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How can I achieve high Link-Clicks rates, starting with a small following?
So I have recently got a job to increase Link-Clicks to a website, using their social media channels, which are new & have small numbers.
Is there a way to do a CPC campaign, targeting Link-Clicks, which will give me more reach than the Facebook page’s following?
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3 Replies
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You need to advertise link clicks to the website? You can just do Facebook ads, and make the goal link clicks. If you know who the customer is, you should be able to target them pretty easily. If not, do some research with the client to try and figure out what their customer traits are. Can also do the same thing on google, bing, reddit, pinterest.
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Yes. Create a campaign with Link Clicks as your goal. To make your audience, you can create a Lookalike Audience of your Page Followers (you’ll want at least 1k following for a sample size, but even 500 would probably work). If that audience doesn’t perform, then work with your client to better understand their core audience age, gender, location, personality and interests. If they don’t have that info you need to explain that you will need some time to develop superior targeting because you’ll be doing market testing on their behalf.
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Good advice on this below, but I would consider re examining the goal of the campaign. Going after just traffic can cause some serious issues if you’re not paying attention to the quality.
I do more paid search than social, but for example if I wanted to increase traffic for an e-commerce store that only ships to us addresses I could just do display ads on mobile devices in India. This will have a terrible conversion rate, but if i’m just looking for traffic then this would be considered success and the factors that make traffic expensive generally are the same factors that make it valuable.
Obviously you wouldn’t do something that silly on purpose, but this can easily happen with automated bidding like Facebook employs. If they’re optimizing for traffic, they could very well find some low quality traffic that no one else wants that is really cheap. This can then get into a feedback loop where according to the traffic goal it’s succeeding, so it doubles down and finds even lower quality (cheaper) traffic.
It sounds like you don’t have a lot of discretion on goals here, but I would definitely try to monitor conversions, or at a minimum look at time on site and bounce rates to measure traffic quality.
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