Before you spend a dime on Facebook ads, make sure you’ve identified whether you’re more interested in getting users to click to your site and browse OR whether you want users to click to your site and purchase one of your products or services.
Facebook ads offers more than a dozen objectives, but the most important of these objectives to your bottom line is clicks and conversions. The advantage of a pay-per-click ad is that you only pay when a user clicks to visit your site. This strategy is most beneficial if you’re more focused on brand awareness than attracting new customers, because it only measures the number of users… not whether they performed a specific call-to-action on your site.
On the other hand, with a website conversions objective through Facebook ads, you only pay when a user performs a specific call-to-action, such as signing up for a newsletter or purchasing a product. Facebook ads lets you choose whatever page or screen you want to keep track of as it relates to the number of conversions. But to maximize website conversion ads, make sure the page that Facebook ads tracks your confirmation page – for example, “Your purchase is complete,” or “Thanks for subscribing,” because THOSE are your actual conversions. If Facebook ads tracks your landing page, this will not give you an accurate measurement of who converted, because a visitor may not have done anything more than browse your site.
I equate this to a roadmap. The only way to know where you’re going is if you identify where you’re trying to go in the first place.
Now, if you want to make the journey a lot more enjoyable, I also recommend:
Adding in heat mapping like CrazyEgg to whatever page(s) your ads are linking to. This way, you gain a much better understanding of how people are interacting with your pages and can make adjustments as needed.
Checking ad performance daily. Don’t fall into the “set it and forget it mentality.” If you do, you’ll burn through your ad spend quickly, and likely not get anywhere near the results you were hoping for.
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