If your main goal is to bring users to your website and do some specific action, such as filling a form or purchasing a product, your best choice is the Conversion campaign option.
What to consider when starting your Conversion campaign:
Do your posts contain links that lead to the correct web pages, and does your website have a correctly implemented Facebook pixel?
- For conversion campaigns, obvously, the posts have to include a link.
Another requirement is a correctly implemented Facebook Pixel that can help you track visitors’ actions on your website.
Which posts to boost?
- For a Conversion campaign, it’s important that the content of your posts that you want to boost goes with it. For example, if you want people to buy your product, the post needs to contain a link that leads directly to the product.
- It also helps if the post has information about the product that incetivises users to buy it, be it a favorable price, special qualities or other information. These “hard sell” posts can be combined with other, more general, posts about your products, that are boosted in a different (for example post engagement) campaign, to boost awareness and interactions. Similarly for other conversion events: the post needs to lead to the page and also incetivise the visitor to take the desired action.
- If you publish a lot of such posts for the same conversion event, a good performance metric to use for limiting your boosting just the better performing posts is Link Clicks.
When should I stop boosting my posts?
Do you have a set limit on the conversion action that you want to promote?
- If the action that you want to promote is limited, for example a limited supply of products, or a set limit of filled forms, you can set up the amount of conversions in the “Total Conversions”stop condition. After the boosted post gathersthis amount of conversions, it will be stopped.
In terms of performance, you want to spend your budget in the most effective way, and in Conversion campaigns, this means overall Cost per Conversion average should be as low as possible.
- Set up the Cost per Conversion stop condition to an average value that you expect to attain. You can choose between a 3-day, 1-day or weekly average, depending on the conversion frequency.
- Re-visit your campaign after a week and tweak this condition to better reflect the actual cost, so that between 20-50% boosted posts are stopped by this condition.