Goal: Website Conversions

In this course, we’re going to create a website conversions campaign. This is the type of campaign that you’re going to set up on Facebook ads if you aim to optimize your ad to get people to take specific actions on your site, like signing up for a newsletter, filling out a lead form, buying a product, etc.

Campaigns

From Power Editor, go to ‘Campaigns’. You can either create a new campaign or choose an existing campaign. Make sure to select ‘Website Conversions’ as your advert objective.

In this example, we are going to create a new ad campaign.
create a campaign

One of the biggest confusion points for Facebook Ads newbies is something simple – how to name campaigns.

There’s no right or wrong way, but this is what works for me. In the screenshot above you will notice several things.

  • Traffic Temp – This will either be “Cold” or “RT” (stands for Retargeted)
  • Audience Targeted – I target one audience per campaign. Here, simply describe your audience targeted in this campaign. For example “SEO Professionals”
  • Offer Promoted – This is the offer you are promoting. So if you’re sending to a page where you give away a free bundle of cool stuff to people who enter their email address, then you would say “Cool Bundle” here for example
  • Objective – This is the campaign objective you set when you create the campaign. So I’ll put “Conversions”

Ad Sets

Step 1

After creating a new campaign, go to ‘Ad Sets’ and click the ‘+’ sign to create a new ad set.

Create ad sets

Click on your newly created ad set to edit some options below (Budget & Schedule, Audience, Placement, Optimization & Pricing).

Step 2

Set the budget and schedule for your ad campaign.

budget and schedule

Step 3

Make sure you target your audience in the Ad Set. Click on ‘Edit Audience’ and a window of options will appear. From there, you can choose a Saved Target Group.

Audience

  • Set your target location, which could be a country, a state/province, a city, or ZIP.
  • Set the minimum and maximum age of your target audience, as well as the gender. It could be Men, Women, or All.
  • If you want more demographic targeting options, select the ‘More Demographics’ drop-down to see more options (Relationship, Education, Work, Ethnic Affinity, Generation, Parents, Politics (US), Life Events). A world of options will open up to you once you click around.

Step 4

Next, go to ‘Connections’. Here, you can reach people who have a specific kind of connection to your Facebook Page, app or event. This narrows down your audience, including only Facebook users with that particular connection who also meet other targeting categories you have chosen.

Connections

You can choose between ‘All’ and ‘Advanced Connection Targeting’.

Step 5

Select a language that’s common to the location you’ve chosen above.

Language

Step 6

Go to ‘Interests’, where you can reach specific audiences by checking out their interests, activities, liked Pages, as well as closely related topics.

In this example, we’re going to target people who are interested in ‘SEO link building’ (since affiliate marketers who are interested in SEO are probably interested in link building).

SEO

You can browse through different interests and combine them to expand your ad’s reach, or type in specific interest yourself so you can further narrow down your target audience.

Step 7

On the right-hand side of the window, you can see the Potential Audience and the Targeting Details. Once you’re done, click the ‘Save’ button.

Potential

Step 8

Under ‘Placement’, you can set a specific placement for your ad. It could be Mobile News Feed, Desktop News Feed, Desktop Right Column, or Partner Mobile Apps.

Placement-2

For this example, we’re going to choose Desktop News Feed, since it works the best for this ad set.

Ads

Step 1

Go to ‘Ads’. Click the ‘+’ button to create a new ad.

Choose a campaign for your ad. You can either choose an existing one or create a new one. In this case, we are going to choose an existing campaign.

Ads - Step 1 - Create Ad

Then choose the ad set you want to create this advert in, or you can choose to create a new one.

Ads - Step 1 - Choose Ad Set

Name your new ad.
Ads - Step 3 - Name Ad

Click “create” to create your ad. Next, in the bottom frame of power editor, you will see the settings for the ad you just created.

Step 2

In this example, you’ll notice the goal is set to “increase conversions on your website”. We set this when we created the campaign earlier.

Step 3

Select the Facebook Page that will represent your business in News Feed. Your ad will be linked to your website, but will be shown as coming from your chosen Facebook Page.
Ads - Select Fb Page

Step 4

Type or paste in the website URL you want to promote.
enter website url
If you’re tracking clicks and conversions (which you should be), you can use Facebook’s conversion pixel so you don’t have to use another external third-party tracking solution.

With that said, I recommend using both Facebook and a 3rd party tool. I use Improvely (opens in a new tab). It’s very affordable, super easy to use and gives you a clear picture of your return on investment for your ads.

Step 5

Enter text that will clearly tell people what you’re promoting. It will appear right above your ad.
ad text (1)

Step 6

Enter a concise headline that engages with your target audience. Facebook will grab the title from your website, but usually you should replace it with something related but designed to get the click.
headline

Step 7

From ‘Link Description’, you can put additional text to emphasize why people should visit your website.
link description

Step 8

Select an ad image.
ad image

Step 9

Create pixels from ‘Conversion Pixel’. Choose the type of conversion you want to measure, then add a name for your conversion-tracking pixel.
pixel
For this example, I am going to add the conversion pixel to my website. You can also have someone else (like a web developer) do it for you.

By placing a conversion pixel on your site and then adding it to your Facebook ad, you’ll know exactly which ads lead to conversions. You can also set it to Optimize based on one pixel, so you to help Facebook find the right people who are most likely to take the actions you want on your site (like optin, purchase etc), serving ads only to this group of people. This way, you can refine your audience a bit.

If you want to add the conversion pixel yourself, simply copy and paste the JavaScript code snippet between <head> and </head> on the page where you want to track conversions.

So if you are tracking opt-in conversions from a squeeze page, you would add the Facebook Conversion Pixel on the next page the user will see after they have opted in. This could be an upsell page or a thank-you/confirmation page.

Step 10

Choose a pixel for ‘Optimized Conversion Pixel’. You can create a new pixel if you want, but usually you will use the same one you created a minute ago.
pixel done

You may be wondering why you have two pixels to select here. Well, you can get advanced and “fire” conversion tracking pixels when users complete certain actions on your site. So maybe you could have several pixels added under “Use A Conversion Tracking Pixel.”

You might have one pixel for “Added To Cart” and another for “Checkout Step 1” and another for “Checkout Final Step.” Then finally you have “Completed Purchase” and if you want Facebook to automatically optimize their ad delivery to lower your cost per conversion and increase number of conversions for “Completed Purchase,” you would choose that pixel in “Optimized Conversion Pixel.” Meanwhile, you would be able to see statistics in your reporting for “Added To Cart” and other actions. This data can help you improve your website’s conversion rate.

Once you’re done with your campaign, ad set, and ad, click on the ‘Upload Changes’ button. This will upload everything to your Facebook ads account.

You’re all set!

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