FACEBOOK ADS FOR INTERIOR DESIGNERS AND ARCHITECTURE FIRMS
THE "HOW-TO" GUIDE
By Fraxis Media
"But I don't think many people still use Facebook, do they?"
1) There are currently 2.85 billion active users on Facebook (2024).
2) In the USA, 72% of the population, or 239.6 million people, are Facebook users. In Canada, 76% of the population uses Facebook, with 29.1 million users out of 38.3 million people.
3) 77.1% of adults over the age of 24 in the USA and Canada see Facebook advertisements.
3) 77.1% of adults over the age of 24 in the USA and Canada see Facebook advertisements.
The Importance of Online Marketing
Online marketing is crucial for interior designers and Architects because it helps them reach a wider audience, build their brand, and engage with potential clients cost-effectively and directly.
That being said…
I understand it can be overwhelming to figure out the best approach, especially if you’re busy managing your projects.
I want to simplify things for you and help you see how successful your business can be…
If you’re open to listening.
This guide will dive into how your design business can create ads that generate local, high-quality leads for you to serve.
The world of online marketing
changes daily. Most information you’ll find is already outdated by the time you read it.
You can’t use the same advertising strategies for local businesses as e-commerce brands do. So, what’s the solution? The focus must shift from purely targeting strategies to strong creativity and managing algorithmic fatigue.
Getting Started
Besides good advertising and a sufficient budget, there’s one thing Facebook needs to function effectively:
PEOPLE…. LOTS OF THEM
Specifically, Facebook needs large enough audience sizes so its daily algorithm has enough “fuel” to keep on going. Small audiences burn out quickly and limit Facebook’s ability to find your prospects daily.
When it comes to your targeting…
Keeping it broad and using tested creative strategies is the best way to succeed in local advertising.
That’s a relief because creating effective ads is tough enough without adding unnecessary complications.
Targeting
Your main task is to truly understand the specific clients you’re targeting. Even though your ad will reach thousands of people, to achieve outstanding results, it should be crafted as if it’s meant for just 10-30 individuals.
Concentrate your time, focus, and effort on understanding who your target audience is and how to capture and retain their attention.
Yes, develop offers that align with their needs and desires. This is where simplicity and success start to play a key role in your business.
By focusing on specific individuals, identifying offers that resonate, and repeating the process until you meet your desired Key Performance Indicators (KPIs), you can achieve success.
Marketing Control is Everything
In advertising, a control consists of:
- A set of tested images that capture attention.
- A headline that consistently drives readers to learn more.
- Body copy that effectively communicates a benefit and piques curiosity.
- A reliable funnel or lead form that motivates action.
These elements are all built around the valuable offers you create.
Without marketing control, you’re essentially guessing with every new campaign.
Good marketers don’t guess.
Campaign Performance & Problem Solving
Even if you’ve built your campaigns using proven marketing controls, it doesn’t guarantee success will repeat itself effortlessly. Managing lead performance can be a full-time job, especially if you’re handling multiple accounts. This is particularly true if you’re not efficient at identifying problems and implementing changes before they escalate.
Let’s discuss how to evaluate performance and address campaign issues.
In simple terms, performance problems can be divided into two categories:
- Creative Fatigue: This kind of fatigue can affect images, videos, headlines, body copy, and offers. In most cases, this type of fatigue will occur over time, but it typically happens after the next type of fatigue.
- Algorithm Fatigue: Campaigns often experience an initial success phase when the algorithm is fresh and new, followed by a sharp decline as it becomes weighed down by “campaign baggage.” That’s just how it works.
The good news is that adjusting the algorithm takes much less time than creating new creative content. All you need to do is familiarize yourself with a few key campaign indicators.
Key Performance Indicators (KPIs)
1. Impressions – CPM Costs:
Your CPM metric reflects the direct cost charged by the platform to display your campaign 1,000 times.
CPM costs can vary based on several factors, including:
- Your budget
- Competition bidding for traffic in your target audience or location
- The quality of your ads
- The quality of your page or ad account
- The duration of your campaign
- Layers of targeting
High CPMs aren’t necessarily disastrous, but they can help establish trends.
If CPMs are decreasing, that’s a positive sign.
If they’re increasing, it’s important to investigate the reasons behind it.
2. Click-Through-Rate (CTR):
CTR is calculated by dividing the total number of clicks by 1,000 impressions and expressing it as a percentage.
For example, 10 clicks / 1,000 impressions = 1% CTR.
This metric shows how relevant your ads are to your target audience. If your CTR is below 1%, your ads may not be engaging enough to sustain a successful local campaign for long.
Ideally, you want your CTR to be at or above 1%. This is a key indicator of success and crucial for maintaining consistent performance.
The #1 culprit is almost always a tired algorithm, AKA Algorithm Fatigue.
If your campaign had a good CTR and then dropped after a few weeks, it likely needs a reboot.
Since your ads initially performed well, they probably still have potential. To revitalize your campaign, make “tweaks” at the Ad Set level to push it back into “learning” status:
- Adjust the targeting radius (expand or narrow by a mile)
- Modify the demographic (age/sex)
Regarding budget adjustments: While changing your budget excessively can reset the learning phase, a modest increase of about 10%-20% every three days can help maintain momentum and encourage continued success.
Addressing Creative Fatigue
If the suggested tweaks don’t resolve the issue, you may be facing Creative Fatigue.
This occurs when an ad has been running too long, is delivering impressions too aggressively, or similar offers are being used by competitors.
At this point, you’ll need to adjust the creative elements of your advertising while keeping the core offer intact. Here’s how you can refresh your creative:
- Update images or videos
- Change the headline
- Revise the body copy
These changes often help rejuvenate your campaign. However, eventually, every offer will reach a point where it stops delivering results, and you’ll need to develop a new one.
This involves creating fresh images, videos, headlines, and ad copy, as well as crafting a new offer proposition.
A Word from Myself
If you’ve made it this far in the guide, it shows that you’re committed to learning and adapting your practices for your interior design/Architecture business. It also indicates your openness to exploring new opportunities that could elevate your Firm.
If you’re interested in diving deeper into this topic but prefer to have it handled for you, I recommend booking a call through the link below.
Fraxis Media is a marketing agency that exclusively serves interior designers and architects. We understand the unique processes and systems required to attract more projects to your business. Our clients receive bespoke, tailored services designed specifically for their brand and needs.
Every designer and design is unique. I hope you found this guide useful and wish you continued success in your endeavors.
If You're Looking To Target This Massive Audience With Effective Ads, I Can Help! Let’s Create Campaigns That Convert.
Book A Call With Me Below And Let’s Get Started.
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