A FRESH LOOK AT FACEBOOK ADVERTISING FOR HOME SERVICE COMPANIES
If you’re anything like me, when we start talking numbers in the billions, my brain gets pretty boggled. That’s why when I read that nearly one and a half billion — yes, 1.37 billion — people use Facebook every day, I was pretty blown away. Add to that the fact that the average user spends about 20 minutes on the site per visit, it’s highly likely that your ideal customers are on Facebook right now. For this reason alone, Facebook ads make an interesting place to spend your advertising dollars. Before you start throwing all your money at Facebook ads, though, let’s establish whether or not this is a good decision. Since advertising on social media is a relatively novel concept for home service businesses, how do you know that your customers are ready for it? Over the last two years, Seequs has repeatedly tested Facebook ads for home services companies. Every 3–6 months, we have placed ads and noted the response. Until recently, those ads have not had a significant payoff for home service companies. We found that people weren’t quite ready to purchase home services via their Facebook newsfeed, although there was some interest.
significant shift. People have engaged with the ads more than ever before. They have commented, contacted companies, asked for quotes, used discounts we offered, and hired our clients, all because of Facebook ads. Now more than ever, it’s time for home service companies to start investing in Facebook ads. However, before you jump in with both feet, remember, this is still a relatively new shift, so there’s a lot to learn. It’s easy to spend thousands of dollars utilizing the robust targeting options but still get almost zero results if your ads aren’t done correctly. In addition to having a massive number of users, Facebook offers ads that are extremely powerful. You can choose the type of ad you want to place (photo, video, etc.), as well as what you want people to do in response to your ad (call you, visit your website, etc.). But the real power of Facebook ads comes from the fact that they can be precisely targeted so they appear in the newsfeeds of your ideal clients. This targeting can get as narrow as you want it: you can put your ads in front of stay- at-home moms who have two kids, have an annual household income above a Why Facebook?
particular threshold, or who live in a certain geographic area.
This means that the people who you already know are the ones most likely to purchase your clients’ services will be the exact ones who see your ads. Facebook’s targeting capabilities are so robust that you can know for sure that your advertising dollars are going toward exactly the right people. And with a limited marketing budget, that’s important. Because people come to Facebook primarily for social reasons, it can be hard to help them make buying decisions there. Therefore, you need to use a sound strategy to make sure you get your message to the people you really want to communicate with, and who need or want you in their lives. “BUT THE REAL POWER OF FACEBOOK ADS COMES FROM THE FACT THAT THEY CAN BE PRECISELY TARGETED SO THEY APPEAR IN THE NEWSFEEDS OF YOUR IDEAL CLIENTS.” How to Use Facebook Ads Effectively If you choose to invest in Facebook ads, use the following tips to make your ads as effective as possible. Avoid the boost button. This button allows Facebook to do its best to determine who your target audience is. When you are investing in an ad, instead continued on page 7 ...
As we closely monitored campaigns over the last few months, there has been a
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