This piece will explain how and why to drive bought traffic to your blog content. We’ll discuss:
- targeting
- budget
- the crucial measurements to pay attention to
- listing strategies
- and launch techniques
Depending on how long you’ve had your Facebook profile, you might want to throw something at your computer screen at the prospect of having to pay to promote every blog post you publish.
Though we understand your frustration, it’s time to move past it. For so long, small companies were incredibly blessed to have a tool like Facebook that was completely free, and you are STILL fortunate. You’re lucky to get your work seen by a very targeted audience while they’re on the bus, at the gym, lying in bed at night, or procrastinating at work. How specific you can make your audience is nearly absurd! So instead of complaining about the decline in organic reach, start utilising the fantastic marketing tool that Facebook has provided.
So what are the advantages of running advertisements that highlight blog posts?
- A completely new audience is reached. You can configure your advertisements so that they are only displayed to users who haven’t been to your site in the last six months.
- People on your list who aren’t opening your emails are re-engaged. The day after I send out my newsletter email is typically when I launch a campaign to promote one of my blog entries. I then cut off my audience to those who have previously seen the post.
- With pre-launch material, you generate buzz for your upcoming launch. Before starting Landing Pages that Convert, I published 8 blog posts regarding landing pages. To ensure that the most significant number of people in my current audience saw those blog entries, I invested roughly $50 in their promotion.
- Through your sales funnel, you can move customers. One or more of your sales emails during the introduction of your product or service should address potential customers’ concerns. Create a blog article from the email, then spend money marketing it. This portion of your sales content might be the most persuasive; you might limit the audience for these ads to those who have visited your sales page, or you could take a chance on individuals who are most likely not currently part of your audience. (I’ll elaborate on that experiment in a moment.
- By acquiring higher quality leads, you expand your list. You have undoubtedly already noticed numerous list-building advertisements in your News Feed. They are simple to recognise because almost all advertise a free guide, challenge, or webinar. Perhaps you clicked and registered; I know I occasionally do. But what happens when someone stumbles across one of your blog posts, reads it, and then decides to join up for your free offer? That is a distinct subscribing category. Conversions like this are more challenging to obtain. Still, they typically result from higher quality leads than those who responded to my offer of a free copy of my guide to Facebook marketing despite having never heard of me.
How to Make a Promotional Ad for Your Blog Post
Simply “boost” one of the posts on your page to create a Facebook advertisement for your blog post. The procedures I detail in my free guide to list building with Facebook advertisements are the exact ones you must follow to complete this task using Power Editor. There are just two modifications:
- Select Clicks to Website as your marketing aim rather than Website Conversions.
- Who you wish to reach with these adverts will determine the targeting details.
THE FOLLOWING MUST BE EMPHASIZED:
To track conversions for these adverts, be sure to. Make sure you’re tracking conversions for EVERY advertisement. The link in my navigation bar, the form in my sidebar, or my pop-up may all be used by someone who clicks on my advertising and reads my blog post to sign up for my free guide. In a week or two, they might decide to purchase Absolute FB Ads. By including pixels in your advertising, you can ensure that they constantly track lead generation and transactions.
Considering that you’ll be turning your Facebook post into an advertisement, optimise it.
What does that mean? 2 items.
- Use this grid tool to check that the image complies with the 20% text criterion, and
- Don’t forget to make any necessary changes to the description and headline.
What Groups Should I Target with These Ads?
I could go on and on about the various alternatives here, but for the time being, let’s keep things straightforward. You can target people familiar with you and your company (such as your fans, subscribers, and recent website visitors) or people who are likely unfamiliar with you.
Targeting Those Who Are Aware of You
Strategy: advice investing $5 to $10 a week to target those already familiar with your company with your ads.
Why do you publish content each week? To benefit, amuse, or inspire your audience, right? Maintaining awareness of you and your position as the go-to authority in your field are two other important factors. Typically, people aren’t eager to pay me for my goods or services as soon as they sign up for my list.
However, they know who I am and what I do since I regularly send them blog entries about Facebook ads. Therefore, they consider me when they are prepared to spend money on help with Facebook marketing. Or they refer people to me when they come across someone else who requires assistance with Facebook marketing.
Facebook advertisements will assist you in achieving all of those objectives by ensuring that your current audience—including those who have stopped opening your emails—is continuously reached.
How to do it:
Create an audience targeting your fans list under the Ad Sets tab’s Audience section. Avoid attempting to attract two audiences at once; you’ll only focus on the fans on your list.
Don’t forget to provide the characteristics of your ideal clients. Your list will inevitably have followers or subscribers who do not fit your adverts’ desired age, language, or geographic demographics.
Choosing a Market of Complete Newcomers to Your Business
Strategy: The amount you spend is entirely up to you, but if you’re aiming for a completely unknown audience, you’ll never waste money. why not? Because even if they don’t immediately sign up as subscribers, clients, or customers, just getting your name and business in front of new people is ALWAYS beneficial. Your ongoing marketing strategy should focus heavily on expanding your audience, so budget at least $5 per week to use new people as potential targets for your blog post advertising.
Getting ready for launch? In the month before your launch date, set aside $50 to $100 to focus on bringing new readers to your blog articles, especially if the material is directly relevant to your new good or service.
You can then specifically target everyone who has visited your website in the past two months when you want to encourage them to sign up for your free webinar or direct them to your sales page. Since they have already begun to get to know you through your blog article, these individuals are more likely to become subscribers or clients.
How to do it:
When running this advertisement, utilise the typical demographics and pick only one interest. I’m marketing a blog post to folks who presumably aren’t familiar with my business. The notion is that it’s incredibly targeted, even though it might imply that my audience is small. Here are a handful of the groups I’ve targeted with my blog post advertisements:
You may create this audience in the Power Editor by selecting the Ad Sets tab and then scrolling down to Audience.
In this particular ad, I completely rolled the dice.
I composed a sales email as I was winding up my most recent launch, which quickly turned into a blog post. I chose to post it to Facebook on a whim and then turn that post into an advertisement. It was an experiment to see whether I could turn strangers into clients by displaying them an ad for my blog post.
I specifically targeted the interest of “middle finger project,” a blog about copywriting and managing a small business, when I changed this piece into an advertisement. The Middle Finger Project’s audience is accustomed to highly colourful language in most of those blog posts, so I figured it could be a good fit for my blog post about “the Law of Shitty Clickthroughs.”
It was more than I had hoped for, $1.00 per click on each of my blog posts. But of the 50 people that clicked, just one purchased my $47 ebook, and the other two subscribed to my free Facebook ad guide.
The Key Metrics to Pay Attention to
I requested questions regarding running ads to blog articles from everyone in the Absolute FB Ads Support Group to compose this article. They inquired about the following items, some of which you may also have questions about:
How can I read the blog post ad results?
A: It depends on your objectives for this type of campaign. Compare the cost per lead to other ads you’ve placed that are strictly list building if one of them is list building.
I only invested $4 in the campaign, and I’m sure the outcomes would have been different if I’d paid more. However, when I ran an advertisement focusing on LKR social media, I added a few new members for just $0.67. Here are some details regarding that campaign.
Check out Google Analytics if all you wanted was for new people to read your post and interact with your brand. Did visitors from those Facebook ads visit your site longer or shorter than visitors from other sources?
Make sure to always add this line of code to your ads in the Power Editor so that Facebook can tell the difference between ad traffic and regular Facebook traffic:
Look at the click-through rate if your objective was to gauge your existing audience’s interest in this subject. To compare different CTRs, you’ll need to test several other blog posts with the same audience.
What is a reasonable cost per website click for these advertisements?
A: It depends on your target audience. I aim to have a cost per website click of $0.50 or less if I’m targeting my fans, list, or website visitors. When aiming at completely new demographics, my cost per lead is more important to me than the cost each website hits. I won’t spend more than the $5 to $10 I budgeted for that campaign if my leads cost more than what I typically pay in a standard list-building effort.
What is a suitable CTR for ads in blog posts?
A: If you’re aiming for your list, fans, or website visits, I’d prefer a CTR of more than 5%. The optimal course of action, however, would be to spend a month promoting one piece per week to the same audience and analysing which topic or headline performed the best in terms of CTR. Expect your CTR to be no higher than 3% if you’re targeting a new audience.
Which should I pay for, an opt-in landing page or blog posts?
Both should be done. With an opt-in landing page, you will probably increase your list size more quickly, but increasing visitors to blog content is comparable to “taking things easy” and developing relationships.
Conclusion
Start working on some of it to make it easier to process. So why not use a recent blog article as the basis for an advertisement that targets customers who aren’t familiar with your brand yet?
If you need professional help with Facebook ads, contact D’Marketing Agency.
