Leveraging Facebook Conversion Optimization for conversion objective campaigns can yield strong results.
However, have you ever tried to launch a campaign with minimal or no historical Facebook Pixel conversion data?
What usually happens?
You launch the Facebook (conversion objective) campaign only to find Ad Sets stuck in learning, and ad delivery getting minimal traction.
This can be frustrating. But the reality is without a substantial set of historical data Facebook Ads cannot optimize for conversions.
Especially since Facebook needs 50 conversions per Ad Set in a seven-day window for Facebook Conversion Optimization to properly work.
So given how Facebook optimizes ads here are our available options:
- Optimize for Link Clicks Until There is Enough Data to Optimize for Conversions
- Optimize for Landing Page Views Until There is Enough Data to Optimize for Conversions
- Optimize For Conversions & Link Clicks Until There is Enough Data to Optimize for Conversions
- Optimize for Soft Conversions
Let’s explore each one of these in more detail.
1. Optimize for Link Clicks Until There is Enough Data to Optimize for Conversions
Optimizing for link clicks is the least recommended option because in its simplest form it goes after clicky people.
The ad will be stuck in a dark abyss not optimizing towards a specific Facebook objective such as reach or views neither on-site objectives such as engagements or goals.
Note: In the past, I have seen a 40 – 60% drop from clicks to Google Analytics session data when running Facebook website conversion ads against link clicks only.
2. Optimize for Landing Page Views Until There is Enough Data to Optimize for Conversions
Optimizing for landing page views is one step better than link clicks because it will optimize against users that reach the landing page long enough to generate a page view.
I know this isn’t as valuable as soft conversions but it is by far better than link clicks. The reason being that you are going after users that will reach your page.
3. Optimize For Conversions & Link Clicks Until There is Enough Data to Optimize for Conversions
If you are trying to optimize your key performance indicator but have minimal volume, Facebook does allow you to spend the budget on both link click as well as conversions.
You can define how aggressive you want to go by selecting either:
Standard – “Spend up to a limited amount of the budget…”
Extended – “Spend up to the entire budget…”
Essentially Facebook is saying hey if you have no conversion how much of your ad dollars are you ok with us placing (potentially sacrificing) behind link clicks in hopes of driving conversions.
4. Optimize for Soft Conversions
For this approach, all setting are in place to optimize for conversions.
But instead of leveraging Facebook Conversion Optimization against your final conversions such as a purchase or lead generated you optimize against soft KPIs that are part of the user journey.
For example, if a user takes these following steps to complete a purchase:
Blog Scroll Depth/Time on Site
View Product Page
Add to cart
You would optimize against any one of the above-listed steps in the funnel. Ideally the one closest to the final goal as long as it generates enough conversion volume for Facebook Conversion Optimization Requirements.
To summarize these are some viable options you can kick into gear if your new Facebook campaigns are not getting traction.
However, don’t forget to have some patience 😉
Let campaigns run for at least 10 – 14 days after you applied your changes before deciding your next move so that you can give the system enough time adjust and optimize.