A popular strategy is to run Traffic campaignsThe campaign is the foundation of your Facebook ad. This is where you'll set an advertising objective, which defines what you want your ad to achieve. More that optimize for link clicksThe link click metric measures all clicks on links that drive users to properties on and off of Facebook. More or landing page viewsLanding Page View is a Facebook ads metric that represents when people land on your destination URL after clicking a link in your ad. More. In most cases, you’re throwing money away.
The link click will be the algorithm’s entire focus. Meta is trying to get you the most link clicks at the lowest cost. Many of these clicks will come from people who click everything. They can also come from bots and click fraud that haven’t been detected yet.
You assume that people who click your ad actually care about your content. When you optimize for link clicks, you’ll see this is far from the truth.
Meta needs a way to optimize for quality traffic, but that doesn’t exist.
One alternative is creating custom events for deeper engagement on your website. I have events for scroll depth, time spent, starting my podcast player, clicking internal links, playing embedded YouTube videos, and a whole lot more.
You can then optimize for these events so that the algorithm prioritizes those actions instead of just a click.
