Facebook for BusinessPages and Ad’s basics

• Facebook has offered “Business Pages” since 2007 (just 1 year after it’s release to any members 13 and older)• The “TimeLine” concept was first released to Business pages (due to it’s

success and positive feedback, it was used for personal profiles as well)• Businesses could easily communicate with their followers through FREE posts • In those days of what were referred to as “Fan Pages”, it was all about numbers

• The same way “marketers” learned to use Googles early algorithm against itself to manipulate rankings, the same “marketers” learned to manipulate the “Edge Rank” algorithm• Google made very public “software releases” throughout the years

PandaPenguinHummingbirdPigeon

• The public statements made by Google are about the end users experience• But let me play devils advocate…… If marketers can’t pay technical gurus big bucks to manipulate the page rankings any longer, what is the fastest way to continue getting page rank?.....

Paid Ad’s

• How does that relate to Facebook???????

• Facebook went public in 2012• Since then there have been “on going” improvements to the

Facebook Business platform• It is no longer called a Fan Page (no official announcement of this)• All verbiage regarding pages is always printed or shown as “Pages &

Ad’s”

• A public announcement was made in late 2012 early 2013 that Business Pages in the news feed would be checked against Edge rank differently.• It was stated that many businesses were posting spammy links with

images unrelated to the landing pages• That “users” were complaining of links navigating away from FB to

unrelated pages or affiliate pages (the same thing Google said a year earlier)

• What does this mean?• Your business page on Facebook can be an effective tool for getting

new mortgage clients as well as referral partners• But you must use it in conjunction with ad’s to get the result

• Start by getting your Business Page prepped(if you don’t have one….get one NOW)

• Think of the FB Business pages as a “template website”• Each part of the set up is a “data field”• The more of the date fields you complete, the more data rich your

website is• Not only will this help with SEO, but will tell your story to those that

search for more information about you (the stockers)

• Short Description is limited to 155 characters

• Heres the really funny part of Facebook Business pages• People don’t go to business pages to see what the page has posted or

what is being talked about (they may respond in their news feed to something, but they don’t go to the page)• But when a person goes to research a business on Facebook, they take

into consideration the amount and frequency of the content of the page• In short….they don’t care what you are posted, only that you are doing

so frequently • On a side note of that…..they almost always look at the businesses

about section

• Based on our understanding of how Business Pages actually are seen and interacted with on Facebook….there are 2 choices

#1 - Don’t have a business page at all and just focus on using your personal profile to communicate #2 – Use A’ds in Facebook to get your message to the people you want to see it

• Nothing wrong with either approach• But approach #2 has one major advantage over #1• In 1 you can only communicate with and to those you are “friends”

with• In 2 you can communicate with people who fit a specific type which

YOU decide

• There are several different ad types to choose from

• Not to mention the ability to boost a post right from the Business Page

• The main part of your ad is not so much the message• It is about the audience• Facebook has spent years mining data (including having the second

largest network of site crawlers in the world)• This data is now available to YOU the business page owner who would

like to target specific people who may be more interested in your product than any other

• Then you have Custom Audiences available• You can upload your list of past clients, realtor partners

(you can run ad’s to just those people)

• You can also create “Website Custom Audiences”• These are audience lists made up of people who have clicked on your

website or a specific page on your website• This type of audience allows you to “re-target” ad’s to super charge

your conversion rates

• Same as before but instead of selecting customer list, select website traffic

• You must have a minimum of 25 people on an audience to run an ad to it• So it is important to understand that the website custom audience is a

supplement to the regular ads efforts is like having a follow up plan for your ad’s

• The type of ad and the type of audience will depend on your goal• For instance:

If you are trying to get new FHA 203K mortgage clients, you will run an ad for website clicks that takes people to a landing page to fill out a form to get more information. The audience will be made up of demographics with your knowledge of the area, income, household composition and likeliness to buy.

If you are trying to get your past clients and referral partners to see your weekly video. You will make a post about your video and Boost the page post to a custom audience of past clients, referral partners and website visitors.

• Very important factor in Business Page Ad’s• You have complete control of the Budget• You can set a lifetime or daily budget for your ad’s• Most of your ad’s will be a daily budget• Niche stuff set a lifetime budget

• Recap – • Facebook does not show your Business Page posts or activity in News

Feeds • Make sure to have every part of your Business Page complete to have

as Data Rich Site as possible• Run Ad’s for your business page to current fans and to get new fans• Use custom audiences to speak directly to your past clients and

referral partners• Use demographics to find exactly who you want to speak to

Q and A