Though Facebook has taken some flack over the last few months, there is no denying that it is still an absolutely massive avenue through with businesses can advertise their wares to the audience that they hope to reach. There are still hundreds of millions of users on Facebook, making it a market that businesses everywhere absolutely have to advertise through.
When you are a landscaping business, the industry can be a crowded one regardless of the local area. Because of this fact, your business needs to find a way to attract the attention of your audience and make your business stand out from the rest on the market.
Facebook Ads are a great way to do this. Contractor SEO is all about getting your brand in front of your audience, making them aware of your company and what it is about, and converting those leads into sales. Without Facebook Ads, you are will likely tread water at best if you even manage to do that.
But how can you create the right ads for your landscaping company to truly stand out in the crowded marketplace of the industry and Facebook in general? This is a comprehensive guide that you will need to follow when creating your next set of ads to run on Facebook.
Choose the type of ad you want to run
Not all ads are created equally and this is the case for Facebook. As a matter of fact, Facebook runs seven different ad formats that you will need to choose from:
- Single Image
- Instant Experience
The ad that you choose will depend on what your ad campaign’s objectives are. When posting your ads on Facebook, this can include things like generating brand awareness, website traffic, or just developing engaging content that your audience clamors for.
When you create your ads, you have to have that clear and compelling imagery that sets your business apart and captures a client’s attention. Though Facebook does offer stock imagery for free, you should have your own pictures to give a unique and individual visual in your ads.
You should make a habit of taking pictures of all aspects of the job: before, during and after. This will clearly showcase what it is your business can bring to the table and these kinds of compelling pictures can instill a level of confidence in prospective customers that would not exist without those pictures.
Retargeting was mentioned above; this is an optional campaign through Facebook. If you have ever visited a website and then had that same product pop up over and over again, that is a retargeting campaign. These can be highly effective ads when establishing brand awareness.
A retargeting campaign uses a bit of code (which is called a Facebook pixel) and is added to your site. This pixel then tells Facebook when a visitor arrives on your website and places ads for your site on Facebook when they leave. Having a steady amount of traffic is recommended for retargeting campaigns as they can be a powerful option when it comes to keeping your business in the mind of potential clients.
Select the demographics that your ad is targeting
Through Facebook, you can use demographic information to target your ads so that they will only display to a specific audience. Obviously, this means that you are missing out on the “casual” audience, but when you are a smaller business, you have to appeal to your target audience first and foremost.
An example of this in the landscaping business is that you know a specific age group will be likely to use your services. You can then deliver your ads to a specific group – think homeowners over 35 – instead of trying to appeal to an audience that isn’t likely to use your services.
To emphasize this a bit more, your landscaping company would want to target your ads in specific zip codes. This is known as geofencing. Since your business is likely only to serve certain zip codes, you won’t want to waste your advertising dollars and energy on places that you can’t serve.
Make sure to focus your ad’s message
Since we are talking about landscaping businesses, there is a pretty good chance that your business offers a wide variety of services; things like yard clean-ups, lawn maintenance, and landscape design. Because your business offers such a wide array of services, you want to create the kind of ads that can showcase everything that you can do, right?
Resisting this temptation to create a broad-scoped ad. Focus instead on making each ad have a singular focus. In the landscaping service, this means focusing on a particular service, maybe a special promotion, or even another offer. Prospective clients might eventually take an interest in your other services, but they aren’t looking to solve all of their problems at one time. Instead, they’ll be focused on solving one of those problems at a time.
This is the best avenue for proving to those prospective clients that you are the company that they need. Focusing on one specific service in each ad really emphasizes that you are the professionals and the authority when it comes to that topic. When you try to focus on everything at once, you run the risk of not connecting with anyone at all.
Make sure to align your visuals and ad content with the specific service that you happen to be offering
Since we are focusing on the landscaping business, let’s just say that your business offers a weekly service that includes lawn maintenance during the summer months of the year. When you promote this via your online ads, you create content that really describes the benefits that this package can have for the client.
When you have done this, you need to choose the ad’s visual. Would you want to choose a lawn that is full of things like leaves and other debris? No, of course, you wouldn’t. This is because it could cause confusion when your client views the ad. You’re essentially saying one thing and showing another.
The key here is to make sure that the visuals and the ad content line up. If you are promoting lawn maintenance, make sure that your visuals show the benefits that the maintenance will have. Don’t confuse your audience in any way; make everything as clear and concise as it can be.
Choose the right landing page
While creating the perfect ad is certainly an important aspect of creating a successful online ad, you also need to think about what the client’s experience is once they actually click the ad and arrive at your landscape website. If your ad goes to your home page, it requires an extra step for your client to go through to find that service. Most of the time, that extra step is enough for the client to not want to use your business.
That is why it is essential to drive traffic through to the landing page that has the content that the ad is based around. Ads have a significantly lower success rate when they direct to the homepage versus a specific landing page.
This is why it is so important that, if you are creating separate ads for each different service, you create a custom landing page for each of those ads. Make it as easy as possible for your clients to find that service page and don’t give them any extra steps.
When the client clicks on your ad, they are taking the first step towards potentially using your service. When they click that ad, make sure that you “pay off” that potential interest by bringing them right to the service page that they want so that they can learn even more about that service.
Don’t waste those clicks because they are far too valuable and important. Sending clients to the right landing page maximizes those clicks and gives those clients the incentive to want to use the product or service since you have basically brought them right to it.
Don’t ignore the results
Most of all make use of your analytics services. You can use a variety of analytics services to track the clicks that go to your website. This is important for finding out where you are having success with your ad campaigns and where refinement is necessary.
You invest too much time and money into your ads to have them ignored once they are deployed. Learn what your audience responds to and make a point to emphasize those strengths. This can help keep your ad campaign going strong while you work out the kinks with the ads that aren’t working so well, allowing you to keep going strong while making those refinements.
Analytics can be almost as valuable as the ads themselves; making proper use of them can be informative and help you keep your ad campaign moving along towards positive results. Use them well and use them wisely.