Laser-Focused Lead Generation w/ Facebook Ads



Laser-Focused Lead Generation w/ Facebook Ads

Laser-Focused Lead Generation w/ Facebook Ads

Increasingly, business owners are becoming familiar with Facebook Ad Manager and how it works. Boosting your posts and increasing the reach of your ads is one thing, but how do you turn those extra views into actual traffic – or customers?

In December of last year, we discussed the Facebook Ad Manager and outlined the process of creating a solid ad that will generate leads for your business.

The secret of Facebook advertising is to hone in on exactly who your ads should target. Your targeting should be both specific and thoughtful. Again, we will walk you through the process so that you can harness the full power of Facebook advertising and increase your ROI in a major way.

Facebook allows you to target specific audiences in different ways, including: Location, Age, Gender, & Spoken Language

Now, these aren’t quite specific enough. Facebook also allows advertisers to target demographics based on other, more detailed characteristics, including: Demographics, Interests, Behaviors & More!

We can take this targeting a step further!

Another cool feature of Facebook Ad Manager is the ability to reach out to a hyper-local audience. This can be done easily, by choosing one of four options from the “Locations” drop-down list:

• Everyone in a particular location
• People who live in a particular location
• People who were recently in a particular location
• People who traveled to the location but live elsewhere

These options are based on the locations in users’ Facebook and Instagram profiles, and the locations of their mobile devices. For example, let’s say that you own a car rental company. If your goal is to specifically attract tourists who are visiting your area but do not live there, you can select the “people who traveled to the location but live elsewhere” option. It’s a safe bet that these people are either still in your area, but perhaps they travel there frequently and are in need of a reliable car rental service during their visits.

You can also eliminate certain demographics or groups from a Facebook ad’s reach. Under the “Detailed Targeting” area, there is an option to “Exclude People”. This can come in handy for some businesses.

Let’s return to our car rental company example. If you are ONLY looking to target people visiting the area and you do not want to rent cars to locals, you can “exclude” people who live in the area or nearby. The same goes for a car rental company that is looking to increase long term rentals, mainly to customers and companies in their area. You can easily “exclude” people who do not live in your area.

The best news of all is that once you have found your Facebook advertising “sweet spot”, you can save and reuse the same audience any time you’d like! If, as a fictional car rental company owner, you create a set of ads for visitors and another set of ads for locals, you can save each audience to use again and again. This allows you to target for maximum impact, and bring in existing and plenty of new customers over time.

As complicated as Facebook Ad Manager seems, it is really an incredible and useful tool once you get the hang of targeting for big impact. Of course, social media advertising combined with a solid web presence, local directory management, video production, and other services could seriously elevate your online marketing game. The OMG National team is happy to help you, just give us a call anytime!

By: Kristin Matheny


Social Media – Evolution of Social for Lead Generation

Social Media – Evolution of Social for Lead Generation

Several years ago, Facebook opened a brand-new frontier to the small business marketer. Facebook business pages became a new option for marketers to communicate content to users. In those early days, adding a business page and having a Facebook user “like” the page was powerful stuff. It meant that after the one “like”, any time the business added a new “post”, all “likers” received that post on their personal newsfeeds.

This gave companies a whole lot of power and the ability to communicate any message, quickly and for FREE!

Whether this was by design, a kind of freemium, or not, Zuckerberg and his team at Facebook, realized they were giving away this powerful ad opportunity. Soon thereafter, the Facebook Ad Manager opened and the advertisers flooded in. If you were an internet marketer during that time, you may remember that the early rap on Facebook ads was that they didn’t convert.

Rumor has it that Facebook saw this and began hiring new talent away from Google’s AdWords team. AdWords, the tried and true advertising medium had a big head start and thousands of success stories in every conceivable industry; Facebook wasn’t going to have egg on their Face. The plan worked and today, Facebook offers advertisers a seemingly new type of ad to run every week, for every kind of engagement required.

Carousel photo ads, video ads, page suggestion ads, post boosts, the list goes on and on. The revenue for their ads began to grow as business users figured out how to use the ad manager platform for maximizing results. One big reason is that Facebook has some unique data which even Google doesn’t consider within its ad display algorithm.

Let’s use an example from the real world… Cool Master Air Conditioning is a new air conditioning company in Coral Springs, Florida. They have a great service to offer, decades of experience, but are limited in their service area due to having a small fleet. They make the best margins on installations of new systems, as opposed to smaller dollar service calls for repairs. The HVAC business in South Florida is extraordinarily competitive with some very large players with huge ad budgets.


The Cool Master team knows the areas where it would like to “bundle” up its jobs, focused on a couple of cities, Davie, Plantation, Coral Springs, and Sunrise. Using a combination of well-designed ads offering new system discounts, new homeowner award dollars, or other promotions, they have been able to generate leads by “pushing” their ads to the homeowners who live in certain large subdivisions. The Ad Manager allows them to select demographics such as age, gender, economics, and other basic criteria, and then cross-reference those users with users who also “like” the Jacaranda Golf Club or who “follow” the Eagle Trace Homeowner’s Association.

The approach worked and is one part of how Cool Master is gaining ground and working more efficiently with customers who have the need and budget for these new system installations. Further, it hones the approach down to a selective number of areas keeping the jobs closer to one another and allowing for an economy of scale.

For this approach to be effective, the business owner does need to invest a little time up front with the internet marketing associate, helping them to establish a “buyer persona” and to understand the geographic considerations in that market. Once this “audience” has been created and refined, it is applied to the ads. At this point, the budget can be moved up or down depending on the needs of the company. A different set of ads will be working to grow Cool Master’s “like-base” for brand awareness and content engagement.

This strategy is one piece of the puzzle, for maximum results, we recommend combining it with things like local directory management, a solid web presence, strong collateral/sales materials, and video production. Consider these components when putting together your next marketing schedule, and if you’d ever like to discuss your marketing challenge or get a second opinion, just say OMG!

For OMG National, I’m Jesse Lubar, thanks for dropping in!