If your goal is to increase the traffic that your landing page is receiving, Facebook Ads may be just the tool you need to learn about.
Whether you simply want to receive more exposure in your page or increase your sales or downloads, there is no better way to hit the target than by using Facebook ads to reach the users you need as lead magnets.
In this article we will explore the following sections:
- High-Quality Traffic Insight
- Landing Pages: The Importance of Not Necessarily Using Your Homepage
- Getting Started Driving Traffic to Your Landing Page
- Why are Facebook Ads So Efficient?
- The Road Towards Driving High-Quality Traffic to Your Landing Page
- Facebook Ads and Your Competitors
- Facebook Ads and Mobile Devices
High-Quality Traffic Insight
It’s normal for a start-up business to want to concentrate on simply driving any type of attention towards your new page in order to get some immediate attention. However, this could be a dangerous and expensive tactic to use.
While considering driving traffic to your landing page, you must focus on quality over quantity.
In today’s world where the number of followers on social media is a must-have, when it comes to a profitable business model, you must pay more attention to obtaining traffic that will be interested in what you have to offer so that it can potentially lead to a sale.
Traffic: any type of visitors to your page that will not necessarily lead to sales, downloads or engagement in your product or service.
High-Quality Traffic: visitors that will be potential clients or users of your product or service according to your business model and offerings.
Advertising in general, whether it involves Facebook Ads or not, requires a great deal of strategy because not every person that shows interest in your brand will result in a profitable margin for you.
To assess the type of audience you need to target that is best for your industry, you must first create said marketing strategy to know what high-quality traffic will mean for you.
This includes learning the demographic of your audience and shaping a strategy according to several factors such as income level, gender, location, age and even profession.
According to the U.S. Small Business Administration it is recommended that a small to medium-sized business invests 7 to 8 percent of their gross revenue towards marketing and advertising, but if you are just starting up, it is recommended to use 2 to 3 percent of your revenue. Larger companies should use up to 20 percent in a competitive industry.
This insight tells you just about how much you should be putting aside to invest into your business’ marketing and advertising campaigns. The good news is that Facebook Ads is a fairly cheap way of advertising, which will get you more in return for your investment.
However, just because you can attract a large audience through Facebook Ads, doesn’t mean you should go all out and get any traffic you want to get.
One of the biggest mistakes that businesses regularly make is attracting as many people as possible to navigate to their landing page and get them at the cheapest possible price.
This is exactly where quality over quantity comes into play when it comes to leads.
A common strategy to drive traffic to a business is to offer free services, which would be up for grabs by a certain amount of people who would claim the product or service within a certain time frame.
While this strategy would indeed gain you a lot of traffic, it would also attract people who would possibly only be interested in what you have to offer due to the incentive of it being free, but they may not have the financial possibility of going through your door again.
Instead, it’s better to create marketing strategies that would bring in leads, even if at a higher cost, that will reach a smaller audience with a more specific demographic but that will potentially really invest in your business.
Avoid any marketing strategy that will give users a one-time experience that they would do just for the fun of it, but would never repeat due to their financial limitations.
From every marketing campaign, an average of 5% of your leads become real users or customers. Successful marketing campaigns have a turn around of around 28%.
And although the numbers may seem low, they actually mean a lot for a business if they will invest in what you have to offer and then continue to do so as regular clientele.
These prospective long-term users are what is considered high-quality traffic, as it is far more likely that they will invest into your business model. Normal traffic will just hover on your landing page without hope of their browsing turning into a real commitment.
Acquiring even 5% of converts from a marketing campaign will always break even with what you invested into your advertising and will be more valuable than having traffic that will not lead to anything.
Landing Pages: The Importance of Not Necessarily Using Your Homepage
Although the name is quite obvious, a landing page is the page where a user ends up, or “lands on” after clicking on one of your advertisements, not to be confused with your website’s homepage.
A lot of start up businesses make the mistake of using their website’s homepage as their landing page thinking that as long as they already got to the website, they will navigate the page freely and investigate the endless options that their business has to offer, and this just could not be more wrong.
In order for an advertisement to be successful, it is necessary that the advertisement is optimised to suit the specific purpose of the advertisement.
If your advertisement, for example, shows an image of a specific pair of shoes then a user will click on the advertisement expecting to be led to the page where they can see that exact pair of shoes so that they can consider purchasing it.
If it happens that the campaign manager made the landing page the website’s homepage, then the user will quickly exit out of it and not even attempt to find that pair of shoes – at least the large majority of users will not do it.
You want to give easy access to what you are promising in order for users to follow through with their investigation about what you have in store for them.
All of this information is relevant because even though you may have the perfect ad campaign on Facebook with a huge audience attraction, your advertisement could still fail if your landing page is not what they are expecting to receive.
This tells you that your landing page can really be anything at all as long as it gives exactly what you are advertising.
Failing to do so could result in a wasted ad campaign and for you to lose the trust of potential future users or clients.
Getting Started Driving Traffic to Your Landing Page
Now let’s take a look at how you can really score the high-quality traffic you want to visit your landing page with Facebook Ads.
The main goals with a Facebook Ads campaign should be the following:
- Offer Something Useful or Attractive
Do not make the mistake of trying to sell something just because it is attractive to you. Not everyone has the same taste or needs, therefore, you should concentrate on offering something that people will actually want, not just you.
This is often the most difficult part to grasp for new business owners, as many businesses start up by owners trying to offer something that they themselves enjoy without considering if others would also enjoy it.
While some get lucky and do offer something that they enjoy and so do a lot of other users, you don’t want to leave this to chance. Do some market research about what you are offering to make sure that what you have will be attractive to others.
To find out what people really want, be open and talk to others. Communicate with people you know first so that they can give you feedback on whether they would obtain what you are offering or not.
- Get Creative with Your Ads
Encourage your audience to find out more about what you have to offer by creating interesting advertisements.
The truest saying of them all, states that you may not remember what someone said to you, but you will remember how they made you feel. This is especially true when it comes to advertising.
Show your brand’s image through creative ads so that users can remember you and start identifying with your brand and offerings.
You want to give people a show – and entertainment always sells, so play with your ads and don’t be afraid to get creative. It will surely pay up.
- Prepare the Landing Page You Need
Without an appropriate landing page, you might as well not do an ad campaign at all, as it will sure fail.
Identify exactly what you are offering in your ad and think of it as a promise. If your landing page fulfills the promise of what your advertisement is offering, then you have the right landing page.
But if your landing page varies even slightly, you should reconsider the purpose of your advertisement or the efficiency of your landing page.
Why are Facebook Ads So Efficient?
Because pretty much everyone and their mom uses Facebook. Even dogs have their own Facebook profile. Wild, right?
Facebook is the biggest social media network in the world with an astonishing 2.6 billion users registered worldwide as of the first quarter of 2020.
With a possible reach of 2.6 billion users, the sky’s the limit when it comes to Facebook Ads.
Not only does Facebook provide such a large audience to take advantage of with advertising, but it also presents a cost-effective way of advertising.
If you are just starting out, you can have a budget for as low as $10 USD and still create a marketing campaign with that amount of money.
Most Facebook users spend a large chuck of their days invested into Facebook, and even if they don’t spend hours and hours on the social media network, they still drop by throughout the day to check for updates.
When you have access to an audience that willingly accesses a platform daily and several times a day, you have hit a gold mine.
On top of it, Facebook allows even amateurs to the marketing world to create tailored advertisements easily and to target the exact audience they are aiming for.
You don’t even have to look for the people, Facebook does that for you. All you have to do is choose the age, gender, location and even their hobbies.
How cost effective is it?
For as low as $5 you can ready up to 1,000 people.
And it doesn’t stop there. You can also choose for how long you want your ad to run, the radius of the area you want to target and you can even control the exact time when the ad will begin.
Besides all of these wonderful tailored options to build an ad campaign, Facebook has another great advantage – it delivers results fast!
This makes Facebook Ads the perfect solution for businesses to use as they can start a campaign at any given moment to boost their sales or brand awareness.
Which leads us to another reason why Facebook Ads are so important: they help users discover your brand and give you presence in an audience that would otherwise probably not have heard about you.
This is important because it will boost traffic to your website without much investment and will cause your advertisement to be more effective not only on the short-term but also on the long-run.
As all Facebook Ads target a very specific audience, you will more than likely not waste any traffic on leads that may not gain you any benefit.
Due to Facebook’s feature of sharing advertisements and tagging people, this social media network increases your chances of having word-of-mouth recommendations and referrals.
These features make recommendations so quick and even provide reviews in a real-life manner so that users can see what your business is all about.
This is priceless advertising that only Facebook Ads can offer.
The Road Towards Driving High-Quality Traffic to Your Landing Page
To attract high-quality traffic put yourself in the shoes of the consumer.
If you’re spending part of your day scrolling through Facebook all jolly and merry and then suddenly come across an advertisement. What is your normal reaction? To be annoyed or to maybe have the curiosity to click on it?
On the occasions when you are annoyed, it’s because the advertisement often has something that you are definitely not interested in or have already purchased.
If a user comes across your advertisement and experiences the sentiment of annoyance, just like you often do when you come across an advert, then consider what you can do to turn your advert around.
An ad is less likely to be annoying if it offers something that portrays a need or that can solve a problem. This is the best way you can gain your audience’s trust.
If on the other hand, what you are offering is neither a necessity or fixer-upper but more of something on the pleasure or luxury side then what you want is for your advertisement to become an experience rather than an annoyance.
This way, even if a user is not interested in what you have to offer they will remember your brand and think about you with a positive light in the future.
But more often than not, the advertisements we run into on Facebook actually do present us with something that calls our attention whether we need it or not.
This happens because Facebook Ads are highly detailed and target very specific audiences.
All of the information you post on your profile helps Facebook categorize you into a very specific demographic that helps advertisers target you as their audience.
This is the recipe that Facebook gives you so that you can attract high-quality traffic and not just create an ad that basically anyone can see, whether they would be interested in what you’re offering or not.
Facebook Ads and Your Competitors
Not only is Facebook helpful to create your own marketing campaign, but it also helps you to strategize by allowing you to see how your competitors behave.
You can easily check your competitors’ Facebook page and consult how many followers they have and how they advertise. By exploring their page, you can easily tell if an ad campaign they ran was successful or not, helping you to learn from their mistakes.
Exploring what your competitors are doing may sound like a dirty trick, but it is a necessary step not to copy what they are doing, but to learn about what works and what doesn’t.
This is specially true if you are just starting out and beginning to test the waters with Facebook Ads.
Because although Facebook Ads are fairly inexpensive to run, if you have not done any previous research, your campaign could still fail; and no matter how little money was spent, it was still money thrown away.
Analyzing what your competitors are up to is just part of the learning process to understand your potential users or clientele.
Facebook Ads and Mobile Devices
If you still need reasons to understand why you can’t go wrong with Facebook Ads, then you need to consider one more thing.
Facebook is not only accessed through a computer or a laptop. Most, if not all, of its 2.6 billion users access Facebook through its app on a mobile device.
This means that when your ads run, they will more than likely be accessed through a mobile device.
In fact, 96% of the Facebook Ads revenue is generated through mobile advertising.
Which tells you that you need to make sure that your landing page is presentable to be accessed on a mobile device and not just on a computer.
Although most websites already do count on a desktop and a mobile version, there are still those who don’t consider how often their traffic will access their landing page through a mobile device.
If your landing page fulfills the promise of your advertisement, but is not easily accessible for mobile devices, your campaign could still fail.
Your landing page’s image will be one more factor you need to consider to maintain the traffic that will arrive at your landing page. Because driving the traffic to your landing page is one thing, but retaining it is a whole different can of worms.
To make a wholesome Facebook Ads campaign remember to:
- Identify and target your audience.
- Offer something useful, that solves a problem or that makes an impression.
- Aim to create an experience for your audience through creative advertising.
- Prepare your landing page for desktop and mobile use.
Overall, Facebook Ads works because it’s clean, simple and it has a plethora of users that it can choose as targets for your marketing campaign to work.
This is the best tool to drive valuable, high-quality traffic to your landing page with little effort, a low investment and a fast-acting approach that you just can’t find in any other platform.
And as Facebook continues to grow its user base, it will only continue implementing new and more effective ways of advertising, which is all organisations worldwide can hope for in order to continue with their successful marketing campaigns.
Facebook Ads work because of its simple reach towards people and its basic approach towards communication.
And really, that’s all advertising is, good ol’ communication with a group of strangers around the world who are open to learning about you and what you have to offer.