Please STOP Using Traffic Ads on Facebook! There's A Better Way...

Key Takeaways

hi guys it's Ben Heath from lead Guru and in this video I'm going to make a request and that request is that you please stop using traffic ads on Facebook now there is a time and a place for traffic ads but if you're looking to send people to your website so they then go on to make a purchase or become a lead you shouldn't be using traffic ads you should be using conversions conversion ads you should be using using the conversions objective instead it produces much better results I see a lot of Facebook ad accounts where people are looking to do exactly that they're looking to generate sales or leads on their website and they're using traffic because they're thinking I'll send people to my website and they will then convert conversions works much better because Facebook is able to work out who is most likely to convert and will serve your ads to those people if you use the conversion objective now I said there are is a time of place to use um traffic ads I'm going to get to that to the end of the video before I do that I want to show you an example that hopefully puts this debate of whether you should use traffic ads or conversion ads um to bed because the results are really quite interesting so here we've got I'm in one of the Facebook ad accounts that we manage um just to give you a bit of context this is a a luxury service provider their average customer value is around about 50,000 you know super highend um and we've been we've got two identical campaigns running or we did have two identical campaigns running we've got this free consultation um campaign using the conversions objective and we're you we're running the exact same ads the exact same targeting all the same settings except with this campaign we're using the traffic objective I know it says website clicks but we're using the traffic objective you can see the results there is is link clicks and we spent a reasonable amount of money on both of these and you can see that this isn't we haven't sort of spent $100 on each and we're saying this one works better we spent around about two and a half th000 on each campaign so we can really definitively say one's app performing the other um so if I go ahead and scroll over here to the end you can see the cost per lead cost per website lead which is really really interesting so you can see that this top campaign generated 40 leads for 6134 each and this bottom campaign generated 24 leads for 98.76 each so they're almost 100 here and they're 60 here there a huge difference between the two particularly if you're going to run this campaign on ongoing basis and as I said no there is no difference in these campaigns other than the fact that with this one we're using the convergence objective and with this one we're using the traffic objective everything else here is almost identical and what's really interesting here is you can see some of the numbers so you can see the impressions for example this campaign had a lot more Impressions which means that you know these these ads showed up in people's Newsfeed a lot more than this one almost twice as much so you think well you know this should perform a lot better it also had a lot more link clicks 1300 link clicks to 2300 link clicks that's a huge difference again this campaign should work better but on the metric that really matters website leads it hasn't it's come in way worse it's produced about 40% % less leads and they've obviously cost 40% more which again is a big difference just once more to clarify 61 per lead 98 P per lead you might thinking wow that's crazy high cost per lead and it would be for some businesses this company average customer value is £50,000 they could pay hundreds of pounds per lead this is fantastic results for them just to uh to clear that up before you thinking start thinking wow Facebook leads are really expensive they could be much cheaper in in other Industries um so what this shows you is you really should be using the conversion objective when that's what you're after now there are times where you're looking to just generate traffic the most obvious example of that would be let's say you're advertising a blog post all you want to do is get eyeballs on that blog post you want as many people to read that article as possible in which case yes go ahead and reach the traffic objective because as you will see it's much better at generating link clicks 2,300 link clicks to, 1300 spent almost exactly the same amount of money so it is better at doing that objective but if you're really after as I said leads or sales use the conversion objective your results will be better you do need to install the Facebook pixel to make that work so what I'll do is I'll pop that in the uh video description a link to a video that shows you exactly how to install the Facebook pixel um because you will need to do that and I think that's the primary reason why people just use traffic ads they don't bother using conversions ads is because it's a lot easier to use but as I said conversion objective uh produces the best results if you're wondering how you go about doing that I'll really quickly show you so just create an example campaign so here we go so if you're wondering how do I go about creating you know using the conversion objective it is so simple pop example campaign in here and here where it says campaign objective instead of lead generation most people so the default not in this account because we've used the lead generation objective a lot but the default for a lot of you will be traffic so this is what you'll see what you want to do is Select that you want to scroll down and you want to select conversions it's as simple as that you'll have to adjust some things in the ad set to tell what type of conversion you want you will have to have the face of pixel installed but that's how you do it super super simple please do that your results will be better and uh hopefully I've put this to bed and people in my Facebook ads Mastermind group won't be constantly asking which one should I use anyway before you go something I want to quickly tell you about and that's my five-part Facebook ad template something you can download right now for free it's basically a document that contains a number of ads that we've created that produce great results in different Industries you can model from the ads uh copy elements off them apply it to your own business if you would like you can download it for free all you got to do is click on the link in the video description that'll take you to my website and you'll be able to uh to download it there so hopefully enjoyed that hopefully you found this video useful hopefully you're not going to be using traffic ads anymore unless you're advertising a blog post or something like that you're going to use conversions instead and uh if you got any questions pop them in the comments thanks a lot guys bye-bye