I'm trying to figure out exactly how this campaign objective thing works. I have a vague idea but I'm so new to this that I can't be too sure.
As far as my understanding goes, this campaign objective allows Facebook to determine the proper segments they should display your ads to. If using the page post engagements for example, they'll display your ads more towards people who are more likely to like/share/comment on your posts. Same for website clicks -- they choose a segment who are more likely to click through the ad and visit your page.
But I can't figure out how the website conversion goal works. They ask you for a conversion pixel before you can set up one of these -- my guess is because they're trying to analyze the similarities between those who converted for that pixel and show them to similar audiences?
If that's the case, then my question is this: if the conversion pixel that you're using has limited data, then just how targeted can using this campaign objective really be?
And more often than not, I've had more benefit with using page post engagements as my goal rather than website clicks. I'm not exactly sure as to why, but around 60-70% of the time my cost per website clicks are lower especially when people are engaging a lot.
Anyone care to discuss what's working for you?
Disclaimer: this is all to the best of my knowledge but not necessarily correct.
The campaign-level objective will change who the ads get shown to first, i.e. the audience subset. I believe this effects oCPM more than any other bid mode but I can't say I have tested different campaign-level objectives on CPM/CPC.
The initial audience segmentation is based on Facebook's global data about user activity, not yours.
Once the campaign starts, Facebook collects data on how users react to and engage with your ads and optimises the audience reached from there.
If you are optimise for post engagement then Facebook can track this all internally.
If you tell Facebook to optimise for off-site conversions then you are asked to provide conversion tracking, otherwise Facebook has no data to work with!
Normally, I would provide FB with conversion tracking for every campaign and place custom audience pixels. They say "the money is in the list", right? Well I sure as hell am building a list if I can do it for free!
As for the campaign-level objective question... test them for all your campaigns. How well the different objectives work will depend on the audience and campaign, and at the end of the day, once you reach the entire audience, the initial segmentation becomes history.
Thanks zeno! So if I understand it correctly...
Say I set up a website conversions campaign bidding using oCPM, but my checkout conversion pixel is completely new. When I launch my campaign, Facebook will show my ads to people who are more likely to trigger a checkout pixel using FB's global data.
Eventually over time, using my conversion pixel will gather enough data (according to this thread, need about 50 conversions within a week) they will optimize the ad and display it to people who are more likely to convert given that the audience reach is large enough.
Yes, correct - the oCPM algorithm will optimise the audience over time based on your conversion data, but the initial audience will be influenced by the campaign-level objective and oCPM bid weights.
Zeno, how do you manage multiple facebook accounts and conversion pixels on the same offer in terms of keeping the accounts separate.
For example, I have offer1 running on FB1 and FB2 (different accounts.) Don't want the accounts linked in any way.
If I give the advertiser the conversion pixels and even make sure they're untraceable, FB will still see 2 pixels firing at exactly the same time for the same person...and they'll see it over and over. Any risk in linking FB1 and FB2 like this?
If you're running one offer with two accounts... aren't you linking them anyway via identical affiliate links? Or are you cloaking so FB doesn't see them, at least for some amount of time.
If you're running enough volume to need multiple accounts, buy them, cloak, etc., then surely you can just ask your AM to make a private offer for you so that you can place different pixels for each account and use separate tracking links.
If it's a direct relationship then I presume you can just do the same!