Yes, you can definitely use sponsored posts to drive traffic to a website. Below is s0me data from a project I worked on specifically to drive traffic to a website. This was a niche site with a highly passionate audience, but it shows what is possible.
If you want to run traffic as a long term strategy, then I’ll suggest approaching this sequentially, with your most expensive traffic coming at the beginning of the campaigns.
1. Start with conversion campaigns with a “view content” optimization goal. Make sure to install the Facebook Pixel and event code on the site and specific pieces of content you want to promote.
I’m specifically suggesting a conversion campaign, because you want people to end up on you page, not just to click the ad. Believe it or not there is a difference between people who click an ad and people who will wait for the page to load. In this case, and with a long term outlook you should be willing to pay a bit more to get good traffic to your site. (you will see why as you continue to read)
2. Start creating an audience of people based on the “view content” event.
3. Start an audience based on visitors to each of the URLs you are promoting.
4. Build “lookalike Audiences” for each of theses Custom Website Audiences. Basically Facebook find people who are similar to the people who already visited and are likely to do the same.
5. Start running the same ad to the lookalike audiences for conversions. (note your CPM/CTR/And CPC)
6. Replicate the ad and adset into an engagement campaign. If you have a high enough interest, it’s possible that an engagement campaign will produce a lower cost per visitor. Give it a few days.
Part of the reason the cost per click/visit is lower for an engagement campaign is that Facebook loves engagement. So the more people comment, react and share your ad, the lower you cost
7. Test the same ad, but in a video view campaign with a call to action button. Often a short “teaser” video will force people to click through to see the rest of the video. You will get some negative reactions too, but the positive should outweigh the negative.
8. Now that you have a high click through rate and high engagement ad, you can test the traffic objective.
9. The essential thing here is to create large audiences that look like your ideal visitors and test a lot of creatives and how people react to them.
10. Test creatives. I always start with a normal still image and move to video and slideshow. Done correctly slideshow ads work well to create a teaser type video. They also have a feature where you can add text and call to actions to the images.