There are more levels and sub-levels worth exploring. Renters, people who “like” Zillow or Trulia-those are also ripe for testing in your targeting selection. Interests & Behaviors: If someone is interested or looking for new homes, for example “likely to move”-that’s something you’ll want to target.This is highly relevant for those in the mortgage industry as you’ll want to narrow down ads to show only to those who can actually qualify to buy or a home. Demographics: Education, financial situation, etc.This is great if you live in an area with a lot of tourists. Location: You can sort by people who live in a specific location and exclude people who are merely traveling to your location.There are a number of ways you can define this using Facebook ads, including: Who is the kind of person who might become a lead for your mortgage business? You need to figure out who your ideal customer for this ad is.ĭetermining the Target Market for Your Facebook Ads But before you even think about writing an ad, one more step is needed: This is just to familiarize you with the process. When you receive the necessary tracking code, either send it to your webmaster, or if you work with leadPops, just send it over to us-we handle these all of the time for our clients. Since you’re in the mortgage business, you can’t expect to make a sale on your website. That starts with selecting a conversion goal for this campaign. In the second step, Ad Set, you’ll use Facebook’s provided tracker to keep tabs on all of your conversions. That’s why Increase Conversions to Your Website is a much better choice. You want to drive traffic to your mortgage landing pages. Under Campaign, you’ll be expected to choose from a list of goals, such as “Boost your Posts.” Ads-The actual media and text used in the ads themselves.Ad set-Conversions, audience, placements, budget, and schedule.You can click on either (Power Editor has more options for advanced users). To get started, simply click over to Facebook and find “Create Ad” as seen below:įrom there, you’ll be able to pick between Ad Manager and Power Editor to create the ads themselves. Getting Started with Your First Facebook Ad
If you reviewed the above and said, “Okay, enough already-I get it,” then you’re ready to move on. Individual ads are part of your campaign to drive business to your mortgage landing pages. “Campaign”: Your campaign is the overall objective under which your ads will fall.“Copy” simply refers to the writing itself. Writing Copy: The headline of your ad is one of the most important elements you’ll encounter.Start with a single, compelling image to get going. Image carousels and videos are for more advanced users, and definitely something you’ll want to test as you gain experience. Strong image selection is crucial when it comes to Facebook Ads. Images: The right image in a Facebook feed will stop your audience in their tracks.But with Facebook Ads, you’ll target specific types of people. Targeting: In PPC (Pay Per Click) advertising, you target clicks based on searches.Facebook Ads aren’t difficult to figure out if you have the right steps and tips handy.īut before we start, there are some basic concepts you’ll need to know:
The Basics: What You Need to Understand About Facebook Adsĭon’t worry if most of your time is spent in the mortgage loan origination world and not the advertising world. If you want to reach highly targeted, specific leads, Facebook Ads will be one of the most powerful tools in your arsenal.
If you want to attract the right kind of leads for your mortgage business, you’re going to have to understand Facebook.įortunately, Facebook makes its vast audience available through an advertising system: Facebook Ads. According to Cowen and Company in 2014, people spent more time every day on Facebook than any other social media site.īy mid-2016, over 1.65 billion users were on Facebook.
Whether they’re clicking the latest article about real estate and homes for sale in their area, or simply doing a search to find reviews of trusted loan officers near them, people are always turning to social media before making major purchasing decisions.įacebook isn’t just one of the most famous names in social media, either.įor many people, Facebook is the one website they spend most of their time. Customers and potential clients are always looking for information on Facebook…Įven when they’re not there specifically looking for it, the right targeting, ad, and timing will entice your ideal customer to click into your offer simply because they’re on Facebook, and you caught their attention.