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Facebook: Can traffic campaigns supplement the wider account objectives? Or just an inefficient use of budget?
We always see lots of flack given to traffic campaigns, especially when optimised for link clicks over LPV.
So if we have a set conversion we want, purchases or leads etc, **is their EVER a situation where traffic campaigns are required or can be beneficial when a conversion event is the desired action?**
Otherwise, typically they drive low quality traffic (low action, low time on page, high bounce rate), so can traffic ads be used to positively supplement other campaigns? Or are they literally just an option when optimised options aren’t available?
Reason I ask is I see so many accounts recently that are running traffic campaigns, even when conversion is an option, drifting generally low quality traffic is surely such an inefficient use of budget and is only feeding poor users into remarketing pools too.
Even if it’s to ‘fill the funnel’ (or gather data), aren’t we potentially just filling the funnel with non-converting users?
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1 Reply
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I would run traffic when i want people on my page aka. To read whatever is on the page and nothing more. I think they can also be useful when you have a very limited audience so you can quickly saturate it or when you just want to be out there.
For conversation I would always stick to conversations campaigns.
Companies like apple or well known brands that just need to show up use traffic or reach campaigning for cheap eyes on the new thing.
I ran traffic for a sport event ticket promotion and it worked pretty well. Sadly I couldn’t run it along a conversation campaign so I don’t know how it would compare.
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If you look at the time spent on site, bounce rate, and pages visited, you’ll notice the traffic is typically trash
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We’re currently running an official test partially funded by Facebook to see if this proves out (using View Content to supplement Conversion optimization). Right now conversion optimization alone is significantly outperforming having a view content campaign paired with conversion.
That said, I have a feeling that optimizing for View Content is not the right way to go as when I look at their on-site performance it’s pretty low. So what I would suggest is creating a custom conversion for people who spend 2 minutes on the website and visit a valued page (for example, in e-commerce if they initially land on a specific landing page and then navigate to a product page). That way you can at least optimize for more quality users and see if that works better.
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When you need to build your retargeting or LAL pool, traffic works best. From there get a good heartbeat and switch to conversion.
Key tip: Make sure you use LPV not link click traffic. There is roughly 20% waste there.
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