Facebook Ads Strategy: Grow Your Traffic With The Facebook Giveaway Funnel
- Matthew K.
- Sep 20, 2022
- 7 min read
Looking for a new way to drive traffic to your site? Giveaways on Facebook can help drive traffic and new leads for your business.
Once the metrics are known on your giveaways. Scaling your Facebook giveaway through Facebook ads is an excellent way to grow your business sustainably.
Understanding Facebook Giveaway Rules
Before developing our Facebook ads strategy we need to understand the Facebook giveaway rules.
A lot of rules are common sense, like age gating, to ensure that age-appropriate material is restricted.
For a full list of giveaway rules, you can read the official Facebook terms and conditions.
A few applicable rules are:
When running a Facebook giveaway or contest it is important to run this from your business page and not from your personal Facebook page.
Ensure that your entrants know that the Facebook giveaway is in no way associated or connected to Facebook in any way.
Be sure to clearly display the official Facebook contest rules, terms & conditions, as well as any compliance rules that may affect your Facebook giveaway or contest.
Also, some DON'TS of Facebook giveaways, that standout are:
Facebook giveaways cannot require users to pay to enter
Do not use UGC without first getting permission from the end user.
You can no longer use "tag friends" to enter or "share on your friend's timeline" as entry requirements.
That last one is tricky as a lot of blogs will recommend this tactic. Below is the official guidance from Facebook. Again if you wish you can read Facebook T&C for your Facebook giveaway.
Facebook Giveaway Ads Funnel
With the Facebook, rules covered let's dive into a Facebook giveaway funnel. You can use this funnel for either your Facebook giveaway or Facebook contest.
Below is the Facebook ads strategy we will use to scale our giveaway.
Your Facebook Ad Needs To Grab Your Target Audiences Attention
Your Facebook ad can be either a single image or video ad. This ad should explain the basics of the Facebook giveaway and attract people to your landing page by sharing what the winner will receive.
In the Facebook giveaway example below, entrants are asked to vote on their favorite artworks. Then incentivized to join by seeing the Facebook giveaway prize.
7 Pieces To An Amazing Facebook Giveaway Landing Page
When building the perfect landing page for your Facebook giveaway or contest keep these pieces in mind.
Hook People With Your Headline - Attract people to your landing page by highlighting the prize being offered.
Clearly Show Official Rules - Make sure your rules are easily accessible and understandable to all visitors.
Provide Credibility - If you are partnering, sponsored, or part of an organization that is easily recognizable, list these logos to provide more credibility.
Incentivize Visitors To Join Community - While the entrant is engaged incentivize them to join your other social media platforms, email list, or SMS.
Short Entry Form - Be sure to keep your entry form short. Collecting just an email address or SMS can be enough. If you want to go above and beyond ask for the name, but no more than that.
Easily Shareable - Make the landing page shareable, with options to share on their Facebook page and increase their entries... just be sure to not make this a requirement to enter as that would violate Facebook's rules.
Visually Appealing - Use an image that stands out, while you're at it make sure that the colors and font match your brand colors.
Drive Visitors Back To your Giveaway Page With Facebook Retargeting Ads
Not all visitors will convert immediately. For those who don't, having a Facebook retargeting ad is a great way to reengage visitors with your giveaway on Facebook.
My preference here is to run a collection ad. We can use the same ad creative and copy from our first ad.
The difference is that collection ads have a collection of products below the primary image that can get your visitors excited.
Below is Facebook's example of what a Facebook collection ad would look like.
Save Money By Selling On Your Thank You Page
There are two different types of thank you pages that are commonly used with giveaways.
The first looks something like this, after entering you can gain more chances of winning by completing a series of tasks. These are designed to spread the word about the contest or giveaway on Facebook.
The second thank you page shows a collection of your products. The goal of this page is to cut down on acquisition costs.
This page should include the following:
Thank you message for entering the giveaway on Facebook.
Collection of products that you offer.
Explanation of your mission and continuation of the story from your landing page.
You can also include easily sharable buttons to give entrants more chances of winning.
Follow Up With Entrants To Announce Winner
Once the winner has been selected. Don't forget to announce this to those who did not win in the email or SMS list.
For those who did not win. Consider offering a mini promotion in the email/SMS follow-up that drives a purchase. This could be...
10% off your purchase for the next 3 days.
Buy one get one for a small collection of items.
If you did the giveaway with a partner. A unique discount on a bundle of items that include all giveaway or contest participants.
If this is a recurring contest consider posting the winner to your Facebook business page and announcing the start of the next giveaway.
3 Metrics For A Successful Facebook Contest & Giveaway
There are 3 key metrics that you need to be tracking for your Facebook giveaway before launching your first Facebook ad.
Tracking these metrics will help you determine if your marketing strategy is effective before starting your Facebook ads in the first place.
The 3 metrics to track for your Facebook giveaway are:
Landing Page Visitors - How much traffic are you getting from the giveaway?
Conversion Rate - How many people entered your Facebook contest or giveaway?
Average Order Value - For every conversion what was the average amount purchase value?
Putting this all together you can calculate your revenue like this.
If you are not hitting the numbers you need to be profitable on your Facebook giveaway, the problem usually comes down to one of the three metrics above.
Once you have a good understanding of these metrics you can launch your Facebook ads.
With Facebook ads, you should be able to add additional visitors and be able to have a better understanding of what your revenue number will look like.
To track these metrics, you can use the Facebook ads manager and Google Analytics.
If the formula used above is new to you. We have a blog post on scaling your ad spend, that walks through these numbers in more detail.
Scaling Your Facebook Contest & Facebook Giveaway Ads
When you have a grasp on the average revenue you can expect from your organic Facebook giveaways, it's time to start your Facebook ads.
The goal is to reach as many people as possible while still maintaining a positive ROI.
To do this, you'll need to keep an eye on two additional metrics your spend and your cost per lead once you start Facebook ads for you giveaway or contest.
Spend is the total you spend on just your giveaway on Facebook. This does not include spending on other ad campaigns.
Cost per lead is the amount of money you are spending to get one person to enter your contest or giveaway.
You can calculate your cost per lead by dividing your total ad spend by the number of conversions.
For example, if you spent $100 on your ad and you got 100 people to enter your contest, your cost per conversion would be $1.
You want to keep your cost per conversion as low as possible while still seeing an increase in website visits.
Facebook Giveaway Ideas
If you are still testing Facebook giveaways and are figuring out your metrics here are a few Facebook giveaway ideas to get you started.
These are Facebook giveaways, although they have a permanent landing page the primary form of promotion will be through a Facebook post on your Facebook page or Instagram page that points to your landing page.
You can of course amplify your message by using other organic channels.
Collab With A Partner To Increase Brand Awareness
Partnering with a bigger or like-sized brand is a great way to reach more of your target audience.
Offer A Giveaway To Increase Subscription To Your Product
Provide an incentive to sign up for your subscription. Add some urgency by adding a time factor, ie "subscribe in the next 5 days to enter".
Offer A Year Of Products To The Winner
Know your revenue per email address and cost of goods? Then you can offer a year of products. Just make sure to hit your email or SMS goal to offset the cost you are paying to the winner.
Facebook Contest Ideas
Facebook contests are a great way to drive traffic and collect leads. Here are a few examples to get you started.
Similar to Facebook giveaways, Facebook contests will have a landing page to sign up entrants.
Recurring Contest To Prevent Churn On New Subscribers
Prevent list churn by running the same contest month over month. "Hmm maybe I'll win this month, I'll stay subscribed."
Quiz Facebook Contest
Offer a quiz with correct answers to get entered into your Facebook contest. Make the quiz harder but say they only need 90% to be entered. 100% correct of course get more entries. Or allow all entries to be entered.
Photo Or Design Contest
I couldn't find an image for this one but a Facebook contest where entrants are required to submit a photo or design is a great way to get your community engaged and showing off their talents.
Tips For Optimizing Your Facebook Contest & Giveaway Ads
When it comes to optimizing your Facebook giveaway ads for better results, here are a few tips:
Test different images and videos to see which performs best.
Use engaging copy that speaks to your target audience.
Run your ad at different times of the day to see when your target audience is most active.
Experiment with different ad placements.
Try different calls to action.
Facebook Giveaways Can Be A Great Source Of Traffic And Lead Growth
Running a Facebook giveaway is an excellent way to grow your list and drive traffic to your site.
Before scaling with Facebook ads be sure to know the metrics associated with your funnel.
If you are seeing results consider scaling Facebook giveaways with Facebook ads.
Do you have any questions about running a Facebook giveaway?
Or looking to brainstorm your next Facebook giveaway or contest?
Book a call with me and we can brainstorm.
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