Facebook Advertising: Clicks to Website vs. Page Post Engagement

Maybe it’s just me, but sometimes I find myself torn between choosing the Website Clicks or Post Engagement Facebook ad objectives. Even though Facebook clearly spells out which one you should use for different advertising situations, I think that there is a grey area not covered.

Which objective is right for your Facebook advertising campaign? Let’s do a little more digging to find out…

Post Engagement Facebook Ads

According to Facebook, Page Post Engagement objectives are meant to reach more people when you boost a post. Engagements on a post include Likes on your post or page, post clicks, comments, and shares. When determining overall engagement rate, you combine all points of engagement and divide by the total reach of the post. These ads can be in the form of photos, videos or text.

Facebook Advertising: Page Post Engagement
Post Engagement Ads using a Photo should be high quality and measure 1,200 x 900 pixels for a news feed image. Remember also; the graphic must be within the 20% text rule. Facebook provides this helpful grid tool to make sure your ads are within the guidelines.

Video Post Engagement Ads (different from Video Views objective) engage your audience with a video spot for up to 40 minutes (which I don’t recommend using the full time). The objective allows for 90 characters of text (body) and 25 characters in the headline. Although Video Post Engagement and Video View objectives may seem similar, I would recommend using the Video View option to get the most for your money. It will be better at measuring views and it includes a call to action button.

Text Page Post Engagement is simply boosted text. Facebook gives a maximum of 500 characters. What’s recommended for running an ad like this is to keep it to 150 characters or less for a clear and concise message. An example of a Text Page Post Engagement could be an endearing thought from your brand or a thank you note. In other words, stick to this objective when you want your audience to focus on your words at not a photo.

Clicks to Website Facebook Ads

Next up are the Website Click Ads. This objective is meant to send people to certain pages on your website. This could be a sign-up sheet, restaurant menu or really anything lead generation specific. Facebook recommends an image size of 1,200 x 628 pixels with 90 characters of text (body), 25 character headline, and 30 character link description.

More importantly, Clicks to Website Facebook Ads are meant to evoke your audience to take an action. The call to action options within this objective include:

  • Shop Now
  • Book Now
  • Learn More
  • Sign Up
  • Download

Facebook Ads: Website Clicks Ad
Recently, Facebook ads also rolled out the Clicks To Website: Multi Product option which allows you to showcase 3-5 images and links within a single ad to direct your audience to specific pages on your website. This option works best for those working with an e-commerce website.

NOTE: Clicks To Website are Dark Posts that appear nowhere on your page; unlike Page Post Engagement Ads that are posted to your Facebook page.

So which one should you choose?

When it comes to choosing which objective you should use, my major piece of advice is to hone in on what action you really want people to take when viewing your ad.

Clicking To Your Website

We would like to expect that everyone seeing a Page Post Engagement Ad would click on the link within the text, but most of the time, that isn’t the case. If your number one goal is to have people click on a link within your ad, I would strongly suggest going the Website Clicks route. This objective ensures that any action taken on the ad will track back to the link you provide. More importantly, the call to action button is the make or break feature with this objective. Here are a few examples when this ad would be best:

  • Working with an e-commerce website and promoting products on your website
  • Promoting booking reservations for a restaurant or similar establishment
  • Increasing clicks to a blog post or similar content
  • Encourage email sign-up
  • Increase e-book downloads

Use the Google URL Builder for website click Facebook ads.

Encouraging Post Engagement

When it comes down to choosing between Website Clicks and Page Post Engagement, it’s best to choose the Post Engagement engagement when you want the maximum reach and amount of engagement on a post. These ads are also ideal for getting the most shares on a post. I think using this type of objective for advertising an event works the best. Here are a few more situations in which Post Engagement Ads are the way to go:

  • Advertising a sale or special discount
  • Announcing a grand opening
  • Political campaigns
  • Special brand announcements

Use the Facebook Ads Manager as opposed to simply boosting a post.

How can we help you manage your Facebook ads?

And there’s my side to the story and I help clients drive website clicks and post engagement on a daily basis! What advice do you have for choosing between Clicks to Website and Page Post Engagement ads?

If your interested in running Facebook Ads to increase your brand awareness, increase sales or generate leads, click on the button below to set up a free Facebook Ads consultation with our expert team of social media gurus.

Click here for a free Facebook ads consultation!

Twitter Advertising Guide Part 2: Website Clicks or Conversions

In Part 1 of my Twitter Advertising Guide I discussed the how-tos for creating a Follower Acquisition Campaign and a Tweet Engagement Campaign. In this sequel, I will be covering the coveted Website Clicks or Conversions objective within Twitter Ads campaign tool. In other words, how to use Twitter Ads to drive targeted traffic to your website and increase website conversions.

Getting Started

A Twitter Website Clicks or Conversions objective is geared toward connecting users with your website and driving traffic. Within the advertising campaign tool, you are given the options to create a Website Card, create a simple Promoted-Only Tweet or simply choose an existing Tweet. The choice is up to you, but keep the following in mind when choosing:

  • Website Card: Add extra content that enhances your Tweet. It’s made up of an image, button and link. Cards improve campaign performance, because each element helps link to your website. Website cards also give you the option to choose a call to action (CTA). Those CTAs include: Read More, Shop Now, View Now, Visit Now, Book Now, Learn More, Play Now, Bet Now, Donate, Apply Here, Quote Here, Order Now and Book Tickets.
  • Promoted-Only Tweet: These tweets will not show up on your public timeline and will NOT post to your followers, unless of course if you target them.
  • Existing Tweet: This campaign style allows you to select a tweet from your timeline to promote.
StrataBlue Twitter Ads

Start here to create your Twitter Promoted Tweets within the ad campaign management tool.

TIP: When creating your tweets from scratch, I recommend choosing at least three different tweets. Even a combination of Website Cards, Promoted-Only and Existing Tweets works well to diversify for more effective results. I also suggest using different photos to go along with 3 Website Cards for the campaign.

Finally, the most important thing to remember when creating a Website Click or Conversions campaign is to include the URL to which you would like to drive traffic. Without this URL you will not see any performance.


After you have completed the content for your Tweet(s), you can now select how you want to target your ad. Choose from the following criteria:

  • Location: Here you can enter countries, states/regions, metro areas or postal codes.
  • Gender: Obvious.
  • Languages: Select a language to target.
  • Devices and Platforms: Choose from several different digital platforms and devices on which you would like your tweet(s) to appear.

Additional targeting criteria options include:

  • Interests: Choose from interest categories that are similar to those of your target audience.
  • Keywords: Reach people that might be associated with similar keywords related to your promoted tweet.
  • Followers: Select specific Twitter accounts with followers that would have similar interests to your target audience.
  • Television: Target people who follow specific TV shows. This is great for tweeting during TV show finales, premieres, award shows, sports games and more.
  • Tailored Audiences: For this, you will need to use a third-party system through which you can upload lists or use code to collect information about your website visitors. More information is below.

The last part in targeting is to choose whether or not you would like the Promoted Tweet to appear on the Users’ timeline on their homepage.

More on Tailored Audiences

Tailored audiences uses three data types to create audience targets: Twitter IDs, email addresses or other customer data, and website cookie IDs. Here is more of what those entail:

  • Twitter IDs: Compile custom groups of Twitter users.
  • Email Addresses: Reach customers who have given your their contact information via email service providers like MailChimp or CRM software such as Salesforce
  • Cookie IDs: Target users who have visited your website. You must first place a tag on your site and work through a third-party ad partner to use this type. This tag will allow you to remarket to Twitter users.

Following is a list of the third-party services and ad partners currently associated with each information category above:

  • Twitter IDs Ad Service Options: AdParlor, Brand Networks, SHIFT, SocialCode, and Unified.
  • Email Address & CRM Partners: Acxiom, AdParlor, Brand Networks, Datalogix, Epsilon, ExactTarget, LiveRamp, MailChimp, Merkle, Salesforce, SHIFT, SocialCode, and Unified. Note that by connecting to their Twitter account, MailChimp users can upload their lists directly, bypassing the need for third-party ad partner intervention.
  • Cookie IDs Ad Service Options: Adara, AdRoll, BlueKai, Chango, Conversant, DataXu, Dstillery, Lotame, MediaMath, Perfect Audience, and Quantcast.

TIP: Of the list of Cookie ID remarketing ad partners, our preferred vendor is AdRoll. In our experience, only AdRoll currently offers pricing suited to small businesses.


Website Cards are priced at a cost per click (CPC) method. This means that you will only play if someone clicks over to your website.

Twitter asks you to set a daily and total budget per campaign. So the good news here is that Twitter will never charge you more than what you want to pay. Suggestions from Twitter will also be given as you set budgets for your campaigns. This offers a user-friendly way of creating ads.


Select your daily maximum, maximum CPC and total budget.

Measuring Campaigns

On the Twitter Advertising Campaign Dashboard you will easily find and be able to track progress for your campaigns. Frequently check this page in order to optimize your ads. For example, should you be switch up or adjust your targeting or re-evaluate your under-performing ads’ creative.

One downfall is that Twitter can very easily exhaust your campaigns before their due date of running. This means you might need to raise your overall budget or lower your daily budget.

Here are some great Website Clicks or Conversions Campaigns you should check out:

twitter card

Domino’s using Twitter Advertising for online ordering.


Buca di Beppos using Twitter Advertising for reservations.


Vevo using Twitter Advertising to promote video views.

tiwtter blog

Target using Twitter Advertising to entice audiences to shop.

With recent improvements to the campaign manager functionality, Twitter Ads are continuing to provide businesses with an effective online tool to reach their online marketing goals. Whether a brand’s goal is to grow its digital footprint, increase audience engagement or drive traffic and website conversions, running social media ad campaigns on Twitter should be part of any business’ digital marketing strategy.

Interested in seeing what Twitter Advertising can do for your business or product? Get in touch with one of StrataBlue’s digital-media marketing specialists today!