When you are running Facebook ads to grow your real estate business and get leads online, one of the things you need to pay special attention to is ‘ad placement’. You can display your real estate Facebook ads at different places across the platform, but by strategically limiting ad display, you can lower your ad cost. When you are on a shoe-string budget and want to make the most out of it, a smart ad placement strategy can help you get great results for pennies on the dollar.
In this guide, I will explain the best Facebook ad placement strategy for real estate agents, brokers and real estate investors:
Types of Facebook ad placement
This article by Facebook explains in detail the different type of ad placements on Facebook and Instagram. You probably already know that you can run Instagram ads from the Facebook Business Manager itself.
Here are a few places where you can run your ads:
- Facebook News Feed
- Instagram Feed
- Facebook Marketplace
- Facebook Video Feeds
- Facebook right column
- Instagram Explore
- Messenger Inbox
- Facebook Stories
- Instagram Stories
- Messenger Stories
- Facebook In-stream Videos
- Facebook Search Results
- Messenger Sponsored Messages
- Facebook Instant Articles
As you can see, there are over 15 places where you can run your real estate Facebook ads. But if your Facebook advertising budget is moderate, this type of wide ad distribution strategy will dilute the effectiveness of your ads.
The simplest Facebook ad placement strategy for a moderate budget
If your budget is in the range of $5 to $20 per day, you should start off with Facebook Newsfeed only. Don’t run your ads anywhere else including Instagram and Facebook right column.
You can even turn off ad display for desktop and run it only in mobile newsfeed, but this is something you need to test. Review the performance of the ad after running it for a week. If you find that desktop newsfeeds ads are costing your more money and not getting you any results, you can turn off the desktop option.
Once you start getting results from Facebook newsfeed, you can test other ad placements one by one.
One of the biggest mistakes real estate professionals make is that they leave the ad display option as-it, allowing Facebook to display the ads across the platform.
You have two ad placement options – ‘Automatic Placement’ (which Facebook recommends) and ‘Edit Placement’.
Facebook ad placement considerations
While Facebook newsfeed ad placement is considered the best for real estate and all other niches, you can determine your ad placement strategy based on the performance of your ads and your ad objective.
For example, if you want your leads to message you on Facebook, you can run an ad specifically for Facebook Messenger. But in this case, your ad copy and ad objective should be suited to encourage your real estate leads to message you on Facebook Messenger. The ad copy and objective will obviously be different from those for an ad created to get post engagements or page likes.
How to review performance of your Facebook ad placement strategy
Facebook makes it extremely easy to review the performance of your real estate ads.
For reviewing how the ads are performing at different places across the platform, simply log in to the ads manager, select the campaign, and click “Breakdown.” Then, scroll down to “By Delivery” and click “Placement & Device.”
Your ad sets will expand to show the different placements. You will immediately get an idea which ad placements are performing better. You can double down on the best performing ad placements and create identical new ad sets for the placements and devices that performed the best.
So these were my tips on Facebook ads placement strategy for realtors, real estate investors and brokers.
Let me know in comments if you have any feedback or comments.