Let’s face it, we’re all in it for the conversions. Without a Facebook ecommerce campaign, your business is either not going to generate a customer base through offers such as free ebooks, or/and, your business is not going to generate sales.
Facebook is a fantastic platform for getting people to convert and when you know how to track your conversions. Another great advantage is to use Facebook when creating ecommerce marketing campaign. You will find it very easy to keep track of what ads are working and what isn’t.
Pick The Right Conversion Event For Your Business
There are a number of conversion events you can choose from and in this article, we, as The Good Marketer, are going to stick with the main ones to keep things as simple and straightforward as possible.
Here is a list of the custom conversions you can choose from:
- View Content
- Add to Cart
- Add to Wishlist
- Initiate Checkout
- Add Payment Info
- Complete Registration
Out of the list above, the highest intent event is obviously the purchase option. The visitor has bought from you and becomes a customer. However, the Facebook pixel requires at least 50 events to optimise for your conversion campaign and if you choose the purchase event and you don’t have 50 conversions against it, your campaign is going to struggle!
Chances are, your add to cart or initiate checkout options have more data against them and likely more than 50. That way, Facebook’s algorithm will tend to provide you with better results.
Know Your Custom Journey Like The Back of Your Hand
For the majority of your customers, they would have been on a journey from the point they came across your brand/product to actually handing over money to buy from you.
It’s unlikely that you will find a customer who is willing to buy on the spot from you without being wined and dined a bit.
The analogy of the couple who first meet and proceed to get married is the perfect example for explaining this point.
- Person A and person B have just met in a nightclub
- Both of them greet one another and proceed to make small talk
- Person A asks person B for their number after talking for say an hour
- Both of them have been chatting via text and arrange to meet-up for a date
- After a number of dates, person A asks person B to be their partner
The example above is just a brief summary of how many steps a relationship goes through and it’s the same with you and your customer.
Learning about your customer’s journey increases your chances of success on Facebook. How? By creating specific campaigns/ads for where the buyer is at for example somebody who is looking to move house could be delivered an ad from a removal company with a removal checklist.
Use Lookalike Audiences To Scale Your Conversion Campaigns
There are only so many customers to retarget too and you may find that you run through this audience quite quickly.
Here’s where lookalike audiences come in to play.
And they’re perfect for scaling your campaigns in order to reach those customers who may not have heard of your brand.
P.S. If you want to really make the most of a lookalike audience, create an audience based on people who have already purchased (if you have the data).
There You Have It…
The above goes into more detail than most people even begin to think of so if you go ahead and implement these 3 tips, you will see a quantifiable increase in your conversions.
To summarise, think about the right conversion event type for your business, know your customer journey better than your customer and when you get that right, go ahead and scale your campaign with lookalike audiences.