We all know Facebook campaigns with Conversion objectives. The idea is to define a standard or custom event tracked by Pixel as a conversion action so Facebook Algorithm can optimize the ad delivery by showing ads to users who are more likely to complete that action. This can be visits to a “thank you” page, e-book download confirmation or in more complex cases we get to set a Custom Conversion for events such as button clicks, time spent on a page, scroll depth, etc. We have a blog post on that, in case you’re interested.
But, what if our desired conversion is something not online and therefore not trackable by Pixel? Here are a few examples:
- A business that runs lead generation campaigns and follows up with leads over the phone to qualify them. They would like to optimize the delivery towards gettings SQLs (Sales Qualified Leads)
- A chain business that runs store traffic or coupon download campaigns, but the final transaction (conversion) happens in the physical store and on a POS (Point of Sales) machine. They would like to optimize the delivery of their Facebook Ads for customers with the highest Lifetime Value.
- A client who promotes events on Facebook but would like to measure and optimize for event attendance and not just online registrations.
This is where Facebook Offline Events feature shines. Let’s see what it is and how it works.
As you can see in all of the above examples the conversion is an offline event. Offline Conversion tracking allows us to close the tracking and optimization loop by feeding offline data back to the Facebook algorithm and tie our digital efforts to real-world outcomes. As a result, we will be able to answer questions like:
- Which Campaign / Ad set / Creative generated the most successful phone calls?
- What Age group / Geo / Gender / Placement performed the best in terms of generating SQLs (Sales Qualified Leads)?
- What Campaign / Ad set / Creative has generated the highest amount of in-store sales?
Excited? Let’s see how we can activate and use this powerhouse!
The first thing we need is an Offline Event Set. Facebook creates one by default that you can use to associate your ads with. You also have the option to create one from scratch. To do so, go to Events Manager > Add New Data Source > Offline Event Set.
Offline Event Set can be associated to Ads under Tracking settings. If you have created new event set(s), make sure to pick the right one in the Ad level.
There are two main ways to add transaction/conversion data to Offline Event Set:
- Syncing it with a CRM through Offline Event Set API: They have several integrations for popular CRM, Call Tracking, and Sales platforms. Check out here for a complete list of all available integrations.
- Uploading a spreadsheet: Sounds tedious but in many scenarios, this is the quickest way to get started with Offline Conversions and test its effectiveness. You can export transaction data out of a system that doesn’t support the API and manually upload it to your Offline Event Set. The process is very similar to uploading a customer list to Facebook. The best practice is to upload your data in the shortest intervals possible. Facebook recommends biweekly, but the shorter the merrier!
There are 3 types of information that you can upload to an Offline Event Set:
- Customer Data: Information like First/Last Name, Gender, Age, Phone Number, E-mail address, Zip Code, City, State, Date of Birth, Year of Birth or Mobile Advertiser ID
- Event Time: The time that the offline transaction has occurred. You can upload events for the last 2 years if you have them available.
- Event Details: This includes information such as: Order Value, Currency, Item Number, Event Name
Once the data is uploaded, Facebook tries to match the column headers of the CSV file to a supported field. Always make sure to review the mapping and correct it if necessary.
So now that we are familiar with creating an Offline Event Set and uploading data to it let’s take a look at a few interesting things that we can do with it.
As we said at the beginning of this post, the main purpose of creating an Offline Event Set is to get cross-channel insight into your Facebook campaigns and evaluate the performance based on the attribution for offline outcomes. There is even a column preset in Ad Manager for this. For example, you can tell what audience converted better offline.
Another wonderful thing we get to do with Offline Conversions is to optimize ad delivery for an offline outcome. You can use the fields uploaded as parameters to define a Custom Conversion that makes the most sense for your campaigns. Examples:
- Loyal Customers: Customers who visit and shop at your store frequently and their order values exceed a certain threshold.
- Qualified Leads: Leads who answered the follow-up phone call from your sales team and accepted to attend a live demo meeting.
Offline Custom Audiences
Use your Offline Conversion information in your retargeting campaigns. Target customers who have shopped with you before but probably need to be reminded for a revisit. Or, leads who have been sent a quote but you never heard back from them.
And my favorite usage of Offline Conversion is using them as lookalike seed to reach people who are similar to those who have already completed the offline transaction. Create lookalikes based on your most loyal customers, most engaged leads or highest value subscribers.
Offline Conversions is an underutilized feature or Facebook Ads platform. It can open up numerous opportunities for businesses that part of the customer journey happens in the offline world. It may sound complex to set up but it’s really easy to maintain after the initial setup and the value you can get totally justifies the time you invest in it.
5 Effective Ways to Run Facebook Ads A/B Tests
Facebook Ads A/B Tests or split tests help them try different versions of ads with various campaign elements. This process helps them arrive at the best version for the organization’s target.
A/B Tests offer a vast pool of resources to try out various versions. You may get caught up and lose your way to arriving at the best version in a limited time. To better understand this topic you can read the Facebook ad testing guide. Here are five effective ways to run Facebook Ads A/B Tests-
1) Start with the minimal number of variables
This approach will help you analyze the impact of a variable much better. The lesser the variables, the better will be the relevant results and more conclusive. Once you have various versions, you will need to run them through the A/B Significance Test to determine if the test results are valid.
2) The second way is to select the correct structure.
There are two structures in A/B tests. One is a single ad test, and the other is multiple single variation ad sets. All the variations will go under one ad set in the first structure. Each variation will be under a separate ad set in the second one. Out of the two, the second one works out to be better and gives better results.
3) Use of spreadsheets is important to stay organized.
These spreadsheets help collect and analyze data to get meaningful insights and arrive at data-backed decisions.
4) Do target advertising and set realistic time goals.
One approach is to choose an entirely new set of audiences. Also, the data pool should be vast and not the same as some existing campaigns. The reason for choosing a different audience is that Facebook may mix up your ads and give contaminated output.
Another approach to choosing the right audience is to pick geography. It works better, especially when you have business in a particular region.
It’s also essential to set a realistic timeline for your testing. Facebook suggests one should run a test for at least four days, but you can choose to run the test for up to 30 days.
5) Set an ideal budget.
The concept of a perfect budget is subjective. But, you can fix it yourself, or Facebook can do that for you based on your testing data. A large part of the test budget is spent on avoiding audience duplication. If the same audience sees variations, it could affect the test results.
Besides these top five effective ideas, you will need to take a few more action points to make the testing process efficient. Make sure you put the website’s domain link and not the landing page link in the ad, as that doesn’t look good. Put appropriate Call To Action Button, such as ‘Learn More,’ ‘Buy Now,’ etc. It’s also important to see how your ad is coming across on various electronic gadgets- mobile, tablets, etc.
Another strategy that works is trying to engage the customer. You may add social engagement buttons such as ‘Like’ or ‘Comment.’ Use high-resolution images as they work better with the customers. Low-quality, highly edited images are often not liked and trusted by the consumers.
You can learn more about the audience behavior patterns with A/B test results. Conducting these tests on Facebook streamlines the entire process and makes it smooth for you. With the test results, advertisers and marketers can work on the creatives they need to utilize.
To sum it up, you can run an effective A/B test campaign within the specified budget. You don’t need to spend massive amounts to get your advertisement right. You’ll make the correct assumptions about the performance of variations with a good understanding of business and consumers.
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