• ClickInsights

Drive Sales with Your Conversion Campaigns with Facebook’s Conversion Playbook

A conversion campaign is a targeted campaign that is wholly aimed at driving more sales for a business. It helps you boost your business if your project has grown enough. Therefore, a conversion campaign is different from an awareness campaign as it assumes at the outset that the customer has already traveled much of the way across the awareness spectrum. Hence, the conversion campaign is merely a way to help the customer find a way to express interest in the product or service that you’re promoting.


Conversion campaigns can play a major role in helping you boost sales. Thankfully, Meta’s Conversion Playbook offers a list of best practices and a step-by-step guide to help you get improved results for your next campaign. Read on to know how to get started with an effective conversion campaign and the best practices that you can follow to make the campaign successful.


1. Getting Started with a New Campaign

To start a new campaign, go to Ads Manager and select +Create. Select Conversions as your campaign objective and continue.



2. Campaign Level Recommendations

Always remember to give a name to your campaign. Also, select a special ad category if you’ve got one. Select Auction as the Buying Type and Conversions as the campaign objective.



3. Campaign Budget Optimization

Turn on the campaign budget optimization. Campaign budget optimization tends to work best when accounts are optimally set up. So, if you choose this option, make sure to avoid ad set overlap.



While setting your campaign budget, take the average cost per result from your previous campaign and multiply it by fifty. The number obtained through this calculation should be your minimum weekly budget. Make sure to choose the lowest cost for your campaign bid strategy as it will maximize the conversions that you can get from your budget.


4. Ad Set Level Recommendations

Set Website as your event location and choose your conversion event from the dropdown. The selected event is the action that you want your audience to take while visiting your site and you should choose a standard event for the best results. Try choosing an event that has at least fifty pixel fires on your website every week.



Also, make sure to turn on Dynamic creative to provide creative elements such as images and headlines. The Ads Manager will automatically generate combinations optimized for your audience.



Set your Optimization for ad delivery as Conversions and your Attribution setting to Seven-day Click.


5. Budget, Audience, and Placements

Use the formula mentioned above for setting the campaign budget to calculate the amount that you should be spending ideally. Choose a start and end date for your ad. Meta recommends running a campaign for at least a week.



While selecting your audience size, try keeping it between 2-10 million. This will help the delivery system identify the best people to show your ad to. Ensure that the Detailed targeting expansion is on.



Select Automatic Placements while setting your ad placement as they maximize your budget and help you reach more people. The delivery system will allocate your ad set’s budget across placements based on where they are likely to perform best. If you don’t select Automatic placements, use at least six placements.


6. Ad Level Recommendations

After you’ve named your ad, choose your preferred ad format and media. Since videos are more catchy, we’d recommend you to use videos as media. If you don’t have a video, try creating one using your existing images by using the Create Video option. Check what your ad looks like by turning on Preview. You can also check what it will look like in different placements like Reels, Stories, and Feeds.



Turn on ‘Optimize creative for each person’ to enhance your ad and show its best version to your audiences. This will drive the overall campaign performance too.


While adding the primary text and headline, keep the text short so that it doesn’t get cut off. Ensure to highlight the value of your offerings. Make sure that the website URL entered by you is correct.


Finally, choose a call to action that syncs with the action that you want your audiences to take.



Once you’ve filled in these details, you’re ready to hit the Publish button.


Wrapping Up

Facebook’s Conversion Playbook is ideal for people who want to get started with its conversion campaign while also educating themselves about the best Meta conversion campaign practices. Hopefully, this guide will come in handy for you.


If you are new to Facebook Marketing and want its step-by-step conversion guide, download the Conversion Playbook here.