B2B Facebook Ads is hard. Facebook, a platform that delivers ads at scale, across targeted audiences, is fundamentally the opposite of targeted B2B marketing. As a result, the challenge with Facebook Ads for B2B advertising is not driving leads. The challenge lies in how to drive high-quality leads with a propensity to convert.
Below we explore the limitations and challenges of running B2B Facebook Ads and how you can win with B2B marketing on Facebook with a Salesforce Facebook Integration.
B2B Facebook Audience Limitations
Facebook audiences can be somewhat tailored to business intent. However, audience size directly impacts Facebook Ad performance. While hyper-focused audiences make sense for B2B marketing, the algorithm needs a larger data set to effectively optimize for conversions. This is especially true, post-iOS 14.5, now that Facebook uses an aggregated event measurement model.
Facebook is also continuing to remove access to audience data. In July of 2021, they shuttered audience insights and transitioned to Business Suite Insights. The main difference? You can only view your audience insights as opposed to all audience insights. In addition, Facebook is NOT allowing some accounts to opt out of audience expansions. Again limiting audience targeting, control, and granularity.
Broad audience targeting goes against focused B2B advertising on Facebook or other platforms. However, given Facebook’s recent changes, targeting smaller audiences is ineffective and feeding the algorithm high-quality leads data is critical for scale and success.
Optimizing Your B2B Facebook Ads For Leads
Facebook’s algorithm, despite the iOS 14.5 changes, continuous to be very effective at finding people with a high probability to convert. However, Facebook’s algorithm is only as good as the data you feed it. Low quality leads = garbage in garbage out.
Relying on leads as your primary conversion action provides a weak signal. Without any lead scoring or lead enrichment data Facebook cannot identify the quality and value of each lead. As a result, the Facebook algorithm will think it’s doing a great job as long as people are filling out a form.
This forces the optimization process into a manual feedback loop where you take action on directional data and assumptions. What you get is a manual Salesforce Facebook optimization feedback loop like the one pictured below.
In an ideal world, you want to send enriched lead data back to Facebook so that Facebook’s algorithm can optimize for both quality and value in real-time.
How To Win With B2B Marketing On Facebook
How can you win with B2B marketing and generate qualified leads on Facebook working with limited audience targeting and weak conversion signals?
The key is to send quality and value-based conversion signals back to Facebook in real-time. This creates a real-time value-based Salesforce Facebook optimization feedback loop.
The solution? Send Salesforce marketing qualified leads as conversion signals back to Facebook. However, a marketing qualified lead by itself doesn’t provide a ton of value. What if you could only send conversion signals for enriched marketing qualified leads using additional attributes? Imagine a world where you can optimize for high-quality leads based on their lead score, potential revenue, or estimated company size.
Leveraging enriched data ensures that you only send high-quality and high-value conversion signals back to Facebook Ads. Consequently you get a quality data feedback loop where Facebook’s algorithm can optimize for high-quality conversions in real-time. In addition, by sending conversion values back to Facebook, you can use a value-based bidding model. Each lead does not hold the same value, and optimizing solely for an average target cost per lead creates lost opportunity.
B2B Facebook Ads Optimization vs. Measurement
One quick note on creating enriched lead feedback loops. Data aggregation falls under two categories:
Optimization – Conversion signals used for optimization are restricted to a specific window of time so that the ad platform can leverage conversion signals for bidding optimization. Currently, for Facebook Ads this is 7-days.
Measurement – Conversion data outside the 7-day optimization window can be sent to Facebook using offline conversions. Facebook does not use these for optimization since their look-back window is 60-days. However, backfilling conversion data can be helpful for conversion measurement and analysis across campaigns, ad sets, and ads.
Sending Enriched Salesforce Leads To Facebook Ads In Real-Time
Sending enriched Salesforce leads to Facebook as conversion events in real-time is a huge unlock. Enabling the algorithm to optimize for high-quality and high-value leads makes it possible to scale B2B Facebook Ads. So how can you get Salesforce conversion signals and send them to Facebook in real-time?
Meet Salesforce Conversion Imports. With Salesforce Conversion Imports you select any object, field, and value for your custom Salesforce configuration and send this data in real-time to Facebook Ads via the Facebook Conversion API. Keep reading to learn how to get started or explore product features here.
A few things to keep in mind before we get started:
↗️ Facebook Click ID – Our Salesforce Facebook integration relies on the Facebook Click ID (fbclid) as the primary match back key. For our system to accurately match Salesforce events to campaigns, ad sets, and ads it is required that your lead capture form is passing and storing the Facebook Click ID (fbclid) in Salesforce.
🔄 Facebook Conversion API – Our system integrates with the Facebook Conversion API (CAPI) to send Salesforce events to Facebook in real-time. Facebook CAPI only accepts event data that occurred within a 7-day window. This ensures that Facebook can optimize against Salesforce events for conversion objective campaigns. Keep this in mind when selecting your Salesforce events.
📊 Aggregated Event Measurement – Configure events for Facebook’s aggregated event measurement model before activating your Salesforce Data Connector. You can prioritize any custom or standard Facebook event for iOS 14.5 in your Web Events configuration. This step is required if you are looking to assign conversion events to conversion objective campaigns and access the event for reporting in the Facebook Ads Manager.
🔐 Security – For security and privacy reasons all PII information is hashed when our system pulls, process and pushes Salesforce data. We do not access, store or send any readable PII data at any time. You can view a full list of hashed values here.
Configure Your Salesforce Facebook Integration To Create A Conversion Feedback Loop
Let’s take a closer look at customizing your Salesforce Facebook integration so that you can send quality lead conversion data directly to Facebook in real-time. Below, we are going to jump right to configuring Salesforce.
Note: To get instructions on creating your first Salesforce Data Connector follow the steps from this guide.
First, select the Salesforce object where your lead data is stored. In this case, let’s select the Lead object.
After that, define the Salesforce Field that stores your Facebook Click ID (fbclid).
Note: The Facebook Click ID does not get passed to Salesforce by default. Coordinate with your CRM manager as to how you are capturing and storing the Facebook Click ID on lead capture in Salesforce. This field is recommended for higher match rates but not required.
Lastly, choose a timestamp to use as the conversion timestamp when sending conversions back to Facebook. Typically we recommend using a timestamp that represents the date of the conversion or action.
Using Rules To Filter Down To High-Value Salesforce Leads
At this point, we have defined our object, set the Facebook Click ID (fbclid), and assigned a conversion date timestamp.
Now, let’s move on to selecting fields and field status/values that we want to include as conversions.
For example, let’s select the Status field and include all people that are Working – Contacted.
However, we only want to include high-value Working -Contacted leads. To only include high-value leads as conversions click +Add
Now we can leverage the AnnualRevenue field and set a rule to only include leads with an assigned revenue value that is greater than $100K.
You can use any available field to refine your leads by value. In this example, we are using a revenue field. Another use case is to use the Company Size field.
The last Salesforce step is setting the conversion import frequency. If you are spending aggressively, $50,000 or more per day, on Facebook and driving high lead volume you would want to set the import Frequency to every 15 minutes.
Note: Frequency and lead volume impact your total number of allotted API calls. If you select a higher frequency ensure that it falls within your Salesforce account API limit. Learn more.
Configuring Your Facebook Integration
First, select the active Pixel for your Facebook Ad account.
Next, you have the option to use Facebook Standard or Custom Events as your B2B Facebook Ads lead conversion.
For example, let’s create a new Facebook Custom Event. To create a new Custom Event simply type in the name of the event you would like to use.
Note: For existing custom events type the exact event name matching the event name in your Facebook Events Manager into the custom events field.
You can leverage additional customer information to match event instances and send value-based data along with your events.
For example, we are sending the First Name and Email values for advanced matching. We are also sending the AnnualRevenue value to assign an event value to each lead conversion.
Note: If you did not assign a fbclid at least one field is required for Facebook to match back Salesforce events. The more fields you include the higher the match rate.
Click Activate and you are all set.
Finding your B2B Facebook Ads Conversion Events
To view conversion events our system sent to Facebook go to the Events Manager.
In the overview tab look for your new custom, standard or existing custom event and expand the detailed view.
Note: It can take up to 60 minutes after activating your first Salesforce Data Connector before events are available in the Facebook Events Manager.
Next, click on View Details > In the Event Overview tab and you can view the number of events sent via the browser pixel (if already sending browser based events) and the number of events sent via the server.
Aggregated Event Measurement
If the event you are using is not one of the eight standard events assigned you cannot optimize for that event. Therefore, you need to make sure to add it.
In your Events Manager go to Aggregated Event Measurement > Click on Manage Event > select your domain and click on Manager Events.
Select Facebook Pixel and choose your new custom, standard or existing custom event and assign its priority.
Note: Since the event is being sent serve side it is associated with the Facebook Pixel not identified as a custom conversion.
Once defined you can use the new custom, standard or existing custom event as the conversion objective for campaigns moving forward.
Adding Events to the Facebook Ads Manager for Reporting
Standard events will automatically be available for reporting in the ads manager.
However, custom events only become available for reporting in the as manager after adding your new or existing custom event to the priority conversion set.
To add your your new custom, standard or existing custom B2B Facebook Ads events to the Facebook Ads Manager for reporting go to Columns > scroll down to Customize Columns > Select the new custom, standard or existing custom event as one of your conversion columns.
Running B2B Facebook Ads with a manual pipeline feedback loop is limiting. However, creating a real-time value-based pipeline feedback loop and optimizing for quality leads produces a successful B2B Facebook Ads strategy that can scale 📈.
You can learn more about our Salesforce Facebook Integration here: