Hopefully, you had time to read my first blog in this series explaining how Facebook Ads add value to your restoration company’s bottom line. If you haven’t, I highly suggest you take a moment to understand better how Facebook advertising can help you grow your restoration business. I promise you won’t regret it.
In case you forgot or haven’t had time to read my first blog, here are the top reasons you need to incorporate Facebook Ads into your marketing budget:
- Great Customer Reach
- Ease Of Use
- High-Cost Effectiveness
A Few Things Before Starting Your Facebook Ad
Before I get into the details, let me state this: Facebook has amazing step by step instructions online. I have included the links below in the appropriate section. Facebook’s guidelines go into more depth than I do here (because honestly, who wants to read a 5000-word blog?). If you need further clarification or just want to know more detail, please check out the links I provided.
For this example, we are going to create an ad to promote your FB page in your local community. Promoting your company in the local community raises brand awareness. What does this mean? Familiarity breeds trust. To turn potential customers into paying customers, they must be familiar with your products or services. Facebook is a great way to communicate with current and future customers at the local level.*
Facebook Ads offers a wide variety of ad options – app installs, video views, lead generation, store visits, product catalog sales to just name a few. We have only given one example of the options available to your company. Don’t limit yourself to this example alone.
Setting Up Your Campaign & Parameters
Assuming you have set up a company Facebook page (and if you haven’t, you need to create one – it is easy, cost effective, and a vital communication tool), follow the following steps:
- Login To Your Facebook Business Page
- Go to Settings (upper right-hand corner)
- Select Create Ad at the very bottom left hand side – This will take you to Facebook Business
- Click on Create an Ad on the upper right hand side of the page
Step #1: Choose Your Objective
Choose the objective of your campaign (ad). Under Consideration, we are going to select Engagement.
Step #2: Name Your Campaign
You can enter a campaign name or keep the default one Facebook created. Next we are going with Page Likes as our goal. Click Continue.
Step #3: Name Your Ad Set & Choose Your Page
Pick an ad set name then choose your business page to promote.
Step#4: Choose Your Audience
Now we are moving down to choosing our audience. Hopefully, you already have your target market defined, that is, you know who your potential customers are – where they live, age, sex, income, hobbies, interests. (Facebook also lets you create a custom audience, which is a more in-depth, detailed target audience, which we can discuss later.)
For this example we are going to choose a city named Smyrna and the surrounding 50 mile radius. We picked a general age range of 18 to over 65, and both men and women.
Detailed targeting allows you to target your ad to people who are maybe looking for your services. We chose home repair, renovation, water damage restoration, property damage, and cleaner for this example. Under Connections, you can choose people who like certain Facebook pages, apps, or events.
We included people who like our business page. For a better understanding on who to target check out this page.
Step #5: Placements
If you are new to Facebook Ads, I suggest you go with Automatic Placements. When you choose Automatic Placements, you ads are automatically shown to your target audience in places they will statistically perform the best. If you want more information on how to choose your ad placements, Facebook provides a great outline.
Step#6: Setting Your Budget & Schedule
For our example here, we will go with a lifetime budget of $50. If you can’t make an ad work for $50, chances are it probably isn’t going to work in the long haul. Select the dates you want your ad to run.
In my first blog of this series, I referenced The Complete Resource to Understanding Facebook Ads Cost – 2016 Benchmarks!. The article goes into much more detailed information than I do here, so please, take the time to read this article to understand how Facebook Ad pricing fully works. You will thank me.
Creating Your Ad
You created the campaign and set up the parameters for your audience, budget, and dates. We have reached the easy part – time to create your ad.
Step#1: Select Ad Format
We are going choose a single image for this example. There are multiple formats you can choose – Video, Slideshow, Carousel, etc., so you are sure to find a format that meets your ad’s need.
STEP #2: Select An Image
We are using one of the pictures from our Facebook Business Page, but you can easily upload a picture from your computer. Here are some tips on selecting your images.
Step #3: Add Text
We added our tag line, which you can easily pull from any of your marketing materials. We are going to skip the Advanced Options for the example. You can see a preview of your ad on the right hand side. Click confirm.
Check out Facebook’s design tips for better Facebook Ads
Step #4: Place Your Order
After adding your text, you set up your payment. If you haven’t placed an ad before you will be asked to enter your payment information. After adding in your payment information, click Place Your Order.
Hooray! You just created your first Facebook Ad. Congratulations on taking your business to the next level by entering the world of social media advertising. In case you forgot or haven’t read my first blog in this series, I leave you with these words:
“…there are plenty of business owners who are skeptical of using Facebook Ads (or any social media, for that matter). But here’s the simple truth: If you’re a small business with a tight budget, Facebook Advertising is one of the most affordable and effective ways to market your business.” Matthew Tyson in Why Small Businesses Should Use Facebook Advertising, Huffington Post, 5-19-2016
*There are many different types of ads you can create in Facebook depending on your marketing objective. Lead generation ads are great before, during, or right after a weather event or natural disaster. You can also do promotions or drive traffic to your website and capture email address for your newsletter.
More Facebook Resource Links:
Facebook Advertising Help
Allow Three65 Marketing to draw upon social media platforms to boost your business visibility and engage new and existing customers. Let our team of social media management experts lighten your load and help with creating Facebook Ads that will let your construction or restoration company standout among the competition and assist by posting appealing content, regular updates, and increased customer interaction.