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Facebook Advertising for Real Estate Professionals

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Explore strategies for creating unique and engaging ads, maximizing ROI and drive traffic from Facebook to your personal blog or website. Key takeaways will include: identifying your target audience, best practices for Facebook ad copy and imagery, advantages of different types of Facebook ads.

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Facebook Advertising for Real Estate Professionals

  1. 1. Facebook Advertising for Real Estate Professionals
  2. 2. 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%)
  3. 3. -  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
  4. 4. -  31% GREATER BRAND AWARENESS WHEN ADVERTISING ON FACEBOOK -  DRIVE OFFLINE SALES: 70% OF ADVERTISERS 3X GREATER ROI
  5. 5. HOW CAN FACEBOOK ADVERTISING WORK FOR YOU? •  PROMOTING PERSONAL PAGE POSTS •  ADVERTISING EXTERNAL WEBSITES ON FACEBOOK
  6. 6. 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
  7. 7. 2. ADD OR CHOOSE PAYMENT METHOD 3. CLICK PROMOTE YOU’LL RECEIVE A NOTIFICATION WITH YOUR RECEIPT AND YOUR POST WILL BE LABELED SPONSORED
  8. 8. DECIPHERING METRICS REGULAR VIEWS: PERCENTAGE OF TIMES SOMEONE SAW YOUR POST ORGANICALLY PAIDS VIEWS: PERCENTAGE OF TIMES SOMEONE SAW YOUR POST DUE TO PROMOTION
  9. 9. 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.
  10. 10. 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.
  11. 11. 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
  12. 12. CREATING THE AD FIND ‘ADVERTISING’ IN THE TOP RIGHT HAND DROPDOWN CHOOSE A DESTINATION URL
  13. 13. 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.
  14. 14. 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.
  15. 15. 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
  16. 16. THE AD CAN ONLY BE PLACED IN THE RIGHT COLUMN UNLESS IT IS CONNECTED TO A BUSINESS PAGE
  17. 17. FACEBOOK TARGETING OPTIONS ONE OF THE GREATEST BENEFITS TO ADVERTISING ON FACEBOOK IS THE EXTREMELY SPECIFIC TARGETING OPTIONS
  18. 18. CREATING YOUR AUDIENCE BASIC TARGETING OPTIONS: -  LOCATION -  AGE -  GENDER
  19. 19. INTEREST TARGETING 1.  PRECISE INTEREST TARGETING TARGETS PEOPLE WHO HAVE SHARED INTEREST ON FACEBOOK PAGE WHEN TO USE? WHEN TARGETS ARE EXTREMELY DETAILED
  20. 20. 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
  21. 21. 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
  22. 22. ADVANCED TARGETING OPTIONS: -  EDUCATION -  WORKPLACE -  INTEREST IN -  RELATIONSHIP STATUS
  23. 23. 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
  24. 24. BUDGET: SET DAILY OR FOR LIFETIME OF CAMPAIGN DAILY: BUDGET IS SPENT PER DAY - ALLOWS YOU TO CONTROL SPEND AND ADJUST THE BUDGET DEPENDING ON THE GOALS IE SPEND MORE PER DAY AS THE AN OPEN HOUSE APPROACHES LIFETIME: BUDGET IS SPREAD OVER SET CAMPAIGN LIFE - FACEBOOK DEPLETES BUDGET OVER TIME, ADVERTISER CAN ONLY MAKE ADJUSTS TO TOTAL BUDGET, NOT DAILY.
  25. 25. 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
  26. 26. 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
  27. 27. 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.
  28. 28. ENTER PAYMENT INFO IF NEEDED
  29. 29. REVIEW ORDER AND PLACE
  30. 30. THE AD PORTAL WILL REDIRECT TO THE STATS PAGE, AD WILL BE WAITING FOR APPROVAL
  31. 31. 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
  32. 32. 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
  33. 33. TESTING EXAMPLE: CREATE A SIMILAR AD CURRENT TARGETING AND IMAGE/COPY CAN ALSO BE EDITED FROM THIS PORTAL
  34. 34. TESTING EXAMPLE: CREATE A SIMILAR AD ADJUST THE TARGETING TO TEST PEOPLE WHO LIVE IN A 25 MILE RADIUS IN NYC AND ARE 30+
  35. 35. TESTING EXAMPLE: SELECT CREATE NEW CAMPAIGN USE A SIMILAR NAME THAT IS DESCRIPTIVE – 10/4 45 TUDOR CITY – OPEN HOUSE – NYC TARGETING
  36. 36. TWO CAMPAIGNS NOW EXIST
  37. 37. TESTING EXAMPLE: NEW IMAGE IN SAME CAMPAIGN CREATE SIMILAR AD
  38. 38. TESTING EXAMPLE: REPLACE IMAGE WITH NEW 292 X 154 IMAGE
  39. 39. TESTING EXAMPLE: PLACE ORDER USING EXISTING CAMPAIGN
  40. 40. TESTING EXAMPLE: ORDER HAS BEEN PLACES
  41. 41. TESTING EXAMPLE: CHANGE AD NAME TO OPEN HOUSE IMAGE 2
  42. 42. TESTING EXAMPLE: BOTH ADS NOW EXIST WITHIN THE SAME CAMPAIGN FACEBOOK WILL AUTOMATICALLY OPTIMIZE ADS WITHIN A CAMPAIGN DEPENDING ON WHICH IS PERFORMING BEST
  43. 43. DECIPHERING METRICS CAMPAIGN REACH: THE NUMBER OF UNIQUE PEOPLE WHO SAW YOUR AD
  44. 44. 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
  45. 45. ANY QUESTIONS? CONTACT INFORMATION: EMILY BIBEAULT EMILY@NYLMEDIA.COM 212-355-9090 X227

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