As the largest social platform abroad, Facebook's traffic effect can not be underestimated, Facebook provides a very rich form of advertising, and the platform's operation function is also relatively perfect, each will optimize iteration, start in 14 years to run click ads, and then open the most traditional conversion ads, and then Facebook online DPA ads, can be said to be several cross-border e-commerce advertising model attempts. And also achieved good results, and then I will share with you how I do the optimization of conversion ads.

Conversion ads, as the name suggests, increase corporate exposure by running ads on Facebook platforms, resulting in conversions. Regular website operations have conversion metrics for registration, adding shopping carts, and payment completion, which I mean by conversion hereThe entire process by which a user browses an ad to complete an order payment on your site counts as a conversion.

Then our goal is very clear, is to optimize advertising delivery, and constantly reduce the single conversion costs of registered members, increase sales, in order to achieve the siteROIGoal.

We also have two main data indicators, one is the traffic from advertising and the other is the number of registered users from advertising, which can also help us measure the effectiveness of advertising, but our main objective is that all adjustments to registered members and ROI need to be targeted at both indicators.

Unlike click ads, display ads, unit price is cheaper, we can allow many attempts and mistakes, conversion ads registered members tend to be higher, all need to touch those who have a strong willingness to buy users.

To achieve higher conversion rates, you need to serve ads to more relevant and willing users. We can use click ads to rank people on our website to get more people who are more willing to buy.

Facebook ads use the example of regular conversion ads, including ad language, ad images, and target landing pages.

Financial advertising language: Provide as much advantage information as possible for all target landing and target page communications

A brief summary of the target page, a simple excerpt of all the content of the ad, preferably in the form of an event

The target landing page: Websites are better off selling more popular items, or more beautiful, more beautiful items, in order to attract more traffic.

Here I tell you an experience, after many experiments, the effect has been relatively ideal, that is, advertising as far as possible preferential activities, users have the habit of taking advantage of the advantages, we can use a variety of promotional means to attract users to the site, and the user's purchase intention, usually the site's old customers,Generally more sensitive to the operation of the site, greatly improving the click-through rate - through the advertising ratio. Activities can take the form of promotional discounts, customs clearances, coupons, etc.

Once the content is ready, we will be able to officially advertise, which is relatively simple, Facebook has specific steps to explain the process, direct step by step according to Facebook's tutorial junior users can also vote.

The most important process of advertising optimization is to pursue the role of advertising, and according to the role of advertising timely adjustment of advertising strategy.

When to start looking for it, my advice is to start stalking ads when they have data. Of course, according to personal habits, my habit is to pay attention to the advertising data every time period, so that I have a better judgment on the whole way to achieve a role.

I divided the ad core tracking data into 2 time periods, one is not the data tracking when the conversion is generated, and the other is the data tracking that generates the conversion.

When no conversions are generated:

2 Click: How many people respond to ads

2 CTR: Click-through rate, user feedback on ads

2 Fact score: The higher the quality score of your ad, the more users you reach

2 Frequency: The number of times an ad appears on a user's news feed is primarily related to the budget of the ad, the user base of the ad, and the length of time the ad is running, and of course the quality of the ad.

Click, CTR, relevance Score 3 indicators are all indicators of ad quality, these factors need to depend on the quality of the ad image, the attractiveness of the ad language, the relevance of the ad image and the target page.

After the conversion:

The main indicator after the conversion isCPA和ROIIt's gone.

Of course, data that doesn't generate conversions also applies to conversions, and relying on that data can greatly improve your ad performance.

Tips:

1. Starting an ad is not clear which ad is performing better, and in order to achieve results faster, it is recommended to build a few more test ads under an AD SET, because an ad below the set has a budget that Facebook allocates to better-performing ads.

2. Promotional advertising effect is good can not always run the same content, according to the site's operating activities to make timely adjustments, our site is done vertical segmentation, the user base itself is not big, when all users of the freequency data is too large, users have a tired period, of course, such as WeChat Alipay users do not have to worry about running at all.

3. I have always believed that compared to overseas competitors, the best result for domestic users to do Facebook ads is conversion ads, because conversion ads are the lowest creative requirements for creative materials in all ads. Domestic website, if there is no big platform to do the background, creative this piece can not spell foreign companies, so grasp the conversion of advertising, will certainly bring a substantial improvement to the performance of the site.