This is your complete, step-by-step guide to mastering Facebook Ads with Brivity Marketer.

Who should be running Facebook Ads?

Everyone! We are in an information/advertising golden age, and Brivity Marketer allows you to deliver digital marketing material to your ideal audience at costs so low that we may never see them again!

Whether you want to amplify your Branding, Buyer Lead Generation, Seller Lead Generation, or anything else in between (e.g. investment buyer lists for wholesale properties!), digital marketing on Facebook & Instagram can help you achieve those goals.

Facebook Ads allows you to fill your database with leads at the fraction of the cost of almost any other marketing medium available today. With over 307 million users in the United States alone, there is no shortage of users in most demographics. And that user base is still growing every year thanks to Facebook's acquisition of Instagram.

Why you should be running Facebook Ads from Brivity Marketer

Brivity Marketer has completely streamlined and optimized the Ad Creation process. In as little as 90 seconds, you can go from ad creation to ad launch.

Here are a few of the benefits of running ads through Brivity Marketer:

  • Streamlined and simplified ad creation process

  • Automated location and interest-based targeting (done for you)

  • Customizable templates

  • You get to leverage Brivity’s Pixel Data which is becoming exponentially optimized for targeting and converting Facebook users into leads

  • Our average Cost Per Lead (CPL) is under $3! That means small budgets can still go a long way

  • You don’t need to set up any complicated settings or configurations in Facebook's Ad Manager

What Type Of Ads Run Through Brivity Marketer

We run Lead Gen Ads through Brivity Marketer.

"Lots of people want to hear from your business, but filling out forms can be difficult on mobile. Facebook lead ads makes the lead generation process easy. People can simply tap your ad and a form pops up—it’s already pre-populated with their Facebook contact information and ready to be sent directly to you. With just a few taps, they can get the information they want, and you generate a qualified lead for your business." – Facebook

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How To Connect Your Facebook Business Page

Before you create your first ad, you will be prompted to connect to your Facebook Business Page.

  • Start the creation process for any type of Ad.

  • Click 'Continue with Facebook'.

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  • Click 'Continue as [Your Name]'. (This is to allow Brivity Marketer to run ads from your Facebook Business Pages).

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  • Click 'Continue' to authenticate Brivity Marketer permissions.

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Congratulations, Brivity Marketer is now connected and ready to run ads!

Facebook Connection Troubleshooting

"It won’t let me run an ad - invalid permissions / not the owner"

  • Make sure you have FULL admin permissions on the Facebook Business Page. If your Business Page is connected to a Business Manager, you MUST also have full Admin permissions for that page inside your Business Manager (or whoever manages your Business Manager).

  • Try disconnecting Brivity Marketer Ads (displays as BR ADS) in Facebook > Settings > Business Integrations from your Facebook account, and then reconnecting your Facebook account.

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  • Check your Business Manager settings to ensure that you have permission to 'Create Ads' and 'Manage Page' for your Business Page.

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"I’m an Admin on my page, have full permissions and I still can’t run ads because it says I’m not the owner of the page still"

  • Sometimes the API malfunctions and doesn’t pull in the new/updated permissions, try re-establishing the connection by disconnecting Brivity Marketer Ads (displays as BR ADS) from Facebook’s Business Integrations and then reconnecting through Brivity Marketer.

"The website has an invalid URL when trying to run ads"

Types Of Digital Ads Available In Brivity Marketer

Brivity Marketer offers several different ad templates for targeting Buyers, Sellers and Custom Audiences.

Just Listed Ad - Buyer Leads

Just Listed ads may be created from Active Listings found in the Listings tab, or, you can create an ad from the Create Media tab and input an address from there. The listing must be on the MLS already.

  • Audience Targeting: Automatically generated from Birivity and Facebook’s AI who are most likely to be buyers.

  • Location Targeting: Automatically based on the city the listing is located in.

Just Listed Ad: Best Practice

  • Carousel (multiple photos) – Choose the 10 best "wow factor" photos from your MLS listing.

  • Short & sweet details – Don’t oversell your listing, give them a reason to get more information.

  • Lifestyle > Function/Features – How will it improve their quality of life or status?

Open House Ad - Buyer Leads

Open House Ads may be created from Active Listings found in the 'Listings' tab, or, you can create an ad from the 'Create Media' tab and input the address of any MLS listing from there.

  • Audience Targeting: Automatically generated from Birivity and Facebook’s AI who are most likely to be buyers.

  • Location Targeting: Automatically based on the city the listing is located in.

Open House Ad: Best Practice

  • Carousel (multiple photos) – Choose the 10 best "wow factor" photos from your MLS listing.

  • Short & sweet details – Don’t oversell your listing, give them a reason to get more information.

  • Lifestyle > Function/Features – How will it improve their quality of life or status?

Just Sold Ad - Seller Leads

Just Sold ads may be created from Pending Listings or Sold / Off-Market Listings found in the 'Listings' tab or you can create an ad from the 'Create Media' tab and input the address of any MLS listing from there.

  • Audience Targeting: Automatically generated from Birivity and Facebook’s Ai who are most likely to be sellers.

  • Location Targeting: Automatically based on the city the listing is located in.

Just Sold Ad: Best Practice

  • Carousel (multiple photos) – Choose the 10 best "wow factor" photos from your MLS listing.

  • Ad Copy – Geared towards "get info on sales data | home valuation | selling their own home | neighborhood pricing…"

Home Value Ad - Seller Leads

Home Valuation Ads may be created from the 'Create Media' tab. They are great for generating leads who are looking for home valuations and prospecting for people who may be interested in selling their homes.

  • Audience Targeting: Automatically generated from Brivity and Facebook’s AI targeting people who are most likely to be Sellers. We can use Zip/Postal Code targeting to narrow down our demographics if we understand which demographics live within certain neighborhoods.

  • Location Targeting: When you create the ad, you will be prompted to select either a city or Zip/Postal Code to target. Zip/Postal Codes are a great way to narrow down your location & demographics by targeting specific areas.

Home Value Ad: Best Practice

  • Custom Photo – Choose a photo that either best represents the context of the ad (i.e. getting a home valuation) or an action photo of you in front of a property or talking to clients. People buy from people, show them you're real.

  • Ad Copy: Geared towards getting a home valuation to stay up to date with the market and where it’s going. Knowledge and professional advice can go a long way in helping you plan when to sell your home.

Ready-Made Ad - Custom Audience Single Image Ad

Ready-Made ads may be created from the 'Create Media' tab. They are great for targeting specific locations or areas within a city by targeting specific Postal/Zip Codes and the demographics that live within them.

Ready-Made Ads come with 3 templates to choose from:

  • Recruiting

  • Branding

  • Searching

We also have the ability to target specific audiences & locations.

  • Audience Targeting: We currently have the option to target these different audiences

    • Real Estate

    • Real Estate Investing (targeting idea: landlords, flippers, investors)

    • Real Estate Development (targeting idea: consumers/investors interested in new builds)

    • Real Estate Appraisal (targeting idea: homeowners looking for appraisals)

    • Real Estate Economics (targeting idea: people looking for market reports)

    • Real Estate Investment Trust (targeting idea: high net worth individuals, people looking to passively invest in real estate)

    • Creative Real Estate Investing (targeting idea: entrepreneurs/business owners)

  • Location Targeting: When you create the ad you will be propmted to select either one or multiple cities or Postal/Zip Codes to target. Postal/Zip Codes are a great way to narrow down your location & demographics by targeting specific areas.

Ready-made Ad: Best Practice

  • Custom photo – Match your photo to the context of the ad

  • Simple language – 5th grade level of reading for the ad copy

  • Ad copy – keep it niche and speaking TO a specific audience, not AT them.

Buyer Search Ad - Buyer Leads

Buyer Search Ads may be created from the 'Create Media' tab and allow you to create a carousel of listings in a target city that fits within certain search criteria.

For example:

  • Location(s): Washington D.C.

  • Price: No Min - $500,000

  • Beds: 3 - No Max

  • Baths: 2 - No Max

These search settings would build you a carousel ad of up to 10 Listings in Washington D.C. between $0 - $500,000 with at least 3 beds and 2 baths. Leads generated from this ad will be automatically put on a Listing Alert based on your search criteria.

  • Audience Targeting: Automatically generated from Birivity and Facebook’s Ai who are most likely to be buyers.

  • Location Targeting: Automatically based on the city/cities the listings are located in.

Buyer Search Ad: Best Practice

Relevant copy – Keep your copy relevant to the context of the ad and what will happen once they become a lead. "Get a list of the latest listings in the city between $0-$500k refreshed every day!"

Carousel Ad - Custom Carousel

Carousel Ads may be created from the 'Create Media' tab and they allow you to build a curated carousel ad from hand-picked listings on the MLS. These ads are great for showcasing multiple listings or showcasing listings that have a specific feature that is highly desirable in your area.

Example:

  • Listings in Bellingham with a waterfront view

  • Listings with easy access to hiking trails/parks

  • ...the sky’s the limit!

  • Audience Targeting: Automatically generated from Birivity and Facebook’s Ai who are most likely to be buyers.

  • Location Targeting: Automatically based on the city the listing(s) is located in.

Carousel Ad: Best Practice

Relevant copy – Keep your copy relevant to the type of properties that are showcased in your carousel ad. Sell the lifestyle or features, not the house.

Facebook Ad Spend & Scheduling

At a minimum, we recommend spending at least $50 per ad (for example, 5 days at $10 per day), and here’s why:

  • The types of ads run through Brivity Marketer are Lead Generation Ads.

  • Lead Generation Ads tell Facebook’s AI to target individuals who are the most likely to see your ad and fill out their contact information to become a lead.

  • This is considered one of the most valuable types of targeting on Facebook, and that means Facebook has to both determine WHO sees your ad and WHEN to show it to them when they are the MOST LIKELY to convert and become a lead.

  • This is important to note because, with most other ad types, they are generally just simply showing users ads without a clear objective or are simply optimizing them to go to a website (without the goal of converting and becoming a lead).

  • Lead Conversion ads must go through what’s known as a Learning Phase. Put simply, the Learning Phase is necessary to help the delivery system best optimize ads.

  • Facebook Lead Ads typically will NOT leave the learning phase with an Ad Spend below $50 and Facebook will not have the opportunity to properly optimize your Ads and deliver them to the most ideal audience.

Ad Spend Best Practice

For best results, we recommend running ads with a minimum total ad spend of $100 to give Facebook the proper time to optimize your ads and lower your overall Cost Per Acquisition (CPA).

What is the User Experience?

When a Facebook user clicks the Learn More button, they will be:

  • Redirected to a lead form to submit their information

  • Once submitted, redirected to the listing on your website.

  • Brivity will sign them in, begin tracking their website activity and report it to your CRM

  • In the case of Just Listed, Open House and Buyer Search Ads, they will be automatically set up for a Listing Alert based on the price and location of the property in the ad they clicked on.

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