-Lead generation ads on Facebook for B2C and B2B companies, mostly real estate

-For real estate, we target OFWs

-But also do hyperlocal
-We use Conversions objective and not Lead Ads
-Because we have a funnel in place and metrics for Lead Ads are very limited, al
so isolated on the Page
-Also to complement the ads is the conversion-driven landing page we direct them
to
-We ve tested out just about everything (Facebook Ad Objectives, Ad creative, Landin
g page look and feel)
-Found out what s best through A/B Testing
-Use Case: Real Estate - Ad images with family on the foreground and property on
the background work better than just using the property image per se
-Adding a CTA that emotionally entices the audience - like we re talking to them (Re
tire in a Cebu house for you and your family, Are you an Overseas Filipino in US
?)
-Be consistent with messaging - From Ad text to Ad Headline to Link Description
- must bear same message as the CTA
-Ad-Landing Page congruency - Ad image and headline should be repeatedly visible
on the landing page
-Newsfeed is the way to go (both mobile and desktop)
-And of course, research about your audience - Audience Insights is a great tool
.
-Biggest challenge is competing with other advertisers on high-end countries
-Another is real estate - lacks collaterals and is a very niche segment of the m
arket - as compared to advertising a new phone or like a promo for a store
-Facebook ads on newsfeed are so native, they don t click on the ads but instead, co
mment on it or message the page.
-Digital Marketer, Kissmetrics, and of course, Facebook for Business