Real Estate Ads are a type of dynamic ad that's optimized for real estate inventory. Like dynamic ads, real estate ads use a Facebook pixel or SDK to show ads to people who've already shown interest in your business by taking actions you care about on your site. However, the recommendations from real estate utilize different types of information to generate property recommendations, such as property location and property similarity.
Benefits of Real Estate Ads
Unique targeting options specific to real estate advertisers
Create an audience of people who searched for similar listings
With real estate ads, the information we use to represent a "product" includes different elements such as the property address, the number of bedrooms and bathrooms, neighborhood, etc. Therefore, the information required in the catalog and pixel is different than in a standard dynamic ad, and there are also different available creative templates.
In order to complete this type of ad, you'll need:
A Facebook Page
A Facebook ad account
A Facebook catalog
A Facebook pixel installed on your website
How to set up a real estate catalog
The following fields are required for real estate ads: home_listing_id, name, image, address, neighborhood, latitude, longitude, price, availability, and url.
You can choose to create a real estate ads in the carousel ad format or as the single image ad format. You can also use the same image size for every placement where your ad shows (such as Facebook News Feed) as long as your images are at least 600x600 pixels.
The recommended image ratio is 1:1. Facebook recommends a resolution of at least 600x600 pixels to be eligible for Instagram placement.
Single ImageThe recommended image ratio is 1:9:1. Facebook recommends a resolution of 1,200x628 pixels when using a single image to create your real estate ads.
- Advertisers should have a minimum of 100 property listings in the catalog.
- Custom labels are not currently supported in the catalog.
- If you don't have a "neighborhood" as a parameter in your feed, you should insert the city of the property instead.
Set up pixel for real estateIf you've never set up or installed a Facebook pixel before, learn the basics.
Required fields: The 2 required pixel parameters are content_type and content_ids.
Create a Campaign in Ads ManagerReal estate ads look identical to other single or carousel ads that are available on Facebook, Instagram and Audience Network. However, instead of individually creating an ad for each of your products, you create an ad template that automatically uses images and details from your product feed. You can create an ad template for your real estate ad from Ads Manager.
1. Go to Ads Manager.
2. Select Product Catalog Sales as your objective.
3. Create a Home Listings catalog
Ad Creation Best Practices for Real Estate
Website Traffic Volume Real estate ads will scale up delivery and reach based on site traffic. While there isn't an explicit traffic minimum, the solution is designed for high traffic sites. Therefore, Facebook recommends real estate ads for listing sites, brokerage sites, and sites with at least 100 property listings given that there will likely be more traffic for these types of real estate sites.
Ad Format. Facebook recommends using the carousel ad format as the carousel ad tends to perform better than single image ads.
Template Tags. A template tag is dynamic text that can be inserted into your ad template. The following template tags are available for real estate ads: