This guest post was written by Etgar Shpivak, marketing consulting expert in the field of internet and social media, Facebook, and an internet marketing entrepreneur.
Facebook ads are one of the best channels for driving quality visitor traffic to websites. Facebook has excellent advertising products and an amazing targeting platform. Last year, Facebook launched an ad delivery method called oCPM (Optimized CPM), which means the advertiser pays for impressions, but Facebook’s ad algorithm attempts to maximize their business objectives.
According to Facebook’s developer site:
Optimized CPM allows the advertiser to prioritize marketing objectives and then serves ads based on these objectives in the most effective way possible, automatically. This allows advertisers to maximize the value they get from the budgets they allocate.
(Source: https://developers.facebook.com/docs/reference/ads-api/optimizedcpm/v2.2)
If your site has a conversion page, optimizing the campaign for conversion can be the best method to get quality leads at competitive prices.
For many advertisers, the campaign goal will not be a specific conversion (like a lead form or a purchase on the advertiser’s site). They are interested in relevant website traffic.
The simple optimization route that most advertisers will choose is “website clicks” in the Facebook campaign setup. That’s the problem.
The reason is simple – Facebook has many users whose chances of clicking are much higher than others. The problem is that a large portion of them do not necessarily interact with your content.
How to improve your Facebook campaigns using Google Tag Manager
The solution I found is very simple – the chances that users who stay on your site for more than X seconds will engage with the content are high. Very high. The average number of seconds in my opinion is 10 seconds, but you should adjust the number according to the specific content and business goals.
How can you check if this solution works for you? Through Google Analytics, set a goal for users who stay more than 10 seconds on the site like this:
If your site has content that takes more than 20 seconds to read and your goal conversion rate is lower than 50%, this little trick can dramatically increase the quality of traffic on the site.
Until now, the problem was that setting a Facebook conversion after a user who clicked on your ad spent at least 10 seconds on the site was something that required the IT department for every campaign. No more. Facebook’s big competitor – Google, with the new Google Tag Manager – comes to your aid with a simple solution that any campaign manager can implement.
The idea behind Google Tag Manager is simple; instead of the campaign manager asking the IT department to place code on the site every time (say Analytics, Remarketing, Conversions code, etc.), you can place one code across the entire site and campaign managers can do it themselves.
What needs to be done?
1. Log in to the new Google Tag Manager: tagmanager.google.com
2. Set a new trigger according to the following settings:
(You can ignore the warning – it works perfectly fine for me)
3. Create a new conversion pixel in Facebook ads and place the code with the new trigger
4. Publish the new tag
5. You can test it on the landing pages using the Facebook Pixel Helper browser extension (pixel helper)
When this:
Turns into this after 10 seconds:
(It might change depending on the number of other Facebook pixels you have on the landing page, but you will see the number grow)
Open a new Facebook ad campaign with optimization for the new pixel
Wait 24-48 hours until Facebook’s optimization algorithm starts optimizing the campaign and check the results for the third day
I’d love to hear in the comments if this tip helped you.
A bit about the author
Etgar Shpivak is an expert in marketing consulting in internet and social media, Facebook, and an internet marketing entrepreneur. Holds a BA specializing in marketing and advertising and an MBA in technological entrepreneurship and information systems.
