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Guest Post: Driving Conversions on Facebook with Andy Molloy

At Facebook we are committed to empowering businesses to reach even more of the right people, even more effectively. For advertisers, this often equates to driving conversions. That’s why we prioritise developing tools and solutions that allow advertisers to do exactly that, across devices and backed by insights that enable them to make informed decisions about their spend and campaign approach.

But when it comes to driving conversions on Facebook, isn’t simply a case of boosting some posts and letting the likes roll in. When we talk about conversions on Facebook, we are talking about driving real results for your business that impact your bottom line. In Ireland alone, 1.7 million people access Facebook on their mobile phone every day. It’s partly this reach that makes Facebook such a powerful marketing platform. The other part of the equation is the range of tools available to advertisers, large and small. I’m going to explain a bit more about how those tools can help you reach your business objectives.

Several months ago we made a change to how ads are created on Facebook. In any campaign, the first thing that we ask our advertisers is, what’s your objective? Or to put it another way, what action do you want people to take, when they see your ad? 

Choosing the right objective for your campaign is critical for ensuring your ads perform successfully. Let’s look at an example. Say you’re getting lots of web traffic, but it’s not reflected in the number of sign-ups or sales figures. In this case we will choose the campaign objective option to “increase conversions on your website”.

Next simple step is to generate a conversion-tracking pixel. With this helpful bit of code pasted in the relevant pages on your website, this tool not only tells you when someone converts, but can be combined with Optimised CPM (oCPM) bidding which lets the Facebook algorithm continually optimize delivery of your ads, to ensure sustained campaign performance.

So how does this work in practice?

  1. A person clicks on your ad on Facebook
  2. They register or purchase on your site
  3. On the “Thank You” page the Facebook Conversion Pixel fires.
  4. The pixel lets Facebook know a conversion has happened
  5. Facebook looks at key identifiers of who converted and optimises to deliver your ad to similar people as those who have converted. 

 

Using oCPM in conjunction with a website conversions objective enables you to make informed decisions about where your budget could be spent most effectively as the campaign progresses. In the example below, we can see that the end conversion is happening on a desktop computer but customers are actually seeing the ad on their mobile phone.  

What does this tell us? Well, it indicates that although people are converting on desktop, the ad being served on mobile is actually driving the conversions. So in this scenario, the advertiser should concentrate their ad spend on mobile—and in this case, specifically iPhone users.

But what happens to the people who click on your ad but don’t buy from you? We say, don’t write them off. There are a whole host of reasons for people failing to act on an ad, even if they showed interest initially.  We know that re-engaging these people in the right way can drive conversions, so we have developed a number of

re-targeting solutions, which allow you to re-engage and remain front-of-mind with potential customers. Implementing a Facebook Website Custom Audiences pixel, for example, helps you identify customers who have fallen out of your conversion funnel and enables you to re-target them with a purpose driven message that leads them back to your website to complete the action you want them to take.

Looking for scale? Many of our advertisers have found that creating Facebook Lookalike Audiences based on the profiles of people who have converted or purchased previously is very effective. This is a really smart yet simple way to use the profile data you already have (in your Page fanbase, or an imported database list, for example) and make it work harder for you.

By selecting the right objective, and using the right Facebook tools, businesses can dramatically increase conversions, in relatively little time. We aim to make it simple. Driving conversions on Facebook shouldn’t require extensive digital marketing expertise or even a gigantic budget—we want our tools to be useable by everyone who has business objectives to meet. Remember, every successful campaign follows a similar basic structure:


1. Drive your customers to a key page.

2. Have a Facebook re-targeting pixel installed to catch anyone who doesn’t convert.

3. Get people to sign up or purchase from you.

4. Allow the Facebook algorithm to drive more conversions for you

5. Repeat step 1, focusing on those who fell out in step 2

6. Build a Lookalike audience of those who have purchased from you, to enable you to drive sales and customer acquisition at scale.


If you want to reach more of the right people and drive conversions, take a closer look at how Facebook’s tools and solutions can work for your business.

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