A/B TESTS – Facebook’s ad manager allows you to test different versions of your ad so you can see what works best. You can use this fantastic method to experiment with your ad elements such as:

– Ad formats (Carousel, Canvas Ads, etc.)
– Headlines
– Images
– Body copy
– Call-to-actions and more.

Apart from this, you can also test other essential variables such as different audience types and ad placements to determine who are your best market and where they hang out.

Making use of A/B tests will help to reduce spending advertising dollars on ads that aren’t performing. On top of this, these tests determine advertisements that are delivering results. And with that information in your hands, you can scale up spending on these ads to ensure you make the most of them.

VISIBILITY – With almost everyone on the platform, Facebook is the place to get noticed. It’s not enough to create high-quality content or promotions on your website and expect traffic. You’d also want people to know about it through advertising to be able to generate leads.

Yes, advertising using Google AdWords is one option. But these ads are only based on keyword searches or browsing history.

Facebook is about the individual and the data about them. Facebook prides itself on bringing personalised ads to a whole new level.

Ads on Facebook amplify your reach to an ever increasing and engaged audience.

Advertising on Facebook allows your content to rise above the rest. To elaborate, your ads reach more users’ newsfeeds. Even superseding the performance of free posts made on pages with thousands of fans.

Note – This reach does depend on the quality and relevance of your ad to its audience. Facebook’s algorithms affect deliverability of advertisements in news-feeds based on their relevancy score. Read more here.

Facebook advertising also goes well with Instagram advertising. Advertisers of any size can add Instagram ads to Facebook ads campaign through Ad Manager or Power Editor. It’s as simple as ticking the “Instagram” box under the ad set’s placement section. Like hitting two birds with one stone!

Using the right fine-tuning techniques available on Facebook, results happen. You can ensure your brand captures the attention of your buyer or seller prospects.

REMARKETING – Remarketing is a powerful way of growing real estate leads. It enables you to show your ads to people who have visited your website or given you their email address. Facebook remarketing ads work by following your leads on Facebook, Instagram and also the web.

Reports have shown that remarketing is vital to keep your brand and offerings in your prospects mind after their first visit to your site. These ads give them the option to “pull the trigger” and get in touch to sell their home. And pick you as their agent.

When a user visits your site, he/she will be “cookied” or tagged. A Facebook Pixel is a code you place on your website to enable this. When a person accesses a page on your website, your ads can follow that “cookied” user and show up on his/her Facebook news-feed.

With this, you can measure, optimise and build audiences for your advertising campaigns.

For a practical remarketing strategy, building a Custom Audience List is the way to go. Custom Audiences allows you to serve personalised ads to a list of contacts you’ve already acquired. Either with their email addresses, phone numbers, or even Facebook user IDs.

There is a limitation. You can’t track those that click on links you share leading to external sites (e.g. a news article on Stuff NZ).

But there is a solution:

To go one step further and turn into a “Pro” with remarketing, consider tools such as Backly. Backly allows you to do the following :

• Display call to actions or pop-ups with your branding on external sites other than your website.We are talking about the links to external sites that you share on social media. Your traffic is all not lost to another website, and in these pop-ups, you can have all kinds of links. Examples include:
  1. A link back to your latest blog post
  2. Getting their email address for a free report or
  3. Even have them like your Facebook page from the pop-up!
• Attach the Facebook Pixel to the link you are sharing. So that every time someone clicks on the link you’ve shared to head to the external site other than yours, they get added and tracked by the Facebook Pixel. The result is you being able to send remarketing ads to them.

You can try out the benefits of this tool for free here.

To generate a broader audience, you can have Facebook find more people with traits and interests like those who are on your Facebook Pixel. This type of remarketing tactic on Facebook is a Lookalike Audience.

You can create Lookalike Audience once your pixel tracks at least 100 visitors. The more conversion data your pixel gathers, the more accurate your Lookalike Audience will get.

You’ll also be able to reduce costs by taking advantage of the traffic that’s already coming to your website. Instead of trying to target new customers, you can aim to focus on repeat visitors to your site. These types of ads are usually much cheaper.

TRAFFIC – There’s no reason for you not to rely on Facebook as your website’s primary traffic source. Its giant user base matched with its integrated targeting options makes it the perfect ad platform. It allows your ads to go beyond the walls of Facebook and drive traffic to your website or landing page.

Facebook’s ever-growing popularity makes it an essential platform for every business to plunge into. An instant increase in traffic is now possible thanks to Facebook advertising. One marketer was even able to increase their traffic by 332%!

If that stat doesn’t impress you, read this 2014 report from Shareaholic. This report shows that Facebook delivered 25% of total visits sites received around the web. Facebook, the king of social networks, is without a doubt a surefire way to spike your website traffic!

ANALYTICS, INSIGHTS & REPORTING – Facebook analytics give you a complete picture of what’s working and what’s not. Vital for success with your Facebook Marketing efforts. It lets you discover valuable insights to improve your future ads. Here are the following helpful reports it provides:

• The Overview Report is an overview of page likes, post reach and your five most recent updates.
• The Likes Report shows you Facebook users who Like your page.
• The Reach Report gives you a report on the Facebook users who have seen your paid or unpaid posts, how they’ve engaged with your posts. Any negative comments or complaints are also displayed.
• The Posts Report gives you a detailed report on your Page posts.
• The People Report or Audience Insights shows you information on users you’d like to engage. You can learn more about your target audience’s geography, demographics, behaviour and more. The more insight you have from your customers, the better the message you’re equipped to deliver.