If you’re looking for new ways to generate insurance leads online, you might have considered trying to use paid Facebook ads. PPC (pay per click) ads through Facebook and other platforms can be a great marketing tactic for independent insurance agents, but getting started with Facebook ads can seem complicated at first. We’re here with some Facebook ads basics to help you get started.
Basic Facebook Ads Terms You Need to Know
Understanding the data can be the difference between making paid Facebook ads work for you and wasting your money.
- Facebook Pixel: The pixel is a unique tracking code associated with your ad account. This code is installed on your website and is used to track user activity.
- Conversions: Once your pixel is installed, you’ll need to specify what counts as a lead conversion. This could be something like filling out a form, for example.
- CTR: Click-through rate. This is the percentage of people who clicked an ad out of the number of people who saw it.
- CPC: Cost per click. The average amount you are paying per ad click.
- CPA: Cost per acquisition. This is the cost per lead completion.
- RoAS: Return on Ad Spend. When setting up conversions, you can specify a dollar value to that lead. Your RoAS refers to how much return you are getting per dollar spent on your paid ads.
How to Get Started with Facebook Ads
Create a Facebook Business Page: If you haven’t done so already, create a business page on Facebook. You must have a personal account in order to create a business page.
Create a Facebook Ads Account. Go to Facebook Business Manager to get started. You will be asked to include payment info.
Install your Facebook pixel if you have a website. This can be done by your web developer.
Set up your first ads using the Facebook ads manager!
Is Boosting Posts Worth It?
Once you start posting on your Facebook business page, you’ll see an option to boost certain posts you create. This is a simplified version of creating an ad through ads manager. Boosts are designed to give your posts a “boost” by allowing you to target new people based on interests and demographics.
Boosting can be a great way to increase your reach and brand awareness, it’s also very limited. The ads manager provides more in-depth data, such as your return on ad spend, and allows you to customize and fine-tune your ads on every level, from content to targeting. Using the ads manager is a great option if you want more control over your ads, who sees them, and what they contain while boosting might be for you if you’re just looking for a quick way to get more visibility for your posts.
Using Facebook Ads for Your Insurance Business
Paid ads can be a great avenue for independent insurance agents who want to generate more leads online. For more ideas, check out 3 Ways to Generate Leads Online.