The ONLY 2 Reasons to Use The Facebook TRAFFIC Objective

0:00hi guys it's ben heath from lead guru and in this video i'm going to talk about the only two scenarios where you want to use the traffic objective with your facebook ad campaigns because there really aren't just two before i get in touch with very quickly ask you to smash that like button and of course subscribe to my channel if you haven't done so already okay so i'm gonna in an example ad account here i've got the campaign creation window up the thing you see when you click on the big green plus create button and i've got traffic selected as the campaign objective now this is something that a

0:31lot of facebook advertisers use particularly when they're first getting started they think traffic yeah that's what i want send people to my website send them to my landing page send them to opt-in for my webinar send them wherever that's what i want great that's what i want from advertising platform it's only when you dig a little bit deeper you start to realize actually is that what i want or do i then hope that once they get there these people who i'm sending to my website go on to take another action like purchase or become a lead or whatever actually yes nearly always you want them to take another action therefore you

1:00would usually want to go with something like conversions which allows you to directly optimize for that action so you can say to facebook don't just send me a bunch of traffic i don't really care about traffic i want purchases i want leads go out and get me those however that doesn't mean that we never run traffic campaigns there are scenarios where you will run traffic campaigns two to be precise the first is where we cannot track conversions if you cannot track conversions there's no point running convergence campaign you would be better off going with traffic when does this happen one of the classic examples is sending

1:31people to an amazon page let's say you sell your products via amazon instead of and you simply cannot install pixel code and track conversions and run a conversion run a conversions campaign as a result therefore traffic is going to be the better option and there are other options that operate similarly to amazon if for example you're sending them to a page on spotify or lots of other third party um locations there are various sort of event booking softwares some have tracking capabilities some don't but if you cannot track conversions then we're going to go ahead and use traffic wrapped up in that is just going to be

2:05scenarios where you can't track the next action and this can sometimes be where you've got let's say a custom website build setup that doesn't allow you to conversions i mean my most time my advice in that scenario would be get that fixed and change it so that you can install pixel code and you can actually get conversions tracked and in fact i'll include a link in the description below to talking all about installing facebook pixel and all that sort of stuff because not having the facebook pixels installed is not one of the reasons to use traffic campaign the answer there is to get the facebook pixel installed and then run

2:37conversion campaigns but if you've got like a custom setup on your website you can't run conversions um yet because you can't get the facebook pixel installed yes you could run traffic but really i'd rather you got that fixed but i said there are scenarios like when you're sending people to an amazon page or something like that where you simply cannot track those conversions in which case go up with traffic the other option the other reason when we use the traffic campaign objective is when all we really want is the click okay so let's say we're advertising a piece of content an article blog post something like that and all we

3:10want is people to click through and read it um we will sometimes use a traffic campaign now we may use reach if it's part of an only president's content campaign but there are times when we use traffic and there are various sales funnels people recommend where you send people to say an article like a cornerstone piece of content that helps warm them up and then you can retarget with a conversions campaign not something we do a huge amount of but can work well those are the scenarios in which we traffic those are the only two scenarios in which i like using the traffic campaign objective effectively when it's either

3:40actually what you want or there's no alternative or not a better alternative i do not use traffic um as let's say a top of funnel campaign objective to then use conversions afterwards almost never i won't for example send people with the traffic campaign to a product page on our website to then retarget the conversions no better off just go straight to conversions i will not use traffic if i'm only generating say 10 conversions a week and i don't get out of the learning phase much better off using conversions i've tested that so many times because i get questions about it all the time you are better off using conversions even if you

4:12don't get out of the learning phase you will see better results i don't use traffic um because clicks are cheaper clicks are cheaper with a traffic campaign but that's not a good enough reason to use traffic there are drawbacks with the traffic campaign objective facebook is going to optimize for link clicks maybe landing page use depending on your settings what does that mean you might get you might get a lot of accidental clickers and facebook thinking has done its job and putting your ads in front of clumsy people with big thumbs that happens you might think it doesn't it happens i can assure you and there are lots of times where people use

4:50traffic campaigns when they shouldn't when they should be using conversion campaigns because they can or lead generation or something else like catalog sales for example that's more um optimized towards your end objective but for me only two scenarios because you can't use conversions or because it's actually what you want you just want to read your content i'd be very interested to hear if there are other scenarios in which you use it please let me know in the comments below um i doubt i'm going to agree with other scenarios even though i'm sure i'm going to hear a lot but uh be good to let me know and i will engage in in the

5:23comments stuff like that and before you go actually something i want to quickly mention and that's a free webinar i've created called one facebook ads technique to supercharge your results and in this webinar i talk through the single most important facebook advertising technique that you have to get right if you want the best possible results with your facebook and instagram ad campaigns it's a completely free webinar it's about 40 50 minutes long link is in the video description below go ahead and check it out i think you'd be very very happy that you did um it's like to make a huge difference to your results if you can execute this

5:51technique very well and i'll show you exactly how to do it in the webinar um before you go comment below to let me know what you think of this comment below if you've got other terms when you use traffic objective if you agree agree disagree all that sort of stuff please hit that thumbs up button really helps me out and of course subscribe to my channel if you are new and you haven't done so already okay thanks a lot guys bye for now