Facebook is still the most widely used social media platform with around 2.54 billion active daily users. Advertising on Facebook is straight forward making it a great tool for local landscaping and gardening companies to help drive traffic to your website and increase conversions
The key to success is making sure you choose the right objective and then design an advert that will help you to accomplish it.
Facebook Advertising Options
When creating a Facebook advert you need to choose the type of advert that you want to run, there are six to choose from as outlined below:
- Get more website visitors
- Boost a post
- Get more messages
- Promote your page
- Get more calls
- Get more leads
If you are looking for conversions, you should choose the “Get more website visitors” option. That’s the one that will allow you to advertise to your target audience while at the same time enticing them to visit your website with a single click.
As well as choosing the type of advert that you want to run – in this example ‘conversion’, you then need to choose a conversion objective. Depending upon the nature of your landscaping or gardening business and your overall marketing goals, your conversion objective could be any of the following:
- Opt-ins to build your email list
- Opt-ins to generate more leads
- Downloads of a lead magnet
- Sales of your products
Depending on which objective you choose, Facebook will then provide you with a pixel (a tiny snippet of code) to embed in your website to track conversions from your Facebook advertising.
For the most success choose an objective that aligns with your marketing goals. If your company is B2B, you may want to focus on lead generation. B2C businesses are more likely to focus on sales.
How to Create an Ad Set
Once you have chosen the type of advertising you are running and your objective, you then need to find your audience – the group of people that you are going to send the advert to – called an ‘Ad Set’.
There are a number of ways that you can do this. You can select your audience using basic demographics such as age, location, marital status and income level. You can also use psychographics that target people based on their interests.
You can also have ad sets, for example, targeting different age groups, genders or locations. At this stage you will also need to set your budget. We recommend starting with a small short term budget so that you can text the results and decide if you need to expand the target audience or amend your creative.
Designing a Facebook Advert
There are some key components of a Facebook advert. For a conversion advert where you are trying to drive visitors to your website there are five basic parts you should look to include:
- Image or video
- Primary text
- Call to action
For your image or video, you need a square graphic with a recommended size of 1080 X 1080 pixels. Videos should be between 15 and 60 seconds long. The image you choose should be eye-catching. Remember, your advert will display in the feed and you don’t want people to scroll past it.
The headline is the next most important part of your advert. You only have about seven words to attract your audience’s attention, so make sure you spend some time on your headline.
It should be short and to the point. It’s always great to use words like sale, free, limited time, or anything like that since these terms spur people into action.
The primary text appears beneath the headline and is limited to about 125 characters. You can create longer text, but Facebook will truncate it, so make sure to include your most important content at the beginning.
Your call to action tells your audience what to do next. It should include active verbs such as buy, get, go, apply, contact, and so on. A lot of effective CTAs use “now” as a modifier, so consider something like:
- Apply now
- Buy now
- Contact now
Finally, the description is limited to six to eight words and will display only to users who might find it helpful. Examples include:
- Free shipping
- Offer ends Tuesday
- Limited time only
How to Track the Performance of Your Facebook Advert
You can use Facebook Ads Reporting which is a free tool to track the performance of your adverts. It will tell you how many people saw the advert, the time of day that worked best and what their demographics are.
Facebook Conversion adverts are a great tool to increase traffic to your website and help your landscaping or gardening business increase sales. The key is to target your adverts well and then create compelling content that your audience will engage with.
We are experts in online advertising for landscaping and gardening companies and you can find out more about how we can help with your online advertising here.
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If you would like help setting up a Facebook advert or improving your online marketing for your landscaping or gardening business then please contact us today to see how we can help.