11 Facebook Ads Tools For Churches | Ep. #173

Pro Church Daily is the show where - in ten minutes or less - you’ll get your daily dose of tips and tactics to help your church share the message of Jesus, while navigating the biggest communication shift we’ve seen in the last 500 years.

August 10th, 2018

You’re ready. You want to make a Facebook Ad for your church. Brady shares 11 tools that you can use to help maximize the effectiveness of your Facebook Ad.

What’s In This Session?

Show Notes & Resources Mentioned

The Full Transcript

Alex Mills: Well, hey there, and welcome to Pro Church Daily, the show where in 10 minutes or less, you’re going to get a daily dose of tips and tactics to help your church share the message of Jesus, while we try and navigate the biggest communication shift we’ve seen in the last 500 years. I’m your host, Alex Mills, joined as always by the boss man, it’s Brady Shearer, and today, we’re going to talk about 11 Facebook Ads tools for churches. 

Brady Shearer: We’re closing out Facebook Ads Week here at Pro Church Daily, Alex, on episode 170. We talked about how to run a Facebook Ads campaign for your church. If you’re trying to understand the big strategy behind how you can make Facebook Ads work for your church, that episode’s for you.

Alex Mills: Four easy steps.

Brady Shearer: Then, in episodes 171 and 172, we shared a total of six successful Facebook Ads campaigns from real churches. We talked about the targeting. We showed you the creative. We showed you the ad copy. We showed you what was on the landing pages. If you’re thinking, “How does this work in a real context,” go there. 

Now, you’re ready. You want to make a Facebook Ad, you need the tools to maximize it, to make it the best it’s gonna be. These are the 11 tools that we use, that other churches use, to crush their Facebook Ads campaign, so let’s go through each of them.

The first is the Facebook text overlay tool. This is a tool provided by Facebook itself. There are certain rules about how much text you can put on your graphics.

Alex Mills: I couldn’t believe this when I made my first Facebook ad years ago. I made this sweet graphic. I was so pumped about it. I upload it and they’re like, “There’s too much text on this crap.”

Brady Shearer: But you would love us to show people this graphic.

Alex Mills: What do you mean there’s too much text on this graphic?

Brady Shearer: Facebook rules. They don’t want any more than about 20% of the graphic to be covered in text. But thankfully they’ve created this tool where you can upload your graphic beforehand and it’ll tell you, yes, this is good to go, or no, too much text and you should fix it. That way you don’t run a campaign and then get that dreaded email from Facebook saying, “Your ads could be delivering better, but you suck.” And you’re like, “Well, wasted money.” Check the text overlay tool first, and again, all of the links to these tools will be linked in the show notes for this episode of Pro Church Daily.

Second tool that we recommend you download and use is the Facebook page app for your phone. The reason you wanna download it is because when you start running Facebook ads, you are going to start getting more comments on your Facebook posts than ever before, because more people are seeing them. And as a rule of thumb, some of these comments are gonna be ones that are ridiculous. You’re gonna be like, “Hey, come to our fall festival. It’s free for kids.” And someone’s gonna come and be like, “Churches are from Satan.” And you’re gonna be like, “Okay.” Or someone else is gonna come like, “What about the Holy Spirit?” And you’re gonna be like, “Oh man.” Church people are the worst. Non-church people are the worst. You just wanna hide those comments. You just wanna delete those comments.

Alex Mills: You wanna do it quickly.

Brady Shearer: You wanna do it quickly. So download this app to your phone so you can get a notification and be like, “Oh, we don’t want that comment to be showing,” and delete it or hid it.

So that’s tool number two. Tool number three is ad espresso. If the Facebook ads manager scares you, confuses you, ad espresso is a third party Facebook management tool that will show you how to easily use Facebook ads and run Facebook ads. Three things that I love about this tool, ad espresso, number one, it simplifies the Facebook ads experience. We’ve shown you exactly in the last couple of episodes of Pro Church Daily, how to run Facebook ads. But if you get inside that Facebook ads manager and you’re like, “This is a beast,” use that espresso. It’ll simplify the whole experience.

Second thing it does great is robust analytics. The great thing about Facebook ads is you can demonstrate exact ROI with your outreach and marketing efforts and you can say, “Here’s exactly what we earned and learned from these Facebook ad efforts,” and ad espresso has great analytics for that. And then finally, they have a free tool, free training, called Ad Espresso Academy that’ll show you, hey, here’s exactly how to run Facebook ads. Follow these best steps and best practices. So again, if you’re confused, for free they’ll show you exactly how to do that.

Another option, tool number four, is called Quaya, again, a third party tool on top of the Facebook ads manager. It has an ads scheduler. You can split test your ads to see which ones are gonna perform better. So this is what’s great about digital: you can’t do this with print out mailers or physical ads where you just got one shot at it. With Facebook you can test two different images, split test them using a tool like Quaya. You can see quick one performs best. Stop spending on the one that sucks.

Alex Mills: Double down on the other one.

Brady Shearer: Double down on the one that’s winning. They also will give you a free training session with an actual person when it comes to using Facebook ads, so that can be helpful as well.

Tool number five: co-schedules headline analyzer. The copy of your Facebook ad is so important when it comes to resonating with your prospective new visitor, potential new visitor to your church. The co-schedule headline analyzer is free. You just post, paste in your copy, and it’ll tell you based on word balance, character link, and word emotion. Here’s with a score of, I think it’s 100, that they’ll give you on your headline, which is really cool.

Alex Mills: That’s really helpful.

Brady Shearer: Tool number six, Click Funnels. When you are running Facebook ads, you will need to point people to a landing page, a page on your website that is dedicated to the specific ad you’re running. Do not point people to your church website’s home page. Your home page is important. It’s amazing. But these are not what Facebook ads are for. You wanna point people to a specific page. So if you’re running a Facebook ad for your fall festival, you wanna create a page specifically for the Fall Festival that you point Facebook ad visitors to. How are you gonna build this? Well, you can use a landing page builder like Click Funnels or, tool number seven, Optimize Press, I’ve also found good success with them, that’ll alow you to build a landing page specifically optimized for the Facebook ads experience, for conversion, so that you don’t waste any of the money that you’re spending by sending them to another page when it is really not made for the Facebook ads.

Alex Mills: Okay, cool.

Brady Shearer: Tool number eight, Hot Jar. You’ve made your page, you’re sending people there, you’ve split test your images, you’ve got the headline analyzer, you’ve got the great headline. Now what Hot Jar will allow you to do is install a little bit of code onto your website. You can actually record the web sessions of a person, anonymously, that lands on your page. So you can see what happens when someone lands on your page. They’ll give you heat maps so you know where they’re hovering, and you can see exactly where they’re interacting. So if you have a sign up form on your landing page and your goal is for people to fill out that form, you can watch and see what people are doing. Okay, they scroll all the way to the bottom, and then they scroll back up, and then they hover over this, and then they decide to do this. This will give you real insights into what’s actually happening when someone who’s never been to this page before actually sees it. Because you built this page probably. You’ve seen it way too many times to be objective. You can actually track what people are doing, and then you can make informed decisions on what you adjust, what you would keep the same, based on what real visitors are actually doing.

Alex Mills: So good.

Brady Shearer: Tool number nine, iPhone Portrait Mode. When it comes to the image, to the ad creative, of your Facebook ads, we recommend using real photos, smiling people from your church. Now, in episodes 171 and 172, where we showed real examples of Facebook ads, you can use obvious stock photos to apparently good results. I would recommend that you not do that. Use iPhone portrait mode, which will allow you to blur out the backgrounds of the photo that you’re taking. It’s called shallow depth of field, called [inaudible 00:07:09] in photography, usually reserved for high ends, DSLR cameras that only Alex Mills can afford and he can operate. Well, not anymore. We can all be just as good as Alex Mills and put him out of business and force him to work at Pro Church Tools.

Alex Mills: That’s literally what happened. So here we are.

Brady Shearer: So here we are. iPhone Portrait Mode on your phone to take great photos. And then what do you do with those photos? Tool number ten, you bring them into Canva to add some text, not too much text.

Alex Mills: Definitely not too much.

Brady Shearer: And you construct your ad creative using a free tool like Canva.com, and then finally, the final piece of the puzzle, is follow up. You can use a free tool like Mail Chimp so when someone signs up to your fall festival sign up form and they get an email, what you wanna do is you wanna send them an email, follow up with a tool like Convert Kit. So this is the tool that we like to use because what it allows you to do is it allows you to tag different subscribers based on where they come from, what form they come from. So for instance, you could create a form and convert kit for the fall festival. So when someone fills it out, you then tag them as fall festival and then you sign them through the automatic email sequence, the follow up. “Hey, we’re so excited to have you at fall festival. Here’s the information, the date, the location. We can’t wait to see you.” And that way they can be added to your general overall list in your email campaign, in your email software, but you can actually identify them as where they came from exactly. So it’s really cool.

Mail Chimp, I believe, is adding this feature or already has it. Convert Kit has kinda forced Mail Chimp to add some more robust features. I think just this week they announced, or last week, they announced that segments were being turned into tags, which is nomenclature verbiage that Convert Kit uses. All of these people, all of these platforms, are pushing the needle forward, which is great. But the final part of the Facebook tools you need to consider is that follow up.

Alex Mills: These four episodes, these 11 tools, at this point you should be ready to make a great Facebook ad for your church.

Brady Shearer: Episode 170, the giant strategy of how this all works. 71 and 72, real examples of churches that have done this successfully, six of them. And then this episode, episode 173, the tools that you need to make it all happen. Go crush Facebook ads for your church. The featured resource we wanted to highlight for this episode of Pro Church Daily, the perfect church homepage infographic. We looked at all these iTracking studies and identified the elements of your church’s website on its homepage that you absolutely need. Don’t forget any of these. You need all of these elements. It’s in this infographic. It’s free to download. Linked in the show notes. That’ll do it for this episode of Pro Church Daily. We’ll see you next time.