Understanding the nuances between different campaign objectives is crucial to run successful advertising campaigns.
In this quick guide, I’ll dive into the key differences between Maximize Conversions and Maximize Clicks. Which campaign objective should you choose – and when?
Fortunately, there are some clear rules or principles to remember, that apply to most channels (Meta, Google, TikTok, Twitter, etc.)…
1. Maximize Clicks:
Maximize Clicks is a recommended strategy for businesses aiming to boost website traffic efficiently. By selecting this objective, advertisers set a maximum bid amount, ensuring they receive the maximum number of clicks within their specified budget.
Example: Imagine you’ve opened a new health/fitness studio seeking to increase website visits to showcase your new fresh studio. Choosing Maximize Clicks would help you generate the highest possible click-through rate, driving potential customers to explore your offerings and become aware.
When to Use Maximize Clicks:
- Ideal for new campaigns to gauge audience and/or creative performance and discover general traffic quality.
- Effective after campaigns have been paused for 30 days or longer, serving as a restart strategy to boost your data.
The general rule of thumb to remember is this: If you haven’t run ads for a while (or forever), or you’ve had little traffic to your website lately, you should first focus on maximizing clicks to collect data faster.
2. Maximize Conversions:
Maximize Conversions, on the other hand, aims to achieve the highest volume of conversions within your specified budget. This strategy utilizes historical conversion data, focusing on attracting users who resemble (or look like) those who have previously converted on your website.
For this to work efficiently, you need a lot of data.
Example: Consider you are a yoga studio aiming to increase new memberships. Opting for Maximize Conversions would prioritize reaching users more likely to make a purchase based on their similarity to your existing customer base.
You will get less traffic and not build as much long-term brand awareness as the other campaign objectives, but you will get conversions at a good cost – until ad fatigue or other external factors kick in.
When to Use Maximize Conversions:
- Best suited for businesses prioritizing increased conversion volume, and you should already be generating a good amount of conversions.
- Requires a flexible budget and a healthy amount of previous conversions for optimal machine learning optimization. You should have a minimum spend of $50/day and ideally up to $100/day.
Key Things To Remember:
- Goal Orientation:
- Maximize Clicks: Drive the highest number of clicks within your budget.
- Maximize Conversions: Achieve the maximum number of conversions, potentially sacrificing click volume.
- Budget Consideration:
- Maximize Clicks: Ensures maximum click traffic, irrespective of conversion cost. Everything from $5 to $100 and $1000 per day is ok here.
- Maximize Conversions: Prioritizes conversions but may lead to a higher cost per click; budget flexibility is essential. You should have the flexibility to spend anywhere from < min. $50 to $150 and more per day.
- Strategy Evolution:
- Start with Maximize Clicks for new campaigns or after a longer pause with not running any ads.
- Transition to Maximize Conversions once sufficient conversion data is available, optimizing for better results. Use this when you want to scale more aggressively.
(P.S.: One unique advantage of using Adline is the ability to apply a single campaign objective seamlessly across both Meta (FB & IG) and Google Ads within a single multichannel campaign.
This integrated approach simplifies your advertising efforts and ensures a consistent strategy across platforms, PLUS Adline’s algorithms are able to do budget optimization across channels with 1 focused campaign goal.
