Hopefully by now your church has a Facebook Page. Hopefully by now your church is posting to it regularly.
Rather than spend this post arguing whether you should or should not advertise on Facebook I will leave you with one number. 699 million. That’s the monthly active number of Facebook users. You may say that the people in your church don’t use Facebook, but there are people around you who don’t go to your church, they know nothing about your church and they use Facebook. I believe some of those people feel some need to go to church on Easter, so let’s get them connected to you and eventually in your door.
How to Run a Facebook Ad:
1. Make a Facebook Page for your church and post to it weekly. Hopefully you have already done this. Make sure you get as many people to like your Page from your church as possible.
2. Go to https://www.facebook.com/ads/create/ . Personally, I like advertising your Facebook Page and not posts or your website. This way when people click on your ad they go to your Facebook page. If they see an active alive place, then they will “like” it and become connected to your church. Later, when you post pictures and activities they are likely to see it.
Because people will be taken directly to your page, it’s important to have your Easter service times posted prominently to your page. When you hover over any post on your page you will notice that you can “pin to top.” This will let visitor see your service times and special events or plans as soon as they get there.
3. Select the page you want to advertise. Next you will see a screen asking you to upload images that are 600×225. Here is one for you. There are more at the bottom of the post. (Use all you want just comment and tell me on this post if you use them.)
4. Add text to your photos. You will notice the headline of your Ad is the name of your Page. You can now add text to the ad of up to 90 characters. You can now see a preview that looks something like this. Notice if you upload multiple images then they will change for your viewer, but the text will stay the same.
5. Now pick who you are targeting with this ad. I like to pick the circled areas below. Here I have said I want people who live in Maumelle who are over 18 and are not connected already to the page to see this.
Play Facebook Family Fued. You see a field labeled “interests”. This is my favorite part of running ads. Just like in Family Feud ask this question, “People who like my church also like________.” Fill the interest field with what goes in that blank. You will then see your potential reach rise or lower.
Here you can use Facebook’s data on it’s users to target your ad to people who like things that people who might want to go to your church like. Examples for Episcopalians who I have worked with: Episcopal Church, NPR, Downton Abbey, Democratic Party.
I am sure you can think of more, but be creative and honest. Sure people might like the Bible and Jesus, but they are probably more likely to like certain television shows, political parties, action groups or books on Facebook. Think of big things that a lot of people like.
6. Now you have to set your budget. All of this is changeable, and you might find a way that works better for you, but this is how I pay for these.
I am a bit conservative so I like to choose a “Lifetime Budget”. I also like to “Bid for Clicks” and I like to manually set my bid price. (See the red circles below to set these settings.) 4/17/2014 EDIT: I was getting as many clicks as I liked so I switched it to Automatically optimize to get more clicks. This charges you a higher variable per click, but after changing that I started getting more clicks. On average I am paying 80 cents per click)
With these settings I know that once my budget runs out Facebook will pull the ad. This also lets me know that I am only charged for the people who click on my ad.
Here are the other images for ads free of charge. Just right click on them and save them to your computer to use them. If you use them, tell me in the comments. I just like to know where they are.