A Quick Guide To Advertising Your Website
Updated: Jan 24, 2020
I am going to mention two different ways of setting and running up the ads. The choice of which method you want to undertake is up to you or try both of these methods to see which one works best for your website. The two methods are Facebook ads and Instagram influencers.
Method 1: Facebook Ads
The best way for your ad to be seen by your target audience is through the use of Facebook Ads. It’s very effective when it comes to pinpointing the types of people you want your ad to be viewed by.
If you have not already created your Facebook page, start by creating one. Only after this step will you be able to launch your ad campaign on Facebook Ads Manager.
1) Choosing your marketing objective
Upon logging into your account, you will be directed to the Ads Manager. On the left-hand side of the page, there should be a navigation panel, where you’ll have the option of clicking campaign.
Facebook will offer a large variety of objectives that you can choose from. Since we are focusing on getting traffic to our website, we should select the Traffic option.
After selecting the Traffic option, you’ll be asked to name your ad campaign.
Do not worry too much about split tests or budget optimisation. You can leave them off for now.
2) Optimising your ad
Facebook will ask you a few questions which are based on maximising the potential of your ad. It does this so you can get the best possible coverage for your budget.
You’ll be offered two options, which are Dynamic creative and Offer.
Dynamic creative essentially allows you to submit multiple different forms of the ad such as a: video, image, titles etc. Facebook will then automatically decide which ad format it should use depending on who is viewing your ad.
Offer is another feature that Facebook allows you to use. What this does is, it allows you to offer discounts to your customers, which may entice your customers to shop at your store. This tool is especially useful if your website is a store that sells products or services.
3) Targeting your ads to the right audience
This is probably the most important step to ensuring your ad is successful. Facebook will now give you the opportunity to type in keywords about your website that will allow the algorithm to find the right people for your website.
To customise your target audience, you’ll have to input the following demographics:
Location - where you want your viewers from
Interests/Behaviours - Facebook showcases your ads to those who have interests specified by you
Connection - people who’ve shown some sort of interaction with your page/app/event
I’ll go through an example to help guide you through this process. Imagine the website we have created is a dropshipping store that sells makeup to young women.
I have first chosen the location of where I want my ads to be seen. In this case I have chosen four cities in England, where I believe fashion and beauty to be a huge deal.
As I am targeting young women, I have chosen a suitable age range from 18 - 30 and the gender of those that I am targeting for the most promising results are women.
Additionally, the keywords for the interest section have been selected carefully so that it matches the product that I am going to be selling, which for this example is makeup.
I don’t want to include too many keywords because my audience size would be quite small, which is not always a good thing because your ad won’t be optimised and it will also cost more money for your ad to be seen. But at the same time, you also don’t want to have an extremely broad audience size since it will be more difficult for the people who genuinely have an interest with the content of your site to see it.
4) Choosing your placements
When you get to this step, you may be thinking of leaving the pre-selected option of Automatic placements as it is just because it is something Facebook recommends.
If you’re wondering what Automatic placements are, it is basically a piece of software that determines which platform your ad should be displayed in. The algorithm automatically decides how and where your ad should be shown.
It is okay to use this option however I think by doing so you're limiting the true potential of your ad because not only do you have less control of where your ad gets seen, you’re also less likely to reach your target audience.
When we choose the Edit placements option, we’ll experience the true power of placement targeting.
If we follow along with the previous example of the makeup store, I’ll be able to explain why having the right placements is a key component to your marketing.
The majority of beauty pages and influencers are on Instagram therefore it’s more likely that the person who has interests in makeup is going to be from this platform.
I recommend doing your own research to find the platform that is going to be most suitable for your website. This can be a significant factor that affects the performance of your ad.
5) Deciding your budget
After completing the previous steps, you must decide on a reasonable budget that you are willing to spend advertising your website.
When it comes to the optimisation for ad delivery, I suggest using Landing Page Views instead of Link Clicks. Although it may cost more, it is much more effective. This is because with Link Clicks you’ll get charged every time someone clicks on your link but it doesn’t necessarily mean they would have checked your website out. For instance, they could have accidentally clicked on the link without meaning to. On the other hand, with Landing Page Views, you’ll only get charged when someone actually views your website.
In addition, there are also two aspects to consider and that is whether you want a daily or a lifetime budget.
Daily Budget: The maximum amount of money you want to spend a day on your ad.
Lifetime Budget: The total amount of money you’ll spend during the duration of your ad campaign.
6) Creating your ad
You are nearing the last steps before your ad is finally published. Now you just need to upload the ad you have developed by selecting the correct format.
Carousel: Two or more scrollable images or videos
Single image or video: One image or video, or a slideshow with multiple images
Remember to also include some text and the actual link to your website.
7) Setup Facebook pixel
Facebook pixel is a code that you’ll implement into your website. It is a tool that is used to measure how effective your ad is. It does this by tracking conversions, landing page views and providing analytics about your visitors. This, in turn, allows you to optimise your ads for even better performance by targeting specific audiences for future ads.
On the Tracking section, select Facebook pixel to activate it for your ad and then click set up so that you can get it up and running on your website.
You’re now ready to confirm your ad and complete the payment!
Method 2: Instagram Influencers
Instagram has been proven to be one of the most effective platforms for audience engagement with an average engagement rate of 4.7% which is higher than most other social media platforms. With so many people actively using Instagram on a daily basis, businesses have sought after influencers to help promote their products or website. The reason why companies may choose to partner with influencers instead of using traditional ads is due to audience trust. Influencers have taken the time to build a connection with their viewers, which means there is an element of trustworthiness and loyalty between the influencer and the audience. This means that there is a greater chance that the viewer will take a look at the website and potentially buy a product.
1) How to find Instagram influencers?
If you do not have an influencer in mind, do not worry too much because in this section I will tell you some of the steps you can take to find the influencer that is perfect for your niche.
Choose specific keywords related to your business as your hashtags and try to find posts that have a good amount of engagement by checking the number of likes and comments. If you’re happy with the post, you can take note of the owner’s username. This could be a potential influencer you may want to use.
After finding one Instagram account related to your niche, you can easily find more by checking out who they follow. Chances are they will be following people who are in the same line of business as them.
If you find a huge Instagram influencer with a following of more than 1million, joining a partnership with them would be very costly and not ideal if you are a small business or someone who is new to Instagram influencers. However, by following their account, Instagram will suggest us with similar accounts. We could go on a series of finding similar accounts until we find the right one for us.
For example, the following page which in the makeup niche has 11.5 million followers:
As you can see, Instagram automatically suggests us with other accounts we can follow. We can check out the suggested accounts and see whether or not it is suitable. If not we will repeat the same process in a chain-like cycle.
2) How much do influencers cost?
It’s hard to tell exactly how much an influencer will charge us. You may have seen articles saying that 100k followers equal $1000 per post however this is not the case. Each influencer is different and has their own rates. I have seen influencers with 100k followers who have charged as little as $40 for a 24-hour feed post and a link in their bio.
When you find an influencer that you believe is right for your business, the best thing to do will be to message them, asking politely about their promo rates.
The message could be as simple there:
"Hi there, I was wondering what your promo rate is for a 24-hour post. Thanks"
3) How to pay Instagram influencers?
After coming to a deal and it’s time to pay your influencer, you may be wondering the best way to pay. I always recommend paying through PayPal as a goods and service payment. This is because you can always get your money back if the influencer fails to deliver his/her service or if it turns out that the influencer was a scam.
4) Send over your ad to your influencer
Once the payment has been received by your influencer, they’ll ask you to send the ad that should be displayed on their feed, story or both. Remember to also send them the caption as well as the link to your website.
5) Measure your results when you are using an Instagram influencer
It’s important to check whether you are getting the results you need when you have your ad showcased by your influencer. This will help you decide whether it’s worth investing in this influencer to build a long term partnership or whether you need to cut your losses and try a new influencer or marketing method.
You can measure your results by using a service like Bitly, which allows for shortened and trackable links. Use this service to see exactly how much traffic is being driven by your influencer to your site.