Why and How Your Church Should Utilize Facebook Ads

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Outreach and marketing for churches is way more intricate than it used to be. Should you roll with mailers, door hangers, radio ads, TV ads, social media, or something else? I’ve found Facebook to be a valuable resource for reaching people in my community.

 

WHY?

 

TONS OF PEOPLE USE IT

Use Facebook ads because so many people are on Facebook. Here are some fascinating stats:

  • 59 billion monthly active users
  • 038 billion daily users
  • 72% of online adults visit Facebook at least monthly
  • The average Facebook user spends 20+ daily on it
  • 91% of millennials use Facebook

 

YOU CAN EASILY TARGET YOUR AUDIENCE

If that many people are on this social medium, and are on there that often, then go where the people are!

 

Furthermore, you get to target your audience really specifically. As Brandon Cox says, “You can get as specific as advertising to single Moms, age 37, within a 5 mile radius of Bugtussle, Kentucky who have indicated an interest in hair growth stimulants for gerbils.”

 

HOW?

 

Let me explain a step-by-step process of how you could/should create Facebook ads for your church:

 

  • The practical way to create a Facebook ad:

 

  1. A) Post the content on your church’s Facebook page.
  2. B) Where the picture below says “Not Boosted,” click that so that you can begin the process of “Boosting,” AKA creating an ad.
  3. C) Go through the step-by-step process it gives you from there.

Screen Shot 2016-01-27 at 6.32.25 PM

 

  • Post Content Natively within Facebook

 

I love Hootsuite, but Facebook doesn’t. I know some people who have their tweets automatically show up on their Facebook feed, but Facebook’s algorithms make it where fewer people see Facebook updates given this way.

 

Some of you upload your sermons into Vimeo or Youtube. If you post a link to a video so people will click from Facebook to Vimeo or YouTube, Facebook’s algorithms will penalize that.

 

Facebook will make your post show up in more folks’ newsfeeds if they’re uploaded “natively” within Facebook. This means, you go to the actual Facebook.com page for your church, and upload the video or photo directly into Facebook. Upload pictures directly into Facebook instead of using instagram.

 

You can post content natively within Facebook, and it gives you an opportunity to schedule the posts in advance (like Hootsuite).

 

  • Know Your Target Audience

 

You need to determine who you’re trying to reach. Facebook allows you to specify extremely specifically who you’re targeting. You may say, “I want to reach everyone,” well I do, too, but I know some ages and people groups are more likely to go to the church I pastor as a result of seeing our Facebook ads than others.

 

  • Know Your Budget

 

At Church of the Highlands, our fiscal year is the same as the calendar year. For 2016, we created a line item specifically for Facebook ads. You should consider doing this.

 

  • Measure Your ROI

 

After doing all of the above, go ahead and post an ad, then connect with first-time guests you have, and ask them if they saw your Facebook ad. Measure your return on investment. This past Sunday, one of the guests who came indicated on their connection card that they learned about our church via Facebook. Bingo! It worked!

 

  • Determine how often to roll out Facebook ads.

 

Every church and unique scenario will have different times to roll out Facebook ads. I’ve decided to release them for our church the week leading up to the launch of a new series, or leading up to a major event (e.g. Easter). For example, here is a video we’ll use as a Facebook video ad for a series I’m kicking off February 21st:

 

I hope this post will help you to leverage Facebook ads to reach more people with the Gospel of Jesus Christ. Have any additional thoughts or comments about this? Let me know in the comment section below.

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