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Why should you be excited about landing page view optimization?
A landing page view is when a person lands on your ad’s destination URL (landing page) after clicking a link in your ad. This is stronger than a link click. A link click just means that a person clicked on a link within your ad. A landing page view means that the page loaded fully. So, if a person accidentally clicks on your ad, but closes the window before the content loads, they will not “count” for the purpose of optimizing your ad delivery.
Optimizing your Ad delivery
Anytime you run an ad, Facebook’s algorithms attempt to optimize your ad delivery. What that means is that the algorithm will analyze the people who are completing your desired action. From that analysis, the algorithm will attempt to serve the ad to people within your targeted audience who it predicts are most likely to also complete your desired action. This process is why it’s important to select the “right” objective for your end goal. If you choose Page Post Engagement, it will optimize to get you as many likes/comments/shares as possible. If you choose Traffic and optimize for Landing Page Views, it will optimize to get as many people viewing your content as possible. Even with the same budget and audience – the results of those campaigns will likely be very different. It’s important to know how to generate the results you want.
How to set up Landing Page View Optimization
This feature is still on a gradual roll out – so you may see it in your Ad Create process (in either Power Editor or Ads Manager). In order to use Landing Page View Optimization you will have to meet the following criteria:
Select “Traffic” as your objective, at the Campaign level
Your website must have the pixel base code installed on the page(s) you want to optimize for people landing on
When you get to the Ad Set level, in the Budget & Schedule section, you will see the drop-down for Optimization for Ad Delivery. The default setting will be “Link Clicks.” The options include:
- Impressions – Ads will be delivered to as many people as possible
- Daily Unique Reach – Ads will be delivered to people one time per day.
- Link Clicks – Ads will be delivered to people most likely to click
- Landing Page Views – Ads will be delivered to people most likely to click and wait for the page to load.
Typically, the default is the best option for most advertisers. Given this new option, Landing Page View Optimization is something I would recommend testing out for most businesses. The new optimization option is a way to improve the quality of the traffic your site receives as a result of your ads.
Questions about Landing Page View Optimization?
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