If you haven’t started implementing ad campaigns on Facebook then you’re missing out on a valuable opportunity to generate leads and increase traffic to your website. Whether you’re completely new to the realm of social media advertising or you’ve created ads in the past, this article can help show you how to get your campaigns on track and take back control of your marketing efforts.
Many people hold the misconception that you need a ton of money to advertise on social media. The truth of the matter is that anyone can build a successful Facebook ad campaign with just $5 per day. If you run the ad continuously throughout the month, you’re looking at an advertising budget of between $150 and $155 per month.
Now, that may not seem like a lot to you and the truth of the matter it isn’t – but that doesn’t mean that it’s too small to achieve results. The good news is that it’s smart to start out slow. Jumping into the world of Facebook advertising and chucking hundreds of dollars at your first ad without knowing what you’re doing is pretty much the equivalent of setting your money on fire.
The key is to start out slow with a small budget and then gradually build your campaign up once you’ve experimented with different ad sets, parameters, audiences and extrapolated solid insights from your data. This not only minimizes your risk but increases your potential to find new or ideal demographics to market to.
This article is going to show you how you can increase your website traffic and boost your conversions by spending just $5 per day on Facebook Ads.
Before you get started
The first thing you want to do is to make sure that you have installed the Facebook pixel on all of the pages of your website. A Facebook pixel is a snippet of code that you can put into your website that allows Facebook to monitor activities on your pages. You also want to set up custom conversions so that Facebook understands which actions taken on your page constitute a conversion for your company. For instance, a conversion could be anything from signing up for an email list to adding a product to a cart or purchasing an item. You can set up your Facebook pixel and custom conversions through your Ads Manager.
Before you get started it’s essential that you understand how Facebook ads generally perform so that you have a benchmark in order to measure your results against. The average conversion rate for Facebook ads across all industries is .90%. This is the minimum percentage you are shooting for. If you over-perform, great. If you under-perform, then it’s time to start making some changes.
It’s also important to get a feel for the average cost per click (CPC) per industry. If your company’s industry isn’t included on this list then you should know that the average cost per click across all industries is $1.72. You may find that in your case this number is substantially lower, or you may find that it is a bit higher. The only way to find out is to roll up your sleeves and get started.
Creating Your Ad
When you click on the “Create Ad” button in your Facebook Ad Manager, a box will pop essentially asking you what your goal is for your promotion. For all intents and purposes, we will focus today on the “Get More Website Visitors” feature as it is best optimized for directing traffic to your website.
When you click on the “Get More Website Visitors” button, another window will pop up giving you various options to create your ad.
This pop-up gives you a box to type in your website’s URL and also provides the option to choose the format of your ad. There are currently four formats offered:
1) Single image
2) Carousel (scrolling images)
3) Slideshow ( a feature which creates a short slideshow out of a handful of images)
Generally speaking, video is statistically proven to have the highest conversion rates, but that doesn’t necessarily negate the other options. While I know many people who use videos in their ads, I also know a number of people who have used single image ads and found success with them as well.
Once you choose the format of your ad, you can proceed with uploading the relevant images/video content via the “Browse Library” button (to upload content from your computer) or “Free Stock Images” button (to select a stock image from Facebook’s selection).
It’s also worth noting that you have the option to preview your ad as it would appear in your Facebook’s newsfeed via your desktop, via your mobile device as well as how it would appear as a Messenger ad or an Instagram ad.
After you finish uploading and previewing your content you can scroll down to create the Headline and Text elements. Your headline can have a maximum of 25 characters and your text can include up to 90 characters. Make sure your content is engaging and action-oriented in order to achieve the best results.
After this section you will scroll down to the section where you can define your audience parameters. Facebook gives you the following options:
1) People you choose through targeting
2) People who like your page
3) People who like your page and their friends
4) Custom audiences
For option #1, you have the opportunity to custom build your audience based on numerous factors such as gender, age, location, interests, behaviors and demographics. Option #2 targets individuals who have liked your page and option #3 targets both them and their friends on Facebook. Option #4 gives you the ability to create a custom audience that you can save and use for future ads.
Automatic placements essentially gives Facebook permission to spread your ad across multiple placements based on their likelihood to perform.
Duration and Budget
The next section you will scroll down to covers your budget and the duration of the ad. Facebook gives you two options when it comes to duration:
1) Run this ad continuously
2) Choose when this ad will end
The option you choose depends on your specific preference. If you choose to run the ad continuously, Facebook will simply continue to run the ad at the specified daily budget until you decide to manually stop it.
If you decide to choose when the ad will end, you have the option to run the ad for 3 days, 7 days, 14 days or choose a specific date that works best for you.
Now, we move on to the budget section.
Facebook gives you the ability to type in a numerical value for your budget and also auto populates the amount of clicks you are estimated to get based on the budget input.
As you can see based on the image above, a daily budget of $5 will return between 14 and 40 website clicks per day. You’ll need to have a lead magnet such as an email subscription pop-up in place in order to ensure you make the most of the traffic that is being directed to your site. It’s also worth double checking that your landing page is up-to-par and set up to convert.
So, let’s say that you type in a daily budget of $5 and you decide to run your ad for 30 days so that in total, your ad budget for the month would be $150. This means that you can reasonably expect to receive between 420-1,200 website link clicks for the month.
Keep in mind that your conversions are highly dependent on the quality of traffic that is being driven to your page and as a result, knowing your audience and targeting your advertisements to the right demographic are going to be absolutely indispensable factors to your success. So, the hard truth of the matter is that if you aren’t converting, either your proposition isn’t good enough, or you just don’t know your audience well enough.
It’s also worth noting that experimenting with ads is also crucial to success. If your first ad doesn’t perform well, don’t get too discouraged (especially if you’re new at this). It takes a while to figure out which content performs best with your audiences.
For example, maybe you find that certain images perform better than others or that video ads drive more traffic than static image ads. There are numerous factors that contribute to the success of your ads and something as simple as the CTA you include can make all of the difference.
This is why it’s important to start out slow and think long-term. Patience is key – especially when you’re limited by your budget. Start by running your ads for a short period of time such as a day, two days or a week and then compare performance based on the different types of ads you’ve chosen.
Remember that a large sample is going to be key to extracting accurate insights on information. It’s going to be difficult to get solid insights from an ad campaign that only received 100 impressions. However, an ad campaign that receives 1,000 impressions is one that you can use to effectively extrapolate insight from.
Also keep in mind that time of day and day of week can influence your results. Try to keep your experimenting as controlled as possible in order to receive the most accurate insights from your data. If you find something works, keep doing it and if something isn’t working well, mix it up. Constant experimentation will put you on the road to success. It just takes time.
Facebook ads are an extremely effective way to boost traffic to your website and increase conversions. Many people hold on to the misconception that you need to have a large budget for advertising on social media, but the truth of the matter is that anyone can build a successful Facebook ad campaign from the ground up with just $5 per day. So, what are you waiting for? Get out there, start experimenting and get on the road to your best year yet!