23 Oct Optimising Facebook Advertising Conversion Campaigns to Get Results for your business
You will have to excuse me for this blog while I start to get a little bit technical with you. But you see, it’s with good intentions that I try to educate you around exactly what is needed to make sure your Facebook Advertising is performing as well as it can.
There are many facets to a successful Facebook Advertising campaign, but there is one thing that Facebook loves (aside from your money 😉 ) – it’s data.
They are like data addicts at Facebook and their machines are constantly crunching numbers, behaviours, interests and actions to find the most relevant content it can show to its user base. So if you were going to a dinner party with Facebook and you wanted to bring a gift to impress, a big old bunch of data wrapped in a neat bow would impress the socks off them and put you in a good position to have a stable and well performing Facebook Ads campaign.
NB: I’ve put a glossary of terms at the end of this article to help clarify any Facebook vernacular I may have confused you with.
What kind of data?
With Facebook’s craving for data, what data do they exactly need?
Finally, Facebook has given a clear indication on what data is required to properly optimise conversion campaigns to get you the best price possible for each of you conversion events.
Your ad set needs to be getting about 50 of the conversions it's optimized for per week to have a chance at success.
Note: 50 is a rough baseline minimum. More than 50 is ideal. This is directly from Facebook’s support articles outlined here.
So if you need at least 50 conversion events each week, that means you need approximately 7-10 per day to give Facebook enough data to go on.
For some advertisers, this may seem like a lot of data!
But because Conversions are rarer and more valuable events than say impressions, clicks, views or reactions; Facebook can’t optimise without a statistically-significant number of conversions.
What if I don’t meet the amount of Facebook conversion events happening on my site?
This is a really common problem for smaller advertisers that don’t have the scale of their larger counterparts.
Target further up the funnel
Conversions events include any event that is triggered in the lead up to the final purchase. So you may need to optimise for an event that is closer to the beginning of the process and therefore costs less to occur and is likely to occur more commonly than the final purchasing event.
For e-commerce stores, for instance, you can optimise for the ‘view content’ event or the ‘add to cart’ event.
Once a customer activates those events, you can then retarget those visitors that didn’t complete a final purchase, with an ad targeted at the purchase conversion event. Because the user is closer to the point of purchase, Facebook knows your ad is more relevant to them and the cost per purchase will be lower because of this. This tactic takes longer to get someone to the purchase conversion, but It allows you to manage your budget more effectively if you can’t afford the initial cost per purchase event up front.
If you don’t have the budget or the amount of conversions required, you may need to change your campaign objective to optimise for one of the other options such as website clicks or engagement.
Optimise for clicks first
Facebook recently introduced the option to initially optimise the same adset for clicks to drive enough traffic and give Facebook enough data, once they have that they will then switch the optimisation to conversions for you.
You can set this at the adset level and you have two options when choosing to optimise for clicks first.
Use a combination of link clicks and conversions for a short learning phase, then optimise for conversions. Less budget will be used for link clicks and the full budget may not be spent.
This is ideal when you’re confident you will be able to get enough conversion events required to allow Facebook to optimise properly.
Optimise for link clicks until the ad set gets sufficient data about who is likely to convert, then use conversions. More budget can be used for link clicks and the full budget may be spent.
This option is ideal if you’re not confident you will be able to get enough conversion events required and need Facebook to continuously learn and optimise for you until they have enough data to switch to the conversion optimisation.
How is it measured?
Facebook measure these conversion events within the Conversion Window you set in your adset settings.
They contain a time-frame and an action, for instance, 7-Days after clicking window would refer to people that convert after clicking an advertisement within 7 days after performing that action.
This then allows you to re-target people that may not have converted after clicking through to your site from an advertisement while still converting them within that window.
Choosing the conversion window is important because the weekly conversion events Facebook needs to optimise for are only counted if they occur during the window you set in your adset.
The options for your conversion window are:
- 1-day after clicking
- 7-days after clicking
- 1-day after clicking or viewing
- 7-days after clicking or 1-day after viewing
The most common option for conversion windows is the 7-Days after clicking option. This then allows you the greatest amount of time to convert someone within that window and for it to be counted towards your weekly tally of conversion events that Facebook needs.
Glossary Of Terms
Standard and advanced events that Facebook Measures along the path and including, the final conversion event. For example, a customer purchasing through an e-commerce store will most likely trigger the View Content > Add To Cart > Initiate Checkout > Purchase events.
1 of the 10 campaign objectives you can optimise for. You choose which Conversion Event (see above) to optimise for at the Adset level.
Windows during which the conversion events are measured within. They contain a time-frame and an action, for instance, 7-Days after clicking window would refer to people that convert after clicking an advertisement within 7 days after performing that action.
The area in an advertising campaign that you control who and how you are targeting your advertisements towards. In this area, you may control:
- Conversion events
- Target audience demographics and specific detailed targeting options
- Custom Audience options
- Ad placement
- Bidding and optimisation options
- Conversion windows
Subscribe to be notified about our latest Facebook Advertising blog posts just like this
An upcoming training session to show how businesses can capitalise on the Xmas rush with the use of Facebook Messenger Chatbots.
Find out how to increase customer loyalty by delivering loyalty programs with Facebook Messenger Bots. Fully automated. Simple to implement.
In this article, we outline how we created the Facebook Advertising strategy for Melbourne Vegan Tours.
How can you use Messenger Bots to drive members at Gyms & Fitness centres? Find out more in this article I contributed to
Building a business on Facebook, can it (still) be done? We're going to put it to the test in a new series launching a brand new business
Here are some Facebook Messenger Bot Examples that you can use in your business and various industries. We regularly add to this list with new ideas
What is the ideal audience size for Facebook Ads
What do the Queer Eye Fab 5 have to do with Facebook Advertising? We’ll show you!
Facebook has again made a suite of changes to their platform with new features
Facebook now lets everyone see every active Facebook ad a page is using, regardless is you’re in their audience or not
Facebook Ad benchmarks and metrics that you should be paying attention to for successful campaigns
How to secure your first Facebook Ads client and grow your Facebook Advertising business
We’ve compiled this handy resource guide that presents the information we’ve compiled about the GDPR and how it affects businesses that market online, particularly on Facebook.
Catch up on the latest Facebook Advertising Updates for March 2018, including the latest on Facebook's Privacy breaches that affect Facebook Advertisers
These funnel templates are a great start and they’re ideal if you just don’t know how to lay out a system that allows you to be in front of the right people.
These are my Facebook Advertising Predictions for 2018. There are three key areas I can see Facebook focusing more on into 2018 and beyond.
This article covers some of the major Facebook Advertising changes that have impacted advertisers in 2017
The past month has been a big month of updates for Facebook Advertising Updates towards the end of 2017
In this article, I break down how I name Facebook Ads and arrange all levels of a campaign so I can easily keep track of their results.
In this article, I’m going to cover how you can speed up the impact with Facebook Advertising campaigns to start getting a return faster.
I review Nourished Life's Facebook tactics and how they went from humble online store to $20 Million in sales in 4 years.
Explore the latest Facebook Advertising Updates to stay on top of changes that affect you as an advertiser.
A list of key Facebook Advertising resources we use to help manage and succeed at Facebook Advertising each day.
How to optimise your Facebook® campaigns properly with the right data, the right information and tools you need to get results
Facebook Advertising Case Study, how we delivered a 2x return on ad spend and a 20% uplift in clients for a local yoga studio.
Find out how to customise Facebook Ads Reporting and filter the columns so you can determine the numbers that matter.
I believe that you always need to keep learning so I’ve listed my most popular resources and blogs that we learnt from when I first started, and continue to learn from today.
Creating a Facebook Advertising Funnel helps move customers from a cold audience towards the point that they’re ready to purchase.
Facebook now offers a Store Visits objective allowing physical based businesses to target people that are most likely to visit your store
Discover how to find the right audiences to target your Facebook Advertising campaigns so they are most likely to convert
How to take the social proof on your Facebook posts - the likes, comments and shares; and make sure you optimise them in your ads strategy.
Facebook Analytics is a new feature for businesses to get more analysis of not just their ad performance but of ALL your website visitors.
How do you determine how much you need to spend on Facebook Advertising and how much they cost so you can budget for your Facebook Advertising Campaign
At this upcoming event, we’ll take you through the steps we take with clients for Facebook Advertising and how you can make the most from Facebook Live.
I was recently interview on the Vegan Business Media podcast about all things Facebook Advertising and Facebook Marketing
We cover how you can generate business and drive a closer relationship with your customers using Facebook Messenger and automated messages.
Facebook Collections is an ad unit that features products below the image or video. In this article, we show you how to set up Facebook Collection Ads
Have you wondered how you can utilise Facebook Offers? In this article, we cover the steps on how to setup a Facebook Offer.
It’s easy to quickly run up a hefty Facebook Ads bill, follow our in-depth steps to setting up Facebook Ads that are successful
You’ve decided to go live on Facebook, but what do I talk about? Here are some Facebook Live Ideas you can use in your own business.
How to create social media content for businesses that are in ‘boring’ industries. Because not everyone has an exciting product to promote.
We answer the question of all people that are skeptical of Facebook Ads and how they can give their campaigns the best chance to be successful
Find out if this is the right webinar for you and how it can impact your business. Finding Social Media Content
Don't Risk The Success Of Your Social Media. Consistently find content that gets a response from your customers and produces results for your business! Join the free webinar now to find out how
What if you could use your resources and talents more effectively to get the MOST out of a single piece of content?
Do you know where to look for new posts to publish on social media? In this blog post we outline 6 areas we always look to provide fresh content.
There are reasons and then there is the reality. I'm here to help provide solutions for road blocks you have when finding content for social media
The sweet spot for Facebook advertising is when you can re-target your custom audiences to starting seeing some amazing results from your Facebook advertising.
This article will help you find the right social media agency for your business so you can get results from a knowledgeable expert.
Check out our list 13 Free Facebook Resources you might not have got around to checking out yet and could have a BIG impact on your business
You only have to look at the current stats and usage of Messenger to see that it’s making a big impact in how people are communicating. Find out more.
Choosing the right objective for Facebook Advertising has the potential to make or break your campaign. Make sure you’re not wasting money by choosing the one that is right for you.
Introducing our brand new online training course how to manage your Social Media in 20 minutes each day
Facebook Groups could be solution that could be right for your small business is to create deeper engagement with your customers
We profile Co-Schedule, a Social Media management tool that helped cut the time it took to manage social media in half
It’s a proven fact that Pinterest is one of the best platforms when it comes to converting your fans from just browsers to paying customers.
Whether it be a brand new or just expanding on your current channels, starting social media on a new platform is a critical decision. Take these steps to ensure your success
Facebook Canvas Ads provide an immersive experience to allow companies to showcase their products and tell their stories all in the one area. Find out more.
Facebook Lead Ads can provide a seamless method to gather qualified contacts and leads for your business. Find out more.
The key to your Facebook Advertising strategy is simple, easy to implement and once it's done it will completely change how you look at Facebook Advertising
What goals have you set for your Social Media Strategy in 2016? Perhaps venturing in to a new Social Media channel might be one. The question is, which one?
How to successfully use questionnaires in your business. Steps to design, capture and use valuable marketing insights for your marketing strategy
How many times have you seen offers on Facebook telling fans to share a post to win a weekend away? Or tag your best mate to win a prize pack? Chances are you’ve seen them and have been tempted to a) Enter it, or b) post a similar one to your business page.
The biggest opportunity that Facebook provides to marketers as it grows is the ability to tap in to the detailed data they have on it’s user base.
We’ve all seen the big blue tick on celebrities or major brands pages and wonder, how can we too get one? We’ve got some good news. Every small business page out there can get themselves a tick of verification.
Christmas day can get hectic. So the last thing you want to do is be rushing around last minute trying to plan content for your social media channels. Be on the front foot with these tips.
Picture this: You go and browse a gift for Christmas and then WHAM! it’s sitting in your newsfeed offering you an incentive to come back and purchase.
Got some down time over the holiday period? Why not kick back with an insightful tome to get you excited and ready to attack 2016! Here are 8 suggestions of books we’ve read, recommend and think every Social Media Marketer (that’s you) should read.
If you’re a small business and also a mad superhero when it comes to doing everything for it, chances are you’re in need of a break when it comes to the Christmas and New Year break.
Engaging with your fans and running competitions on social networks is becoming easier than ever. With both Twitter and Instagram now allowing access to chat back and forth with fans via private message means that not only can you swap information about the competition details, it means you’re allowed a more intimate chat with your customers.
Facebook verification is now open to all business pages with a physical location. Find out how to do it in 3 simple steps with this live screencast
Taking the time to focus on social media scheduling means you will save time, be able to promote your business to a wider audience & gain new followers. See our tips for why scheduling can be a game changer for your business.
Periscope is the new social media channel currently taking the internet by storm and has a number of benefits for small businesses.
It’s had a complete overhaul. With extreme competition from Facebook and Twitter, the grand plans for Google+ never really worked out they way they would have hoped - but that’s not to say you should be giving up on Google forever.
We’re constantly getting asked what is the best way to manage an Instagram presence with a limited amount of time. We’ve tested most tools for Instagram and compiled them in to an easy to read summary and analysis.