Stop Gambling Foolishly – Set up Facebook Ads Conversion Campaign for max Rewards
Without oxygen, you cannot breathe. Without cash, your business cannot survive.
Using Facebook ads to make sales is the fastest way to generate cash and scale your business (yes debatable).
Are Facebook ads as simple as putting €5 in and withdrawing €500 a day later?
Nope, that would be magic.
Let us set up a Facebook ads conversion campaign for short term and long term success and sell a few things along the way.
Precepts for Successful Facebook Ads Conversion Campaign
👉Content for the awareness stage includes guides, press releases, informative articles (lots of these), quizzes (quiz funnel!), games, and competitions.
👉Content for the consideration stage of the buyer’s journey includes demo videos, reports and white papers, ebooks, case studies, your about page, ‘us vs them and buyer’s guides.
👉Content for the conversion stage includes events, webinars, checklists, product features lists, customer testimonials, reviews and ratings, product or pricing pages, contact pages, sales pages, and comparison tools.
But what is a Facebook Ads Conversion? It is an event, or An Event if events are few and far between.
Facebook say a conversion event is “…a specific action (people perform) like a landing page view, purchase or add to cart, as recorded by your pixel, app, or offline event set.”
For us mortal business owners – conversions are purchases of a product or service, getting registrations, and signups for strategy calls.
Don’t worry, I am Urban Renström, there is always science and research involved in everything I talk about, teach, and demonstrate.
How-To Set set up Facebook ads for conversions?
Below are the click these buttons and your set instructions.
- In Ads Manager click the Campaigns tab, then click the green +Create button
- Choose the Conversion campaign Objective and name said conversion campaign
- Name the Ad Set
- In the ads set in the conversion section choose a website
- Set budget, audience and placement
- In the Optimization & Delivery section under Optimization for Ad Delivery choose conversions.
- scroll up to the Conversion section again and choose the Conversion Event.
- Click on the Ads tab and set up the advert.
/ How-To Set set up Facebook ads for conversions
What could go wrong with Setting up Facebook conversion Campaign?
The two most common problems are not being able to choose *Conversion (Recommended)* in the optimization for Ad Delivery section, see Image A #1, and not being able to choose any Conversion Event in the Conversion section, see Image D, black arrow.
This how to set up Facebook Pixel Conversion events are instructions on how to set up the 8 standard pixel events.
If you see the yellow warning, Image E below, during set up then FB is predicting you’ll get zero sales. The reason is your pixel has not received the magic 50 events. Zero sales because the yellow warning reads “….your ad set is predicted to get zero conversions, we recommend trying one of the following to avoid getting zero purchase. Use Facebook Landing Pageviews.”
Interesting a recent client did not have the 50 Facebook pixel events and I could not choose *Conversion* (Recommended) in the optimization for Ad Delivery section. Image A. Unfortunately, I did not take a screenshot.
Let us do a few ‘what if’ Facebook Ads Conversion Campaign set-up Scenarios
Do you have 50 conversions/events/sales, in the past 7 days, recorded by your Facebook pixel?
Yes or No?
If Yes. Then set up a conversion campaign using the conversions in the Optimization & Delivery section. See Image A.
If No, then you must optimize for a conversion event higher in the funnel until you achieve the magic 50/week event threshold.
Higher in the funnel is directing people to the same landing or product page by choosing the Landing page ‘optimization for ads delivery’, or Link Clicks (no image) or setting up a traffic campaign objective.
When your pixel registers the 50/week landing page views events, then duplicate the Landing Page ad set, and choose conversions under the optimization for ad delivery. Choose your conversion event in the Conversion section, See image D. This Facebook standard pixel events post covers the set-up of standard events, registering a domain etc.
Publish this new ad set and monitor your desired KPIs.
Note the yellow highlights in Image A. “If you’ve had at least 25 sales (conversions) in the last week pick me“. Otherwise don’t pick me.
Why not choose conversions in Optimization & Delivery and not worry about the 50/week limit?
Because a) the option to choose conversions is not available and blocked. B) if you could choose without the 50 then, FB would struggle to find high intent groups of people in your audiences to target.
Also, Mind your Attribution Settings
Four attribution settings exist and are:
- 1-day click
- 7-day click (default)
- 1-day click or 1-day view
- 7-day click or 1-day view
Not all four conversion window options are available for all campaign objectives.
If you have a 1-day click attribution setting for purchase conversions and someone clicks your ad and completes a purchase e.g. 3 days later, that doesn’t count towards the 50.
Does that mean you automatically change your attribution setting to a 7-day click? It depends.
If your product or service price point is low and the purchase is discretionary then probably the 1-day click or 1-day view is best. If your price point is above e.g. €50 then I’d keep the default 7-day click. But test and see what works best for your situation.
