Do you use the Website Conversions, Website Clicks, or perhaps, Post Engagement Objective?
Have you ever wondered if a certain campaign objective could be more effective than the other?
In this post, we’ll compare the 2 most popular Campaign Objectives.
What are Campaign Objectives?
When you first create a Facebook ad, you’ll be asked to choose a campaign objective.
When it comes to choosing the campaign objective for a lead generation, most experienced advertisers pick Website Conversions.
But for the benefit of those of you who only have experience with Post Boosts, all these may sound foreign to you. So let me share with you what Campaign Objectives you can choose from.
Campaign Objectives: What can you use?
- Clicks to Website – Drive traffic to your website.
- Website Conversions – Gather leads or inquiries, purchases, sign-ups, and registrations.
- Page Post Engagement – Promote your post.
- Page Likes – Get page likes.
- App Installs – Get installs of your app.
- App Engagement – Increase engagement in your app.
- Offer Claims – Create offers for people to redeem in your store.
- Local Awareness – Reach people near your business.
- Event Responses – Acquire attendees to attend an event.
- Video Views – Get more views.
In my experiment, I compared Clicks to Website and Website Conversions.
What are Clicks to Website and Website Conversions?
With the Clicks to Website objective, the main goal is to get people to visit your site based on the URL that you provided.
On the other hand, Website Conversions objective does its best to optimize your ad by showing it to the audience that will most likely take your desired action, such as signing up for a form.
In general, the Website Conversions objective is great once you have converted some customers on Facebook, so that the Facebook pixel has a collection of your customers data to determine who to show your ad to.
But is Website Conversions always better than Website Clicks?
I’ve had this burning question in the back of my mind.
Should you try to get people to visit your website (optimizing for more clicks to your website) or drive people to your website to take actions like filling out a form (placing a pixel on the thank you page)?
I decided to run an experiment for an Aviation company.
Background of the Experiment
The company wanted to attract more applications for their cabin crew training course.
Their objective is to generate the most number of leads at the lowest cost possible – just like many of you.
In our case, a lead in this experiment is generated when a site visitor fills up an inquiry form and clicks on the “Submit” button. In other words, it refers to a written request for more information regarding the course.
I ran the same ad using the same budget, targeting options, creative image, and landing page.
Are you ready to find out what my results were?
Wait, before I reveal them, let me give you an idea first my campaign setup.
The Campaign Setup
The landing page has a contact form where a visitor will be asked to input the name, age, email address, phone number, country of residence, and a message. The screenshot below shows you the inquiry form.
For one campaign, I selected “Clicks to Website” as my objective while for the second campaign, I selected “Website Conversions” and placed a pixel on the thank you page (the page they hit after clicking the ‘Send’ button).
In both campaigns, I used the same ad and targeting.
Let’s take a look at the results.
The Results: Clicks to Website
I spent a total of $25.76 to reach 33,082 of a potential 110,000 people in 36 days.
And these were my results:
- Frequency: 2.02
- Amount Spent: $25.76
- Link Clicks: 1,118
- CPC (Link): $0.02
- Leads: 124
- Cost per Lead: $0.21
The Results: Website Conversions
In the Website Conversions Campaign, I spent a total of $25.77 and the ad was shown to 30,213 people in 36 days.
Here are the overall numbers for the ad:
- Frequency: 1.93
- Amount Spent: $25.77
- Link Clicks: 594
- CPC (Link): $0.04
- Leads: 137
- Cost per Lead: $0.19
The analysis is pretty simple. I looked at the 3 metrics that I think are important:
- Amount Spent
- Number of Leads
- Cost per Lead
Here’s how the results for both campaigns looked like for the number of leads generated.
And here’s how the results for both campaigns looked like for the Cost per Lead.
Sidenote: What about the Link Clickthrough Rate (CTR)?
As some of you may have noticed, the Clicks to Website campaign achieved 4.42% CTR while the Website Conversions campaign got a lower 3.32%.
While some of them may have been spam clicks, it could just be as likely that these were possibly high-quality clicks that the optimization algorithm in the Website Conversions would not have converted.
Food for Thought: Disadvantage of Website Conversions Campaign Objective?
When it comes to generating leads, I know that most of you would immediately think about Website Conversions.
But have you ever been curious about how the Website Clicks objective would fare?
Given that the Website Conversions objective only shows your Ads to people who the algorithm thinks would most likely convert, could it be possible that you’re missing crucial people because of the flaws of the algorithm?
What if…you could use the Website Clicks objective to reach more people that the Website Conversions objective misses? Would that change the way you think about scaling and improving your campaign?
I don’t want to be complacent and completely rule out the potential usefulness or advantage of using the clicks to website objective. I know that Facebook will optimize the campaign using their algorithm, but their algorithm is imperfect. So they may miss out some people who may sign up otherwise, but are left out by the website conversions campaign.
The result in the clicks to website campaign is not that far compared to the second campaign. In fact, if the technology permitted, I would even go further to see the eventual number of people who sign up for the course to see which campaign objective attracted higher quality and more profitable leads.
But, what can you learn from this?
It’s time to start testing different objectives when setting up campaigns. You never know another campaign objective might just work better for you!
Have you tried doing an experiment like this? What were the results? Let me know in the comments below!