A Facebook display link is the URL that appears beneath a Facebook post, page, or ad. It allows users to see where they will be directed if they click on the post. Display links are important for branding, tracking clicks, and optimizing click-through rates.
Why are Facebook display links important?
There are a few key reasons why Facebook display links are important:
- Branding – The display link shows users exactly which domain they will be sent to if they click. This allows you to reinforce your brand name.
- Tracking – Facebook display links allow you to track clicks and traffic to your site for analytical purposes.
- Optimization – Changing your display link allows you to A/B test different URLs to see which drive more traffic.
How are Facebook display links created?
When you first create a Facebook page, post, or ad, the display link will default to your page username or website URL. However, you can customize this in a few ways:
- Page username – Your Facebook Page’s unique username can be used as the display link. E.g. facebook.com/mybusiness
- Website URL – You can use your website domain as the display link in most cases. E.g. mybusiness.com
- Custom link – For Pages and ads, you can create a custom display link using any text. E.g. “My Product”
Best practices for Facebook display links
Here are some best practices to follow when optimizing Facebook display links:
- Branding – Include your brand name or slogan so users know where they will end up.
- Calls to Action – Use action-driven text like “Shop Now” or “Learn More.”
- Value Proposition – Summarize what the user will get from clicking, like “10% Off Coupon.”
- Consistency – Use the same display link for all ads and posts driving to one destination.
- Length – Shorter display links tend to perform better. Try to keep it under 30 characters.
Do display links impact reach and engagement?
Facebook display links themselves do not directly impact reach or engagement on your posts. However, they can indirectly influence performance in the following ways:
- Click-through rate – An optimized display link that drives more clicks will lead to better reach.
- Quality score – More relevant display links improve ad quality scores.
- Brand trust – Consistent, branded display links build familiarity and trust.
Should you change default Page display links?
For Facebook Pages, the default display link is your Page’s unique username. In most cases, you should customize this. Reasons to change it include:
- Usernames aren’t memorable – A customized display link is easier to remember.
- Doesn’t include branding – Adding your name builds brand awareness.
- Too long – Shorter display links tend to perform better.
- Can’t use it in ads – Page usernames can’t be used for custom display links in ads.
Do all posts have to have the same display link?
No, each individual post or ad can have a different display link. However, using consistent display links is a best practice for branding. Reasons you may want to change display links include:
- Send different posts to different pages
- Test which wording drives more clicks
- Highlight key products or promotions
Just keep in mind changing the link too frequently could confuse your audience. Find a balance between consistency and tailored messaging.
Can you use display links for affiliate links?
Yes, Facebook display links can be used for affiliate links to track traffic and sales. For example:
- Ecommerce sites can share affiliate links to specific products.
- Bloggers can include affiliate links to recommend services.
- Custom URLs can hide messy affiliate strings.
When using affiliate links, be sure to comply with Facebook’s policies around advertising disclosures. Make it clear you have a financial relationship with the brand.
Do display links work for external promotions?
Absolutely. Custom Facebook display links are a great way to promote special offers or sales on external sites. For example:
- “50% Off Sale”
- “freeshipping”
- “limitedtimeoffer”
This helps clearly communicate the promotion being offered at the destination site. Just be sure the display link matches the actual landing page content.
Should you optimize display links for mobile?
Yes, optimizing display links for mobile should be a priority. Here are some tips:
- Shorten links for small screens.
- Use eye-catching keywords like “Sale”.
- Leverage emojis and symbols.
- Test call-to-action messaging.
- Check link wraps and truncation on mobile.
Mobile accounts for a significant portion of Facebook traffic, so make sure display links are formatted for the small screen.
Can you use emojis and symbols in display links?
Yes, Facebook display links can include emoji icons and symbols. This allows you to make links more eye-catching. Some examples:
- ❤️ 50% Off Sale ❤️
- 🎉 Free Shipping 🎉
- 🥇 Summer Styles 🥇
Images like emoji traditionally have higher engagement on Facebook. Just be sure to test different options – sometimes simple text links may perform better.
Do redirect links work as display links?
Redirect links can be used as Facebook display links. For example:
- Link to URL shortener like bit.ly
- Use redirect plugin/script on site
- Link to landing page that redirects
The main downside is that the actual destination URL won’t be displayed to users. However, using redirects can help shorten long URLs. Just be sure to comply with Facebook’s redirect policies.
Can you change the display link after posting?
Unfortunately display links cannot be edited once a Facebook post has been shared. The only way to change it is to delete and repost the content with the new link.
Some options to update links include:
- Schedule posts in advance with updated links.
- Edit the link and repost natively.
- Use Facebook’s API to script updates.
Changing links for ads is easier – you can edit the display link directly in Ads Manager without recreating the ad.
Should you include your domain in display links?
Using your website domain as the Facebook display link can be beneficial for:
- Branding – Reinforces brand recognition.
- Trust – Establishes credibility and security.
- SEO – May improve search engine rankings.
However, a domain may not always be the most optimized link text. Consider balancing branding with compelling calls to action for the best results.
What’s the character limit for display links?
Facebook display links have the following character limits:
- Page Posts: 100 characters
- Ads: 30 characters
- Ad Extended Text: 90 characters
Keep links as short and concise as possible. Links over 30 characters will be truncated with an ellipsis on desktop and mobile.
Conclusion
In summary, Facebook display links are the clickable URLs that appear below posts, pages and ads. Optimizing these links is crucial for driving traffic, boosting engagement, tracking clicks, building brand awareness and more. Consider using calls to action, emojis, valuable promotions and consistent branding when customizing display links for your business. Keep them short, memorable and relevant to stand out on the platform and on mobile.