December 13, 2017
Hassan Riggs

The ABCs of Facebook Advertising

Facebook is the most powerful marketing and advertising platform in the world. Here are the basics to get started.

The Facebook advertising platform is broken into three main sections: the Campaign, Ad Set, and Ad.


The Campaign is your highest level, you can have multiple Ad Sets per Campaign and each Ad Set can have multiple Ads.

This is also where you choose your marketing objective. Your marketing objective is what you want people to do when they see your ads. Your objective needs to align with your goals:

  • Awareness objectives generate interest for brand. 
  • Consideration objectives get people to start thinking about your brand and look for more information about them.
  • Conversion objectives encourage people interested in your brand to work with you.

Listen, you need specific attitudes, skills, behaviors, and knowledge to be a high-performing agent.

Ad Set

The Ad Set is where you can separate yourself from other real estate agents and dominate your market.

This is where you select your Facebook targeting variables, including the location, income, age, gender and interest of the buyers and sellers most likely to become your clients. This is also where you can select your Website Custom Audience (more on that in a little bit).


The Ad is what the Facebook lead sees on their desktop or mobile device. This is where you write your copy, and choose your property images or videos to show Facebook leads.

Let’s review definitions and descriptions of common ad terms.

Custom Audience

A Custom Audience is a group of people who has engaged with your brand in someway. They aren’t cold leads!

They’ve visited your website or Facebook page. You met them at an open house or networking event. You’ve logged their name into your CRM. You can create a Custom Audience from darn near everything, and it’s super powerful. 

For example, you can create a Custom Audience of everyone who has viewed your landing page, but not your property page. That’s called a Website Custom Audience (WCA). You can find it by clicking the Website Traffic link.

You can create a Custom Audience of anyone who has opened or completed your Lead form on Facebook or Instagram. Or people who have watched a certain percentage of your video.

Then, if you really want to have some fun and get more leads, you can later retarget those people who watched your video and are interested in the property but never gave you their contact information. They will convert at a higher rate, and be more likely to become clients because they already know who you are.

To navigate to your Custom Audience, click All Tools under the Hamburger Stack in the upper left hand corner of Business Manager profile.


Then click Audiences, in the Assets column.


After you click Audiences, you’ll be taken the Audiences home page. Just click Custom Audience to get started.

Lookalike Audience

A Lookalike Audience a group of people who are similar to your existing audience. This is by far, the most powerful targeting tool Facebook has to offer. I’ve been in sales and marketing for a long time, and I can tell you with certainty that it’s much easier to sell to existing clients than new leads.

Imagine if you could find Facebook leads who are similar to your existing clients. People around the same age who have similar interest, buying habits, needs, wants and expectations.

Well, that’s what you can do with a Lookalike Audience. You can make this audience as narrow or broad as you'd like. Simply adjust the Audience Size scale, which scrolls from 0 to 10. The smaller the number, the more similar the new audience will be to your existing clients.


Facebook has a boatload of data on over 1 billion people. It has partnered with dozens of data providers to find Facebook users who have a similar demographic and psychographic profile to your existing clients.

But if you’re brand new to real estate and you don’t have any clients yet, then Facebook can create a Lookalike Audience using a Custom Audience or with people who have liked your Facebook page.

 You can navigate to a Lookalike Audience with the same steps you take to find a Custom Audience. I showed you how earlier.

Facebook Pixel

The Facebook Pixel is your secret weapon. It’s the magic sauce that makes life worth it. It’s a piece of code for your website that lets you measure, optimize and build audiences for your Facebook Campaigns.

You need to install your Facebook Pixel before you can create a Custom Audience or Lookalike Audience.

The Facebook Pixel lets you know what Facebook leads visited your website, including your landing page, property page, and Contact Us page.

You can then do some cool ninja marketing tricks:

  • Measure conversions, like sign ups to your Ultimate Home Buying Guide or Real Estate Market Report, and get rich insights about the Facebook users who visit your website.
  • Automatically build Custom Audiences of recent website visitors (landing page, property page) and create Lookalike Audiences.
  • Remarket to everyone who visited your site, viewed an important page, or took a specific action.

To navigate to your Pixel, click All Tools under the Hamburger Stack in the upper left hand corner of Business Manager profile. 

Then click Pixels below the Events Manager header in the Measure and Report column.


You’ll be taken to a page that allows you to create a Facebook Pixel. It looks like this.


Then simply follow the steps to install your Pixel code. The Pixel code is easy to install, but you will need access to the custom code section of your website.


There is a lot to learn with Facebook marketing, but these basics will get you started down the right path.

Hassan Riggs
Hassan is the CEO and Co-founder of Smart Alto

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