Have you ever wondered how local business Facebook pages or a marketing consultant's page increased their Likes? I bet you've noticed those Sponsored Stories on the right portion of your Facebook. It's a no-brainer that they're using Facebook's ad platform to broaden their reach and get the attention of potential clients. Aside from using Facebook's Sponsored Stories to increase Likes, you can also use these ads to drive traffic to your website.
So how can you increase your site traffic using Facebook? This can be done using Domain Sponsored Stories which is easy to run and doesn't require a Facebook page to start and manage a campaign. What's a Domain Sponsored Story? It's the ad unit that enables a user to promote a Facebook user's interaction (comments and likes) with a website that you manage.
Is There Value in Creating a Domain Sponsored Story?
- It can increase the reach of your blog posts.
- It can significantly increase traffic to product page and yield measurable results.
- Reach users in different posting schedules
- Customizing your ad units to reach target customers
The Click-Through-Rate Factor
Data company PageLever used Domain Sponsored Stories to nearly achieve a 10% Click Through Rate which saw one of every 10 users clicked on the ad. So how did DSS work for them? Here's the story:
PageLever created a Domain Sponsored Story campaign starting with a controversial blog post “Fact Check: Why Mark Cuban is wrong about Facebook”, Napster founder Sean Parker shared that blog post on his feed. PageLever turned Parker's share into a DSS ad that appeared on his followers' feed. The result? Higher click-through-rates by creating a DSS ad unit by an influencer like Parker who has 540k followers. This is, of course, just a great example of how Domain Sponsored Stories can increase site traffic and generate leads. It's not everyday you can have an influencer who has tons of followers share your post, the key here is to determine which post has the potential when turned into a DSS unit.
How to Create a Domain Sponsored Story
1.) Claim Your Domain
From your Insights Dashboard, click the green Insights for your Website button at the top right.
Enter your website’s domain (no www) and link it with either your personal profile or your Facebook Page. If you are the only person who will need to access any Facebook Insights associated with your website, choose yourself. Otherwise, you can select a Page so that all admins of that Page have access.
2.) Add the Meta Tag to Your Site
In the step above, you were presented with a meta tag. Copy and paste it between the < HEAD > tags of the template of your site. This way, the meta tag will appear on every Page shared from your domain. How you do this will depend on the CMS you use. I use Genesis Framework, and I can edit this area within Theme Settings or Simple Hooks. The All In One Webmaster plugin also provides a field for this. Only shares from Pages containing this meta tag will qualify for Domain Sponsored Stories.
3.) Create Your Domain Sponsored Story
To create a Domain Sponsored Story, you should use Power Editor, a browser plugin. It offers numerous advantages over the self-serve ad tool.
When you create an ad, do the following:
- Select Sponsored Story as the ad type.
- Click About people sharing links to your domain.
- Select your domain in the destination.
- Complete your ad and upload as you normally would (again, read the Power Editor tutorial if you need more help here). Monitor your results within the ad manager during the coming days.