Tips to Maximize Your Air Conditioning Advertising on Facebook

Air Conditioning Advertising

As one of the most popular social media platforms in the world, Facebook is a great place for any business to find new customers and build an online presence. So if you’re running an HVAC company and you want to enjoy more traffic and sales, you would do well to include Facebook-friendly air conditioning advertising in your overall HVAC marketing strategy.

If this is your first time making and implementing advertisements, let alone Facebook ads, we got you covered! Below is a series of four tips that will help you increase the effectiveness of your HVAC and air conditioning advertising. Buckle up and let’s go!

Tip # 1: Try Facebook Instant Experiences

Formerly known as Canvas, Instant Experience is among the Facebook ad formats you can try out while making air conditioning advertising. Basically, it’s an ad that loads and occupies a mobile device’s entire screen once a user taps on it. As Facebook put it, it offers “a full-screen ad experience built for bringing brands and products to life on mobile.”

Through Instant Experience, you can catch the attention of your audience more effectively, showcase your products or services, and tell your brand’s story. Plus, it’s very flexible; from engaging video ads to product catalogs, you can use any medium to promote your HVAC business. 

Now there are two ways to create an Instant Experience: either you make one using one of Facebook’s pre-designed templates, or you make a customized one.

Creating Instant Experiences Using a Template

If you prefer the first option, there here are the steps you need to take:

  1. Go to Facebook’s Ads Manager.
  2. Click on the + Create button.
  3. Choose an objective that supports Instant Experiences, then click Continue.
  4. Add your campaign details, then click Next. You can include A/B test and campaign budget optimization information if needed.
  5. Choose your budget, audience, placements, and optimization, then click Next.
  6. Choose your Facebook Page in the Identity section. You can also attach your Instagram account if needed.
  7. In the Ad Format section, select your preferred format. Options include Single Image or Video, Carousel, or Collection. If you can’t select any ad format, that means your campaign objective might not be compatible with any of them.
  8. Check the box for Add an Instant Experience. You can skip this step if you selected the Collection ad format.
  9. Click Choose a Template, then pick your preferred template from any of the available options.
  10. Edit your Instant Experience. This step will depend on the template you chose.
  11. Once you’re done, click the Done button. Your Instant Experience will then be included in your ad. If you want to remove an Instant Experience from your ad, simply click the Remove button found in the Fullscreen Mobile Experience section.
  12. Upload your media and enter your ad text in the Ad Creative section.
  13. Enter any additional information in the Tracking section if needed.
  14. Click Publish to publish your ad.

Creating Customized Instant Experiences

In case you’ve decided to go with the second option, here are the steps you need to take:

  1. Go to Ads Manager to create your ad or open an existing one you previously made.
  2. Go to the Ad Setup section, then check the box next to Add an Instant Experience.
  3. Click on the Search for an existing Instant Experience button.
  4. Choose the finished custom Instant Experience you want to customize.
  5. Click on the Preview button.
  6. Click on the Duplicate button in the top-right corner.
  7. Edit the duplicated version of the Instant Experience. You can select and arrange your components, rename your components, or rename your Instant Experience if you like.
  8. Click Finish to complete your customized Instant Experience.
  9. Click on the Finish button again to confirm. Your Instant Experience will then be included in your ad.

Tip # 2: Harness the Power of GIFs

While video ads do offer a great way to capture your target audience’s attention, bear in mind that it doesn’t work on everyone. After all, people generally have a short attention span. So alongside your creative videos, you should also rely on other media to gain new customers and build an online presence for your HVAC company.

This is where GIFs come in. In case you’ve been living under a rock all this time, GIFs stand for Graphic Interchange Format. It’s a type of file format that incorporates both static and animated images.

The key word here is “animated.” While many GIFs feature moving images, they can’t be put in the same boat as videos. For one thing, GIFs don’t have any sound (except on rare occasions). Additionally, GIF files can only contain and load a limited number of images. This makes them more of a flipbook rather than a video.

Anyway, there are numerous reasons why GIFs can make great Facebook ads, including: 

  • They are considerably easier to make and implement than video ads
  • They can capture your audience’s attention within a shorter timeframe
  • They cut straight to the heart of your message
  • They have a strong capacity to go viral
  • They use minimal words and images to showcase your brand

So if you haven’t yet, you should try making GIF ads as part of your air conditioning advertising campaign on Facebook.

Creating GIF Ads Through Facebook

To that end, Facebook offers a way for you to create GIF ads from the comforts of their platform. All you need to do is follow these steps:

  1. Create a video ad using the Ads Manager.
  2. Click on the Add Media button in the Ad Creative section.
  3. Click on the Add Video button.
  4. Select your preferred GIF file.
    1. To use a new GIF, upload your .gif file as a regular video file then click Upload.
    2. To use an existing GIF, enter the file name in the search bar.
    3. To use a GIF from your business account or Facebook Page, click Account Videos, then click either Business Videos or Page Videos.
    4. To use a GIF from your website, click on the Account Videos button and then click on the Video URL button. Then paste the link of your video file and click Import. The video will then be imported and displayed in your Account Videos.
  5. Click on your GIF thumbnail, then click Next.
  6. Crop your GIF for each placement (this step is optional).
  7. Click Done.
  8. Continue making your video ad, and then click on the Publish button once you’re done.

Upon clicking the Publish button, your GIF file will then be displayed in your ad. Mind you, there are a couple of things to remember while creating GIF ads on Facebook. For instance, you should only use high-quality files with subtle motion. The files must also not be more than 4 GB; otherwise, it can’t be used as a video or GIF ad. Lastly, you should avoid using flashing or pixelated files.

Tip # 3: Create and Install the Meta Pixel on Your Website

The Meta Pixel (formerly known as the Facebook Pixel) is a piece of code that lets you measure, optimize, and build your business’ online audiences for your advertising campaigns. Through it, you can potentially make sure your air conditioning advertising gets shown to the right people, drive more sales for your HVAC business, and measure the performance of your fantastic HVAC ads (which helps you make changes if needed).

The Meta Pixel works like this: whenever someone visiting your website takes an action (e.g., by buying something, by asking for details, etc), the Meta Pixel will be triggered. The code will then notify you of this movement, and you can view it in the Events Manager section of your Meta Pixel page. You’ll then be able to list these people among your next target audience for a future Facebook ad.

Creating a Meta Pixel

To set up a Meta Pixel, you need to follow these steps:

  1. Go to the Events Manager section of your Meta Pixel page.
  2. Click on the Connect Data Sources button (that’s the green one with the white + on the left side of the page).
  3. Select your preferred Meta Pixel from the options that will appear, and then click on the Connect button.
  4. Enter your preferred Pixel Name, then click on the Create Pixel button.
  5. Enter your website’s URL to check for easy setup options, then click Continue.

Installing the Meta Pixel on Your Website

After creating your Meta Pixel, you can set up the Pixel code on your website. There are three ways to do that:

Manually Adding the Pixel Code

  1. Go to the Events Manager section.
  2. Click the Data sources icon on the left side of the page (the one that looks like a triangle).
  3. Select the Pixel you want to set up.
  4. Click on the Continue Pixel Setup button.
  5. Select the Meta Pixel option, then click Connect.
  6. Select Install code manually option, then copy the Pixel base code.
  7. Skim your website’s code and look for the header of your website (or the header template in your CMS or web platform).
  8. Paste the base code at the bottom of the header section, above the closing head tag. Then click Continue.
  9. Toggle the Automatic Advanced Matching, then verify the customer information you want to send. Then click Continue. This step is optional.
  10. Add events using the Event Setup Tool or by manually adding the code to your website.
  11. Click Done.

Using a Partner Integration

  1. Go to the Events Manager section.
  2. Click the Data sources icon on the left side of the page.
  3. Select the Pixel you want to set up.
  4. Click on the Continue Pixel Setup button.
  5. Click on the Use a partner option.
  6. Select your preferred partner from the list.
  7. Follow the onscreen setup instructions.

Sending Email Instructions

  1. Go to the Events Manager section.
  2. Click the Data sources icon on the left side of the page.
  3. Select the Pixel you want to set up.
  4. Click on the Continue Pixel Setup button.
  5. Click the Email Instructions option.
  6. Enter the recipient’s email address.
  7. Click Send.

Tip # 4: Familiarize Yourself With Facebook Ad’s Sizing and Spec Requirements

Since you’re planning to make Facebook ads as part of your air conditioning advertising campaign, you should know the five types of ads commonly used on the platform. These are:

  • Image ads
  • Video ads
  • Carousel ads
  • Collection ads
  • Instant Experiences ads

Each of these ad formats come with their respective pros and cons, as well as size, ratio, and text requirements. For your HVAC ads to be as effective as they can be, you need to make sure they meet these specs. For your convenience, the specs for the first four are listed below. We’ll talk about the ones for Instant Experience ads in a separate article.

Image Ads Recommendations

  • File Type: JPG or PNG 
  • Maximum File Size: 30MB
  • Minimum Width: 600 pixels
  • Minimum Height: 600 pixels
  • Ratio: 1.91:1 to 1:1
  • Resolution: at least 1080 x 1080 pixels
  • Aspect Ratio Tolerance: 3%
  • Primary Text: up to 125 characters 
  • Headline: up to 27 characters 
  • Description: up to 27 characters 

Video Ads Recommendations

  • File Type: MP4, MOV, or GIF
  • Maximum File Size: 4GB
  • Minimum Width: 120 pixels
  • Minimum Height: 120 pixels
  • Ratio: 1:1 (for desktop or mobile) or 4:5 (for mobile only)
  • Resolution: at least 1080 x 1080 pixels 
  • Video Settings: H.264 compression, square pixels, fixed frame rate, progressive scan and stereo AAC audio compression at 128kbps+
  • Video Duration: 1 second to 241 minutes
  • Video Captions: Optional but recommended
  • Video Sound: Optional but recommended
  • Primary Text: up to 125 characters 
  • Headline: up to 27 characters 
  • Description: up to 27 characters

Carousel Ads Recommendations

  • Image File Type: JPG or PNG 
  • Video File Type: MP4, MOV or GIF 
  • Image Maximum File Size: 30MB
  • Video Maximum File Size: 4GB
  • Ratio: 1:1 
  • Resolution: at least 1080 x 1080 pixels 
  • Aspect Ratio Tolerance: 3%
  • Video Duration: 1 second to 240 minutes
  • Number of Carousel Cards: 2 to 10
  • Landing Page URL: Required
  • Primary Text: up to 125 characters 
  • Headline: up to 32 characters 
  • Description: up to 18 characters 

Collection Ads Recommendations

  • Image File Type: JPG or PNG 
  • Video File Type: MP4, MOV or GIF 
  • Image Maximum File Size: 30MB
  • Video Maximum File Size: 4GB
  • Ratio: 1:1 
  • Resolution: at least 1080 x 1080 pixels 
  • Aspect Ratio Tolerance: 3%
  • Instant Experience: Required
  • Landing Page URL: Required
  • Primary Text: up to 125 characters 
  • Headline: up to 40 characters 

Maximize Your Air Conditioning Advertising on Facebook

With nearly 2.8 billion monthly active users, Facebook is a great place to promote your HVAC business, build a community of loyal customers, and ultimately boost your traffic and profit. Through the four tips above, you’ll be able to optimize your air conditioning advertising, allowing you to maximize its results while live on Facebook.

About the Author

Isaias has been working as a writer since 2011. He started out as a freelancer before moving on to work full-time at Reach Digital. He specializes in creating list articles, and the topics he’s written about include, finance, golfing, health and fitness, and home improvement. Additionally, he knows a bit about basic SEO principles, learning how to craft guest posts, build backlinks, and insert keywords in the right places.

Isaias is currently part of Reach Digital’s Content and Affiliate teams.