How Facebook advertising works in Real Estate

By
Real Estate Broker/Owner with WebTech Dezine, Gabrielle Jeans Real Estate Coach

The 0.1% Rule

facebook advertising real estateThere are two ways you can pay for ads on Facebook: pay per click or pay per thousand ad impressions.  Pay per click is paying a fixed rate you agree to with Facebook when you create each ad and you pay it every time someone clicks your ad.  Often you’ll pay less than your bid for a click, depending on the competition with other ads and their click bids that also seek your target prospects when your ad is clicked. 

An ad impression is your ad appearing once on one of your target prospect’s screens.  If you run ad campaigns for a few days with either payment method Facebook keeps track of your Click Through Rate (CTR) regardless of what payment method you use.

If you find over time your Click Through Rate is 0.1% then that means for every 1000 times your ad appears one person has clicked it once on average.  So if you had paid 50 cents per click it would have cost the same as paying 50 cents for 1000 impressions.  So the amount you pay per click when you have a 0.1% average Click Through Rate is the same as what you’d pay for 1000 impressions. 

Now let’s say your Click Through Rate is 0.2%.  That means you got 2 clicks on average for every 1000 times your ad appeared on screens.  If you had paid 50 cents per click you would have paid $1, whereas if you’d paid 50 cents per thousand impressions then you’d have only paid 50 cents.  So with a 0.2% average Click Through Rate it would be cheaper to pay per thousand impressions than paying per click.

But say your Click Through Rate was 0.05%.  That means you got 1 click for every 2000 impressions on average.  If you had paid 50 cents per click you would have paid 50 cents for this campaign, whereas if you’d paid 50 cents per thousand impressions then you’d have paid $1 for this campaign.  So with a 0.05% average Click Through Rate it would be cheaper to pay per click than paying per thousand impressions.

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Rainmaker
1,805,843
Andrew Mooers
MOOERS REALTY - Houlton, ME
Northern Maine Real Estate-Aroostook County Broker

Sponsored searches, ppc.... whoa. Organic content you create every day for the bots and spiders to feast on. Do the weed and feed and make your own way to the top with lots of rich helpful content, imagery, video. Videos can increase your chances of making the front page index with a bleneded seach 50 times. That is where the rolled up sleeve, fire in your belly creative passion to stand out should be going, channeled.

Jun 30, 2011 03:05 AM #1
Rainer
61,855
Dennis Puckett
Adams,Cameron & Co. - Deland, FL

Good thing about numbers is they never lie. Thank you for the information. It will be very helpful.

Jun 30, 2011 03:05 AM #2
Rainer
137,693
Gabrielle Jeans
WebTech Dezine, Gabrielle Jeans Real Estate Coach - Toronto, ON
Real Estate Web Solution, Real Estate Trainer and Coach

Hi Andrew, Organic content is definately powerful but a combination of organic content and paid ads would boost your ranking faster.

 

Hi Dennis, You are welcome. Glad you enjoyed reading.

 

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Jun 30, 2011 03:35 AM #3
Ambassador
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Mike Jones
SUNSTREET MORTGAGE, LLC (BK-0907366, NMLS 145171) - Tucson, AZ
Mike Jones NMLS 223495

Gabrielle,

I hadn't thought of advertising on Facebook.  Having read your post, I'll give it a go.

Mike in Tucson

Sep 16, 2011 12:02 AM #4
Rainer
79,569
Arpad Racz
Altas Realty - Cupertino, CA
408-371-8288 - www.aracz.com - Cupertino and Bay A

Thank you for the useful information Gabrielle. It is interesting when compared with other forms of advertising. I wonder how Facebook compares to the 1-2% lead rate for postcards?

 

All the best,

 

Arpad

Jan 25, 2012 10:54 AM #5
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