Video Length – 22 Minutes
Welcome to the 11th video. In this section, I am going to show you how to create a traffic based campaign as opposed to building an ad campaign with “Leads” as the objective. We are still capturing leads, but instead of doing so on FB with a FB Lead Form, we are instead using a call to action that encourages potential leads to click through to your website or a landing page to complete a lead generation form.
Why Choose a “Traffic” Based Campaign instead of a “Lead” Campaign?
As I mention several times in this course, you really want to test various types of campaigns and let them run for 4-8 weeks in order to have a good data sample to analyze. Choosing a traffic based campaign objective usually results in a lower ad spend, which means those who have lower ad budgets might want to focus on this type of ad set up in the beginning. If you already have a website and have the ability to create landing pages and/or contact forms that capture leads, creating a traffic based campaign will ensure people click through to your site/landing page. When we create this type of campaign, you will be charged in “CPC” or “cost per click” instead of “CPL” or “cost per lead.” In my experience, I use traffic based campaigns for clients with smaller ad budgets and for clients in service based businesses that are not expensive. As an example, I use traffic campaigns for both my micro-venue and mobile bartending business, but I use “leads” objective campaigns for clients selling big ticket items like decks, landscaping, patios, hvac, etc. With ad based traffic campaigns, you run the risk of paying for clicks through to your site, but a lead not providing their information. With a “leads” based campaign, you capture the information required in your lead form – which is why this ad set up is more expensive.
TIP: No matter what type of campaign objective you choose, I highly recommend exporting leads in a .csv file, and remarketing to those leads via email marketing. This ensures you add them to your email marketing list, and if they didn’t convert into a paying customer initially, the might convert in the future if you stay in touch via email marketing.
