Building a Facebook ad campaign is a strategic undertaking. In order to maximize your return (in the form of WARM leads) you MUST have the correct campaign objective selected.
There’s many options available. The most commonly used are engagement campaigns, traffic campaigns, lead generation campaigns and conversion campaigns. Choosing the wrong the campaign type can be a very costly mistake.
Engagement campaigns will get you more page views, but no opportunity to gain leads.
Traffic campaigns are designed more for blogging, where they drive traffic to your web page.
Lead generation and conversions will allow for the collection of submitted user information.
Facebook is very intuitive and complex. What Facebook does, unbeknownst to the lay user, is they group everyone into specific buckets based on your typical actions. Here’s the breakdown:
-People who click (on posts, links, ads etc.).
-People who opt in (click and submit information).
-People who never click but “like” everything.
The “likers” are going to mostly be shown Engagement ads.
The “clickers” are going to be mostly shown Traffic ads.
And those who are likely to opt in or download information from posts will go to conversions and lead generation campaigns.
So, as a real estate agent hoping to capture leads, which group of people would you like your ads to be seen by?
Opt-ins. Every. Single. Time.
When I run ads for my clients, I’m using lead generation campaigns and conversion campaigns. The difference being that lead gen campaigns keep the user on Facebook, while conversion campaigns will take them to an opt-in landing page outside of Facebook. The bonus is having two types of campaign objective buckets that we are able to run ads to and get even better results.
This is also how Facebook is able to keep the cost of advertising with them so low. They don’t blindly broadcast your ads to just anyone. They have a selected bucket of people who are tailored to act on your ads.
The name of the game in real estate is leads and building your network. There’s no better way to do that than through lead generation and conversion campaigns on Facebook.