Facebook is the second most visited website in the world and according to Facebook’s internal numbers, the average person spends between 20-40 minutes per day browsing the platform. Therefore, a large number of prospective customers are browsing through the content on Facebook each day, providing prime opportunities for real estate businesses to market their services through the use of Facebook Ads.
What Are Facebook Ads?
Facebook Ads are sponsored posts which appear as you scroll through your Facebook Newsfeed. Similar to Facebook boosted posts, Facebook Ads allow you to manually select a specific audience that you would like to target. The ads are image based, with short descriptions promoting a specific service or product and include a call to action button that correlates with the objective of your ad.
Facebook Ads work according to a monthly budget, whereby the advertiser selects the amount that they would like to spend for the month, which is then divided into a daily budget so that the funds are spent evenly throughout the month. In addition, one of the greatest benefits of Facebook Ads is that you can select whether you want to pay per 1000 impressions or pay per click, thus you are only charged when someone sees or clicks on your advert.
Why Are Facebook Ads Beneficial?
One of the many reasons why businesses have begun to use Facebook as a method of promoting their brand, is the fact that it has so many useful advertising features, such as:
1. A Broad Choice of Campaign Objectives
Facebook allows you to pinpoint the purpose of your adverts in-line with a number of measurable actions. Whether you want to drive traffic to your website, generate leads or grow the number of Page Likes on your Facebook Page, Facebook will help optimise your ads to suit your advertising goals. Each ad that is created will have a call to action button located on the bottom of the ad, which varies according to your advertising objective. For example, if your objective is to grow your Page Likes, the call to action button on your advert would be “Like Page”.
2. Advanced Targeting Options
Unlike traditional print and television advertising, Facebook Ads allow you to target your adverts to a specific audience, based on a variety of factors. You can target people according to their interests, property requirements, demographics and location. Have you ever wondered why you keep seeing Facebook Ads about products or services that you have viewed previously on a website? This is an incredible tool called Facebook Remarketing which allows you to target your Facebook Ads to people who have visited your property website. Facebook’s advanced targeting options give the advertiser the freedom to experiment with their ads and find the most profitable targeting method.
3. Flexibility and Control
Facebook allows you full control and flexibility in terms of editing your adverts. If something isn’t working for you, you can go and edit text, change images, edit your audience and change landing page links at any time and at no extra cost. You can also pause, delete and restart your adverts whenever it suits you. Facebook also enables you to make changes to your budget by increasing or decreasing your daily budget whenever you like.
4. Test Different Ad Formats
Within one Facebook Ad Campaign, you can create multiple variations of ads with different images, text, landing pages and target audiences. This allows you to experiment and test which adverts work best by analysing the performance of each ad in comparison to the rest. Removing ad variations which aren’t seeing the desired results and finding the adverts with the best text, images and landing pages allows you to fine-tune your adverts and thereby gain a better return on investment for your ads.
5. Extensive Reporting
Facebook Ad Reports provide you with clear and easy to understand statistics about the performance of your ads. Through the reporting interface, you can find out intricate details such as: how many people clicked on your ads; how many people saw your ads; the demographics and location of the people who clicked on your ads; the average cost per click and the total amount you have spent within a selected date range.
It is predicted that by 2017, digital marketing’s global market share will be worth a phenomenal R2.6 trillion. Considering this, it is imperative to stay ahead of the real estate pack and remain competitive on digital marketing platforms, such as Facebook. The extensive range of advertising tools and features found on Facebook are highly effective and can help your real estate brand gain exposure, reach your target market, build a loyal fan base, engage and start a conversation with your audience and ultimately convert them into high quality leads.