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8. How To Set Up Facebook Ads Manager Account

(NOTE: Easy to use Links, Photos and Screenshots are in the PDF version. Email me at Dave@MyBlueCowMedia.com for that PDF copy. I am happy to send it over.)


In order to run your Facebook Ads, you will first need to set up an Ads Manager Account.

● You will have to provide a credit card for Facebook to keep on file. ○ Be sure to keep track of that card’s expiration date or if it gets too close to its limit.

Facebook will stop ads if they can’t bill you and it takes a few days to get back up and running.


● Click on the link below to start setting up Ads Manager

https://www.facebook.com/ads/manager


● You will need to go to payments and add your credit card information.


● Once you have done that you can start creating your Facebook Ads!

How To Run Facebook Ads

Go to Facebook Ads Manager to begin creating Ads.


● Click the Green “​+​Create” button to get started.


● Guided Creation versus Quick Creation


○ You will choose Guided Creation. Facebook will walk you through all the steps required

to create your ad.


○ Click the link below for Facebook’s tutorial or you can follow along with me as I take you

through the creation of an ad step by step!

https://www.facebook.com/business/help/898399293584952


● BRAND NEW REQUIREMENTS FOR REALTORS AND LENDERS!!!!

○ As of August 2019, Facebook now requires you to self-identify which ads of yours will be

“housing” specific”. Here is the disclosure from Facebook:

■ “If you're based in or targeting the U.S. and are creating a campaign that includes ads for credit, employment or housing offers, you must choose the category that best describes your ads. Any new or edited ads that aren't correctly categorized won't run until they're edited to comply.”

○ Click here to learn how this will impact your Facebook Ads

● Campaigns versus Ad Sets versus Ads ○ For the sake of getting used to putting together an ad, we are going to keep things super

simple. We aren’t going to get super complicated or fancy. We are going to make one ad for your first campaign. SO...instead of creating a campaign that has multiple ads in it, which can get confusing to start with, it will just have the one ad in that campaign.

https://www.facebook.com/business/help/613846972027099

● Awareness versus Consideration versus Conversion


○ We need to determine the objective of this first ad. Is it to get in front of as many people

as possible, is it to maximize video views, is it intended to capture a lead’s name and

email address?


○ Choosing the Right Advertising Objective:

https://www.facebook.com/business/help/1438417719786914?helpref=page_content

● Name Your Campaign ○ Because we are only going to have one ad in this campaign, we are going to name the

Ad and the Ad Set the same thing. Choose a name that will remind you what you are trying to accomplish. This will help when you have multiple ads running and you are reviewing how well the ads are performing.

■ ex: 1234 Main St Open House Ad ■

● Name Your Ad Set


○ See step above in Name You Campaign


○ Repeat 1234 Main St Open House Ad


● Where do you want to drive traffic?

○ Drive traffic to your website unless you specifically are looking to engage with your folks

through Messenger

● Who is your Audience?


○ Custom Audiences


○ Create a Custom Audience From a List ■ Copy every email address you have, for those you would consider to be part of

your Sphere of Influence, and dump them into a CSV file. A CSV file will look identical to an Excel Spreadsheet, however when you save it, change the format from “xls” to “csv.” Facebook will only allow you to upload email lists that are formatted as CSV files.

■ Once you have run some different audiences and you have had the chance to test/learn what does and doesn’t work, you can begin implementing some additional audience building strategies.

■ Click the link below for step by step instructions on how to upload the list to Facebook.

https://www.facebook.com/business/help/170456843145568

● Create a Custom Audience from ​Only People Who Have Viewed Your Videos ○ You can create new audiences that are comprised of people who have viewed your prior

videos. You can target an audience solely comprised of people who watched 25% of a video, 50% of a video, 75% of video...and so on. This is so powerful!! It allows you to create additional content for those people who have already engaged with your marketing...as they are more likely to engage again.

○ Click the link below for step by step instructions on how to create this audience.

https://www.facebook.com/business/help/1099865760056389


● Create Custom Audiences from ​People Who Visit Your Website ○ You can create new audiences that are comprised of people that have clicked on an ad

directing them back to your website. The idea being, we want to put more content in front of the people who have already engaged with our marketing as they are more likely to engage again.

○ Click the link below for step by step instructions on how to create this audience.

https://www.facebook.com/business/help/1474662202748341


● If your ad has an offer that promotes “housing,” such as your listings, open houses, neighborhoods, etc, the Facebook Ads platform has placed additional limitations on how you are able to run these types of ads. You can and should still run “housing” specific ads, but realize that your ability to target areas and people with the specificity you could before, is now limited.

○ If the ad you are running is housing specific, please refer back to the link below to learn what additional limitations are in place for your ads.

Click here to learn how this will impact your Facebook Ads


● If your ad is purely a branding ad, there are no new limitations placed on your ability to run Facebook ads. For some Realtors, this change will be a tough pill to swallow. However for you, it will be a blessing in disguise as you replace your hyper-local/hyper-targeted housing ads with your branding ads. It will force you to start putting out content that allows people to connect with you as a person. It’s that personal content that will really help you grow your business.


● Follow the steps below to create your branding specific Facebook ads. Don’t get locked into the idea that you can only run lead generation or farming ads with your housing specific content. There is nothing that limits you from running your branded ads to people in a specific neighborhood or asking people to reach out to you if they would like you to share a professional referral. Please refer to my Branding Library for ideas on the various types of content you can produce.


● The steps below will be very similar for both housing-specific ads and branded ads. I have noted the differences in the link above (referencing how housing specific ads have changed).

● If you are trying to Farm a certain area ○ If your content is housing-specific

■ Choose the neighborhood you would like to farm. Pick an address that is centrally located within that neighborhood and type that address into the search bar. You will see the address populate and a 15 mile radius will appear around that home. That is the new minimum radius required vs the previous 1 mile radius.

○ If your content is branding ■ Choose the neighborhood you would like to farm. Pick an address that is centrally

located within that neighborhood and type that address into the search bar. You will see the address populate and a radius will appear around that home. Use the toggle bar to change the radius so that just the neighborhood you are looking to farm is covered within that radius.

● If Your Intent is Lead Generation.


○ If your content is housing-specific


Choose the area you would like to target. Type your address into the search bar. You will see the address populate and a 15 mile radius appear around that home. Use the toggle bar to expand out the radius until you have a radius that covers the area you are trying to target. Use the meter on the right side of the screen to gauge your audience size. You don’t want to be too broad or too specific.


If you don’t want to use an address and you would prefer to use a city as your focal point, you will see that the radius starts at 25 miles and only goes down to 15 miles. Once again, use the meter on the right side of the screen to gauge your audience size. You don’t want to be too broad or too specific.


○ If your content is branding


Choose the area you would like to target. Type your address into the search bar.

You will see the address populate and a 15 mile radius appear around that home. Use the toggle bar to expand out the radius until you have a radius that covers the area you are trying to target. Use the meter on the right side of the screen to gauge your audience size. You don’t want to be too broad or too specific.


If you don’t want to use an address and you would prefer to use a city as your focal point, you will see that the radius starts at 25 miles and only goes down to 15 miles. Once again, use the meter on the right side of the screen to gauge your audience size. You don’t want to be too broad or too specific.

Open Houses – 2 Methods


○ In this case, the content is housing specific so the new limitations will apply


○ Where Intent Is ​To Attract Other Sellers​ (i.e. future clients):

■ Choose the neighborhood you would like to target. Type your listing’s address into the search bar. You will see the address populate and a 15 mile radius appear around that home. Use the toggle bar to change the radius so that just the neighborhood you are looking to target is covered within that radius.

○ Where The Intent Is ​To Drive Traffic To The Open House​: ■ Choose the area you would like to target. Type your listing’s address into the

search bar. You will see the address populate and a 15 mile radius appear around that home. Use the toggle bar to expand out the radius until you have a radius that covers the area you are trying to target. Use the meter on the right side of the screen to gauge your audience size. You don’t want to be too broad or too specific.

● Audience ○ Locations


Reminders:


● When you use a city as your focal point, the minimum coverage radius is

15 miles as of August 2019..


● When you use a specific address as the focal point, the minimum

coverage radius is 15 mile as of August 2019.


● You can use multiple addresses in the same ad. So if you are trying to

farm more than one area with one ad, you can.

○ Age


If your content is housing specific please note the new limitations will apply


If your content is branding specific...

● Choose the population you wish to target

○ Gender


If your content is housing specific please note the new limitations will apply


If your content is branding specific...

● Choose the population you with to target

○ Detailed Targeting ■ This is one of the most important features of the Facebook Ads machine. It allows

you to create an audience that most closely resembles your ideal audience. Just remember when putting this audience together that it cannot violate the Fair Housing Act or be discriminatory in who you are choosing to target or exclude. Just make sure you aren’t building audiences on any of those protected classes. Stick to the parameters below and you will be fine.

○ Interests to include


If your content is housing specific please note the new limitations will apply.

However, you should still have access to key interests like Zillow and other related options:


● Type in Zillow and choose the option that is labeled as “Interests”


● Now click the Suggestions button


● You will now see a whole list of similar interests. Include as many of those

as you like.


● You will notice that as you include more interests your population should

be changing.


● At some point, your population may stop changing as you continue to add

suggested interests. This is because the populations are beginning to overlap one another, so there are no new people being added to your audience.


If your content is branding specific...

● You will have no limitations on your ability to use interests


○ Refine Your Population Further


If your content is housing specific please note the new limitations will apply.


If your content is branding specific...


● You can stop there, but again, what makes Facebook ads so powerful is it’s targeting capabilities. You can continue to refine your audience by selecting the Narrow Your Audience feature. This allows you to refine your population even more.


● If you would like your ad population to include people who are searching on Zillow AND must ALSO have an interest in the city in which your home is being sold, you can do that (assuming the city shows up in the search bar as some smaller cities or towns may not appear). You can narrow by employer, education level and a ton of other options. Just keep an eye on your audience size on the right side of the screen. You don’t want your audience size to get too small.


○ Interests to exclude


If your content is housing specific please note the new limitations will apply


If your content is branding specific...

■ Select the “Exclude” feature and type in Real Estate Brokers. ● You will want to exclude Real Estate Brokers not not because you don’t want them to see what you are up to, because you don’t want to pay for

other Realtors engaging with your content as they are obviously not who you are trying to target. You want to focus on the people who will be buying and selling homes. That is unless other Realtors are your intended audience for a particular post. In that case, you would flip the script and make the audience just Realtors.

○ Save This Audience ■ You will likely find that you are reusing audiences quite often. I strongly

recommend that you save your audiences as you go so that you aren’t recreating them from scratch every single time. Click the link below to learn how.

https://www.facebook.com/help/ads-manager-app/736876326407603

● Budget and Schedule


○ Decide how much you want to spend on your ad every day.


○ SOI Ads – Start with $1-$2 per day and see what your frequency is at the end of 30 days

■ Once your frequency gets up around 2 (people have seen your ad on average twice), it’s usually time to create a new Facebook Ad.

○ Farming Ads – Start with $1-$2 per day and see what your frequency is at the end of 30 days.

■ Once your frequency gets up around 2 (people have seen your ad on average twice), it’s usually time to create a new Facebook Ad.


○ Open Houses - Typically you will run these for the 3-5 days prior to your Open Houses. Start with a $1-$2 per day and adjust based on the video views or traffic you are getting.


○ Click here to learn more about budgets:

https://www.facebook.com/business/help/214319341922580?helpref=page_content

● Campaign Bid Strategy ○ Leave at Lowest Cost Option

● Audience Size ○ Specific vs Broad

■ As discussed above, you will see a meter on the right side of the screen that changes as you continue to alter your audience. While this is a helpful tool, just use this as a guide for your audience creation. It’s ok to use a specific audience and test it out to see how it converts. Remember, it may cost a bit more to put ads in front of people when the audience is specific, but you may also be reaching the exact people who are most likely to buy or sell. If you test this idea and see that you are getting engagement with a specific audience size, then go for it! If not, then remove some of your parameters and expand your audience until you get the results you are looking for. This process is a never-ending test and learn process.

○ Estimated Daily Reach


As you increase your ad spend, your daily estimated reach should be increasing

as well. Remember, the estimated reach is just a best guess on Facebook’s part. You really won’t know how many people each day will see your ad until you start running them. The actual reach will ultimately depend on how successfully you put together your Facebook Audience and Creative for your Ad.


Click the link for more information about Estimated Daily Reach

https://www.facebook.com/business/help/1438142206453359

● Link Clicks


○ Based on your ad spend, Facebook will also provide a projected number of ad clicks per

day. Again, this is a best guess based on your daily dollar spend. There are so many variables that impact an ad’s success that you can’t put too much stock into this number. Just use it as a guide.


○ Click the link for more information about Link Clicks

https://www.facebook.com/business/help/659185130844708

● Identity


○ Make sure that your ads are linked to your Facebook Business Page. If you have more

than one Business Page, double check it’s the business page for your Real Estate Business.

● Format ○ Carousel


You will typically want to use the “Single Image or Video” for most of your Real Estate Ads early on. Once you get more comfortable with the Ads Manager program, feel free to try out different formats to see what you can do with them.


Click the link below for more info on the Carousel Format:

https://www.facebook.com/business/ads-guide/carousel/facebook-feed/traffic

● Single Image or Video ○ This will be the format you use most often. It allows you to use single images or

videos for your ads. It also allows you to post multiple pictures in one ad. This works well if there is a home with multiple rooms you would like to promote, or multiple homes you would like to share in one ad.

● Collection


○ Add an Instant Experience


○ This is another format that you can use. For the time being, focus on getting

comfortable with the Single Image or Video format. Once you get more comfortable with the Ads Manager program, feel free to try out this format to see how you can use it.

● Add Media ○ Add Image


Download any images that you own directly to your Ads Manager media library so that you can use them in your ads.


It is imperative that you only use images that you own, otherwise you could be subject to copyright infringement. Same with music and videos.


You can also browse Facebook’s library of stock images as well.


Click Add Images and look at the top of the page where you will see a tab

titled Stock


● Add Video


○ Download any videos that you own directly to your Ads Manager media library so

that you can use them in your ads.


○ It is imperative that you only use videos that you own, otherwise you could be

subject to copyright infringement.