By Erica Campbell Byrum
Last week, we looked at the effects of Facebook’s algorithm change that occurred late last year and its impact on Facebook Business Pages, and offered some tips on how to effectively increase one’s reach with the new system in place.
This week, Homes.com presents tips for optimizing your Facebook Page with paid opportunities to extend your reach and generate leads. Now that you’ve gained some traction with organic social media lead generation, amplify your results with a smart Facebook advertising strategy.
Advertising on Facebook allows real estate professionals to not only connect with past, current and potential clients, but it helps gain exposure to their friends and families who could be potential homebuyers and sellers.
Of Facebook’s more than one billion users, close to 80 percent log in daily and the average user spends nearly nine hours a month sharing content, so there are plenty of opportunities to have your ads seen by a variety of people.
Target Your Audience
If you choose to advertise on Facebook, you can distinguish who sees your ad, as they have a very sophisticated system to help you narrow down the demographics of those you want to target.
The biggest advice with advertising on Facebook is to use images, create a solid message and try not to make it look like spam. The latter can hurt your rankings with the new algorithms in place.
Remember, while you might invest in advertising, that doesn’t mean you want to buy clients, so forget any notions of those email “scams” where vendors offer to sell you thousands of likes and shares using fake Facebook accounts. The goal is to attract people naturally based on their general interests and relevancy to your brand, desired location and industry.
Track Your Results
Unlike a newspaper ad or TV commercial, there is an absolute way to measure one’s return on investment from a Facebook ad. This is done with conversion tracking and off-site pixels.
An off-site pixel is a snippet of code provided by Facebook that you place within the tags of a specific page of your site to alert Facebook that a conversion is complete.
According to Facebook, conversion tracking allows the site to track exactly when someone went to your site as a result of your Facebook ad, and with the help of an off-site pixel, they know that the user then performed your desired action.
Further, Facebook’s ad campaigns provide you a comprehensive breakdown on how your ads performed, down to the number of impressions, clicks and other data that are sure to make or break your bottom line.
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