In a previous article, we talked about four tips that will help you maximize your air conditioning advertising on Facebook. If you’ve already tried those out and you want to consider other ways to ramp up your HVAC ads on Facebook, then we got you covered. Below are four more tips that will help you make your air conditioning ads stand out on the platform.
Tip # 5: Run Your HVAC Ads Across Multiple Placements
On the Metaverse, the spots where you can run HVAC ads are called Placements. By putting your ads in multiple placements, you could potentially increase the number of people encountering them. The best part is, adding more placements will cost you $0.
Bear in mind that not all placements are available for every ad. To find the right placements for your ads, Facebook will take a look at certain factors, including ad type and settings. Moreover, Facebook groups placements based on how people experience your ads across multiple platforms. This allows people to have similar experiences when viewing your ads on Facebook, Messenger, and Instagram.
That being said, there are numerous placements available across the Metaverse’s platforms. The ones available on Facebook include:
- Facebook Feed. Your ads will appear on Facebook’s desktop Feed whenever people access their account from their computers. The ads will also appear on the mobile Feed whenever people access the social media network using their mobile devices, whether via Facebook’s app or the mobile device’s internet browser.
- Facebook Marketplace. You can place your ads on the homepage of Facebook’s Marketplace, allowing anyone browsing through it (both via computer or mobile device) to encounter it.
- Facebook Video Feeds. Your video ads will appear on the video-only environments on Facebook Watch and Facebook Feed, among the organic videos made by other Facebook users.
- Facebook Right Column. Your ads will appear in Facebook’s right column, where people browsing the social network via computer can constantly see it.
- Facebook Stories. Your ads will appear in Facebook’s Stories, among the other stories users made and posted.
- Facebook Reels. Your ads will appear in Facebook’s Reels tab, alongside the other reels users made and posted.
- Facebook In-Stream Videos. Your ads will appear in Facebook’s Video on Demand, as well as in a select group of approved partner live streams on the platform.
- Facebook Overlay Ads in Reels. Your ads will appear as stickers or banners on top of Facebook Reels.
- Facebook Search Results. Your ads will appear next to other Facebook and Marketplace search results that are relevant to your brand.
- Facebook Instant Articles. Your ads will appear in Instant Articles within Facebook’s mobile app.
Tip # 6: Perform A/B Tests to Pick the Best Facebook Ads
Also known as split testing, A/B testing is the process of inspecting two versions of a variable (in this case, your HVAC ads) and determining which between them can deliver the better results. It is important not only when making Facebook ads, but also when running HVAC SEO campaigns. Through it, you can change elements in your ads, including design, audience, and placements, allowing you to maximize results and improve future ad campaigns.
Luckily, you can perform an A/B test via Facebook easily enough. Thanks to their Ads Manager, you can start an A/B test, as well as use an existing campaign, ad set, or ad as a template for your test. This is especially helpful in case you want to test an ad while creating a new ad campaign.
Anyway, to create an A/B test, just follow these steps:
- Go to Ads Manager using the Ads Manager toolbar. This page lists all of the available ad campaigns in your ad account.
- Choose an existing campaign, ad set, or ad. Then click A/B Test in the toolbar.
- Then select either Make a copy of this ad or Pick another existing ad.
Making a Copy of Your HVAC Ads
In case you choose the Make a copy of this ad option, then proceed with the following steps:
- Pick which variable in your ad to change for the new version of your test. Then follow the on-screen instructions.
- Pick which Ad Set you want to copy.
- On the next screen, enter a name for your A/B test. Then choose how you’d like to determine a winner for the A/B test from the options on the screen. You can also add additional metrics in this part.
- Schedule the start and end date of your A/B test. Take note that these dates are different from the start and end date of the ad campaigns you’re using for the test. To make sure there is enough time for the test to produce reliable results, set these dates to cover the duration of your ad campaigns.
- Click on Click Duplicate Ad Set.
- Create a name for your Ad Set, and then follow the on screen instructions.
- After reviewing and editing all options, select Publish to begin your test.
Picking Another Existing HVAC Ads
On the other hand, if you chose the Pick another existing ad option, proceed with the following steps:
- Choose between comparing campaigns or ad sets, and then follow the on screen instructions.
- On the next screen, enter a name for your A/B test, then choose how you’d like to determine the winner for the test from the options on screen. You can also add additional metrics in this section.
- Schedule the start and end date of your test. Again, these dates are different from the start and end date of the ad campaigns you’re using for the test. To make sure there is enough time for the test to produce reliable results, set these dates to cover the duration of your ad campaigns.
- After reviewing and editing all options, select Publish Test to begin your test.
Tip # 7: Improve Performance Using Dynamic Creative
Through Dynamic Creative, Facebook offers you the ideal optimization tool to improve the performance of your HVAC ads. It’s especially great if you’re unsure which media or ad components best resonate with your target audience, since it lets you mix and match them to achieve the best results.
Moreover, it enables you to automatically create personalized creative variations of your ads. This allows you to provide unique experiences for every person viewing your ad. The best part is, the results are scalable.
On the flip side, though, you can’t use Dynamic Creative as a substitute for A/B testing. That’s because it will only let you view the aggregate performance of all your variations. So to maximize the performance of your ads, best use both.
Another downer about Dynamic Creative is that it only allows you to create up to 1,000 ads. Once you reach this limit, you’ll have to delete or archive some ads if you want to make new ones.
How to Make a Dynamic Creative Ad
As with running an A/B test, you can make your own Dynamic Creative ad through Facebook’s Ads Manager. All you have to do is follow these steps:
- Go to Ads Manager using the Ads Manager toolbar.
- Click on the + Create button.
- Choose from among these objectives, before clicking on Continue:
- Awareness
- Engagement
- Traffic
- App Promotions
- Leads or Sales
- Enter your Meta Advantage campaign budget information (if required). Then select Next to move to the Ad Set level.
- Click the toggle button in the Dynamic Creative section to activate it. Then click Continue.
- Set your ad campaign budget, target audience, and preferred placements. Then click Next to move to the Ad level.
- Select your preferred ad format in the Ad Setup section. Your options include:
- Single Image
- Video
- Carousel
- Add images and videos to your HVAC ad in the Ad Creative section. Bear in mind that you can only ad images if you chose the Carousel ad format
- Follow these steps when adding existing images or videos:
- Click Select Images or Select Videos.
- Search for your existing media or click + Upload to add the new media.
- Select the media you want to add, then click Continue. Bear in mind that you can only include up to 10 images and/or videos in your ad.
- Follow these steps if you want to create a new video using your images:
- Click Create Video.
- Choose your preferred template, and then follow the on-screen instructions.
- Once you’re done, click Create Video to add the new media to your ad.
- Enter the text you want to show in your HVAC ad in the Primary Text section. Then click on the + Add Another Option button to add up to 5 other options for your text.
- To ensure people go to your website after clicking on your ad, check the box that’s next to the Add a website URL section. Then complete these steps:
- Optional: Enter up to 5 text options each for your ad’s Headline and Description. Facebook will then show people combinations of these texts to determine which one that best resonates with them.
- Enter the URL you want people to go to in the Website URL section.
- Optional: Enter a shortened URL in the Display Link box in case you want to show a shortened link instead of the full website URL.
- Click the dropdown and choose up to 5 call-to-action buttons in the Call to Action section.
- Click on View More Variations to get a glimpse of the variations of your ad.
- Click Publish to run your ad.
Tip # 8: Choose Your Audience
Whether you want to reach everyone or just a few, Facebook will help you get your HVAC ads to the right people. To that end, they have three major tools to help you widen or narrow down your target audience.
Core Audiences
Through Core Audiences, you set your preferred rules regarding where your ads get delivered. It also allows you to broaden or narrow down your target audience based on the following criteria:
- Location. Core Audiences allows you to promote your HVAC brand in the cities, communities, and countries where you want to do business.
- Demographics. The tool lets you narrow down your audience based on age, gender, education, job title and other factors. It also lets you keep track of the people your ads are reaching, while Facebook simultaneously prevents you from accessing sensitive personally-identifiable information about them.
- Interests. It enables you to add the interests and hobbies of the people you want to reach with your fantastic HVAC ad, allowing you to reach out to more relevant people.
- Behavior. It helps your ads target your audience based on consumer behaviors like prior purchases and device usage.
- Connections. Core Audiences lets you include anyone connected to your Facebook Page or event in your campaigns, or exclude them to find new audiences.
Custom Audiences
Meanwhile, Custom Audiences allows you to reach out to people who already know your HVAC business to a degree. From loyal customers to people who visited your website, this tool will help you reach your target audience using the following:
- Contact Lists. Custom Audiences will collect your target audience’s contact information on Facebook from your CRM system or email lists. It will also gather contact information you previously collected from stores for online retargeting.
- Site Visitors. The tool will help you set up the Facebook Meta Pixel to your website so it can easily track the people visiting your site or taking certain actions there.
- App Users. It can even help you install the Facebook SDK on your apps, allowing you to create more relevant ads that drive people to take in-app actions like viewing an item, buying a product, etc.
Lookalike Audiences
Finally, Lookalike Audiences allows you to reach out to people who have similarities with your current customers. This tool offers a fast and effective way to connect with people who will most likely respond to your ad. Just create a source audience of people you know, and your ads will target anyone who has similar traits or interests.
Keep Optimizing your HVAC Ads on Facebook
With 2.936 billion monthly active users as recently as April 2022, Facebook is still a sizable market to promote your HVAC brand. So better create eye-catching HVAC ads there if you haven’t yet. And in case you need help on that, try the four tips listed above.
