Maximise ROI with Facebook Video Ads

Maximise ROI with Facebook Video Ads

Do you create Video Ads and worry that you may be wasting advertising budget if users are not clicking through to see your website? Not sure which is the best Facebook Campaign Objective to use when you want social engagement AND website traffic?

We are here to explain the best Facebook Campaign Objective to use, in order to get the users you want, who will view your website, to take action!

Video Ads are fast becoming the best social execution! They can be interactive and cause users to ‘linger longer’ – resulting in higher reach and engagement. Facebook is loving video as it adds to their “Facebook Watch”.

Facebook Watch is a video-on-demand service operated by Facebook. It offers personalised recommendations for videos to watch, as well as categorise content bundles depending on factors such as popularity and social media engagement. Facebook wants both short-form and long-form entertainment on this platform.

Fun fact: if Facebook wants to promote a certain feature, they reward advertisers for making use of that feature by increasing the reach & lowering the cost per click.

We did a test with a client of ours to see which Facebook Campaign Objective would result in the best results. For results, we focus on Return on Investment (ROI) and look at website traffic, goal completions & time spent on the website. Users who spend time on your website & complete goals are the interactive users we want that will most likely result in ROI.

If you include a link to your website in your Video Ad with a particular campaign objective, while the advert is playing, it will pull the website up without the user having to leave Facebook which will increase the odds of the user clicking through to the website as they get a ‘taster’ beforehand.


3 Facebook Campaign Objectives are recommended to allow for this feature, they are:

  • Reach
  • Website Clicks/Traffic
  • Video Views


Our findings were as follows:


Perfect for brand awareness

7x more reach


Website Clicks/Traffic:

Perfect for conversions

22x more website visits than reach

20x conversions than reach 


Video Views:

This objective doesn’t obtain the best results. 

Both in reach & website visits.



One would automatically think that Video Views would be the objective to go for as it will reach people more likely to watch your video, however, we discovered that Website Clicks/Traffic was the objective to be used if the advertiser wants to maximise on ROI.