FACEBOOK ADVERTISING GUIDE ANY QUESTIONS? PLEASE CONTACT: BRANDON JAMERSON – BJAMERSON@HVAC.MEA.COM OR HEATHER BUCHICCHIO – HBUCHICCHIO@HVAC.MEA.COM

Why Facebook for your business?

Connects you with existing customers, while increasing your exposure to potential new customers

Allows you to gather more leads at a lower cost than ever before; Low total cost as well to reach a meaningful audience

Reaches a targeted audience with better efficiency than other media

Receive meaningful insights about who is engaging with your brand and services to better customize your offerings

Local content is rewarded and has potential to reach more people directly in your area than any other type of media or advertising

Quick and seamless activation

How do you get started?

Create your business page at https://www.facebook.com/business/ Enter basic details about your business (category, name, location, phone #, website)

Add a profile picture & logo, along with information about your offerings Add to your favorites so that you can access the business page while logged in from

your personal account Define your target audience/customer (more detail on that to come) Start engaging with your local area and building a following

https://blog.hootsuite.com/steps-to-create-a-facebook-business-page/

Advertising on Facebook

Define your objective/goal of your advertising campaign Step 1:

Let people know who you are and what you do

Encourage people to engage and schedule a consultation

Build and nurture customer relationships to help your business stay top of mind

Generate a following of likes/fans that you can regularly engage with

Get people to explore all of your services and offerings

Sell more services/product by showing people what they may want

Our primary recommended ad types for an HVAC contractor

Advertising on Facebook

Define your target audience & demographics Step 2:

Our recommended baseline for targeting above

Where?

• Select: “People who live in this location”

• Add in the ZIP codes you would like to target based on service area

• Depending on your budget, this could range from a single ZIP code to several ZIP codes

• The more ZIPs, the larger the audience, the more the cost

Who?

• Age: 25-65+ • Including as low as 18 is

optional, but lower likelihood that they are a customer for your business

• Gender: ALL • Languages: Leave blank

• Only enter something here if the primary language you want to reach is NOT the common language in the ZIP codes being targeted

What?

• Income: $75k+ • Under detailed targeting,

demographics, financial, income: select each option that is $75k or greater

• Home Ownership • Under detailed targeting,

demographics, home, home ownership: select homeowners

Additional options for targeting are available based on interests and

behavior. But because it is difficult to know who (at any

given time) may be in market for HVAC products, our base recommendation will allow for effective and efficient targeting without

being too broad or over targeting and missing

opportunities.

**Additionally, you can use the “Connections” option to reach people who already like your page or people who are friends of people who like your page. Or if you’re attempting to get new followers, you can exclude those who already like your page.

Advertising on Facebook

Select your ad placements Step 3:

Our recommended ad placement is Option 1: “Automatic”

Option 1

Option 2

• Automatic Placements • Your ads will be automatically shown to your chosen audience

based on where the ad will perform best and most efficiently • This allows Facebook to optimize your campaign based on

activity and opportunity (mobile vs. desktop, etc.)

• Edit Placements • Allows you to manually choose where and how your ad will

show • Will reduce your reach to your chosen audience and overall

effectiveness

Advertising on Facebook

Set your budget Step 4:

Our recommended budget type for general ongoing ads is option 1

Option 1 Option 2

• Lifetime Budget • Better for long term campaigns • Can work well with smaller or

larger budgets • Capitalizes on opportunity and

optimizes based on fluctuations in Facebook activity at any given time

• Events or circumstances can cause peaks and valleys in activity

• Daily Budget • Better for short term campaigns

and more limited total budget • Allows you to spread evenly,

regardless of available reach

Our recommended budget type for the ZCS Spring Promo is option 2

Spring Promotion opportunity!

Advertising on Facebook

Select your schedule and timing Step 5a:

Our recommended is always setting a start and end date

Option 1

Option 2

• If selecting “Daily Budget” option, you can do one of the following: • Run continuously starting today OR • Set a start and end date

• If selecting “Lifetime Budget” option, automatically requires you to set a start and end date

Select: “Show Advanced Options”

Advertising on Facebook

Select your schedule and timing, CONTINUED Step 5b:

• Default settings shown. Options include: • Automatic vs. Manual Placement • Run all the time vs. On a schedule • Standard vs. Accelerated

Our recommended settings for the Spring Promotion include:

Lifetime budget option with at least $500 Talk to your distributor contacts about co-op for the

program split 1/3, 1/3, 1/3 Schedule of 3/1 (or whenever you are able to

launch) through 5/14 Want to avoid using the promotion to get interest at

the end of the program, leading to a possible sale that is after the promotion ends

Using the default advanced settings

Advertising on Facebook

Designing your ad (varies by ad type) Step 6:

Our recommended best practices for ad design below

For best quality and resolution, image should be 1200x628 pixels

Image should also include minimal text

Post text should be 90 characters or less

Business listing will be your brand, connected to your business page

Headline “Up to $400 Savings” should be 25 characters or less Fa

ll Pr

omo

2016

Ad

Sam

ple

Link description “Get a free consultation” should be 30 characters or less

Your chosen website URL or ductless section of your website

Call to action button. Recommend “Learn More” or “Get Quote”

Will link to a form that the customer will fill in their contact information that then comes directly to you

Summary & Next Steps

Facebook is an excellent advertising option for your business, allowing you to reach a targeted and highly engaged audience directly in the areas you serve

Facebook is an efficient way to spend your advertising dollars, whether

your budget is big or small

Our recommended options and steps are listed throughout slides 4-10. However, the more you use Facebook advertising and the more comfortable you become, testing new tactics and options is always encouraged

Our Spring Promotion, running 3/1/17 through 5/31/17 could be the perfect way advertise your business with Mitsubishi Electric to generate interest for the homeowner offering and test Facebook advertising for your business

See slides 12-20 for screen shots of a sample campaign being built around the upcoming Spring Promotion with Mitsubishi Electric

Interested in receiving assets and direction to promote the Mitsubishi Electric Zoned Comfort Solutions Spring Promotion 2017?

Contact Brandon Jamerson @ brandon.jamerson@hvac.mea.com

Sample Campaign Build ZCS Spring Promo 2017 – Lead Gen Ad From your business page, under the drop down in the upper right corner, select “Create Ads”

Select your objective (type of ad), name your campaign, click create

Sample Campaign Build ZCS Spring Promo 2017 – Lead Gen Ad

Choose the page you will be promoting and start the process of creating your audience

Sample Campaign Build ZCS Spring Promo 2017 – Lead Gen Ad

*If this is the first time you’re creating an ad, you will have to establish your time zone and currency before coming to this step *Also, you will need to accept their ad terms if you are new to Facebook advertising *If you have advertised on Facebook previously and saved your audience preferences, you can select the “Use a Saved Audience” option to proceed more quickly

Complete the targeting criteria referenced on slide 5 to build an audience

Sample Campaign Build ZCS Spring Promo 2017 – Lead Gen Ad

Select Automatic Placements

Sample Campaign Build ZCS Spring Promo 2017 – Lead Gen Ad

Enter the dollar amount for your budget, set your timing and keep default advanced options

Sample Campaign Build ZCS Spring Promo 2017 – Lead Gen Ad

Lifetime budget option with at least $500 Talk to your distributor contacts about co-op for the

program split 1/3, 1/3, 1/3 Schedule of 3/1 (or whenever you are able to

launch) through 5/14 Want to avoid using the promotion to get interest at

the end of the program, leading to a possible sale that is after the promotion ends

Using the default advanced settings

Begin the design of your ad: Selecting “Single Image” and uploading the image itself for the campaign

Sample Campaign Build ZCS Spring Promo 2017 – Lead Gen Ad

Enter your headline, text, link description and display link. Then test/preview based on different possible ad views for the consumer.

Sample Campaign Build ZCS Spring Promo 2017 – Lead Gen Ad

Create your lead form, preview the form, review your order and place your order

Sample Campaign Build ZCS Spring Promo 2017 – Lead Gen Ad