Running Facebook Remarketing ads is as simple as following these 3 steps:
- Install the Facebook Pixel
- Build up traffic to your website
- Create audiences & remarket
Install the Facebook Pixel
To install the Facebook Pixel on your website, your Real Estate business needs to have a Facebook Business Page as well as a Facebook Ad Account.
If you have a Facebook Page already, great!
If you don’t have one yet, you can easily create one by going to this link.
But, you want to know my top recommendation for businesses?
I strongly suggest that you set up a Facebook Business Manager Account.
This is a special type of account that can hold multiple business pages, multiple ad accounts, multiple pixels, and serve as a central location for managing all your Facebook marketing & assets.
To create one:
- Start by going to business.facebook.com
- Then click on ‘Create Account’
You will be presented with a screen where you’ll have to log in with your personal Facebook account.
Once you do, fill out your Business & Account Name and other details.
On the next screen, you will be asked to enter details such as your Country, Street Address, City, Zip Code, etc.
Confirm the email address you entered, and your Facebook Business Manager is ready to be used in creating your pixel.
You can then install the Facebook Pixel using the steps in this short video.
Build up traffic to your website
Once the pixel is installed, you need to begin driving traffic to your real estate website.
PRO TIP: Do NOT send this traffic to your homepage.
Homepages don’t have a very good reputation as far as driving conversions is concerned.
This is because homepages are designed to almost be a catch-all page. It is not made with a specific audience in mind. Homepages are designed with every type of visitor in mind.
And as such, they are unable to get specific types of web visitors to take the action you want.
My advice would be to send them to a well thought out landing page of some kind.
A landing page typically has one goal in mind.
They don’t have a lot of calls to action distracting the visitor and they are designed to speak to a specific visitor about a specific pain point or passion point.
So, you want to build traffic to your website/landing page.
With the pixel installed, it will be tracking visitors as they come to your website. It will track …
- which pages they visited
- how much time they spent on your website
- the no. of pages they visited
- the actions they took on your website
- and so much more!
For this step, my recommendation is to run Traffic campaign ads on Facebook.
These types of ads are designed to get more people to visit your website or landing page.
PRO TIP: Optimize your campaign for landing page views, and not clicks
When you’re creating your campaign, you have the option in your ad set to decide how it optimizes your ads. Unless you have a unique use case, my recommendation is that you use landing page views as much as possible.
This ensures anyone who clicks on your ad will actually wait for the page to load and view the content on the page.
If you create a Traffic campaign and optimize for landing page views, without installing the pixel first, the campaign will not perform properly.
This is because your campaign has no way of knowing when someone triggers a page view.
Your pixel is what is able to record a page view and send that data back to your campaign.
As I said, the pixel is the best-kept secret of Facebook Ads. 😃
Almost every form of advanced advertising on Facebook depends on this ‘little’ thing.
So you’ve installed your pixel.
You’ve got a traffic campaign setup and running.
Prospects are visiting your landing page and your pixel is recording this data.
In order to begin to remarket, you need to create something called a Custom Audience.
In simple terms, a custom audience is a group of people who have previously interacted with your business.
That interaction may be online or offline; doesn’t really matter.
The important thing here is that custom audiences have interacted with you before.
Meaning they are far more likely to take the action you want because they are already familiar with you.
There are different types of Custom Audiences, but for our purposes, we will be looking at Website Custom Audiences.
Essentially, a custom audience based on visits to our website.
So, here’s where you need to get creative and think about who you want to target as a custom audience.
Watch this video to get some ideas.
And that’s how it’s done.
Website custom audiences are truly powerful and are only limited by your own imagination.
If you go ahead to create Facebook Pixel Events on your website, you can get really ‘ninja’ and do some cool stuff.
For example, if you created an event that tracks every time someone books a viewing of one of your properties, you can create a custom audience based on everyone who visited the booking page and excludes everyone who triggered the ‘book a viewing’ event.
If all that sounds like jargon, don’t worry about it.
Just know that custom audiences are the key to creating a remarketing campaign.
And once you’re done creating it, you now want to create a campaign that targets that audience specifically.
In your ad set, instead of specifying the demographics, you simply enter in the name of the custom audience you want to target.
And that’s it pretty much.
Like I mentioned in the video, I suggest you experiment with different custom audiences.
Think about how your website is structured.
And also the different stages that a visitor may go through before doing business with you.
Use that to then create custom audiences of high-intent visitors to nudge them further and further down the sales funnel.