If you want to drive quality traffic with Facebook ads, do this instead…
Create a custom event that fires when something happens that signifies a quality website visit. Then use it to measure your results. You may be surprised by what you see.
When optimizing for a link click or landing page view when driving traffic to a blog post with Facebook ads, you will get a good CTR. You will get a low Facebook reports on CPC (All) and CPC (Link Click). The first refers to all clicks and the second on all internal and outbound links. More. But the quality of those clicks is likely to be garbage.
How do you know? That Quality Visitor custom event. In my test, a Quality Visitor was someone who spent two minutes on a page and scrolled at least 70%. It cost over $50 to get a quality visitor by optimizing for The link click metric measures all clicks on links that drive users to properties on and off of Facebook. More and over $13 when optimizing for Landing Page View is a Facebook ads metric that represents when people land on your destination URL after clicking a link in your ad. More.
But when optimizing for that Quality Visitor custom event, it costs me around $1. It may result in fewer clicks and a higher CPC, but the clicks are much more likely to be quality.
Quality visitors are much more likely to do quality things that you want them to do down the funnel.