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Facebook advertisement is one of the best platforms to drive quality traffic to your website/blog at a reasonable price.
All it takes is just 3 steps: Select traffic as campaign objective, choose the target audience, write the ad copy & hit on Publish. That is all one needs to do to drive traffic from Facebook.
If you are one of them, who thinks that all it takes is a couple of steps to launch the traffic campaign on Facebook, let me tell you that you are doing it in the wrong way!!!
More than 90% of the people forget to choose Landing Page View (LPV) as an optimization method and instead keep ‘link clicks’ for optimization. As a result, there is a loss in the ad spend and less traffic to the website/blog.
What is a Landing Page View optimization?
If you are pretty new to the Facebook advertisement, then you might wonder what Landing Page View (LPV) optimized campaign is.
In this context, a landing page is nothing but a web page that gets loaded upon clicking the destination URL by your target users. It can be a homepage URL, a lead magnet URL, or a blog post that you want your blog readers to visit.
And the Facebook ad that is optimized to get more views for your landing page is nothing but a Landing Page View optimized ad campaign.
Link Click Optimization Vs. Landing Page View Optimization
When you select traffic as the objective at the campaign level, by default, Facebook keeps link clicks as the optimization method.
Now, what difference does it make to you if you use link clicks optimization?
When you say Facebook to optimize your ad for link clicks, the Facebook algorithm considers that you wish to get more clicks on the link, which you have used in the ad.
It doesn’t take into consideration whether the person who clicked on the link visits your page or not. In layman terms, Facebook won’t follow the person after he/she clicks the link. It just considers it as a link click and reports it in the ads manager.
On the other hand, when you choose a landing page view as an optimization method, Facebook not only tracks the link clicks but also checks if he/she loads the landing page (the web page) or not.
By choosing LPV optimization, you indicate to Facebook’s delivery system that loading the page is important to you and not just the link clicks.
As you can see in the above screenshot, I got 6800 landing page views & 20,550 link clicks from two landing page view optimized campaigns. The Link click to the LPV ratio is around 3:1.
Now imagine running a campaign with link clicks optimization. The landing page views (which is the actual traffic to the website) would be far less than the current ratio of 3:1.
This is why it is important to choose landing page view optimization, instead of link clicks when your goal is to get as much quality traffic as possible from the ad budget.
How does Facebook Tracks Landing Page Views?
Similar to Google Analytics, Facebook has a tracking system called “Facebook Pixel”. You can create a pixel that is unique for your website/blog and install it on the back end.
With the help of the pixel, Facebook tracks activities like page views, sessions, number of visitors, add to carts, conversions, & even the custom conversions.
As you can observe in the above screenshot, Facebook pixel considers every visit of a page (basically a page load) under the predefined event called “PageView”.
It is mandatory to have a Facebook pixel installed on your website/blog to track the landing page views.
Advantages of Landing Page View Optimized campaigns
- Optimized for your goal: Get the actual visitors to the landing page, and not just the link clicks.
- Reduce wastage of ad budget by avoiding link click campaigns
- It helps to feed data to the Facebook pixel. And with this data, you can retarget the website visitors, create custom, lookalike audience, and much more – All of this is not possible if you use link clicks to drive traffic & neglect to install the Facebook pixel.
Now let me show you the step by step procedure you need to follow to launch the LPV optimized ad campaign on Facebook.
Step by step guide to launch a Landing page view optimized Campaign on Facebook:
Step 1: Choose traffic as the campaign objective
Step 2: Give a Name to the campaign and choose Campaign Budget Optimization (CBO). Now choose a daily budget, and select a bid strategy.
Step 3: Give a name to the ad set and choose “Website” as traffic destination
Step 4: Next, choose the location of your target audience: list of cities, state, or country.
Optional: Based on the campaign requirement, you can narrow the audience by choosing interests/behaviors under ‘detailed targeting’ option.
Step 5: Select “automatic placement” if you are not sure about which placements perform well for you. Based on the performance data, you can later choose to remove some placements that are not performing well or having a high cost per LPV.
Now, select “Landing page views” from the drop-down option given under the heading “Optimisation for ad delivery”.
Step 6: Schedule the campaign – when you want to make it live and till what day you want it to be live.
Ensure you make it live exactly at the beginning of the day and stop it at the end of the day. This helps Facebook to distribute the daily budget proportionally across the whole day. Don’t start and stop any campaign in the middle of the day. By doing so, you see bad performance on the start and end days.
Step 7: Give a name to the ad and choose the FB page and Instagram account associated with your blog/website.
Choose the ad format, include the media (Ad creative), write the ad copy, & paste the landing page URL. If possible, use the inbuilt URL creator to insert UTM parameters, instead of using a 3rd party URL shortened link. Using 3rd party URLs create an additional redirection, which increases the time taken to load the landing page.
Step 8: As a final step, you need to choose the pixel that is associated with your blog where you are driving the traffic.
If the FB pixel installed on your website/blog is linked to the ad account through which you are running the ads, then you will be able to choose the pixel from the drop down that is available under the “Facebook Pixel” option.
I hope this article helped you to understand most of the details related to landing page view, and how you can launch LPV optimized campaign. Have any questions? Please post them as comment below and I would be happy to answer them.
I’m a Facebook marketing consultant based out in Bengaluru. I help businesses to generate leads & sales using Facebook advertisement.