How To Generate High Quality Traffic To Your Business Website From Meta Ads
- RCKSTR Media
- Jun 24, 2024
- 5 min read
Updated: Mar 30
Are you having trouble generating quality web traffic to your business from your Meta ads? While leads are very important, it starts with quality traffic and we'll explain why. Generating quality traffic to your business website is crucial for growing your brand. Meta Ads offer a powerful platform to achieve this by various targeting and filtering options to help you better prospect possible quality visitors. In this article, we'll explore proven strategies to attract high-quality traffic to your website using Meta Ads.
In this article we're going to show you how you can drive high quality traffic from your ads that converts into leads and clients. This, however, is given that you have a quality landing page. During this post, you're going to realize just how impactful the traffic you drive to your site from day one can be on your pixel, and any audiences made from it. A mistake at this level can be costly, as if you start putting dollars into driving low intent traffic to your site, you'll be guaranteed to NOT see results. You'll grow frustrated as people visit your site and it seems as if it is fake traffic. You'll start to blame the ad platforms, you'll say it's click farms - anything besides the real fact that this stems from the INTENT of the traffic you're driving and how they're getting to your site.
Your pixel (or conversions API nowadays) is the lifeline of your advertising. Like anyone else, you've probably set up some retargeting audiences from your site traffic, maybe you even created lookalikes. Let's breakdown how this data get's processed, and how this could actually be killing your site traffic.
Your Pixel begins tracking your website data
Now, from here you should have set up some other actions. Depending on your business, you've tagged some form of lead event at minimum, maybe add to cart or purchase if you have e-commerce capabilities. You should have at least one higher intent action than just a page view. Now, the pixel/ CAPI will look at who is performing these actions and form a bias toward "Accounts Center" profiles that fit the characteristics of whoever visits your site, and more importantly who clicked submit on your lead form.
2. Your ad account optimizes to your tagged events
Let's imagine you have a low quality offer where you're driving people who are likely to submit that form, but they're not within your ideal client profile. To be extreme, maybe you offer them a Visa gift card to hit "submit" but your ideal client is small to mid sized businesses for a tax software. You're guaranteed to be getting a ton of non-relevant leads.
Additionally, the pixel/ CAPI now tracks the full funnel actions of someone on your site. Did the visit your page and leave quickly? Did they perform an add to cart then abandon it? Did they submit a form for a newsletter, then make two purchases in the same week? The list goes on but the pixel will weigh the actions performed by the prospect according to how they're tagged by you, and then use that data to optimize toward more people with those same characteristics. Do you see how this can go downhill quickly?
3. You create lookalikes from your pixel events
Here is where it could really mess things up. You have poor quality site traffic coming to your site, the wrong target audience performing actions, which your pixel is looking for more of because in the ad platform's "mind", it's getting low cost actions so it's doing great, right?!
Wrong.
Next, you start to believe a lookalike audience could be beneficial. A lookalike audience is a modeled audience based on your pixel/ on-site actions. So, now not only do you have poor quality traffic on your site but you're also telling Meta to find more just like it!
This is an endless negative feedback loop that digs your ad account into a hole. So how do you prevent this?
How can we create high quality traffic to your business?
Before you launch any ad campaign, creative or audience, you should spend a good chunk of time going over exactly what your prospect is going to be thinking as they come across your ad and go on to your site. You can think of it like this: Your ad contains your offer > Your offer attracts the prospect and entices them to click > Your landing page allows them to learn more about you > Once they learn more about you, they decide to take the desired action.
If you're setting up your prospect with a bad offer, you won't get your desired action. A bad offer can also be one that puts the prospect in a mindset that is not receptive to your landing page, and therefore your on-site action. Test your offer on as many people as possible and take careful notes on their reactions. The more time you spend here, the better off you will be. You'll be extremely surprised how much impact a few words on an ad could have.
One your offer is solid, the next key factor is your campaign optimization goal.
Setting powerful campaign optimization goals
A campaign optimization goal is essentially what you're telling the ad platform to optimize toward. If you would like video views, it will push your ads to who is most likely to watch your video (this does not mean they will watch the whole thing, or much at all). If you want link clicks, it will optimize toward whoever is most likely to click the link (maybe they bounce right away? Who knows.) If you want leads, you optimize to leads (form submits, etc).
Conversions are becoming necessary to be optimizing to.
The problem with optimizing to low barrier actions is that you're not really able to filter out who you don't want. Often times, you can get caught optimizing to low engagement by getting a bunch of link clicks where the people quickly exit (the platform will optimize to this further as it thinks it's getting results). Similar to instant forms, you can very easily get a lot of unqualified leads because they're the lowest cost audience.
One of the best ways to combat this is using more "qualified" on platform actions (Thruplays (15s video views), followers, reminders, etc) to filter to on-site traffic, or using a low barrier conversion objective, such as a button click, driving site traffic. You would then use those more qualified actions to target from and even model lookalikes from.
Rinse, and repeat. Once you're able to begin modeling these audiences you have a much larger pool to target from. You should now have a significantly higher intent audience to target from for high value actions that will give you the best possible lifetime value. As you get deeper into your targeting and you gain more quality data, these audiences should only improve.
You've taken the first step at drastically improving your website results.
We won't lie - this process takes valuable time and determination to see through. Without the proper experience, you may find yourself having to go through a lot of testing to get it right. Let us take that time off your hands so you can focus on growing the rest of your business. Book a free consultation today (absolutely no strings attached) and see if RCKSTR Media could be a fit for you.
We're an agency passionately driven by data and pride ourselves in being the most progressive agency specializing in Meta ads in the industry.
Book a free consultation with us now and see what we can do together.
PS: Need help getting started? Get proven profitable Facebook ad scaling strategies with our free $0 to $5k guide where we take you through everything from setup to scaling.
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