Traffic

When is this Objective the most appropriate?

This Objective is best used

  • When you do not have a big enough audience to retarget. This is common with new and small local business websites, where you may only get 200-300 visits per month. It would take you 6 months to get enough people into your site organically to set up a retargeting campaign, so it is often necessary to speed up the process by paying for traffic.
  • As a Carpet Bomb – your product/service doesn’t have a very clear audience (for example washing machine repair) and so you want to create an ad for a very broad audience, with very little targeting (except maybe only your location) and allow the people who are interested in it to identify themselves /separate themselves from the masses from the fact they clicked on the link (and you’ll retarget those people)

What do the cost / bidding controls mean?

When you select the Traffic Objective you will be asked to indicate your preferred cost controls.

We would advise that if you are new to Facebook Ads you should select Lowest Cost

About Lowest Cost Bid Strategy

Lowest cost bid strategy tells Facebook to bid with the goal of getting you the lowest possible cost per optimisation event while also spending your entire budget by the end of the day, the end of your ad set or the end of your campaign schedule.

The lowest cost bid strategy can produce costs that fluctuate more but we always get you the lowest cost results available.

For example, if auction competition decreases, costs may go down. If auction competition increases, costs may go up.

(ADVANCED) Other Bidding Options

If you are running campaigns at scale, there are times where you want to control how much Facebook bids in the auction for you. However these are more advanced strategies that are lesser used by new or small advertisers that this course was created for.

Optimisation for ad delivery

It is important to emphasis that a Traffic Objective is designed to drive traffic to your website with the strategic goal of obtaining Link Clicks, Unique Daily Reach, Landing Page Views or Impressions.

  • Landing Page Views – you are telling Facebook that your strategic goal here, (what you are basing your ‘results’ on) is how many people hang about for long enough after clicking to see the whole of the landing page.

  • Unique Daily Reach – this is a  great way to control your frequency; when selecting this Facebook will serve your ad up to once per day (there can be occasional discrepancies but only slightly) If you are concerned about high frequency (perhaps because you have a fairly small audience size) then this might be a good choice of optimisation.

  • Impressions – this is the opposite of…..

  • Landing Page Views (LPV) – this is where you’re less concerned with the frequency or volume of clicks, and more about the quality – so you are telling Facebook that you are measuring results based on how many people stick around long enough after clicking to see the landing page of your website.

How to set up a campaign with a Traffic Objective

(Explainer Video)