Advertising on Facebook allows you to get incredibly specific with your targeting, but most people don’t know how to find the right audience. They’ll either just target by an age and area, or worse yet – just click “Boost Post”. But, there is a cheaper and easier way to drive soon-to-be brides to your site. I’ll walk you through setting up your campaign, writing your ad, and selecting your target.
You don’t need a huge budget to start this either, I’d suggest setting aside $100 to tests out some of the actions below in $10-$20 increments. I’ve attached pictures of the process to make it easier to follow, though if you’re reading this somewhat in the future the Power Editor Panel from Facebook make look a bit different.
Running Your Ad in 10 Easy Steps
#1. Open up your Facebook drop down, and select “Manage Ads”. If you haven’t run any ads before, it may ask you to enter card details to charge you for the ads once they’re set up and you click “Place Order. You will not get charged until you click “Place Order”, so you can set up the ad now and just save it if you don’t want to run it right away. You must have a Facebook page setup to run ads.
#2. Click on the green “Create Ad” button in the top right corner of your screen. (Image here if you can’t find it)
#3. In the consideration column, click traffic.
#4. For weddings, I try and target women aged 22-32 in my area. They seem to be the ones who get in contact about photography the most, and while some men do – it’s better not to waste money on people who only make a small percentage of your target market. I set up a 25 mile radius around my city (if you live in a rural area, this may need to be larger) and set it to “People Who Live in This Location”. If you don’t set this, people travelling and just visiting will also see your ad.
#5. In the box where you ad your demographics and interests, add the following: “Newly Engaged (3 Months)”, “Newly Engaged (6 Months)”, “Engaged”. This is a big one to test. Depending on your price point, you may also want to add a minimum income level. Try and run a campaign with all three of these targeting options, just one (try all three alone), or combinations of two. This is where Facebook will get an idea of who your audience is, so spend extra time making sure you’re optimized. (View an image of the filled in box here)
#6. This is another area where you can test, by editing where your ad is placed. Try it at first with all of them enabled, and play around every time you run a campaign (for around ~$10) by setting different options.
Important: When testing, only change one factor at a time so you know where your change in traffic comes from.
#7. Set your budget, and your start and end dates. If you’re just testing, set it to around 2 days and $10. Make sure you set Lifetime Budget and not Daily Budget. Under Advanced Options, you can also test the time of day your ads run. (View an image of it here)
#8. This is where you’ll create your actual ad. Select a single image ad type and add your images. You can test this out as well, by trying and seeing which images resonate best with your target audience.
#9. Set your accounts for Facebook and Instagram, and write a good headline and text. A good formula for the headline is “[Location] Wedding Photography | [Company Name]”. Your description is going to be your biggest value prop. When we worked with Jenna Therese Photography, her messaging was “Joyful. Elegant. Timeless.” and that converted well. You’ll have to find what your key differentiators are between you and your competition, and call them out in your ads.
#10. Lastly, set up a retargeting pixel on your site if you haven’t done so yet. You can find a guide on that here. This’ll help you show ads to people in the future that looked at your site but may not have been ready to contact you yet. By repeatedly exposing them to your brand, you’re going to build their trust and people will always buy from people they like and trust – especially with such an important decision like this. From here, all you’ve got to do is hit “Place Order” and your ads will start showing!
If you have any questions, or found things that work for you when targeting and testing that I didn’t mention leave a comment below!