Are you looking to do Facebook Ads Marketing for Pet Sitting and House Sitting Services? Should these types of business even bother advertising on Facebook? Hi, my name is Francisco, and I am the owner of Planet Marketing, a Digital marketing agency. My company specializes in Google Ads, Facebook Ads and Remarketing. I often get approached by small business owners wondering whether or not there is a place for them on Facebook in terms of marketing. That’s the question that I am going to answer here. This post is divided into the following sections;
Should Pet Sitting and House Sitting Services Advertise on Facebook?
That’s a question that I get a lot from people. The thinking is that small businesses do not have a place advertising on Facebook. However, that couldn’t’ be further from the truth.
Just to illustrate the point, I have previously written an article on Facebook Ads Marketing for Kindle publishers. I have tens of other Facebook Marketing articles for other small businesses. Truth is, Facebook offers great marketing opportunities for the following reasons;
Facebook is big
Do you know how many people use Facebook on a daily basis? Well, check out the graph below for the current figure. At the time of writing this article, that figure stood at a staggering 1.7 billion people. But what does that mean for Pet Sitting and House Sitting Services? Well, it simply means that Facebook is a good platform on which to find the right audience for your particular line of business.
Find more statistics at Statista
Facebook knows a lot about its user
Advertising is mostly about getting your audience targeting right. It doesn’t matter whether you are a large company or a startup. Your success depends on how well you can reach out to the right people at the right time.
The great news is that Facebook allows you to precisely target your audience. You have a number of tools that you can use in this regard. These include demographics, interests and behaviors. You can also target people based on age, gender, location and languages. We will look at that later in this post.
Facebook Ads are affordable
Pet Sitting and House Sitting Services are mostly small companies. If you own one, you probably do not have money to throw around on marketing. A lot of times people approach me asking whether or not Facebook Advertising is affordable for small mom and pop businesses.
My answer is; yes. Facebook ads are probably one of the most affordable digital marketing tools that you will be able to find out there. And yeah, Facebook Ads tend to be cheaper than Google ads. In fact, you could get started from as little as $5 per day. For that you can expect great results, but that will only happen if you have done your audience targeting right.
You can create your own Facebook Ads
The primary aim of this article is to show you the basics of creating your own Facebook Ads. Not that I wouldn’t welcome being hired to do the job on your behalf! Far from it! Facebook Ads are what I do, after all.
Having said that, I have decided to share my knowledge here. Yes, it takes time for you to master how to do it, but you can learn to run your own Facebook Ads marketing campaigns. That’s why I have created my own DIY Facebook Ads Marketing course, to help you get there.
This article offers only the basics. If you want to learn more, you are going to have to sign up for my course.
Best Practices when doing Facebook Ads for Pet Sitting and House Sitting Services
Yes, you can quickly jump into creating your Facebook ads, but that would hardly be the best move. There are some things that you are going to need to do and think about before getting started. The following are some of the best practices when doing Facebook Ads Marketing for Pet Sitting and House Sitting Services;
Create a Facebook Page
A Facebook Page is created free of charge. So, really, you have no excuse for anyone not to have one! The great thing about a Facebook Page is that you can use it to interact with your target audience. It’s a tool for getting people to find your business without you having to fork out money on ads.
You can also use the platform to answer any questions that your prospects may have. Generally speaking, a Facebook Page is great for promoting brand awareness. If you need help, check out my article on how to properly run a Facebook business page.
Be consistent in your posting
If you wish to get noticed via your Facebook page, then consistent posting is essential. Most people make the mistake of creating Facebook Pages and then abandoning them soon after. If you go to Facebook today, you will notice thousands of orphaned pages. Some people last posted on their years ago.
Thing is, a Facebook Page is a platform that you need to take seriously. It needs to be constantly updated with new content. However, Facebook is Facebook. You don’t need to write long articles for posting on there. Just say a few words every now and again and you should retain an engaged audience.
What should you post about?
People do not have the time to read wordy content on Facebook. You should stay away from that as much as is possible! People would rather watch the latest videos of poodles doing tricks, or other things equally enlightening.
So, for the types of business that we are talking about in this article, you are in luck. Post content featuring pets and people will love you. Most people love dogs. So, you can post a video every now and again to keep your audience engaged.
One thing to note is that your content should be useful. Or amusing. An example of useful content would be if you were to post an article showing people how to properly bath their dogs. Or how to properly collar a dog. People with dogs will naturally want to view or read this content.
Using Ads to Promote your Pet Sitting and House Sitting Service
A Facebook Page is great. But it can only take you so far as far as marketing your business is concerned. If you are really serious about using Facebook to reach out to the right kind of people, then you should consider doing so via paid Facebook Ads. Facebook Ads are created in Ads Manager. To get started, you need to have a Business Account. The process of creating Facebook Ads is composed of 3 basic steps;
- Choosing a Campaign Objective
- Setting up your Target Audience
- Creating your Ad
Choosing a Campaign Objective
In Ads Manager, the first thing that you will have to do on the way to creating Facebook Ads for Pet Sitting and House Sitting Services is to choose a Campaign Objective. Facebook provides you with 11 campaign objectives. You are required to choose one for each Campaign. The following are the available Campaign Objectives for Facebook Ads;
- Brand awareness
- Video views
- App installs
- Store traffic
- Catalog sales
Which one should I opt for?
A number of the Campaign Objectives given above could actually work when creating Facebook Ads for Pet Sitting and House Sitting Services. You could, as an example, choose Brand awareness if you have just set up in an area. That way, you will be able to reach out to people around you.
Another option is Traffic. Perhaps you have a website where you can direct people who click on your Facebook ad. There, they will get a lot more information about your Pet Sitting or House Sitting Service.
Another option is Messages. That’s the option that we are going to go with here. We want people to instantly contact us. That’s because a person who searches for Pet Sitting or House Sitting Services on Facebook probably has a pressing need. So, you need to talk to them right away to turn them into customers.
Defining your Target Audience
Now that we have chosen a Campaign Objective, it’s time to define our Target Audience. The question to ask here is; to whom do I wish to have my ads delivered. Facebook gives you a number of useful tools that you can use to define and refine your target audience;
Location is very important when doing Facebook Ads Marketing for Pet Sitting and House Sitting Services. That’s because most such businesses are rather localized in nature. If you own one, you probably get your customers from 5 miles or so around your physical location.
You cannot have customers across the United States. That would only work if you branches in other areas. So, you need to target an audience that’s immediately around you. The great thing is that you can be as specific with your location as is possible while creating Facebook Ads.
For this example, we will assume that our business is located at the following address; 3rd Ave, New York, NY 10128, United States. We will want to have our ads delivered only to people living within the target location. We don’t care about those than may have passed by.
You can also define your target audience based on Age. This setting will depend on the nature of your business. For this example, we will target people over 18 years old.
It’s also possible to do your audience definition based on Gender. There are some businesses that are gender inclined. For this example, we will go with both men and women.
Perhaps you would like to have your ads delivered only to Spanish speakers, or to speakers of other languages, for whatever reason. Should that be case, then you can exclude everybody else using the Languages setting.
Detailed Targeting: Demographics, Interest and Behaviors
So far, our targeting has been pretty general. We are targeting people living around our physical address on 3rd Ave, New York, NY 10128, United States. There are probably thousands of people within that specified area, the majority of whom probably do not even have a pet.
So, we need to be a bit more specific in our audience definition. That’s where the Detailed Targeting section comes into play. In my view, it’s one of the most crucial sections when doing Facebook Ads marketing for Pet Sitting and House Sitting Services. For this example, we are going to target the people who have expressed an interest in, or have liked pages relating to the following;
- Pet sitting
- Dog grooming
That’s another useful tool that you can use to further narrow down on your target audience. So far we have targeted people based on the above parameters. Yes, we are likely to have success. As you can see on the Estimated Daily Results, we will get about 10 messages every day. That's a lot, depending on whether or not you are able to turn these messages into business.
But we can get even better results by targeting people who have interacted with us in one way or the other. Maybe they liked our Facebook Page. Or may they installed our app or took part in an event that we ran.
The advantage of reaching out to these people is that they already know about us. They are not a completely new target audience. So, we are likely to have an easier task convincing them to sign up for our service.
Because we have chosen Messages as our Campaign Objective, we will have to define which messaging apps we wish to use. You have the option to have your messages delivered using the following apps;
- Instagram Direct.
You can choose all of these apps
For this example, we are going to choose all of these apps. That's broadens our reach, but feel free to choose the app that you are comfortable with.
Budget and Schedule
This is the part that terrifies a lot of people. They are afraid that they are going to have to rob a bank to be able to afford creating Facebook Ads for their Pet Sitting and House Sitting Services. The good news is that it doesn’t have to be that way. Facebook Ads are pretty affordable, even by the smallest of businesses.
One thing to point out here is that you need to have control of your spending. Otherwise Facebook will continue deducting money from your credit card even when you no longer want to have ads run. To get control, simply define start and end dates for your Campaign. You can also define a Lifetime Budget.
Creating your Ad
Now that we have done the basic work, it’s time for us to start creating our ad. The ad is what people will actually see. They won’t see all the other things that we have been doing, which is all in the background.
So, you ad needs to be up to standard. Don't be too constrained, however. Facebook is Facebook and you don't need to hire a professional editor to post content there. When creating Facebook Ads for Pet Sitting and House Sitting Service, there are some areas on which you need to work;
The Primary Text appears at the top of your ad. Remember that Facebook is mostly about visuals. So, you should avoid writing too many words here. I generally recommend that you don’t make your Primary Text more than 2 lines long.
Make it visual
Facebook allows three types of ads. These are video, single image and carousel. The choice that you make here depends on your type of business. But, generally speaking, you should make your ad as visually appealing as is possible.
This is something that I have already talked about. People go to Facebook to connect with friends and family and to watch funny images and videos. So, you are actually intruding on this with your ad. The trick is to make the intrusion as seamless as is possible.
You do that by creating an ad that’s eye catching. For Pet Sitting businesses, that is not that difficult. People like pets, and you can simply post cute videos and images to catch their attention.
Install Facebook Pixel on your Site
One of the things that you need to do as part of the process of running Facebook Ads for your business is to install Pixel on your site. Pixel is how Facebook does remarketing. Don’t know what remarketing is? Well, it’s basically when visitor activity is tracked on a website, with people being shown relevant ads when they go elsewhere.
You have probably already noticed what happens while browsing across the internet, with some ads seemingly following you from one place to the next. That’s remarketing. So, you need to install Pixel on your site. The next time that people visit their Facebook profiles, they will be shown your ads. These ads will be in sync with their interest on your site.
That’s how to do Facebook Ads for Pet Sitting and House Sitting Services. I have only just skimmed across the surface here. But hopefully, the information that I gave out should help you get started. If you want to learn more, feel free to check out my DIY Facebook Ads Marketing Course.
I also have a Facebook Ads Setup Plan. That’s designed to get you through the somewhat difficult basics. I will do the setting up bit on your behalf and from there, you can take over management of your account on your own.