Are you struggling to build your Architecture firm’s client base? Is Facebook the right place for you to be in this regard? Hi, my name is Francisco, and I am the owner of Planet Marketing, a Digital Marketing Agency. My company specializes in Facebook Ads, Google Ads and Remarketing. I have been doing this for years. In that time, I have helped a lot of Architecture firms take their marketing campaigns to Facebook. Facebook Ads are my bread and butter and, today, I am willing to share that knowledge with you. In this article, I am going to;
- Show why Architecture Firms need to start advertising on Facebook.
- Give a guide to the creation of Facebook Ads for Architecture Firms.
Before you get started
One thing that I am always telling people is that Facebook Advertising is all about having the correct mindset. This applies whether one is talking about architecture firms or for any other type of company that’s out there. What you don’t want to do is to just blunder in there. So, before you get started, there are a some questions that you are going to need to ask yourself. These questions will help put you in the correct frame of mind. But what are these questions? Well, I list some of them below;
- What goals do I have for each Campaign?
- Who constitutes my target audience and am I going to stay within this comfort zone with my Facebook Ads? Perhaps you are willing to explore new avenues for growth?
- What are the demographics, interests and behaviors for my target audience?
- Where do I wish to have my ad delivered (the target location)?
You need to set up Facebook Pixel
One of the things that Architecture Firms are going to need to do to leverage the power of Facebook Advertising is to set up Pixel. Don’t know what I am talking about? Well, Pixel is a tracking code from Facebook that allows you to show just the right kind of ads to the right kind of audience, depending on their interest on your website.
People are always complaining that there are some Google Ads that seemingly follow them across the web. Facebook Pixel works in more or less the same way. Let’s assume for this article that you are an Architect firm operating from Anchorage, Alaska. When somebody visits your business’ website, they will browse through the sections in which they are interested. Perhaps you have a section on there in which you talk about designing log cabins.
Now, if you have Pixel running on your site, this interest in log cabins will be noted. The next time that that person visits Facebook, they will be shown your ads related to the sections that they went through on your site. So, if you have ads in which you promote your company as one of the best designers of log Cabins in Alaska, then they will be shown this ad. They won’t be shown other Ads in which you talk about designing other types of buildings.
Why Architecture Firms need to Start Advertising on Facebook
Why is everyone talking about Facebook Ads? And do they really work for architecture firms? Truth is, Facebook Ads Marketing works great for most businesses that are out there. If you check on my blog, you will notice that I have written Facebook Ads articles for various businesses and professions. You can check out my Facebook Ads for Therapists article as an example. I have also written a Facebook Ads Marketing for Immigration Attorneys articles. So, why should Architecture firms do Facebook Ads Marketing?
- Facebook is a huge platform that brings together people from all over the place. It currently has over 2.7 billion monthly active users. And that figure continues to grow . So, Facebook is a rich hunting ground for businesses looking to achieve growth.
- One of the greatest things about Facebook Advertising is that it allows you to precisely target the right Audience. This is important in terms of the performance of your ads. What you don’t want to do is to have your ads delivered to people who have virtually no interest in what you do. Facebook knows a lot about its user. In fact, some would say the platform knows a bit too much. However, from the point of view of a business wanting to advertise on the Facebook, this is actually pretty good news.
- Most people worry about the cost of advertising on Facebook. That’s particularly the case for startups that may not have enough budgetary flexibility to throw into marketing. I have had many startup Architecture firms ask me whether or not Facebook Ads Marketing is cost effective. My answer is, Facebook Ads Marketing is the way to go as far as running cost effective campaigns is concerned. In fact, I find that Facebook Ads are cheaper than Google Ads! As an example, there is nothing stopping you from starting out on Facebook with as little as $10 per day. And if you set things right, you will be able to get enough clicks from that to more than justify the investment.
- The object of this article is to show you how to create your own Facebook Ads in-house. I will show you how and where to get started. That is another advantage of doing Facebook Ads Marketing. There is nothing complicated about it. You only need to be a little patient. Most people flounder when it comes to getting started. That is why I have come up with my Facebook Ads Setup Plan. Sign up and I will do all the initial hard work. You will also get 2 high performing ads in the bargain. From there, you can take over the campaign if you wish and it will be just a matter of playing around with your settings to find the right formula.
Steps to Create the First Facebook Ad for your Architecture Firm
Okay, now that I have put you in the right frame of mind and I have given you the motivation; it’s time for me to show you how to create the first Facebook Ad for your Architecture firm. Facebook Ads are created in Ads Manager. You can sign in and create your Ads Manager Account using your personal Facebook credentials. The process of creating Facebook Ads has roughly the following 3 steps;
- Selecting your Campaign Objective
- Defining your Target Audience
- Creating the Ad
What are Campaign Objectives when Creating Facebook Ads
Facebook Ads have what are referred to as Campaign Objectives. These basically answer the question that I gave at the top regarding your goals. That’s was the reason why I emphasized the need to have clarity of mind even before getting started. Facebook provides you with 11 possible Campaign Objectives. You can only have one, however, for each Campaign. And how you ad shapes up is going to depend on the Campaign Objective that you choose. As an example, if you choose Catalog Sales, which is mainly for eCommerce sites, you are going to need to create a catalog for use in your ads. Anyway, the following are the 11 available Facebook Ads Campaign Objectives from which you can select one when doing Facebook Ads Marketing for Architecture Firms;
- Lead generation
- Catalog sales
- App installs
- Video views
- Store traffic
- Brand awareness
Which Campaign Objective works best for Facebook Ads for Architecture Firms
So, which Campaign Objective should you choose for your first Facebook Ad? My advice here is that you should not get too hung up in this area. If you are clear on your objectives, then you will not have trouble. And there is no prescribed Campaign Objective for any business that’s out there. Some will work better than others, depending on what you wish to achieve.
And you can use one Campaign Objective for one ad and another for another. For this example, we are going to go with Traffic as our Campaign Objective. So, we want people to go from our Facebook Ad to our website, where they can go through videos and images of the log cabins that we have designed and build in Alaska.
Setting up your Target Audience
This, as far as I am concerned, is the most important stage when doing Facebook Ads Marketing for Architecture Firms. But why is that the case? Well, the success or failure of ANY ads marketing campaign depends on the ability to have the right message presented to the right audience at the right time. The Ad Set is where you define who you wish to target with your ads. If you choose the wrong audience, then your message is likely to fall flat.
For our example, our message is going to need to be delivered to people who are interested in Log cabins. If you deliver your ads to people who think log cabins are a quant gimmick, then you won’t get any conversions. The great thing is that Facebook provides you with all the tools that you need in order to reach out to just the right audience. But first, you are going to have to specify what your budget and schedule are;
Budget and Schedule
How much are you willing to spend on your Facebook Ads? Small businesses usually have smaller marketing budgets. The Budget and Schedule section is where you set up the amount that you are going to spend on your campaign. You can set a daily budget as you can see in the above screenshot. You can also set a Lifetime Budget for each Campaign.
One thing that you should do is to have a start and end date for your Campaigns. That way, you can retain control of your spending. Otherwise, your ads will run forever and Facebook will keep on deducting money from your account. The great thing is that you can start small and you can do a lot of A/B testing to find out the correct daily budget that gets you’re the most favorable results.
From the Budget and Schedule section, you move to the audience section. This is really where you define who your target audience is. We have already noted that this section is absolutely important. It determines the success or failure of your Campaigns. Facebook provides you with the following Audience definition tools as you create your Facebook Ads for an Architecture firm;
Where do you wish to have your Facebook Ads shown? The answer to that is going to depend on your location and on your reach as a business. If you own a café, as an example, you will probably only have a reach of about 3 miles around your business. If you own an eCommerce company that ships worldwide, on the other hand, then your reach will be worldwide. For our example, we will assume that our Architecture Company operates from Anchorage, Alaska, as already noted. The company has operations throughout Alaska, so, we are going to have our ads delivered across this state.
Who is going to want to build a log cabin? Obviously people 18 years old are not going to be interested in that. The Age setting is another that you can use to further define your target audience. For this example, we are going to target people 25 years and above. 25 is probably the age at which people start getting settled and thinking about getting mortgages.
You can also use this setting to further define your target audience. When it comes to log cabins, there is really no distinction in this regard. Both men and women will be interested in what you have to offer. However, there are some products that are gender specific, so you can use this setting to reach the right audience.
Still need to further narrow down on your Target Audience? If yes, then you should herd over to the Detailed Targeting section to do so. It’s really where you begin to zoom in on your target audience. Everything that we have done so far has been rather broad. Now, we want to set our ad in such a way that it is delivered only to people who have expressed an interest in what we have to offer. In this article, we are going to target people who meet the criteria listed below. Note that this is only for one ad. We could run other ads detailing other type of homes that we are capable of designing.
- Those who have expressed an interest in Log cabins
- Those that have expressed an interest in Log houses
The connections setting helps you further refine your target audience. Note that when doing Facebook Ads, you can use Custom Audiences. These are people who have interacted with you in one way or the other. Maybe they liked your page. Or maybe they participated in one of your events. Maybe they visited your website and were tracked using Pixel.
The settings that we have shown you so far are for creating a new audience. However, here, you can add custom elements using the Connections setting. It allows you to also target people who have previously interacted with your business in one way or the other. This is a great way of assuring the success of your campaigns. These people are not complete strangers. They already know what you do and they are likely to respond more positively to your ads.
Creating the Ad
The final step, when doing Facebook Ads Marketing for Architecture firms is the creation of your Ad. Everything that we have been doing so far has been background work. The ad, on the other hand, is what people will actually see. So, it needs to be good. There are some things that I need to mention when it comes to creating Facebook Ads for your Architecture firm;
Do lots of testing
One of the strengths of advertising on Facebook is that you can do a lot of testing. If your ad does not achieve quite the desired results, don’t hesitate to change it. When creating Facebook Ads, you have three formats that you can use;
- You can create Video Ads
- You can create ads composed of single images
- Your ads can be in the form of a carousel.
So, you should test these formats to see the one that works for your Architecture business. As an example, you can begin with a Single image ad. The next week, you can move over to an ad that is composed of a video. From there, you can try out a carousel ad.
This is another area that you need to work on for your Ad. The Primary Text is what people will read on top of your ad. So, it needs to be good. Again, you can do a lot of split testing here. Start with some line of text. If that works, then that’s great. If not, try something else. Eventually you will strike the right combination.
How you should name your ads?
This is your first Facebook Ad, right? So, you may think that you can get away with naming it Ad 1 or something simple. Well, probably. But as you go forward, you are going to need to name your ads in such a way that you will remember what they are all about at later dates. If, as you should, you stick to advertising on Facebook, you could end up having a hundred different ads.
How will you know which is which? So, the best approach would be to give your Ads, Ad Sets and other sections meaningful names. You can name your ad something like Anchorage-design-and-buid-promo-02-20. That way you will know that it’s the ad that you were running in such a place at such a time.
Get in touch
Hopefully, I have shown you the basics of creating Facebook Ads for your Architecture business. Truth is, creating Facebook Ads is a long process. There are many angles here that I have not covered. The trick, as I have just noted, is to do a lot of testing . And if you do not have the time to create your own Facebook Ads, why not get in touch with me today. Facebook Ads are what I specialize in, and I can help take your architecture firm to the next level as I have done with other businesses similar to yours.