Facebook ads now come in several varieties. You can promote your Page, posts on your Page, actions users took, or your website itself. Despite Facebook’s increasing focus on native ads and keeping traffic on its site, you can still be successful sending users to your website.
Facebook ads are targeted to users based on their location, demographic, and profile information. Many of these options are only available on Facebook. After creating an ad, you set a budget and bid for each click or thousand impressions that your ad will receive.
Users then see your ads in the sidebar on Facebook.com.
This guide will walk you through the best practices for creating CPC ads that drive traffic to your website. Facebook’s other ad options are great for driving engagement and brand awareness, but ads driving users off site are still the best option for direct response advertisers looking to make a sale.
Who Should Advertise on Facebook?
Many businesses fail at Facebook advertising because they are not a good fit. You should always test new marketing channels, especially before demand drives up prices, but make sure to consider your business model’s fit to the network.
Facebook ads are more like display ads than search ads. They should be used to generate demand, not fulfill it. Users are on Facebook to connect with their friends, not to find products to buy.
Low-Friction ConversionsThe businesses that succeed with Facebook ads ask users to sign up, not to buy. You must use a low-friction conversion to be successful.
A visitor to your website wasn’t looking for your product. He clicked your ad on a whim. If you’re relying on him to immediately buy something to make your ad ROI positive, you will fail.
Facebook users are fickle and likely to click back to Facebook if you ask for a big commitment (purchase) up front. Instead, stick to simple conversions like signing up for your service, filling out a short lead form, or submitting an email address.
Even if you sell products, not services, you should consider focusing on an intermediate conversion like a newsletter signup. Then you can upsell later through email marketing.
Daily deal sites like Groupon, AppSumo, and Fab are good examples of businesses that can succeed with Facebook advertising. After you click one of their ads, they just ask for your email address. They’ll sell you on a deal later.