Should you use ads optimized for Clicks or Conversions in your retargeting campaigns?
A lot of people are using this the wrong way, let me try to explain why.
Ads optimized for Clicks are for your ads that you show to people that have not yet interacted with you or your website/business. Let's call them 'cold audience'.
Ads optimized for Conversions are for people that have already visited your website and have interacted with you in some way. Let's call these 'warm audience'. These are used for Retargeting campaigns (custom audiences).
So here's why these need to be used as described:
When you're marketing to a cold audience, Facebook basically tries to find people that are interested in something you offer and tries to get them to click, this is it's main goal. If you would use this in your retargeting campaign, Facebook will just show your ad to everyone that interacted with you in any way.
This is a different goal than trying to get them to purchase.
For purchases, you need to drive warm audiences through conversion campaigns because Facebook will show this ad in the following rule:
It will show it to people that are both in your custom audience AND are likely to buy.
It determines how much are they likely to buy using it's ever-expanding algorithm. Facebook basically segments your custom audience and markets to people that are more likely to purchase for you.
Hope this helps you get the most out of your 'warm audience' :)
