Friday Facebook Ads Tip #16: The Conversion Objective

If you are selling a product or looking for somebody to take an action on your website, it is very likely that you will want to use the Conversion objective for your ads on Facebook and Instagram.

However, it’s not as straightforward as you might initially think. The Facebook algorithm needs to be fed with relevant data, and in the case of the Conversion objective, it needs to see a flow of conversions to understand as much as it can about the people who are converting.

Ideally you will create an ad with the target conversion already generating regular conversions, but if it’s a new conversion you are tracking or if the ad is the only way that you are going to be driving traffic, then you will want to ensure that you are able to generate an average of 50 conversions a week (as per Facebook’s own advice).

The number can fluctuate on a daily basis but 50 over the course of a week is the minimum you want to aim for.

Whether from historic metrics or from your predictions based on your target audience, product price, budget, etc., if you don’t think that is going to happen then you will need to rethink the objective of your ad.

This is not to say that you shouldn’t use the conversion objective for your campaign but rather that you might want to use another action as your target conversion.

For example, instead of using a purchase as your conversion, you might want to target getting people to add a product to your cart or starting the checkout process.

That way you will have higher conversion numbers, giving the Facebook algorithm a better chance of finding the most appropriate people within your target audience to show your ad to.

 

Video Transcript:

Hey! This week I want to talk about the Conversion objective. When you are using the conversion objective on your Facebook and Instagram ad campaigns there are a few very important things that you need to remember.

Firstly, you need to ensure that you have the Facebook pixel set up on your website with conversion tracking. And secondly, you need to ensure that you are getting enough conversions through the pixel.

So, perhaps from the traffic you are getting elsewhere you are already getting a lot of conversions or when you  set up your ad If it’s the only way that you are going to be getting conversions then Facebook recommends that  you are getting at least 50 a week so that would be about 7 a day.

Now, if you don’t think that’s going to happen then perhaps you want to go for a conversion a step up the funnel. So for example instead of going for a purchase conversion you might track a conversion when people add a product to the cart. There you go that’s the tip for this week All the best and see you again next week!