In Episode #84 of the Good To Know Video Series, Megan Harbin shares insights on running paid Facebook ads plus a new option to post to Instagram from your laptop or desktop. Paid ads in social media are an effective option to reach new clients and stay connected to your sphere of influence. Watch the video to learn more!
— Transcript —
We get a lot of questions about social media advertising, so today we want to give you some insight into Faceboook ads and a new feature that allows you to post to Instagram from your desktop!
As you probably know, Facebook has become a “pay to play” venue. If you had a business page early on, you used to get great visibility and people who liked your page would see your posts in their newsfeed. Well, that all changed several years ago and if you want to get visibility on Facebook, you will need to run paid ads. Ads can only be set up and launched through a business page – not a personal account. It’s a good idea to have an active business page so when prospects check you out, they see that your content could engage potential buyers for their listing… or your content shows that you add value to a buyer client.
There are essentially two ways to advertise on Facebook: Boost ads and creating an ad directly in the Ads Manager. A Boost ad is where you pay to boost an existing post or a new post from your Facebook newsfeed. This is generally regarded as the easiest option to advertise on Facebook …and you can choose to show the ad on Instagram as well. When doing a Boost ad, you will have less targeting criteria to choose from and will be telling Facebook four things: Who you want to reach, The geographic area you want to target, Your maximum budget, and How long you want your ad to run.
If you create an ad through the Ads Manager, you get more options for the type of ad you want to run and objectives to help you reach the audience you wish to target and goals you want to achieve. A boosted post can help you get page likes, comments, and shares – plus brand awareness while a targeted Facebook ad can help you get downloads, app installs, website conversions, video views, mailing list sign-ups, and more.
With Facebook Ads through the Ad Manager you can do the following:
Select ad placements. In addition to being able to advertise on Instagram, you can also choose placements such as: Facebook News Feed Side Ads, Messenger Ads, Instagram Stories, Instant Articles, and Audience Network.
Use Specific Ad Objectives. When you create an Ad in Facebook, you can choose what you want to achieve. You can choose: lead generation, website conversions, video views, app downloads, and more!
Creative Control. With ads through Ads Manager, you can have your Agent Marketing Services resource create a beautiful image for you that reinforces your brand and objective. Note – there is a 20% text rule on images or videos for advertising, so you’ll want to create great copy to put in your description and add a “call-to-action” button since you have very limited text on an image or video. For videos, Facebook allows you to choose the thumbnail image so you can avoid the 20% text rule. You can also select keywords and even captions. Their caption tool is pretty good but usually requires some editing. This works great for people viewing your video where they may not be able to play the audio.
Advanced Targeting. With Facebook ads, you can target your audience more precisely than in a boost ad. Note – As REALTORS, you must be mindful of Fair Housing Rules. For property ads, Facebook requires a minimum of a 15-mile geographic radius. Targeting by age, gender or other protected classes are not permitted for housing related ads. There are similar limitations if you want to create look-a-like audiences. If you are running a housing-related ad, please check the Special Ad Category box and select the option for Housing. Facebook will guide you through the rules. If you are doing personal or team promotions, this would not apply.
Remember, we already provide free paid ads for New Listings and MEGA Open House listings with our Adwerx and HomeSpotter platforms. These are fully automated and just run so you can focus on real estate.
Now let’s talk about the convenient new feature that allows you to post and schedule to Instagram through your desktop! Since Instagram is owned by Facebook, you can advertise in Instagram through Facebook, AND with Facebook Creator Studio, you can now post AND SCHEDULE content to Instagram through your desktop! Go to business.facebook.com/creator studio and you will be asked to connect your accounts. After you connect your Instagram account, you will see a list of all your posts. In the upper left, click “Create Post.” You can choose to post in your Instagram feed or on IGTV. When you click on Instagram Feed, a new window will appear and you are ready to create your post! Simply add your caption (with hashtags and mentions), location, and content – photos or videos. You’ll notice a counter for the remaining characters, mentions, and hashtags. You get 2200 characters, 30 hashtags, and 30 mentions. Before you publish or schedule, you can check the box to add this post to your Facebook page if you wish. To Publish, click “Publish” and to schedule, click the arrow next to Publish, then select Schedule. Now you can select the date and time you wish this post to be published to your feed.
We love this new feature as it gives you the ability to set and forget posts to Instagram! If you want to schedule posts on Facebook, you can do that here too. Ideally, you can spend a little time each week or each month setting up posts and putting content in your social pipeline.
Facebook and Instagram offer very affordable advertising options to help you make more connections and help people who are thinking of buying, selling, leasing or investing. More than 2 billion people use Facebook monthly and over 1 billion use Instagram. Go where the people are, get social, and take your business to the next level with social media!
Now That’s Good to Know!