What are Conversion Ads on Facebook Ads?
Similar to message or lead ads, the term “conversion” in Facebook Ads means that the goal of the ads is to achieve specific actions like purchases, form submissions, product views, or adding items to the cart.
To create an effective conversion ad, you need to identify the specific conversion goal you want to achieve, such as increasing sales, boosting registrations, or driving app downloads. Then, you can set up an ad campaign with a conversion goal, target the right audience, design compelling ads, and optimize them based on statistics and result analysis.
Facebook Ads provides several tools and features to help you optimize conversion ads, including tracking pixel (Facebook Pixel) to monitor user activity on your website, providing insights into ad effectiveness, and Lookalike Audiences to reach users with a higher likelihood of conversion.
Essential “Ingredients” for Running Conversion Ads
Typically, the process for running conversion ads on Facebook Ads involves: customers seeing your ad -> Clicking on the landing page/website -> Registering for purchase/completing a form, etc. Therefore, we need to prepare the following “ingredients”:
1. Landing Page: Can be a landing page/website
– Landing Page: A landing page is a single, focused web page designed to lead and persuade visitors to complete a specific conversion goal.
It is the page users land on after clicking a link, ad, or search result.
The main purpose of a landing page is to create a focused and persuasive experience for visitors. It typically features content highlighting a key advantage of the product or service, essential and engaging information to encourage actions like purchases, registrations, downloads, or contact form submissions.
Landing pages often include design elements and content layouts optimized for conversion. Key elements include an attractive headline, benefits of the product/service, engaging images or videos, concise product/service descriptions, clear and simple calls to action, previous customer reviews, easy-to-use registration or purchase forms, and compelling action buttons.
By optimizing content, design, and other elements on the landing page, you can increase the likelihood of converting visitors into customers and achieving your business goals.
>> What is a Landing Page? Popular Types of Landing Pages and How to Build Effective Landing Page Content
– Website: A website is a collection of interconnected web pages hosted on a web server. It is an online space where information, content, and resources are publicly available and accessible via the Internet.
Each page on a website may contain various types of information, including text, images, videos, audio, and other media. Websites are designed to provide information or services to users, such as business sites, news sites, online shopping sites, personal blogs, and more.
Simply put, a landing page and a website are both destination pages where customers visit to learn about products/services. If there is enough interest, they will make a purchase or register.
You can understand and differentiate landing pages/websites through this article: >> What is a Landing Page? How is a Landing Page Different from a Website?
Depending on your goals and budget, you can choose either a landing page or a website for your conversion ad destination!
2. Pixel ( Facebook pixel)
Facebook Pixel is an analytics tool used to measure ad effectiveness by understanding the actions people take on your website.
You can use the pixel to:
- Ensure ads are shown to the right people. Find new customers or those who have visited a specific page or performed desired actions on your website.
- Increase sales. Set up automatic bidding to reach those more likely to take the actions you’re interested in, such as making a purchase.
- Measure ad results. Gain insights into ad impact by measuring actions people take when they see your ads.
So where do you get the pixel? It is available in your ad account. Your task is to install it on your website/landing page to track customer behavior. It’s similar to setting up a camera to monitor visitors to your home!
After setting up the pixel and having the landing page/website, proceed to:
1. Install the pixel on the landing page/website: https://zozo.vn/blog/huong-dan-cai-dat-ma-pixel-facebook-vao-website-zozo-297?affSource=traht
(Similar to a website, a landing page also has a pixel code insertion area: Go to settings -> conversion code -> paste the pixel code)
2. Set up conversion tracking for the landing page (to let the pixel understand what constitutes a successful conversion).
Guide to Setting Up Conversion Tracking for Facebook Pixel – Latest 2023
Effective Guide to Running Conversion Ads on Facebook Ads (2023 Version)
Once you have set up the pixel and conversion events, you can start setting up your ad campaign.
The basic steps to set up an ad campaign are relatively simple and similar to setting up message ads. Just follow the steps in sequence.
Below, Zozo provides a brief guide on the steps without delving into detailed explanations. You can refer to the message ads guide written earlier for more details (if needed).
Step 1: Access your Ad Manager or click the link link https://business.facebook.com/adsmanager?affSource=traht for quick access.
Step 2: Click “Create” to set up a new campaign -> Select “Sales” -> Name the campaign, ad set, and ad => Continue -> Choose manual setup.
Step 3: Campaign Setup: Budget: Daily or Lifetime
Step 4: Ad Set Setup, including:
- Pixel: Select the pixel corresponding to the landing page you are advertising.
- Conversion Event: Choose the appropriate conversion goal you want to advertise.
- Budget and Schedule
- Audience: You can select a new audience or a saved audience.
>> Types of Audiences and Targeting in Facebook Ads
- Ad Placement: Recommended and Manual Placement options.
>> Detailed Overview of Ad Placements and Facebook Image Sizes for 2023
- Optimization and Delivery: Select Conversion.
Step 5: Ad Setup, including:
- Ad Format: Choose the ad type, such as a single image, carousel, or collection.
- Ad Content: Add images, main content, headline, description, and call-to-action button.
- Destination: Link to your landing page or website.
=> Click “Publish” once everything is complete.
P/S: If there are any errors during the ad setup process that prevent you from publishing, Facebook will usually clearly indicate the error. Stay calm, review the error, and fix it.
Note: When setting up a campaign, if you want to duplicate multiple ad sets or ads, click on the action menu button (next to the ad set/ad) and select “Quick Duplicate” or “Create a Copy.”
That’s it! You’ve successfully set up a conversion ad campaign on Facebook Ads!
Tips for Running More Effective Conversion Ads
1. Optimize the Landing Page
Since the goal of conversion ads is to drive customers to the landing page to learn about the service/product and then register, the landing page plays a crucial role in determining the ad’s effectiveness. If you’ve spent a lot of money to get customers to the landing page, and they just leave after browsing without registering, all your efforts will be wasted.
Therefore, optimizing the landing page in conversion ads is extremely important (something important needs to be emphasized three times).
So, what does optimizing the landing page involve?
- Page Load Speed Optimization
- Content Optimization (images, videos, text content, call-to-action, etc.)
- Domain Name (Is the link customers click on trustworthy?)
>> What is a UI/UX Standard Website Design? Why Should Websites Be Optimized for UI and UX?
>>Optimizing Conversion Rates for Your Landing Page
2. Pixel is Very Important
Zozo has already explained above that the role of the pixel in running conversion ads is to help your ad reach potential customers. Therefore, your pixel must be smart enough to display ads to customers who truly have a need. So, how do you make the pixel smarter? You should train it methodically. One small tip is to run engagement, message, or video views ads first to train the pixel. Then, when running conversion ads, the pixel will target customers with similar habits and behaviors.
You shouldn’t just jump into running conversion ads right away. The pixel might struggle to learn the behavior of potential customers, leading to higher ad costs before finding customers with actual needs.
3. Choosing the Right Product for Conversion Ads
As you may already know, not every product can be advertised using the same method. Products that are widely available and low-cost, with constant demand, do not need conversion ads, such as phone cases, clothing, food, etc.
Products suitable for conversion ads are usually high-value items that go through the three stages of the buyer’s journey—awareness -> consideration -> conversion—within a single ad. Examples include luxury fashion, designer clothing, real estate, high-end cosmetics, or courses.
And to run conversion ads, you must use a BM (Business Manager) account, which requires skills in design and optimizing the landing page experience. Therefore, if you are only advertising low-cost, mass-market products, consider using simpler methods like message or engagement ads.
The above are basic insights on running conversion ads on Facebook Ads, shared from the experiences of Zozo’s marketing team. We hope this article is helpful to you.
Zozo would like to take 30 seconds to share more about Zozo:
Zozo was established in 2017, providing platforms that help shop owners and businesses effectively conduct online sales:
- Professional Website Design: https://zozo.vn/thiet-ke-website-ban-hang
- Email Marketing Solutions for Mass and Automated Emailing: https://zozo.vn/ung-dung-email-marketing
- Landing Page Design Platform: https://bepage.vn/
If you need any of these services, please check out what Zozo offers! Zozo is honored to consult and accompany you!
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