How Facebook Conversion Optimization works

When you have to launch a new product or a new collection, you have to decide to optimize your Facebook Ads for conversions or clicks.

Now, on Facebook Ads manager, it’s possible to optimize both conversions and clicks, at the same time!

So let’s see how this works.

How Conversion Optimization works

With its 2 billion monthly users, Facebook has a ton of data about our shopping behaviors, relationship status, work situation and every kind of preference we may have.
As a result, Facebook has a good idea about which groups of people are more likely to click, share, and ultimately convert.

So, when you have to create a conversion campaign, it’s possible to select which kind of action to optimize, let’s get a closer look at the options available.

1. Conversions: Deliver your Ads to the right people to help you get the most website conversions at the lower cost.

2. Link Clicks: Deliver your Ads to the right people to help you get the most link clicks from your Ad to a destination, on or off Facebook, at the lowest cost.

3. Impressions: Deliver your ads to people as many times as possible.

4. Daily Unique Reach: Deliver your ads to people up to once a day.

As I said before if you’re looking to launch a new product (generate Sales & Leads) or a new collection, you should focus on the first two options (Conversions – Link Clicks), when you have set up your goal facebook won’t show the Ad to all the people in your audience, instead, it will focus only on those most likely to perform the action that you want.

You need to keep in mind this information!

The Golden Rule of FB Ad Conversion Optimization

In order to use the Facebook Optimization, it’s fundamental to have a Facebook Pixel installed into your website or e-commerce, but this is a different story.

Then the golden rule that you need to learn: You need to reach a minimum of 15 – 25 conversions per week, in order to let Facebook optimize properly your Ad.

So if you’re running an Ad to generate sales, you have to reach a minimum of 15 – 25 sales per week, if you don’t reach these numbers, Facebook cannot optimize your campaign for increasing your sales, for a better price. That’s it!

Then you can also optimize your Ads for Link Clicks, in this particular case you need to reach 1,000 clicks per week. 

To manage the campaigns of our clients, we optimize for link clicks until we get enough conversions for Facebook to properly optimize. Then, we switch to optimize for conversions.

This method enables us to empower the Facebook Pixel of our clients in order to run powerful retargeting campaigns.

The New Click & Conversion feature

As manually switching from clicks to conversions, requires a precise strategy or a lot of experience, Facebook has activated a new feature that automatically switches from optimizing for link clicks to conversions!

The new feature looks like this.

If you click on the toggle of this feature, you’ll get two options.

Standard:
With this option Facebook will start by optimizing for link clicks until your campaign achieves one of the following goals:

a. 15 – 25 conversion (per week)
b. 1,000 clicks ( per week)

Note that using this option could drive a lot of traffic without a lot of conversions.
You can use this option if you’re looking to generate a custom audience of visitors out or your campaign. Which can be a nice solution if you have in mind to reach the audience with a new and more tailored retargeting Ad.

Extended:
This feature is very clear, Facebook won’t switch to conversion optimization until you’ve reached the 15-25 conversions per week.

Final considerations

Running Facebook Ads campaigns with the optimization goal requires having a full view of your general Facebook Adv strategy and the willingness to test everything.

We suggest using the New Click feature only if you’re not reaching enough people with your Ads, or if your conversions are very low.

Now if you want to talk with us to set up your conversions campaigns properly, from audience analysis to Facebook Pixel and more, drop us a line to commission@wowcracy.com.

On a final note:

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Best Regards

Lucas