How to: Generate Valuable Website Traffic on Facebook
April 04, 2021
Generate Valuable Website Traffic on Facebook
When it comes to increasing the traffic flowing
to your website, Facebook advertising is a great place to start. With the
platform's assortment of targeting features and advertising objectives, Facebook
provides a user-friendly way to get your potential customers on your domain.
The problem with Traffic Ads
Whether you want to point eyes at your newest product launch, an event registration page, or even just increase the traffic coming to your site to increase your SEO, traffic ads are a simple, effective way to accomplish your goals.
Why is my traffic not converting?
The traffic could not be converting for a number of reasons. It could be that the page is not as mobile-friendly and displays weird on a smartphone. It could be that there is not a clear journey for users to follow. For example, on a page without a form fill or clear call-to-action, the website visitor can feel lost.
Facebook is well aware of this, which is where the idea of reach and impressions come in. In the Facebook and social media world, reach refers to the raw number of unique users who see your post or your page. While reach refers to the raw number of unique users who see your post or page, impressions refer to the number of times your content was displayed.
The Retargeting Solution
Who better to target than those that have already shown initial interest by going through your original traffic funnel? While you may not have gotten lead information or a direct purchase from that original click, there is a way to track and nurture those unidentified users to get your message across. To do this, you will need to install a Facebook pixel.
Installing Your Pixel
To create a Facebook Pixel, you will first need a Business Manager account through Facebook. This is free and relatively user-friendly to set up. Once you have your Business Manager all set up, you can find your Pixel set up in the Events Manager section of your Business Manager account.
1. Click 'Connect Data Sources'
2. Click 'Web' as your data source
From there, Facebook will walk you through the instructions to set up your Pixel on your actual website. Facebook offers lots of integrations through common web hosts like Wix and WordPress for easy install and even offers an option to email detailed instructions to your web team, since we are not all versed in code!
Once you have your Pixel installed, you can walk through
Events Manager to tell the platform which events are most valuable on your
site. Whether it is a form fill, pressing the phone number on your website to
prompt a call, you can set up individual events to then retarget in a strategic
Using Pixels in Advertising
The advertiser has a couple of options:
Custom Audience: A custom audience, according to Facebook, is
an ad targeting option that lets you find your existing audiences among
people who are on Facebook. Custom audiences allow the advertiser to use
sources like customer lists, website or app traffic, or engagement on Facebook,
to create audiences of people who already know your business.
Lookalike Audience: A Lookalike audience basically takes the data stored in your Facebook Pixel and matches that data to create an audience that 'looks like' your existing website traffic. You can choose the size of a Lookalike Audience during the creation process. Smaller audiences are more similar to your Pixel audience. Creating a larger audience increases your potential reach, but reduces the level of similarity between the Lookalike Audience and Pixel audience.
Using Your Custom Audience
You can also use the lookalike audience option to grow your fan base and expand your pool of potential buyers. If you've been running traffic ads for a little while, and your traffic is converting, you can use lookalike audiences to find people who are similar to your best customers. It's all about presenting the information to those who are most likely to convert.
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