Connor Clayton
Sep 26, 20183 min
Updated: May 14, 2020
Whether you're trying to grow your clientele and create leads, bring more customers to your business, or simply increase your overall traffic and sales, Facebook Advertising can explode your overall business growth when used properly. Throughout this post, I'm going to go over the key points on how to not only create a winning advertisement, but how to optimize it in the eyes of Facebook and the Facebook Pixel.
In the above image, we have optimized our advertisement for our target audience to 'View Content.' Notice how there is a green dot next to the View Content, if you ever see this as red in your Ad Set, you are NOT ready to run advertisements for this conversion yet. For example, if you have an E-Commerce website that you want to optimize for purchasing, but you haven't received enough purchases yet, then the Pixel will not be ready to optimize your advertisements for the purchase conversion just yet. Rather, you will have to start slow, as everyone does. In terms of your optimization, the process will almost always start with the view content optimization, and you work up from there.
You need to lead your audience from your advertisement to a high converting landing page- whether your goal is to get someone to 'opt in' and give you their email address, book a consultation with your, or purchase a product. Every-time your audience takes action on your landing page, the pixel will 'fire,' or in other words, recognize when this action has been taken. Once about 50 actions have been taken, your pixel will allow you to optimize your conversion advertisements for a new goal. Let's say your selling a product, from your View Content conversion advertisement, once you get about 50 consumers to 'add to cart' you will then have the opportunity to create an add to cart conversion advertisement. In case you were wondering, the way this works is all through the Facebook Pixel's tracking. Every time someone added a product to their cart, the pixel fired and gathered data surrounding this customer. Once enough data is collected the pixel learns who your best customers are, and therefore can start running higher converting advertisements.
** If you are completely new to the pixel, there is a good chance the conversion option of 'view content,' will not yet be available for your advertisements. If this is the case, don't fret. Simply start with the 'traffic' objective. Drive people from Facebook to view your landing page. Once you have received enough views (right around the 50 mark), the view content conversion objective will become available.**
As mentioned earlier, the Pixel also allows you to create look-a-like audiences, custom, and retargeting audiences. All of which have the potential to boost your conversion rates tenfold! We'll be sure to detail just how to do all of that, but that's for another post. Stay tuned, or subscribe to our email list to get daily tips and tricks.