Forget the Click: Why You Need Facebook's Website Conversion Campaigns

Forget the Click: Why You Need Facebook's Website Conversion Campaigns

Having been a marketer since Facebook introduced ads way back in 2007 - and with approximately 10 years of experience as a social media manager running ads on Facebook - I've been very enthusiastic about the results that the platform provides from a targeting perspective, as well as from a cost-efficiency standpoint.
Over the years, competition has increased, which increases the cost of results. Based on our own data, we have seen cost per click (CPC) increase an average of 37% since 2016. As costs rise, smart marketers should be looking for different ways to control costs, while also maintaining the quality of incoming web traffic.
In our search for new tactics, we discovered Facebook's Website Conversion Ads, and I have to say, they have helped us increase the amount of traffic to our sites, decrease CPCs, and increase the quality of traffic that visits. 
In this post, I'll provide an overview of the option, and some insights into the results we've seen from using them.

What is a Facebook Website Conversion Campaign?

Before we get too deep into the conversation, it is important for you to know exactly what a Facebook Conversion Campaign is. Essentially, a Facebook Conversion Campaign optimizes ad delivery to people who are more likely to take a specific conversion action on your site. The key word here is people.
The typical Facebook Ad Campaign encourages people to click a link, but not do much else. Smart marketers want people to click links and act on the website. Facebook lovingly calls users who click links without any meaningful action “Clicky Users." These types of users tend to click links, either on purpose or by accident, and bounce from websites quickly.
Your visit metrics might look good, but these users are 5.5x more expensive than users who are less “clicky." Furthermore, simple website clicks have less than a 1% correlation to business-relevant metrics such as Ad Recall, Brand Awareness, and Purchase Intent.

Why Choose Website Conversion Campaigns?

Facebook's Website Conversion Campaigns move from focusing on the click to focusing on the person, and what his/her intent might be with your brand.
By focusing on users and not clicks, you can avoid having poor data (based on cookies) lead you astray.
A few interesting data points:
  • Relying on cookies can distort reach results by 58%, lead to a 135% understatement of frequency, and provide only 54% accuracy in broad age and gender targeting.
  • Clicks aren’t a great proxy for results, as 90% of people who could buy your product don’t click on your ads.
  • Last-click attribution leads to a 22% misattribution of revenue.
When you focus on people-based measurement with Website Conversion Ads, you can focus on real outcomes, and more accurately measure what matters most for your business, instead of relying on click data.
I would be remiss if I didn’t address the main thing that kept us hesitant in testing these campaigns. When you think of “conversion,” you typically think of the intended result of the ad (i.e., a sale, form completion, or newsletter signup). Since we know that most people don’t click ads and immediately convert, it would be a waste of time to focus on that action alone.
With Website Conversion Campaigns, you can set any action on your website as a “conversion,” thus giving you many options for which you can optimize.
If you're going to test these campaigns, think outside the box in terms of what you want people to do, and where your campaign fits into the buyer’s journey.

How to Set-Up a Facebook Website Conversion Campaign

Setting up a Facebook Conversion Ad Campaign is very simple and only requires a few steps:
  1. Make sure the Facebook Pixel is installed on your website
  2. Define the Custom Conversions that you want to track on your website
  3. Set up a new campaign with the Conversions Objective
  4. At the 'Ad set' level, select the appropriate Custom Conversion that you want to go after
  5. Launch your campaign
Facebook Website Conversions Campaign
We've been running Facebook Website Conversion Campaigns for a while, and have seen some incredible results.
The below are average increases across different campaigns. This data is a mix collected by Facebook Ad Manager and Google Analytics:
  • 19% decrease in CPCs
  • 161% increase in Website Sessions
  • 27% decrease in Bounce Rate
  • 25% increase in Pages per Session
  • 42% increase in Session Duration
  • 100% increase in Goal Completions
The results speak for themselves. We urge you to move away from “clicky” campaigns and move toward “sticky” campaigns in which users spend more meaningful time with your website.

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