When I run prospection ads for an ecom store, I ONLY use conversion campaigns optimized for purchases.

If you're optimizing for a different event, you're losing $$$.

So, let me explain why....

**Optimization Thread**

(RT to help save other's money)

Let's be clear, I'm talking about selling a physical product online to a cold prospection audience.

I don't care how high converting your funnel is, if you aren't optimizing for purchases in your prospection ad sets you're not making as much money as you could be.

The longer you run FB ads the more you realize how good they are at showing ads to the people most likely to convert.

They're able to do it because of the sheer amount of data they've collected on all of us based off of our online activity.

Which has allowed them to do a great job in offering a wide selection of campaign objectives.

Because on FB they're are people who like watching videos, tagging friends in posts, liking images, "window shopping", buying dumb products, etc.

There's all different types of people.

Which is why it's dum optimizing for something other than the purchase event.

Optimizing for purchases will:

1) Increase Traffic Quality

2) Decrease CPA

The difference in traffic quality when you optimize your ad set for ATC or IC compared to Purchase is insane.

Yes, you will most likely get a cheaper ATC or IC but I guarantee that ad set over 2 weeks to a month continually spending will have a higher CPA.

I've tested this out on so many accounts because like many of you I'm sure it's a seems like a strategy that would work.

The strategy that if you fill your funnel with more ATC or IC through optimizing for either of those events you will be able to lower your CPA.

But it just doesn't work.

You will most likely get cheaper clicks and cheaper ATC/IC but the traffic quality is so bad.

And this is because FB is so good at finding specific types of people.

Because there are people out there who just sit on their computer all day and add things to their cart or go through the checkout process with no intention of actually buying.

Which makes no sense obviously.

"Why would someone do that?"

Probably because they're pyscho but that doesn't matter.

What matters is that you're aware of it

and stop optimizing for upper funnel events in prospection.

So, you can increase your chances of getting actual purchase conversions.

Optimizing for purchases is the way to go, no doubt about it.

But there will still be some people who say something like this:

"I got a 4 ROAS on my ad set optimized for ATC though"

To which I ask two simple questions

1) Did you scale the budget on the ad set?

2) Is the ad set still active?

The answer to both is typically some form of no.

Because in the long run ad sets optimized for ATC or IC will not perform as well as ad sets optimized for purchases.

Same goes for any sort of traffic campaigns with the thought of filling up your retargeting pool.

You'll definitely fill it up but, it's gonna be a lot of garbage.

Just stick with what's proven to work.

Which is, optimizing for purchases for all cold prospecting.

The End.