By: Noah Jarosh
Any business wants web traffic to their website. Awareness and familiarity is key to getting business, and what better way to build on both of those than to get someone to visit your online domain? However, it can occasionally be tricky to get the levels of traffic you hope for. One way to bolster your numbers is through Facebook advertising, where it can cost just a few cents to get a potential new customer to visit a website. Here are some tips for maximizing the amount of traffic you get through Facebook ads.
Give a reason to visit your website:
Don’t just post an ad with the name of your website and hope that people will click through. That would be like going fishing and dropping a hook without any bait—you need to give a reason for someone seeing your ad to have interest in your website. That’s where the copy and image on a post comes into play. Have a strong call-to-action to visit the site and a brief (BRIEF) description of what one might expect upon visiting the page. After that, targeting should be used to find people who will be most likely to have an interest in what your website is about.
Point to a specific page:
This can be the homepage, but oftentimes simply pointing to your website homepage isn’t as effective as guiding someone to a more interesting page on your site. Have a neat tool that people might be interested in? A blog that people would love? A booking area? Direct people to those areas of the site, rather than hope they go there from the homepage.
Carousal ads should be your best friend:
This can be your best friend when looking to drive web traffic. A little while back, Facebook introduced a new ad category that allows you to post multiple links and images within one post—in essence creating multiple ads in one unit that a person can scroll through. You can post between three to five individual links within this one ad, and Facebook even helps optimize the order in which they are shown.
What this means for web traffic is you can take the "point to a specific page" tip and apply it to multiple different landing pages. For example, you can have one link to your contact form, one to an about page, one to your blog and one to your homepage. Or you can direct users to a handful of your best blogs.
This gives people a larger choice of where they go when they click. Maybe they wouldn’t have much interest in one topic, but they do in the next they see in the ad. These carousal ads tend to be used most often for e-commerce purposes, but don’t doubt the effectiveness of simply driving web traffic—we’ve seen great success on that front simply by giving a viewer more choice of what to click to.
Use a retargeting audience to your advantage:
This should be fairly obvious: If you’re running ads focused on driving web traffic, you had better have a retargeting pixel on your website so you can later reach back out to the people who showed enough interest to give you a look. (Really, you should have a retargeting pixel on your website anyway– it’s a free tool provided by Facebook. Implementing it is as simple as copying and pasting a snippet into your website code. It’s so easy, and it can be your best audience for many types of ads.)
For web traffic, however, using a lookalike of this audience will give you another target to test based on people who have already been coming to your website. You can narrow down through other targeting within that lookalike, but this gives you a great base to start with.
Choose the correct type of post:
Simply put, if you’re not using a link post it’s extremely unlikely you’re maximizing the amount of traffic you’ll get. I see this all the time in my newsfeed: Photo posts that include a link in the copy. In an unscientific analysis, a link post provides someone with a 4000% larger clickable space than a link in the copy.
It also gives you the opportunity to fine-tune a nice, bold headline that stands out. Links and captions can blend in as someone scrolls through their feed. A bold headline has a much better chance of standing out and can provide information on where exactly people are being linked to. If you want web traffic, use a link post.
Five tips, and you're already looking toward a better future for web traffic. Anything else you recommend doing to increase website visibility?