Social Media Marvin Joles III
How to Advertise Successfully on Facebook Chinnapong /AdobeStock
A contractor’s tips to help you write, schedule, and target Facebook ads YOU HEAR ABOUT sealcoating companies, and other asphalt companies, using Facebook ads for generating leads. You see people posting about their results online. You wonder…what the heck are they talking about and how do I even make a Facebook ad? While this topic can be very simple to cover, it can also be complicated and intimidating if you have never tried it. Honestly, it is like anything else in our industry when it comes to seeing results, you get out what effort you put into it. This article is designed to get you going from ground zero and is literally the tip of the iceberg. At our company, we don’t even go as full scale as I have seen some companies go. So, let’s go over how people use Facebook, what is
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Business page to start, and you can even ask Google, ”how-to,” if you like. There are plenty of videos and guides to help with that. The cost of a placed ad is whatever you desire to spend. Even just $5 if you wish. You can go to your page or use Facebook Ads Manager (now Facebook Business Suite), which I prefer, to place an ad. When you get ready to place an ad, think about what kind of people need your service, then use wording that will resonate with them. Don’t set your expectations real high to start. It takes some practice to learn how to target well. A good tip is to look up “choosing the right advertising objective.” When it comes to making an ad, Facebook will help you through it. They want you to spend money using their service, after all.
Setting Facebook Ad Goals needed to start, the cost of ads, goals, how to find an audience, and what type of ads to place. First off, Facebook shows the user what is relevant to them by what they have looked at, “liked,” or interacted with before -- and nobody wants to be hard sold on Facebook. They will keep on scrolling if they are. Honestly, it doesn’t matter how much money you spend. The ad must be good, and in some way, it must create value. Facebook wants people to spend more time on Facebook, so they push the ads that keep people there and engaged. There is limited space for ads to be displayed on the user’s wall, so Facebook filters the ones that people stay on and engage with most. Facebook uses a relevancy score to put ads that are relevant to the user in front of them. That’s where the attention is, and that is where we want to be. As for you, you only need a Facebook
Let’s go over some of what your goals should be when running a Facebook ad. First, to create brand awareness and generate reach. Second, create traffic to your site, engagement with your business, video views and leads. Third, converting viewers into customers and getting calls, emails, and messages. And finally, sales! Your goals may be different from what I outlined, but while reading this article you should at least be thinking about your goals while placing your ads. Another tip: To create the view of just how diverse and experienced your business is, try doing 10 ads about 10 separate things you offer, not one ad about 10 things you offer. This tactic will also spread your time line coverage out to help create brand and reach. Remember, for your ads to work to their full potential, you must target your audience correctly. Let’s look at that.
January 2021 • Pavement Maintenance & Reconstruction • www.ForConstructionPros.com/Pavement
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