How to Optimize Your Facebook Advertising Strategy for 2018!
When it comes to Facebook advertising, the hype is real.
The numbers don’t lie in regard to Facebook’s marketing firepower. With 93% of marketers already on board, the platform’s diverse and laser-targeted ad platform is paying dividends for those with a mapped-out Facebook advertising strategy.
Whether you’re curious about the buzz surrounding Facebook ads or are looking to fine-tune your current social media advertising campaigns, 2018 is poised to be a major milestone for the world’s largest social network.
That said, succeeding with Facebook advertising isn’t as easy as flipping a switch. From targeting specific users to finding the right ad format, there are tons of variables that can make or break your campaigns.
That’s why we’ve outlined the essential steps to an optimized Facebook advertising strategy in 2018. This guide will not only cover best practices for how to poise your campaigns for more clicks, but also how to avoid some of the most common pitfalls for Facebook ads.
Here are four tips to optimize your Facebook advertising strategy:
Choose the Right Target Audience
Let’s start with a reality check. Your Facebook ads are only as effective as how well you can define your audience.
Facebook allows you to define your target audience based on specific demographics
And sure, you probably think that you know your target audience pretty well, right? Their wants, desires, pain points and what makes them tick.
But harnessing the power of Facebook’s ad platform comes down to your audience’s demographics. Data points such as age, location, job roles and interests are paramount to making sure you’re reaching the right prospects.
For example, according to one of Facebook’s own client case studies, ad targeting resulted in 3 times higher ROI alongside a respective CTR and significantly lower cost-per-action. Those numbers are nothing to scoff at.
How to Define an Audience on Facebook
Think of defining your audience as square one. How you define your audience ultimately lays the groundwork for how your ad will perform.
Thankfully, Facebook helps brands see how broad or narrow their targeting is and what they can do to improve their ad performance. When creating a Facebook ad, regardless of ad type or goals, marketers have the opportunity to fill in their audience’s details based on who you’re trying to reach.
The more you drill down your details, the more likely your ad is to resonate with users. Whether you’re trying to find marketers in Chicago or foodies in Los Angeles, you ultimately decide who’s going to potentially see your ad.
Facebook provides their own barometer to let you know whether your audience might be too broad or specific.
Test Different Facebook Ad Types
What separates Facebook from other ad platforms is its variety. The freedom brands have in terms of customization provides seemingly endless possibilities for creative, compelling ads.
Additionally, just about any given goal for your Facebook advertising strategy is fair game.
Looking to drive app downloads? Check.
Need to show off products and offers? Check.
Want to advertise your latest webinar or case study? Check.
And that doesn’t even scratch the surface of what’s possible via Facebook advertising. Below are five of the most popular types of Facebook ads for brands:
HELPFUL VIDEOS FOR REALTORS
How To Start A Facebook Page As A Realtor
The Complete Real Estate Facebook Marketing Guide!
Learn how to set up a Business Facebook Page, how to create a facebook ad and learn how to create a tracking pixel.
How To Create and Apply a Facebook Tracking Pixel
How to Use Facebook Audience Insights for Targeting
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3 quick ways beacon technology can help Real Estate professionals sell more
In this fiercely competitive market, there are indeed numerous ways to market real estate businesses – be it radio ads, billboards or flyers. However, most of these ways fail in reaching out to potential buyers at the right time and in the right manner. Shouldn’t technology be able to address this problem efficiently?
That’s why today beacon technology has garnered tremendous momentum among real estate folks around the world. Whether you’re starting out in the real estate space or are a seasoned pro, beacon technology promises you a list of new ways to reach out to prospective buyers at the right time and in the right manner, to help you sell more and save marketing dollars that you would otherwise invest in billboards and banners.
In the recent months, your fellow realtors have already been deploying beacons successfully to drive powerful use cases for their businesses – be it for attracting buyers, engaging with them or gathering analytics. To help build on top of these already successful campaigns, I have three quick hacks – that will positively impact your sales!
1. Embed a virtual tour video in your notification cards
Most buyers today, begin their hunt for a new address on the web and they do not even bother to go visit a property in person if they don’t find enough visual and factual information about the property.
This understandably puts a lot of pressure on you to get better and better with your visual presence and engage the increasing technology savvy market. Using Bluetooth beacons to send notifications about your listing is great, but to make the notification all the more engaging, you can embed a virtual tour in your markdown card.
How can I create such a notification card?
There are multiple platforms online where you can easily create virtual videos of your property – Matterport being one of them. To keep it simpler, you can just use your mobile device or DSLRs to shoot a video of the property – that’s equally helpful.
Upload those videos to YouTube or Vimeo and fetch the video link.
Navigate to the “Markdown Cards” section on the Beaconstac platform and get started with your campaign card.
Create a card and fill in the title, body and CTA for the campaign.
Click on the video icon in the toolbar and paste the YouTube or Vimeo link!
Tip: Not just a video of the property, but you can also shoot a video tour of your neighborhood and embed it on the notification card. This gives prospective buyers a much better feel for what a neighborhood it is like to live in. This is especially helpful when the beacon campaign is set up far from the property, for eg, near your real estate office or a trade show etc.
2. Click to call
The call to action is THE most important component of a markdown (/notification) card, yet it’s often missing or not best utilized. Your buyers receive notifications on the “mobile devices”. Why not use the properties of the phone to make the CTAs all the more powerful?
On devices with phone capabilities, it is easy for buyers to directly connect with you by simply tapping a phone number, or more commonly known as click to call.
How to do that?
While creating your campaigns you just need to insert a line of code –
All you need to do is replace the phone number with this code! Beaconstac automatically makes this a clickable CTA as shown in the image above.
It’s a small trick but incredibly helpful! A lot of our current customers have increased their calls by 30-40% using this feature.
3. Social proof to market your listing
According to NAR statistics, 35% of all the buyers in 2016 were millennials and this number will only continue to grow in 2017. With these statistics and millennial’s addiction to social media, one thing for sure – Social proof is sure to work!
Here’s a story of Alex Wang on how he weaponised Snapchat to sell houses in the Silicon Valley.
As a real estate professional or a house owner you can leverage Instagram stories, Facebook check-ins and Snaps from other visitors to your property. This not only drives a sense of urgency in the minds of the buyers but also builds their confidence about the neighbourhood and locality.
You can use multiple such Insta stories and Snaps in your markdown cards –
How to insert these GIFs on the card?
Beaconstac supports GIF in the markdown card! Just as you upload images to the Beaconstac platform, you can upload a GIF.
You can also give links to these tweets and posts if required.