Director of Media & Marketing for Good To Go Media
Today, having a church Facebook page is the norm. But beyond serving as an internal family slideshow, how is it helping you reach the people of your geographic community?
Enter Facebook Ads. With over 2 billion monthly active users worldwide, Facebook is so widely used and contains so much detailed demographic info, you have the benefit of accessing the most extensive marketing database in the world.
Have a community event coming up? Have an engaging short video? Want to network with other organizations in your town and cross-promote events or resources? Facebook Ads can connect your church to the right people at the right time, and create real relationships.
Starting an ad campaign might sound complicated or daunting, but it really boils down to one major question. And unfortunately I’ve seen a lot of leaders who are so excited to start a campaign, they rush into it and see no results because they skipped the question:
What is my objective?
You shouldn’t be putting funds on the line until you’ve determined your objective.
One reason this is so important is that Facebook will automatically optimize your ad to be shown to people who are most likely to respond to that objective. It’s a wonderful system to use because as long as your audience is large enough you can count on your objective being reached.
There are currently 12 objectives you can choose:
Which objective jumps out for your church? As you can imagine, defining your objective dials your ad down to a very focused purpose. It also directs how you create your visuals and “copy” (fancy advertising term for “words”). And with a clear objective, your path laid out for the rest of the campaign components.
“But Dustin, we don’t have any money for this kind of intangible experiment!” And yes, maybe your church has absolutely no budget for much of anything, which I get. However, I also see many churches spending thousands of dollars on outdated evangelistic methods that yield poor results. So what if you allocate a portion of your evangelism budget to a Facebook campaign and take advantage of a method proven to reach the exact people who are likely to respond? I challenge you to give it a try!
There is so much more to discuss when it comes to a great ad, but hopefully this gives you an overview to get you started. Make sure to check out Facebook Blueprint to learn more about the power in Facebook Ads.
Check out the free #DigitalEvangelism course on how to run a social media campaign.
Download our free step-by-step course on placing Facebook ads.