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Media and Communications

Facebook Ads for Geographic Farming Landing Pages

Facebook Ads for Geographic Farming Landing Pages

Hi everyone. Today we’re going to be talking about creating a Facebook ad for your Geographic Farming landing page. Facebook is an ideal platform to advertise
home valuations. Your homeowners are certainly on Facebook, but it is a platform and a community with certain expectations. And you need to take
those expectations into account when creating your ad. Here’s the agenda for today’s session. We’ll take a big-picture look at the entire
process including Facebook. We’ll go in-depth on keys to success with Facebook advertising.
We’ll quickly cover what you need in order to create a Facebook ad. And finally we’ll
jump into Facebook Ad Manager, and build out an ad based on what we’ve learned. Your Facebook ad is part of a process that
includes itself, the landing page and of course when you take the relationship offline after
you’ve received the lead. It’s important that you look at this entire
big-picture before writing your text for the Facebook ad. To be successful your ad must get people’s
attention. Facebook users scan their timeline very quickly. Interesting images grab their
attention. Well written headlines grab their attention. You ad must communicate outcome and value.
Because once you’ve gotten their attention you need to build momentum towards them clicking
through to your landing page. Now in this particular example we’ve go there
there’s three things that we’ve done with that headline. We start by setting the stage. “Dramatic changes in home values.” That gets
people to put on the brakes along with the image itself. And it’s true, but then we ask
the question and it needs answering. “What is your home worth?” Now, they may know
that answer already. Maybe they don’t. They may think there’s somewhere else they can
get that answer, but that’s where the third step comes into play. Setting ourselves apart from the competition,
“We’re more accurate than Zillow!” So we’ve gotten their attention. We’ve communicated
outcome and value. Now it’s time we set expectations and next steps. You can see below the image we have four words
that are actually fairly complicated. “Request your free report.” “Request” is important because it sets expectations
for the next steps in the process. The use is getting a sense that they’re going to have
to give something in order to get this home valuation, but two words from there “Free”
they know it’s not going to cost them. So again that, that sentence there is actually
very powerful. “Request” sets expectations that they have to exchange something for this
valuation, but “Free” it’s not going to be money. The last section of text is optional. We’re
taking the opportunity to personalize it by referencing the specific ad this is relevant
or targeted to. We’re also putting in some statistics that are specific to that market,
and then we’re just reinforcing some of the calls to action that we have higher up. So there are a few things that you need before
you start. Of course you need a Geographic Farming landing page, and if you’re watching
this video this is something that you should already have. You need an image, and you need text. We talked
a little about the text already, and we’ll talk about the image a little bit more here
shortly. And you need a Facebook business page. Now
we’re not going to go into great detail here on how to create a Facebook business page.
You can go to http://www.facebook.com/business. The process is very simple. It’s a couple
steps. 5 to 10 minutes – you’ll be all set. Now, let’s jump into Facebook to create the
ad. From your Facebook business page, click “Build
Audience” and select “Use Ads Manager.” Click “Create Ad” in the upper-right hand corner
or at the bottom of the list. The ad we want to create is “Clicks to Website.” Now I would suggest that you actually open
up your landing page in a separate window and copy and paste the URL just to make sure.
But, you can also type it right in. The next step is to click “Upload Image” to
choose an image from our computer. Now you can upload images, you can browse a library
of photos that you’ve already updated – uploaded rather. NOTE: Use “Find Images” to search free stock
photography images from Shutterstock. Facebook recommends 1200 by 628. They’l take
care of the resizing for you. If you happen to not like the way that the image is cropped,
or perhaps you want to crop in closer in a particular area, use “Reposition Images” after
it’s uploaded. There’s not too much on this particular photo
that can be moved back and forth just a little bit. So, I’ll go ahead and leave it in the
center. But you can also resize. Click “Done.” Now if we scroll down to “Text and Links”
the first thing we want to do is associate the correct business page with this ad. If you have more than one business page they’l
appear here in the drop down list. If you only have one, it will automatically be selected
so there’s nothing for you to worry about. So now let’s actually put in the headline
that we talked about earlier. “Request your Free Report.” You can see that appears below
the image here in the “Ad Preview and Placements.” Then we’re going to put in our text. “Dramatic
changes in home values. What is your home worth? We’re more accurate than Zillow.” And
that actually goes above the image. The last bit of text, and again this is optional
is under “Advanced Options,” and it’s the “News Feed Link Description.” We’re not using a button so we’re going to
leave “No Button” there. So in the right hand side you can see a preview
of how your ad will look. Here’s the “Desktop News Feed.” This is how
it will appear for people who are on their home computers whether or not it’s a desktop
or a laptop. If you go down here to “Mobile News Feed”
you can see what your ad will look like on smartphones. And, “Right Column.” Now I’m actually going
to “Remove” Right Column because for me advertising in the Right Column is too much like an advertisement.
I wouldn’t recommend it. So I’m going to go ahead and remove it. I’m going to go back to “Mobile News Feed.”
Now I do want to point out something here real quick, and it has to do with this “News
Feed Link Description.” Something that you’ll notice is that this
“News Feed Link Description” actually gets cut off with a … That’s important to take into consideration,
especially with mobile, because so many people access Facebook with mobile. We’ve made sure that our customizations including
market name and compelling statistic were actually in the first few words. So that they
didn’t get cut off. So let’s scroll down and talk about “Audience.” Now “Audience” is where Facebook really is
powerful. So let’s start with “Locations.” You can do locations by city, and as you type
it will find the city you’re looking for. If you put in a city you can see that it adds
this “+25 mi.” That’s adjustable. If I go over here, and hit this drop down
menu I can choose a different extension – either 10 or 50. Or I can go down to just “San Diego.” Another way that you can specify location
is by zip code. Now I’m not doing San Diego anymore, but that’s a fun zip code. Now you don’t have the same options with zip
code as you do with city name. So if you do by zip code again you can put in a series
of zip codes to hit everything that you’re looking for. For “Age” you want to select what’s your likely
homeowner and possible seller in your market. I don’t know many 13 year old homeowners so
I’m actually going to change this about, lets say “32.” I’m not going to put a cap on it at all, but
I could. Again, I’m just going to leave it blank. So this is everyone above 32 years old. I’m not going to distinguish between “Men”
and “Women.” I’m just going to choose “All.” And really now is where you get into some
of the more optional settings. You can choose “Languages.” You can choose
“Demographics,” “Interest In,” “Relationship Status,” Education Level,” but each one of
these will only further refine you ad. Now, if your ad messaging has some sort of
relationship with one of these demographics then by all means definitely use that to make
your ad much more specific and much more targeted to to the right audience. But, I’m going to leave this open. Same with
“Interests” and “Behaviors.” You can see here on the right-hand side, it’s
actually giving us a preview of what they call our “Reach.” In this particular case Beverly Hills and
San Diego, and let me actually get rid of Beverly Hills here hitting this “X.” So San
Diego, 32 and older, I have a potential reach of 700,000 people. If I added more “Demographics” that number
would go down. So let’s move down to “Campaign and Ad Set.” This “Ad Set Name” is not client-facing whatsoever.
It’s just a way that you can identify this ad from others that you might be running.
You can see that it gives a pretty good description based on the demographics that you’re targeting. I’m not going to change it too much other
than specifying that it’s the “LP-” for San Diego. Now in terms of “Budget.” You have a lot of
different options for budget. You can either pay per day, or in full – what they call “Lifetime”
budget. I’m going to go with “Per Day.” And, I’m actually
going to bump it up just a little bit to $10 per day. I wouldn’t go any lower than $5,
and you can choose to spend as much as you’d like. In terms of “Schedule” I am going to run this
ad continuously starting today because I know that at any point I can go in and put the
campaign on pause or stop it altogether. But you could, if you wanted to run it for
a particular period of time, set a “Start” and “End” date and time. Now “Bidding and Pricing” can be a little
confusing. You have two options. You can optimize your
ad for clicks, or you can optimize your ad for impressions. Now the only difference between the two is
how you pay. With “Optimize for clicks” you pay Facebook
when someone clicks on your link. With “Optimize for impressions” you pay per
1,000 people that see your advertisement. Now the cost for both varies depending on
the market you’re targeting. You can see here in San Diego, for me to show this ad to 1,000
people, its going to cost me $6.08. If I want to pay per click, and I choose “Manual”
it’s going to cost me $0.68. Now if you “Optimize for clicks” and choose
“Automatically optimize…” in addition to paying for the click, you will also pay Facebook
a relatively nominal charge for them to place your ad and change your bids continuously
through the day. Think of it this way. Automatically optimizing
your bids makes sure that your ad is out there when people are on there. If you think of primetime television. There
are times in the day where more people are watching television, and the same is true
on Facebook. These times are more valuable than others,
and therefore the cost of advertising is greater. So if you were to manually set your maximum
bid click there is a chance that during these prime times your ad would not appear because
the amount you said you would pay per click is lower than what everyone else is paying
at that time. So there is a benefit to having Facebook automatically
optimize your bid for you. I’ll make sure that it’s always out there, but again keep
in mind that “Optimize for clicks” and “Automatically optimize…” is going to be the cost of the
click plus the cost of optimization by Facebook. In my case, I’m going go for “Optimize for
clicks” and go “Automatic…” When you click on “Place Order” you get this
confirmation screen, and you ad gets added to a queue. You’ll actually be notified when
the ad has been approved. That concludes our training video. Thank you
for your time. If you do need help or have any questions
please email us: [email protected] Thank you!

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