Facebook Advertising Objectives: Traffic
Believe it or not, your presence on social media plays a huge role in the traffic you are receiving to your website. Directing traffic to your site from your social platforms is a key performance goal.
While your social media posts and advertisements communicate your brand message, your website houses all the information needed for your audience to book an appointment, purchase a product, and learn more about you. Directing your audience from a social platform to your website will drive website views, interest in your services, and increase your brand awareness.
In the past, we’ve discussed the Brand Awareness, Store Traffic, Video Views, and Reach objectives, so let’s discuss the Traffic objective.
What is the Traffic objective?
The traffic objective is used to drive people to your website from a Faceboosouk or Instagram advertisement. Its sole purpose is to increase visits and views on your website, and further invite people to get to know your services and products.
The traffic objective maximizes link clicks or landing page views to your website and increases the number of visits your site gets daily, weekly, and monthly. You can insert any URL from your website into the traffic objective, whether it’s your home page, contact page, about us, or a specific service/product page.
What are Link Clicks?
When someone clicks on your ad and goes to either your website or somewhere else on Facebook (like your page), those actions are counted as link clicks. Use Call-to-Action buttons to further entice your audience to head to your website. By default, the traffic objective optimizes for link clicks. However, if you do have a Pixel installed (see our blog on How and Why You Should Utilize the FB Pixel), adjusting the optimization route to Landing Page Views is the best option for precise measurements of website visitors.
What are Landing Page Views?
Once a person clicks from your ad to your website and successfully loads your website page, landing page views are counted. Facebook only reports landing page views if your Facebook Pixel is installed and active on your website. This metric provides a better look into how your ad convinces users to head to your site and learn more.
At Optimize Social Media, we encourage our partners to get the Facebook Pixel installed as landing page views are a preferred metric by Facebook. This way, we can ensure the accuracy and validity of the traffic ad’s performance.
Call-to-Actions (CTA’s):
The traffic objective has many Call-to-Action buttons to go along with the ads to direct users to your website. The CTA’s include Learn More, Contact Us, Donate Now, Download, Get Offer, Shop Now, Get Quote, Request Time, Subscribe, and Watch More.
Why Business Owners Should Use the Traffic Objective:
The traffic objective differs from others because it optimizes solely for driving users to your website. Directing users to your website builds the awareness of your brand, the knowledge of your audience, and lets users know they can learn about your services or products and contact you directly from your website.
Using this objective is a great way to not only build a reputable brand presence online, but it allows you to directly measure your success on Facebook. Advertisers can use Facebook’s tracking algorithms to increase external website user activity and attribute the web traffic results to business success and future campaigns.
You can also use the traffic objective to re-target past website visitors and direct them back to your site. This is only available if you have the Facebook Pixel installed but it’s a smart way to keep your existing customers engaged with your online presence. Re-targeting past website visitors can allow you to better tailor your market, build off existing audiences, and expand your advertising to new levels.
Thanks for taking the time to learn more about the traffic objective. We continuously update our blogs with the latest Facebook information and tips so stay tuned for the next objective breakdown!
Optimize Social Media provides social media & reputation solutions that evolve with our clients. As social media experts we manage Facebook, Twitter, Google, Yelp, YouTube and Instagram accounts for our clients daily. We help the modern business owner implement a specialized social media strategy so they can make more money in real life. Enjoy our blog.
