Gagandeep Singh author at Banisoft

How to use Facebook Ads for Rental Property?

Facebook Marketing / Gagandeep Singh

Table of Contents

What Is the Facebook Special Ad Category?

Do I need to select a Special Ad Category on my Housing ads?

How do you target your audience within a Special Ad Category?

How to create Facebook Ads for rental properties?

Are you struggling to rent out your apartment or house? Then, Facebook ads for rental properties can give you just the solution sought!

Facebook is always making buzz — and most of the time, for the right reasons. As of the first quarter of 2023, Facebook has 2.98 billion monthly active users, making it the most prevalent social network globally.

About 90% of businesses use Facebook for marketing purposes. With the largest potential ad reach of 2.08 billion people, Facebook is an essential platform for marketers seeking growth.

In short, Facebook is a recognized platform for renting items, including properties.

Not utilizing this popular platform to advertise your rental would be a waste of time, resources, and energy, given the large number of potential tenants available.

So, it’s true to state that Advertising your apartments on Facebook using Facebook Ad Manager is an affordable way to reach potential tenants.

However, if you go to Facebook Ad Manager, you’ll now find a new ad type called the Facebook Special Ad Category in the Facebook Ads Manager.

This category focuses on ads related to housing, employment, and credit.

Facebook introduced it to combat discriminatory practices in advertising and protect users from discrimination based on factors like age and gender.

Curious to learn more about the Facebook Special Ad Category and how to create successful ads for your rental properties?

Fret not! We’ll guide you through all the necessary steps and information in this article.

What is the Facebook Special Ad Category?

The Facebook Special Ad Category is a new group for ads related to social and political issues, housing, credit, or job opportunities.

Facebook chose these ad types due to past discrimination in housing, credit, and employment and the importance of having fair access to jobs, homes, and credit.

Do I need to select a Special Ad Category for my housing ads?

Yes, if your ad is about social issues, housing, credit, or job opportunities, you need to choose a Special Ad Category.

Since your ad is about rental property (housing), select a special ad category.

Housing opportunity ads cover a range of topics related to finding and maintaining a home. People in real estate and related services should be familiar with these types of ads, which include:

– Home and apartment sales or rentals

– Homeowners Insurance

– Mortgage Insurance

– Mortgage loans

– Home repairs

– Home equity and appraisal services

How do you target your audience within a Special Ad Category?

To prevent discrimination, Facebook limits audience targeting options by removing age, gender, or zip code targeting.

However, you can still target your audience by following Facebook’s Special Ad Category guidelines.

Demographic Targeting

Usually, Facebook ads let you reach people based on basic details like age, race, and gender. But for Special Ad Category advertisers, these options aren’t allowed due to Fair Housing laws.

These restrictions apply to all real estate and housing ads. However, Facebook’s approach will still try to find suitable potential buyers or renters for your property.

You might not be able to target specific age groups, but you can include information in your ad to help people decide if it suits their needs.

This method helps direct your ads to the right audience and increases engagement and successful outcomes.

For example, you can’t specifically target 25-year-olds for single-family homes; you can add details in your ad so users decide based on their requirements.

Geographic Targeting

Property managers understand they need to focus on potential renters within a specific local area. Previously, apartment marketers used geographic targeting to connect searchers to properties based on their needs and location.

Usually, Facebook marketers could select zip codes and other detailed targeting options. However, these options were removed for ads in the Special Ad Category to comply with HEC guidelines.

Now, Facebook lets advertisers target a 15-mile radius around an available property. Plus, they can use their data to plan their advertising strategy.

A helpful tip for your Facebook ads is to utilize your data to reach potential renters.

By adding a tracking pixel to your website and using Facebook for remarketing, you can connect with people who visited your site through your ads.

Interest-Based Targeting

When creating a Facebook ad campaign, marketers can usually target audiences based on their ideal customers’ interests.

This customization works well for most products, but property managers must follow HEC guidelines, which prohibit excluding recipients based on race, gender, religion, and other factors.

For your real estate properties, you cannot exclude an audience based on interests, and your interest-based targeting options are limited.

However, you can refine your target audience by adding more interest.

For instance, if you’re advertising a management position in construction, you could include both “Management” and “Construction” as interests to attract more qualified candidates.

How to create Facebook Ads for rental properties

Now that we understand the technical aspects of Facebook’s ad guidelines for housing and apartments, let’s explore how to create Facebook ads for rental properties.

1. Choose Your Ad Campaign Goal

To create a real estate Facebook ad, first, go to “Ads Manager” in the top-right menu. Then, click “Create Ad” and select your campaign goal.

representation of Choose Your Ad Campaign Goal

Campaign goals relate to the six sales stages: awareness, traffic, engagement, leads, app promotion, and sales.

For this example, pick the sales goal to target people likely to purchase your products or services.

2. Create and Name Your Campaign

First, name your campaign for internal use; this won’t be visible to users.

Then, choose if the campaign has a single ad or multiple ad variations under “Advantage Campaign Budget.” All real estate Facebook ads will be in the “Housing” category.

3. Set a Posting Schedule and Budget

To schedule your real estate Facebook ads, simply select a start and end date. For budgeting, input a maximum daily amount – it’s quite straight forward.

Set a Posting Schedule and Budget of your post

4. Identify Your Target Audience

Target a specific audience with real estate and housing ad restrictions. Think like your target audience to reach desired leads.

You can target by location radius, so add a location first.

Also, consider interests when focusing on your target audience. By understanding your audience, you can reach people interested in your ads and listings.

5. Choose Ad Placement

For targeted Facebook rental ads, you may expect them to appear in popular locations like Instagram, Google search results, and news feeds. However, there are many options for ad placement.

You can let Facebook automatically display your ads on different channels or choose specific locations and methods for your ad.

6. Create Your Ad

Once you’ve finished the technical aspects of making your real estate Facebook ads, it’s time to design and create them. This includes visual elements like images, videos, and ad text. Depending on your goals and placements, Facebook will display the most suitable ad formats.

Common formats for realtor Facebook ads are single-image ads, video ads, and carousel posts.

Spend time crafting an ad that is clear and visually engaging to grab people’s attention as they scroll.

Conclusion

In conclusion, utilizing Facebook Ads for rental properties is a powerful and cost-effective solution to reach the vast pool of potential tenants on the platform.

By understanding and implementing the Facebook Special Ad Category for housing ads, you can effectively target your ideal audience while adhering to Facebook’s guidelines against discrimination.

This marketing strategy not only supports rental property owners in generating leads but also promotes fair housing opportunities for all. So, don’t miss out on the potential that Facebook Ads offers; give it a try and watch your tenant inquiries increase.

How to use Facebook Ads for Rental Property? Read More »

How to do SEO For A Magazine Website? (Full Guide)

SEO / Gagandeep Singh

Have a digital magazine and website and want to do SEO for it? Search engine optimization for a new website can be intimidating because of the amount of information out there. Without experienced in-house SEO or consultant, this gets worse. So how to do SEO for a magazine website?

What is SEO?

graphic representation showing cartoon thinking about something in seo

Simply defined, SEO is the process of getting more readers through news or evergreen content. The intention is to boost the click-through rate on organic search engine results.

SEQ is the abbreviation of Search engine optimization, which is a strategy for improving online visibility in a web search engine’s unpaid results. It is also referred to or frequently addressed as “natural”, “organic”, or “earned” results. The higher you rank on top of the search engine page, the more likely you are to be viewed!

Step By Step Guide For Doing SEO For A Magazine

These are some critical but pivotal steps to do SEO for a magazine website and boost it in the simplest way possible:

1. Put the Keywords Aside

For bigger publication websites that may have 500+ to 10,000+ pages, forget about keywords. What you should do is ensure that the search engines can find every one of those pages. This results in higher page views because folks searching for specific items find and remember you. Do focus on key phrases like election news or hurricane alert.

2. Stand Out in Search Results

When we need an answer to our queries, we usually type it into a search engine. Research shows that almost 93% of online experiences begin that way. Then is the next step of clicking on one more or many of them. Opt for specific techniques that help get a high position in SERPs and high CTR at the same time.

3. Open Up your Website

Too many hands spoil the broth… You must have heard of this phase! Similarly, a website asking for too much means the user would avoid it accessing it. Here’s what can be done:

Avoid the option of registration. More prominent publications worldwide are avoiding it because they know people don’t want to pay and get the same news through other sources. Search engines cannot get past a registration form — by using one, and you are merely cutting off all of the content behind that form.
Whey keeps an archive to move old articles to a different address. If you do so, then the search engines will lose track of the old content. And there is a good chance that the older content was getting you a high ranking. It’s best to retain even the older articles on your site and move them to a separate page instead.
Don’t redirect your home page elsewhere because every link you get at one address is potentially a vote lost at the other. Avoid redirecting and use the ‘www’ address. It helps in brand recall, and you’ll get more of those votes pointed at a single address.

4. Restructure the Website

Keep the structure neat and user-friendly. Do have categories, but don’t make it so complicated that visitors won’t find a thing. Remember that Google reads and understands the internet, aim for at least 250 words per page. Have separate pages to target every one of your main keywords, services, or topics.
Also, backlink articles to the hub page. Doing so increases the relevance of that page for the subjects discussed in the articles.
Do have a search tool on your site to record searches performed. Use this tab as a benchmark to record visitor actions. Make sure the phrases that comprise the top 10% of searches are linked from the home page. Search engines work on structured strategies, and hence linking to this content from the home page will boost its relative importance.
Link sensibly — you don’t want fashion connecting to sports and vice versa. Also, be very specific about naming them. Lack of clarity can keep both search engines and users guessing, which is a potential problem.
Add categories and title gags. Ensure that the article title and section are in the title tag. A descriptive one lets the search engine immediately see that the page is about a particular topic.
Headings should be in heading tags like H1, H2, H3, etc., and describe the page’s content. Sub-headings can be placed into lower-level heading tags so that the search engines can see the top-level ones.
Add paragraphs of text in paragraph elements. Using line breaks and tables instead of paragraph tags helps in boosting ranking.

5. Clean, Simple Code

This partis a bit technical but can be done when you want to know how to do SEO for a magazine website.

Getrid of the inline javascript to a separate js file. This helps to improve that ratio.
Reduce bandwidth usage so that visitors’ browsers will cache the js include file the first time they visit the page. For returning visitors, this won’t load the older file from your server. It is just a small saving that adds up fast.

6. No Duplication, Please

You must link consistently using the same address, all the time.
Avoid using query attributes for insite tracking. Many add things like ?homepage=rightside’ to indicate that a particular click came from the page’s right side. Rather go for tools like ClickTracks or ClickTale to track click locations instead.
For multi-page articles, most people put links at the bottom and top of the page. As a result, people jump from page 1 to 2 to 3, etc. But ensure that whenever they jump back, the page URL doesn’t have ?p=1″ or ‘p=0″ in it. If you are doing pagination, do ensure it doesn’t create duplication issues.
Arrange your cookies and avoiding query attributes for sorting, either similar reasons as above. One has the option dynamically inserting a ROBOTS meta tag set to ‘noindex’ whenever you have a sorting query attribute.
Consistently link to sections and don’t mix them — and this would create duplicate content. It’s recommended that you link back to the home page.

7. Your Blog and Content

Don’t dump press releases on your blog. If you feel you should have this on the website for compliance purposes — put it in a “Media” section. A rule of thumb for blogging is never to publish anything on your blog that you don’t think your target customers would want to read. While the visitors do have to pay to read your blog, they certainly don’t want to waste time on it right?

Here are a few other tips to keep in mind when you want to know how to do SEO for a magazine website, especially for a blog:

Only have high-quality 100% unique content on your site
Create pages based on priority
Don’t have annoying ads and pop-ups
Register with Google Search Console
Optimize the core web vitals
Go for a responsive, mobile-friendly design

Bonus Tips

While the above is good enough for your website SEQ, these bonus tips can give you a competitive edge. Let’s take a look:

Even if you don’t need it, add an RSS feed for your latest articles. Place the entirety of every item into the feed and ensure that they have at least one link to another article on your site. Often, others may use software to plagiarise your RSS feed and use it to put content on their sites. In that case, it creates links back to you.

Have an affiliate or reward program for others who link to you. For example, you can create a contest that encourages others to link to you. Keep in mind that links are votes and the more you get, the better shot at a high ranking for your various topics.

Writing unique description tags helps search engines use them as the snippet in their results pages. It eventually means more clickability for your website.

Do have a Google site map along with seeing a Google Webmaster Tools account. Ensure that they verify your site & use this data about crawl problems and links to improve your site further.

A magazine or an online publication can succeed when you focus on accessibility for your site along with SEO. The idea is that you should make it simpler and more comfortable for visitors to see exactly what each page is about — and that too in the shortest amount of time possible. When visitors find it easy to get from page to page, it automatically indicates that even the search engines are doing the same!

One should learn to focus on and create content around long-tail search phrases, which are based on SMM or social media marketing techniques rather than just giving importance to head keywords, which is social media. Link-building, in particular, is about quality and not quantity. And don’t forget about the shift from web pages to mobile-friendly websites!

How to do SEO For A Magazine Website? (Full Guide) Read More »

10 SEO Mistake to Avoid while Re-designing your Website

WEBSITE DESIGNING / Gagandeep Singh

SEO Mistake to Avoid while Re-designing your Website blog banner image

Do you think redesigning your website is all about having a little fun with aesthetics?

Undoubtedly, visuals do all the magic to bring the attention of your audience to your website. But that is not all!

You spend so much of your time and money in creating a flashy website and yet your website is unable to attract the organic search traffic. So, what went wrong?

This happens because while redesigning your website, very often you overlook the importance of what lies under the hood of it.

Now, consider building a restaurant with all the ostentatious interiors and everything flashy. But no one ever visits the restaurant because your prospects don’t really know about it.

This way, you’re never going to do any business and so, the money and efforts that you spent on your restaurant went straight to trash!

The similar scenario happens to your website when your audience does not know about it.

So, what is it that you can do to get your audience know about your website? The answer is simple and you must have often heard about it – SEO!

SEO, the famous Search Engine Optimization, is not a new concept today. With search engines being very picky about their search results, SEO has become mandatory.

Unfortunately, we often overlook the importance of SEO and so it is never rightly worked upon. So, we commit a number of SEO mistakes during the process of website redesigning.

Avoiding any further bustle, let’s move to the 10 SEO mistakes that you need to avoid while you redesign your website:

Mistake #1: Not Introducing the SEO Concept from the Very Beginning

During the redesigning process, if the SEO team is brought to work, it is often too late.

Nothing can be done at this stage because the coding for the website is either being done or probably completed.

So, at this stage, there is nothing much that the SEO experts can do to save your website.

SEO must be ensconced in the strategy of your website design from the very beginning. If you ignore this element in the beginning itself, it will be grueling for you to add it later to the framework of your website.

So, it is always advised to involve the SEO team in the beginning of the process.

“The biggest SEO mistake you can make during a website redesign is to not think about SEO until it’s too late. If you don’t have SEO in mind from the initial strategy session, you’re going to lose what you took so much time and effort to build.

Everything from the structure of your website to the meta description of your website pages is important and should be taken into consideration.” says Laura Hogan, Marketing Director at OverGo Studio.

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Mistake #2: Not Auditing your Existing Website

Under website redesigning, your new website is obviously going to overthrow the old one. After you revamp your old website, there is no way you can get it back.

But before you decide to tear down your old website which is no longer going to exist, make sure you run an audit on it. The metrics and data from your previous website can be of great help and make sure you don’t lose it without making the best use of it.

Some of the key metrics that you can consider to audit your website are:

Highest performing keywords
Number of visitors
Pages that bring traffic
Indexed pages
Inbound linking domains

Studying and auditing these metrics can be of great help while working on SEO during a website redesign.

Content audit is very beneficial when it comes to seeking more conversions and an improved SEO. And so, you must know how to audit your website in the right way, before you move to a new one.

“Whenever doing a website redesign, I think it’s so important to reassess the purpose of each page. If you don’t learn anything from the page, neither will your viewers!

Building out a navigation map that takes SEO into consideration will save you a lot of heartache throughout your project!” says Samantha Winchell, SEO Analyst at New Breed.

Mistake #3: Failing to Make a Good Use of Keywords

SEO evolves every day and as previously it was all about keywords, now it is not!

So, you cannot simply stuff your website with keywords and steer clear to search ranking.

These days, if Google finds out that you’re being blind at using keywords or that you’re deliberately hiding the keywords on your website, it is going to take a toll on your ranking.

But that doesn’t mean that using keywords is superfluous. You just have to do what Google wants you to do and that is – write for your audience, not for yourself.

Create a high-quality content where you can naturally let the keywords work.

“In creating a helpful, information-rich site, write pages that clearly and accurately describe your topic. Think about the words users would type to find your pages and include those words on your site.” says Google.

So, while you redesign your website, you need to work very carefully with words commonly searched by your audience. You can learn how to target your keywords for better rankings. For this, you can use any of the available SEO tools to indentify the target keywords.

“Many marketers are so focused on building out site hierarchy, wireframing and design of the site that they lose site of content development.

SEO is a huge part of content development, but when content becomes an afterthought during web redesign, and the focus is on getting the new site live ASAP, often times marketers will put the content together without deliberate thought to keyword inclusion and smart SEO content strategies.

The result is that post-go-live, marketers begin scrambling to rewrite content that is already live to improve SEO.

Marketers can reduce this additional effort by including an SEO keyword analysis at the front end of a web redesign project – during website strategy development, and then using the findings and recommendations from the keyword analysis to inform content development.

This, coupled with a deliberate focus on content development during the web redesign process (rather than as an afterthought) can help marketers make huge leaps regarding SEO without the post-go-live scramble.” says Denis Goluboff, Senior Web Manager at TREW Marketing.

Mistake #4: Failing to Set up 301 Redirects

What are 301 redirects? A 301 redirect is a permanent redirect from one of your URLs to another.

During website redesign, it is very crucial to set up the 301 redirects when you’re working on URL restructuring or on site map changing. This will help you transfer your valuable SEO data from the old URL to the new ones.

“Before doing any 301 redirects, create a URL outline of your old site. Excel is a great, simple way to do it: create a tab for each of your main menu sections, and list all menu sub items with their corresponding URL in that tab.

Use this as a road map to creating all 301 redirects, marking off each URL you redirect without leaving any pages behind.” says Shannon Good, Inbound Marketing Consultant at Savvy Panda.

In case you fail to set up your 301 redirects, you might face a great fall in your search rankings and your audience might face a whole lot of “404 Errors” that you’d never want!

Mistake #5: Failing to Adopt the Correct URL Structure

URLs are generally not focused upon and believe it or not, URLs play a great role in SEO.

How is that now, you ask?

It is not only the searchers who are precise about their search on the search engines. The search engines also prefer those pages or websites that have a URL depicting the content of the page. And so, if your website is besieged with the cryptic and lengthy URL’s, you must restructure them during your next website redesign.

These lengthy URL’s usually fail to depict what your website wants to tell its audience and so, it is not recognized by the search engine which in turn has a big hit on your rankings.

“Redesigning your site gives you the perfect opportunity to make sure your URLs are optimized for UX and for search engines. Your URLs play a significant role in your SEO success. Your URLs must contain targeted and relevant keywords.

Your URL structure also needs to follow suit according to your site map. Keep the structure organized for the user experience. Subfolders add value to parent pages.

For instance, don’t have a URL at domain.com/services/ and a services category as domain.com/category-1/. A services category should support the parent services page and should look like domain.com/services/category-1/.” says Eunice David, Marketing Manager at Adhere Creative.

While you’re restructuring your URLs, we advise you to use a dash (-) in place of an underscore (_).

The reason behind this is that Google considers a dash as a word separator and so, the words in your URL will be considered as separate. But underscore is considered as a word connector and so it connects many words as one. With dashes, your URL has better chances to get featured in the search results rather than with underscores. So, you can take a note of it while restructuring your URLs.

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Mistake #6: Failing to Get Rid of the Crooked Backlinks or Inbound Links

One of the ways to earn good search engine ranking is to get the inbound links or backlinks from some reputable websites.

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But backlinks can sometimes prove out to be toxic for the credibility of your website.

If your website is linked with some of the low-quality websites indulged in spamming, Google can bring your rankings down. This is also known as negative SEO.

Sometimes, to encourage negative SEO for your website, the spammers deliberately link your website with such low quality websites. But, to avoid this, you can use the tools like Google Webmaster Tool.

With the help of this tool, you can tell Google not to pay attention to such spamming backlinks.

“Most marketers focusing on SEO break down SEO into onpage efforts and off-page efforts. And when focusing on off-page efforts, a common SEO mistake marketers make is believing that their site will receive more SEO traffic if only they can find enough websites to build links on.

This is the mistake, a link-building mindset. Stop thinking about link-building. Start thinking about link-earning.

Focus on making your content easy for your audience to consume, understand and share with their audience.” says Bradley Smith, Sr. Marketing Technology Consultant at Digital Relevance.

Mistake #7: Avoiding Responsive Design

Your website’s rankings will recuperate if you manage to keep your audience as well as Google happy!

Your audience will always demand a great browsing experience with every device that they’re using. For delivering such a hassle free experience, Google advises you to use Responsive Design as a configuration for your website to make it mobile-optimized.

The best thing about responsive design is that it allows your website to use the same URLs with any device and all the URLs are structured to serve the same HTML code. This feature is unavailable in the other configurations like implementing dynamic serving or setting up a separate mobile site.

“This improvement in crawling efficiency can indirectly help Google index more of the site’s contents and keep it appropriately fresh.” says Google.

Mistake #8: Not Unblocking the Search Engines from Peeking into your Website

Not thinking like your visitors- the humans

After spending all the time in creating the new striking face of your website, it’s time for you to do the honors and Launch!

Now, hours have passed after the launch and you sit there, waiting for Google to show your website in the search results. But nothing happens. Why? What happened?

Go back in time and recall. While you were working on the redesigning of your website, you might have blocked the search engines to take a look at what’s inside it. And then, you forgot to unblock it before the launch!

It can be a great inconvenience and so, make double sure that you’ve unblocked the search engines to peek into your new website’s framework before you launch it.

“A silly issue that causes huge problems — and happens more often than you would think — is that sometimes people forget to unblock robots from crawling and indexing the website after the website goes live.

This often happens when the site is in a dev environment and has robots.txt set to block all search robots, then the site is taken live with the all-exclusive robots.txt file still in place and the site’s search traffic suddenly grinds to a halt.

To avoid this one, make sure to check your robots.txt file once your site goes live. Double check it with Google Webmaster Tools to make sure your site is being indexed.” says David Bascom, Managing Partner at Fit Marketing.

Mistake #9: Failing to Add Analytics Software to the Website

What fun is a website redesign if you never get the idea how your new website is performing against your old one?

You will never get to know that if you fail to add the analytics software to your newly designed website. Adding the analytics software will give you the answers and details for questions like – Is the keyword research working?

Was the audit for the previous website beneficial? Is the new URL structure working as expected?

Your analytics software will track all the insights that can help you answer these questions and work on them later!

“I think one of the biggest and most egregious errors one can make when redesigning a website is to forget to paste the proper Google analytics code on the new website.

It’s pretty difficult to track the success of a new site designed to have a higher conversion rate… without any conversion code or analytics tracking.

We had a client hire a web design agency to redesign their website only to forget to paste the old code on the new site–and you can make sure the SEOs get blamed for everything.

We now make sure to have a website redesign checklist, whether our client uses an external agency or we handle it ourselves!” says Lincoln Chan, Senior Account Manager at LocalTrifecta Internet Marketing.

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Mistake#10: Not Thinking like Your Visitors- The Humans!

Unlike the previous search results that were in accordance with one-word queries or that avoided the whole sentences, Google has now started to respond to the queries that include complete sentences or questions.

And so, with the search results becoming more conversational, you can only win if your website depicts the data that is meant for the visitors – the humans!

So, avoid being just a robotic pool of content. Provide what your audience is looking for and to begin with that, you need to think like a human first!

“The biggest mistake I’ve ever made was designing with SEO at the top of the priority list. It made the site awkward and ineffective. The best way to fix this is to focus on creating value for your personas and delivering the user experience they would like.

When you focus on those items, SEO takes care of itself.” says Doug Davidoff, CEO at Imagine Business Development.

With these most common SEO mistakes during Website Redesign, most of us face a greater crisis with Google ranking and with building the credibility of our newly built websites.

For a better SEO ranking of your newly designed website, make sure you pay as much focus to the insides of your website as you pay to its appearance.

Things will surely work out for the best if you avoid these mistakes and listen to the experts and, of course, to Google!

Stick around for more information on how you can make your redesigned website a huge marketing success!

10 SEO Mistake to Avoid while Re-designing your Website Read More »

Author name: Gagandeep Singh