Have you been running Facebook social media ads for your company? Maybe you’re even having success—great click-through rates, low cost per results and awesome reach. Now it’s time to take your Facebook ads to the next level, which will help you successfully move those customers through the buyer’s journey and turn their clicks and website visits into something more!
Tell me how to turn clicks and website visits into something more.
First things first, you need to understand the different types of paid ads you can run on Facebook and what their main objectives are within your digital marketing strategy. If you are a new company or brand, you’ll need to take a step back and first think about starting with brand awareness ads on Facebook. This will get your ads in front of as many people as possible, helping to bring awareness to your name, product or service.
From there, two of the most used options are traffic and conversion ads. There are others as well, but for now, we’re going to focus on these. Traffic and conversion ads can seem very similar because both ads can be pushing traffic off Facebook to your website, but there is a big distinction. Traffic ads can be optimized for landing page views, meaning Facebook will show your ads to the people that are most likely to click on your link and load your website. Conversion ads can be optimized for whatever events mean most to your business, such as website purchases, sign-ups or scheduling appointments.
I’m Ready to Get Started. What Steps Do I Need To Take?
Set-Up Facebook Pixel.
The first and most important step is making sure that you have a Facebook pixel and standard conversion events set-up on your website. These are actually small pieces of code that go on your website that allows Facebook to track the behaviors of customers visiting your website. The standard events are set-up on specific pages or buttons that you deem as important to your business (for example, your thank-you page after a purchase has been made, or the actual purchase button itself). Once this code is installed, you can start collecting important data that will help drive those conversions down the road.
Create traffic ads.
Once you have a pixel, you need to create ads that are going to drive traffic to your site, in turn giving the pixel data to work with! Create campaigns with a traffic objective, and optimize your ads for landing page visits. Create ads with intriguing and engaging copy and images, and let people travel to your website and learn more about your company and what you have to offer.
In order to get the most high-quality traffic, it is best to set your placements to focus on Facebook and Instagram feeds and stories. If you want people that are more likely to convert, those placements will get your more quality traffic than placements in the Audience Network. Monitor those ads regularly and make sure you’re getting the performance you want.
Create conversion ads.
Lastly, it’s time to create conversion ads and retarget those leads you received from your traffic ads, optimizing them for the conversions you want. You can duplicate your traffic campaign and change your objective to conversions.
You can now open your ad set back up to automatic placements, as you’ll be targeting a hot audience that you know has already shown interest. You will choose to optimize for whatever conversion event you think is most valuable. You will want to use the Post ID method—take the post ID from your traffic ad and on your conversion ad select ‘use existing post’ and paste the ID in that field. Now you are all set to turn those interested visitors into customers!
Need help setting up Facebook ads?
Talk to us to see how we can help you with your Facebook paid ad strategy and start getting those important conversions!
Sources: SocialMedia Examiner
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