How to Optimise Your Facebook Advertising for Clicks, Views, or Conversions
Every Facebook ad you create has a different goal. Some need to push people towards making a purchase. Others may just need to raise awareness about your brand. Here’s how you optimise for each goal.
Creating a Facebook ad campaign involves much more than just building your ad and making it live. Each campaign has its own objectives and target audience. You need to build the ad with those in mind to make it as effective as possible.
Typically, you’ll want your ad to achieve one of three things:
- Clicks through to your website.
- Impressions, or views, of the ad’s content.
- Conversions, which could be anything from a sale through to a message.
Happily, Facebook provides you with several tools that allow you to optimise your ads towards these goals. Specifically, it allows you to choose how you get charged. Making the right choice here makes your ads more cost-effective.
This article provides a step-by-step on how to choose how Facebook charges you. It also offers some information on which setup works best depending on your campaign’s goals.
Choosing Your Bids
You typically have two options when choosing your bids for your Facebook ads. These are:
- CPM – Cost Per Mille, which is also referred to as Cost Per Impression.
- CPC – Cost Per Click.
Each has its own pros and cons. Before getting to those, here are the steps you need to follow to choose your bid type.
Step #1 – Creating Your Campaign
When you create a Facebook ad campaign, you get presented with a range of potential objectives. These include things like traffic, conversions, and video views.
Generally speaking, your campaign will aim to generate traffic or create conversions. Choose one of these two options based on the campaign’s goals.
Step #2 – The Budget and Schedule Section
This is where things can get a little confusing. When you get to the Budget and Schedule section of the ad creation wizard, Facebook presents you with a few choices.
It allows you to choose how you optimise your ad’s delivery. Some of these choices cross over with the goals that you set when creating the campaign. However, they’re not the same thing.
Specifically, you’ll see choices for the following:
- Landing Page Views
- Daily Unique Reach
Each of these seems like a good option. However, they also limit your bid options. If you select one of these, you can only use the CPM option.
To access the CPC option, you need to select the Link Clicks option. Don’t worry. You’ll still be able to pay per impression using this option.
Step #3 – Choosing Between CPM and CPC
Once you’ve selected Link Clicks, click on the Show Advanced Options link.
This will reveal a host of new fields that let you dig deeper into how Facebook charges you.
You’re looking for the When You Get Charged field. You should see that you have an option between getting charged per impression or per click. Choose whichever option is the most relevant to your campaign.
It’s also worth noting that you can set a bid cap here. This will ensure you don’t overspend on your ad campaign.
Now comes the key question:
Is CPM or CPC best for your campaign?
When Is It Best to Choose CPM?
The cost for an ad impression is a lot lower than that for a click. At first, this may seem like the most budget-friendly option. However, remember that it’s possible for your ad to get thousands of impressions and only a few clicks.
In this case, the CPM option will lead to you wasting money.
Remember that you still get ad impressions when using the CPC strategy. You don’t have to use CPM if you’re only looking to build awareness.
As such, CPM is best used if you’re an experienced Facebook marketer who’s confident in your ad quality. The better your ad is, the more clicks it will attract. You can use the CPM setting to lower your costs for ads that have a high Click-Through Rate (CTR).
It can also prove useful when you’re conducting split tests for large campaigns. You can run the same ads against each other. One will have the CPC setting whereas the other has the CPM setting. You can then compare the results to see which is the most efficient.
When Is It Best to Choose CPC?
CPC is the better option for those who are new to Facebook ads. It’s the safest option of the two, as you only pay for clicks through to your website. This means that a poor ad won’t cost you a lot of money.
Choosing the CPC option can also lead to low-cost campaigns if getting impressions is your main goal.
The flipside is that your costs rise a lot if the ad performs well. More clicks mean you’re spending more money. Plus, the cost for a click is usually multiple times what it is for a thousand impressions.
A Note on Ad Quality
Facebook has measures in place to stop you from purposefully creating CPC ads focused on impressions. A CPC ad with a bad click-through rate doesn’t generate much revenue for Facebook. If that continues over an extended period, Facebook will show the ad less and less. Eventually, you may find that the ad stops appearing altogether.
However, a bad ad can still generate impressions, even if it gets no clicks. That means a CPM ad can cost you a lot of money if you’re looking for clicks. Facebook generates revenue from the impressions so they’ll keep showing it.
The Final Word
It’s crucial that you make the right choice between CPM and CPC when creating your Facebook ads. That choice depends on your goals and the quality of your ad.
It’s best to continually test your ads’ performance. Conduct switch tests during larger campaigns to see which charging method results in the lowest costs.
As a general rule, go for CPC if you’re inexperienced with Facebook ads. More experienced practitioners may get better results from experimenting with CPM.
Help is also available. Growth Marketing Systems can help you to create the ideal Facebook ad campaign for your business.