Do them right — Facebook Link Click campaigns (and building your first custom audience)

Do them right — Facebook Link Click campaigns (and building your first custom audience)

Think beyond (sometimes before) just the campaign objective at hand

Facebook ads can add magic to your business, but they do not necessarily perform magic on your behalf letting you sit idly buy without putting diligent planning into the task.

You need to understand the limitations of just simply putting up a campaign and hoping for good results or hoping that something magical will happen.

Here are 2 things for you to consider if you are currently planning a Facebook campaign to drive traffic to one of your websites (Link Click). They both have the possibility to dictate steps for you to take prior to or after launching the campaign.

  1. What will the customer be doing on the page that you send them to?
  2. Is this a one time thing, or do you plan to send people to your website again in a future campaign?

First point

Will they be completing a survey, registering for an event, purchasing something, or perhaps just simply reading content?

The reason to send someone to your page needs to be more than, “it would be nice if more people saw my page.” You need to ensure that you have a clear reason for them to be on your page, and encourage them to interact with your page in some fashion once you get them there.

Here are some simple ways (although there are many more) that you can gain more from your Link Click campaigns in terms of on-site engagement.

  1. For blog posts: create a call-to-action where a visitor can register for your blog’s mailing list or newsletter.
  2. For blog posts: provide an easy way to share your site’s content on social media.
  3. For blog posts: provide a user with links to read additional blog posts, and also include a master call-to-action that will take them to your main product or main company page.
  4. For a product page: provide users with a way to contact you, whether it is an email form, a live chat program, or a request for materials.
  5. For a product page: provide users with downloadable materials available through newsletter registration.
  6. For an online registration page: make it easy for the user to share your event information or share the fact that they registered with others after registration.

Second Point

Regardless of the reason for the Link Click campaign, if you seek to bring people back to your site in the form of a campaign, you need to look into adding a Facebook Pixel to your website so that you can track your website visitors and develop a custom audience to be used in later campaigns.

To some, this process may seem tedious. But believe me, it will pay off in the end.

Step 1
To create a Facebook pixel, from your Business manager, select Tools → Pixels, which will bring you to your pixels page. If you already have one made, great, skip to step 3.

Source: Facebook Business Manager

Step 2
There is a large button for creating your Facebook pixel. Click the button, give it a name, and hit "create". Voila! You have a Facebook pixel.

Source: Facebook Business Manager

Source: Facebook Business Manager

Step 3
Click to view the code, copy it, and past it between the <head> and </head> tags on the page of your site that you will be bringing people to. In fact, if possible, put it in the <head></head> of every page on your site.

Source: Facebook Business Manager

Step 1
Go to Tools → Audiences, then select Create Audience → Custom Audience

Source: Facebook Business Manager

Source: Facebook Business Manager

After this you will want to select Website Traffic

Step 2

Give your Custom Audience a name, input the domain of the website you want to track, and select the time frame for traffic to track. Play around with different Website Traffic types here, as you can create more than one audience. For example, you can create an audience for just one specific page of your site, rather than the entire site.

Source: Facebook Business Manager

Source: Facebook Business Manager

Source: Facebook Business Manager

Source: Facebook Business Manager

Congratulations! Once you have done this and if your pixel has been inserted correctly, your audience will start to update itself as you bring people to your website.

Once you have enough people in this list, you will be able to use the list for when you set the targeting of a future campaign.

Summary

It is easy to create a campaign, launch it, and just forget it. However, if you make sure that your website page is well thought out to support your campaign objective, you will indeed start to see better results from your ad spend. Getting people to your website is just half the battle, but if they are not interacting with your site the way that you would like them to, then you are missing out.

Lastly, since you have put in work in getting people to your site and having them interact with your site, it would be a shame if you couldn’t track your visitors and target them again in the future. Why is why inserting a Facebook pixel and developing a Website Traffic Custom Audience (WCA) should also be on your things to do ASAP, if you haven’t done so already.