We’re at the end of 2017, and there are now a wide variety of advertising options on Facebook’s platform for you to choose from. From lead generation to in-stream video placement, there are more options than you could imagine within Facebook’s advertising manager for you to utilize to market your business. The most tried and true? Website traffic ads. These ads were some of the first options available to marketers on the platform, and they are still one of the most popular and successful campaigns. Website traffic ads can also be one of the most inexpensive options if you have paired your ad with strong and developed targeting specifications. However, if you’re looking for more quality traffic with a higher potential to convert, you might want to consider Facebook’s new website traffic option – paying per “Landing Page View.”
So what is the difference?
A traditional Facebook Traffic ad considers an ad delivery to be anytime someone clicks on your advertisement based on the targeting you set. With this type of optimization, Facebook is using the targeting options you set to serve your ad to an audience who is most likely to click on your ad. However, just because someone clicks on your ad, doesn’t necessarily mean they are truly interested what you have to offer. With a website click, the user could have accidentally clicked your advertisement, or decided they are no longer interested as the page loads. This would mean they would have closed out of the window before your site is even on their screen. Facebook’s new landing page options resolve this issue.
With the landing page optimization option, your ad will be delivered to users who are most likely to click on the link, and then wait until your page fully loads to see the content. This will improve the quality of the traffic you are sending to your website and will help to improve the conversion rates from your ads. It is important to note that in order to run this version of a website traffic ad, you must install a Facebook pixel on the landing page you are sending the traffic to.
If you are choosing to advertise with a goal of sales or leads, remember, quality is more important than quantity. If you are looking to send potential buyers or clients to your site in the hopes that they will make a purchase or sign up, selecting landing page view as the optimization option will make sure you are sending the right kind of traffic. Have you tested Facebook’s landing page optimization options? Let us know, and for more social media advertising tips, check out our daily KWSM blog.
Do have any data on the average cost difference between Link Click and LPVs? I’ve seen the difference anywhere between $0.20 to $0.11, but am seeing ads that I deem successful be between $0.02.
Hi Stanton that’s a great question. This would really depend on your average CPC. I would say to expect your Cost Per Landing Page View to be about 20% more expensive than your CPC.