• We're using a traffic objective in order to then take what's working in that objective and moving it towards conversion. 

• We typically test an ad that may be generating a lot of clicks and then seeing whether or not that click data can translate into conversion data.

• Click through rates, such as let's say 2% or higher, could indicate that we have something that people are interested in. 

• Test as many different variations as you can, see what's working, and then only run what is working. 

• Example: For almost two years now we've used one ad that's used primarily to sell and promote the top sellers within a given store. Now, the thing is that this ad was created without there actually being top sellers. It's more along the lines of just showcasing what exactly we want to be selling.

• We kept the copy short, kept the image very simple, and basically as specific as we could to the audience, because we're selling gum holsters here and we made the copy incredibly short and the headline so on and so forth. 
  

• This ad had been generating reactions, comments and shares all the time.  7,400 shares, 28,000 reactions, 2100 comments. So what we were looking for was just cheap click costs based on the audiences that we were looking to test with, but then also seeing whether or not the CTR would hold.

• In one particular month the click-through rate for this specific ad this month is 5%. So clearly when we see something like this, we know that not only is this ad something that's generating a ton of interest, we also noticed that it still is generating a amazing add to cart ratio and purchase ratio. 

• In this example, we had an 8.95 return on ad spend (ROAS). So when you get data like this from a click campaign, it's very easy for you to take this and translate into something on the conversion side. 

• You could also take that same exact copy and apply it to other images and do some testing. 

• We noticed that as long as we keep things simple, people seem to be the most responsive. 

• Often we are just using the individual images or video from that main ad in order to generate more possible variations for us to test. And then we've also taken that same copy, applied it to other campaigns. 
  

• When we test the other variations, it once again, generated tons and tons of reactions, comments, and shares, and then it's just continued to flow from there. So the main purpose of doing a general traffic campaigns is so that you're able to use it for testing purposes. 

• We bundled together all of the interests that we were looking to use for this specific client, then we put the main ads we wanted to test whether they were holiday daily, top sellers, etc. and then we just try to achieve a 2% click through rate and above.

• And if it holds for a given period of time, usually about a week, then we go ahead and turn that into a conversion ad, and we will run the conversion ad against the exact same audience, we don't worry necessarily about the click through rate, but what we look for is whether or not it generates, add to carts, initiate checkouts, and purchases, this same logic and apply to lead gen.

• You can use the traffic objective to see whether or not an ad creative is generating attention from the given audience you're trying to generate leads from, or even from a webinar. And if it seems to be generating a 2% click through rate or higher, that means you have a lot of attention from this audience. Thus, you can turn that into a conversion campaign. 
  

• Most people now are going to have CBO already selected for and CBOs se like to start at as low as $20 a day, and then we can work our way up. 

• Most of our campaigns start at $25 and then we will throw in the audiences and the ads that we plan to target within that campaign so that we could see what Facebook is favoring. 

David (00:01):

Hey there in this video, we're going to be talking about traffic testing, using a traffic objective in order to then take what's working in that objective and moving it towards conversion. So this is a great example of how we typically may test an ad that may be generating a lot of clicks and then seeing whether or not that click data can translate into conversion data because of certain click through rate, such as let's say 2% or higher could indicate that we have something that people are interested in. So a good example of this and this account for a client of mine, we ran a traffic campaign. We've been running this campaign for literally years, uh, because we continually run the data through there and see what's working. So as an example, uh, we'll run things like a date Daily ad or holiday ads. Yeah.

David (00:48):

And really just test as many different variations as we can. And then see what's working and then only run what is working. So as a good example, Uh, we have this ad that we've been testing

David (00:58):

For almost two years. Now, it's a ad that's used primarily to sell and promote the top sellers within a given store. Now, the thing is, is that this ad was created without there actually being top sellers. It's more along the lines of just showcasing what exactly we want to be selling. We kept the copy short. We kept the image, uh, very, very concise. And basically as, as specific as we could to the audience, because we're selling gum holsters here and we made the copy incredibly short and the headline so on and so forth. And as you can see, I mean, it's been generating reactions, comments and shares all the time. 7,400 reactions, excuse me, 7,400 shares, 28,000 reactions, 2100 comments. This has been ongoing over and over and over. Now the thing to consider is that what we were looking for, it was just cheap click costs based on the audiences that we were looking to test with, but then also seeing whether or not the CTR would hold.

David (01:56):

So as an example, this has been going back as far as 2017. If we look at this month, the click, the rate for this specific ad this month is 5%. So clearly when we see something like this, we know that not only is this ad something that's generating a ton of interest, we also noticed that it still is generating a amazing add to cart ratio and purchase ratio. As you can see an 8.95 return on ad spend. So when you get data like this from a click campaign, it's very easy for you to take this and translate into something on the conversion side. Now here's the funny thing. You could also take that same exact copy and apply it to other images and do some testing. So, as an example, you can see, we have various campaigns here where we've tested all sorts of different variations of imagery, but kept copy very simple, right? Cause we noticed that as long as we keep things, simple, people seem to be the most responsive. This is a dynamic version of the ad that was working from a click campaign utilizing just a single image, but using it as a slideshow. And it's also converting well, another example, cool. A lot of these are just

David (03:04):

Using the individual images or video from that main ad in order to generate, you know, possible, uh, uh, more possible variations for us to test. And then we've also taken that same copy, applied it to other campaigns. Once again, when we test the other variations, it once again, generated tons and tons of reactions, comments, and shares, uh, and then it's just continued to, to flow from there. So the main purpose of doing a general campaign, uh, specific to traffic, and so that you're able to use it for testing purposes. So example from a audience standpoint, in this campaign, what we did was we basically bundled together all of the interests that we were looking to use for this specific client. And then all we did was put the main ads we wanted to test whether they were holiday daily, top sellers. And then we just try to achieve a 2% click through rate and above.

David (03:58):

And if it holds for a given period of time, usually about a week, then we go ahead and turn that into a conversion ad. And we will run the conversion ad against the exact same audience. And we don't worry necessarily about the click through rate, but what we look for is whether or not it generates, add to carts, initiate checkouts, and purchases, this same logic and apply to lead gen. You can use the traffic objective to see whether or not an ad creative is generating attention from the given audience you're trying to generate leads from, or even from a webinar. And if it seems to be generating a 2% click through rate or higher, that means you have a lot of attention from this audience. Thus, you can turn that into a conversion campaign. For those of you who are curious how to create this, create click, the create button.

David (04:42):

You look for traffic under objectives, and then most people now are going to have CBO already selected for CBOs. We like to start at as low as $20 a day, and then we can work our way up. Most of our campaigns start at 25 and then we will throw in the audiences and the ads that we plan to target within that campaign so that we could see what Facebook is favoring. The future videos you're going to watch are going to touch on that subject of split testing audiences, split testing dynamically with dynamic creative as an option, but you can also use this, uh, in different variations. What will we be calling the four by four and the four by two. And you will be seeing in future videos how to create that. So this is how we go ahead and utilize the traffic objective in order to test our ads. And then from there, we move into conversions and make sure to watch the conversion video that shows you exactly how to test it.