The Beauty of Facebook Custom Conversion Ads
The restaurant business gets trickier the larger you grow. When you have a few spots, advertising is easy to measure. A little word-of-mouth, some social media advertising and a coupon or two in your local newspaper do wonders – but when you have dozens or hundreds of locations, you need a more organized and measurable approach.
At their core, Facebook’s custom conversion ads help you do that.
Without getting too technical, most businesses have Facebook pixel codes on their websites (or should have). This lets them
use the Facebook ads manager to track visitor actions such as key page views, searches, when items are added to your
shopping cart, when a customer clicks on “subscribe” or when an online order is completed.
All you do is install the Facebook pixel code on your website, modifying it to track the data you find most relevant. Then, visit your Ads Manager on Facebook. From there, you can access all the tracking you set up.
Facebook has certain presets to help you track specific events and pages, but the social media platform also has another option for you to optimize and track visitor actions – and the best part is that you don’t have to change your Facebook pixel code.
Instead, you just use special URLs. For instance, if you have an option for visitors to subscribe to a newsletter, you might have a URL that looks something like http://www.yourrestaurant.com/thankyou.
Under the Tools in your Facebook Ad Manager, you can create a custom conversion that tracks when your website visitors click through or “convert” on one of your URLs that contain the phrase “thankyou.” You can also track specific URLs in their entirety or, if URL rules won’t work for your website, you can use events. All in all, you can track up to 40 custom conversions.
Custom Conversion Ads
Now, custom conversion ads are where this important tool really shines. Facebook lets you create ads that target these specific conversions. All you have to do is create a campaign and set your objective to increase conversions. For example, let’s say you are launching a new menu.
You can use Facebook custom conversion ads to create a carousel of images of your new dishes. Using this framework, you can track which images resulted in the most click-throughs. Facebook can also help out by optimizing your custom conversions so that your ad is shown to the people most likely to click-through.
Why Custom Conversion Is Beautiful
Before Facebook introduced custom conversion, you would have had to set everything up through the Facebook pixel and you couldn’t track everything as easily as you can now. You could have added a Facebook pixel to each page, but that was just time-consuming and messy.
Plus, tracking multiple conversions was difficult if not impossible depending on how you had everything structured. Now, with custom conversion ads, you can test the effectiveness of different campaigns and create campaigns that target different groups. Facebook does all the heavy lifting.
Facebook, “How do I set up the Facebook pixel for conversion optimization and tracking? Advertiser Help Center, Facebook Business. [Accessed: https://www.facebook.com/business/help/1662592027337096]
Facebook, “How do I use custom conversions with events and parameters?” Advertiser Help Center, Facebook Business. [Accessed: https://www.facebook.com/business/help/434245993430255]
Facebook, “What are custom conversions and how do I use them?” Advertiser Help Center, Facebook Business. [Accessed: https://www.facebook.com/business/help/780705975381000]
Kissmetrics, “How to Take Full Advantage of Facebook’s Custom Conversions” [Accessed: https://blog.kissmetrics.com/custom-conversions/]