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Facebook Ads Traffic

How to Get Cheap Traffic Using Facebook Ads

Facebook advertising is one of the best kept secrets in internet marketing. It’s not a secret as such… after all, most of us have heard of Facebook at this point and we’ve probably seen the ads all over it!

But keeping in mind that this is a platform with a whopping 2 billion monthly users, you would probably be surprised to learn that a lot of people don’t actually use Facebook ads as part of their strategy.

You might also be surprised at just how powerful Facebook ads can be when it comes to growing your site on a limited budget.

And Facebook ads really are powerful. In fact, they’re probably a fair bit more powerful than Google AdWords and potentially any similar method of building traffic. And yet when you think about PPC, almost always the mind will turn first to Google AdWords.

In this report then, we’re going to break down Facebook Ads and look at why they are so powerful when it comes to getting more traffic to your site. Moreover, we’ll see how you can get the very most from them in order to grow your own channel.

The Basics

Let’s start with the basics. What is it about Facebook ads that makes them so powerful? How do they work? And how are they similar and different to AdWords?

Well, like AdWords, Facebook ads are ‘PPC’. That stands for ‘Pay Per Click’ and it means that you pay out each time someone clicks on one of the adverts. You can choose precisely how much you want to pay for each click by setting what is known as the maximum CPC – the Cost Per Click.

Facebook ads, again like AdWords, work on a ‘bid’ system. When there is a relevant space on a page for your ad to go, you will be entered into an automated bidding war. You start by bidding the lowest amount possible and only if there are other relevant ads will your CPC go up.

As with bidding on eBay, your CPC will then go up to whatever the lowest price is that will beat the next highest bid. So, if your maximum is set to $2 but the next highest bid is 50cent, then you will only pay 51cent.

Also like AdWords, is the fact that Facebook Ads are targeted. That means you can choose precisely the kind of person you want to see your adverts and precisely the kind of person you want to reach with your message.

On Google AdWords, you target by listing your ad on a specific search term. You bid to appear at the top of the SERPs as a ‘sponsored result’. So, for instance, you might appear at the top of the SERPs for ‘Best Restaurants in Santa Monica’ and that way, you are paying for that term only. Chances are that people who search for that phrase are planning to eat out and they are in Santa Monica!

This means that you are paying to be seen only by people who might be potential customers.

On Facebook, you have even more control over your ads. That’s because you get to target based on hobbies, interests, job description, gender, age, marital status and more. In other words, you are targeting based on information the users have provided to Facebook.

This allows you to very specifically target a particular person. If someone has a particular hobby or interest for instance, then you can sell products to them based on that.

So, for instance, that means you can sell a fist and shin pads to martial artists, or promote your parkour website only to people who have shown an interest in parkour.

The Combined Power of Facebook Ad Features

All this opens up a LOT of powerful potential when you consider how you can use Facebook ads to their fullest by combining these features.

Being able to control your CPC may not be something that is unique to Facebook but it is still highly powerful and especially when combined with that advanced targeting.

Setting the maximum bid means that you can potentially get a lot of visitors to your site without paying very much. But moreover, you can also control the maximum amount you’re willing to spend for each visitor. This is good news, especially if you know your ‘CLV’ or ‘Customer Lifetime Value’.

The CLV tells you precisely how much a customer is worth to you. Let’s say that your customers typically buy three things from you. If you know this and you know that each of your products gets you a profit of $20, then you know that each customer is on average worth around $60 to you.

Some might buy more expensive products. Some might buy fewer products. Some might sign up to your mailing list and buy nothing (in this case we are calling any kind of lead a ‘customer’). But on average, you are getting $60 from each customer.

Therefore, as long as you know you are spending less than $60 on each customer, then you know that you are making a profit from your paid advertising.

Of course, it’s not quite so easy in practice. The reality is that a lot of people who click on your ads aren’t going to buy from you or sign up to your mailing list. Clicking on an ad does not make someone a lead.
This is where it becomes useful to start considering your conversion rate. Conversion rates tell you how many of the people who land on your site, sign up to your mailing list or buy from you.

We’re interested in signing up to the mailing list, because that gives us concrete numbers we can work with. So, let’s say you have a conversion rate of 2%. That means that 2% of all your visitors become subscribers.

That means that we can now afford to pay 2% of our CLV for each visitor. That means that each click on our links is worth $1.2 to us to break even.

If you make $1.2 your maximum budget, then you know that over the lifetime of your business – assuming nothing major changes (like a shift in the market), you will never lose money. But when a slot becomes available for less than $1.2, you will actually start to make money.

Now you want to start making this even more profitable, you can begin to look at the other elements. And this is where Facebook’s targeting comes in.

The very best way to improve the conversion rate from your clicks? That’s to make sure that the people clicking already have an interest in your products.

Let’s say you sell wedding dresses, or you have a wedding blog. If you show your ads only to women who earn a certain amount and are engaged, then you have narrowed down the people who will click to only people who are interested in buying from you.

It becomes much more likely that you’re now going to get conversions up to 20% or higher, meaning that you can pay much more for your ads and drive more traffic or just enjoy a much larger profit margin each time someone clicks through.

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