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How A Church Of 150 Spent $109 On Facebook Ads And Got 241 New Visitors | Pro Church Daily Ep. #087

How A Church Of 150 Spent $109 On Facebook Ads And Got 241 New Visitors | Pro Church Daily Ep. #087

– Today on Pro Church Daily,
we’re talking about how a church of 150 spent
$109 on Facebook ads, and got 241 new visitors. – Well, hey there, and
welcome to Pro Church Daily, the show where in 10 minutes or less, you’ll get your daily
dose of tips and tactics to help your church share
the message of Jesus, while we navigate the biggest
communication shift we’ve seen in the last 500 years. I’m your host, Alex Mills,
and I’m joined, as always, by the boss man, it’s Brady Shearer. And today, we’re talking about
how a church of 150 people spent $109 on Facebook ads,
and got 241 new visitors. – This is an email I got from
a member of Pro Church Nation, and I will read it out to you directly. It says, “Hi Brady and the
team, just wanted to update you “after using your guide on Facebook ads. “For an Easter event we ran
in our South London church “of 150 last week for Palm Sunday. “We ran two services, and
our attendance increased “to 446 people.
(co-host laughs) “But the important measure
is that we had 241 visitors, “as some church team
attended both services, “which skew the numbers
slightly, but right around 241. “As you can see from
the advertisement below, “the event was called Farm in the Church, “and we had an indoor
farm for Palm Sunday, “and utilized our connection,
one of our church members “is a well-known British
face, former pop band member, “now farmer, and TV presenter,
which certainly helped.” “We think that, as an estimate, 40 to 50% “of our visitors came via the Facebook ad. “Undoubtedly, some came
through invitations personally. “Here’s the link to our landing page.” And then there’s some data on here. Clicks to the website, 280. Cost per click, about 38 cents. Total cost, $109. Targeting everyone, 18 to 65 years old within our geographical location, give or take five miles of the church. “Hope you are encouraged. “Brady, we are so excited with the impact. “We did a big push for
people to come back to church “for Easter Sunday this
week, and sign-ups, “and a cinema ticket giveaway. “Thanks, and God bless, from Johnny.” – Wow. – So, pretty exciting. – Yeah, I wouldn’t even know what to do with that many visitors. – Yeah, it seems like
too much of a good thing. – Yeah. – We want to talk about Facebook ads, because Facebook ads present to us, the single best promotion
and advertising platform that has ever existed in human history. There’s three reasons for this. One, simply put, the
attention is unmatched by any other platform, ever. Seven out of every 10 American adults is active on Facebook. More than a billion users,
and it’s not just America, for instance, that case
study was from Britain. – Yeah. – From London. And it works everywhere. So, that’s the first thing. You’ve got huge attention. This is why Facebook is superior to radio, and a billboard, for instance. And there are other reasons,
but this reason alone, shows why it’s vastly superior. There’s just more people. – Yeah. – Second reason, is
that it’s under-priced. I was talking with a
church of about 70 people, rural church, he said he spent
about $5,000 on a billboard. $5,000 on a billboard,
that’s a church of 70. This church spent $109 on Facebook ads. The under-priced amount of
Facebook ads is drastic, when you compare it to
traditional advertising. – Yeah. – Billobards, radio,
video, print mail-outs, whatever it might be. Facebook ads is just so,
so much more affordable. Third, and final reason, has to do with the digital nature of Facebook. If you print out a mailer and send it out, you get one shot, and if
you call your pastor’s wife Derby, instead of Debby, real example. – Yes. – That’s what you do. – Yeah. – And you introduced to the neighborhood, as Pastor Derby. – Yeah, that’s real life.
– That’s how it is. With Facebook, like all digital, if the creative isn’t
working, swap it out. – Yeah. – You can run multiple creatives at once. – Of course.
– A, B test. Compare it, and this
allows, if you mess up, or if you screw up, which you will, because it’s a giant platform, it takes a little bit to learn, you can change and adjust on the fly. Print is permanent, digital is not. So, how can you do this
in your own church? There’s three simple steps
to making this happen. This individual from Pro
Church Nation, Johnny, was inspired by a guide
that we put together, of another church. – Right. – And that guide, similarly, was called, “How a church of 120
spent $78 on Facebook ads, “and got 47 new visitors”. That was an American church. We have made that PDF
download available for free. In the show notes, no opt-in required, just click on the link, you
can access the full PDF. It’s in the show notes. Click it, access it, read through it. Three steps to making this
happen at your church. Step number one, you don’t want to promote your church service. This is the key. What did Johnny and his team do? They promoted Easter on
the Farm, farm at church. – Yeah. – Farm and Easter at the church farm. – There’s a farm inside of our church. – It wasn’t just a regular service. – Yeah. – And the reason for this,
is to make this work, you need to stop the scroll. You got to understand, with Facebook, unlike with Google search, people are not searching for your church. They’re scrolling through their feed, learning about cat videos,
and then your event pops up. It’s naturally disruptive and annoying. – Yeah. – You need to promote an ad
where you find the intersection between what your church
can offer the world, and what your audience would value. Generally, in church,
there’s an intersection in three different areas. In order of best use,
you’ve got parenting, Easter on the Farm. – Yeah. – You’ve got marriage. You’ve got finances. Three areas everybody cares about, everyone knows is
important, and three areas where the church can uniquely speak into, offering Biblical wisdom that
Jesus demonstrated through us, through the scriptures. – Yeah. – So, you want to promote
an event, a special event, that isn’t just come to church, because as someone’s scrolling
through the Facebook feed, that’s disruptive and annoying, and they don’t want to attend your church. You’ve already lost. That’s the first step. – OK. – Step number two, targeting. You want to target those, let’s say this, Facebook has crazy targeting. – Yeah. – And you can do so much. I want to keep it basic to start. You can get more advanced
as you do more Facebook ads. Start with targeting those
who are 18 to 65 plus, within let’s say, 10 miles of your church’s geographic location. So, the target people
that are close enough to your church, that they
would be willing to drive. And then the third step, is that you need a
landing page with a form. So, when you are creating a Facebook ad, you’re creating a link
on Facebook, essentially. There are other ways that you can do this, the most powerful is
still creating a link, where someone clicks on the link, and they are redirected to another page, a page on your website. So, you can build it with Nucleus, you can build it with, hopefully, any church website builder. – You can build them with
Mail Chimp now, for free. They do landing pages for free. – That’s true. You can build one
directly with Mail Chimp. And the reason Mail Chimp does it, and this is important to
the page you want to build, is you want to have a form on there, to capture the information. And this is how you
track your Facebook ads, to see how well they’re working. So, let’s say you have 100 click throughs from your Facebook ad, to
your landing page with a form, and that form is basically
you saying, “Hey, “we’re hosting Easter on the Farm.” “We’d love to host your family for free. “Fill out the form below, and
you’ll be our special VIP.” Give them an incentive to fill it out. “You’ll be our special
VIP, and when you arrive, “we’re gonna give your
kids a free grab bag, that is normally five
dollars, or something.” – Yeah. – Now, there’s an incentive
to fill the form out. Let’s say, 50 of the 100
people that visit that page, or 40, you know, anywhere
between, anywhere above 25% is a good conversion rate for this type of Facebook ad platform strategy. Fill out the form. And now, you know how
many people are expected, or willing, or hopeful, that they’ll come on that special event day. – Yeah. – You can trigger a follow-up sequence. You could give them a call the day before. There are so many different things that you can do here to make it better. But, that is the simple
three step process. Step one, you want to create an event, sponsor an event, not church-related, the intersection between
what your church can offer and what an audience would value. – Right. – Step number two, target those within a 10 mile geographic radius. Radius, radius? – Yes.
– Of your church. I wanted to say radians. And then step three,
create a landing page, with a form, where you can track sign-ups. 25% or above is a great sign-up rate. Trigger a follow-up sequence, and follow-up with those people. Then they come to your church, and then your church follow-up sequence can take it from there. – Yeah, and you know what’s interesting about this Facebook ad strategy, and I learned this myself by
going through some of these free case studies that we have, is that a lot of these strategies, like, all three of these steps, are a little bit counter-intuitive. Like, at least for me. Like, I would think, “Oh, I’m
gonna advertise my service. “So, I’m gonna like use our
sermon graphic as the ad.” Well, no, don’t do that. – Grave digger. – Yeah, don’t do that. And then, I get to step two. And you say, you know, target
within a 10 mile radius. My intuition would say,
“Oh, let’s, you know, “spread this radius as wide as it can get, “and target everybody so I
can have a bigger radius, “and I’ll reach more people.” No, like you said, target the
people within a small radius, that are actually gonna, like, walk to your church, or
drive to your church. – And one side note to that is, it’s completely dependent on
if you’re in rural or urban. – Right. – So, if you’re in Manhattan, a 10 mile radius would not be good. – Yeah. – And if you are in,
you know, rural Montana, it might need to be more than 10. You know, urbanites in Manhattan, are used to walking a block or two. Maybe ruralites, in Montana, are used to driving 30 minutes at least. – Yeah. – So, that can vary, but
it’s a good starting point. – Yeah, and then having
a specific landing page is just smart, like you know,
when I first started making Facebook ads, I’m like, “Oh, you know, “I’ll just visit website, and
they’ll land on our home page, “and see our website.” – Don’t send them to your home page. – No, like, have a landing
page so that they can take a call to action, you
can capture their data, and connect with them, and
facilitate a next step, so that you actually find
them visiting your church. But, the thing that gets
me about Facebook ads, it’s the return on investment. For the price that you’re gonna spend, it’s unlike anything else. It really, really is.
– Yeah. – And now’s the time, you know. It’s never been easier
to target the people who need to be in your church, and so, I think that these steps are really gonna help
people take action on them. – We love hearing case studies like this, so, if it’s about Facebook ads, or anything that you have put into action. – Yeah. – This stuff works. I receive DMs all the time. “Oh, I tried this thing
that you said on Instagram.” “And it worked.” And I was like, of course it worked. – Yeah. – What do you think, that I’m
just making this stuff up? And so, we love to hear your case studies, and share them, because
it really gives confidence to other churches, like wait, this stuff actually does work, maybe I can use this to convince my senior
leadership to take a step. And then once something works,
that’s what’s so powerful, then you’re like, wait. Like, when I first made a dollar online, I was like, if I can make one, why can’t I make a billion. – Yeah.
– Probably not a billion. – But I can make two. – But sometimes you just need
to like break that barrier. – Yeah. – You know, you break
that four minute mile, and somebody, everyone else is. You just got to have that belief, first. So, send us a case study, and if you’re listening or watching, make sure to download this case study, linked in the show notes. That’ll do it for this
episode of Pro Church Daily. We’ll see you tomorrow. Hey, thanks for watching today’s episode of Pro Church Daily. Make sure to subscribe to this channel, so you never miss another video. – And if you liked this episode, why don’t you go ahead
and hit that like button? – Thanks for watching,
we’ll see you tomorrow.

7 thoughts on “How A Church Of 150 Spent $109 On Facebook Ads And Got 241 New Visitors | Pro Church Daily Ep. #087

  1. Hey guys, any insights on how to best target your audience beyond the distance to location? How do you incorporate or discern interests and other demographic data?

  2. Regarding targeting a landing page on click through – have you spoken on reluctance to leave the FB ecosystem? I'm among those who hate being taken off of site. Even from legit sources, there's a bit of a risk there for whomever is clicking through. And since you are advertising to people outside your circle primarily, you don't have an established level of trust. Maybe I'm just too cautious or untrusting, but I think it's worth considering. So I've been utilizing FB Events as my landing rather than off site onto the church's web site. I do certainly include that info on the Event page though so they can easily click through if they choose. But that way they're in control of leaving the FB ecosystem.

  3. Alex talks about what he would do before learning this, and I was like "….uhhhh I do all of that." Thanks for the practical tips and not making us feel stupid for doing what seems natural, even though it might not be what works.

  4. I can confirm that FB is the best way to advertise. We've almost abandoned every other strategy and poured our money into FB instead – the only exception is sometimes ordering road signs. This Easter we saw an increase from 230 (average attendance) to over 650. Obviously some of that has to do with the fact that it was Easter (we promoted a massive egg hunt), but it also shows that Facebook advertising reaches way more people than any other media.

  5. Hey Brady and Alex! You guys are redeeming yourselves in the eyes of we old folks! Great pod cast and challenge to those of us over 55. Much of what you say can be applied to people of all generations. The saying that you are looking for is "Necessity is the mother of invention." I still want to hear that sermon series called "Grave Digger". Thanks again guys for a great podcast! Looking forward to tomorrows. Your friendly Jurassic fossil, Bill

  6. I have had great results with FB targeted ads too. Not as great 241 but my event was not huge. But per dollar it is normally the best advertising we do.

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