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Chapter 1: Facebook Traffic Rush
Facebook (https://www.Facebook.com) is the king of social media with over 2 billion active users logging on to the platform every single month. People from all over the world go on Facebook to post status updates, read their friends’ updates, meet new friends, and more.
As a business owner, you want to capitalize on the sheer number of Facebook users and get them to visit your website. Imagine if you can get even just a very small percentage of Facebook users to land on your website!
You’re talking thousands of people reading your content – people who will more than likely share your post if it’s something they find super valuable and useful!
Organic Facebook Posts Vs Facebook Ads
There are two ways to promote your content on Facebook: (1) by promoting it organically to your fans and followers, or (2) by promoting it on Facebook Ads.
With the first method, you’re not paying any money to Facebook. You’re only promoting to your fans and followers. On the surface, this may sound like a great plan.
However, with each algorithm update, Facebook organic reach is ever dwindling. This means that even if you have millions of fans, only a small percentage is going to see your post in their news feeds!
A few years ago, organic reach was extremely good. Every time you posted something on your fan page, a large majority of your followers will see your post. So if you were promoting or selling something, you would essentially get sales without paying for traffic.
However, in recent years, Facebook has been doing its best to go back to its ‘social’ roots. Instead of showing posts from fan pages, Facebook has been prioritizing updates from people in your circle of friends.
If you’ve got hundreds of friends, you’ll see most of their posts on your news feeds instead of posts from pages you’ve followed. This is obviously great news for Facebook users themselves, but not so much for business owners who carefully manage and maintain a huge following on Facebook.
So, with the ever-declining numbers of organic social media traffic, many business owners have been forced to turn to Facebook Ads.
Many social media marketers swear by the power of Facebook Ads as it is very cost-effective compared to other advertising options like Google Adwords and other traditional marketing methods.
With Facebook Ads, you no longer need to worry about organic reach. You can simply set up an ad from your Ads Manager account, target the right audience demographic, define your budget and Facebook will take care of the rest for you.
The truth is no other social media or advertising platform can offer the kind of targeting options that Facebook offers. You can target people based on many different factors such as location, interests, hobbies, affiliations, and so much more.
There’s even an extremely powerful tool called Facebook Pixel. It’s just a snippet of code you add to your website’s header section. The pixel is powerful if you know how to use it and read its data correctly.
With the pixel, you can track what your visitors are doing on your website. You’ll know if they signed up to your mailing list, or if they bought something in your eCommerce store. With the Facebook remarketing feature, you can retarget people who’ve visited your site and send them highly targeted offers.
With the lookalike audience feature, you can upload your own customer data, and Facebook will try to look for people who are similar to your own audience. This basically means reaching more of the same people with just a push of a button!
How To Drive Traffic To Your Website Using Facebook Ads
In this section, you’re going to be learning a few ways to get people to land on your website simply by signing up for Facebook Ads. Let’s begin!
1. What do you want to achieve?
This is the first step on the list. You have to sort out your goals – do you want to increase your brand awareness? Do you want to get your ads in front of as many people as possible? Do you want people to visit your website? Install your app? Buy from your online store?
Facebook Ads have 3 different campaign objectives – you have to choose the right objective that will match your goals.
For example, if you want people to visit your website, then you may want to choose the Traffic objective. But it’s not always the right choice especially if you’re targeting people who have yet to hear about your brand. This kind of traffic is called ‘cold traffic.’ If you want higher engagements on your posts, you’re going to have to convert this cold traffic to warm or hot traffic.
For cold traffic, try getting them aware of your brand first. You can choose between Brand Awareness or Reach objectives. You’re basically introducing your brand to your target audience, sort of like saying “Hello, I’m here! I exist!”
You can try letting your ad run for a few days while spending a few dollars each day. It’s not going to bankrupt you, you just want to test the waters.
When your advert’s been viewed by a good number of people, then you may want to create a second advert and this time use another ad objective. You can then target the people who’ve engaged with your initial, testing-the-waters ad.
Since they’ve already engaged with you, they’re not cold traffic anymore. They’re now known as a warm audience – people who’ve interacted with your brand previously. You’re not total strangers anymore.
So, in the second stage of your advert you should remind people of who you are. Remember, people do see tons of content on their news feed. So don’t be shy – remind people that they’ve seen you before!