Ads Optimization for Quality Traffic

Last week, I ran a test to compare the costs associated with driving quality traffic to a blog post based on different optimization:

1. Link Clicks
2. Landing Page Views
3. Quality Visitor Custom Event

The Quality Visitor event fires when someone stays on a page for at least 2 minutes and scrolls at least 70% down the page.

While optimization for Quality Visitor was clearly the most effective, some suggested that I should have only used the highest-performing placements.

So, I ran a second test. Everything was the same, but this time I only used News Feed.

While CTR dropped and both CPM and CPC went up as expected, the same optimization came out on top. While the gap closed some, it still wasn’t close.