Depending on your familiarity with Facebook Marketing there may be words & terms you don’t understand. You can find definitions of Facebook Ad terms in the Facebook Ads Manager here. The more familiar you are with Facebook’s Lingo, the easier it will be to optimize and create your ads.
Campaign Objective Definitions
There are many different objectives you can select when running Facebook Ads. Outlined below are the campaigns most Real Estate Professionals use and the objective of each campaign.
Traffic: Top or Mid of funnel campaign, can be used for both brand awareness and driving traffic to your website by optimizing for landing page views or link clicks.
Video Views: Top of funnel campaign, often used as a brand awareness strategy that cultivates video views. You can track how long each user watches to help determine motivation levels for future retargeting.
Post Engagement: Top of funnel campaign, often used as a brand awareness strategy that allows you to select a specific organic post you’ve published on your Facebook page to cultivate an organic following & brand awareness.
Reach: Top of funnel campaign, often used as a brand awareness campaign that allows you to choose how many times your ad is in front of each user. Good for pairing timing with Direct Mail, Cold Calling, or Texting campaigns so that the audiences you’re targeting will have seen your company multiple times before receiving a traditional piece of marketing.
Lead Generation: Mid or Bottom funnel campaign, used to generate leads in both broad lead generation or retargeting strategies. Leads are generated through a lead form on Facebook so that the user never has to leave Facebook to send their information.
Conversions: Mid or Bottom funnel campaign, used to generate leads in both broad lead generation or retargeting strategies. A conversion campaign sends traffic that Facebook deems most likely to fill out the form on your website to become a lead. This is the best campaign to use for Retargeting.
Find out more about campaign objectives here.
Facebook Ads allow you to advertise through multiple media types including both video and photo. The most important thing is not to overthink your ads. Testing & data will always give you feedback on what type of ads you should create to see the best returns.
Facebook Recommended Ad Dimensions:
Square Images – 600 x 600 pixels
Video – Square (If you can’t shoot in square filming your video vertically will make it easier to edit to square later.)
Video Length – 1-3 minutes For Face to Face Videos
Slideshow & Stock Video Lengths – 15-30 seconds