If you're comfortable with Facebook, getting started with Facebook advertising can be pretty simple. They have various tools to help you jump right into promoting your business through their ad platform. However, with this accessibility comes the opportunity to make mistakes accidentally.
Markentum is sharing four common Facebook Ads mistakes that are easily avoidable for your senior living community.
Mistake #1: LetTING Ad Creative Get Stale & KeepING Copy Generic
One of the easiest mistakes to make with Facebook ads is to let them run for too long without making updates or changes. Similarly, you should tell pretty quickly after launching your ads whether they are performing well or not. If not, updating your ad copy right away to find what works best can significantly improve the success of your campaign.
The other mistake we often see is keeping ad copy too generic. It is easy to forget that not everyone is as familiar with your business and community as you are. Make sure to include valuable information that helps prospects and general Facebook users know exactly what you are promoting. Use verbiage that will reinforce your brand and maintain consistency in your messaging as much as possible.
As a digital marketing agency focused on senior living, Markentum has recognized that consistently presented brands are 3.5 times more likely to enjoy excellent brand visibility than those with an inconsistent brand presentation.
Mistake #2: Your Campaigns Don't Align With A Marketing Funnel
You can use a more strategic approach to Facebook advertising by utilizing multiple optimization objectives that focus on different stages of the marketing funnel.
At Markentum, we use a three-part funnel strategy for our Facebook advertising.
- For the top of the funnel, we like to focus on driving traffic to your website to help users become more familiar with your brand and the services available in your community.
- The middle of the funnel is designed to attract prospects and new contacts through a free downloadable resource.
- Finally, at the bottom of the marketing funnel, we use remarketing to stay engaged with those who may have already visited your website or connected with your brand in one way or another in the past.
Mistake #3: SelectING Targeting That Limit Your Campaign
Facebook does a pretty great job of offering audience targeting options for each campaign objective. Using geo-targeting, age targeting, remarketing audiences, affinity audiences, or lookalike audiences to reach those in your ideal market are great options to have.
However, most senior living ads tend to fall under the housing category. Facebook restricts the housing category to help avoid discrimination. Unfortunately, this does limit the way that you can identify your target audience when promoting your community. If you are promoting housing of any kind, you need to make sure when creating your ad set that you are not selecting any age demographic or zip code targeting, as this will restrict your ads from being delivered.
While this can seem limiting (and frustrating), try to look at it as taking the pressure off! Instead, that pressure is now on Facebook to find the most qualified prospects and ensure that your ads are delivering and converting optimally.
Mistake #4: SkipPING A/B Testing
Skipping A/B testing can't be that big of a mistake, can it? Yes! Believe it or not, if you aren't split testing your ads, you could be spending more than you need to on ads that aren't performing! Facebook offers several types of A/B tests so you can learn more about your target audience's behaviors and determine which strategy works best. This improves the success of the campaign you are testing and helps with data-gathering so that you can improve future campaigns.
You can learn more about how to qualify an agency in our blog, 6 Things To Consider When Choosing a Digital Marketing Agency.
We know that you are extremely busy running your senior living community. Just making a few small changes to your ads on the Facebook advertising platform can be time-consuming, overwhelming, and tedious - but they can make all the difference!
It is often unrealistic for you to know what to look for, understand the best way to optimize your account, and catch and frequently adjust to maximize your investment. If you would like to learn more about how Markentum can help your senior living organization advertise across social platforms efficiently, contact us for a free evaluation!