Is there a way to get (or at least optimize) Facebook ads so that I get more website clicks?
You can google many answers and see that most people will tell you to have good imagery and use a great call to actions. Both are true.
You will see people tell you to test multiple placements and types of ads. All true.
I’ll share some specific strategies I’ve used running a small niche content site using paid traffic over the last few years (side project).
- Use curiosity and US vs Them content. Create a controversy, that someone needs to click to find the “winner” or outcome.
- Use conversions to start to build audiences that made it to your landing page (vs just clicking the ad). Conversions to “view content” can be more expensive than just clicks, but it assures people get to your landing page/content vs falling off and you get to create clean audiences.
- Use traffic campaigns to get clicks to audiences that look like site/url visitors.
- Use PPE (engagement) campaigns targeting the same ad ID as your conversion and website clicks ads. – While your goal might not specifically be any of the typical engagement criteria, a good ad will get people to click. Sometimes PPE link clicks are cheaper than other campaign clicks.
– Additionally the increased engagement lowers your overall CPM and you will get additional clicks from people sharing with friends.
– Plus social proof increases CTR
- Use video or slideshow ads. make a video like a very quick movie preview… that forces the viewer to click through to see the end…
- Use video view objective with the short videos you make, add a link.
- If you are trying to scale out your “clicks” , using video gives you the option of creating additional lookalike audiences.
- Build lookalike audience of post engagers, website visitors, specific url visitors, video viewers xx%, Plus if you have lookalikes of your email list, purchasers etc… Add these audiences to each of yoru campaigns.
- Once you find an ad that “works” use the same ad ID in each ad to continue to gather social proof.
- Use the CTA button on the ad. Test NOT using a CTA button on the ad (no button looks like content while a button looks like an ad).
- Use multiple ad campaign objectives at the same time to lower overall cost.