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Facebook Advertising: What You Need to Know

Written by: Jeanne Dotson Posted: 10/17/2016
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When self storage business owners and operators contemplate beginning a Pay-Per-Click (PPC) Advertising Campaign, many immediately consider Google AdWords. However, Facebook Ads is another option that should be examined. Facebook Advertising offers a variety of targeting options that will show your ads to a defined audience in your local market who are interested in self storage. Facebook campaigns can be very effective and the average cost-per-click tends to be lower than those in Google AdWords. Having a campaign run in Facebook is also a great way to target mobile users as more than half of the people who access Facebook do so from a mobile device (56.5%). Additionally, despite what most people think, your ads can point to your website and not just your Facebook page.

Facebook Ads Targeting Options:

Location
Facebook Ads have the same location targeting capabilities that Google AdWords offers. As you know, local targeting is very important to reach your target market in the self storage industry. Facebook Ads feature location targeting by:  

  • Address
  • Radius
  • City
  • County
  • Zip Code
  • Region
  • State
  • Country

Life Events / Behavior
The targeting that sets Facebook Ads apart from Google AdWords is based on life events and user behavior. To demonstrate how this can help a self storage business, here are some ways you can target ads in Facebook:

  • Interests: moving and storage
  • Education: starting college
  • Work: recently relocated
  • Behaviors: new mover
  • Demographic: renters
  • Life event: recently divorced

Lookalike Audience
You can also create a lookalike audience in Google. The process includes uploading the email addresses of your current clients allowing Facebook to create an audience that shares the demographics and traits of your current clients. This is a great way to identify potential new tenants.

If you are considering running a Pay-Per-Click (PPC) campaign for your facility, you may want to do so via Facebook due to the unique targeting capabilities that work well for the self storage industry.

About Jeanne Dotson
Jeanne Dotson is the Director of Internet Marketing Strategy at The Storage Group. The Storage Group has over 60 years of combined self storage industry experience and a team of Internet marketing professionals who specialize in website design, online marketing, DynamicListings™ and website management services. The Storage Group was the first in the self storage industry to create an online rental tool known as ClickandStor®.

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