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Self Storage Advertising: Facebook Ads

November 2, 2018

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5 min

StoragePug is a modern marketing company for self storage.

Finding new tenants might seem like a daunting task for self storage owners and operators.

For many self storage facilities, platforms like Facebook Ads have been a great solution to acquiring new tenants. 

If you are looking to get started with Facebook Ads as part of your storage facility's marketing plan or are just curious how it works, then keep reading.

We are going to shed some light on what it takes to run a successfully campaign on Facebook. As well as the pros and cons that come with advertising on Facebook.

The Overview 

Facebook is a massive social media platform that reaches almost 2 billion people. But we are not looking to reach a large audience in self-storage.

Facebook ads can be used to reach a particular group of people that are most likely to rent from you, your target audience. You can tell Facebook exactly what type of people you want to see your ads and then cater your ads for your target audience.

These can include characteristics such as location, age, interests, purchasing habits, and many other behavioral patterns.

Facebook ads are great for the budget-conscious self-storage operator. You can test multiple variations of ads with different targeting, formats, images, and text with very little financial commitment.

There are easy-to-use advertisement options and easy-to-understand analytics regarding your ad performance. Facebook offers lots of documentation regarding your ads to gauge how effective they are at generating leads.

One downside to Facebook ads is that most people that are using Facebook are there for the social aspect, so your ad will need to stand out to gain the attention you want from the user. You will need to create interesting or creative ads that will catch your potential customers’ eye.

Let's dive into what it takes to build a Facebook campaign. 

Create a Facebook Page

You should already have a Facebook Business page in place but if you don't, create one and attach it to your storage facility.

This page will be your “home” page on Facebook. Make sure you go through every section and fill out all the correct information you can about your storage facility.

You should use your Facebook page for all types of content about your facility. People care about that information, and it will drive traffic to your website. Facebook is also a great place to get customer feedback and reviews.

Create an Ad Campaign

Facebook Ads offers different ad campaign formats depending on what your goals are.

Facebook walks you through the steps of creation for each of these ad campaigns to determine the best structure for achieving your goals.

Some of the campaign formats to consider are below:

  • Reach campaign
  • Website Traffic
  • Conversion
  • Lead Generation

These are just a few, but each of these options has its advantages depending on how you plan to engage the user. 

Create Ad Sets

An ad set is a child of a campaign. You can have multiple ad sets living under one campaign.

It's best practice to distinguish ad sets by targeting different audiences. You can target Facebook users based on age, location, behavioral patterns, and interest. You can test different variations of an audience to see which ad set ( audience targeting ) performs the best.

For instance, you might target people who are "military personnel stationed abroad" in one ad set and "out of state college students" in another. The possibilities are endless.

The key is to find creative ways to layer different interest, locations, ages, and behavioral data to create high performing audiences that fit your target audience or buyer persona.

Perhaps the most powerful tool when it comes to targeting, especially in self storage, is re-targeting. Re-targeting allows you to track a user that engages with your website or facebook page.

You can create a "custom audience" that only targets these users. So when someone leaves your website, without making a rental or reservation, Facebook will show them your ad next time they are on Facebook.

Using tools like retargeting allows to you narrow your target audience to only users who have already shown an interest in your facility.

Create an Ad

After you have your audience ironed out, it's time to get to the good stuff, building the ad. When creating an ad, it's important to keep a few things in mind:

  • A well organized visually appealing image or video
  • text conveying a clear, concise message
  • An appropriate call-to-action

Facebook allows you to have a few different ad formats. Statistically, video ads perform best, but it's good to test other formats as well.

Other formats include a single image, carousel, GIF, and product listing. You can find more information about different ad formats and structure here.

You can also link these ads to Instagram if you have an Instagram Business Page.

Measure

This is the most crucial step because you can see in real time how effective your advertisement is. In order to track the performance of your campaigns, it's essential to have the Facebook tracking pixel on your page.

The Facebook pixel is a small piece of code your web developer installs on your webpage to allow Facebook to track all user engagement. Facebook Analytics will then give you the tools you need to see how effective your ad is.

Using this information, you can tweak and customize your ad to make sure it reaches the maximum amount of people for the least amount of money.

Tracking and analyzing your ads results is often the most overlooked step in creating and maintaining an ad campaign.

Without looking at the results of the ads you are essentially playing darts in the dark.

It is essential to analyze the results, learn from them, and make changes based on the results

The Take-Away

We covered how easy Facebook ads are to set up and how cheap they can be. It is as complicated and in-depth as you want to make it.

At StoragePug, the more tools you take advantage of, along with time spent planning, the more successful you will be on the Facebook Ad platform.

With that in mind, a cheap, effective, and easy way to start is with a simple re-targeting campaign. This way you only spend money on qualified leads and avoid wasted ad spend. You can get a more in-depth look at re-targeting campaigns here.  

It is also important to remember Facebook is an interruptive marketing channel, meaning people are not searching for you when they see your ad. You are interrupting their social browsing by advertising to them.

This is not always bad; It just needs to be done right. The best way to do this is to make sure that what you're advertising is relevant and helpful to your target audience.

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