I recently ran my most successful (to date) paid ad on Facebook.
I created the advertisement in order to drive traffic to The Senase Project’s website.
We used the “promote website” button that appears on the side of the “About” section on our Facebook page to create the ad quickly.
We set a budget of $35, and decided that we wanted to spend $5 per day at most, so that we could set the ad to run for one week.
Within 24 hours, the advertisement had reached over 8,000 people and generated more than 100 clicks to the website.
Within 48 hours, the advertisement had reached over 15,000 people and generated more than 450 clicks to our site.
At the end of the campaign, we reached over 50,000 people and generated over 3,000 clicks to our website.
I used a number of best practices that I have learned over time while testing and playing around with Facebook’s different advertising options.
Below are a few tips to make your next website promotion paid campaign on Facebook a success:
- High quality images: The photos in your advertisements should be high-resolution and speak to whatever it is you are offering. Use photos of products if you’re offering a deal, or use photos of your cause or mission if you’re promoting your website.
- Compelling content: The main copy used for your ad should be compelling and speak to your product or service offering. For our example, I incorporated our mission statement (eradicating poverty through community development) into the main copy so that people would understand (before clicking) what our organization was all about.
- Match tagline to photo: I used one of Facebook’s newer advertisement offerings that enables you to create one ad with a few different photos and taglines. In this type of ad, it is critical to match the tagline (shown under the photo) to the image being used. For example, if you’re showing a photo of your team, using “Join our team of volunteers!” is a much stronger headline than “Get 15% your next purchase.”
- Set a specific target audience: Facebook lets you get very specific when it comes to creating your target audience. Make use of the demographics such as gender, age and location in order to ensure you are hitting people of quality. Also use the interest categories, as those help to define your audience even more. While 100,000 impressions sounds great, I would rather hit 10,000 quality people (people who are actually interested in what I am offering) than 100,000 people who won’t take action on the ad.
With the direction that Facebook is moving, it is becoming increasingly important for small businesses to understand how to use paid ads to drive traffic to their sites.
I have a passion for social media and helping small businesses take this next step in their digital marketing strategy.
Comment below if you’d like to learn more about how we can work together!