Facebook ads can be such a complicated beast if you’ve never used them before.
There are so many different marketing options to choose from that it can be confusing knowing which ones to opt for! Should you go for traffic ads? Conversion ads? Or should you opt for something entirely different altogether? Do the audiences that you choose have an important impact on your ads? There’s so much to learn!
The good news is that we’ve put together a comprehensive guide to look at two of the more popular Facebook ad types.
We’re going to take a more in depth look at traffic ads, conversion ads, and how the two of these compare to one another.
We will make sure that you know which type of Facebook advert is better for your overall marketing goals and strategy.
So let’s take a closer look at these two types of Facebook ads in more detail; what they do, how they work, and which ones are best for you and your business.
What Is The Difference Between Facebook Traffic Ads And Conversion Ads?
Traffic ads do exactly what they say on the tin – work at increasing traffic to your website.
This is particularly useful if you want to boost how many followers you have, or how many people interact with your posts on a regular basis.
Conversion ads instead focus on getting conversions, which includes getting people to buy your products from your website.
Both types of these Facebook ads have a time and a place for you and your business. However, you may not necessarily have the budget for both.
So it will be important to weigh up the pros and cons of both of these advert types.
Traffic ads will be crucial if you want to boost your engagement on your Facebook page or on your website.
If you have a blog post for example that you wish to boost, you can aim for a traffic ad.
This will aim to get more traffic to your website, boosting the views on your blog post, and then engaging potential customers this way.
However, you will need to bear in mind that traffic ads don’t always translate to conversions. So if you’re trying to sell a particular product, this isn’t the best type of Facebook advertising to use.
Conversion ads on the other hand have been designed with this exact purpose in mind. They will boost the amount of people who come to your website and are more likely to convert into a purchase.
These are often more expensive than traffic ads, but they will get you a more immediate return on your investment.
So depending on what your overall marketing goal is with your Facebook ad, you may find that one type of advert will work better than the other.
Which Is Better: Traffic Or Conversion?
It can be confusing knowing which type of Facebook advert is best for you if you’re new to social media marketing.
So after learning a bit more about these two most popular types of Facebook ads, which is better: traffic or conversion?
It will ultimately depend on what you are hoping to gain out of your marketing endeavor.
If you are setting up a new Facebook page for a new brand, then traffic will be essential for increasing followers and page engagement.
However, if you are an already well known established brand, then you will have less of a reliance on traffic ads to get your brand out there.
Traffic ads will be handy for boosting your engagement and post engagement if you find that this is lagging.
However, if it’s conversions that you are after to try and boost your sales, then traffic ads probably aren’t the way to go.
Conversion ads will be essential for seeing a more immediate return on your investment. These have conversions at their heart, so you won’t have to pay if someone doesn’t convert into a customer.
Generally, you can choose which stage of the marketing funnel you would like to count as a conversion.
This could be something towards the start of the funnel such as add to basket, or further along the line to a completed purchase.
While it may not make much sense to target adding a product to your basket, this will be very useful data for further targeted marketing.
If a customer hasn’t converted into a purchase, you can then target them in a separate campaign until they convert into a customer.
You will be targeting people that are already interested in your product, and therefore they will be more likely to purchase your product if they are further exposed to Facebook ads.
So if you want a more immediate return on your ad spend, then conversion ads will be the way to go.
Do Traffic Ads Convert?
Traffic ads can be very useful for your marketing campaign, and do tend to be cheaper on the whole. But do they actually convert?
The answer is that if this is someone who is already aware of your products and they have been thinking about purchasing from you in the first place, then they may be likely to convert at some point.
But they would ideally need to be exposed to your products and marketing for a relatively long time first, so that they can process through the decision of wanting to purchase your product.
So you are very unlikely to get constant conversions from your traffic ads. It’s a great way to get more people to your page, but this will hardly be beneficial if they aren’t actually adding the product to their basket to convert into a sale.
If conversions are your aim, you will be better off opting for conversion ads.
So there you have it! You now know that Facebook has several different ads that you can use for your marketing campaigns. The two most popular ads are traffic ads and conversion ads.
Traffic ads focus on increasing traffic to your website or Facebook page. Conversion ads focus on getting customers to convert, which will be ideal if you are trying to sell a product or service on Facebook.
If you are trying to increase exposure to your website and brand, then traffic ads will be a must have for the start of your Facebook marketing journey.
You can increase traffic to your Facebook page or website, and encourage them to engage with your content.
However, if you are looking to convert potential customers into actual customers, then this might not be the best course of action.
Overall, conversion ads are considered to be the better out of the two. This is because they have been designed with conversions in mind, so you are more likely to get an immediate return on your investment.
You can choose which type of conversion you want, and only pay when this occurs. You can also target people who don’t complete the conversion process so that they are more likely to purchase your products in the future.