Facebook’s business platform has become increasingly sophisticated, giving brands more options and powerful tools to reach new audiences and retarget prospects who have shown interest. Which ad formats you use depend on your marketing goals. Your objective can also affect the placements (Facebook, Instagram, Messenger, Audience Network) where your ads appear. Below we’ll cover different marketing goals and which ads best suit them in the context of real estate.
Traffic and Lead Generation
One of the most common marketing goals is driving traffic to your website. Typically, the idea is to send users to a dedicated landing page and have them take a specific action, such as view a listing, sign up for a newsletter, make an enquiry or participate in another kind of lead generation. The following Facebook ads are useful for this:
● Link click ads – One of the most common Facebook ads, these appear in newsfeeds and the side column of pages. Use link click ads to reach a large target audience and direct them to your external website. They can also generate engagement (e.g. likes, comments, page likes, etc.)
● Video ads – These are essentially another form of the link click ads but feature a video instead of a single still image. The benefit is that they are far more eye-catching and tend to generate more clicks and engagement as a result.
● Boosted page posts – When you boost a post, you set up the target audience and bidding methods and promote a regular Facebook post to expand its reach beyond your followers to other users who may be interested in your services. It’s commonly used to direct people to blogs, Ebooks, listings or any other promotional material.
Depending on the situation, you may use one or a combination of these ads to achieve your marketing objective. It’s often a good idea to do some A/B testing to see which types of ads generate the best results.
Benefits of a Lead Generation Campaign When Selling My Home
1. Avoid disrupting user experience
With Lead Generation Ads, users can submit their information through an auto-filled form without ever leaving the platform. You avoid disrupting the user experience while keeping your lead on Facebook instead of switching from the platform to your website and back again.
2. Made for Mobile
Facebook Lead Generation ads, work best for mobile. Facebook is already set up for mobile users, so you can rest assured that your ads will be too.
3. Data Collection
Lead Generation ads are also beneficial for the advertiser because they capture potential customers’ information without having to create a new landing page or conversion path.
Facebook Lead Ads allows for highly targeted segmentation, like interests, demographics, and more. This means that the leads you generate from your Facebook Ads are already highly qualified for your home.
Use Carousel Ads to Promote Multiple Listings
The carousel ad is another popular type of Facebook ad format. It lets you show up to 10 images and/or videos, links or calls to action in a single ad post. This format is extremely useful for eCommerce advertisers looking to promote multiple products from their store, or in the case of real estate, agencies looking to promote multiple listings from the same area to a specific target audience.
Likes and Engagement for Your Page
There are also specific Facebook ads designed to help increase the number of likes on your Facebook Page as well as increase the reach of your Facebook content. Facebook’s algorithm updates means a post has a typical organic reach of 2-3% of your page followers. These ads help you reach more of your followers as well as attract new ones who may be interested. You can use a photo, video or text post for one of these ads and feature a prominent “Like Page” button as the call of action.
Contact Plezzel Today for Help With Facebook Ads
The digital marketing experts at Plezzel can show you to use Facebook to boost your brand and drive more leads. With more people spending more time on digital channels, now is a great time to build your brand. We’ll come up with the perfect strategy for your agency to best utilise Facebook and achieve your marketing goals. To find out more, please get in touch with the Plezzel team.
If you want to learn more about creating better customer journeys in 2021, download and read our Ebook for Digital Agents today.