTREMELY DETAILED

2. TOPIC TARGETING*

COMBINE OVERLAPPING PRECISE INTERESTS TO

ENABLE EASIER TARGETING

WHEN TO USE? IF YOUR IDEAL AUDIENCE HAS A SET OF

INTERESTS, THIS IS A SIMPLE WAY TO REACH WITHOUT

SELECTING EVERY RELEVANT KEYTERM *SUGGESTED METHOD OF TARGETING

3. BROAD CATEGORY TARGETING

COMBINES INTERESTS AND OTHER PROFILE CONTENT

USERS HAVE SHARED TO CREATE HIGH-LEVEL GROUPS

WHEN TO USE? IF YOU WANT TO REACH A RANGE OF

PEOPLE WITH SIMILAR CHARACTERISTICS

ADVANCED TARGETING OPTIONS:

-  EDUCATION

-  WORKPLACE

-  INTEREST IN

-  RELATIONSHIP STATUS

CAMPAIGN NAME, PRICING & SCHEDULING

•  SET UP THE ACCOUNT IF YOU ARE A FIRST TIME ADVERTISER

•  CAMPAIGN NAME: DATE AND DESCRIBE TO KEEP AD PORTAL

ORGANIZE

10/4 – 45 TUDOR OPEN HOUSE 1

BUDGET: SET DAILY OR FOR LIFETIME OF

CAMPAIGN

DAILY: BUDGET IS

SPENT PER DAY

LIFETIME: BUDGET IS SPREAD OVER SET CAMPAIGN

LIFE

- ALLOWS YOU TO CONTROL SPEND AND ADJUST THE BUDGET DEPENDING

ON THE GOALS IE SPEND MORE PER DAY AS THE AN OPEN HOUSE

APPROACHES

- FACEBOOK DEPLETES BUDGET OVER TIME, ADVERTISER CAN ONLY MAKE

ADJUSTS TO TOTAL BUDGET, NOT DAILY.

SCHEDULE THE CAMPAIGN

RUN CONTINUOUSLY: THE AD WILL BEGIN RUNNING

IMMEDIATELY AND END WHEN PAUSED

SET A START AND END DATE: THE AD WILL RUN FROM

THE EXACT TIME AND DATE THAT IT IS SET

PRICING MODELS

OPTIMIZE FOR CLICKS:

1. FACEBOOK WILL OPTIMIZE FOR CLICKS

2. MANUALLY SET CPC (cost per click) BID

OPTIMIZE FOR IMPRESSIONS:

1. FACEBOOK WILL CHARGE FOR EVERY 1000

IMPRESSIONS

BIDDING MODELS – WHICH IS RIGHT FOR YOUR AD?

CPC IS SUGGESTED AS CPM MODEL ONLY

GUARENTEES IMPRESSIONS, NOT CLICKS. PAYING FOR

THE CLICKS ENSURES ROI ALONG WITH

IMPRESSIONS.

FACEBOOK OPTIMIZED CPC IS THE EASIEST WAY TO

ENSURE THE CAMPAIGN WILL CONTINUE TO RUN.

SETTING THE CPC LIMIT REQUIRES ADVERTISER TO

MONITOR BID TO CONTINUE DELIVERY.

ENTER PAYMENT INFO IF NEEDED

REVIEW ORDER AND PLACE

THE AD PORTAL WILL REDIRECT TO THE STATS PAGE,

AD WILL BE WAITING FOR APPROVAL

AD APPROVAL USUALLY TAKES AN HOUR OR SO

WHEN WILL YOUR AD BE DENIED?

-  IF THE IMAGE HAS OVER 20% TEXT LIKE THE

PROMOTED POSTS

-  IMAGES FOR EXTERNAL ADS ARE SMALLER SO HAVE

LITTLE TO NO TEXT DUE TO THE SIZE

CONSTRAINTS

A/B TESTING ADS CAN BE TESTED FOR TARGETING COMPARISONS OR COPY AND IMAGE TESTING WHEN SHOULD A NEW CAMPAIGN BE CREATED? -  TARGETING TESTING

WHEN SHOULD A NEW AD IN THE SAME CAMPAIGN BE CREATED? - COPY AND IMAGE TESTING

TESTING EXAMPLE: CREATE A SIMILAR AD

CURRENT TARGETING AND IMAGE/COPY CAN ALSO BE

EDITED FROM THIS PORTAL

TESTING EXAMPLE: CREATE A SIMILAR AD

ADJUST THE TARGETING TO TEST PEOPLE WHO LIVE

IN A 25 MILE RADIUS IN NYC AND ARE 30+

TESTING EXAMPLE: SELECT CREATE NEW CAMPAIGN

USE A SIMILAR NAME THAT IS DESCRIPTIVE – 10/4 45

TUDOR CITY – OPEN HOUSE – NYC TARGETING

TWO CAMPAIGNS NOW EXIST

TESTING EXAMPLE: NEW IMAGE IN SAME CAMPAIGN

CREATE SIMILAR AD

TESTING EXAMPLE: REPLACE IMAGE WITH NEW 292 X

154 IMAGE

TESTING EXAMPLE: PLACE ORDER USING EXISTING

CAMPAIGN

TESTING EXAMPLE: ORDER HAS BEEN PLACES

TESTING EXAMPLE: CHANGE AD NAME TO OPEN

HOUSE IMAGE 2

TESTING EXAMPLE: BOTH ADS NOW EXIST WITHIN

THE SAME CAMPAIGN

FACEBOOK WILL AUTOMATICALLY OPTIMIZE ADS

WITHIN A CAMPAIGN DEPENDING ON WHICH IS

PERFORMING BEST

DECIPHERING METRICS

CAMPAIGN REACH: THE NUMBER OF UNIQUE PEOPLE

WHO SAW YOUR AD

DECIPHERING METRICS

FREQUENCY: AVG NUMBER OF TIMES ONE PERSON

SAW THE AD

CLICKS: TOTAL NUMBER OF CLICKS ON AD

IMPRESSIONS: TOTAL NUMBER OF TIMES AD WAS

DISPLAYED

CTR: (CLICK-THROUGH-RATE) CLICKS DIVIDED BY

IMPRESSIONS

CPC: COST PER CLICK

CPM: COST PER 1000 IMPRESSIONS

ANY QUESTIONS?

CONTACT INFORMATION:

EMILY BIBEAULT

EMILY@NYLMEDIA.COM

212-355-9090 X227