Facebook Advertising Objectives: Links Clicks v Conversions

Traditionally, the biggest question with pay per click advertising is “What 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 your’e asked to choose an objective.

The most common options are “Link Clicks” or “Conversions”

NOTE: For the conversions objective to work, you need to have your 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 to pick who to show it too?

Generally, Facebook will first look at the existing people that have converted on your 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 providers.

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, your ideal prospect will be further refined to get the best quality leads Facebook has to offer.

So whats the catch?

The catch is that with conversions, you’ll find that the CPC (cost per click) can be up to 3 times higher then 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, to those 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?

It’s time to take action! Start a Facebook Advertising campaign with LBD Marketingtoday or call (02) 8915 6229 for more information.