TRANSCRIPT: Hey, this is Jason. One of the things we rely on the most when it comes to paid traffic is custom conversions. So inside Facebook, there are a couple of different ways that you can track conversions using the Facebook Pixel. And one of the things that we do is we’ll set up custom conversions for important pages in our website. So what that does is when you set up a custom conversion and somebody hits that page, then it will go through and track where that person came from, what ad they clicked, and it will give you some reporting based on the numbers you’re looking for. So for instance, if we have an advertorial that is linking to a sales page, then we’ll run Facebook traffic, maybe a video to the advertorial. They click the advertorial… Well, the advertorial is a key content page.
So they will read the advertorial, click the link in the advertorial, and then go to the sales page. Once they are on the sales page, then they click the add to cart button, or the call scheduling button, or whatever and they go to the next page. So if each of those pages are tracking with a custom conversion or tracking with the Facebook Pixel and a custom conversion is set up, you can create a lookalike audience based on that person and you can also re-target them based on that custom conversion. So there’s a lot of really, really great things that you can do when you’re using custom conversions outside of just your audiences. So this little clip is from the paid traffic module, a funnel formula, and it walks through how we use custom conversions. And then you want to create custom conversions for main pages.
So all of your add to cart pages, you want to create a custom conversion. All of your landing pages, you want to create a custom conversion for those. Your lead magnet confirmation pages, your sales confirmation pages, and your key content pages like your blog posts, your advertorials, any of these content-based assets, which we already learned about, you want to make sure to set up a custom conversion on all of those pages. So Facebook knows when somebody hits this page, this is what they are. When somebody hits this page, this is what they are. They are buyers, they are prospects. This was a key content page. This was an add to cart, a shopping cart abandonment. You want Facebook to know all this stuff because then they can automate your marketing for you. They can actually automate the ads and do all kinds of crazy stuff and getting that person back into your funnel.
Now whenever we launch a client’s page traffic, we always roll out the campaigns, we install the Pixel, we create the audiences, all the audiences that we have at first. And then we create the custom conversions we go through in all the key pages. It’s a shopping cart page, it’s a blog post, it’s an advertorial, it’s an order form, whatever. We make custom conversions for all these pages so that we can track, and that ends up being a crucial kind of metric KPI strategy for the campaign. It’s something that we can look at quickly just by logging in to the Facebook Ad Manager, glancing through, seeing all of the conversions, seeing what’s happening and how our ad campaigns are influencing the conversions, and then going from there.
So if you would like to go through and learn how to run traffic for your funnels, check out the Funnel Formula Masterclass here.
And if you would like to get on the phone with us and talk about paid traffic or talk about putting together a sales funnel for you, click here to schedule an Action Plan call!