#2 – Ad type selections are becoming more important for campaign success
Facebook ads are quickly moving in the direction of machine learning and we have to take advantage of that as much as possible. During the deployment of a campaign, each consumer action is recorded and analyzed within their system to help maximize every ad set you run. It is done in real time and the results are immediately leveraged to optimize the campaign.
For example, we are frequently working on website traffic as an objective in our ad campaign strategy. In the past, we may have selected the ad type objective as “Website Clicks” with the intent to drive website traffic. This sounds like the logical ad choice objective, but one of their new objectives, “Landing Page Views” is just like “Website Clicks” but better.
Facebook tells us that when you optimize for “Landing Page Views”, you are optimizing for one step further down the funnel than link clicks. Link click optimization finds people who are most likely to click on your ad. Landing page views optimization finds people who are likely to click on your ad and then wait for the landing page to load. This provides us with a better opportunity for the consumer to engage with our website content.
So, each time someone clicks from the ad to the website landing page and then engages within the landing page, their persona and online characteristics are noted. Facebook then attempts to serve that ad to more people with a similar persona that drive a higher quality of audience that will have a propensity to engage with your content. They are even able to differentiate between the actions of mobile and desktop users. This is done through the technology driven by the Facebook pixel implementation.
Learn more about Facebook Pixel technology.