1. Define Your Goal
As you begin creating your Facebook ad, you’ll be prompted to choose the objective of your overall campaign. Think about what you really want your ad to accomplish. Here are a few options you’ll have to choose from.
Brand Awareness:
This objective should be chosen if the objective is to have a brand recall driving word of mouth on existing relationships.
Reach:
Not Recommended for Real Estate Business.
- To get better quality, one should add 1 or 2 additional input fields. This will result in increasing the cost per lead but the quality will be better.
Messages:
Not recommended for Real Estate Business. You may try for remarketing campaign.
Conversion:
- This works well for lead generation campaigns .
- Quality of leads is also good but generally the initial cost of leads comes high when the campaign is in the learning phase .
- Important to have all the remarketing pixels in place remarketing audience created to make the most from this campaign type.
- Needless to say , you need to regularly optimise the campaign based on the timely feedback from your sales team.
Product Catalog Sales:
Not for Real Estate.
Store Visits:
Not for Real Estate.
Think about what you really want your ad to accomplish.
2. Ad set Name
Give a name that you can recollect .We suggest give a name as per the audience.
3. Find Your Target Audience
Finding the right Facebook audience is the most important task should be handled carefully. You really need to think about the type of person you’re trying to attract. If you don’t target the correct audience, you’ll be wasting valuable time and money, so it’s important that you take time to think it through.
Create New Core Audience :
Location: Choose wisely, depending upon from where you want leads from.
Age: Choose wisely depending upon the profile of your customer. Generally for affordable or mid size the suggested age is not less than 27 years. For Luxurious Properties or Commercial Properties suggested age is not less than 35 years.
Gender: Important, We don’t want to sound sexist, but Choose wisely, you would know who the decision makers are.
Detailed Targeting:
Demography, Interests, Behavior. There are more than 600 segments available. Spend some time think through.
Custom Audience:
This is where remarketing comes to play a role does the wonder. But for it to bear fruits you need to have your remarketing pixels placed.
Website:
Here You can target people who have visited your landing page.
Custom List:
This is extremely useful, if you have a mobile number email address of people whom you wish to target with your ads.
Video Views:
This is used for remarketing to those people who have watched your
videos in your page or ads.
Lead Forms:
- This works well. Many times someone interacts with the form but does not fill, we can retarget to those sets.
- We can also target those prospects who already are leads, to engage with them & develop the trust may be with some other project later in case the deal didn’t go through.
4. Decide On a Facebook Placements
Automatic Placements:
Use automatic placements to maximize your budget and help show your ads to more people. Facebook delivery system will allocate your ad budget across multiple placements based on where they are likely to perform best. This is advisable in re-marketing campaigns.
This also works fine if you want to pacen up the campaign but it would lead to higher cost per lead.
If you are cost conscious, use this option only for remarketing campaigns.
Manual Placement:
- In this you have better control on the inventories where you want to show ad .
- You should make different ad groups for different placements so that you can measure which placements are giving better results & optimise accordingly.
- Generally Facebook feeds give better results , in some cities & countries Instagram performs better .
- Audience Network works great in remarketing campaigns\
- Messenger platform is also more productive in remarketing campaigns .
5. Budget & Schedule
Enter your daily or lifetime budget, and the time period during which you want your ads to run. These limits mean that you never spend more than you comfortable with. The budget depends on your goal capacity to manage the response.
Budget:
- You should test the campaigns with limited budget before going full throttle. You should test multiple ad sets, multiple placements & multiple audiences before scaling the campaign.
Budget should not be too less that the ads are not rendered at the same
time budget should not be too much that you end up depleting the sum
fast.
- Once you identified the best performing combination then you should scale the campaign looking at your goals, budget & capacity to manage lead flow .
- Optimize the campaign based on the goal
- Don’t choose cost control initially as you might underbid resulting in the campaign not delivering. You may exercise this option once your campaign has a learning .
6. Ad Copy & Ad Creatives
Make sure your copy is consistent with the objective you chose, should be able to attract the attention of the prospect and has a clear Call to Action.
Write a compelling ad copy use any of the below mentioned ad formats .
Traditional Video — Allows you to add a single live-action video. This is strongly recommended for a Brand Awareness Campaign.
Image — Allows you to add a single image.
Slide Show — Allows you to add multiple images that will automatically rotate.
Cost Per Impression:
This is a matrix you must check for brand awareness campaign .
Click Through Rate:
This will give an insight into the quality of the ad & whether it is able to break the clutter .
Cost Per Click:
For obvious reasons, you’ll want your cost to be as low as possible.
Cost Per Landing Page Views:
This metric is important to measure both for Branding & Lead Generation Campaign.
Cost per Video Views:
Very important to monitor for Brand Awareness Campaigns.
Cost per Conversion:
- It is the most Important Metric to monitor.Conversion event is an event that you decide tell to facebook. For Builders/Developers it may be the number of Video Views or Visits to Landing Page or Brochure download etc.
- Generally Real Estate Consultants are more keen in Lead Generation for Lead Generation, number of Lead Generated would be a conversion.
You as a business owner needs to define conversion closely monitor the cost per conversion.
If it a Lead Generation Campaigns it very important to work closely with the sales team take regular feedback .
Based on the feedback, you may need to relook either accelerate the campaign or make changes in either Ad Copy, Audience or Landing Pages fine tune the campaign.
We are confident that if you follow the campaigns as per the checklist, you will be able to save a lot of money drive good Return on your marketing spends.
