We covered the basics of your to-do tasks required BEFORE you can set-up Conversion Ads in last month’s blog post. Now, it’s time to dive into setting up the actual Conversion Ads.

Facebook defines a Conversion Ad as ads that get people to take action on your website. That action can be a purchase, filling out a lead form, signing up for a webinar, etc. Use this ad format when your goal for your ad is leads, email collection, and/or sales. We suggest an audience that is already familiar with you and your product. You might use traffic, video, or engagement ads to build awareness and educate users on your product, THEN conversion ads to retarget those audiences and, hopefully, generate a sale. Remember, every business is different, so you must test what will work for you and your business. When creating your marketing plan, social media ads are one piece of the marketing puzzle. You should always plan to come up with other ideas on how to get the word out and consider campaigns that will allow you to capture email addresses so you can use email marketing to sell long term. If you build your email list, you then own that data! Otherwise, you are at the mercy of different barriers like what platform is popular this week, changing algorithms, and privacy updates. If I had a crystal ball, I would say we have just seen the beginning of privacy changes with Apple iOS14.