We’ll make this short. The secret to your successful Facebook ads is your website - and in more ways than one. Let us explain.

Here at BD, we’ve been making websites for the better part of 15 years. We’ve seen the gradual switch from analog to digital marketing play out over that time. We like to leverage our 430 homebuilder websites to create as much data as we can and then try to analyze that data to better understand user behavior. A lot has changed on the Facebook platform in the last few years. But with change comes new innovations - and it’s never been easier to integrate your online presence with your social media advertising. Here’s how to do it.

Look and Feel

This may seem like a no-brainer, but putting an extra few hours towards your creative can really boost the average session duration and pages per session. We like to leverage our website user experience into Collection Ads. Collection Ads act as a miniature landing page where users and digest content. They also allow users to navigate to different pages on your website.

Choose the Right Objective

There are quite a few objectives you can optimize for on Facebook. Some of the most popular ones are traffic, reach, and conversions. We generally optimize all of our ads for conversions, but there are other times where we’d want to focus on driving more traffic to a page or reaching as many people as possible to spread a certain message. Getting the right objective is important. Facebook will treat your campaign differently based on your choice here.

Track Everything

The Facebook Pixel is a powerful tool. It allows you to track user behavior on your website and build ads to reflect your strategy. Events are at the heart of the Pixel. Just about anything you want to track, it can track. Making sure your Pixel is set up on your website correctly is crucial and enables you to report on the success of your paid social strategy.

Add Sources to Your CRM

Does your CRM allow you to customize where your leads come from? If so, make sure all of your Facebook leads are marked as coming from Facebook in your CRM. That way you can attach return on ad spend (ROAS) to your Facebook Ads! Sometimes this requires special coding on website forms, so be aware of that.

Getting good and seeing results from Facebook can be challenging. Homebulders face a complicated world of advertising, but you don’t have to go through it alone - we’re here to help. Schedule a free one-on-one and we’ll explore all of the ways to leverage your message with your audience.

Sometimes we get a little technical, so if you see a word or phrase you haven’t seen before, here’s what they mean:

Session:  A session is an individual occurrence of someone visiting your website. Sessions are made up of page views.

Session duration: Session duration is the amount of time a user was on the website in minutes and seconds during a single visit. 

Page Views: Every time a user lands on an individual page on your website.

Pages per session: The number of pages a user sees during a session.

Conversions: A user inquiring about a new home or product. An exchange of information is required.