When we talk about creating a Sales Funnel (strategy) with our Facebook Ads, it generally looks something like:
Awareness/Video Views or Engagement
⬇️
Consideration/Traffic
⬇️
Conversion/Conversion
Sometimes you can skip over the Awareness Ads and just go to the Traffic and Conversion Ads. Another funnel example might look like this:
Prospecting/Traffic
⬇️
Retargeting/Conversion
In either case, regardless of what type of strategy you're planning to use in your Facebook Ads, there is one mistake that's super common to make among advertisers running Traffic campaigns, and it results in the wasting of money and diluting the results. Let's talk about how you can prevent that.
When you're running a Traffic campaign, at the Ad Set level you will have the ability to customize the Optimization for Ad Delivery. In most cases, you'll leave this setting as it is – because Facebook typically sets all of the advanced settings to the choice that's most likely to work best for you. But, in the case of Traffic campaigns, you do need to change it from the default of Link Clicks to Landing Page Views.
The Difference between Optimizing for Link Clicks vs. Landing Page Views
When you leave the Optimization for Ad Delivery on it's default of Link Clicks, Facebook will attempt to deliver the Ad to the people most likely to click the link.
The problem that this poses, is that sometimes people click on ads in error, then immediately “X” out of the content. When you're optimizing for clicks, these quick bounces away from your content are used to optimize delivery – but in reality… do you actually want those clicks who don't stick around? No!
So instead, we change the Optimization for Ad Delivery to Landing Page Views. Now, Facebook will disregard any clicks that don't result in the landing page loading, which means you're optimizing your ad delivery for a more qualified click.
Now, with Landing Page Views as your optimization value, you may notice a higher cost per Landing Page View than you noticed as your cost per click – but the quality of the data will be significantly better.
What do you need to do to make this work?
There is only one thing that you need to optimize your ad delivery for landing page views – and that's to have the Facebook Pixel installed correctly on your website. To learn more about the Pixel, how to install it, and how to leverage the tool for all it can do for you and your business, go to MegBrunson.com/Pixel.
