Question

Is the objective of website traffic ever a good idea? Part of my brand is giving out a lot of tips. And I sell tools. Most customers are from first reading tips for a while, and eventually buy the tools. So to run ads for only the tips, would traffic be better than conversions? Or is conversions always a higher quality audience? Thanks!  

Answer 1

I’d run traffic to your tips. Then retarget your visitors with ads that specifically speak to the content they already viewed. Those retarget ads can be conversions eventually, but I think you want conversions from the traffic first.  

Comments

Agree with John. If the tips and info are non-gated info, you can run traffic to it and then retarget to push further down the funnel to gated info.  

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@sandlin ok. What would I set the pixel to? Can I then later target those people that clicked the traffic ad for the tips, and target them for conversion ads? Sorry this is a side thing for me, so I have quite a bit to learn. I appreciate the help

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@archduchy What do you mean by gated? That there’s no money needed or password, etc? If so, then yes, anyone can see it. I’ve been torn on that, but it’s part of my brand, and it’s something that can’t be copied, it’s valuable info, but really drives sales.  

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Correct. Gated content means you’re asking for something in return for offering the download. Email, phone, first/last name etc. It’s not bad to offer some high level content for free. As you get down to the more valuable content, that’s where you should set your “gate”. Build your email list.  

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@archduchy Great. That’s one of my next projects. Am I correct that there’s no pixel to set for traffic?  

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@ingeingeberg So you don't "set your pixel. " You install your one pixel and then as traffic comes through your site, you can build audiences based upon their behavior on your site.  

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@sandlin oh ok! That makes more sense. Thank you.  

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So, for example, run an ad to an article about a widget you sell. The article discusses the benefit of the widget and how to use it. Then the pixel records who visited the article from the ad. Then you make an audience of people that only visited that article. Then you run a separate traffic campaign to only that audience, but this time your ad is for the widget you're selling. When you have enough traffic that has come through and purchased the item, you have enough data for Facebook to use conversions instead of or in addition to traffic.  

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@sandlin that is very helpful. I’ve been slowly understanding how it works. That’s a really great explanation of it. I really appreciate it.  

Answer 2

Just test it.  

Comments

@noh797 it’s pretty limited money, my own money, that I’m using. So I thought it would be much smarter to ask opinions of people that are good at this first.  

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@ingeingeberg Fair. I'd try John's advice as it seamlessly fits into your funnel. Think of it as awareness part, and remember how facebook offers instant articles and experiences which have faster loading times and a proven higher click trough rate

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@noh797 thanks! I understand the testing thing, it’s just that it starts to add up really fast. What do you mean by instant articles? Should I do some googling on that?  

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@ingeingeberg You should DEFINITELY do some googling on all facebook ads manager offers AND you MUST STUDY the ad help bit by bit. Same goes for the policy dude put that knowledge into your brain to evade the mistake so many make and get banned. Regarding articles, yes, I think it would be hardcore AF since your facebook strategy MUST BE keeping your customers on this platform as much as possible both for advanced, non blockable tracking AND facebook wanting the same and purposefuly boosting all content that makes people want to use the platform

Answer 3

For retargeting it’s a good idea