Hey Guys
I've made a few threads about struggling to get enough reach when optimizing for conversions "purchases" on audiences +-1mil.
Finally found a awesome way to fix this.
I think the problem was that FB didn't have enough data from the purchase pixel yet to be able to target these customers, so what did I do?
Start Broader:
I optimized my ad campaigns for "people who clicked on a product on my landing page" by using a "URL contains keyword" custom conversion.
This I believe gave Fb a starting point, once people clicking on my products started converting into sales, this fed FB purchasing audience data with the "purchase pixel" (If setup correctly, see Zenos guide here on how to setup all these pixels/scripts)
Then Narrow it Down:
After about 10 sales once Fb has gathered enough "audience purchase data, I switch optimization from "people who clicked on a product on my landing page" to "purchase", this narrows optimizations and gives cheaper conversions and keeps audience reach.
I tried this yesterday, had 3 ad sets running with neck on neck conversions. Decided to test one ad set and sure enough conversions spiked on that particular ad set, changed all 3 to purchase optimization and they all spiked today with cheaper conversions.
This could be campaign dependent as this is the first time I have tried it, but it only makes sense doesn't it? Give FB the data and guide them to do the rest. This technique can be used in a lot of ways, you could even start the campaign "optimized for clicks to website", then "people who clicked on whatever" and finally optimize it for "purchase" What do you guys think?
Yes, FB needs a decent amount of data to optimise, and oCPM optimisation occurs at the ad set level. I am not sure if this is still the case right now, but this would mean that spreading traffic over multiple ad sets, diluting the conversions per day per ad set, would actually hurt you.
I can't remember the expectations... but you want to basically feed quite a few conversions in the first 24 h for it to work that well (hence the utility in optimising on an earlier event if the final event is limiting).
Yes franky88, generally you need about 25 conversions for FB to make FB optimize a campaign for ya. Just keep that in mind, the more conversions FB sees the better optimized your campaign gets.
Thanks Zeno and Fbqueen for your answers.
Does the length of time which conversions occur have anything to do with how well FB optimizes ads? ie, 25 conversions over 48 hours are optimized better than 25 conversions over say a week?
And one more thing, if I change my optimize goal to purchase only after the ad has received 25 purchases, does this still use gathered "purchase pixel" data for that ad? Or does it start gathering data from scratch?