Driving traffic to your website or blog is extremely crucial if you want your marketing efforts to be a success. Social media platforms are one of the best sources of traffic because there are literally thousands of people active on these platforms at any point in time.
Facebook with over a billion active monthly users is the most sought after traffic source so in this post we’re going to be showing you how you can drive targeted traffic to your blog from Facebook. And we’re going to be using Facebook ads to do that.
The advantage of using Facebook ads is that it is both cheap and highly targeted. However, you simply cannot go to your Facebook Business page and randomly start setting up ads. Well, you could, but you have little chance of driving meaningful traffic to your blog if you did that.
So, before you set out to create your ad, you must ask yourself a lot of question. What sort of action do you expect people to take when they see your ad? Do you want people to engage with your ad like sharing or commenting on it? Do you want people to like your page, do you want them to visit your website or do you want them to know that you exist?
Only when you have a clear goal or objective for your ad, you can determine the ad type you need to set up. Facebook offers quite a few ad options to help you drive targeted traffic to your blog or Facebook Page. Let’s take a look at these options and what they can do for you.
Types of Facebook Ads
You can use the Boost Post option to boost engagement on your posts in the form of likes, comments, shares and so on. The Boost Post option is available at the bottom-right corner of every post and you can boost a post when you are creating it or even at a later point in time. When you boost a post, your ads will be optimized to reach people who are most likely to engage with your ad.
Promote Your Website
The Promote Your website option will help you get your website in front of more people and reach new audiences. When you promote your website, you will send people to a specific URL such as your website’s homepage, your online store or a landing page. This option offers a carousel format allowing you to add multiple images, each with its own headline and call to action to show up on the ad. The Carousel format is great if you have multiple products you want to showcase in one single ad. When you promote your website, your ads are optimized to reach people within your audience who are most likely to click on your ad.
Promote Your Page
You can choose the Promote your Page option when you want to build an audience and get more likes to your Facebook Page. When people like your Page, your posts will show up in their News Feed. Promoting a page will keep you connected with your existing audience while bringing in new ones. Facebook has an intelligent way of optimizing your ads to reach people who are most likely to like your Page.
Let’s now take a look at how you can create an ad using these different Facebook ads.
How to Drive Targeted Traffic Using Boost Post Option on Facebook
1. Go to your Facebook page and navigate to the post that you created and want to boost.
2. In the lower-right corner of the post, click Boost Post.
3. In the Boost Post screen that pops up, you have options to select your audience, budget (based on how many people you want to reach) and boost timeline. You can also set or change your payment method.
Audience: You have 3 options to select in this section. Selecting People who like your page will boost your page only to people who like your page. Selecting People who like your page and their friends will increase your target audience a little bit wider. Selecting People you choose through targeting will boost your post based on the location, age, gender, and interests you set. By default the 3rd option is set for you and this is the best option to choose if you want to drive targeted traffic to your Page. If you want, you can further edit the targeting options by clicking the Edit Audience link.
Budget: Scroll down the pop up screen to select the budget and duration of your ad. The total budget dropdown list will show estimates of how many people you are likely to reach with an ad cost. You can also select your custom pricing. Next scroll down and select your duration. You can run the ad for a day, 7 days, or 14 days or set a custom date.
Payment: This section lets you set a currency and payment type.
On the right hand side of the pop up screen, you can preview what your post will look like on the desktop and mobile news feed. When you are satisfied with all the options you set, click Boost.
How to Drive Targeted Traffic Using Promote Your Website Option on Facebook
To get more targeted traffic to your website use the Promote Your website option.
1. Go to your Facebook page.
2. On the left pane, in the About section, click Promote Website.
3. A pop-up screen will be displayed giving you options to edit your ad, select your target audience, and set your budget.
4. In the Ad Creative section, click the Edit link. This will open up the section for further editing. Here you add your website URL or landing page, append a cool description about your website clearly stating what you are promoting, adding further images, or a video if you have one, and an attention grabbing headline.
5. In the Audience section, choose your target countries, location, interests, age, and gender.
6. Next, set your budget and the duration you want your ad to run.
7. Finally set your payment method and make the payment.
You can preview all the changes you made, and when you are set, you can hit the Promote button on the bottom right corner of the screen.
How to Drive Targeted Traffic Using Promote Your Page Option on Facebook
If you want to get more likes to your page, use this option.
1. Go to your Facebook page.
2. On the left pane, click Promote Page.
3. You will see options similar to the one above. Follow steps 4-7 and hit Promote to promote your page.
Other Methods of Ad Creation
By default, when you can create ads, Facebook will do most of the work for you. If however, you want more control over your creatives or if you want to create multiple ads at one time, you can use Facebook’s Power Editor or Use the Ad Creation option.
Creating an Ad Using Ad Creation
1. Go to ad creation page.
2. Select an objective on what you want your ad to achieve. You can hover over each objective to see a tip about what that option can do for you.
3. Once you select an option, fill in the required details. For example, if you select Send people to your website, you must enter your website URL in the respective text box.
4. Next click Create Ad Account.
5. In the next screen, enter your account information and click Set Audience & Budget.
6. In the next screen, set your targeted audience options, how much you want to spend, how long you want your ads to run and then click Choose Creative.
7. In the next screen, choose which images or videos you want to include in your ad and input text and links that are appropriate. You can preview the ad, set a landing page where visitors will go to when they click on your ad and click Review order to complete the setup.
8. When you are satisfied with the changes, click Place Order to complete the ad.
Creating an Ad Using Power Editor
The Power Editor lets you create new ads in individually or by uploading them from a spreadsheet, but you can use it only from a Google Chrome browser. To start using the Power Editor:
1. Go to the Manage Ads page and click Download to Power Editor.
2. In the Download Facebook Ad Accounts dialog box, select your account and click Download to download your campaign details.
3. The Manage Ads screen will now display an additional toolbar along with your ad and ad set options.
4. Click Create Campaign. Choose if you want to use an existing campaign or create a new one. Select a buying type (preferably Auction) and an objective, choose an ad set and create a new ad.
5. When you are done, click Upload Changes.
If you want to import ads from a spreadsheet:
1. Click the Power Editor tab.
2. On the Create Campaign toolbar, click Export & Import button and choose Download Template.
3. The Excel Power Editor template will be downloaded to your computer. Fill up all the campaign details in the Excel sheet.
4. In the Facebook Power Editor, on the Create Campaign toolbar, click Import Ads in bulk.
5. In the Bulk Import dialog box, upload the Excel file template you filled up in step 3 and click Import.
6. When the ads are imported, click Upload Changes to complete the setup.
Tracking Your Facebook Ads Performance
After your ads have been running for awhile, you can track its performance from your Facebook page. Just go to the post that you boosted to see the required statistics. You can see the total number of people your boosted post reached below the post, and if you hover over the orange bar, you can see details of the organic vs. paid reach. If you want detailed statistics, like the number of people who liked your post and more, click the View Results button.
How to Target the Right Audience
When you create Facebook ads, make your audience as targeted as possible. Allowing Facebook to set its own audience profile is a definite No-No. Although Facebook will show your ad to whoever is most likely to click, this is NOT a targeted list. You will be the loser if you follow Facebook’s recommendations. Instead target your audience by going to your competitor’s fan page and clicking on the profiles of people who like that page and target them. Keeping your target audience to less than 10K is realistic because the more narrow the audience is the more likely you are to have a higher CTR and conversions.
Facebook also allows you to define your target audiences using certain tools.
Create Your Audience: Use the Create Audience option to make your own target audience for each post type. For example, if you run a travel blog and want to boost a post that talks about ecotourism, you can create your Audience profile to match that interest.
You can name your new audience using a keyword so you can always reuse that targeted audience the next time you want to promote an ecotourism related post. When you choose your audience age, gender, country or languages select them based on Facebook Insights or Google Analytics data. You can further choose to include or exclude people with specific interests using keywords.
Custom Audience: Your email list consists of people who have indicated an interest in your product and are most likely to buy from you. You can import your email list to Facebook’s Custom Audience to target them. Facebook will compare the data you uploaded with those on its database and draw up your audience.
Lookalike Audience: You can also get Facebook to find people who look like your current customers, website visitors or Page fans. If you’ve uploaded a list of custom audiences, you can then link them to Lookalike Audiences to find your target audience. You can also attract your website visitors by installing a tracking code using Facebook Pixel on your web pages to create Lookalike Audiences based on your website visitors. Finally, you can also create Lookalike audiences based on people who liked your page.
Facebook Exchange: You can also target people who have done things on the Internet that indicate an interest in your business. This can be based on actions they have taken online such as visiting your website.
Finally, you can combine your target audiences for a better reach. For instance you can target lookalike and interest audiences or fans of a page, fans and friends, and lookalike audiences or any combination thereof.
Testing a target audience combination say for a period of at least 72 hours will help you better narrow down your target list.
How Much Should You Budget for Facebook Ads
Before you begin the process of budgeting your Facebook ads, you need to meet certain prerequisites and goals you need to quantify.
Build a Strong Community
If you don’t have a strong Facebook presence it becomes difficult to sell anything. Fans are a lot easier to engage with and are more willing to click and buy than non-fans. If you don’t have a good presence, you’ll have to first start building one and this will take time. When you are preparing a Facebook campaign, make sure you have a dedicated resource who can create helpful content that can target your fans and audience.
Optimize Your Website or Landing Page
Make sure your website is well optimized and content is regularly published. Ensure that your landing page or sales copy is well optimized for conversion with clear call to actions.
Usually, you can expect to spend anywhere from $.50 to $1 per Facebook fan. This depends on a number of factors such as niche, brand recognition, established presence and country. If you are planning to increase your fans by 50,000, you’ll need a budget spend of between $25-50K.
If you want to build an email list with an attractive Facebook giveaway, you can expect to spend at least $1 a subscriber. This valuation can vary depending on how targeted your audience is.
If you have a website with lots of viral content – click-bait headlines, attractive image and great content, you can get website referrals for as little as $0.10 cents. However a more reasonable pricing will be in the range of $0.35 cents.
Buffer revealed the impact a small budget of $5 a day made on its Facebook campaigns.
- Page Likes – 9 likes per day
- Clicks to the Buffer homepage – 1 per day
- Boosted post – 787 new people reached
Moz on the other hand was able to grow its audience by 4000 people on a $1 a day budget.
The experience for you may be different. Again, making your ad attractive as hell could well turn the tide in your favor. Noah Kagan’s post in 2014 made some interesting reveals when setting up Facebook ads. For instance, giving away something free, showing social proof, clearly spelling out the benefit to the reader, and removing the right side advertisement are a few points that are still valid today. Noah’s budgetary recommendation is $3.33 a day to keep it within $100 a month.
There is obviously no one perfect way to succeed at Facebook marketing. What works for one may not work for another. However, if you are able to clearly define your audience, test target audience combos, optimize your ads, and track your performance closely, you will be able to weed out inefficiencies and adjust your strategies to make Facebook ads work to your advantage in driving targeted traffic, generating leads and making conversions.