From SEO to PPC, there are plenty of digital marketing channels from which to choose when you’re ready to promote your business and grow your audience. When you run a paid social campaign on Facebook, Instagram, or another platform, it’s easy to focus only on driving traffic and getting new followers. But that doesn’t mean you should neglect conversions once they arrive at your website. After all, conversion rates don’t have to be high in order to make your paid social campaigns successful—they just need to be consistently higher than the cost per conversion.
Not all paid social campaigns are created equal, and even the best SEO agencies can run campaigns that aren’t optimised to bring in traffic and ultimately increase revenue. In order to ensure that your paid social campaign performs well and delivers on its promises, be sure to integrate these three micro-conversion strategies into your paid social strategy from the very beginning. In this guide, we’ll show you three micro-conversion strategies that are easy to implement and can help boost the performance of your paid social campaign from start to finish.
The Importance of Conversions
Advertisers today often rely on paid social media campaigns to market their products, but the importance of conversions can be easily overlooked. They need to understand that all of the ad impressions and likes in the world are ultimately meaningless if they don’t convert into paying customers. That’s why it’s so important for businesses in every industry to set aside time and resources dedicated to understanding paid social conversions.
What are Micro-Conversions?
Micro-conversions are small actions people take on your website that indicates some level of engagement, which eventually lead to larger conversion goals. Since people don’t always buy right away, it’s useful to know what points in their buying journey they engage with, so you can hone in and optimise your paid social campaigns. For example, if you’re selling concert tickets, a micro-conversion might be a Facebook user who watches a video on your page. Some other examples include: subscribing to a newsletter, downloading an eBook, etc. Compared with SEO services and other forms of advertising, Paid Social ads provide marketers with better analytics and reporting capabilities so they can measure these micro-conversions and improve their campaign ROI.
Why Micro-conversion Strategies are Crucial?
If you want your social media campaign to work, you have to treat it like any other digital marketing campaign. This means making micro-conversion a crucial component of your overall strategy, and implementing micro-conversion strategies across all of your platforms.
With some cleverly selected micro-conversion strategies, you can decrease the cost-per-landing page view by 60%, lead-generating rates by 71%, and increase the conversion rate by 65%.
Optimise Your Social Campaigns for Website Engagement
Optimising for website engagement rather than clicks improves micro-conversions and thus, ROI. Website engagements are better signals for visitor intent than link clicks. Pushing towards people who are more likely to take any action on your website usually means you will find users of a higher quality with a greater chance of converting than if you tried to just get people to click on your links.
Steps to Optimise Campaigns for Website Engagement
- Be sure to track what actions people are taking when they land on your website.
- Open Facebook Event Setup Tool under the Event Manager on the All-Tools menu. From there, select Add Event and then click From the Pixel. To start the Event Setup Tool, you’ll need to enter your website address in the field on the left-hand side of the screen. You’ll also need to make sure that the Event Setup Tool window is the active window, so go ahead and click on the blue ribbon on the right-hand side of the screen. When you open your site, a box will pop up on the left of your screen showing your available options.
- From the New Event popup menu, choose the type of conversion you want to track. In this example, we’ve selected the Contact Us button and have designated the event as Contact. You can repeat these steps to set up additional conversions.
As soon as you finish recording all the event details, the information will populate in Facebook’s Event Manager and you can get started optimising these events.
Retargeting Audiences Based on the Time Spent on Landing Pages
The more time spent on your landing page, the more likely a user is to perform a micro-conversion: fill out a lead form, download an ebook, etc. Retargeting users who spend considerable time on your site will increase micro-conversions.
Steps to Retarget Audience
- Go to All Tools in Facebook Ad Manager and click on select audiences.
- Select a custom audience from the drop-down menu, and then choose the website as a source.
- When you are in the Events menu, choose Visitors by the Time Spent there. Start with 25 percentile and this gives you the most sizeable audience.
- Test and compare performance.
Capture Missed Sales Opportunities
Campaigns drive sales, but they’re not always perfect. Some visitors come and don’t convert. If you know how to capture these missed sales opportunities, you can get more micro-conversions and increase your sales per lead. That is why you should use missed sales opportunities as a way to optimise for conversions for your paid social campaigns.
Steps to Capture Missed Leads
- Determine the lead generation ad formats within your ad manager accounts
- Choose your audience based on users who opened instead of users who submitted. For this specific micro-conversion, always focus on those who opened the form but didn’t submit to track the missed leads.
- After creating form open segments, wait for the leads to populate and then track results.
With these small, but notable efforts, we have the valuable data that gives us the best results for the future. Long-term investment and conversion goals enable us to improve the short-term micro-conversions. Get in touch with us for to know more about PPC ad conversions and our SEO packages.