Facebook Sales Ads Campaign

Facebook is an excellent platform that enables businesses to expand their reach to a wide range of target customers, promote products, and services, and build their brand. Every business operating in the market typically owns a website and aims to attract more new customers while driving sales growth. Facebook sales ads campaigns are the perfect choice to help businesses boost revenue and profits. If you want to understand more about this type of advertisement and how to implement a campaign effectively, check out the detailed guide below from Ad Support to gain valuable insights!

Learn about Facebook sales ads

With sales ads, businesses target users on Facebook, Instagram, and Messenger who are most likely to purchase their products or services. Through these campaigns, companies aim to boost online sales by reaching new target customers and building relationships using Meta’s tools.

Businesses can connect with potential customers through messaging platforms like Facebook Messenger, Instagram Direct, and WhatsApp. On Facebook, businesses can engage with customers via Messenger, allowing them to answer frequently asked questions, provide customer support, and close sales.

Instagram Direct fosters customer engagement, enabling businesses to chat, offer personalized customer care, and redirect users to their website or online store when they express interest in a product. Additionally, businesses can connect with customers on WhatsApp by answering questions and directing them to their website or online store by linking WhatsApp to their Facebook Page or ads.

After conversations and engagement, businesses can reach customers who are most likely to purchase personalized ads on Facebook. Facebook sales ads drive targeted audiences to a store or website. Alongside creating personalized ads, businesses encourage product discovery through shops on Facebook and Instagram. Here, customers can browse, learn about, and purchase products without leaving the app.

Requirements for running Facebook sales ads campaigns

This advertising campaign aims to identify new potential customers and increase sales. By targeting specific audiences on Facebook, Instagram, and Messenger who are most likely to purchase your products or services, you can ensure effective ad delivery.

Before starting a Facebook sales ad campaign, you need to set up and integrate the Facebook Pixel into your website. This tool allows you to track the actions of target customers, such as purchasing a product or service or adding an item to their cart.

You can also use the Pixel to target ads to individuals who have visited or interacted with your sales website or subscribed to your email list. This helps enhance campaign results and optimize advertising costs effectively.

There are two ways to set up the Pixel on your sales website:

Install Pixel via Partner Integration

Set up Pixel via partner platforms such as supported e-commerce sites including Shopify or WooCommerce or website platforms such as Squarespace or WordPress, etc. You can install Pixel by visiting the following link: 2https://www.facebook.com/events_manager2/partner_gallery_v2?act=1323123767857502

To start, you need a Business Manager account and go to Partner Integrations in Events Manager on the left toolbar. Find the partner platform your business is partnering with and select View Details. Then select Connect Account in the top right and follow the instructions to install Pixel.

Install the Meta Pixel Helper Chrome extension to verify that your Pixel is working properly and check for common errors. If you don’t see the extension icon in your browser, click the Extensions puzzle piece icon and select the pin icon next to it. Once installed, navigate to your website in Chrome and click the Meta Pixel Helper icon to ensure you find your Pixel.

Go to Data Sources in Events Manager and visit the Diagnostics tab to find and fix critical issues that prevent your Pixel from working properly. To prevent signal loss, set up the Conversion API. Go to Data Sources in Events Manager. Then go to the Settings tab and scroll down to Conversion API. Choose one of three installation methods: gateway, manual, or partner integration through a platform like Shopify or WordPress.

Manually Install Pixel on the Website

If your website is not hosted on one of Meta’s partner platforms, you will need to add and install the Pixel manually. Go to the link: https://www.facebook.com/events_manager2/overview?act=1323123767857502 to create and install the Pixel on your sales website to track customer behavior.

To create a Pixel, go to Events Manager and select Connect Data Source on the left side of the page. In the New Data Source Connection section, select Web and click Connect. Next, add the Pixel name and click Create Pixel. Once the Pixel code is generated, click Copy Code. Then enter the Website Url and click Continue.

Next, go to Events Manager and select Feed on the left side of the page. Select the Pixel you want to set up and click Continue to set up Pixel then select Meta Pixel and click Connect. Now select Install code yourself. Once set up, install the Pixel code on your website.

When setting up, locate the header code of your website or the header template in your web platform or CMS. Paste the base code at the end of the header section, just above the closing header tag. Ensure to paste the base code on every page where you want to track conversions. Now, return to Events Manager and click Continue to optimize the Pixel.

Next, install the Meta Pixel Helper extension on Chrome to verify that the Pixel is working properly and check for common errors. In the Data Sources section of Events Manager, visit the Diagnostics tab to find and fix problems.

Instructions on how to create a Facebook sales ads campaigns

Create and set up a new sales advertising campaign

Access Facebook Ads Manager, select the Campaign tab on the left Menu bar and click +Create to create a new campaign. When the new campaign creation interface appears, select the Sales goal to create a sales ad on Facebook and click the Continue button.

On the next screen is the method of creating advertising campaigns including Advantage+ shopping campaigns and creating manual sales campaigns. If you want to save time and effort, choose Advantage+ shopping campaigns. Here we choose manual sales campaigns. At that time, the sales advertising campaign setup interface will appear.

Then, fill in the name of your campaign and select your advertising category if your business falls into one of the special categories. Next, adjust the elements in the Campaign Details section, including order type, campaign objective, and campaign spending limit. You can activate the Advantage+ catalog ads status bar and create a catalog if you want to promote a product catalog. Then, complete the sections: Advantage campaign budget+, A/B test, and Reporting, then click Next.

Setting up a sales ad group on Facebook

In the ad group setup interface, name the ad group and select Conversion Location in the Conversion section. Conversion locations include: website, App, website and app, Message destinations, and Calls. For a sales ad campaign, you can only select conversion locations such as websites, Message destinations, and Calls. Normally, businesses often choose a Website to direct customers to the website to learn more about products and services and promote the purchase process.

However, if you choose the conversion location as the website, you need to install Pixel on the website to track customer conversion behavior after clicking on the ad. Once you have installed Pixel, you need to share the pixel created from BM with the advertising account. When setting up a sales advertising campaign, the Pixel will appear in the Dataset section.

You need to select the performance goal for the advertising campaign. For the conversion location on is website, select Maximize conversions and set up Conversion events and Cost per result target (optional). If you want to create dynamic content, activate the Dynamic creative status bar.

Next, set the budget and schedule for the Facebook sales advertising campaign. Here you will have 2 options for setting the advertising budget including a daily budget or lifetime budget. If you choose a lifetime budget, you will need to select the start date and end date.

Next, target your audience based on demographics, behaviors, interests, and geographic location, or select a saved audience file with the same language. Alternatively, you can select the Advantage+ audience if you want or customize the selected target audience. Now, select the placement for your ad, including Advantage+ Placements or Manual Placements. If you select Manual Placements, you can choose the placements where your ad will appear. You can also customize the Brand Safety and suitability section if needed, then click Next.

Create Facebook Sales Ads

In the next ad creation interface, name the ad. Then select Fanpage or connect to your Instagram account in the Identity section. In the Ad Settings section, select the ad creation source as Manual Upload or Advantage+ catalog ads. For manually created sales ads, you can only select the source as Manual Upload.

Next, choose the appropriate ad format including Flexible, Single image or video, Collection, and Carousel. In the Create ad section, upload the image or video file. When the ad template setup interface appears, you need to complete the details in the required fields including Creative setup, text, and media.

In the Destination section, enter the website URL and the display link, and add a browser extension button including Call (fill in the phone number), WhatsApp, or Instant Form (recommended). Alternatively, you can choose Instant Experience or Facebook Event. Then complete the sections: Event Details, Languages ​​, and Tracking. In the Tracking section, select Website events or Offline events and proceed to set up.

Finally, check the campaign for errors by clicking Review and fix them. When ready, click Publish to post the advertising campaign.

Create conversion events for Facebook sales ads

By setting up specific conversion events: add to cart, register and checkout, … to attract new customers to visit the sales website. From there, help improve conversions and increase sales on the website, application through messaging applications. Improve ad targeting to people most likely to buy. At the same time, optimize for specific actions: add items to the cart, purchase, …

Increase Conversions and Sales

Here’s how Facebook sales campaigns work:

First, you need to choose where the sale will take place: website, app, Messenger, or WhatsApp. Then, choose a performance objective to measure the success of your ad.

Based on information from the Meta Pixel, Facebook’s segmentation system will show ads to people who are more likely to visit your website and take action. These actions include: viewing a landing page, scheduling an appointment, sending a message, etc.

If you want to know how many people have converted, look at the Campaign Results column in Ads Manager.

Setting up a conversion campaign

You need to understand how a Facebook sales ad campaign works and then set up a sales campaign.

First, you need to ensure your Meta Pixel is installed correctly and working to help your ads reach the right target audience.

Next, you need to set up a Pixel event to receive conversion data from customers. With Meta Business tools like Pixel and Conversion API, you can measure customer actions on your website. Specifically, the number of people who click on your website or add products to their cart, etc.

Pixel and the Conversion API track actions as events that help you understand the behaviors directly resulting from your ads and the journey customers take. By utilizing events throughout each step of the customer journey, you can measure and optimize ads for the conversions that are most meaningful to your business.

The Conversion API is designed to create a direct link between marketing data and your system, optimizing ad targeting, lowering cost per action on your website, and measuring results. While Meta Pixel is essential, using the Conversion API or combining both tools is recommended to maximize ad performance.

Events are actions that occur on your website. Standard events, defined by Meta, are used to track and optimize conversions as well as build customer segments. The standard Meta Pixel events include: Add Payment Info, Add to Cart, Complete Registration, Add to Wishlist, Contact, Customize Product, Purchase, Submit Application, Schedule, etc.

When setting up your campaign, select Website as the conversion location and optimize for Conversions.

Maximize Performance with Conversion API

The Conversion API is a tool that helps advertisers use marketing data to optimize ad targeting, thereby reducing advertising costs per action and measuring campaign results more accurately.

The steps to using the Conversion API to optimize your ad campaigns effectively are:

Get started with the Conversion API by using a partner solution, connecting to the Conversion API Gateway, or connecting directly to the Conversion API. If your website operates through partner platforms, you can set up the Meta pixel and the Conversion API to work together.

You can also select the Conversion API Gateway in the data connection platform in Events Manager to complete the Conversion API integration. Or integrate directly with the Conversion API for increased developer control over the integration process to share website events, app events, or offline events.

The Conversion API uses Meta Pixel to connect marketing data across the customer journey (website, physical store, CRM, messaging, and app) to Meta. This data helps personalize content, optimize, and measure ads so they show ads to the people most likely to see them. Advertisers can control what they share.

For information shared via the Conversion API, consent is required. Designing your site experience will guide customers on how the data is used.

When deciding what data to share, review your terms and policies and consider how you interact with your customers. If you clarify your advertising goals, you will determine what data to share to improve your business results.

You should improve your Conversion API by regularly monitoring in Meta Events Manager. Make sure your Conversion API setup is working properly. This will help improve ad performance and lower your cost per result.

Track and measure conversion campaign performance

After you create a Facebook sales ad campaign, you’ll want to track the number of purchases and the cost per result. You can also look at your site manager’s analytics to see how much traffic is coming from Facebook and Instagram before and during your campaign.

These metrics are available in Ads Manager Meta and vary based on the campaign objective and the Pixel and app events you’re tracking:

Cost per conversion metrics: These metrics represent the average cost per conversion, including cost per initiated checkout, cost per add to cart, cost per purchase, cost per app install, etc.

Total conversion value metrics: These metrics help you understand the total conversion value tracked by your pixel or Facebook SDK. Includes: purchase conversion value, add to cart conversion value, and app activation conversion value.

Facebook Catalog Ad Campaigns

Optimize your campaigns with Advantage+ catalog ads, where advertisers can scale and personalize their ads for every potential customer. To get started, create a catalog and add your product inventory on Facebook or Instagram.

Drive more sales with Advantage+

By automatically creating personalized ads to show customers who buy relevant products in your catalog based on their interests and behaviors. Advantage+ catalog ads or dynamic ads use machine learning to create multiple personalized ads from your ad set to showcase relevant products from your catalog, maximizing performance and reducing cost per result.

Set up a catalog campaign

You need to create a catalog in Commerce Manager to use with your ads. Enable catalogs in Campaign Settings in Ads Manager when you set up your ads. To improve performance for Advantage+ catalog ads, create a high-quality product catalog and connect it to your Meta Pixel.

Ensure you have at least 20 items in your catalog, and make your products available for personalized campaigns. Aim for a 90% match rate, which indicates how many catalogs are available for ad targeting to help improve performance. Go to Commerce Manager and go to the Events tab to set up goals and track match rates.

Divide your catalog into product sets, where possible, with at least 20 items in each set. Each product set is set up to meet specific goals: highlighting key categories, optimizing profits, or driving future transactions.

Tips for setting up effective Advantage+ catalog ads

In addition to understanding how to create a Facebook sales ad campaign by catalog, you need to pay attention to the following to improve advertising performance:

For the sales objective, use the conversion button to select Use Catalog.

Next, you need to set the optimal bid strategy and conversion location. For the Sales objective, select Website as the conversion location. If you have a store that supports payments, select Website and Shopping to improve potential CPA and ROAS.

Implement the Conversion API to track valuable actions on your website and optimize for purchases.

Target the right audience: Target a broad audience to reach new shoppers and encourage them to visit your website. Then retarget people who are interested in buying and interested in your products and website. Or select Lookalike Audiences to find more people who are likely to buy.

Choose Advantage+ placements or 3+ placements to help Facebook’s delivery system deliver your ads where they’re most likely to perform.

Use a mix of creative formats: single image, carousel, or collection to help expand your reach to your target audience.

Tracking campaign performance

You’ll need to track purchase conversions and cost per result. Or look at your site manager’s analytics to see and compare traffic from Facebook and Instagram before and during your campaign.

Optimize your Facebook sales ads campaign

If you want to improve the performance of your Facebook sales campaigns, reduce your cost per result. At the same time, increase the connection of your ads to the people who are most likely to buy. Apply the following methods to optimize your campaigns:

Use the Conversion API to improve and increase the performance of your ads.

Unify your ads, ad sets, and campaigns to improve efficiency and optimize your advertising budget. At the same time, minimize audience overlap leading to poor ad delivery

When starting a campaign, you should target broadly to increase the ability to reach more people. Meta will automatically optimize your ads to reach the most relevant people possible.

You should use mobile-friendly videos for video ads to increase conversion rates.

Do A/B testing to see which ads bring the best results. This will help you understand which ad copy resonates with your target audience, or which targeting strategy drives more conversions, and ensure your audience is evenly distributed and you can compare changes as you change campaign variables.

Facebook advertising campaigns are a useful tool to help businesses reach new customers and increase sales. With the content we have shared, you have learned a lot of useful knowledge about running Facebook Ads!

Frequently Asked Questions