• The Future of Facebook Advertising: Clicks to Website


As businesses grow their digital footprint, they continue to embrace a necessary presence on social media.

Business owners have, slowly but surely, come to realize managing a brand on social media is where they can develop their voice, set themselves apart from top competitors, and reach current customers as well as potential ones with immediacy.

Advertising on social media platforms is a logical next step in building out a social brand. But how do you do it? Why type of advertising is best? 

In Part I of this 3-part series, learn about Facebook’s Clicks-to-Website ad platform to drive qualified traffic from your social pages to your site.

Time to Pay-to-Play

Using Facebook as an advertising medium has quickly become the most cost-effective platform in recent years. Reaching fans organically is in the past. The term “pay to play” embodies the strategy needed to succeed on Facebook for businesses across the board.

Facebook ads have evolved from a simple “like” campaign or promoted content, to allowing businesses to track website conversions or promote their mobile app.

With multiple objectives to choose from, businesses are more inclined to put their dollars into Facebook Advertising. And with the advertising platform allowing businesses to drive digital traffic further and further each day, it has pushed their social presence to a new level. Businesses are able to connect their Facebook page to their website in a seamless manner with Clicks-to-Website ads.

From Facebook to your Website, in a Click

With ads no longer being focused on the business’ Facebook page, Clicks-to-Website advertisements are becoming a clear objective above others. With ads strategically placed in the desktop news feed, desktop right-hand side, or the mobile news feed, users are able to click on the ad, allowing it to open in a new tab and never leaving the comfort of the Facebook timeline.

3 Advantages of Clicks-to-Website Ads

  • Creates a synergy between a business’ Facebook page and a website, again reiterating that a Facebook page should be a reflection or an extension of the company’s website. The ad creates a direct path to the website while also driving traffic to the Facebook page and therefore boosting fans and engagement. Each part of the ad is designed to take the user directly to the site no matter where they click.
  • Ability to retarget – Businesses are more likely to capture or gain an actual lead with a new customer on their second or third visit to the website. With only a 2% conversion rate for first-time website visitors, businesses are able to remind customers of their product and give them inclination to revisit, resulting in a lead or a sale.
  • At a low Cost-per-click (CPC), businesses are able to drive traffic to their website without having to pay a fortune. Facebook offers one the lowest cost-per-click platforms in digital marketing!

With Clicks-to-Website ads, the image is still the most emphasized feature of the ad. Users are responsive to copy that is short, concise, and to the point. The ad should let users know exactly what they will find when they click to the website. Prompting users with a question and a call to action can be effective.

Here’s Facebook’s own example of a great ad, highlighting a vibrant, attractive image and concise text:

AD Example 1.PNG

As the Facebook advertising platform continues to evolve, customer leads are becoming more accessible for businesses.

Think you have Clicks-to-Website ads figured out? Stayed tuned for Part II of the Future of Facebook Advertising!

ThriveHive combines easy-to-use tools and expert guidance to help businesses stand out and get found online. Learn more about our guided marketing and advertising solutions here.

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