Have you been struggling to get customers for your Commercial Insurance Agency? Are you wondering whether or not advertising on Facebook will generate better qualified leads for your business? If yes, then you need to read this article. My name is Francisco, and over the past 13 years, I have helped put countless companies that are similar to yours on the map. In this article, I am going to;
- Show you why Facebook Ads are for Commercial Insurance companies.
- Teach you how to create your own Facebook Ads.
- Introduce you to my Facebook Ads Setup Plan.
Should Commercial Insurance Companies advertise on Facebook?
Most people that reach out to me wish to know whether or not Commercial Insurance Companies should bother advertising on Facebook. Or would it rather be better to stick to traditional avenues, such as Google Ads? My answer to them is; any marketing executive that has already not been advertising on Facebook honestly deserves to be fired! This applies even for Commercial Insurance Agencies for the following reasons;
- Businesses around the world are increasingly taping into the popularity of Social Media to reach out to a restless and mobile customer base. Facebook Ads marketing, in particularly, is a great way through which companies can promote their brands, by targeting the over 2.3 billion people who use the platform.
- Facebook Ads can be highly targeted, meaning they are likely to have a higher CTR than, say, Google Ads. This means that you are much more likely to have a higher return on your investment when advertising on Facebook.
- You can learn to create your own Facebook Ads, and that is the object of this article. To be frank, most people would rather have us do the hard work on their behalf. If that is what you prefer, don’t hesitate to get in touch with me and I will get your started along the way!
- Many people ask me; is it cheaper to advertise on Facebook than on Google Ads and other platforms? The answer is; yes, Facebook Ads are cheaper. Indeed, you can get going advertising on Facebook for as little as $10.
How to create your own Facebook Ads
Creating Facebook Ads for Commercial Insurance Agencies is really not that difference from that for any other business. Facebook Ads are created in Ads Manager. The process itself is composed of 4 steps;
- Creating a campaign.
- Setting up the Ad Account.
- Creating your target audience in the Ad Set.
- Creating the Ad itself.
Creating a Campaign: Choose a Campaign Objective
Creating a Campaign is really where it all begins as far as Facebook Advertising is concerned. In Ads Manager, your first step in the process of creating a Facebook Advertising campaign involves choosing a Campaign Objective. Available campaign objectives are;
- Brand awareness
- Catalogue Sales
- Product catalog sales
- App installs
- Store traffic
- Video views
- Lead generation
Best Campaign Objectives when creating Facebook Ads for Commercial Insurance Agencies.
Most people struggle when it comes to choosing a Facebook Ads Campaign Objective for their business. However, that need not be the case. Thing is, with Facebook Ads, you are going to have to do a lot of A/B testing to find the right formulae. For this example, we are going to choose “Traffic,” as our campaign objective since we wish to have people who click on our ads taken to a landing page. The screenshot above shows some of the other potential campaign objectives for commercial insurance companies.
Setting up an Ad Account
This step is necessary if you do not already have a Facebook Ad Account. Getting setting up should be simple enough and you can click on the “Continue,” button when done.
Defining your Target Audience: The Ad Set
The Ad Set section is important in that it’s where you define the kind of audience that you wish to target with your Facebook Ads. A Campaign can have multiple Ad Sets. An ad set allows you to create one audience, budget, schedule and bidding strategy for your campaign.
The Audience sections gives you the chance to zoom in on the people who you wish to target using Age, Gender, Location and language.
The location for your Ad is where you want to have it delivered. This can be as wide and as narrow as is possible. The thing to remember is that you shouldn’t go for a wide area of coverage just for the sake of it. Doing so wastes money by having ads delivered to people who really do not have an interest in whatever it is that you have to offer.
As you can see in the above screenshot, we have set the radius for the delivery of our Facebook Ad to 25 miles around Chula Vista, California. You can increase and decrease the area of coverage as needed. Also note that we have excluded Mexico, part of which overlaps with our target location.
Age, Gender, Language
The age settings allows you to set an age range for the people who you wish to target with your Facebook Ads. For a Commercial Insurance Agency, there would really be no reason to target teenagers. We are going , instead, to put our target age range at between 30 and 50.
You can also choose to target the delivery of your Ads using Gender. For our example, we are going to target both male and women.
You can also have your ads delivered to people who speak a particular language. You can, as an example, choose to have your Facebook Ads delivered only to Spanish speakers.
Detailed Targeting: Zooming in on your target audience
The detailed targeting section is where you really narrow down on your target audience. Targeting is, in this regard, based on Demographics, interests and behaviors. You can also choose to exclude particular groups of people.
As you can see in the above screenshot, we are going to have our ads delivered to business owners who live in an around our target location.
Budget and Schedule
The budget section allows you to set the daily amount that you wish to spend on your Facebook Ads. Coming up with the appropriate amount can be tricky, particularly if you are just setting out.
However, you should, through trial and error, be able to strike a balance between what you spend and the results that you get.
You can also, through the Schedule section, choose to either have your Ads delivered immediately, or on an given date.
Estimated Daily Results
You estimated daily results show in a pane to the right of your screen. As you can see in the above screenshot, the settings that we have chosen so far give us an projected 32 to 120 clicks every day from a potential of 850. When done with the creation of your target audience, click on the “Continue,” button to move to the next step.
Creating the Facebook Ad
This, really, is where it has all been leading to as far as creating Facebook Ads is concerned. The fourth step on your way to creating Facebook Ads for a Commercial Insurance Agency involves the creation of the Ad itself.
Available Ad Formats
Facebook allows you to create ads in a number of formats. These are;
- Single Image
- Single Video
You can see a preview of your ad to the right of your screen under the “Ad Preview,” section.
Confirm your Ad
Once satisfied, click on the “Confirm,” button to finalize and launch your Facebook Ad. The thing about Facebook Advertisements is, however, that you they should be an ongoing effort and should be precisely targeted to reach out to the right kind of people.
The Facebook Ad Setup Plan
Let’s face it, we are never going to lay it all out in one article when it comes to the creation of Facebook Ads. That is why I have come up with the Facebook Ad Setup Plan, to help you get going when it comes to the creation of Facebook Ads for your business. Sign up today, and you will get the following;
- Help creating your campaign.
- Help setting up your ad account.
- Help choosing the right kind of audience.
- Two live ads.