At their best, traffic driving ads on Facebook can integrate seamlessly into the news feed, helping people to discover content, products and services that are both interesting and individually relevant. At their worst, they create frustrating experiences and negative brand associations.
While this particular type of social ad may not resonate with all of your audience, well planned, executed and optimized campaigns can deliver cost effective and high quality traffic.
If you’re thinking about investing in Facebook social ads to drive more traffic to your brand website, here are a few points to consider.
Without a clear idea of what you’re trying to achieve, it’s difficult to determine how to measure performance and optimise your campaign. Do you want people to land on your website and take a specific action, for example signing up to receive personalized email updates, or is this particular campaign about encouraging consumers to discover more about a particular product, service or even brand tenet. Quality comes in different guises; make sure you know which measures accurately track your goal.
Facebook offers truly powerful and detailed targeting; don’t waste it. What do you already know about the people you’re trying to reach? Is there any existing market research available that offers insight into their behaviours and interests? Have they interacted with your brand or website before? Build different target segments based on demographics, interests and lookalikes to understand which landing pages offer the best website experience for new visitors. Use both website and data-based custom audiences to reach consumers further down the funnel, offering them useful content that is relevant to the stage they’re at in their own decision making process. A scattergun approach here could impact on the quality score of your ads, reducing efficiency and costing you money.
Regardless of how you measure traffic to your website, make sure you can attribute the performance of visits to each of the Facebook ads in your campaign. The Ad Manager dashboard in Facebook will determine which ads are achieving the best cost per click and click through rates, but lowest cost per click does not necessarily mean highest quality visit.
As with other types of digital advertising, small changes to Facebook ad copy, images and targeting can have a significant impact on performance. It’s wise to test multiple creative and text executions and combinations and optimise budgets accordingly. Remember, people can do more than just click on Facebook ads. In addition to the volume and rate of link clicks, social interactions including likes, comments and shares are likely to affect your Facebook ad’s quality score. A striking, high quality image that encourages likes and shares of the ad could help to build efficiency in terms of CPM, reducing cost per link click and driving more visits.
Who are you targeting with these ads and what is their current relationship with your brand? If you have been introduced to a brand for the first time on Facebook and decide to click to find out more, it could be that a combination concise text, and embedded short-form video building on the experience promised by the ‘teaser’ in the ad will be of more interest than a page directly encouraging some kind of transaction. Similarly, if you’re a regular customer, you may want to land on a page that offers information or a service specific to your most recent buying habits or product interests. An understanding of the customer journey can help you to ensure that the people who click on your social ads are happy that they did.
If you’d like to talk more about how to get the most out of your Facebook traffic driving ads then we’d love to hear from you!