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Traffic ads are very straightforward and should be part of most company’s social media strategy. Their entire raison d’être is to bring people to your website. Generally speaking, when running a traffic ad you can expect your cost per click and click through rate to be better when you are promoting content rather than simply advertising your company. For example if you drive people to a blog post on your website, or an interesting resource, that will generally give you a lower cost per click then if you were just to say buy from my company or learn more about us. Traffic ads are generally the most widely available objective on all platforms.