If you choose the website conversions objective, you might notice that your average CPMs will double– going from perhaps $6 per thousand impressions to $12 per thousand impressions.

We see a lot of people freaking out over the cost of their traffic rising.

And many are making the mistake of running ads for video views, boosting, or whatnot so that some other metric (cost per view, CPM, cost per engagement, etc) will go down.

Then they wonder why their conversion rate is so low and their CPA is so high.

Here’s how to get around this major mistake…

If the business objective for that particular creative is actually conversion, then run it as website conversion.

If that particular creative is for engaging (not selling), then boost it.

We see a lot of people who should be selecting “conversion” for certain campaigns, and bidding for CLICKS.

Yes, they are getting cheap clicks, but not conversions as well as they should.

That’s because Facebook will sub-target and optimize to whatever objective you choose.

You could run the exact same ad with the exact same target, side by side– the only difference being the objective you choose.

And you’ll get drastically different results because of the sub-targeting and optimization that Facebook does.

This is perhaps the biggest misunderstanding people have about Facebook ads, causing them to say that “Facebook ads don’t work”.

Dennis Yu

Dennis Yu is co-author of the #1 best selling book on Amazon in social media, The Definitive Guide to TikTok Ads. He has spent a billion dollars on Facebook ads across his agencies and agencies he advises. Mr. Yu is the "million jobs" guy-- on a mission to create one million jobs via hands-on social media training, partnering with universities and professional organizations. You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel. You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.

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