Traffic
Playbook
www.meta.com/business
How to use
this playbook
Use this step-by-step guide when you go to
create a new traffic campaign in Ads
Manager.
Meta best practices are indicated in the
playbook with the icon below.
Must-have recommendation
Meta highly recommends you follow this
best practice to set up the strongest
possible traffic campaign.
www.meta.com/business
Getting started 3
Getting started
Step 1: Create a new campaign
Go to Ads Manager and select +Create
For your campaign objective, select
Traffic. Click continue.
Choose a Campaign Objective
Awareness Consideration Conversion
Traffic
Engagement
App installs
Campaign level recommendations 4
Campaign level
recommendations
Campaign level
Ad set level
Ad level
Campaign level recommendations 5
Step 2: Campaign name, special ad
categories, and campaign details Campaign name
New Traffic Campaign
Give your campaign a name and select a
special ad category if you have one Special Ad Categories
Keep the Buying type set to Auction No categories declared
Keep the campaign objective set to
Traffic. Campaign details
Buying type
Auction
Campaign objective
Traffic
Step 3: Advantage campaign budget
Turn on Advantage campaign budget.
Advantage campaign budget works best Advantage Campaign Budget On
when accounts are set up optimally, so if
you choose this option, make sure you Campaign Budget
avoid ad set overlap Daily Budget
When setting your budget, make sure you
Campaign bid strategy
allocate enough for your ad to perform its Highest Volume
best in the ad auction. During your ad’s
lifetime, it will be served up against other
ads trying to reach the same audience.
You can help your ad be more competitive
in our ad auction by giving it sufficient
budget and time to run. Doing so can help
our ad delivery system show your ad to
different kinds of people in your audience
and learn who is more likely to take the
action you want
Choose highest volume for your
campaign bid strategy. The highest
volume bid strategy maximizes the results
you can get from your budget, so Meta
recommends this option when you set up
a traffic campaign. Learn more about
choosing a bid strategy.
Ad set level recommendations 6
Ad set level
recommendations
Campaign level
Ad set level
Ad level
Ad set level recommendations 7
Step 4: Choose where you want to
send traffic
Select Website when you want the Traffic
campaign to drive people to a section of Website
your website, like your homepage, a App
product page, or anywhere people can Messenger
learn about your business. WhatsApp
Select Messenger or WhatsApp if you Calls
want more people to start
conversations with your business.
Select Calls if you want people to call
you directly on the phone
Select App if you want to send people
to your app.
Step 5: Optimization and delivery
If you don’t have the Meta Pixel set up,
set your optimization for ad delivery to Optimization for ad delivery
link clicks Link clicks
If you do have the Pixel, you can
Landing Page Views
optimize for landing page views.
However, if your Pixel doesn’t fire Link clicks
often, use link clicks instead. Impressions
Daily unique reach
Step 6: Budget and schedule
udget & schedule
Choose a start and end date for your ad. B
Meta recommends running campaigns for B udget
a minimum of 7 days, but running your D aily Budget
campaign for longer than the minimum S tart date
can result in greater cost efficiency. F eb 24, 2022 1:54 P M
a ii i e
P c f c T m
End · Optional
Ad set level recommendations 8
Step 7: Audience
Try to keep your audience size broad so
the delivery system can find the best Audience definition
people to show your ad to. Check
Audience definition to see your estimated Your audience selection is fairly broad.
audience size
Over 2 million is a broad enough Specific Broad
audience size to aim for, but depending
on the nature of your business, you Estimated audience size: 2,900,000 - 3,500,000
may want a smaller audience size. For
example, if you are a local business in a
small community who does not ship
outside of your location, you may want
a smaller audience.
Consider a Custom Audience to reach
people who have already expressed
interest in your business. Learn more
about Custom Audiences. You can also
create a lookalike audience based on your
Custom Audience to find more people
similar to your best customers
Ensure Advantage detailed targeting is
on.
Step 8: Placements
Select Advantage+ placements.
Advantage+ placements maximize your
budget and help show your ads to more
people. The delivery system will allocate Advantage+ Placements
your ad set's budget across placements Advantage+ Placements (recommended)
based on where they're likely to perform
best.
If you don’t select Advantage+
placements, Meta recommends you use at
least 6 placements.
Ad level recommendations 9
Ad level
recommendations
Campaign level
Ad set level
Ad level
Ad level recommendations 10
Step 9: Ad name and identity
Name your ad Ad name
Choose your Facebook Page and New Traffic Ad
Instagram account if you have one.
Identity
Facebook Page
Your Page
Instagram account
Use selected Page or Connect account
Step 10: Ad set up and creative
Choose your desired ad format.
Ad setup
Select your desired media.
Format
Videos are recommended because they
Single image or video
are more eye-catching and make your
Carousel
ad more engaging. If you don’t have a
video, try creating one using your Media
existing images by selecting Create Select images Select videos Create Video
Video under Media
Turn ‘Preview on’ to see what your ad
looks like so far. You can see what it will
look like in different placements like
Feeds, Stories and Reels.
Ad level recommendations 11
Step 11: Ad text, destination, and call
to action
Primary text
Primary text and headline: Keep your text Tell people what your ad is about
short so it doesn’t get cut off. Make sure
Headline · Optional
to highlight the value of whatever you’re
Write a short headline
offering to the audience. Adding
description text is optional, but if you do, Website URL
keep it short and to the point Call to Action
Website URL: Choose the exact location Learn more
on your website that you want people to
visit when they click your ad. Check to
make sure the URL is correct and working,
and that it’s easy for your visitors to take
action once they get to your page
If your destination is Messenger, set up
your Messaging Template. Choose Start
Conversations to customize what
message people will see when they click
on your ad, or Generate Leads to collect
information from people so you can follow
up with them later
If your destination is a phone call, input
your phone number
Call to Action: Choose a call to action that
matches the action you want your
audience to take.
Congratulations!
You’re ready
to hit publish.
Short on time? Make sure you complete these steps before launching your campaign:
Turn on Advantage campaign budget
Turn Advantage+ placements on
Set optimization for ad delivery to link clicks
Set campaign bid strategy to highest volume
Turn Advantage+ creative on
Still have questions?
Visit www.meta.com/business for education and resources to
help you meet your advertising goals.
www.meta.com/business
