Website Conversion Facebook Ad Campaign In a Nutshell Aka The Importance Of Seasoning Your Facebook Pixel!What does a successful Facebook Ad Campaign consist of?Entertainment? Information? Engagement? There are no rules but some rules apply and this conflicting statement based on experience proves or explains nothing but sounds interesting so keep on reading and I'll try to demonstrate how to create a replicable results for “any” Facebook Ad campaign, that doesn't leave you empty-handed. (Bellows article doesn't apply if you are Kim Kardashian or having equally strong online presence and offer. However, keep on reading if you are not Kim but your product or service is ok, your branding is not too bad, you have some social proof and you are not a scammer selling pig in a poke as this article will help you run successful high converting Facebook ads campaign increasing your sales) So let's get down to the business First off let's clear the air for newbies and dive in into Facebook Ad Campaign basics for a minute and roughly explain what actually Facebook pixel does and how can we use it to our advantage. Despite of what some might think if you are new to Facebook Ad Campaigns, Pixel doesn't determine someone's action on a website. Pixel tracks the data and based on that data Facebook decides who to show your ads to. If you will not feed your pixel the data “it needs”, be warned! Facebook will take your money and clean your bank account and leave you with no conversions, no question asked. Using pixel is pointless if you won’t give it time to acquire the data. Somewhere on a official Facebook blog they say pixel needs 2 weeks to optimize an ad set and 3 weeks to do it properly, so be patient Funny or not, some people without the knowledge don't know that the PUR ^.^ (purchase conversion) doesn't mean it's going to bring sales. The PUR website conversion is there so that Facebook can optimize it for that action and put the ad in front of people who could potentially make the purchase. “Could” Purchase is a key word here. Because of this misconception a lot of people jumps into creating Facebook Ad Campaign thinking they can just select PUR and that it will increase website conversion and in result generate sales. However, it’s a good way to burn cash quick and get disappointed with NO results. As you know now, without the data pixel cannot optimize. To kick in Facebook ad optimization the algorithm needs minimum of 50 conversions in 7 days conversion window. If you start a Facebook Ad Campaign and decide to use PUR website conversion first and not reach the required 50 conversions, no data will be utilized by the pixel. SO you just wasted time and money and didnt get your pixel seasoned with data. Well done. However, if you know you are going to get over 50 conversions in 7 days there is no harm and good for you but keep in mind pixel is there to determine to whom to show the ad to and not to determine actions that happen on your website. However lets dream for a second and imagine that there is a way to make people purchase on a website. Wouldn't it be wonderful? Just simply pick "PUR" (this function makes people buy) I know, mind control, big brother is watching and new world order is around the corner but I think we are not there yet, on a serious note though. I'm wondering what goes through someone's mind when they think that by simply selecting PUR conversion they think Facebook is going to put it in front of people who are going to buy from their site. That's not how it works. Obviously PUR is there for a reason. Obviously everyone wants to optimize the ad for purchases as thats the end goal for 'most' advertising (monetization) but it's not that easy, and if it would be everyone would be doing it. Ok so now you know. FINALLY the day has come. Now you know what not to do and which way is not they way to do it. What is the better way to generate website conversions in your Facebook Ad Campaign you ask? 😛 (too cheesy?lol) One of the most popular ways to test and get the data is with PPE - Page Post Engagement and once we have some data we can use it to create WC (website conversion) campaign and season our beloved pixel knowing that we are using the 'right' audience. Here is one of the ways, The steps that will give you hope and show you the light at the end of the tunnel: Create multiple ads with PPE and different ad sets with let's say €40/week ad spent just to get the data. Than take the best PPE ad set and create WC with the winning data. The reason for that is simple. The best performing PPE ad set has best potential for bringing right demographic of people interested in whatever you're selling, but also has higher potential to go viral and lower cost per click. So you take the PPE data, best age, best interest or whatever you were split testing and create WC website conversion with these settings. How do you know which is the best performing ad set? CTR (Click Through Rate) could be good indicator. For example, if you have low CTR between 0.5-1% you can kill it as it shows that there is no interest here. However, an average CTR between 1-3% is promising and if you getting high CTR 5%+ you know it’s good one so let it run as there is a lot of interest here and we can use this data to create pre optimized WC campaign. In short, feeding Facebook pixel the right data can potentially result in better performance of your website conversion. Magic 😃 What’s next? Since our newly created campaign is WC website conversion, now we can use the VC (ViewContent) pixel. Since we think we have somewhat right data now it's a good idea to increase the ad spent. If you were running €5 for PPE, now you can easily double it to get your ad in front of more (right) people. Next we let the ad run for a few more days and if you are getting sales let it running. Now, if the price for action stay the same you could kill it but if the price is going down and you are getting some sales let it running. Overall I recommend on spending between 150-200 euro altogether and kill it if you are not over the initial investment, not even 1 euro cash flow positive! You can deactivate the ad as it is not showing the potential. However if after 1-2 weeks time you are cash positive, there is a hope. I know to some, spending a 200 euro seems like a crazy idea however what we can do next with the data we acquired is something you were waiting for your entire digital marketing career. Pure gold. A secret knowledge beyond imagination. (to much sarcasm? ;P smile, don’t hate) What we do now is to create campaign with ATC (Addtocart) website conversion (instead of VC) but keep in mind that the magic number of minimum conversions for the pixel to optimize is minimum 50 a week and that applies to VC as well. So stay focused and don't miss that as it's the key factor for you to moving forward and optimize your pixel even further. Eventually you will get to PUR website conversion however along the way pixel will be acquiring new data and optimize your pixel to show your ad to more relevant people and hopefully lowering the price. People often ask when is the perfect time to change the conversion method. When you reach 50 / 100 or X etc conversions? The GURUS might tell you what worked for them but keep in mind there is no magic number and it's all based on your data. The perfect time to switch to PUR or even ATC for that matter is when you start making profits! You should change to ATC or PUR based on money and the stats. NOT NUMBERS.
This is really a simplified version of what you could potentially do with website conversion or what can potentially happen to your Facebook ad campaign. There are many other ways of running website conversions campaign on Facebook and only testing will prove you what actually works for you. All in all I hope you learned something new and keep in mind, feed your pixel data, season it and you'll see your Facebook ad campaign more successful than ever. Remember, be patient, Facebook website conversion ads need time to optimize and your pixel needs data. Actually with digital advertising don’t count on luck, test, analyze, optimize.
Sincerely your one and only Martin Green
2 Comments
Enda O’Connor
3/7/2018 06:10:21 am
Well done!
Reply
Celine
3/8/2018 03:21:13 am
Great read Martin 👍🏻
Reply
Leave a Reply. |
Categories
All
celine
|