Which Campaign Objective on Facebook Is The Best For E-Commerce?
Okay, so you have an e-commerce website and you want to know which is the perfect campaign objective on Facebook Ads that will produce great ROAS (Return on Ad Spend) and ROI (Return on Investment). In this blog, we will cover three campaign objectives for e-commerce websites and their key advantages when it comes to digital marketing in general. Without further ado, let’s take a look at each objective.
Purchase
Purchase is the most popular objective that you can add to your Facebook Pixel. What it does is it tracks the number of clicks/purchases on a certain button on your website. When people click the “purchase” button, Facebook will record that and store that data into your Facebook Pixel. Facebook will then use that data to reach the same people who are more likely to click/purchase your products. It will target the same people who have already click your purchase button. We’ll talk about more later in this blog how you can set up your Facebook Pixel on your website. For now, let’s go ahead to the next objective.
Conversion
Some people may disagree with me on this one but conversion is great when you want to get the information of your visitors and in this way, you can then re-target and re-engage them through email marketing and text marketing. You may want to provide a gift or promotional code in order to get their email address. This is a great option when your visitors aren’t ready yet to purchase your products and may take a little bit of marketing to convert them into paying customers.
Lead Generation
Leads on Facebook or On-Facebook form is great when you want to get as many leads as possible at a very low cost per lead. This is where you will nurture your potential paying customers as well by sending them emails about your promotions, sales, etc. When you create an ad on Facebook for your e-commerce store, don’t assume that people who visit your website are ready to buy your products. A great marketing strategy is to capture their information and make your email marketing and text marketing work for you. You may also use push notifications if your e-commerce website has a mobile app.
Now that you understand the best objectives to start your e-commerce Facebook campaign, let’s switch to setting up your Facebook Pixel to start collecting those data from your visitors/customers.
To use the Event Setup Tool:
Sign in to your Ads Manager account.
Select Events Manager in the main menu.
Select the pixel you'd like to use.
Click Settings.
Select Open Event Setup Tool under Event Setup.
Enter your URL and click Open Website.
Click Review by each suggested event then select Confirm or Dismiss.
You may want to add as many events on your website so you can keep track of the behavior of your site visitors. But the most important part of your pixel is the “purchase” event button. The second most important part is your “add to cart” event button. These are the audience you want to retarget when you create your retargeting and lookalike audience campaign. Make sure you also have a page for your conversion campaign. To sum things up, I recommend you set up 3 campaigns:
Interest
Conversion
Lead Generation
Did you notice that I disregard the purchase objective? I did that because you only start a purchase objective when you have enough data, at least 50 people have purchased something on your website. You can then set up your purchase objective for retargeting/lookalike. We’ll talk more about the lookalike audiences in the next blog.