Easter is coming real fast. Church marketers and communicators are now starting to implement their church’s social media campaigns.
The question is…
Have you started?
In this episode, Kenny sat down with Andrew Riis and Richy Hirtle to talk about how to get started on Facebook advertising. Whether you’re a small church or mega church, there’s definitely A LOT of strategies you can pick up from these two experts.
Check out the episode below.
To check out the previous Lunch and Learn episodes, here are the quick links on all our platforms. iTunes/Apple Podcast, Twitter, Blog.
Kenny: Everybody, Kenny Jahng here with the Church Butler Lunch and Learn podcast. We’re here for another fantastic episode on the countdown to Easter 2018. Is everyone ready for Easter? This year Easter’s coming really early, April 1st. And actually, I haven’t heard that much chatter about the fact that it’s on April Fool’s day obviously, but, I brought two friends into the Lunch and Learn today because I want to talk about something really important that most communicators know at this point. Church communicators, they should be on Facebook and they probably should be thinking about Facebook ads. And when I talk about ads and thinking about ads myself, I talk to these two gentlemen. Welcome to the show. Richy and Andrew.
Andrew: Hello Kenny!
Richy: Great to be here.
Kenny: First off, to our audience, why don’t you both say, identify who you are, which one’s which, and tell us a little about your background and what you guys are doing in terms of you guys have a Facebook group just for churches as a resource in terms of Facebook right? Facebook itself.
Richy: I’ll start us off. The group is Reach Out Marketing and you could go there and join the group. We’re always trying to put, you know, value bombs on there, that’s what we call the different ads. What’s working now, what worked last year, what we think is gonna work next year. We put everything we can in there, but this is Richy. I’m Richy. My partner Andrew will introduce himself in a second, but we’re with RA Marketing and Reach Out Marketing. We specialize in Facebook ads. I was in the military right out of high school. I did about a 10-year service there in the air force and then got out and linked up with Andrew and never looked back. So, it’s been a journey.
Kenny: And where are you located today, Richy?
Richy: I’m in Castle Rock, Colorado.
Kenny: Close enough to the Seahawks.
Andrew: You could just paint over it. You can paint over and change the brands there.
Richy: I’m not doing it. I’m not doing it. I’m proud of it.
Kenny: Someone’s loyal here. Okay, Andrew let’s go to you. Tell us a little bit about your background and what you bring to the table here.
Andrew: Sure, absolutely. I’ve been in the financial services market as a marketer since 2006, so going on 12 years now. I live in Indianapolis. I used to live in Denver. Recently moved to Indianapolis with my five children soon to be six. Richy and I work a lot on Facebook ads in the financial services industry and we both have a heart for the kingdom. A couple years ago, we decided that we really want to use skills that we developed in the financial services industry for the church. And so, we started basically our Reach Out Marketing Group and we have been working with a lot of Christian companies and churches to help them with their Facebook ads because there’s no more powerful vehicle. It really does spread the Gospel in my opinion. Then, social media at this point when Jesus uses the tools that he had to spread the Gospel we need to as well.
Kenny: Yeah. And so, everybody here watching and listening, you obviously know about the Social Media for Churches, Facebook group that Church Butler runs. But, these guys run a fantastic group that you guys have to subscribe to. The specific name, is it Reach Out? How does someone search for it on Facebook if they’re looking for the group.
Richy: Yeah, the name’s kind of one of those long drawn outlines, but it’s Reach Out Strategic Facebook Marketing for Churches.
Kenny: And, it’s worth going through that trouble of actually finding it because once you do and you get in it, you can actually see real live questions and these guys and others are answering them for each other. It’s like a live help desk. It’s been just a great resource, I must say that you guys have put out in terms of it being very generous with your time and energy of helping other churches out there. And so, one of the things I wanted to talk about today is Easter. So, we have the countdown to Easter, we’re here in February, the top of February, we got March, and then right there, April first is Easter and everyone starts going to Easter planning now. Facebook ads is something that everyone is talking about — the different circles, but you know what, most people, quite honestly, I think many church communicators have either never run a Facebook ad or never run a successful Facebook ad or even if they’ve been running ads there, there’s still a little bit like not that confident about what they’re doing and I’m loving the thing that you guys are bringing to the table, a great resource that it’s almost like a do-it-yourself but done-for-you kit. So, share a little bit about what that is with people here today.
Andrew: Exactly. I’ll jump in here first, Rich. Essentially what we found in trying to help churches over the last couple of years is very few churches think they can afford or can’t afford to hire full-time Facebook advertisers and some that could maybe, already have an in-house marketer. And so, like you say, the big issue, I think with church communicators, is this mental block that they have with confidence of, you know, ‘Am I doing this right with Facebook ads?’. Richy and I have worked on millions of dollars worth of advertising at this point. So, we know. We’re confident when it comes to when we put out a Facebook advertising campaign. And so, what we’ve basically decided is, you know, based on our time constraints and budget constraints of churches, we want to help as many churches as possible without asking them to spend a fortune. So, we developed it’s called Easteradpack.com and I’ll let Richy jump in here and kind of explain what’s all in the package,
Kenny: What’s included in this Easter pack?
Richy: Andrew has been a little bashful there, so I’m going to build on what he said, but one thing that we do really put us up against anybody is bringing online, offline. That sort of become our tagline kind of organically. But, we fill a lot of seminars for our clients and that’s kinda what we do. We do it in a very, you know, we basically got it down to a science so, I know I can look at a market, see exactly how it’s going to perform, how many people are going to come, what it’s going to cost and number of days is going to take. So, that mentality in the business world is what we brought to the church world. That’s where we did these advertisers or these campaigns for both Christmas, a couple of Easters. And that’s where we’ve kind of nailed down this timeline. So, what I love about the ad pack the most in private is because I created the graphic on this particular one. Was it’s a timeline, so takes the guesswork out of it. You know, a lot of times it’s like maybe you know how to put an ad up and maybe even write really good copy, but when do you do it? How long do you leave it up for? Like what metrics are you looking for? That’s what we’ve built into the ad pack and it’s basically, you know, on this day do this.
Kenny: Yeah. So, it’s a timeline. It’s a playbook, basically. What I love about it is that you’ve got this 14 day timeline calendar tells you exactly every day what you should be doing and it actually has real examples of ads that you’ve used in the past and contents within photography. Everything that you need to actually run the ads, right? So, people don’t need to go off and search and produce stuff. It’s actually all in the ad pack that people construct together and follow that plan together.
Andrew: Like the physical resources that are there. I think we have 13 unique images, all of which have already been formatted for the Facebook ad size that is very specific, like 1280×620 or something like that. We’ve already formatted with that. We also provide the original images in case you’re, you know, those types who got Photoshop and you want to change all this stuff up. But, we’ve also given examples, based on this style of ad, this type of picture if you will, this is where you should put your logo. This is where you should put the banner across. This is how much text you should put. So, it’s more than just the images. We also give real examples of ones that we’ve run and how we would run them as images if we were running your ad campaign, like this is what we would do and we know it works.
Kenny: Now, I’m sure this appeals to a lot of larger staff that have maybe one person inside dabbling with Facebook ads or running the ads and campaigns before, but to be frank, I mean my heart is, most of the churches out there are 300 or less, 200 or less people. They’re smaller staff. Maybe, it’s a solo pastor. Maybe, it’s a pastor and associate pastor. They don’t have margin; they don’t have big teams for that type of person. Could you share a little bit about, or do you have an example of any churches that are smaller in size that you’ve done online to offline and what type of results can someone expect? So, it’s easy to say, hey, if I spend $10,000, we’re going to get some people that are mega church to come, but, for a church that’s running 200, 300 people, what can they expect with an ad campaign that you’re going to run something like they’re going to run in the ad pack?
Richy: I’ll start the intro and Andrew should tell us about it. It’s kind of a personal connection to this small event that we ended up running. But, you know, the Facebook ads don’t have a price on it, right? I mean, every click costs, every lead costs but. What’s beautiful about it is you develop your own budget and you work backwards. Everything in marketing, especially Facebook Marketing is reverse engineering the whole funnel. That’s, you know, Marketing 101. So, if you say that your budget is only $100, take our timeline to break that up, break the hundred dollars up. We kind of built loosely on about a thousand bucks and there’s a pretty good benchmark. You know, I would say it’s just a thousand dollars for a 14-day campaign, but it can certainly be a lot less and I think that’s what we did, right, Andrew? For that, church in Denver?
Andrew: Yeah, it was actually a good friend of mine who is the worship pastor there. The pressure was on and I’m still really good friends with him so, you know, we just screwed up too bad. But, it was actually a special Christmas event that we were doing for them and their average Sunday morning attendance is probably 400 members. They are about maybe 500 with guests.
Kenny: It’s definitely not a mega church.
Andrew: It’s not a mega church at all. They actually used to be back in the day. They were real big but they’ve really shrunk in size in terms of how many people. One of his responsibilities as the Worship Pastor to kind of re-engage with millennials, if you will. And so we ran this events for them, the marketing for it and I think we spent a grand total 680 bucks. I mean, it wasn’t much, it was, it was pretty light and their normal attendance at this event, year to year had been like 150 people and, we had 450 people there. So, that wasn’t a Sunday morning to be fair, but they reported about a 30% increase in attendance the following Sunday, mostly made up of new visitors. So, that was what was encouraging to me. And then, actually that was true for every campaign that we ran. They were all excited about the numbers that we generated for the special event, for the special Easters service, for the special Christmas service, what have you, but what they were. Some of the reports we got back, two things. First, they all reported that attendance both before and after the event, the weeks before, the weeks after went higher because of obviously the community engagement with the Facebook posts. And then, a couple of churches actually reported back how many people made decisions and came forward to claim Christ at the special events. That was super encouraging and, Richy and I, I personally had a hard time kind of grasping like, wow, we actually were a part of that. I don’t know, I’m not ashamed of it by any means, but it’s really hard to, you know, we had 235 people said they got saved as a result of our Facebook ads.
Richy: We were looking at the ad pack and we’re like, “Are we reading that right?” Because I don’t want to put like, you know, 235 people in 4 churches, you know, we’re still pumped about it. That was a year ago.
Kenny: I think this is a word of encouragement for the church communicators watching, the pastors that are watching, you know, many churches are in a hard environment. They haven’t seen growth. They haven’t seen new people come in their doors on a regular basis in streams of people. Right? But, when we do our work well as communicators, and this is why. We’re biased. We’re communicators, but, when we do our work right for church marketing, it’s something really special that we are part of where we’re invited into his God’s story in each community that we’re trying to enable. And, I think it’s really cool when you’re able to see the upside and bringing new people in the door. It doesn’t need to get the salvation immediately, but just taking that one step closer for as many people as we can.
Kenny: I think it’s just, it’s something that we cherish. Every one of us. So, that’s one of the reasons why we were saying, “Hey, let’s be aggressive with advertising this Easter because the communities and the culture out there is receptive to it and let’s take advantage of this opportunity to do that.” So, that’s a great story. I’m sure you have other stories for larger churches as well. One of the questions that I had been waiting for to get you guys on the line for is really how much time over say that 14-day period does someone need to invest? Do they need to be watching the ads like every hour, on the hour. Right? This is a big unknown for many people who’ve never run that. How much time should they be budgeting? Is this a half time job? Is this light civil? Could you tell us a little bit? They’re going to invest in this ad pack, but how much do they need to cordon off in terms of time, space, energy, resources?
Andrew: I’ll be the first to admit that whenever I launch a brand new campaign, I’m addicted to watching it for the first couple of days. One of the most important things about starting a campaign is to not mess around with the ads for the first 24 to 48 hours. So, once you’ve got it launched and that, you know, if you’ve never done it before, it’ll probably take you a couple hours to actually build it and learn the system. If you’ve done it before, it’ll take you a half hour to launch the ads. But after that, walk away from it for the first, you know, for the first 48 hours and then come back to it and we’ll probably plan to spend, I would say 30 minutes to an hour, every time you’re going to make a change or make an update because you want to make sure you’re analyzing the analytics and making changes that are smart. You’re going to have to analyze each ad, see what the reactions of likes, the click-through rates are and all you’re going to have to study that stuff to make sure you’re making the right decision. But at the same time, don’t get stuck in the mentality of ‘I’m managing these Facebook ads and I have to manage them like a high level Facebook ads manager would because you can get into analysis-paralysis and really just go with what makes sense and like, okay, this ad has got the cheapest clicks to get the most engagement. It’s winning. Turn off the one that’s not and the number one thing I always do is I get emotionally attached to an ad. Don’t do that. That would be my advice. Don’t get stuck.
Kenny: On average over the 14 days, how much time do you think someone should budget? Is it half an hour a day, an hour a day, three hours a day on average. Give them a sense of how much time.
Richy: It’s not a lot of time. I mean for us. Thirty minutes, but it was, we have a lot of experience in the platform, so that’s how I answered your question. If you have never been in there, it might take a little bit longer. If you have been in there, it’s not going to take long. I’m talking about studying the analytics and stuff and basically we’ve built into there where you can like split tests, so we say take this exact ad copy with these two images because images are 80% of the ad’s effectiveness. Throw those up. Don’t touch them for 36 hours. After that, just look at this simple numbers. What’s my cost per click? This one’s lower than this one. Turn that one off and put a new ad up. So, we try to keep it really, really easy. You could get in depth and if you know how to do that one and that’s fun to do it, but otherwise just keep it simple.
Kenny: Those instructions even for carrying out that simple AB split test, you guys have put that in the ad pack. Absolutely.
Kenny: That’s one thing we talked about pre-interview because I think that’s really important. A lot of times, there are resources out there that just assumes knowledge and Facebook itself as we know, as practitioners, Facebook changes the rules every day on us. Right? And, it gets complicated. So, I love the fact that you’re trying to boil it down to something that’s really super simple, easy-to-follow for two weeks or more. Now, in terms of best practices, let’s talk about the actual ads. Where are they pushing traffic to? What are people supposed to be clicking on and actually going to?
Andrew: Ideally, it would be like a landing page that you’ve developed specifically for your special Easter service. I know not all churches have the resources to do that but, certainly having a website with a page at least that specific to the Easter service. If you just send them to your website, effectiveness is really only on the ad level whereas opposed to what you can communicate on the page. I like a landing page because there’s not a lot of navigation. You don’t have people clicking away. You can deliver a lot more content.
Kenny: Yeah. So, specific page about Easter, right? You don’t want to talk about your men’s ministry or your pancake breakfast coming up. You’re talking about April 1.
Richy: Keep it congruent, that’s the main word right there. It doesn’t really… This version matter where you send them. Just make sure you’re only talking about that thing even if it’s on your website. Have a page dedicated to that one thing. Otherwise you lost the click. You lost the interest.
Andrew: I always say each element of the marketing funnel has one job or should only have one job. The picture is to get them to stop. The ad copy is to get them to click. Once they’ve clicked whatever’s on that page, whatever they get to should only have one job and it shouldn’t be to educate them about their men’s breakfast, pancake lunch or whatever. It should be to educate them on why they should be there at Easter.
Kenny: Okay. And then, do you guys prescribe, do you think that people should be ticketing for Easter? This is something that a lot of churches have started to do, especially the larger ones, or how do people, like, how do you know when, once they come to your page, if they’re going to come back to Easter or not?
Andrew: Yeah, that’s going be a tough one. I mean, every church is going to do different things. I think if you’re trying to ticket people, you’re not necessarily, I think that’s going to be like buyer’s resistance a little bit for cold traffic.
Richy: Well, I’ll say it like this, like my church is, I go to a mega church where we have like 5,000 – 7,000 people or something like that, 3 services, they do tickets. The way that they do it is where the first thousand people at each service to sign up gets a reserved seat. And then, they opened up general admission for everybody else. For this. I honestly, I didn’t, I wouldn’t worry about if you have it in a place that you want to use it, go ahead and do it. Just say you can, you know, and then the way I position that is you’re coming to a new place, maybe you’ve been here before. Make it as easy as possible or just go and reserve your seats. You guys could just slide right in and get into your seats and experience what we’re all going to experience together. And then, that’s where you break down that barrier of them going through that buyer’s process. But, you know, I would say the majority aren’t going to have tickets and I don’t think it’s necessary for this for them to work. But, if you do, that’s kind of how I position it.
Kenny: Gotcha. OK. What else comes with the kit? Anything else? So, you’ve got the actual, the ad copy, the text that you put in there. You’ve got samples. You’ve got images that you put in the Ad. You’ve got a game plan, a playbook of literally what you should be doing every single day of the campaign. Do you have any FAQs or Q and A’s in there, in the pack as well? What happens if someone actually has a question? Do you have any resources where they can come and ask you guys questions?
Andrew: We do. We’re going to purposely limit that. We have a Facebook group that you can purchase access to where anybody that purchases that will have free access to us, to ask questions when we’ll be doing a weekly live sessions in there. And then, obviously peer-to-peer accountability and things like that. Inside the pack, there’s a few extra bonus resources, a guide to setting up your Facebook pixel. Some examples of past ads that we’ve run that maybe just to give you a little bit more information. Some tools that we’ve used in our ads management that we really like. What else?
Richy: Our goal in it is like, you could take the ad pack, use it for Easter, have it be amazing, but then that’s something in that package here. It’ll last you, your career. Something, some tool, you know, there’s a piece in there about ad psychology. So, we basically put an ad in there and dissect it. Why did we put this question here? Like why did we put this button right here? Why is there a short link there? What does this image mean? We told you what all those things mean and why we use it. And that’s a lasting, you know, tool that you guys can use. Anybody can use it. Of course, it is always going to change as the market changes and all that kind of stuff. But, that’s a really good foundational principles in there that can be followed as well.
Kenny: Now, in terms of timing, are you going to run the ads all the way up through the boarding of April first? Is it the day before? Some people have asked me that question this week. And so, I think the answer varies, but what’s your take on it?
Andrew: Yeah, definitely. You should, I mean, part of the strategy that we’ve put in there as a re-targeting. And, we’ve also included ad copy for re-targeting.
Kenny: Why don’t we pause, just tell people what re-targeting is for people who don’t know what that is?
Andrew: You can develop an audience based on website traffic. Again, that’s why that there’s a pixel guide in there to help you install a pixel if you don’t have one, but, it explains what it is and how it works essentially. But, you can re-target people that have clicked on your ads, engage with your ads to your website and things like this. So, you basically are telling Facebook, “Hey, anybody that’s seen this ad and clicked on it and gone to our page and this and that, show them this ad.” So, you’re basically chasing him around on Facebook with an additional message. In some cases, it’s nothing more than a reminder. You are interested in this event, don’t forget or will we see you there? You know, you didn’t claim your ticket, you know, if you’re doing a ticket method, something like that. So, yes, run your ads all the way up to the event. And that’s one of the, in the game plan that Richy drew up there. Essentially, it has you running ads, traffic ads I think until two days before the event, right, Rich? And then re-targeting after that.
Richy: Yeah. You got it. Yeah. It’s like morning while we’re going to run ads all the way until the morning up. But, you’re going to turn those re-targeting ads basically on four days prior to the first event.
Kenny: So, basically what you’re doing is people you’ve shown ads to for the first 10 days of your campaign in that 14 day campaign, people who’ve been to your website, then what you’re doing is stop, you know, stop showing them that initial ad, let’s show them a different ad knowing that they’ve actually seen our ads or clicked on it or been to our website and show some sort of secondary call to action as we get closer to the event. I guess that’s what you’re saying.
Richy: Top of mind. And, one strategy or example of that that we use in the past is where we ran for this particular church. We ran. I think it was like three or four a different winning ads. So, we got a bunch of ads and we trickled it down to like these for winning ads. And then when we decided, ‘OK, it’s time to re-target’ because we’re only a couple days away from the event when to remind them we’re not, we know, but we didn’t want to break it up into individual re-targeting ads. So, we just combined all those into one audience. But all those images into one image and instead what we see there, you know, and so one of those images is going to resonate with them because that’s the one that they clicked on to start with. So, little stuff like that where you’re just triggering like, ‘Oh yeah, I was interested in and I did go to that site’, ‘Oh, it’s tomorrow, Great. Yeah, let’s, let’s make plans. Let’s go.’ Because they’ll forget. Everybody forgets. I mean, I know it’s Easter. That’s kind of a big deal and everybody knows these there, but they’re still, if they’re not like a church group, you know, or whatever their circumstances is the reason. If they have one, they did not come, sometimes they take it. So, make it easy and remind them what those visual cues.
Kenny: In terms of targeting, when you show as on Facebook, how far out geographically? I mean, are you showing people in the whole state the ad? Are you showing you the whole country, that ad, you know, how far do people see the ad from your church?
Andrew: It really varies on where your church is. If you’re downtown New York City, you don’t probably want to go much bigger than a mile or two radius, you know, because I always tell people from a business standpoint, count up your competitors in a certain radius and if you get to the point where there’s 20 different people doing the same thing that you are in your radius, you’re probably gonna have a hard time differentiating yourself. In a more rural market, you might have to go out 30 or 40 miles because that’s how far people drive. One of the things that we tell you in the ad pack is identify your ideal client, identify who attends your church now. If you’ve got people that are driving 30 miles to come to church consistently every week, maybe your market is a 30 mile radius. If the furthest anybody drives to get your church is two miles, there’s probably a reason for that. It’s probably a really, definitely a densely populated area. So, it varies. But, I would base it on what your current membership looks like. In most churches, it’s honestly going to be 7 to 10 miles.
Kenny: Where is that? Is that part of the process of setting up an ad that you can determine how far geographically? Is that one of the options?
Andrew: At the ad set level you’re going to determine, you know, geographically where do you want this ad to be shown? You just drop a pin. Type in a zip code and then drop a pin and you can change the radius.
Kenny: So, that’s actually visual on a map that you can have a driving radius basically. Perfect.
Richy: It tell you the numbers, you know, based on what you’ve just defined, how many people are in your audience. So, you know, you’re probably going to be… Well, I mean it just depends on the area of that 30,000 to 40,000, you know, is good. We’ve done a lot less than that though. Even like 5,000 or 10,000. Again, it’s just, it’s all area and it’s what you would do. Kenny, if you’re not going to get in your car and drive because it’s too far then, don’t do the radius because nobody else would either.
Kenny: I totally agree. I was just in Pennsylvania and Manheim, Pennsylvania. Where LCBC is. It’s a big multi-site. Their main campus gets about 6,800 people and when you drive around in Pennsylvania, you’re like, where do these people…There’s not 6800 people within like a mile or two that church. I don’t know where they come from but, it must be a culture where you just get in the car and drive in the morning to church for awhile. And then, there’s my, I live in New Jersey and like there’s no way I would drive that far to get to a church. Right? So, it is contextual and I love the fact that Facebook gives you that ability to control your ads so, you’re not wasting money. What other tips, as we close out this interview, what other final tips when people are sending them ads for the first time using your ad pack? Is there something that you can help them actually have a little bit more comfort or reduce the anxiety in terms of, ‘Hey, this is worth the investment’?
Andrew: Yeah. Two things that I have. My first comment is don’t rely exclusively on Facebook to mark whether or not you are successful. If your church has no process in place for welcoming new visitors, new members, don’t waste your money. Don’t do it because, you know, you’ll probably get some people in the door. But, what good is it? I mean, I shouldn’t say what good is it? You’re still going to get them the Gospel. I agree with that, but, you know, developing these people as Christians is really the end goal, right? The edification of believers is the end goal but, don’t rely exclusively on Facebook to do the job that the church needs to do. My second one is use the church. Use your church members as your reach vehicle. The church, unlike any other organization really or very few other organizations has a built-in engagement mechanism in the congregation. From the pulpit, on March 1st, say, “On March 15th or whatever the day is, we’re going to launch Facebook ads and this is what they’re going to look like and you know, put them up on your screen. We want you to like, share, comment because, you know, in today’s day and age, I’m not going to call over my neighbor’s house and say ‘You want to come to Easter with me?’ I mean, some people might, but very few people will. But I’ll like an ad. I’ll share an ad and you know what? I’m friends with my neighbor. He’s going to see that.” So, you can organically expand the reach of your Facebook advertising. So, to say that basically make sure your church is a custom audience inside your Facebook ad account. Then, you can make sure they see the ads. Encourage them to do it!
Kenny: I love it. I love the tip of even showing the explicit ads you’re running, tell them you’re doing a campaign and said, ‘Hey, help us out by commenting, liking, sharing those things when you see them’. It helps when you actually do that. So, that’s a great one. Richy, what about you? You’ve had some time to come up with this new second one.
Richy: You took my first one, but that’s all right. I can piggyback. So, I would say from a tech standpoint, a lot of people get really overwhelmed with the ads manager because let’s face it, a lot of times in the churches and they’ll post something and then Facebook says, ‘Hey, here’s the boost button. Push this boost’ and you know, that’s not really what we’re talking about at all in this ad pack. But don’t let that be an intimidating factor because go into Power Editor and some people will say, you know, going away and don’t get in there, we still use it in there. You can’t mess it up in Power Editor because it’s not live. You know, if you do it in ads manager, it is live. You can’t publish, you can’t save until you take it live.
Kenny: Yes. Power Editor is the downloadable piece of software that allows you to assemble the ads offline, you can edit them, etc., and then, put the ads online.
Andrew: Yeah. But to be clear. It’s not downloadable. It’s inside of your ad account. It’s just an offline version of the tool, but still online. You can edit everything, but nothing is live until you actually tell it to go live.
Kenny: And it’s free.
Richy: You could find it, download it, mess with it, but allows you to really get in there and then you can start playing with your audience or give you a preview of what your ad looks like, you know, before you ever go live. So, there’s really nothing to worry about there. You know. The other tip is if you get into our Facebook group, and Kenny, we could probably put it in yours as well, but, it’s called a steroid boost. And so, if you are going to post something, you know, building on Andrew’s point of how the reach vehicle is your congregation. The reason for that is social proof, you know, that’s really what builds anything. If you have an ad that has 200 likes and loves and comments on it versus one that’s brand new, you’re going to click on the one that, that people are gravitating toward. So, the steroid boost will show you how to take a post, and turn it into an ad and then scale it up from there, which can be really, really effective or taking an ad and then carry it over into a new ad using that same engagement. It gets a little techie, a little Dorky, that one’s a little bit advanced, but very, very effective. We use it in every single campaign.
Kenny: I’ve seen that in action with a campaign that you guys are working with me right now that you’re using social proof to actually turbo charge, steroid boosts. I love that strategy itself. Well, as we close out two things, can you give us what, give us your digits? How do people reach out to you outside of the Facebook group? What’s the best way to reach you directly, each of you? And two is how do we get hold of this ad pack. Can you give us a place to look? It’s going to be on Church Butler. If you go to butler.church/easteradpack, that’s one URL, but your site itself. Give everyone your URL that people can type into the computer.
Andrew: That’s just Easteradpack.com. If you’re listening to this podcast, make sure you go to Kenny’s site, though. We would definitely want you to use Kenny’s site. Just want to track how many people he sent on their way. But, yeah, EasterAdPack.com and honestly, the best place to catch us is on Facebook. You know, we’re really active on Messenger. If there’s a question that you have there, that’s the best place to catch up with us. I’m just Andrew Riis. I think I’m probably the first Andrew Riis on Facebook. So, it was, I think it was just Andrew.Riis. And if you’re friends with Kenny, I’m friends with Kenny, so you can search his friends list and you can have an activity that way.
Richy: RichyandAndrew.com. You go there too and there’s like number and there’s an email address. You guys can give me a call. It’s Richy.
Andrew: He’s sensitive about that.
Richy: I know you people. It’s RichyAndAndrew.com.
Kenny: Or the PoorSeahawksFan.com
Andrew: Oh, I should buy that URL. I haven’t bought that, yet.
Kenny: We’ll put Richy’s big fat face on the opening.
Richy: That would make it effective.
Kenny: I appreciate you guys. First of all, thank you for putting this resource together for church marketers and communicators. It really is something that you guys. I think again, everyone out here, these guys do this for living and their specialty is — I don’t want people to get lost in this — especially of using ads online to drive traffic to offline events. That’s not something that most people do in terms of the ad world. Usually, we’re advertising stuff just to get people to our website and so this is something that churches need to pay attention to. This nuance of this niche of how the strategies and using the psychology of ad development and stuff, all this stuff is really great for churches in particular and so, the fact that you guys are trying to almost like dumb it down and make it accessible and democratic for everybody. I just love it. Love it, love it. And, thank you so much for spending time with us today here at the Lunch and Learn. We’ll have to have you back on just to talk about not just our events, but general Facebook tips and tricks if you guys will come back.
Andrew: I’m sure we will.
Richy: We’re honored. We appreciate what you do, Kenny. Thanks for serving your audience for what you do and giving us the opportunity.
Kenny: Well, thank you everybody here for listening and hopefully you guys picked up a tip or two and make sure to check out the Easter Ad Pack. We’ll have it on our site as well. Everybody else, if you guys could do us a favor, give us a review on Apple, iTunes, Stitcher Radio. And now, for those people who are not iOS users, we are finally on Google Play. There had been enough complaints that the demand is there might be one, two, or three people, but we’re finally on Google Play with this podcast. So, I want you guys to just the three of you listening on Google Play and let us know that you’re there, that you exist outside of the Apple universe. I’m Kenny Jahng. Thank you so much for watching and we’ll be back next time here at the Church Butler Lunch and Learn.