Ever been curious about how you can use Facebook ads to grow your church? Unsure how to even start a Facebook advertising campaign?
With over 80% of Americans on Facebook, the social platform offers a powerful opportunity to reach your community and invite guests to your church.
Tune into ChurchSpring Live, Episode 021 to learn how you can harness Facebook advertising to grow your church.
ChurchSpring Customer Success Lead Isabelle Faletti and Digital Marketing Specialist Peder Aadahl will share 4 tips you need to know about Facebook advertising so you can confidently use Facebook ads to reach your community. We’ll review best practices to manage Facebook ads without blowing your budget and share creative ways to help you drive traffic to your website.
Isabelle Faletti (00:00:00):
Hello, hello and welcome to ChurchSpring Live, Episode 21. I always love saying the episode number because it just shows how far we've come and how we can keep continuing to help churches and ministries all over the nation. So my name is Isabelle, and joining me today is digital marketing specialist, Peder Aadahl.
Peder Aadahl (00:00:23):
Back for a third time everyone.
Isabelle Faletti (00:00:27):
Back for a third time. We haven't scared people away yet. I think I said your last name correctly this time.
Peder Aadahl (00:00:34):
Yes, you did, actually. Well done.
Isabelle Faletti (00:00:36):
Yes. Thank you. I've been practicing since I said it wrong last week and yesterday. So while we are waiting for people to jump in on this live event, if you're listening live, go ahead and introduce your church name and locations in the comments right below here. Put in, yeah, where you're from, your name so that I can say a special hello to you. While we wait for that, I do want to welcome some new members that we have to the ChurchSpring family. So welcome Westside Baptist Church from California. We have someone from North Carolina, Colonial Baptist Church. And then we also have a new signup from Texas, Prairie Grove Missionary Baptist Church. That's awesome.
Isabelle Faletti (00:01:26):
If you are new to ChurchSpring, and if you just stumbled upon this ChurchSpring Live, our mission at ChurchSpring is very simple. And it is to simply help churches build intuitive, affordable and frustration free websites. That's what we do. And that's what we want to serve ministries and churches all over the nation with. So thank you for letting us partner with you. I see that we have a couple of introductions here already. That is awesome. Welcome, Bryce Rogers from Florida from Sunset Presbyterian Church. That's great. We have Wayne from First Lutheran Church from Texas. Pillars of Faith, Tom. Always good to see you.
Peder Aadahl (00:02:15):
Isabelle Faletti (00:02:15):
It's so neat to see some regular attendees on this. And Peder, you're going to start recognizing some- - attendees here too.
Peder Aadahl (00:02:25):
Isabelle Faletti (00:02:27):
Isn't that a great? I feel like we're all friends. Pastor Brian from Boise, Idaho. That's awesome. I grew up in Meridian, Idaho, actually, so I know exactly where Boise is. A lot of my family's there. Lee Clark from London, England. What? We've gone International? That's great. I have had a lot of coffee today for everybody listening. So bear with me. Nikki. Oh, this is great. I love to see everybody joining in here live. Thank you so much for just introducing yourself. If you're just now still joining, continue to add your comment to introduce yourself. I love to see again, Carla, some regular attendees and also some new faces. That's always exciting to see how we can continue to help new pastors and new leaders out there.
Isabelle Faletti (00:03:25):
So I do want to just encourage everybody, today we're going to be talking about Facebook ads, which is very exciting and it can be overwhelming. So do not feel like you have to write down everything that we are going to be saying, because if so you'll be getting your hand cramped. We have a lot of information here. We will have the show notes and a replay available after this live event at churchspring.com/csl021. Let me just pop that link up on the video here. I'll mention that a few times. So again, just sit back, relax, learn, engage with each other. And then you can always go back, watch the replay, look at the show notes within your resources that we'll mention at churchspring.com/csl021.
Isabelle Faletti (00:04:23):
So I love to have the feeling of a live event. It's like we're all sitting around in a coffee shop. And I have my hot cup of hot cocoa because that's my drink of choice in the fall months here. And we're just having a conversation. So use the comment section like you would when we're sitting around the coffee table at that cute little cozy coffee shop down the road. So ask questions as they come up. If you love something that Peder says because he is going to be dropping a ton of helpful information, so when he says something that just blows your mind, or that was super helpful, leave a comment, and let us know. And again, we want to have questions throughout it, we will have a lot of questions, or we will have time for questions at the end. So be sure to get those in. And we will have one-on-one time, Q&A time, which is a special thing about doing a live stream like this.
Isabelle Faletti (00:05:30):
So for those of you who maybe you've missed the past two episodes, and Peder, maybe a new face to you, he is a special friend of ChurchSpring, and he's a digital marketing specialist, and helps churches reach their community and grow their church, ultimately with marketing. So he is the perfect guy for this topic today, about Facebook ads. I've been looking forward. Well, Peder, I know both you and I have-
Peder Aadahl (00:06:00):
Isabelle Faletti (00:06:00):
... been looking forward to this topic for a while now.
Peder Aadahl (00:06:03):
For a while. Yeah.
Isabelle Faletti (00:06:04):
Yeah. When we were talking about this, and we were preparing for it a couple of weeks ago, man, we had some really encouraging conversations about how churches should be using Facebook, because it's such a powerful tool to reach your community. And yet many churches just don't understand how to use Facebook and the way that it can be used. So I mean, ads can be overwhelming. And if you're listening in, you may just have a lot of questions about how to start, where to start on Facebook. Like, where do you even get to the ad section when you go to facebook.com? So Peder is going to just solve all of that. We are actually splitting our conversations about Facebook ads into two parts.
Peder Aadahl (00:06:57):
Isabelle Faletti (00:06:58):
Yeah. Because no one wants to hear us talk for four hours on a Thursday morning. We have a lot to just help churches with, for Facebook ads. And we want all of our listeners to leave a ChurchSpring live feeling equipped, and confident in their next steps. So this is part one of what you really need to know, before you actually create a Facebook ad. So Peder is going to share specifically about four tips that, yeah, you need to know about Facebook advertising, so that you can use it correctly, you can hit your budget, because we don't want to be going out of budgets here. We'll talk about creative ideas. Yeah, so that's why Peder, he's the perfect guy for this topic. He speaks the language of Facebook, you guys. He can interpret Facebook for you. He knows and understands how to use the platform to really naturally reach your community. Reach people on Facebook.
Isabelle Faletti (00:08:02):
So yeah, Peder, I just cannot stress this enough that Peder is the guru at this. So everybody who's listening in, you're in for a treat, because, yeah, he's great at this. So Peder, I would love to know, based on your own experiences working with churches, why would you recommend that churches should even consider Facebook advertising?
Peder Aadahl (00:08:30):
No, and that's a great question lead off, and I, yes, this is going to be really fun.
Isabelle Faletti (00:08:35):
Peder Aadahl (00:08:35):
So just diving right into that. The main thing when it comes to Facebook advertising and to think about it in maybe a different context is essentially that you're given essentially a new way to be able to reach people on a broad scale. So we're focused here on growth and outreach in many capacities when it comes to Facebook advertising, especially for ministries and churches. And the reality is, is that when you post to Facebook organically, just on maybe your Facebook page, or even on your personal profile, sharing something from the church maybe or something of that nature, your reach is only going to go so far. And it may only stay inside of a digital bubble, if you will, of just those people that are either following the church or maybe know the people who are following the church in some capacity.
Peder Aadahl (00:09:27):
And the reality is this, so many people in the past usually focused on getting page likes for the church. And I'll be very clear, getting page likes for your church is not a bad thing. That is a good thing. There's some nerdy things in the back end for Facebook ads that's helpful with. But the reality is, is when you post to a Facebook page, the situation is, is that it's been very clear that you're probably only going to reach about 5.5% of the actual amount of people that have liked your page.
Isabelle Faletti (00:10:02):
Peder Aadahl (00:10:03):
And that's sometimes being generous. Now given in 2020, with more things being online and digital, that becomes potentially a little bit higher, but you're still going to be limited in your reach. And the second thing is, is that sometimes when you're wanting to promote something, you're wanting to get outside of just the people that are coming to the church. You're trying to get out into the community, maybe even nowadays, you're trying to get out virtually into the area overall. Not just even in your immediate community.
Peder Aadahl (00:10:34):
So yeah, there's a whole host of reasons of why to do that. And just going back to the idea of reaching people in your community, especially when we think about working to bring people into the church. And I know that every church listening here has got your own unique situation right now here in 2020, with people being able to come in and come out. But ultimately trying to get people in the door that maybe haven't come in before. So I'm just even going, if you don't mind, I'll share the screen, and I'll pop something up real quick-
Isabelle Faletti (00:11:01):
Peder Aadahl (00:11:02):
... as an example. I want to make sure everybody can see it. There we go. Okay. So you can see here. This is just even a quick example of a concept of using Facebook advertising to bring people into the church that had never been inside this church before. This is a ministry idea that I had come up with a church I worked with. And actually we're promoting that again, even currently right now, is the idea of doing a Monday night childcare. And so they would allow families to bring their kids in, and then the parents or the parent could go off and have a night off. They could go have a date night, they could go have maybe time just to shop, whatever it is. Honestly just sit at home in peace.
Isabelle Faletti (00:11:51):
Peder Aadahl (00:11:51):
Just until the -
Isabelle Faletti (00:11:51):
With no yelling kids.
Peder Aadahl (00:11:55):
Just like, hey, we can all use a break. And obviously, I feel like this year, everybody could use a break .
Isabelle Faletti (00:12:01):
Peder Aadahl (00:12:03):
So this was a program that we did. And here's the kicker, obviously, there was people in the church that could take advantage of this every now and then. But this is meant to focus on the community. And every week that this was available, a new family that had never been inside that church came every single Monday night, to take advantage of that.
Isabelle Faletti (00:12:25):
Peder Aadahl (00:12:26):
And that's the reality of sometimes you're working through a different type of mindset of, the first time someone's going to enter your church is maybe not going to be on Sunday morning. It could be, but especially when you're reaching out into the community in some capacity, it's probably not going to maybe, be that way. And the kicker is, is what happens is over time is they come on Monday night, and then maybe see opportunities that you do on Wednesday nights or another night of the week, or they just become more familiar. Because once they step inside the church they understand the feel of the church, they understand what it looks like, all that type of thing, and they get comfortable, and then they start coming to more and more things, including eventually, Sunday services. Or I guess now, watching online.
Isabelle Faletti (00:13:08):
Right, right. Yeah.
Peder Aadahl (00:13:11):
Hard times. But yeah, so that's the idea of that. And then Facebook ads is also a great way to first promote events as well. And maybe even fundraising for different things for within the church. And just maybe do one more share here of, this is an example of a situation where actually this was, I'm working with a group of churches here, they came together to create something here for during the corona initial help early this year. As you can see in the background here, there's a bunch of products and stuff like that, that was available to be partnering with some other organizations here to be able to provide that for people that were in need at the time.
Peder Aadahl (00:13:51):
Now this actually was a fundraising post, though, to help promote the raising of funds to keep this going and to make sure that expenses were being covered for everything. And this is going to sound strange, but even when it comes to promoting events or promoting ministries within the church, it sounds weird to spend money there to get money, but that's what happened. This was a flash promotion, probably. I think it only lasted at most three days, so 72 hours. I think it only lasted about 48 hours. But in the process of that was some matching funds who raised over, I think around $75,000.
Isabelle Faletti (00:14:29):
Wow. That's amazing.
Peder Aadahl (00:14:32):
Yeah. And you can see just the amount of people that engaged with this and it's being promoted into the area. And obviously at the time, everyone was used to being generous overall, regardless of what the background was.
Isabelle Faletti (00:14:45):
Peder Aadahl (00:14:46):
So yeah, that's just another example of utilizing Facebook ads to help promote things.
Isabelle Faletti (00:14:51):
Oh, I love this, Peder. Basically, from what you just said, Facebook ads, it is a part of your community outreach ministry. And in this digital age that we're in, Facebook ads, Facebook, Instagram, social media, that is a part of community outreach.
Peder Aadahl (00:15:15):
Isabelle Faletti (00:15:15):
And if we're not on these platforms as the church, we are missing out on opportunities that we can reach our community. Because people are on Facebook, families, parents, millennials, Gen Z, they are using Facebook, they're using social media as a part of their daily life, to know what to do this weekend for events. They're looking for opportunities to solve the pain that they may be experiencing. So in your case of the childcare. Oh, every church needs to be doing that. That's such a good idea. And like you said, with Facebook ads, you can reach your community in ways that you may not be able to without.
Isabelle Faletti (00:16:04):
And I know that Peder, you'll go into more specifics of targeting, so how can you actually reach specifically, let's say, parents to talk about the child daycare. So we won't get into that quite yet. But this is just such an important concept, I think, for churches to understand that this is your community outreach right now. It's no longer just sending a direct mail or not going around and knocking on doors to invite them to your church. We need to be using the digital outlets that we do have in a proper responsible way.
Peder Aadahl (00:16:46):
Isabelle Faletti (00:16:47):
Yeah. Oh, this is exciting.
Peder Aadahl (00:16:50):
Isabelle Faletti (00:16:51):
Didn't mean to cut you off.
Peder Aadahl (00:16:52):
That's okay. No, you didn't cut me off at all.
Isabelle Faletti (00:16:56):
Okay, good, good. So I would love to dig into more than what are some of the top tips that you would recommend that churches know about to really grow their church with Facebook ads? I know that when you and I were talking, it was difficult to narrow down, what are even just four top things that we want our listeners to go away with at the end of this, to really feel confident? Because there's a lot that there is to Facebook, and that's why we created two parts of this.
Peder Aadahl (00:17:34):
Isabelle Faletti (00:17:34):
So we boiled it down to four things that churches should know about Facebook ads. So what's the first thing that churches should just start out, if they're new to this concept of Facebook ads?
Peder Aadahl (00:17:50):
Yeah. So the first thing to know and we're going to take this in steps, because of the part one, part two, and just start out with just some of the basic things to just remember right now. The first thing is that you're going to need a Facebook page in order to do Facebook advertising. And there is sometimes where your personal profile can help promote things by sharing things from a Facebook page. I'm sure everybody maybe has done that in some capacity, you've shared post from a Facebook page. Similarly, you can do that with your church. That helps with the organic reach as well. But in this case, we're talking about ads, and in order to do ads, just from the get-go is that you are going to need to have a Facebook page.
Isabelle Faletti (00:18:36):
Yep. For your church specifically.
Peder Aadahl (00:18:38):
Isabelle Faletti (00:18:38):
Yeah. And I know that that is a question actually that we get at ChurchSpring here from our current ChurchSpring members of, they may be struggling to set up their page. And that's because they've created a personal account on Facebook for their church, when in reality you do need a Facebook, it's called a business page for your church. So like Peder said, you have to have your Facebook business page for your church to create ads.
Peder Aadahl (00:19:16):
Isabelle Faletti (00:19:17):
And you want it to be a business page so that new visitors can search for you. They can like and follow your account, so that they will receive notifications, and that they can engage with your live stream. They can share your live stream, other sermons, content that you're posting. I would say this is one of the, well, this is one of the most important factors that churches need to look at before they launch ads. Because if their account is set up in a different way, then they won't be able to launch ads.
Isabelle Faletti (00:19:56):
I've actually helped some pastors before migrate over their personal page that they had set up for their church as a person. You can migrate your personal page to a business Facebook page. It's really easy. It's like in a click of two buttons, I think. So I will link that up in the show notes. So if you're listening right now, and you're thinking, "I think my church is set up as a person, really on Facebook," that's okay. We can fix that. There is a solution. Facebook has thought about that. So again, I'll put that in the show notes after this. And that'll be again, available at churchspring.com/csl021.
Peder Aadahl (00:20:39):
Yep. And a good way to think about that is, is for every person that needs to go and manage that page, or the church profile just overall, is there one login? Or can you add multiple people to, in this case, it would be a Facebook page.
Isabelle Faletti (00:20:54):
Peder Aadahl (00:20:55):
Isabelle Faletti (00:20:56):
Yeah. And I know we have time specifically for Q&A at the end of this. But there's a question that came in right now that is related to what we're talking about. So I'll just pop that on the screen, and then we can answer that. So I think this was Diane, you introduced yourself earlier. Diane you asked, right now we only have a Facebook page for our church, which is good. I'm wondering if we should only have one for our pastor? If so what are their benefits, and how would we have them work together? So Peder, would you recommend that a church create a separate business Facebook page for the pastor and the church?
Peder Aadahl (00:21:42):
First of all, that's a good question.
Isabelle Faletti (00:21:43):
Peder Aadahl (00:21:44):
It depends on what the ultimate goal is, of what you're trying to accomplish. If the pastor wants to be able to do things to promote more-
Isabelle Faletti (00:21:55):
Like a blog.
Peder Aadahl (00:21:56):
Just things.. Ideas that he has, and things of that nature, I mean, there is sometimes a way that you can think of a person that does an outreach to the community, it's got more of that personal feel to it, because it's just one person. And by all means, by the way, if you do do that, yes, you do want these two to be cross posting on each. Absolutely. But I would say first, if that's something you want to begin to explore, the point is, is that, depending on how your church operates, and how you look at that, especially when it's coming from him, he's going to have to be willing to take responsibility of that.
Peder Aadahl (00:22:35):
So if that's not possible, that's not the case, necessarily, you definitely want to just focus in on the church page. I do work with people that do create those personal accounts to do those types of things for ministries and so on and so forth. You just got to remember that for each page you create, it creates another piece of, if you will, digital real estate you have to manage it. Otherwise, it's just sitting there. So that's not helpful.
Isabelle Faletti (00:23:01):
Yeah. Right. Yeah, that's a great way of putting it. You don't want it to be growing weeds. You have to maintain it, you have to mow the lawn, which means you have to be posting content, you have to be driving traffic. So telling people about the Facebook page so that they can like and engage with it. Diane, I hope that answers your question. Drop a comment here so that we can know if we hit that and then we can come back around to that. Okay, so Peder, what would the next step be for listeners to start understanding how to use Facebook ads?
Peder Aadahl (00:23:43):
Yes. So this is a good... The next thing here is to remind or to walk through, is a natural question that we get a lot especially in the Facebook ads community, is boosted post versus essentially using something called the Ads Manager. And the reason why this is important is because everybody here, especially that has a Facebook page or has engaged on maybe your church's Facebook page, you're the one who posts to it, you're probably have seen something like this and, I'm trying to share this screen here. This is just a test page here on my own here.
Peder Aadahl (00:24:21):
But you'll see this section right here at the bottom of a post that says boost post. And when you click on that this opens up a mini little box here that we'll click on here, you can see and it begins to, has a quick way for you to say, hey, if you want to start advertising to a group of people or an audience, you can start doing that. Maybe you've done some things before, so there might be some different things that you see here. But there's some little things that you can add in the sense of a button or to have a call to direct people somewhere, your audience. Things of that nature. These are all very important things that we're going to want to dive through.
Peder Aadahl (00:25:03):
The main thing that I want to talk about right now though, just as an overview, is that this is sometimes a solution, but when you use this solution, you lose control to a certain extent. You lose the ability-
Isabelle Faletti (00:25:19):
And you're talking about boosted posts.
Peder Aadahl (00:25:19):
Boosted posts specifically.
Isabelle Faletti (00:25:19):
Peder Aadahl (00:25:21):
When you promote or use Facebook ads using a boosted post like this, you're losing some control and the ability to target or think of a different way to use a different objective to reach people. Especially when it comes to, when you think about your actual community. These are things that are actually very important to think through. And also, I can see why maybe some people on this call or this livestream, I should say, you've maybe done this before, and you're not even sure if it worked or not.
Isabelle Faletti (00:25:52):
Peder Aadahl (00:25:53):
I don't know how many people I've talked with, churches, but businesses even, this is a common feeling. Like, "I boosted it. But now what?" And that's a great example what a boost post does. Honestly what it does, it just amplifies it. And you lose some control. Now Facebook has gotten better at this using this functionality, but it's still lacking. So the thing that actually is more specific, and you'll actually, I saw this here. I think it might have been in here actually. Here we go, for advanced targeting features, go to Ads Manager. And this is actually the difference I want to highlight right off the bat. This is a very prominent thing, because a lot of you are going to probably get really excited about Facebook ads after this. But this is maybe the thing that you've been familiar with. And I just want to highlight the reasons why this is not as good of an option for people to use. So Ads Manager.
Isabelle Faletti (00:26:54):
Yeah, so the opposite of boosted posts would be Ads Manager.
Peder Aadahl (00:26:58):
Using Facebook Ads Manager.
Isabelle Faletti (00:27:00):
Peder Aadahl (00:27:00):
And I know, this is why it's confusing.
Isabelle Faletti (00:27:02):
Peder Aadahl (00:27:03):
Why are these even split out from each other? And to a certain extent Facebook was trying to make it easier with boosted posts, but ironically, probably confused even more. So that's the scenario with this. So Ads Manager, you would click on it, and I think I can just do this real quick. You'll come to a page that would look something like this. This is the Facebook Ads Manager view. And right away, there's going to be some of you I know, looking at this who are going to be like, "This is confusing." And I don't blame you at all. Because it definitely is, especially when you're starting out. And I just want to highlight, maybe a little tease a little bit what the next part two is. We're going to actually walk through setting up from start to finish. So that's coming.
Peder Aadahl (00:27:48):
But to begin with, this is what it's going to look like, and I actually started creating a campaign. Once again, I said, we'll take care of this next week. But the situation when it comes to promoting something or advertising your church, the reason why Ads Manager is important here is because of what you can actually do. So I'm going to give you the comparison, back and forth here. So with campaign details, this campaign objective, this is something that is lost when you boost a post. As a matter of fact, it says automatic. What in the world does automatic mean? It's trying to assume what you're wanting. And that's not always the right thing. For most of you, there's probably a good portion of you when you're actually promoting something, you're actually wanting people to click on your post and go to something.
Isabelle Faletti (00:28:43):
Yep. To sign up for an event.
Peder Aadahl (00:28:45):
Isabelle Faletti (00:28:46):
Or to learn more about the church or to click to donate to the church.
Peder Aadahl (00:28:53):
Isabelle Faletti (00:28:53):
Peder Aadahl (00:28:54):
Exactly. And actually, let's go back to these two examples. This one right here, the people needed to click to come to the website to actually sign up for Monday night childcare. So they had to do that. So we didn't want to just have something that was automatic, we wanted to say, hey, we need people to come to the website. That was this traffic idea. There are some other things over here that are little more advanced, but this is the main thing that I just want to highlight right off the bat. The majority of you who are trying to promote something on Facebook, through Facebook advertising, you're trying to bring people over. Even this one, this giving there was a specific link that people needed to go to in order to give. We needed to drive people to that link in order for that to happen.
Isabelle Faletti (00:29:42):
Yes. That was good. And like you said, Peder, it can be overwhelming to just look at, or just to hear of something called an Ads Manager. And for those who are listening if you're confused right now, take a deep breath first off, and put your question in the comment below and we can answer that specifically. And as Peder had mentioned, next week, we will walk you through literally step by step of how to create the ad in this Ads Manager. But you do have to understand the foundation of Facebook ads before you can get to that level so that you can, yes, understand, what is the goal, what do I want from this Facebook ad? If I'm pushing out a Trunk or Treat event, what do I want them to do? I want them to click on this Learn More button, to go to my website to sign their child up for the trunk or treat. So that's the foundation that we're creating here right now.
Peder Aadahl (00:30:46):
Yeah. And I want to just maybe highlight maybe somebody's comment here. Keith Goodman, he had a great comment he says, "I'm guilty. I have no idea if my boosted posts made any difference." Keith, I hear you, man. Okay? I got you. You're not alone in that camp. I just commend you for even being honest about that. Because that is a common feeling. That's a very common feeling. And like I said, we'll get into this later. But when you use Ads Manager to promote things, you actually see what happened.
Isabelle Faletti (00:31:22):
Peder Aadahl (00:31:23):
You see how many people you reached, you see only impressions, you see how many people clicked on the link to come to the website. And you can even get so far as to even say, I mean, this is a little more technical sometimes, but you can actually see, for example, in this case, how many people actually did a submission potentially. So there's lots of different things you can do when it comes to Ad Manager versus boosted post. Boosted post, once again, it's like we're just attempting to believe what we think you want. Versus when you're using something like Ads Manager, going back to this, you're actually stating this is the objective that I want to [crosstalk 00:32:02].
Isabelle Faletti (00:32:01):
This is what I want to happen. This is what I want my audience to do.
Peder Aadahl (00:32:05):
And by the way, Facebook, once they have this lead of direction of what you want, everything becomes a whole lot easier. As a matter of fact you're, to this start moving into the next section here of targeting and budgeting, it becomes a lot more easier to direct this. And Facebook knows what to do. If you want traffic, we are going to go out and reach people who we think are actually going to click based on the parameters of what you're targeting.
Isabelle Faletti (00:32:33):
Peder Aadahl (00:32:34):
Isabelle Faletti (00:32:36):
And I want to really quick address Carla's comment that she had real quick. So I'll pop that up here. So Carla, you said, so, are you saying the ads reach more than just a regular post on your church page? And then you also had a question, is there always a charge for Facebook ads? So I want us to talk about that first before we dig into the next two points here. Because I'm so glad you asked this, Carla, because this is so important that we understand the answer to this question.
Isabelle Faletti (00:33:12):
So back to your first question, Carla, are ads more than just a regular post on your church page? Absolutely, yes, it is. So when you have your Facebook page for your church, and you create a post, you post about an event or a sermon, you're linking back to your website. First off, that's great. You need to be posting-
Peder Aadahl (00:33:37):
Isabelle Faletti (00:33:37):
... on your church Facebook page.
Peder Aadahl (00:33:39):
Isabelle Faletti (00:33:40):
Yes, continue doing that, please. That's not what we're saying.
Peder Aadahl (00:33:44):
Don't stop doing that.
Isabelle Faletti (00:33:46):
However, the only people that see that post are anybody who is following your Facebook page, who's clicked the like, or the follow on your page. And then as Peder mentioned, out of those followers that follow your website account, I'm sorry your Facebook account, only a small percentage, what did you say, Peder, 5.5?
Peder Aadahl (00:34:12):
Isabelle Faletti (00:34:13):
Yeah. So 5.5 percentage of those people will actually see what you're posting. And there's a lot of different reasons of why that is Peder, you may be able to explain it better. But to sum it up, there's the Facebook Feed, when you log in and you go to your newsfeed, there's only so much space on that. It's like real estate, and you have to almost rent places on that newsfeed sometimes to have more people see your post. So Peder, feel free to add anything about that and then maybe answer her second question of, if there's always a charge with Facebook ads.
Peder Aadahl (00:35:01):
Yes. So just going back to the idea of the algorithm a little bit. To a certain extent, this is Facebook's decision. So I want to be very clear on that. We're building things on their platform.
Isabelle Faletti (00:35:17):
Yes, Facebook is the one who controls it, ultimately.
Peder Aadahl (00:35:20):
Controls it all.
Isabelle Faletti (00:35:21):
Rohn always says, we are choosing to play on their playground, this is Facebook's playground, and we are willingly playing by their rules.
Peder Aadahl (00:35:30):
Correct. So because of that, and to Isabelle's point, the newsfeed of an individual when they log into Facebook, they have friends, they've liked a lot of pages. There's a lot of things that they've done so far, and Facebook is trying to promote the content that they feel is going to provide the best experience for that user. By the way, sometimes that is your Facebook post, from the church page. So in other words, it can be seen, but the reality is, is that the content from Facebook pages overall, is greatly diminished compared to friends of an individual, let's say or something of that nature. And because of that then your post is only going to reach so far.
Peder Aadahl (00:36:17):
And the also reality is, is that as people engage with your Facebook post from the church's page, you may end up having say, only 5.5%. And it might be the same 5.5 for a long time. Roughly. You're going to have some ups and downs there may be a little bit, but it can be maybe roughly the same people. Because they've engaged with it, and Facebook just showcases it to them. So I want to be very clear on that, though. That does not mean you should not post on your Facebook page.
Isabelle Faletti (00:36:49):
Peder Aadahl (00:36:49):
You should post to your Facebook page. Think of it this way, especially in this case of a church's Facebook page right now, in 2020, it's good to know and see there's things that are happening-
Isabelle Faletti (00:37:04):
Peder Aadahl (00:37:05):
... at the church. And when people come to your page, and look it up, especially if you do live streams or something like that from your Facebook page, they're looking for activity, is what it comes down to.
Isabelle Faletti (00:37:17):
Peder Aadahl (00:37:19):
And so you don't want to not do that. I can move on to the second question, if you'd like, unless there's something else you want to add to that.
Isabelle Faletti (00:37:26):
Yep, no, that's perfect.
Peder Aadahl (00:37:28):
Okay. So to answer your second question about, is there always a charge with Facebook ads? The answer is yes. There's always a charge with Facebook ads. And when it comes to working through a budget, there's some things I want to identify. Number one, you can always end it whenever you want. You could literally start an ad and after starting to run 10 minutes later, you might be like, "Nevermind." And you could pause it. You could-
Isabelle Faletti (00:37:58):
Yeah, you're not locked in on anything.
Peder Aadahl (00:38:00):
You're not locked into anything. Everything is in your control. So when you want to start and stop it. There is some reality of to a minimum budget that you have to think about and it is very small. It's $5 a day in order to promote something with Facebook ads. So-
Isabelle Faletti (00:38:18):
Yeah. Well, yeah, if you could talk more about budget then, I think that would help Carla understand more. And we had, let me pull it up here, Brian. He mentioned that he's tried both boosted and Ads. And he's had zero success with either. And Brian, I mean, there could be a lot of different reasons for that.
Peder Aadahl (00:38:38):
Isabelle Faletti (00:38:39):
And Peder, actually will, I'll tell you more about this at the end of this episode, but Peder is very generously offering a free 30 minute consultation call for those who would maybe want to work with him. And so Brian, that could be a good opportunity for you to hop on the call with Peder and he can help identify what's going on with your ads, what are potential next steps that you could take. So I'll mention more about that, but that could be a good fit for you, Brian.
Isabelle Faletti (00:39:13):
But budget, which I know Peder, will talk about here, and who you're targeting, that can greatly impact your Facebook ads. If you don't have the right budget, or if you're targeting the wrong people based on your ad, based on again, whatever you're pushing out there. So your event, your sermon, a come visit us ad, then it may not resonate with the right people. So those are the two things that I would look at Brian, your budget and who you're targeting, and probably, definitely your content. So what is the actual ad, what is the image? We'll talk about that more next week. So Brian, stay tuned and hopefully, what we have here next can can help unpack some struggles that you may have had in the past.
Peder Aadahl (00:40:06):
That you maybe having, yeah. Yep.
Isabelle Faletti (00:40:07):
Peder Aadahl (00:40:09):
No. And Brian, I hear you on that as well. So yes, that's a good question. And maybe here, just to start, yeah, to your point Isabelle, heading down into the budget, especially some of the targeting, if you don't mind, we can share the screen again, here. I think it can help understand some things for people. So I'm taking a little bit of a note out of, take an example of an area, of Colorado. Springs, Colorado.
Isabelle Faletti (00:40:43):
Peder Aadahl (00:40:43):
All right. I know somebody here-
Peder Aadahl (00:40:44):
... likes Colorado.
Isabelle Faletti (00:40:46):
Just a little bit. Just a little obsessed with my state.
Peder Aadahl (00:40:51):
Just a little bit. So with Facebook, you can get very granular on how you can target and the objective, but just to start things off, that everybody can probably understand. Just going back to the idea of, our objective is traffic. We're wanting to get people to come to a page, somewhere on our website, probably somewhere in a church website. So the reality is, is when you come down here, you want to make sure that everything, when it comes to targeting is appropriate. And by the way, if you boost a post, there's no guarantee that when they say automatic, they're also assuming things. So this is another reason why boosted post isn't great, because if you can see here, location, live in United States 18 to 65 plus. That is everyone. That is everyone on Facebook, essentially. And that's something you got to think about here as well.
Peder Aadahl (00:41:45):
So you can actually come down here, you can edit the ages, to whatever you want it to be. Okay? And then on the right hand side, you're going to begin to see a pocket of people and how that changes. The amount of people, potential reach you may have with your ad. And then down here, you also begin to see a good idea of the amount of the objective that you have, in this case, link clicks or traffic, if you want to think of it that way. How many link clicks are you going to get theoretically, with the budget that you set? Now, this is set for a $20 budget. But I just want to give an example, what happens when you bring it down to 10.
Isabelle Faletti (00:42:24):
And that's every day, $20 a day.
Peder Aadahl (00:42:27):
$20 a day.
Isabelle Faletti (00:42:28):
Peder Aadahl (00:42:28):
You can see when I bring it down to 10, everything adjusts. I'm going to reach up to 1.9, at least 651 people probably, and then one to 10 link clicks. And this is something I also want to point out, and Brian, this may be a feeling that you've had is, to certain extent when you're doing Facebook ads, understand that, especially when you're starting out, you have to keep that in mind, you are starting out. You're going to have somewhat of a learning curve. Hopefully this makes the learning curve a whole lot quicker. So you're not using boosted posts just for, just out there letting Facebook decide everything. Whereas this is you're actually coming in and saying, "You know what? I want to reach people in Colorado Springs," because that's the other reality is, is that once again, this can default to all of United States, so you [inaudible 00:43:18] that. You might say, "I only want it to be though, within 10 miles." And that adjusts your reach as well. And you can add other locations, by the way as well.
Peder Aadahl (00:43:33):
And then you can even exclude different people. So you could even, and different things of that nature. Or narrow the audience. And you could say people interested in church, I think we can do that. Interests, there we go. Just an example. You can get very specific. Now 3,300 people, that's not a lot of people. So typically, I would always say you want to begin to start expanding it. But that's where you can do additional things where Facebook just tried to make it a little easier for you, is where this is their initial focus. But you see this detailed target expansion reach people beyond your detailed targeting selection is when it's likely to improve performance. If I click that, it really opens it up again, but it has more consideration of what I'm looking for appropriately, based on what I've set for targeting.
Isabelle Faletti (00:44:24):
Peder Aadahl (00:44:24):
Isabelle Faletti (00:44:26):
So for someone who's starting out with Ads, is there a recommended budget that you would say that they should just start with?
Peder Aadahl (00:44:35):
Yep, absolutely. When you're just starting out with Facebook ads do not feel bad about doing the minimum. Five dollars a day. I would say do five to $10 a day. And just because I'm also the type of guy that is not going to recommend you, just spend money to spend money either.
Isabelle Faletti (00:44:51):
Peder Aadahl (00:44:52):
Now given, if you're promoting something that's good, I guess one thing you can always understand is, when you're promoting that it's reaching people in your community. So there's always going to be a side benefit in some capacity on that. But when you think through what is your ultimate goal, and in this case, probably you're trying to understand, in this case using the example we have here, you're trying to bring people to your website. That's what you're going to want to focus on. And in the beginning, you might just get what we would call a benchmark, where it costs X amount to get somebody to come to the website. And then that's when you can begin to say, "This looks good," or depending on what they're coming to the website for, maybe they are taking advantage of that in some capacity. And then you can say, "Okay, we can expand this more." Or maybe we need to take a step back, adjust something within the ad, and then restart it again, and see what we get. So-
Isabelle Faletti (00:45:56):
Yep, yep, okay. That's great. So really starting out $5 a day, you can always increase it as you want, you can always do another ad next month, and increase the ad budget to $10 a day. And you can just see the difference that you make it. So you will, as Peder just walked through, based on your budget, how much you're spending a day, you will be able to reach more people. That's how Facebook has set Ads up, based on how much you pay, they will let more people see your ads on their newsfeed, on the platform. And then they have an algorithm based on how many people view or potentially can see your ad, they then calculate how many people will take action based on your goal, so click on your link, watch the video, etc.
Isabelle Faletti (00:46:56):
So don't be overwhelmed by budget. I know it can feel a little scary of, I mean, this isn't your money. This is money that your church congregation has donated. I mean, this is money that you want to be using wisely. So that's why we recommend just start out low, and you can always increase it as you get more comfortable too, with it.
Peder Aadahl (00:47:23):
Right, yep. And I will say this much, keep in mind that when you're targeting a local area, you don't need as much as maybe you are, when you think of somebody using Facebook ads, like a target or something like that. It's like, well, we don't have those types of funds. No worries. When you're targeting, especially your local area with a radius of five to 10 miles or something like that, keep in mind, there's only so many people in that radius to begin with.
Isabelle Faletti (00:47:52):
Mm-hmm (affirmative), exactly. Yeah. Yeah.
Peder Aadahl (00:47:55):
Isabelle Faletti (00:47:57):
That's a great point, Peder. Because that also impacts who you're targeting, and that impacts what your ad is.
Peder Aadahl (00:48:07):
Isabelle Faletti (00:48:09):
Lynn here, I'll just pop up her post here. She is a great example of using Facebook ads. Lynn, you said, "We are a small rural country church with normal attendance around 40 each week. We had a bonfire two weeks ago with hot dogs, S'mores and a movie. And we had over 75 people attend. Many saw it with our Facebook ad. It does work that."
Peder Aadahl (00:48:35):
Isabelle Faletti (00:48:36):
Peder Aadahl (00:48:36):
Oh, that makes day. That just made my day. Way to go, man.
Isabelle Faletti (00:48:40):
That's great, yes. So a big part of what Lynn was doing with this Facebook ad was probably targeting people specifically in his area. So he chose wherever he is, so Peder just showed Colorado Springs for example. He chose people in Colorado Springs. He probably selected specific ages, maybe parents specifically or families, people who may have liked movies. There's a lot of, we won't go into that detail today. But he specifically chose people in his area and invited them to a hot dogs, S'mores, movie night, bonfire. And people came. It works.
Peder Aadahl (00:49:30):
Yeah. And Lynn here says yes, very specific targeting.
Isabelle Faletti (00:49:34):
Peder Aadahl (00:49:35):
And I would also say is, Lynn, this is a great example. Because Lynn just highlighted the concept of, this is a rural area. So you don't even think about, this is only for people inside of big cities or things of that nature. This can be used wherever. Because the reality is Facebook is wherever to be honest.
Isabelle Faletti (00:49:59):
Right. It is everywhere.
Peder Aadahl (00:50:02):
And that's reality. So yep, that's a great example.
Isabelle Faletti (00:50:06):
Yeah, I love that. Thanks Lynn for sharing.
Peder Aadahl (00:50:08):
Isabelle Faletti (00:50:08):
I really like to hear that. So Peder, we have a few questions of people asking, okay, so what are some actual ideas then, of ads that I could be pushing out or promoting? Nikki asked what type of content should we be promoting through ads? Melvin, you had a question of our church's moving into a new location, send some ideas, please. So could you just maybe give one example of what that would look like or what some ideas would be for content to promote? I mean, I think Lynn, with his bonfire, that was a great idea. What are some other ideas that you would recommend that churches who are new to ads that they could be promoting?
Peder Aadahl (00:50:58):
Yeah. So I want to be very clear. It's good to... I mean, we have, for example, one thing to think about right now is the holiday season is coming upon us. And obviously, every location across this country and this world for that matter has got its own unique situation for the church. If you think about this as a church, what is our ultimate goal of what we want people to do? Maybe that is attend a thanksgiving service, a Christmas Eve service, whatever, things of that nature. I want to be very clear, people are always thinking at this point of the year that this is when they go to church.
Isabelle Faletti (00:51:42):
Peder Aadahl (00:51:44):
So I want to be very clear that it's good to promote those things. And I would even say, highlight the fact somewhere on your website, if that is the case, and you want to promote something like that, that it's one page that has information about what time something like that, and also something maybe below, if you feel more comfortable watching from home, this is the way you can do it as well. Just things of that nature. That's a quick content piece there. But shoot, who was it that asked the moving thing...
Isabelle Faletti (00:52:15):
That was Melvin.
Peder Aadahl (00:52:15):
Melvin. Thank you.
Isabelle Faletti (00:52:15):
Peder Aadahl (00:52:15):
Isabelle Faletti (00:52:19):
We love Melvin.
Peder Aadahl (00:52:19):
It's a good question. So I'm going to be honest, I'm taking a playbook out of actually, it wasn't completely of ministry, but something I did learn about moving location. You want to make it fun, make it exciting. You could have an interesting thing where if you could find a big box, okay? All right, you can do a concept of putting kind of a fun thing where I heard the concept of, you put somebody in the box, like "All right, we're moving," and then you wheel it back and forth, and then the next scene shows them wheeling up and they pop out of the box, it's a new location.
Isabelle Faletti (00:52:58):
That's funny, yeah.
Peder Aadahl (00:53:01):
And you can expand upon that however you'd like or use that however, but it's a good example to make it showcase, "Hey, we have a new location." And everything of that nature comes with us out. And-
Isabelle Faletti (00:53:14):
That's a fun idea, a lot. And so Melvin with that concept, you can let's say record a video or a picture of someone in the box, the pastor in the box, and then you can use that as your ad, and you can target the location around your new church address.
Peder Aadahl (00:53:34):
Isabelle Faletti (00:53:35):
So you're specifically inviting your new neighbors at your new location, to come in attend. If you're having a housewarming party, a church warming party or a barbecue or, I guess we may not with COVID. Whatever the new norm of a housewarming party would be, invite your neighbors to that with ads by specifically targeting your neighborhood that specific area.
Peder Aadahl (00:54:08):
Yep. This is another thing, for example, that I'll just throw out there when it comes to something like, think about the ministries you have right now. And if you want to promote something that works to try to bring people in, there's a couple of things that are really important to do. Have some transparency or at least showcase and I have something that fits the current situation sometimes a little bit. Lynn, I'm not going to pretend, I mean, you did such a great example here with the campfire. But the reality is that that's an outdoor event, and right now, those things are probably going to be very much more popular.
Peder Aadahl (00:54:48):
The other side of that is, is when it comes to, if you're promoting a ministry, for example, like you saw earlier about maybe Monday night childcare or something of that nature, you're bringing people into the building. And one thing that we noticed was just the fact that you actually take a tour of what it's going to be like. So when they get there, it's very familiar. You actually almost walk through the process of what it's like for them to come in. And so they get very familiar, they understand everything of that nature, especially in a season like this. Sometimes we say something like preparing the foods for the kids, they got masks on, whatever it is. You're just highlighting different things that nature. So your ministry is working to meet people where their need is right now, while also understanding that these are unique times, and you're also trying to address those things. Yes.
Isabelle Faletti (00:55:38):
Yeah. I love that point, Peder, and I will reiterate that. Look at your current events, look at your current community outreach ministry, and what are you doing to be reaching your community. And that's your content right there to be promoting for ads. Bill here, he commented, another great example. He said, "We're having a sing along in mid December, outdoors in a garden area, singing, hot chocolate, snacks and a short Christmas related message. First time outside." Yes. That's awesome, Bill. That's your content right there, that you can promote as an ad for people in your area.
Isabelle Faletti (00:56:19):
And Bill, you asked how important is it to use a brief video? I think we'll actually keep that question for next week, where we can talk more about the specific different type of content. So for your ad, what does it actually look like? Should you use an image or a video? Is one better than the other? So Bill we'll answer that next week, because I want to make sure that we give that enough time because you're ad creative. So whether you're using a picture or a video, etc, that is an important part of your ad. So make sure Bill, to attend next week and we can talk about that. However, yes, if you have a video definitely use video content.
Peder Aadahl (00:57:03):
Isabelle Faletti (00:57:03):
Yeah. Yep. Okay. So Peder, oh, wow, this was a great, great time we just had. If people are wanting to launch ads, but they're feeling a little overwhelmed at launching the ads, they may still have some questions, what are the next steps that people could take to work with you specifically?
Peder Aadahl (00:57:29):
Yes. So to work with me specifically, you can go to, we've highlighting this link here before, you can go to digitaloutreach.church/cs. And there should be a link on there to schedule a call, a consult call. And find a time that works for you, and we'll hop on we'll talk through some things. And hear what your needs are. We'll try to figure out how to solve those needs. Because yeah, I mean, the reality is this is one of those opportune time of the year when people are going to be thinking more and more about church activities.
Isabelle Faletti (00:58:07):
Yeah, yeah. And I mean, Peder, again, he is very generously offering this 30 minute free call, people pay Peder for these consultation calls. And so thank you, Peder, for offering this to ChurchSpring Live viewers and audience here. So I would encourage everybody listening, go to digitaloutreach.church/cs and set up a free 30 minute consult call with Peder. He's the best in the business here. He, yeah, I cannot stress this enough. So if you want to start running Facebook ads, but you're just you still have questions and you need a trail guide to help lay out the road before you, Peder is your guy for that. He has a ton of creative ideas, he can take a look at your Facebook ads or walk you through what your Facebook ads are and help you create a strategy so that you can grow your church. Because that's what we're here for, we want to be helping your church grow and become a healthy church.
Isabelle Faletti (00:59:18):
So thank you for offering that Peder. So again, digitaloutreach.church/cs. I'll be sure to include that in the show notes afterwards. So for those of you, if you don't have pen and paper, you may be just listening to this on the go, you can refer to that at the end of the show.
Isabelle Faletti (00:59:36):
So I do want to encourage everybody who is listening to take action. Have some commitment. You showed up today to talk about and listen about Facebook ads, which can be a scary topic. So first off, good job, give yourself a pat on the back, because you're taking the next step to really grow your marketing to reach your neighborhood in a whole new way. So good job. I'm all about celebration. And I want to celebrate you even more so. So this week, I want you to commit to just identifying an event, a promotion that you have within your church that you can use for a Facebook ad to reach your community.
Isabelle Faletti (01:00:24):
So go through your current events schedule, your current calendars at church, and identify what is an event or something that I can use as a Facebook ad to promote to reach my community? So go ahead and add that in the comments, if you know right now, what is something that you can use for a Facebook ad. Let me know. And put it in the comments. And then next week, when we have ChurchSpring Live, we will be talking about how do you take this idea, let's say your trunk or treat. My Church has that coming up. How can you take this idea, this event to promote and actually put it out there in the great Facebook world? Yeah.
Isabelle Faletti (01:01:10):
So Peder, again, thank you so much for coming on today and just helping everybody learn more about Facebook ads and removing some confusion. I'm excited about next week, because we'll be talking about part two of Facebook ads and getting more in the weeds, instead of setting the foundation to get into the weeds. So for everybody, I do want to invite you for next week ChurchSpring Live Episode, 22. 022. What? 10:00 AM Central Thursday, October 22nd, Peder's going to walk through the exact steps that you need to take to actually launch your Facebook ads. So how to take the concept, I see some ideas. Melvin Keith, yes. An annual turkey giveaway. I love that by the way, that's a really good idea. How can you take that concept of the annual turkey giveaway and create an ad. So he's going to give specific tactics, it can feel like a black hole, the Ads Manager as we had already mentioned today, if you don't have a trail guide to really help you navigate Facebook Ads Manager. So you don't want to miss this episode. Next week, 10:00 AM Central Thursday, October 22nd. We'll be digging into that.
Isabelle Faletti (01:02:34):
If you're new to ChurchSpring, and you're not yet a member, I do want to invite everybody to get to know us a bit more. Go ahead, and we really have two great options for you if you're new to ChurchSpring. Our co-founders, Mike and Rohn, they are amazing. That'll be a whole nother episode. We will have both of them on. But they've recorded a demo webinar of our ChurchSpring platform, and they show behind the scenes of what a ChurchSpring website even looks like. And they answer a ton of frequently asked questions. We have a live chat.
Isabelle Faletti (01:03:12):
So if you want to learn more about ChurchSpring and how it can help your church website, go ahead and sign up for a free webinar at churchspring.com/demo. It's free. We have webinars that starts every 15 minutes Monday through Saturday, so it should fit within your schedule there. Or if you just want to dig in and get your hands dirty and see what ChurchSpring is all about, then you can also try us out for free at churchspring.com/trial. It's a seven day trial, no commitment, you can cancel anytime. During the free trial, you have full access to the platform. So you have full access to the support team, to any features. So you can really get a real life example of what it'll be like to be with ChurchSpring.
Isabelle Faletti (01:04:03):
So again, thank you everybody, for spending your Thursday morning with us. The show notes and replay will be available at churchspring.com/csl021. So make sure to go back this week, re-listen to it. If you need to have a refresher, and if you have questions for us for next week, as we talk about Facebook ads, how to actually create it. If you have questions for Peder here, let us know. Send us the question.
Peder Aadahl (01:04:38):
Isabelle Faletti (01:04:38):
And we will make sure to cover that. So all right. Thank you everybody again for joining us. I cannot wait to see you all next week, Thursday, October 22nd. Don't forget to reach out to Peder. He's your go-to guy for Facebook. All right. Thanks, everybody.
Peder Aadahl (01:04:55):
Isabelle Faletti (01:04:55):
Have a great week.
Peder Aadahl (01:04:56):