Hi, I’m Las Vegas Lori Ballen, a fellow Keller Williams agent. I’ve been testing Facebook ads in KW command campaigns and can share the processes and some tips on running successful Facebook Ads in KW Command.
Step 1: Create a Campaign
Title your campaign and then pick any box regardless of the type you want to run.
Essentially, regardless of which ad type you choose when starting the ad, you really only have 2 choices once you get into the ad creation. The first will send them to a lead form (lead generation ad – you are buying leads) and the other sends them to a URL (Awareness – you are buying traffic). The box with options that appears when you first begin the ad doesn’t change the function at this time. You can choose any and you will still see the same two options when you create the ad.
Lead Generation Ads (forms) capture twice as many leads in my experience than the awareness (buy traffic) ad does regardless of the landing page I’m sending them to. That being said, the info on the form is populated from their Facebook Profile which may be outdated. The user does have the option to change the info on the form and rarely does.
Choose Social Channels
You can place your ad to run on Facebook, Twitter, and Instagram as long as you have them connected in KW command settings.
Click Complete to enter the next section.
You can use KWLS to pull data from a listing you have. After clicking Set Up Campaign, a box will appear with a search bar. Search for your listing and choose the one you want to feature. Be sure to toggle the arrows in the search to All and Active. You can search by the listing agent, address, or MLS number.
1. Search for the property you want to feature. You can use the search tools such as the address search and filters at the top right of the search page to narrow your results.
2. Choose Select after you find your listing. This will bring in the listing details and photos into the ad, for you to use.
3. You can change the property after by clicking the change listing link next to the listing at the top of the ad.
This is the marketing box where you can choose what will be shown to people when they see your ad. It’s the headline, ad copy, and call to action.
4. Choose Configure, Fill in the blanks and then save.
You can choose one image for your ad or multiple as well as a video. Simply choose to configure, and then the type of media you want to add. Choose Select Media For This Campaign as your option. Preview and Crop your image.
You can place your ad on Facebook, Twitter, and/or Instagram. Here you will select where you want to place your ad. For Facebook, you must have a business page to place ads.
Choose a Lead Form or a Site/Landing Page.
Most Keller Williams Agents that are testing campaigns get a higher volume of leads using lead forms. These forms pull in the data from the visitor’s Facebook profile page automatically. The user can change the fields before they submit. They aren’t taken to your URL until after the lead info is collected.
If you choose a site or landing page, they are immediately redirected to your page where then you have to try and make offers to capture info.
With a lead form, you are buying LEADS where with a URL redirect (site or landing page), you are buying traffic.
Choose the destination you want people to go to after viewing your ad. This can be any URL you type in and you can also choose a page from your agent site or a landing page.
You can select targeting elements to laser target your ideal audience or you can target your database or both.
Choose your target audience, determine your location and radius (15-mile min), and choose any interests that you want to test. With Facebook, you are bidding on an audience so it’s worth testing ads with various interests to see which perform better.
Your cost per click is affected by this choice even though it isn’t revealed when you establish your ad.
- Target my Database – You can actually target your own database by selecting an audience from the “Select Audience” drop-down. Alternatively, you can create an audience by clicking Create New Audience. To learn about targeting your database. While this looks great at first glance, it’s tricky. The email in the database record must match the email on their FB profile and you must have at least 100 of these matches to target the database. One example might be to run the ad and target people that are tagged as FB Ad Leads, so you can then run another ad retargeting those leads.
- Target a Custom Audience – Choose the Location and Radius of your target audience. This will be the listing address area or you can type in an area.
- Due to fair housing regulations, FB has removed most of our targeting options such as age, sex, and other demographics. We can now only select interests.
More KW Command Training
- KW Command Agent Sites
- KW Command Training Video | Setting Up FB Lead Ad Notifications to Text and Email
- KW Command Training
- KW Command Video | How to Add a Home Value Calculator to your KW Command agent website
- How to Add a Mortgage Calculator to your KW Command Website
Frequently Asked Questions
Ads that you run don’t appear on your Facebook page. They are only shown to the audience you chose when placing the ad. If you have more “reach” (larger audience) than your spend, Facebook will choose who to show the ad to. It’s not shown to those who like your page in this case as you may see as a target in Facebook Ads Manager. If you used a lead form ads option, you can see these by going to your FB business page and choosing More from the drop-down menu, then Publishing Tools, and then Forms Library.
From your Facebook business page, If you used a lead form ads option, you can see these by going to your FB business page and choosing More from the drop-down menu, then Publishing Tools, and then Forms Library. You can also use the dashboard in KW Command to select to show leads.
If you are using Zapier professional, you can also set up a zap to route the leads or alert you as well as notify you of which lead came from which campaign. You’ll also see a note in the contact record to show which campaign it came from. Click here for a Video Tutorial.