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Traffic vs. Sales Optimization?

Table of Contents

Table of Contents

Facebook gives you six different choices for your ads, called campaign objectives. Each one of the campaign objectives has a specific purpose. If you’re running an e-commerce business, your main goal is clear: you want more customers to buy your products. Now, the decision you need to make is whether you want to focus on getting more ‘traffic’  or directly on getting more ‘sales.’ In this blog post, we’ll help you understand which option on Facebook will lead to more purchases for your store. So, traffic or sales optimization?

 Let’s figure it out!

Traffic vs. Sales optimization

When it comes to Facebook advertising, choosing between ‘traffic’ and ‘sales’ optimization involves understanding the distinct goals each serves.

Opting for ‘traffic’ optimization aims to increase the number of people visiting your website, making it ideal for enhancing brand visibility and generating interest.

traffic or sales optimization campaign objective on facebook

On the other hand, selecting ‘sales’ optimization is a strategic move focused on maximizing the number of actual purchases made through your ads. This objective is tailored for businesses aiming to boost their bottom line directly.

While ‘traffic’ aims to drive more visitors, ‘sales’ aims to convert those visitors into paying customers. The choice between the two depends on whether you’re looking to create awareness and interest or directly drive revenue for your store.

Clicks, Conversions and ROAS

In our recent test comparing sales and traffic campaigns, we aimed to figure out which one is better for getting more people to buy. The results show that the sales campaign, designed to get more actual purchases, did better in a few key areas.

First off, it had a CTR of 1.30%. Furthermore, CR was a whopping 89.5% higher than the traffic campaign. The ROAS for the sales campaign was also much better, with a big 76% increase compared to the traffic campaign.

Even though the traffic campaign got more clicks with a 2.15% CTR, it didn’t lead to as many people purchasing products.

So, if your main goal is to sell more, the data says it’s smarter to focus on the sales campaign. Despite a lower CTR, the people who visit your site through the sales approach are more likely to buy, giving you a better return on investment.

Optimizing for Sales: Best Practices

When it comes to boosting sales on Facebook, it’s not just about picking the right ad goal. To get awesome results, you need a smart plan. One big part of this plan is using a broad targeting approach. This means showing your ads to lots of different people. Facebook’s smart system then figures out who’s most likely to buy your stuff from this diverse group.

Another smart move is going for Advantage+ placement. This means letting your ads show up in different spots on Facebook without any restrictions. More visibility means more chances for people to see and buy your products.

Now, let’s talk budget strategies! Ad Set Budget Optimization (ABO) is our go-to. It gives Facebook the power to smartly distribute our budget among different ad sets, ensuring our campaign performs at its best. With ABO, we’re making sure our budget goes where it can make the biggest impact, ultimately optimizing our return on investment.

Summing up: Traffic vs. Sales optimization

To wrap it up, when it comes to Facebook ads, choosing sales over traffic is a winning move for e-commerce businesses. Our test results? Sales optimization brings in 89% more customers and a whopping 66% higher return on ad spending.

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