Ads Manager Lingo

Avarie W
A free video tutorial from Avarie W
Business Development
4.3 instructor rating • 1 course • 1,094 students

Learn more from the full course

The Social Agent: Social Media for Real Estate

Real Estate system for generating leads through social media marketing, primarily FaceBook

05:54:04 of on-demand video • Updated November 2020

  • Execute campaigns to target key areas and ideal home buyers/sellers
  • Generate leads successfully and efficiently through social media marketing
  • Develop and execute a social media marketing strategy specifically for the Real Estate Industry
  • Design, build and execute a Facebook Marketing Campaign
  • Create high quality graphics for all social media accounts and email marketing
  • Create, access and launch a sponsored YouTube video advertisement
  • Gain crucial insights and statistics of your Facebook audience
  • Maintain and grow organic exposure for Facebook Business page
  • Efficiently navigate and use the Facebook Ads Manager dashboard and platform
  • Understand Facebook marketing nuances and how to implement those into your Real Estate social media marketing
  • Develop an ad copy strategy with proven elements and verbiage for the Real Estate industry
  • Quickly and efficiently post relevant material that your fans will love
  • Navigate YouTube's campaign dashboard through Google Analytics
  • Understand the key differences in types of YouTube sponsored ads to determine the best for you and your area
  • Create and design a professional Facebook Business page that adheres to Facebook guidelines
  • Significantly increase traffic to your Real Estate website by funneling your social media audience
English [Auto] Hey social agents and welcome to the first lesson of Unit Five This lesson is going to be about the lingo with your ads manager. This will help in the use of it because there's a lot of unfamiliar terms as well as abbreviations for things. So first I want to look at the campaign ads set. And then of course that ad so it's important to understand that an ad set and ads exist with in your campaign. So within a campaign you could have an ad set which could an ad set could have then multiple ads or maybe the campaign only consists of just one at. So your ads set could be multiple ads where it varies depending on which audience. So it's a more targeted ads that same objective. But you can in your ads that have multiple ads where you can change the budget and the schedule and you can also change the audience. Your campaign is the overall objective of all of those ads and that's where the ads has an ADS will exist is in each individual campaign you then have your bidding. So whenever you're setting up your campaign and we'll look at this when we go into the actual ads manager it will ask you if you want to do a manual or an automatic bid. So an automatic bid is optimized to reach your target objective which is to get the most out of it. So this is Facebook automatically optimizing the bid based on what other advertisers are bidding. And for the highest conversion there is also a manual so you can choose what you're willing to pay. So if you're only willing to pay 50 cents then they will max out you're better at that. So if there's other advertisers that are marketing to the same exact audience they will their ad will be placed within the News Feed and yours. So that's where the manual comes to it. Two of fact and I recommend to just use the automatic because Facebook will optimize it for you to reach the most amount of people to get your highest conversion for the objective that you have set. There's also a bidding per impression bidding per click or bidding per action. So when you select the automatic bid. Selecting it per one of these objectives. So the cost per impression is going to look like CPM and what that means is when you're bidding for the cost per impression you're bidding for awareness. So an impression means that your ad has shown up in somebody's news feed. So all you're paying Facebook is to put that ad into someone's newsfeeds you're not looking for an action you're just looking for that awareness. So CPM is for more of the big brands that we talked about in the previous unit when you're doing that brand awareness. It's to be top of mind you're actually going to want to look into the cost per click because we want people to leave Facebook and go to your Web site. Right. You want them to leave and go look at homes. You want them to leave and get a home value report. It's not as much awareness as it is getting them to engage with your site outside of Facebook itself. So the cost poort cost per click or cost per link is the action that we're going to be looking for. There's also what's called a CPA which is which is cost per action but that actually cost per action within the ad itself. So what is that engagement. That's the action that you're paying for your paying Facebook for you know putting it on to audiences newsfeeds who engage with posts whether it's liking harmony and sharing at. And then of course if you're doing a video you can select cost per view. So that's if you want a really high view of the video because the video itself is what is selling your product now with a home it's a little bit more complicated and you can't expect to sell a home with just a video. If you selling a $10 product then you would want to do a cost per view because that 30 second video might sell that actual product. But the intention of our video is to get them to go to your Web site. So even though you're using a video as that visual form of your advertisement you're still going to want to select as your objective. The cost per click for the Web site. So you'll be bidding for that CPC because you want them to again go to your site to look at homes and whichever that landing pages that you're selected for that advertisement when you're looking at the ads manager and you're comparing your ad to how it's performing it's going to also show you your here. So this is something that's important it's Conder click through rate and this is the number of clicks that that result of an ad divided by the number of people reached. So basically what you're click through rate is is it's the number of it's the percentage that you're looking at of who is engaging in actually looking at it because when you set a campaign you want to look at these measures. The click through rate what you're bidding is so that you can tweak your ad or leave it right. So if you have a good quick rate which means that you're getting based on the number impressions you're getting a good amount of people engaging with that then you'll want to keep that ad going live. But if you don't have a good click through rate then you'll want to scale it back. So the click through click through rate you're going to want to look at the links so the click through rate on the link that you've set a good click through rate is if it's more than 2.5 percent. If it's less than 1 percent I advise use it in that campaign and return to the drawing board. So just look at the you know analysis of it which we're going to look completely into analyzing this more in unit unit 6. But right now I just want you to get an idea of the lingo. So the click through rate. Take a look at it. If it's less than 1 percent then the is not performing well and you don't want to keep throwing money at something that isn't going to lead to higher conversions. However if it's over 2.5 percent that means it's doing awesome and double down which means not only keep it going but put more money towards it because that means that it's working. So make sure that you're not only looking at this click through rate. Also look at the Web site on your traffic to your site and how your conversions are there. And of course you're in Leeds or you want to look at everything but this quote rate is a good place to start. So Facebook's bidding. We talked about how you can do manual or automatic bidding but how was that even determined. And in a nutshell Facebook will show your bid or choose your bid based on how competitive your target audience is. So if you've selected a very broad audience and there's a lot of other companies that are trying to reach that same exact audience at that same exact time then it's going to be a higher bid. So it's not only just the audience itself but it's also the time of the year. So let's say you are a florist and you are bidding for a certain demographic and it's also right you know week before Mother's Day or something. It's going to be a high bid. So that's where some industries the time matters. But for you guys as real estate agents you're trying to reach somebody at any time. Right. You do have high seasons depending on where you live. But you know like we said before buying or selling a home it's not always something that you plan and you do it based on where the market is it's not necessarily a certain time of year. So bidding for you guys is should be pretty consistent. And again it just depends on your audience. So when you see a different bid that's why. Because there could be a completely different industry that's trying to reassure same audience so it doesn't matter what industry you are it matters what the audience is. And when you do your campaign and we show this in the booth said it will show you an estimated reach and it does this again through the ads manager itself. So your potential reach is the number of active monthly users with your customer audience parameters. So if you selected age 25 and up and they're in a certain zip code Facebook is going to take the number of people that are reach the demographic that you've set for that custom audience who is active monthly. So they're not going to take every single Facebook account because there are some people that have accounts that don't go on it more than once every couple months or maybe they created an account a year ago and they've forgotten about it. So Facebook doesn't take those into account which is nice because it gives you an actual real number that you can rely on. It's going to take those people that are active monthly. And then there's your estimated daily rate. So this takes into account your budget. So if you have a budget of $50 then your estimated daily reach of those potential people is going to be greater than if your budget was only $25. So that's what that daily reach as it's the estimate a number of people that your ad can reach based on your budget and also estimated based on similar ads within that same custom custom audience. So similar ads that not necessarily you have done but that your competitors have done as well. And then last but not least there's your relevant score. So you'll see your relevant score on your ads manager next to each campaign. And this is a rating of 9:59 it's based on how your audience is responding to your ad and it's calculated app your ad receives more than five hundred impressions. So once you have those 500 is when you can actually see it. So don't be alarmed if it doesn't show up right away and unfortunately you can't set it and it gives you an estimated relevancy score like it does with the estimate a number of people you have to actually set the campaign first before you can see the relevancy score and the factors that effect it is the positive and negative feedback. So that's why you have to have those five hundred impressions for Facebook to say how are people responding to this ad. So positive feedback would be a comment or watching of the video or like negative feedback doesn't mean that they're commenting on anything. It means that they have selected to hide the post. Sometimes they can select hide posts from this page forever. So those types of actions are the negative feedback and that's when irrelevances score is low. If your relevancy score is high which I believe anything above five is a high relevancy score then you're paying less to reach more. So you're going to get more towards that higher estimated reach that Facebook has estimated for you if your relevancy score is higher. I also want you to take into account that relevancy score is not the end all be all. So if your relevancy score is a three but you're getting a ton of leads then there's no reason to change your campaign. Because let's be honest. Facebook is not always 100 percent correct. This is just an estimation. This is what Facebook has deemed to be relative. But let the numbers speak for itself. So it's a good place to look. But again it's not the end all be all. So take the relevancy score the grain of salt. Look at it. If it's low that's when you want to look at your leads coming in. If you have them coming in. Great. Just leave it. If they're not coming in then dig further. Look at the relevancy score. You can look at the feedback that's coming in from it and you might have to look at that click through rate and it might be time to go back to the drawing board. But don't do that immediately just because Facebook has said hey this is irrelevant. So do a little bit more homework and see what the traffic looks like before you take any extreme actions. OK guys now that we have a little bit more familiar with the terms a one to dig deep into going into the ads manager in the next lesson. So go ahead and click next and we'll begin looking at the ads manager.