User Tools

Site Tools


facebook_marketing_tool_user_guide

Facebook Marketing Tool User Guide

Features of Each Ad Type

  • Advertise a Property Detail page from your Real Geeks website
  • Choose which photos from your Real Geeks website that you would like to display.
  • The Carousel will display the photos in a slideshow format
  • The Collage will enable you to choose 2-5 photos to create a single collage with that also shows the number of additional images leads can view when they click on your ad
  • Create custom captions for the photos with two descriptive lines of text.
  • Available fields on the main creative and sub creative fields will pull specific data for the property used.
  • Note: Search URLs cannot be based off of the map search.
  • Display custom search results
    • Select whether you’d like the carousel images to link to “Search Results” or the “Property Landing Page“
    • When editing the main creative for your post, the Available Fields will pull in information about the search you used.
    • When editing the sub creative fields for each carousel, the Available Fields will pull in detailed information for each property.
  • Note: Search URLs cannot be based off of the map search.
  • For easy referencing, under each carousel image, the tool will display the search parameters and the short link to each search generated
  • Combine Available Fields with written text in the sub-creatives to accurately describe each search result
    • The main creative will pull in aggregate information from each search
    • Each sub creative will pull in data about that specific search
  • Each image in the carousel will display a map with red houses signifying where each of the properties from that search result are located
  • If a user clicks on one of the images, it will take them to the search results page from your Real Geeks site for that particular search
  • There must be at least two search links included in the carousel for this ad type.
  • Take any area or content page with search from your Real Geeks website and use the URL from that page to create your ad.
  • This page must have a list of Property Display Search Options configured.
  • Choose to link carousel images to an “Area / Content Page,” “Search Results,” or “Property Landing Page”
  • Choose whether you’d like the Carousel to display images with properties on a map or property images
  • Combine Available Fields with written text in the sub-creatives to accurately describe each search result
    • The main creative will pull in aggregate information from each search
    • Each sub creative will pull in data about that specific search
  • Take any landing page from your Real Geeks website and use that to create an ad.
    • Examples include your Home Valuation Tool, Coming Soon Property Landing Page, etc.
    • Use this ad type to create a Coming Soon lead capture page by adding “?view” to the end of the page's URL
    • The ad content will include the Short URL
    • The tool will automatically pull in the image from the landing page you used
    • You have the option to replace the image if you want to
    • The tool will pull in the Page Title as the Headline and the Page Description below
      • These can both be customized for your ad
  • Choose Landing Pages
    • Examples: Search Icon, Map Icon, Home Valuation Icon, Market Trends Icon, Home Page
  • When a lead clicks on one of the images from the carousel it will take them to the landing page for that link
  • There must be at least two links included in the carousel for this ad type.

Video Ad

  • In the top box, paste the link of the URL of the page on your Real Geeks website that you want leads to be directed to when they click on your ad.
  • Edit the Top Main Creative, Headline, and Description with custom text
  • Select “Use Custom Video”. This video gallery will display the videos that have already been uploaded to both the Facebook Ads Manager and Facebook Business Page. If you have not yet uploaded any videos to either source, select “Upload Video” to upload a video directly within the tool. The video will not be saved in Real Geeks.
  • Videos that are pulled from your Facebook Business page can only be used on Boosted Posts and Post Only. Videos from your Facebook account can only be used for Ad Only
  • Videos that are uploaded to Facebook through the Real Geeks tool are uploaded to both the page and account so you can use the video for any ad type
  • Boosted Post and Post Only: Use the Short URL to link leads to your website. Headline and description fields will not apply to these options either due to Facebook regulations.
  • Headline and Description are displayed on Ad Only.

Note for All Ad Types

  • Polygon Map Search Links from the Interactive Map Search are not compatible with the Facebook Tool.
  • Instead, you can use one of the following workarounds:
    1. Create a Content Page and create the desired Polygon Map within the Property Display Search Options. Link to this page in the Facebook Tool by using either the Single Search Ad or the Area/Content Page w/ Search Ad template. The Single Search Ad template is compatible because there is search criteria on the page itself within the Featured Properties section.
    2. Create a saved search from the Interactive Map search link. Open the saved search and use this link to create a new Facebook ad.

General Information and Settings for All Ad Types

Lead Assignment

  • Assign leads from a particular ad directly to a specific agent by choosing the agent's name from the Lead Assignment dropdown menu
  • Choose “Default Lead Assignment” to apply the lead assignment settings from the Lead Manager

Top Main Creative

  • This appears above the ad images on Facebook

Sub Creative

  • This appears as two captions, one for the top line and one for the bottom line of text below the photos.

Past Ad Templates

  • Ad templates used for previous ads will be saved and can be pulled and reused. These will be displayed in the top right of the “New Ad” page.

Available Fields

  • Dynamic fields that will populate property specific information depending on what type of ad you’re creating.
  • By using these, you will be creating dynamic templates that can be used for future ads.
  • Each ad type then has it's own individual “Past Ad Templates.”
  • Each ad template that uses “ Available Fields” will pull in the correct information for the link you're using.
  • For Search Ads, the Available Fields in the main creative correspond to an aggregate of all properties. The Available Fields for the sub-creative correspond to the individual properties.

Images

  • Multiple Images: Ads that include multiple images will appear in a carousel on site. This enables views to click right and left to view additional images.
  • Image Optimization: Regardless of the number of results from your search, Facebook will rotate through them all, displaying five different carousel images at a time. It will then optimize your ad by displaying the five properties or images that generate the most attention to your site. Note: This applies to the original versions of the Single Search and Area / Content with Search Ad Types.
  • End Card: Each ad has the option to “Include an End Card with Profile Picture” that will display at the end of the image carousel
  • Carousel Items: There must be a minimum of two items included in the carousel.
  • New Single Search and Area / Content with Search Ads: Choose which images from the search result that you would like to send to Facebook. The tool will automatically select the first 5 properties that return from the search. You can clear all the images, remove them, and re-add them as you wish. You can send up to 5 images and you must send at least 2. When you create the post it will send over the selected properties in that order, and the image order will remain static on Facebook.

Three Types of Ads/Posts

  1. Boosted Post: This will create a post on the associated Facebook Business Page that also gets delivered to an audience of your choice as an ad.
  2. Ad Only: This post gets delivered to the selected audience, but it doesn’t get displayed on the associated Facebook Business Page. This means that the ad gets delivered from your Facebook Business page, but it doesn't create a post on that Page's feed.
  3. Post Only: This post appears in the newsfeed as a post from the associated Facebook Business Page. It does not include an audience, payment, or length of time and is just like a regular Facebook Post

Campaign Options

All ads must have these 3 settings configured

  1. Audience: Select an audience from the drop down menu. These are pulled directly from the linked Facebook Ad Account. All audiences need to be configured directly in your Facebook Ad Account before you can access them in the tool.
  2. Daily Dollar Amount: This must be greater than or equal to 2.
  3. Number of Days to Run the Ad: This must be greater than or equal to 2.

Advanced Options: These settings are optional

  • Ad Scheduling
    • Run ads all the time
    • Or run ads on a schedule
      • Use the schedule grid to select which specific days and times you want to run the ad. The money you allocate to the ad will only be used during these set times and your ad will only display on Facebook during these times.
  • Placement
    • Choose where on the Facebook interface you want your ad or boost to display.
    • This option only applies to ads and boosts.
      • Desktop News Feed: This is visible when Facebook users select “Home” while on their desktop computer and view the Live News Feed.
      • Mobile News Feed: This is visible when Facebook users select “Home” while on their mobile device and view the Live News Feed.
      • Audience Network: This extends the power of Facebook ads off Facebook. It targets your specified audience within additional app-based mobile experiences. For more information, please visit: https://www.facebook.com/business/news/audience-network
      • Desktop Right Column: This is the sidebar that displays on the right side of the Facebook webpage and consists of only advertisements.
  • Campaign Objectives
    • Website Clicks: Facebook recommends starting with this objective to drive traffic to your site.
    • Conv. Sign Ups and Conv. Seller Sign Ups: Once at least 25-50 leads have been generated from Facebook advertising, select these options and Facebook will analyze the leads' details and target ads to similar groups.
  • CTA Dropdown: Choose between six different Call to Action Buttons to help drive traffic to your site.

Dashboard Overview

Our strategic goal is to have the ad manager dashboard and reports be a more convenient monitoring interface than the Facebook UI. For example, our dashboard auto-refreshes click-through rates and leads into the page throughout the day (just leave it open in a browser window) whereas Facebook requires you to manually refresh the page which often takes more than 5 seconds. In the Ads Dashboard, you can see all the ads that are created.

Dashboard View

  • The design of the product is to provide full visibility and control of the site’s Facebook advertising campaigns
  • All Facebook Tool Admins within the company will be able to see one another’s ads, but they will not be able to take action on another agent’s ad
  • The dashboard is configured to show active, pending, and then completed ads in order of which were most recently completed.

Ad Statuses

  • Inactive: Displays when the ad has already run its timed course
  • Paused: Displays when an ad has been placed on hold

To manually pause an active ad, select “Pause” from the bottom right corner of the campaign box.

Replicating Ads

From the Dashboard, click upper right hand corner of the Ad, on the green arrows

  • Additional Ad within Campaign and Create Ad for this Post: Adds another ad within the campaign to target a different audience, ad spend, schedule, or placement. This will run the same ad content with different campaign options, meaning audience, daily dollar amount, and length of ad. Simply save the new campaign options and readvertise. This is also great for when a previously successful ad has run the length of its course and you want to reuse it. It delivers the same outcome to Facebook as choosing the “Ad Only” option from the “New Ad / Post” screen.
    • Create Ad for this Post: This action delivers the same result as “Additional Ad within a Campaign,” but will trigger for Facebook posts, not ads.
  • Clone Campaign: Creates a new campaign using the information and creative content from the original ad. This is great for the Single Search and Multi-Search Ads because it will pull the most up-to-date information. This enables you to refresh your ads and keep them current with new property data.
  • Editing Ads: If you have a previous ad that you want to edit, we recommend pausing that ad, cloning it, and making the desired changes.
  • Preview Ads: We don't have a way of previewing an ad right now, but you could create a post-only on your page to preview the post on your page and then choose the “Create An Ad From This Post” option on the dashboard.

Archive Posts

This feature enables you yo archive posts to clean up your dashboard.

When you archive a post it gets removed from your dashboard, but this does not pause a campaign or delete a post on Facebook. Reports generated in the tool also aggregate stats from archived posts, so posts with campaigns that had leads will still be reflected in your reports.

Unarchive Post: If you didn't mean to archive a post, you can easily remove it from the archives and put it back in your dashboard by going to your “Archived Posts” (a new option in the pagination for the dashboard), finding the accidentally archived post and selecting the “Unarchive” option for that post.

To View Your Ad on Facebook

From the Ads Manager, click on the link of the ad campaign or the “Likes”, “Comments“, or “Shares.” This directs you right to the ad on the Facebook interface to help you engage with the users

Statistics & Analytics

Facebook Pixel: The Facebook pixel will automatically be added to your Real Geeks site as soon as you create your first ad using the Facebook Tool

Statistics: The new tool is using the Facebook Ads API that tracks all the ads stats. It reports directly from Facebook, however it displays the stats that are most vital to monitoring the success of your ad. Therefore, not all the stats displayed in Facebook are also displayed in the Facebook Marketing Tool

Likes, Shares, and Comments: The numbers at the top of the campaign's reporting box include organic (non-paid) likes, shares, comments from people who did not see the ad (friends, followers). The numbers within the boxes only count likes, shares, comments from people who saw the paid ad and acted on it. Therefore, the numbers on the top should always be greater than or equal to the ones on the bottom.

Please Note: The application does not track traffic, likes, etc. for ads that were created from outside the app (for example by boosting it).

Reports: Automatic Reports get generated each month, and can be broken down by daily performance.

  • Create a report in MM/DD/YYYY format

Manage Listings

The Manage Listings feature provides an overview of which listings individual agents or the entire office has run ads for. Users can monitor their marketing progress, and create single property ads for listings quickly. It can be filtered by Agent ID or Office ID. The Office ID and Agent ID in the Manage Listings feature are case sensitive

Settings: Before using this feature, in the Settings | Help tab, users must have a minimum of either one Agent ID or one Office ID saved in order to use the Manage Listings feature. If you are unsure of these IDs, type in an MLS number that you know fits either one of those criteria, and the tool will return the associated ID.

Access: To access this feature, select “Manage Listings” from the Navigation tab in the Dashboard of the Facebook Marketing Tool.

Filter Listings: Filter and manage the advertising activity for all of the office's listings by selecting Office ID. Filter by Agent ID to see a narrowed down list of just one agent's listings and manage his or her advertising.

The list view defaults to first display properties that already have associated ads or posts. It can then be arranged to display by list date, last advertised, or by ads.

Create Ads: With either filter, users can quickly create a single property ad by clicking on “New Ad”. The tool will automatically pull in the MLS number at the top of the ad template and all of the associated property data so that users can create a new ad quickly.

facebook_marketing_tool_user_guide.txt · Last modified: 2017/12/15 17:57 by brittany