When creating ads on Facebook and Instagram I never recommend creating a campaign optimizing towards likes. There are many reasons not to. I try and remember the phrase “likes don’t pay bills”. What I mean is there is no direct correlation with the number of likes you have and the number of new clients or sales you get.
So why do like campaigns not pay bills? Think of how little effort it takes to click the like button. You can effortlessly click the button in less than a second and forget about the brand. Think of how many pages you like on Facebook and Instagram. How many of those brands you have bought from recently? I am not saying likes are bad but do you want to pay tens. hundreds even thousands of dollars for people to like and never buy from you?
Here’s what you should do instead. When creating a campaign on Facebook or Instagram when selecting your goal, choose something that will lead to more customers or sales:
Traffic
What makes traffic campaigns a great alternative to like campaigns is that you can drive users to your website. If you install the Facebook Pixel you can optimize towards landing page views. This means that someone clicked and loaded your website. You can also capture that users information to use for remarketing. Then you can show that user a different ad after they visited your website with a different message more intended for purchase or acquisition.
Lead Generation
Another campaign type that is a great alternative to like campaigns is lead generation. This is where a user clicks on your ad and a pop-up lead appears and a user can fill out their information. By using the lead generation form, you can capture a users name, email address, phone number and more. The information can be added to your own email marketing lists and they can be up followed with, in the future. A great way to increase form fill outs is to offer something in return. I offer my free guides in return for a user’s information, but every business is unique in what they are able and willing to give away for a contact fill out.
Conversion
Conversion campaigns can be set up once you install the Facebook Pixel. These campaigns allow you to optimize for purchases, lead form fill outs (on your own website) or downloads. The conversions are customized towards what is available on your website. They are based on URLs so it is important to have a unique landing page set up for each action you want to optimize for. Whether it is scheduling an appointment, filling out a contact form or purchasing a product.
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