Whenever I run Facebook ads, I choose the “Boost Post” or “Page Post Engagement” campaign objective when I start out. The only exception is when I run ads for clients for mobile app installs.

Optimizing for website clicks means you’re bidding on the CPC, which paradoxically often winds up in a higher CPC on your ads.

I get the lowest CPC when I optimize for page post engagement.

Ans so for most businesses I would start with optimize for post engagement.

Once I get 1,000 sales and my Facebook pixel has enough data, I start running ads with the campaign objective “Optimize for Conversions”. But you need enough data in your pixel for Facebook to do a good job. So don’t optimize for conversions too early. Test small and then size up later.

Just because it says “optimize for website clicks” doesn’t actually mean will effectively be optimized for website clicks. Again in my experience the best thing you can do is “optimize for post engagement”, find a nice interest that you can target on Facebook and have a great ad.

Plus, once you have your first campaign optimized for post engagements, you want to make sure you have your Facebook pixel installed. You can do that in your ads manager, you just click where it says pixel. You’ll get a shortcode or number and you copy that to Shopify on the settings menu.

Once that is done, Shopify will measure your conversions such as add to cart, initiate a check out, purchases, etc… And the more data you have the more accurate will be your “optimize for conversions”.

You can also create a lookalike audience based on your sales, and then target people who are the most likely to become buyers.

Give it a try. Make sure you target the right metrics and see what your results are like.

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Posted by Till Boadella

My marketing agency Nexilitas™ and I have helped bootstrap startups from zero to six figures a year, doubled, tripled and even quadrupled the revenue of established businesses and broke two industry records with product launches. I have a track record of successful marketing campaigns for clients in the fitness industry, health industry, permaculture industry, motorsport industry, music industry and many other retail branches. I’ve built campaigns for celebrities, large corporations and many experts and “gurus”. Think of me as the mastermind pulling the strings behind the scenes. I’ve seen what works and what doesn’t work in marketing and business. And now I’m drawing the curtains and revealing everything I learned, without sugar-coating or hiding the truth. Subscribe to the Till Boadella Show on YouTube and iTunes.


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