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The complete guide to Facebook advertising – For beginners

Today we’re going to go step-by-step through setting up everything on Facebook that you need to run ads. We get tons of questions about Facebook pages, profiles, ads, groups and more. But Facebook ads are ultimately what you are going need to drive you leads. So today you will learn:

Facebook advertising for lead generation


Introduction to Facebook Ads

Okay, so now for the meat and potatoes of Facebook marketing – Facebook Ads.

70% of real estate clients work with the first agent they interview. 8 out of 10 people say they will use the same agent again, but only 12% actually do. 40% of all home sellers and buyers found their agent from marketing and that number is growing. That’s why the smartest Realtors make sure their lead generation is anything but average.

So where can you find your these customers?

7 out of 10 people in North America log into Facebook everyday. Furthermore, when they are on their smart phones they spend 25% of their time on Facebook. Facebook advertising is a way for you to get in front of them.

Facebook allows you to create ads and pay to display them to any audience of your choosing.

Looking for ready-made ads with stats showing what’s working right now, in today’s market? No worries, StreetText brings this powerful marketing opportunity to you. With StreetText you will have access to the best performing ads and a system that will capture your local buyer and seller leads right from Facebook, on your behalf, every day. No batteries (or experience) required. We make it so simple that anyone can do it, even if they haven’t run a Facebook ad before. Try it out for 7 days for Free.


How to find the Facebook Ads Manager

  1. Click on the Down Arrow on the top right of your Facebook account
  2. Click “Manage Ads

Link to Facebook Ads Manager

That’s going to bring you to your Ads Manager

From there you are going to have to setup your account. You will need to input a credit card and some information. It’s all pretty self-explanatory. So follow Facebook’s steps and then jump back here when you’re done.

How to create a Facebook pixel to track your ad performance

So the first thing you’re going to want to do in Ads is go to your Pixels section.

  1. Click on the top left menu icon “Ads Manager
  2. Move your mouse to “All Tools >” and click on that
  3. More options will open. Find and click on “Pixels” under the heading Measure & Report.

Find "pixels" section of Facebook Ad Manager


Next, we are going to create a pixel.

  1. Click Create a Pixel, follow the stepsCreate a Facebook ad pixel
  2. Give your pixel a name. Any name will do. Then click the “Create” button

Create a pixel

You will see a modal window open showing you options to Install your pixel code

  1. Click “Manually install the code yourself”
  2. Click on the code in section 2 to copy the entire pixel code

Copy the entire pixel code and paste it into the website header

Now, once you’ve copied your pixel code you will want to paste it into your website that people will be visiting from your Facebook ads.

Once done, you will want to setup events.

By adding events, you enable Facebook to show ads to people who are likely to take a specific action (which we call a conversion) or build audiences of people who triggered a specific event. You can also add parameters that pass unique information, such as the monetary value of a purchase.

  1. Enable all the events you want to track. For leads, I recommend enabling Generate Lead, Complete Registration and View Content.
  2. Once complete, click “Done”

Add the events you want to track for Facebook pixel

Facebook has made their Pixels nice and simple. You use the same pixel for multiple websites. So if you have more than one website, use the same pixel in all of them.

Having the code embedded into your webpage will allow you to track the performance of your ads, create a retargeting audience, and allow Facebook to monitor of the ad traffic.

You may be wondering, how do you ensure that you are only targeting people that visit one of your sites? It’s easy. The next thing I will show you is how to setup audiences.


Next, create an Audience on Facebook

Create custom audience for Facebook pixel

  1. Click the button “Create Custom Audience”

A modal window will open where you can set your options. You can get really specific here but I find that it’s best to keep things simple with Facebook ads.

  1. Leave the settings as they are.
  2. Increase the days from 30 to 180.
  3. Name the audience “Website Visitors”
  4. Click “Create Audience”

What that will do is ensure that anyone who has visited your website in the past 180 days is in this audience. But remember, tracking will only begin after the pixel is installed. So it will take time for your pixel audience to grow. Best to do it sooner than later. As the old proverb says, “The best time to plant a tree is 20 years ago. The second best time is now.”

Create a Facebook audience settings


Next up, let’s create an audience using your CRM contact database to enable you to retarget them.

As long as you have some sort of tool that you are using to manage your contacts or email list such as Google, Gmail, or a CRM you can use that list to create an audience on Facebook.

What you can actually do is export your contact list (customer file) with their email addresses as a CSV file and upload them directly into Facebook.

  1. Navigate to Audiences page

Click the top drop down menu again, then click “All Tools >” and find “Audiences” under the Assets heading

Find the audiences link in Facebook menu drop down

Next, click “Create Audience”

This will open a modal window

Manage Facebook ad audiences

  1. Click the option for “Customer File”
  2. Next, choose “Add customers from your own file”
  3. Upload your CSV file
  4. Name your new audience “Contact Database”
  5. Click Next, and you are good to go!

Now you can run ads directly to these people.

This will open a modal window.


How to create a Lookalike Audience

Facebook is very powerful in how it allows you find people who are similar to people you have already done business with. What it does is compare user attributes across a number of data points and as a result is able to accurately find people who are similar to your list. It may sound super complicated, but luckily it’s easy for you to use.

Step 1. Click “Create Audience” then select “Lookalike Audience

Create a lookalike audience on Facebook

A modal window will open to Create a Lookalike Audience.

  1. Choose the audience you want to use. If you created a Contact Database audience in the step above, select that one to find customers similar to the ones you are already working with.
  2. Next enter the area you want to target in the Location field. If it’s a city, zip code, or town, enter it here.
  3. Then you can select how big you want the audience to be.
  4. Finally Click “Create Audience

And you’re done ready to create an ad!


How to create a Facebook Ad

Overview:

Facebook Ad Manager can be a bit confusing. So let’s go through it together now – one step at a time.

Facebook ad campaign structure

When you create an Advertisement on Facebook you have to create a Campaign, an Adset and then an Ad. Rather than create a new campaign when ever you create a new ad. To start just create two campaigns. Name them Branding and Lead Generation.

What’s a Campaign?

The purpose of a Campaign is to organize your ads by objective. Likely you will want to build your brand. And it’s also likely that you will want to capture leads. Those are two great campaigns to start with.

What’s an Ad Set?

Think of an Ad Set as your target audience. Each ad set allows you to define a unique audience, budget and schedule. This way you can have two ad sets targeting different neighborhoods, as an example.

What’s an Ad?

The ad is what you will be showing Facebook users as they scroll through their newsfeed, instagram account or see on their sidebar.

Okay, you are now ready to create your first Facebook campaign

Let’s create a campaign to build your brand.

Click the “Create Ad” button on the top right hand side of your Ad Manager account. This will load a page with a lot of options to pick from. You can pick the option that makes the most sense to you. For now, click on the “Engagement” objective as that will optimize your ads to get more likes, clicks and comments. Who doesn’t like seeing those thumbs up!

Picking a campaign objective on Facebook

Next, scroll down and name your campaign “Branding” and click continue. This will take you to the option to create your Ad Set.

Nice, let’s create your first Facebook Ad Set!

First off name your Ad Set. You will want to remember who you are targeting. Let’s assume you are targeting past customers from one the custom audience you created earlier in the tutorial.

Facebook ad set creation

  1. Name your Ad Set “Past Customers”
  2. Enter the location you want the ad to be seen in
  3. Leave the other options blank as you already have a list
  4. Scroll down and keep the placements, “automatic”
  5. Finally, set a budget and schedule. You’ll want to leave the schedule as continuous.
  6. Because the ad is for branding, set a small budget – about $1/day to start.
  7. Scroll down to the bottom and click “continue”

Woohoo, you are now ready to create your first Facebook ad!

The easiest way to create an ad on Facebook is to turn your Facebook page posts into advertisements. But, not all Facebook posts will be worthy of paid advertisement. Pick a Facebook post that already has some likes or comments. Also pick a post that is useful, entertaining or educational for your customers. Preferably you have a post that does all three. This is your brand, and you want to put the best face forward.

  1. Make sure you select using an existing post

Next, choose the Facebook page you want to run the ad under.

Then, choose an existing post that you want to run. Remember the points above. (Entertaining, useful, educational and has likes).

Pick a Facebook page and post

A preview of the ad will show up on the bottom right.

Scroll down to the bottom of the page and click “Confirm”. Your ad will be reviewed by Facebook and you will receive a notification in Messenger as soon as it’s approved.

Confirm Facebook ad

Congrats! You have just created an ad on Facebook! You’re a hero.

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How To On Marketing Tutorials

How to use StreetText to automate the way you start conversations with text messages

Take a guess: How many times have you sent emails, text messages or left voicemails to leads this past year? Here’s another question, how many times did you reach out before giving up on the prospect?

When it takes 7-13+ touches to deliver a qualified sales lead, it’s no wonder that the average industry conversion rate is so low.

Automate Text Messaging with StreetText

This is in part, why many agents rely on drip email to stay in touch. Email helps us connect, communicate and coordinate but is it overused? We receive an average of 94 business emails every day. It’s no surprise that it takes weeks, months and sometimes years of emailing prospects before they respond. Bottom line, the benefits of email often come at the expense of time.

Can you wait 3 months for your first consultation and 4-5 months before you see a deal from online leads? That takes a lot of commitment to your strategy and strong mental staying power. Using drip email to nurture your leads is a “must do” but it is a long game strategy.

Fortunately, the team behind StreetText has developed another way.

Save time: How to create custom text message introductions with StreetText

Today you’ll learn how SMS can trim time off of your lead nurturing through the power of automation.

Starting conversations with leads using SMS

starting conversations with SMS

The automated SMS feature allows you to make connections through a primary means of communication… text messaging. More leads replying, more conversations starting and all happening faster than they’ve ever been before. The results we’re seeing are fantastic.

Best of all, you can respond from within the conversations tab in your StreetText account, or take the conversation over directly with your phone.

The automated feature will function a lot like a drip email campaign. The text messages will go out to leads on a schedule. Once the lead replies to the message, the automation will stop, and you can interact with them via text as normal! 

What is Drip Text Messaging?

Automated drip text messaging using StreetText

You are probably familiar with drip emails, but have you ever heard of drip text messages? The idea of drip nurturing came from drip irrigation. It was a way to water your prospects to maturity automatically in order to get the same or better results than one would when having to water them manually. Well, today we would like to introduce you to drip text messaging.

It works just like drip email, only with the sole intention of starting conversations.

Setting up your text message automation workflow

If you want to supercharge your follow-up workflow, tailor custom text messages to your communication style. Let’s get started.

  1. Start by hitting the “New Workflow” button, which will open up a blank template to work with.

  2. Next, click “Add Trigger” link, which will open up a window to choose how you want to start your workflow automation.

New workflow trigger

  1. When the window opens, pick the type of automation trigger you want to use. If this is part of your lead capture process, choose a form. Make sure you choose a form that includes a field for a phone number.

Note: SMS automations can only be sent to contacts that provide their phone number. It’s important to make the conversation feel as natural as possible and to provide value to your contact. For that reason, StreetText’s system will automatically hand the conversation over to you as soon as a response is received and will stop sending further automated messages. That way, once the conversation is started, you can personally assist your new contact.

Form trigger

  1. Next, pick the form step you want to include in the workflow. To increase form conversion rates, StreetText forms can be broken down into micro-commitment steps. The added benefit is you can create unique workflows depending on how your lead interacts with your lead capture forms.

Pick your form's step for the workflow

  1. Click the “Add Event” button.

Congrats! Now you are ready to add a personal text message response :)

  1. Click “Add Action” directly below the newly added trigger

Example, add action on StreetText workflow

  1. A popup window will open. Next, choose “A text message” under the type of action

Text message workflow action

  1. Enter the message you want to send.

Text message workflow action

  1. Click the “Add Event” button, and congrats your first text message is created!

Wasn’t that easy?

Now your text message will send automatically whenever a new contact fills out that form. Add a couple more messages with delays and you will be able to customize how you reach out to your new contacts, automagically!

text message automation using StreetText

Okay, that’s cool. Now, how is it working?

What do you respond to faster? An email or a text message? Most of you will probably have the same answer – especially when the average person checks their phone more than 94 times a day.

Turns out the same is true of your online leads. They respond much faster to text messaging. Here’s an overview of what we’ve been testing and the results.

So far, more than 40% of people are replying to the automated messages, and of those, more than 50% are currently interested buyers.

With that in mind, why would you wait to connect an automated SMS drip to your lead capture system?

Automated SMS feature

6efba6fa1028586db09d4ac76c74f1ae

Does StreetText have a campaign setup and ready to go?

Some people would prefer to have this solution, without having to think of what to say. No worries, StreetText can provide you with that as well.

StreetText will set you up with an 8-day text message campaign designed to start more conversations.

When the messages go out, they are sent by your ‘new’ assistant Julie

Julie automatically texts every lead on your behalf and touches base with the lead over the course of 8 days. She’s been built to personally start conversations for you, while always providing value over the course of the 8 days the messages are being deployed.

Stats show that 80% of leads will respond within the first 7-13+ contacts… especially since the average human checks their mobile device at least 94 times a day. With numbers like that, it’s a no-brainer why we wanted to build a tool that helped you get your name on a frequently checked platform, automatically.

Conclusion:

The results are in, text messaging is starting more conversations faster than drip email, by a lot. Email is still important as we know, as people are more comfortable sharing their email than their phone number.

We believe that providing value is the best way to make a great first impression with your prospects. Text messaging is the same. Conversations start when you provide useful and actionable questions. Technology like this is about making it easier to connect people, not to replace that human-to-human contact. Once the contact is made, StreetText’s SMS gets out of the way.

The next time you need more conversations with leads… oh wait, now you can rest easy knowing that StreetText is taking care of starting conversations on your behalf, no matter how busy you may have been last week.

Interested in checking out StreetText’s conversation manager? Feel free to Book a Demo and say “hello” to your personal conversation manager.

Other Interesting Blog Posts:

Facebook Real Estate Ads
Find buyers and sellers with Facebook ads

Real Estate Leads Generator
How to capture real estate leads online today.

Facebook Real Estate Leads
How to generate inquiries with Facebook farming

Facebook Real Estate Advertising
70% of all home buyers and sellers work with the first Realtor they meet

Facebook Real Estate Ads
Generate Ongoing Facebook Leads
Introducing you to the proven strategy that will grow your business

StreetText
Facebook Ads

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Tutorials

How to: Changing your automated StreetText emails

Have you been wondering how to change the automated emails that are sent to your leads, from your StreetText account? If so, this is the article for you!

Below, we’ll walk you through how to access the email section in your account, and discuss how you can alter these to best fit your lead and your personality.


Screen Shot 2017-06-22 at 3.22.45 PM

 

 

 

After logging into your StreetText account, you’ll see all of these available links on the left-hand side of the screen.

To access your emails, click on the lightbulb icon on the far left side of that screen.

 

 

 

 

 


Screen Shot 2017-06-22 at 3.23.07 PM

 

 

 

From here, you’ll be able to see an email tab.

Click on this drop down.

 

 

 

 

 


Screen Shot 2017-06-22 at 3.23.33 PM

 

After clicking on the email tab, a drop down will appear with an ‘Email’ tab and an additional ‘New Email’ button.

To edit automations, click on the ‘Emails’ tab located in the highlighted image.

 

 

 

 

 


 

Screen Shot 2017-06-22 at 3.25.19 PM

Once you click on that tab, you’ll be brought to this screen. Here, you can choose which emails you decide to edit. We always recommend editing the emails going to leads, as these are the ones you can personalize. To edit this, hover over the link and click on the edit button once it appears.

 

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Tutorials

What is the email format for StreetText integration emails?

StreetText integration emailEmail integrations: Syncing your new contacts by email.

Do you need to sync your new StreetText contacts with other apps? Or, do you need to send new contacts to someone on your team? This is easy to do with StreetText’s email integration tool.

What information is included in the email integrations?

The emails will include the following contact information if it is available.

  • Source
  • Name
  • Email
  • Phone
  • Address
  • Country
  • Province
  • City
  • Postal Code

Is an email address or phone number always included?

Yes, by default we always include either a phone number or an email with each email.

What if I want to include custom fields that I’ve collected from my StreetText contacts?

With StreetText, it’s possible to capture any type of information required for your contacts. With that in mind, because we won’t know what information you’ll require from your new contacts, we only include primary contact details. If you do need to pass custom data attributes, then we recommend taking a look at our Zapier API integration.

What does the email body format look like when using the Email Integration tool?

<!DOCTYPE html ... >
<html xmlns= ... >
 <head>
 ...
 </head>
 <body>
  ...
  Source: StreetText <br />
  Name: <br />
  Email: <br />
  Phone: <br />
  Address: <br /> 
  Country: <br /> 
  Province: <br />
  City: <br />
  Address: <br />
  Postal Code: <br />
  Country: <br />
  Province: <br />
  ...
 </body>
</html>

Do the emails include meta tags?

Yes, they do.

Meta tags are hidden fields inside of an HTML email. Our emails follow the Metadata Standard.

Many advanced CRM’s automatically pull data from meta tags. Such as Realty Juggler and Top Producer.

<!DOCTYPE html ... >
<html xmlns= ... >
 <head>
 ...
 <meta name="lead_information_version" content="1.0" />
 <meta name="lead_source" content="StreetText" />
 <meta name="lead_type" content="Seller" />
 <meta name="lead_name" content="" />
 <meta name="lead_email" content="" />
 <meta name="lead_phone" content="" />
 <meta name="lead_property_address" content="" />
 <meta name="lead_country" content="" />
 <meta name="lead_state" content="" />
 <meta name="lead_province" content="" />
 <meta name="lead_city" content="" />
 <meta name="lead_postal_code" content="" />
 ...
 </head>
 <body>
 ...
 </body>
</html>

How would I set up an email integration in my StreetText account?

It’s dead simple to do. Here’s a link to a tutorial walking you through step-by-step.

Best of luck!

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A Walkthrough: Email Parsing and app Integration with StreetText

We want to set you up for success, so here’s a walkthrough of how to connect your StreetText account with other applications, and email parsing to apps such as Five Street and similar applications!

Follow the steps below to connect Five Street with StreetText:

1. Login to your StreetText account

Screen Shot 2017-05-24 at 1.52.36 PM

 

 

 

 

 

 

 


2. Once here, click on the settings gear on the left-hand side of the screen
Screen Shot 2017-05-24 at 1.41.15 PM

 

 

 

 

 

 

 

 

 


3. This will take you to another ‘Settings’ tab, ‘Pipeline’ tab as well as ‘Tags’ tab.
Screen Shot 2017-05-24 at 1.41.31 PM

 

 

 

 

 

 

 


4. Once you’re in this section, click on the Settings icon again.

5. After, a drop down will appear that will include an ‘integration’ tab. Click on this tab to continue.
Screen Shot 2017-05-24 at 1.41.53 PM

 

 

 

 

 

 


6. Once you’re in the integration section, you’ll want to put in your Five Street email in the designated email section
Screen Shot 2017-05-24 at 1.42.06 PM

 

 

 

 

 

 

 


7. From here you’ll want to make sure the format is set to default

As always, if you have any questions please comment below! For more examples of best practices, and exceptional lead generation, book a demo with us now!

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