With over 175 million Facebook users in the United States alone, Facebook Ads can be a potent and impactful marketing tool for your business. But with all its power and features, creating an effective campaign can be a complicated and daunting task.
There are so many variables to think about that it can be hard to manage. So, here to help you, are the 5 most important things to focus on.
These 5 crucial components of your ad will make the biggest impact on lead volume and lead quality.
#1: What Does the Ad Offer to the Homeowner?
Out of every change you could make on your ad, the offer will most likely have the biggest impact. The offer can be the difference between receiving no leads to receiving hundreds of them.
The offer should be the first thing the user understands when they see the ad. Use large text to make it stand out among a viewer’s feed.
If you’re starting out and can’t currently compete with the offers of your competitors, that’s okay! While discounts, warranties, and guarantees can be great offers, it doesn't always have to be in that form. Your offer could simply be the unique value proposition of your business. Perhaps you can offer direct contact with the owner, or mention your high rating on Google.
If you are creating offers for your HVAC business, check out these 25 Ideas for HVAC Promotions.
#2: Photos, Photos, Photos!
Images make or break a campaign. As you scroll Facebook, images catch your eye first, not the caption or call-to-action button.
Professional photos are nice to have. But depending on what type of business you have, candid and authentic photos taken with a cell phone can result in more leads.
Let’s use the example of a remodeling business. If you’re using a stock photo of a new kitchen that has been professionally decorated and perfectly enhanced, our minds tend to think it's too good to be true. A perfect, dreamy kitchen is probably not very relatable to your target audience. However, if using a picture of your own work that isn’t quite as perfect (maybe the lighting isn’t as good or the quality isn’t as high) it’s easier for the viewer to grasp that work being done in their own home. It’s more tangible, believable, and therefore attainable.
If the images you’re currently using aren’t working well, consider creating a graphic with a tool like Canva. You can add your offer on the image using a text box, not just the caption. This can shorten the time it takes the viewer to understand what you are offering.
Never test just one image. Create multiple images that vary and see which performs the best. We’ll mention testing again later on.
#3: Use Wording to Create an Emotional Impact
While images catch the eye, words send your message across. Let’s say you come across two separate ads that are offering HVAC tune ups. One ad’s title says “$59 Tune Up available now. Click here to learn more.” Another says “Could your HVAC use a boost? Grab your Premium Tune Up for just $59!” Both are offering the same thing but create different feelings. The second ad grabbed your attention with a question, added value to the tune up with “premium”, and energetically called the viewer to action.
Imagery can also be used in your ads. Instead of “Premium Tune up” you could offer “Spring Deep Clean” or “Check Up”. Creating mental images is another way to help viewers grasp the benefits they receive from your offer.
Draw attention to your offer by adding at as the headline and within the first sentence of your caption. This helps cut the time it takes for the viewer to understand the ad.
#4: Use Lead Forms
What is a lead form? When you choose the lead form as your campaign objective, the call-to-action button on your ad will guide the viewer to a form where they can fill out their name, contact information, and more information of your choosing.
Pro Tip: Add 1-3 custom questions at the end of your form. This increases the chances for attaining high-quality leads, decreases susceptibility to bots, and prevents the common auto-fill feature from making the process too easy. Service Allies has seen this small difference create big results.
When properly used, the action of manually filling out the form acts as a filter. Many people might click on that first button, including people and kids who didn't mean to. But fewer, interested, motivated people will take the time to fill out the form, leaving you with leads that are more likely to convert.
On the other hand, having too many questions can result in too much friction for the user. People scroll through Facebook during down-time or brief moments of relaxation throughout the day. Asking them to spend too much time filling out information might discourage them - even if they have genuine interest in what you’re offering.
1-3 custom questions is the sweet spot.
#5: Test Targeting Options
Facebook's unique selling point is the power and range of its targeting features. The platform gives you the option to target by age, gender, marital status, interests, and much more.
Aim for an audience that may be interested in what you have to offer but is still broad. We recommend 2-3 identifiers. If you're targeting homeowners, you will likely want to choose ages 35+. Too narrow of an audience may harm the reach of the ads. Remember, Facebook's AI can track more data points than you can, like what posts or ads an individual spends more time viewing on their feed.
Testing is key. You will have to experiment with different demographics.
Note: test one change at a time, instead of multiple. This is important to understanding the impact of that specific variable, rather than guessing which one made the difference.
Pro Tip: If the amount of leads start to drop off, try resetting the targeting features. This is especially important if you're aiming at a small, local market. Facebook's AI can focus on an audience that’s too narrow and causes your lead flow to drop off.
Final Thoughts
Our team has seen great success with these factors, and we know you can too. However, we understand that doing ads by yourself can be overwhelming. If you are looking to save time, energy, and stress on Facebook marketing for your home improvement company, schedule a call with Service Allies today.
