Three Keys to Converting Website Traffic from Facebook

03/01/2017 12:31 pm ET Updated Mar 01, 2017

One of the most popular ways to advertise online nowadays is Facebook. There advertisement platform is so defined that you can target people based off the most specific characteristics and locations. The key difference between the Facebook advertising platform and Google Adwords, is that Google is search driven, meaning people are already looking for what you’re potentially selling them.

This is why a cost per click on Google Adwords can sometimes run over ten dollars. For most small to medium size businesses, this high of a cost per click is too high when compared to Facebook.

To better understand advertisements on Facebook, I connected with Peter Szabo, one of the most sought after Facebook ad experts. Peter runs an agency that does over seven figures a year in revenue and manages advertising budgets for dozens of clients.

What sets his strategy apart is that he focuses on driving a profitable return on investment, which tend to range from 300 to 1,500 percent. This means for every dollar spent with Peter’s agency, he tries to drive at least three dollars in sales back.

To understand the strategy behind his agencies tactics, he broke down the way they implement and manage advertisements on Facebook:

Start With the Pixel

Advertising online stems from being data driven. Without data, you can’t understand what is working and what needs improvement. To collect data through your advertisements on Facebook, you need to install their Facebook pixel on every page of your website.

Installing the Facebook pixel on your website will enable you to track conversions, optimize your bids for conversions, and remarket to people who have clicked on your advertisements. These tools can become very analytically driven, as with remarketing for example, you’ll be able to target people based off of the specific actions they’ve taken on your website. This means if someone adds a certain product to their cart on your website, you’ll be able to show that product to them again on Facebook.

Understand and Test Your Audience

One of the best parts of advertising on Facebook is that you can pinpoint your audience based off of a ton of variations. This means you can target their interests, likes, location, and more.

The key to making the most of this ability is to continuously refine your audience. This means test and then test more. If you think you have an audience that converts well, make an iteration of it to see if you can create an audience that performs even better.

Focus on Key Performance Indicators

Just like any strategy in business, you need to understand your end goal with advertising on Facebook. If you want more installs on your mobile application, make sure you structure your advertisements to perform that way.

By focusing on your key performance indicators with your advertisements, you can make adjustments in a more effective manner. This means your advertisement copy should align with what you’re selling and your sales funnel should have a similar message across the board.

Driving traffic from Facebook advertisements is easy. The hard part is converting that traffic into users or customers. If you’re running advertisements on Facebook, remember to focus on key performance indicators, understand your audience, and make sure your pixel is properly installed on your website. Now that you know how to convert website traffic from Facebook, it’s time to start an ad campaign that generates a positive return on investment!

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