TOF Conversion ads with Purchase event = more sales in Facebook
I got a solution for this & you can implement this to your ads to increase conversions
Are you running ads with View content or adding to cart events in the conversion objective? But not optimized for purchases on the TOF.
Read this newsletter carefully, I got a solution for this & you can implement this to your ads to increase conversions.
One year ago, I was running a TOF campaign with conversion objective only but optimized for view content or ATC. I also published a video on why we have to do that. Watch this video on Instagram
Is the trend changed?
Six months ago, I realized that whatever we do for certain early-stage e-commerce brands in Facebook Ads, is not working. Then we tested by running conversion campaigns with View content & purchase optimized for an e-commerce brand. Here are the results that we achieved.
Brand A sells Dog foods
Here are the results when we ran a conversion campaign with VIew Content optimization:
We got almost 217,633 visitors to the site by spending RS. 193,529.
We started getting from 0 to 23 sales per month.
Here are the results when we ran a conversion campaign with Purchase optimization:
We got only 23,853 visitors to the site by spending RS. 158,049.
We started getting from 5 to 89 sales per month.
If you look at the above data, we got traffic 10 times higher traffic when we run ads with view content optimization TOF. But just 23 conversions in a month.
The same strategy, we tried for 2 months & spent over 4 Lac ad spend people are not converting.
Is that fair? This is like throwing money in the dustbin right!
Here is what we learned from the funnel. Facebook delivers to the people who are more likely to take action based on the objective.
If you need sales, run conversion ads with the purchase events.
Don't ever optimize for view content by thinking I will bring more people to create awareness & then I will retarget them to buy from you. It never happens nowadays.
Don’t just take my words & our data, Go & optimize your TOF campaign with a Purchase event. See your results & compare them with previous data.