The Simple Facebook Ad Fix That Can 34X Your Account

We audit dozens of Facebook ad accounts each month and almost 90% of these accounts make this same critical mistake. Using the campaign objective incorrectly!

In this side-by-side comparison, I’ll show two campaigns with a 34X difference in return on ad spend where the only unique variable was the campaign objective. Before we do this, let’s look at how we set up high-return campaigns. This part of the setup is so crucial! If you get it wrong you will most likely be wasting your time and money.

Let’s start with your “Facebook Marketing Objective” options:

If you are an eCommerce store you’ll want to choose conversions. It may sound like a no brainer, but 90% of accounts we audit have been running traffic, boosted posts or reach campaigns. All of which have a different purpose. The important thing to know here is that Facebook does an excellent job of finding whatever person you optimize for. If you want link clicks, it will give you link clicks and ONLY link clicks!

Next step:

Select an event from your pixel, if you’re a new business,don’t have a lot of website traffic, or can’t optimize for a purchase then go a step back, Test options like “initiate purchase” or “add to cart”. If you can’t do either of those options, try “View Content”. But as soon as you can optimize for a purchase, DO IT! This is telling Facebook you want people who are likely to make a purchase, and so Facebook serves your ads to its users who have purchased from other ads in the past (or who have a history of making purchases online “in general”).

Here is the screenshot of two campaigns. They both have the SAME audience and the same ad creative and copy. One is optimized for engagement and the other is optimized for purchases. In the screenshot below you can see that the difference in results of the two campaigns is pretty drastic. This is one of the easiest mistakes to fix to see an immediate increase in sales!

Don’t get me wrong, we like to run engagement campaigns with our ads to build social proof and help fill the top of the funnel. All of the other campaigns in the screenshot above are conversion objectives optimized for purchases except one reach campaign.

Now let’s talk about reach campaigns. Most of the time they are pointless for an ecommerce store, except at the bottom of the funnel. At the bottom of the funnel, they become an inexpensive way to reach as many people as possible who came to your online store.

As you can see from the screenshot above, reach campaigns work great for ecommerce as a “sweeper” ad picking up people who may have not ended up making a purchase after they visited your website. We run these reach ads along with DPA’s (Dynamic Product Ads) and conversion based retargeting ads with very good results! The reason they work well is that it’s cheaper to reach someone with this type of ad and you’ll reach different people than the people who are in the conversion bucket.

Of course, there are many ways to set up a campaign that will work for your business, but going with conversion has been one of the reasons our agency has a 10X return when you average all of our client accounts together.

Hopefully you can take these tips and tricks and implement them into your own marketing and see great results! Of course, if you’d like help please reach out and set up a time to chat by clicking here

You can also read more of our most popular Facebook Advertising blog posts below:

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