3 Foolproof Ways to Optimize Facebook Ad Conversions

What should you do if your Facebook Ads aren’t converting?

The first step is to wait at least 48 hours to check in again on your Facebook Ad conversions.

Presuming you’ve waited and your ads are not getting results you’ll want to review all of the assets in your ad campaign.

By assets, I mean the following:

• Write-up of your ads
• Ad images
• Ad targeting
• Web page where you are sending your ad traffic
• Form on your web page

But first, let’s take a look at this concept a little more closely.

3 Foolproof Ways to Optimize Facebook Ads

Today I’ll focus exclusively on things you can do in the set up of your Facebook Ads to help with conversions.

1.Minimum conversion of your Facebook Campaign objective

Your Facebook Campaign objective determines the event for which Facebook is optimizing your ads. Is it leads, website traffic, clicks or sales? There are many types of objectives yet these are the most common.

For Facebook to optimize the delivery of your ads, you need to have 50 conversion events per 7 day period. Without this there is simply not enough information for Facebook to show your ads to your ideal audience.

Go to your ads manager and verify if you are getting 50 conversion events per week.

2.Changing your campaign objective

Let’s say that you are optimizing your campaign for purchases/sales and you noticed that you only got 1 sale in a 7 day window. This means you either have to increase your budget, change your ads or change your objective.

For most businesses you’ll want to select a new objective that is earlier in the marketing funnel stages.

The earlier the marketing stage the more conversion events you will see.

For example, you can create a new ad campaign and select the traffic objective while optimizing delivery for landing page views. Each person that visits your website from the ad will count as a conversion when the page has loaded in their browser.

It is much easier to deliver your ads to get 50 people to load your web page per week than to get 50 people to buy per week.

3.Create a retargeting and lookalike audience

Once you have an ad campaign with 50 conversion events per week you can use the information gathered from this traffic to create a parallel ad campaign.

Going back to the previous example, you can create the following audiences by leveraging the traffic from your 50+ weekly landing page views

• All website visitors that visited the URL of the page in your traffic campaign (“retargeting audience”)
• Top 1% audience that are similar to the website visitors from your traffic campaign (“lookalike audience”)

You can then create an ad campaign with your initial objective, which is purchase events in our example.

Your ad will be shown to people that visited the web page from your traffic campaign and other people that are similar to them. This will improve your ad targeting.

You’ll also want to monitor your ad campaign to validate that you are getting at least 50 purchase events per week.

If you aren’t hitting this goal, you may need to increase your budget or review your offer. Is your offer really irresistible?

Schedule a consultation now to get help optimizing your ad campaigns, and check in on whether you’re offering the right products online.

That’s it for today!

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