Trying to make the most of real estate agent ads on Facebook this summer? Here are a few practical suggestions on how to make sure your ad budget won’t run amok.
How to minimize the cost of real estate agent ads on Facebook
1) Increase relevance score for your campaign
Once you start running your campaign, Facebook will calculate a relevance score for it. The metric varies from 1 to 10. It’s based on people’s feedback and is updated in real time. Positive feedback includes likes, views, clicks, conversions, etc. and directly impacts your campaign score.
How exactly does relevance score impact the cost of your ads? Here’s what Facebook reveals:
It can lower the cost of reaching people.
Put simply, the higher an ad’s relevance score is, the less it will cost to be delivered. This is because our ad delivery system is designed to show the right content to the right people, and a high relevance score is seen by the system as a positive signal.
All in all, if your campaign has a low relevance score, you have two options:
- play around with the settings and targeting options;
- suspend the campaign if that doesn’t work and you’re spending more and more with no apparent result.
[Related post: Real Estate Facebook Ads: Top 8 Features to Try Now]
2) Be as precise as you can
The more people from your audience see your ad, the higher the odds they will positively interact with it (click, view, download, etc.). But in order for this to happen, you have to figure out the correct targeting options first.
Luckily, real estate agent ads on Facebook can be run using a variety of targeting options so you can be very specific. For example, you can narrow down your reach to 50-year-olds in a specific zip code.
To show you just how broad targeting options are, here’s an example of how behavioral targeting can look like:
3) Craft better ads to increase click-through rate (CTR)
Like we were mentioning above, positive feedback increases the relevance score which, in turn, reduces overall costs.
Some good ways to create better real estate agent ads on Facebook are:
- include an eye-catching headline and compelling image;
- use the right call to action;
- don’t try to show your ad as often as possible. In fact, keep the ad frequency low as people are likely to hide or report the ad if they see it too often;
- desktop delivers higher CTR than mobile.
[Here are the top-performing Facebook headlines that will be helpful for your campaign].
4) Test before launching in full
Pick a couple of images and headlines and A/B test the ad with a small audience. This can help you tweak things before there’s no budget left and see how the relevance score works.
5) Exclude mobile
Mobile is very important as we all know, but you could exclude mobile from your ad campaign reach if you wanted to lower your costs. Desktop ads deliver higher engagement and click-through rates and so increase relevance score and reduce your costs. Ads look better on the desktop (you can use larger images and more detailed descriptions) and it’s easier for people to take action (click, view, download, etc.).
To exclude mobile from your ad reach, go to the “Placement” section in campaign manager and manually disable mobile.
Over to you – keep these handy suggestions in mind next time you run real estate agent ads on Facebook to keep your ad budget under control.