Facebook advertising can be a very cost effective method to get your product and services in front of the right people at the right time. With the ability to specify your target market and to remarket to people who have already visited your website, Facebook advertising makes sense for any advertiser.
If you’re interested in driving traffic to your website, Facebook has just the campaign objective for you! To optimise your click through rate follow our 9 tips and make sure your campaign is scorching hot.
1. Choose The Right Objective
Facebook advertising offers a plethora of objectives nowadays, but if you want send people to your website, choose “Send people to a destination on or off Facebook”.
HOT TIP 1 – Choose this option only if you want people to click through to your website and see what you have to offer or to read a blog for example. Remember – the campaign will be optimised around clicks. If you want to use Facebook advertising to get people to convert on your website (complete a form, sign up for an eNewsletter) you’ll need to go down the conversions route.
2. Nail Your Audience – New Businesses
You know your target market – so do everything in your power to minimise showing your ads to the “wrong type” of person who is unlikely to be tempted to click through.
If you have a new business, with few website visitors or contacts to date, a straightforward audience set up is great. The basic audience set up is very straightforward: location, age, gender, languages.
But ensure you narrow down that target market using the following options. You can choose from industries and job titles if you want to reach other businesses; you can choose from a wide range of interests that your target market has.
You can even get your audience narrower and more specific by insisting they also match a second criteria.
HOT TIP 2 – be guided by Facebook as to the potential reach of your audience – whilst a tight audience can help your ROI, one that is far too specific won’t give your ads the best shot at being seen.
3. Nail Your Audience – More Established Businesses
The customised audience option is great for you. You can identify people who have already interacted with you (on your website, via your app, on Facebook or who are in your contact list) and then easily create a custom audience.
Once the data has been gathered by Facebook, you can use that custom audience to create a lookalike audience – people who Facebook determine are similar to the people you value best.
Note – you must have the Facebook pixel installed on your website to generate data about website visitors. Read this simple overview on how to do this here.
HOT TIP 3 – Don’t think it’s difficult to create a custom audience – it’s not! And the benefits of getting your ads in front of people who are definitely interested in what you sell should not be underestimated – they are far more likely to click on your ad.
Simply choose audiences from the top left of the screen:
Then choose from the selection below:
4. Place Your Ads Carefully
Facebook ads can be shown on mobiles and desktops, on Facebook (in newsfeeds and in the right hand column), on Instagram and on the Facebook Audience Network, where ads are shown to the same target audience you set up.
Consider where your target market hangs out, and choose your placements appropriately.
HOT TIP 4 – Once your ad campaign is live, if for any reason you find a placement isn’t resulting in a good click through rate, you can remove the placement option.
5. Make Eye Catching Ads
Whether you’re going with a video or an image, or a combination of both, your ad really needs to stand out for the right reasons. A good rule of thumb is to show people the benefits of using your product – although perhaps slightly more tricky with a static image.
So consider images that have provoked the most reactions on your regular social media posts; consider images that sum up exactly what your product is about; or if appropriate to your brand and tone of voice, quirky will always get noticed! (so long as it meets Facebook’s advertising guidelines).
HOT TIP 5 – Facebook is a little twitchy about text overlay on images – if there’s too much, your ad will be shown to a far reduced audience. Make sure you check your images using Facebook’s text overlay tool.
6. Test More Than One Ad Creative
If you’re planning to use a single image ad, you have the option to test 6 images simultaneously at no extra cost. This is a great way to try out a variety of approaches and see which appeals most to your target market.
HOT TIP 6 – Ensure all images are professional shots – nothing so off putting as seeing an ad using an amateur photo that does little to give credibility to a company, and is bound to reduce the number of clicks achieved.
7. Use Persuasive Supporting Text
However great your image, your ad viewers need some background about what you’re advertising. The more punchy, concise and relevant the supporting text, the more likely the right people are to click on your advert. If you’re too vague, you risk encouraging clicks from people who aren’t going to be interested in your offering – and that’s simply wasted spend.
HOT TIP 7 – At this stage you have the option to choose the actual CTA (call to action) button that will appear on your advert – for example
Make sure the CTA describes the action you want people to take when they land on your ad.
8. Clicks To Meaningful Landing Pages
There’s absolutely no point in paying for clicks if you send people to a page with little relevance to your advert. If you’re promoting your services, send people to your services web page. If your advert is to promote a great blog, send people directly to it!
If your link is to a page that isn’t relevant, people will feel they have been duped, and will bounce off straightaway.
HOT TIP 8 – Don’t forget to check the option to “Track all conversions from my Facebook pixel” found at the bottom of the Ad set up section. This will ensure you capture information about people who arrive on your landing page.
9. Keep Monitoring
Once you ad is live, make sure you monitor how the campaign is performing. The statistics data lists the reach of each of your ads (if you have created more than one), the number of clicks, cost per click and relevance.
Check the ad’s relevance – in Facebook terms this is a score of 1 to 10 to show how well the target audience is responding to your ad.
HOT TIP 9 – If one advert is showing a particularly high cost per click and low relevance, simple pause the ad using the blue slider button at the left hand side of the above table. There’s no point paying for high CPCs when other ads in the set are performing much better.
Facebook advertising is a great way to spread your message to people wherever they may be based, whoever they are and whatever they do – the permutations available are almost endless!
To increase clicks to your website, follow our hot tips above and you’ll be delighted to see more website traffic coming your way.
If you’re not sure about managing your own Facebook advertising campaign, we can help you. Great campaigns with budget-to-suit! Just contact us for a no-obligation chat.
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