Sell through your own online shop but don’t know how to use Facebook ads to maximise its potential for your business? You’ve come to the right place 😉

Before we get into the exciting stuff, we must make sure that you have Business Manager for your business? No? Drop us a DM on Instagram and we can chat some more.

If you are using Business Manager for your business, great! To get to the Events Manager, follow the below basic instructions and we’ll meet you there…

Once in Business Manager, you will see a toggle on the left-hand side (next to the Facebook logo). Click on that and then Events Manager. Simples!

Hello and welcome back! Whilst this section of Business Manager might look a little strange to you if you haven’t used it before, it will become very familiar to you over the next few weeks, months and even years.

If you haven’t visited this page before, you probably haven’t created a data source. Follow the pretty straightforward on-screen instructions to do that. In other words, this is where you will be setting up your Facebook Pixel which is added to your website. It’s getting exciting right? 😆

Now you’ve installed the Facebook Pixel on your website, it’s important to talk about the benefits of why you would take this to the next level and start setting up different events and parameters on your website, using the event setup tool.

Events are actions that people take on your website, such as making a purchase. Parameters provide more details about that action e.g. the price of the purchase. Using Events unlocks Facebook advertising tools that help measure campaign results more accurately, grow audiences and find people likely to take actions that you really care about.

There are 17 standard pixel events which you can choose from to add to your website, however you can only select a maximum of eight following recent updates from Apple.

Facebook says: “Apple has announced changes with iOS 14 that will affect how we receive and process events from tools such as the Facebook pixel. Once these changes take effect, you’ll only be able to optimise for up to eight events using your pixel. We automatically selected events based on your ad activity, but you can always change the events based on your preferences.”

Don’t worry if you’re not a whizz on your website, you can supply the code to your website developer to add to the relevant pages.

The Standard Pixel Events

  • Add payment info
  • Add to basket
  • Add to wishlist
  • Complete registration
  • Contact
  • Customise product
  • Donate
  • Find location
  • Initiate checkout
  • Lead
  • Purchase
  • Schedule
  • Search
  • Start trial
  • Submit application
  • Subscribe
  • View Content

Now we could go on all day talking about all the different Standard Pixel Events, so instead we will focus on a few of our favourites – if you’re interested to learn more about some of the others, don’t hesitate to get in touch.

‘View Content’ is adding a standard event code to pages on your website which you care about the most, this could be anything from a specific product to a new landing page. Although ‘View Content’ only tells you if someone has visited that specific URL and not what they do or see on that page, it is a very useful event to re-target people via lookalike audiences.

A bit further down the funnel and the ‘Add to basket’ event is an extremely lucrative event when it comes to re-targeting. You will be able to capture data on people who have added your products or service to their basket and then re-target them with ads in the future. A real game-changer you might say and a great way to drive down your cost per action!

When it comes to tracking conversions and being able to see if your ad actually ended up with someone purchasing your product or service, you need to be using the ‘Purchase’ event.

Adding this to the order confirmation page on your website will allow you to track who has got to that point in the purchasing journey.

It is clear to see what the benefits could be to your business from setting up events like these, not only for audience creation, but also discovering how many sales a £100 campaign got you for example. More on that below 👇

Setting up a Conversion campaign

First things first, set up your data source and then start experimenting with the different standard pixel events, but once you’ve become familiar with them, it’s time to look at running campaigns with the Conversion objective.

Setting this up in ads manager is very straight forward and is not too dissimilar to when setting up a reach, traffic or video views campaign.

What you do need to make sure you pay attention to is the ‘Optimisation for ad delivery’ section.

There are six options for you here: Value, Conversions, Landing page views, Link clicks, Daily unique reach and Impressions.

Consider what is more important for your business. Do note that there is certain eligibility criteria that you need to meet to choose the Value and Conversions options.

The optimisation you select will appear in the “Optimisation events” and “Cost per optimisation event” columns of your reporting table. If you also select a conversion event e.g. Purchase, it will appear in the “Results” and “Cost per result” columns.

When it comes to launching and running your first Conversion campaign, you will see higher costs per action than in a reach or traffic campaign for example. However, you need to consider the cost of your product.

If you’re selling an item that is worth £10, a cost of £2 per conversion is a good start. Considering the return you are getting in sales from that ad spend is key.

Are you ready to give it a go? Start working through some of the activities you have read about today and remember to drop us a DM on Instagram with any questions. Good luck!

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