Small conversions on Facebook: why a tit in the hands is good

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The purpose of traffic placement is to bring a user to the site. Facebook algorithms allow you to improve the quality of the post click without making adjustments to the audience settings and creatives. It is enough to change the optimization.

We have seen from our own experience – you need to optimize not for clicks on the link, if you lead the user to the client’s site, but for landing page views or conversion actions.

Both events are intermediate events on the user’s path from the first click on the ad to making a purchase on the site. Optimization for landing page views is available in the Traffic goal at the first stage of launching an advertising campaign. If you need to optimize for actions on the site, then you should select the goal “Conversions”.

Features of optimization for clicks on the link:

1. A user who clicks on an ad may not wait for the landing page to load, while we will already pay the site for the click.
2. The optimization goal and the payment event are the same. We can control the price for 1 click on the link.
3. You don’t need to set a pixel and create events to track user actions on the site.

Features of optimization for intermediate events:

1. It is required to install the Facebook pixel on the site.
2. For the “Add to cart” event, in addition to the pixel, you need to configure the event.
3. You can set a price cap for the target event.
4. The site optimizes placement for actions on the site, so impressions are paid, and price control is at the level of the target action.

Facebook can optimize the placement for the final action – for example, a purchase. But there are reasons why it is better to use optimization for intermediate actions:

The site will not be able to learn and effectively optimize placement for end actions if end events (buying, sending a completed form, etc.) rarely occur. Facebook needs about 50 targeted actions in order to understand who the target audience is and who should be shown the ad for maximum results. Intermediate actions can speed up the accumulation of statistics: viewing the product card, adding to the cart or to the wishlist, opening a form, partially filling out a form, etc.

In an auction, it may turn out that the cost of purchasing advertising (when optimizing for actions, we pay for impressions) optimized for final actions will be more expensive than with optimization for intermediate ones. But the placement efficiency can be the same.

Output

Optimizing for intermediate actions improves the performance of Facebook ad placements compared to optimizing for clicks on a link.

We recommend that you test “small conversions” in your placements and compare the results of different optimization and payment events in order to find the most effective solution for your ad campaign.

….. more info can be found here «Road to 100k Instagram Followers»

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