There are other ways to run Facebook Ads in KW Command even if you have no listings. While a listing is a great way to attract low-cost leads through Facebook lead forms, there are alternatives. In this guide, I’ll show you how.
Tutorial Videos
Placing the ad and Building the Landing Page
Leads for this hyperlocal ad came in at $2.30 per lead.
Reviewing the Ad and Building the SmartPlan
Hyperlocal Ad: Just Reduced Neighborhood
- Go to Campaigns
- Click CREATE
- Choose ‘Attract Buyer’ as Your Goal
1. Set Your Name & Goal
2. Skip add a Listing
In this case, we are not using a listing for the ad, so this can be skipped.
3. Add your Ad Text
Here, you’ll add your Main Copy (125 Characters or Less), Your Headline (40 characters or less), and a Description (250 characters or less).
I like to change the view to mobile and keep the character count to what appears on a mobile ad.
4. Add your Image
You can add media to your Facebook ad which can include a photo, multiple photos, and video. In this ad example, I only used one image. It’s a pic of the neighborhood. You can also choose to upload a photo from KW command Designs or create one in Designs.
It’s suggested to use images that are larger than 600 pixels on the long edge and they must be JPEG or PNG format, with a maximum size of 3MB.
You can choose to add a video rather than a picture that can change the outcome of the ad considerably. I suggest running both to see which performs better.
Your video can be a neighborhood video that you created in KW Command, a video in Designs, an uploaded video created outside of KW Command, or an embed link from a host such as Youtube.
The video must be shorter than 10 minutes and a file size smaller than 250MB. Your video should have the extension .mp4 or .m4v.
5. Place Your DBA Logo
Your DBA Logo is the market center logo that is required for advertising. KW Command ads your DBA Logo from your Marketing Profile. You can align it left or right.
If you haven’t set your DBA logo yet, you can find that here. Keller Williams recommends using the .png format in the RGB folder.
You can also upload a logo at this time for the ad.
6. Choose The Facebook Page
When you connect Facebook to KW Command, you’ll connect using your personal profile. Then, your Facebook Pages will become available for ad placement and social posts. While you connect through your personal profile, only pages can be used to place your ads.
In the Channel Options, you can select any of your business pages that are appropriate to place your ad.
7. Choose The Destination
When you want to capture leads and not just generate traffic, you’ll want to choose the Facebook Lead Form option over the Use a site or landing page option.
When you choose the Facebook lead generation form, the user’s profile information is collected by Facebook and sent to you prior to them being sent to the URL or landing page.
The button call-to-action labels are limited, so I leave this at Learn More.
The Follow-up Destination URL is created by using your KW Command Website. In this case, I simply visited my Las Vegas KW Command Website like a consumer would.
By the way, my brothers Jeff and Paul Helvin build out KW Command Websites if you need help. Call them at 702-917-0755.
Use the filters to customize the listings on the page. To generate the just reduced feature, click on more, scroll down to the bottom, and toggle price reduced >7 Days to on.
Then, find the long URL listed in the browser bar and copy it. This is the link for the follow-up destination. Once the user clicks on the ad and submits the form, a new window will open, taking them to this page.
The page is dynamic. Dynamic means that any changes in listings, prices, images, etc. will automatically update without you having to change anything.
8. Choose your Ad Target
With Ad Targeting, you can choose to target a custom audience or target your database. In this case, I chose to target a custom audience based on location only with no interests.
I selected my city (Las Vegas), and the smallest radius option which at this time is 15 miles.
I experiment with interest. Sometimes I use them, sometimes I don’t. With Facebook, you are actually bidding on the audience when you place the ad. Interests will eliminate anyone who is not listed in that interest group and will change the cost of your ad.
It’s important to test interests before assuming it will be a better ad if you use them. You’ll only know by testing 2 ads at the same time with the ONLY change being the interests option.
9. Set your Duration and Budget
In this example, I ran a 10 day Ad for $10.00 per day. When I’m placing an ad that is time sensitive, I’ll spend the budget faster choosing fewer days. In this case, it’s evergreen and a longer time frame might improve the relevance score of the ad which can generate cheaper click and lead costs.
10. Publish Your Campaign
Once you have your ad set, find the Publish Campaign button at the upper right of your screen.
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