The Best Facebook Ads Optimization for Quality Traffic on News Feed

Driving quality traffic to your blog posts with Facebook ads is a challenge. In my initial experiment, I discovered that optimizing for link clicks or landing page views resulted in a significant portion of the budget being spent on Audience Network placements, which generally attracted low-quality traffic. Some may have found this result unreliable, so I conducted a follow-up test.

In my revised test, I set up three ad sets:

One optimized for link clicks.
One for landing page views.
One for a custom event I call the "quality visitor" event.

This custom event triggers when a visitor spends at least two minutes on a page and scrolls 70% of the way down.

Importantly, I limited placements to the News Feed only.

The results were clear. Optimizing for the "quality visitor" custom event produced far more quality traffic than the other two methods. I continue to test and refine these strategies. Follow along for more updates.

Keywords

Facebook ads
Quality traffic
Custom event
Link clicks
Landing page views
News Feed
Audience Network

FAQ

Q: What is the goal of optimizing Facebook ads for a custom event? A: The goal is to drive higher-quality traffic to your blog post by targeting users who engage more deeply with your content, such as spending more time on the page or scrolling further.

Q: Why is optimizing for link clicks or landing page views less effective? A: These optimizations often result in budget being spent on Audience Network placements, which generally attract lower-quality traffic compared to News Feed placements.

Q: How does the "quality visitor" custom event work? A: This custom event fires when a user spends at least two minutes on your page and scrolls 70% of the way down, indicating deeper engagement.

Q: Why limit placements to the News Feed? A: News Feed placements are more likely to attract quality visitors compared to other placements, like Audience Network, which tend to result in low-quality traffic.

Q: Are you continuing to test and refine your strategies? A: Yes, I am continually running new tests and will provide updates on my findings. Follow for more insights.