Important Facebook Updates For Estate Agents Re Ads Being Rejected Due To New Special Ads Category Rolled Out In Europe
Important Facebook Updates For Estate Agents Re Ads Being Rejected Due To New Special Ads Category Rolled Out In Europe
Hope you’ve all enjoyed your break! Just a really quick bit of information for you because a lot of agents are getting in touch about their adverts being declined, flagged as discrimination or they need to be in a special ad category. I thought I'd do a quick article to explain a few things that Facebook's doing at the moment.?
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Over the last couple of weeks, Facebook announced that there is going to be a special ad category for Europe for housing and in particular property listings. This is something that's not new,? America and Canada saw this a couple of years ago and I'll give you feedback on what happened there. The good news is that there was very positive feedback after that took place. This is all happening because Facebook wants to remove all types of discrimination from the platform, but also Facebook is moving fast towards a platform where it takes a lot of the options and guesswork away from you and more towards it doing the heavy lifting through AI and machine learning. You're going to see a lot more of this over the next year or two where Facebook really wants to create a platform where you concentrate on the content and it then concentrates on finding the right people for you. I think a lot of you'll be pleased to hear that because obviously, it makes it a lot easier to get your content to the right people and get those wins, get those leads and conversations.?
Special ad category is now covering housing, employment, recruitment, credit, etc. For our industry straightaway, property listings, if you're creating a property listing and you want to put some money behind it, create a Facebook advert, you need to use a special ad category and select housing. This will remove some of the things that you've been used to but as I said before, Facebook will do the heavy lifting for you now and some of the results that we've seen from testing of the special ads category already have been pretty awesome. Speaking to real estate agents in America and Canada as well, they've said that their actual leads and actual feedback from the special ad category were much better as well. So they've had even better results as Facebook turns up the AI technology and machine learning on the platform.?
So one of the things you can't do now in the special ed category is if you're using property and you want to generate leads, you can't go less than nine miles on the targeting. So you can't target by postcode or, for example, one mile, that's no longer available. You can't also change the age. That's the discrimination part. But there are ways to help Facebook understand who you need to get in front of. Facebook will be looking at what's in the ad, where you're sending them to, your adverts need to be clearly calling out who you're trying to get in front of, who the property is ideal for the location that it's in. And Facebook's not silly, it does a better job than us! Machine learning and AI technology do more than we could ever understand. It will go after those people. It's looking at what's in your advert, what's the headline, looking at the text on the page you’re sending them to, it's looking at who's engaging, and looking at an adverts engagement in the first three days, it knows who it needs to go after.?
The whole platform is built on a system where Facebook only wants to show relevant content in front of the right people. So it will not be putting your content in front of the wrong people. And we know Facebook has turned the AI up from tests that we've done. Pretty much, we’ve just done open targeting where we're just dropping a pin and Facebook is looking at our advert and is coming back with some amazing results.?
So that's the main changes, there are some interests as well which are no longer available and that's Facebook again, really bringing the options down as a whole, you'll see this on the platform over the next six to 12 months, there are too many interests there for you to choose. It's a minefield to know what to choose so Facebook is bringing it down and removing that Chinese menu aspect where there are so many options you don’t know what to choose! They want to bring it down and make it really obvious what you need to try and test and choose and make it easier for you and concentrate more on better content on the actual platform.?
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The other thing they have done, they've brought out special audiences which are going to replace lookalike audiences. They are very similar in the way they work, finding similar people, so you can still upload a list into Facebook and it'll find a bigger audience of similar people. That's something we're going to be training agents over the next couple of weeks, how to use that and make sure that you're still getting in front of the right people.?
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Retargeting is going to continue to be so important. I can't stress how important that is, it's important getting back in front of anyone who's showing interest in you, people have been on your website, people have been on your Facebook page, people have been on your Instagram account, people have watched your videos, these are all audiences that you can create in Facebook and are still available. They're going to be playing a bigger part going forward making sure that you've got adverts running to those people also.?
Over the next couple of weeks, we're going to be putting plenty of training onto the training programme making sure that anyone in the training programme is up to date with what's happening, new training, obviously coming out. I'll be very busy over the next couple of weeks rolling that out to everyone showing you what's working now and also what we've seen working elsewhere. And hopefully it will bring everyone up to date.?
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Have a great 2022!
Paul?