Facebook marketing can seem like a scary thing to those who don’t know it. Before you start spending your ad dollars, you should make sure your website is prepared to handle the traffic that will come your way. To make sure a visitor converts to an eventual sale, these things should be in place on your web site:
Set up the Facebook Pixel.
The Facebook pixel is a piece of code that you need to install in order to remarket to or retarget visitors. Here is a video I created to show you how to install your Facebook Pixel. The Facebook Pixel is an important tool to enable you to reach visitors who have engaged on your site. Pixel will inform Facebook when someone visits your site, which page they visited, and when. As a result, you can create some pretty amazing custom audiences. Here's a breakdown of the types of insights Pixel will allow you to see:
- All of your website visitors during the past 1-180 days
- People who visited a particular page or group of pages
- Who visited a particular page but not others
- People who visited during the past 180 days, but not lately
- Visitors who executed certain events X number of times or valued at X dollars
- Those who were within the top 5%, 10% or 25% of most active visitors
Creating this type of custom audience requires a minimum source audience of just 100 people. But, due to Facebook's matching algorithm, it works much better when your custom audience is over 1,000 people.
Create Landing pages.
These pages can be set up on many popular website platforms. They are hidden from navigation so visitors who click your ad will come to the exact page they were looking for from the ad. These pages are optimized for search and are perfect advertising. For example, if I’m selling a lightroom plugin, brides won’t be interested in that particular product. So, I would create a landing page (not on my website navigation) with that information so photographers can purchase my product. Or if you are advertising a special that you only want people who click on your ad to see, you can set up a landing page.
Research and Targeting.
Many photographers target their audience incorrectly. They lump many interests in an ad without knowing what really works. One method I use to research the best target audiences is called Audience insights. It’s a tool within Facebook Ads manager (under Plan) that allows you to customize your research based on interests. Click here to find out more information about Audience Insights!
Speed test your website and mobile site.
I use GT Metricks to do this. This will ensure that your site is running smoothly and quickly, and will help be better for conversions. Dotcom-Tools is another web site I use to test my speed from various locations. If you have someone else managing your website make sure they see the results of this test. It’s not only good for Facebook Marketing, but an overall good practice.
Your website is the key component to a successful Facebook marketing campaign. This is why you want to begin with your website, then narrow down your target audience and the actions you want them to take. With a service based business, one website visit might not result in a sale. But with consistent marketing and retargeting in addition to ensuring that you are offering your visitors value, you can turn those lookers into bookers.
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