10 STAGES TO GET THE MOST OUT OF YOUR PAY PER CLICK CAMPAIGN

Stage 1 How to Get the Most Out of Your Execution Plan

First off, if you are a member of AI Pro, please bring questions about this Execution Plan (or any other marketing question) to the weekly Office Hours call. This call takes place every Thursday at 4 PM Eastern Time.

Or post questions in the AI Pro Engage Facebook Group.

Here's how to get the most out of the content in this Execution Plan1. Read through this entire EP, watch any videos and download the

resources. Don't execute on the steps until you have finished reading the entire EP. This will help you understand the progression of the steps and put them into context.

2. Complete the steps - This Execution Plan is a checklist. Each step builds upon the next. Complete each step in order.

Stage 1  Lastly, here's how to use the Execution Plan interface: 1. Progress Bar - The Progress Bar shows you the percentage of the Execution Plan you have

completed.

2. Check boxes - Click the check box to indicate completion of a Course Step or Course Section.

3. Course Chapters - An Execution Plan is a series of chapters that lead to the completion of milestones.

4. Course Sections - Each Course Chapter contains multiple sections.

5. Arrows - Use the Arrow Buttons to open and close the Course Chapter in the Execution Plan. 

Stage 1Why Facebook Advertising?When some of you think Real Estate Investing, I bet you aren’t thinking that’s synonymous with Facebook advertising. But we do it and we do it very successfully.

With about 1.55 billion monthly active users, Facebook is huge, and it continues to grow rapidly each month. What makes the advertising potential so great is that by the very nature of the data found in user profiles - Facebook has amassed incredible demographic and psychographic information on its members. This information includes personal likes, dislikes, affiliations, interests and so on.When Facebook serves up ads to members, it knows far more about them. Consequently, it can show ads that are much more targeted and more likely to convert.

But, for Real Estate?

Think of a Facebook ad as a “bandit sign” that you might place around your neighborhood but with one major benefit – you only pay when the ad works.

So where do you start? We’ll tell you...

Stage 2 – What You Need To KnowYour Marketing Funnel

Before you jump in and start advertising on Facebook, you need to have your “marketing funnel” in place. A marketing funnel is simply your step-by-step process to accomplish your goal- from beginning to end. You don’t want to start paying for advertising without a clear way to turn those “clicks” into cash.

To create your marketing funnel, it is important to work backwards, beginning with a simple question: What is your ultimate goal?• Sell your recently rehabbed property?• Get leads from motivated sellers?• Attract private money? 

Stage 2 – What You Need To KnowOnce you have determined your goal, simply decide the best way to accomplish this, working backwards.

A website is not necessary in order to capture leads, but can be beneficial. If you don’t have the technical ability to create a website, use a pre-made template or simply hire an inexpensive freelancer at a site such as Upwork.com or eLance.com. Otherwise, simply create a Facebook business page that accomplishes your goal.

Once your marketing funnel is fully created, it’s time to begin advertising. 

Stage 3 – Getting Started Facebook Business Manager

Business Manager lets businesses more securely share and control access to their ad accounts, Pages, and other assets on Facebook. Anyone in a business can see all of the Pages and ad accounts they work on in one place, without sharing login information or being connected to their coworkers on Facebook. .

What’s the Difference between my Personal Facebook and Business Manager?

With a personal Facebook account, you advertise for your own Pages, apps and more, with your own ad account, with your personal Facebook profile and identity. With Business Manager, you can have multiple people and partners managing and creating ads for assets you work on, while keeping your personal Facebook profile private. 

Stage 3 – Getting Started Signing Up for Business ManagerWhen you create a Business Manager account you'll log in with your personal Facebook profile to verify your identity. This is similar to logging in with Facebook to access other apps or services. It’s more secure than using just an email address and password to log in.

https://business.facebook.com/

Stage 4 – Creating A PixelCreating a What?A pixel is important to your ad campaign – they allow Facebook to track your ads and see if they are being successful. The Facebook pixel helps to measure, optimize and build audiences for your ad campaigns. 

Stage 5 - ConversionsWhat Exactly is a Conversion?A conversion is simply getting someone to respond to your call-to-action.

Getting someone to open an email is a conversion. Having them click on the call-to-action link inside that email is another conversion. Going to the landing page and filling out a registration form to read your content is a conversion. And, of course, buying your product is the ultimate conversion.

Stage 6 - Audiences

What’s NextOk, so your site and pixel are set up – you know where you want to bring people to, but the next question is WHO do you want to bring there? Who is the audience that you want seeing your ads?With Facebook Business Manager, you have the option to create a custom audience.

Stage 7 – Using AudiencesLookalike Audiences

Now you have your pixel set up, your audiences chosen and what comes next? You know what type of people you want to target; how do you find more like them?

Thankfully, Facebook makes it easy for you to find that. You can create a Lookalike Audience.

Lookalike Audiences are a way to reach new people who are likely to be interested in your business because they're similar to customers you care about.

You can base your Lookalike Audience on a variety of sources (ex: people who like your Page, or visited your website).

Facebook Audience InsightsFacebook’s Audience Insights is one of the best tools you have at your disposal. It essentially allows you to learn about specific audiences before risking your budget or targeting them. It works by mining available Facebook data and showing you exactly who your target market is, based on people who already like your page.

Instead of taking a shot in the dark, you now know exactly which users are likely to follow through with your ad’s call-to-action. It saves a lot of time and money, allowing you to focus on the quality of the ad and avoid wasting time on targeting.

Stage 8 – Creating Ads • Creating Unique Ad Sets for Each Audience• We have created pixels, conversion pixels, created our audiences and

now it’s time to put that all together and create an ad. • One of the neatest features of Facebook’s advertising platform is that

you can create separate ad sets for unique audiences. In other words, you can create two different ads and deliver them to two completely unique audiences. Or you can create the same exact ad and send it to two different audiences. Ultimately, the result is better targeting.

Stage 8 – Creating AdsCreate Your Message & Imagery

Use these guidelines to design an ad that looks good everywhere it appears on Facebook. The recommended image size ensures your image always looks high quality. The recommended text length is how many characters of ad copy could be displayed on smaller screens.

• Recommended image size: 1,200 x 628 pixels• Image ratio: 1.9:1• Text: 90 characters• Headline: 25 characters• Link description: 30 characters• Your image may not include more than 20% text. See how much text is on your image.• Have a Call to Action

Stage 8 – Creating AdsCreate a Landing Page

For example, I am currently using Facebook to advertise a flip Josh has on the market to sell. The ultimate goal is to sell this home. To do this, I need to have people make an offer – but before they make an offer they will need to get inside the house and tour it. In order to get prospective buyers in the front door, we will need to attract their interest, so the goal of my marketing is to peak a prospective buyer’s interest.

One way to do this is to create a website filled with photographs of the property that also includes a form that buyers can fill out to get more information or set up a tour of the home.

Selling a House on Facebook

likes to see what is for sale in their neighborhood, whether they are on the market or not. Use location-specific but amenity-vague copy to intrigue your audience into clicking, like “Peek Inside This Brand New Tremont Listing While It Lasts!”

Stage 8 – Creating Ads Here is the KEY. You should always upload two or more high quality photos to pair with your ad. Facebook will automatically create multiple ads, and you’ll be able to see which images perform best. You can use this information to help you choose more engaging photos for Facebook ads and posts going forward.

We use a professional photographer who sometimes uses a drone to get great street view photos of the homes we are selling.

Stage 9 – Review & AdjustReview Your Ads

Since there are so many different variables at stake, chances of your ad performing perfectly the first time around are slim – and that’s normal. That’s why it’s important to go back after a day or a week to monitor how your ads are performing.

While pay-per-click advertising is a remarkable way to market yourself, your product, or your business- blindly throwing money at Facebook hoping for leads will get you nothing but debt. It is Imperative that you continue to grow, tweak, and monitor your ads so they will provide you with another powerful source of leads, sales, and wealth.

Stage 10 - Conclusion

Putting it All Together

Creating a killer Facebook ad campaign is all about understanding the platform and utilizing the features you have at your disposal. While you certainly need to think about the ad itself, you have to start with the platform you’re using.

Once you determine who you’re targeting and how much you’re willing to spend, you can then focus on the finer details.