Social Media Ads

Purpose:

Learn how to craft engaging and compliant social media ads on Meta (Facebook and Instagram). By following these steps, we ensure our ads resonate with our audience, align with our brand, and adhere to Meta’s policies.

Policy:

Horizon Realty Advisors is committed to creating engaging and compliant social media ads on Meta to reach our target audience effectively. All ads must align with our brand guidelines and comply with Meta’s advertising policies and regulations.

Procedure:

Facebook Account Access:

• Use https://business.facebook.com/ to access your community’s Facebook page. There is no individual login for a property’s Facebook page. Pages are linked to personal accounts. For access, you need a personal Facebook account with two-factor authentication set up. Once this is complete, reach out to marketing@horizonra.com for access.
• If you do not have a personal Facebook account or do not want to link it with your community's Facebook page, reach out to marketing@horizonra.com to create the ad. Ad content must be submitted 72 hours of the ad start date with a minimum one-week run time. 

Ad Creation:

• Click Create Ad
• Choose a Goal
  • Clearly define the objectives of the Facebook ad campaign, such as increasing brand awareness, driving website traffic, or generating leads.
  • Recommended goals:
    • Get more website visitors
    • Boost an Instagram post or reel
• Create New Ad
  • Ad Creative
    • Develop compelling ad content that aligns with the campaign objectives and resonates with the target audience.
    • Craft concise and engaging ad copy that communicates the value proposition and includes a clear call-to-action (CTA).
  • Recommended ad creative
    • Use high-quality visuals, including images or videos, that are relevant to the message and capture attention.
    • Community lifestyle photos that represent property demographics. Images or videos with people are more engaging and perform better. Limit graphics or text overlay.
    • When boosting an Instagram post, the post must be ad ready. You are not able to edit the caption or image while boosting the post.
    • Description: Easy to read and maintains brand voice while appealing to target demographic.
    • Headline: Short and attention getting. There is a 25-character limit.
      • Headline and description examples:
        • Looking for housing?
          • Step into The Enclave where every detail is designed with you in mind. From spacious kitchens and private bathrooms to in-unit washers and dryers, we've got everything you need to make your student life comfortable and convenient. Join us and make your Aggie experience unforgettable.
        • FOMO ALERT
          • Tour today and discover why CWU students choose to escape the ordinary at The Verge. There’s only a few rooms left for Fall 2024!
        • Top Picks
          • At 303 Flats, enjoy the luxury of fully equipped kitchens, private bathrooms, and the convenience of your own washer and dryer. It's no wonder Vols choose us for their home away from home.
        • Don’t Miss Out
          • Campus Circle Gainesville is where your UF off-campus life gets upgraded. Enjoy 24-hour access to study lounges and a fitness center, ensuring you never miss a beat. Live like nowhere else.
        • MAJOR SAVINGS ALERT
          • Sign up now for your spot at Stadium Park and unlock exclusive savings on your lease. Enjoy high-end amenities, from our 24-hour fitness center to collaboration rooms, all while keeping your budget in check. The best in student living in Eugene at a fraction of the price.
    • Button label:
      • Learn More
    • Website URL:
      • Use website link from this document 
      • This allows tracking in Entrata and Google Analytics.
  • Special Ad Category
    • Toggle this setting on. This ensures compliance and prevents ad rejection.
  • Audience
    • Adjust city and mileage.
    • Unable to edit age and gender due to Special Ad Category.
    • Detailed target
      • Selecting interests to appeal to renters:
        • Apartment
        • Apartment Guide
        • Apartment List
        • Apartments.com
        • Renting
    • Selecting interests to appeal to students:
      • Higher education
      • Roommate
  • Schedule and duration
    • Adjust start and end date
    • Set daily budget with manager approval.
      • $2-$5 recommended starting point if it fits your budget.
    • Recommendation
      • Run ad for a minimum of one week and maximum of two weeks to keep ad fresh.
  • Placements
    • Select appropriate ad placements on Facebook, including News Feed, Stories, Messenger, and Audience Network, based on the campaign objectives and target audience.
    • To change placements
      • Uncheck Messenger and then uncheck Facebook
    • Recommendation
      • For student sites with ads targeted to students select Instagram only.
      • For ads appealing to students and parents, use preselected setting.
• Ad Compliance and Review:
  • Ensure that all ads comply with Facebook's advertising policies, including but not limited to, restrictions on prohibited content, targeting practices, and ad formats.
  • Review ad content for accuracy, relevance, and compliance with Horizon Realty Advisors' brand guidelines before publishing.
• Ad Performance
  • Regularly monitor the performance of Meta ads through Facebook and Entrata.
  • Track key performance metrics such as reach, engagement, click-through rate (CTR), and conversion rate to evaluate the effectiveness of the ad campaign.
  • Analyze performance data to identify areas for improvement and make data-driven decisions to optimize future campaigns.

For additional support, please reach out to marketing@horizonra.com.