HOWIE Share: A Deep Dive into Meta Link Clicks
If you’re running any sort of ads on Meta (Facebook and Instagram) through Boosting Posts or an Ad Campaign, understanding the results you’re getting is crucial to measuring their value.
Link clicks are one of the easiest ways to measure your return on investment for your paid social media advertising. Let’s take a deeper look at what link clicks are, how to read your results, and ways you can improve them.
So, what are link clicks for Meta Ads?
Link clicks (like the name pretty clearly says for a change!) are the number of times people have clicked on the link within your ad. These can be a number of things, including:
1. Clicks through to your webpage
2. Clicks on your ad’s video or photo
3. Clicks on your chosen button – most commonly, advertisers use this button to take potential customers to your website but there are a load of other options depending on your goal, like to call or message you, or fill out a Facebook lead form.
Whichever link you choose, it’s really important that the photo or video post you make relates to the place you’re sending people to.
So what do the Link Click numbers mean?
In our HOWIE Share video above, we show a specific example of a boosted post that you can follow along with.
The aim of this ad was to drive traffic to a specific webpage, so we boosted a video post to Facebook with a button that leads people to the page. We spent a relatively low $50NZD over 7 days to test the results.
This entry-level boost reached almost 9,000 people, and got 249 link clicks. Since our goal was to get more website visitors, link clicks and the Cost Per Link Click are the most important results to look at.
So how do you know if your ad has been successful?
The Cost Per Link Click is a really useful reading to understand. It typically ranges from 10 cents NZD (that’s an amazing result), up to a few dollars per click.
Unlike Google Ads where you pay per click, this number is just reporting the equivalent of what you paid for each link click. In this case, it only cost 20c per every click through to the website, which is a great result.
However, the most important thing is that you get new enquiries as a result of your ad!
How can you improve your Meta Ad results?
If you’ve run ads or boosts in the past, you may have received a good amount of link clicks but not noticed conversions for your business. It may be that the link clicks you got weren’t valuable ones, but don’t worry, there are two key things you can do to help!
- Try reviewing the audience of your boost or ad, to make sure you’re reaching your target audience so you know the clicks are coming from the right people. You can define your audience through age, gender, location and their interests, and you can get very specific with this.
- Check the placements of your boost or ad. If one placement is way higher than the rest and you aren’t getting conversions, try excluding that placement in your next boost. If you aren’t advertising a product, a common placement that can attract a lot of poor-value link clicks is Facebook Marketplace.
- If you’re leading people to a webpage, setting up a Meta Pixel helps track landing page views which can give you a more accurate representation of your website visitors. For example, if someone clicks on the button leading to your webpage but clicks off before that webpage loads, they haven’t actually visited your website. This can count as a link click, but does count not as a landing page view.
We’re constantly seeing the value that paid social media advertising gives.
No matter what industry you’re in, whether it’s hospitality, retail, trades, professional services, or even not-for-profits, paid social media advertising is a really powerful tool. So if you’re considering it, we’d love to help.
