When you run Facebook ads, the first thing you always do is to choose your objective, based on a certain goal you want to achieve. Luckily, there are a lot of them. However, each one serves a different purpose and sometimes it can get confusing when it comes to using the right one.
In this article, you will get a better understanding of which objectives you need to pay close attention to and the ones that are the biggest revenue-generators for E-commerce businesses. By the end of this article, you will also learn how to show your ads to the people who are most likely to take the desired action, which is, of course, to purchase your products.
Before we dive into it, the first thing we need to do is to understand exactly what a Facebook objective is. Facebook objective is the goal that you want to accomplish through a specific campaign. It also helps Facebook to optimize your ads for the results you want to see. Based on the objective you select, you can achieve different outcomes such as generate sales, drive website traffic, get product views, increase your email sign-ups, increase video views, get Facebook page likes, etc.
From all of the objectives, there is one that is like “the holy grail” of Facebook marketing. This objective is the Conversions objective.
The reason E-commerce brands use it in 80 to 90% of the time is because conversions are the most desirable outcome for any business. Conversions objective is used to get people to take a specific action on your website, such as a sale, purchase, adding items to cart, or downloading your mobile app. It also works really well with the Facebook pixel on your website, so you can reach site visitors who are most likely to take your desired action – and keep track of how many people actually convert. It is important that when using conversions objective, it has enough data in place to be able to optimize itself and generate the results you want.
Conversions objective works best when:
- The audience is high-funnel – optimizing towards providing information, instead of purchasing
- The audience is high-funnel but the product or service requires little consideration (For instance, targeting Lookalike audiences, who have similar interests to your existing customers)
- There is Retargeting in place – the audience is low-funnel, already familiar with your brand, and ready to convert
Once you have chosen the objective and launched the campaign, in the first few days the ad gets into a learning phase and Facebook starts showing your ad to people it knows have historically converted on similar ads and engaged with similar brands in the past. Then, as it runs, it starts seeing who is converting specifically on your ads and it continues showing it to people very similar to those people who have already purchased from you.
However, there is a caveat when using the Conversions objective. In order for it to improve and start generating results, Facebook needs at least 50 conversions per week. So, if you have a low budget and you are not getting that many conversions, then what you need to do first is to focus on making sure you have the right targeting and the right creative and message you use in front of your audience people to get those numbers up. If that’s still not working and you can’t afford to spend more than you currently are, then you might need to take a step back and use another Facebook objective that guarantees you at least 250 site or product visits every week.
This brings us to the second recommended objective that can help you improve your results, which is the Traffic objective.
This objective is only suited for one goal: increasing website traffic. Using it will show your ads to people who are most likely to actually click through to your site. It is a good way to use it if you are promoting content on your site like a blog post, with the intention to later retarget this traffic with a Conversion ad. Remember that you will need a Facebook pixel installed on your page to track views. By using the traffic objective you can optimize your campaign for link clicks, landing page views, and conversions. Optimizing for Landing Page views is what you actually want to happen as a result of a link click. This tells Facebook to show your ad to people who are patient enough and are most likely to actually click on your ad and wait for the landing page to load. It also guarantees high-quality traffic that is willing to engage with your content and convert further down the funnel.
When it comes to driving actions on Facebook and giving your audience a choice to make, the traffic and conversion objectives are the best ones.
If you are new to Facebook ads, then you would probably not have enough recorded event actions from your Facebook pixel. Therefore, to make sure you reach the full potential of your Facebook ads, you have to run a variety of traffic and conversion campaigns in conjunction with one another to gather enough event actions. The more data you can collect, the better will be for the Facebook algorithm to get you the best results out of your campaigns. A well-optimized Facebook ads strategy will run the top of funnel campaign objective like traffic to support conversions objective using retargeting and lookalike targeting efforts that push for higher value conversions. However, If you think you have enough data, then you can go straight for the Conversions objective and optimize your campaigns targeting different audiences based on the stage of the funnel they are at, using the right creative and the right message.
How have your Facebook campaigns been performing? Let us know in the comments below.