Traditionally, the biggest question with pay per click advertising is, “How much do you pay per click?”
The lower the better, right? Well, with Facebook Ads, not always…
When creating a new Facebook advertising campaign, you’ll find you’re asked to choose an objective.
The most common options are “Link Clicks” and “Conversions.”
NOTE: For the conversions objective to work, you need to have the Facebook pixel installed.
So let’s say once you set up your targeting, there ended up being 100,000 people that matched your desired criteria.
Imagine those 100,000 people sitting in one big football stadium.
If you chose the “Link Clicks” objective, your ad will be shown to a random selection of people within your target audience.
However, if you chose the “Conversions,” Facebook will be a little bit more picky on how it chooses who sees your ad.
How does Facebook decide who to show your ad to?
Generally, Facebook will first look at the existing people that have converted on previous campaigns using the Facebook pixel. However, this can take 50-100 conversions before it starts to build an ideal profile.
If you’ve never run a campaign before, it will more than likely show the ad to people that have opted in to similar offers from other advertisers.
So essentially, with conversions as the objective, you get the cream of the crop when it comes to audience selection.
Best of all, as you continue to get more leads, Facebook further optimizes your ideal prospect to get the best quality leads Facebook has to offer.
So what’s the catch?
The catch is that with conversions, you’ll find that the CPC (cost per click) can be up to 3 times higher than if you chose Link Clicks as your objective.
However, as I mentioned earlier, the cost per click is irrelevant, and what you should be focusing on is the CPL (cost per lead).
In our experience as a Facebook Advertising Agency, the conversion rate (the percentage of people that click on ad who register their details) is 3-5 times higher. So in most cases, you get a higher quality lead at a lower cost and all you have to do is sacrifice your ego when it comes to traffic statistics.
So what do you think?