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
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