Facebook Ads lead generation, conversion and traffic could turn out to be a nightmare if you do not know what you are doing.

You can end up wasting thousands of dollars without much to count for it.

Terms like

  • lead generation,
  • website conversion,
  • traffic
  • and campaign optimization could be difficult to comprehend if it is your first time dealing with Facebook Ads.

In this guide, I have outlined everything you need to know before you run your first campaign in 2020 and beyond.

These tips will help you understand running a successful content marketing campaign on social media prospects who are not looking to buy yet.

What is Content Marketing

Learn more on how to create a successful social media strategy in the link above

You can skip to the exact topic that you need to know if you are not new to Facebook Ads.

What is a website conversion?

A website conversion is one of the key factors for the success of your online marketing campaign. It includes controlling your customers to do what you exactly want them to do on your website.

For example, a website conversion will make your customers

  • buy your products,
  • sign up for your newsletter,
  • register for a webinar
  • or fill out a contact form.

According to your website strategy and goals, the website conversion is supposed to generate leads or lead to sales.

Conversions are unique since conversion in one website may not count as a conversion on another site.

  • The success of your business lies in the strategy you employ in website conversion.
  • You must first define the goals of the website before the conversion.
  • Specify what you want your customer to do when they land on your website.
  • The goals should be a reflector of the goals of the business.

Conversions can be reexamined with time to check on their effectiveness as well add more goals of the website.

Since we now know what a website conversion is, let us see how Facebook Ads can be used to facilitate it.

Facebook Conversion

Facebook has over 2 billion active users making it the most suitable website to create leads for your site.

It is one of the most visited pages on the internet, so it’s the best strategy for you to grow your business.

As part of your marketing campaign, you should invest in the goals of your business to make sure your Facebook ads perform well.

There are several techniques you can utilize to generate traffic to your website.

Remember the higher the number of visitors to your site, the higher the conversion rate.

The success of your Facebook ads solely depends on the strategy you employ.

First, you must recognize that Facebook is a social media platform and not a shopping mall.

The approach is different from other campaigns in case you want your Facebook ads to convert.

Many people assume that Facebook ad advertising revolves around posting a particular product or service and then later make sales.

There is more than meets the eye when it comes to Facebook advertising. Users are primarily looking for personal connections and not business matters.

The first thing to do to run a facebook campaign is having a business page.


What is a conversion on Facebook?

A Facebook conversion is an action that a Facebook user takes when visiting your page. This includes:

  • Viewing a particular page
  • Registering
  • Placing an order after selecting items on the shopping cart and checking out.

But before the conversion, you must first alert Facebook when the conversion happens. You see Facebook does not know when the conversion happens.

This means you must create a custom conversion or add an event code to a web page, so when the page is visited by the user, Facebook will automatically detect it as a conversion.

It is hard to monitor the performance of your Facebook ads just by how customers are making orders.

You must first install the Facebook pixel to ease the work of monitoring the performance of your Facebook ads.

You can track the performance, check whether your Facebook marketing campaign is working or you need to develop new goals.


 Facebook pixels

Imagine you have set up your Facebook ads, you need to monitor how many users visit your page and how many clicks you get per day.

A Facebook pixel is a plugin that will help you make conversion, optimization and remarketing of your Facebook campaign.

All your Facebook conversions will be measured and its effectiveness by reflecting the actions people take when they visit your website.

A pixel is a tracking tool made up of a code that goes between the head tags on your website to alert Facebook whenever you achieve to get a conversion from one of your ads.

You need to add an event pixel to track your leads.

Using the data from the pixels, you can re-strategize to make sure your ads are redirected to potential customers.

You can also strengthen your marketing campaign by building your audiences.

Pixels also has other additional Facebook advertising tools that you can unlock.

To set up the Facebook pixel, place the pixel code in the header of your website.

look a like audience

So next time a Facebook user makes an action like completing a purchase order, the pixel will be triggered to report it to you.

This way you can broaden your contact list in case you have newer Facebook ads, you can direct them to the potential customers.

The Facebook pixel can back up your marketing campaign by using the data to reach potential customers.

You can easily track the purchase made by customers.

Through Lookalike audiences, you can broaden your customer base by reaching out to friends of your best customers.

Facebook Campaign Objectives

An ad campaign objective varies according to different business owners, but at the end of the campaign, the results are similar.

Many objectives mainly revolve around the generation of leads and creating more conversion on Facebook.

It can also be used to create brand awareness to the public and a mass a large following of potential customers who are likely to invest in your business.

You should also be aware of these objectives, each has been curtailed to achieve a certain action.

For maximum use of the objectives you must be able to optimize, here are some of the ad objectives that should be included in your Facebook campaign:

Post Engagement Page

This goal helps you increase the way a single Facebook post can create engagement.

It is measured in terms how the post receives:

  • Likes
  • Photo views
  • Comments and
  • Shares.

It is important first to release a trial post to test as a ‘free’ Facebook organic post before you boost it for engagement post.

Every objective you chose must be tested to see how best it can work for you.

Most business owners with highly engaging audience achieve a lot of additional reach as a result of people reacting, commenting, sharing and liking their content.

This results in a substantial audience who view the ads that were beyond their target audience.

Eventually, it results in a lot of traffic generated and directed to their website.

Make use of different formats using the same content such as different calls-to-action, images and headlines.

Hand out trials over a specified period of time to check the progress of the posts.

The post with the most likes, comments, photo views and shares can be attached to paid ads.

Don’t use it in fan pages since fans would have already viewed it.

Take advantage of Lookalike audiences to capture the ‘Friends of your fans.’

Most the people online share similar interests, hence the reason for their connection.

Page likes

The best way to increase brand awareness and trust on Facebook is by advertising page likes.

Customers have faith in an Ad that has many likes since it shows many users have used it and have been satisfied.

You can employ a third-party app for a sort of contest where the traffic generated on the app will be directly linked to your Facebook page.

Participants of the contest will have to Like your Facebook Page. Through the contest, you can award with products and services from your business.

A coupon is another strategy you can utilize to get likes.

You can stipulate that the coupon will be only visible to visitors of who have liked your page.

The special coupon can be used by the winner to shop for your products and services.

It is essential to target the audience who are interested in your products and services. You can narrow down to the customers who accrue the most benefit from using your goods and services.

Divide your customers into different groups such as age group, job affiliation and online activity. You can also categorise customers with similar interests.

The pixel option accesses you to the demographics of your audience in detail.

Clicks to website

Facebook offers you the option to link your site so that the customers can visit thus increasing your website clicks.

Your ads will be enhanced to receive the most like as possible.

But you have to do a good job to make the customers interested in your Facebooks ads for them to check out your website.

In case your Facebook page is not well developed, you can take advantage of domain ads.

Although it is limited to the right side of the page and won’t likely appear in the user’s News Feed.

Facebook Ads Lead Generation Conversion Traffic

Most new users of Facebook are likely to miss it, but over time it becomes noticeable. You can utilize the audience to direct traffic to your website.

When utilizing this objective, it is essential to check up on reach and frequency of targeted audience regularly to achieve direct traffic to your website.

You can also target through Lookalike audiences when checking out for website clicks.


Lead Generation

This is the best way of engaging users on Facebook without necessarily making them leave the Facebook page.

It is best suited for growing businesses and lead generation for business websites.

Phone users no longer need to get redirected to another website that won’t launch on their phones.

You have to split your target audience into different age groups. Create specific landing pages for visitors.

You can also take advantage of lookalike audiences and retarget with a list of potential leads.

Video views

Video ads are instant favourites by many users. It creates a lasting memory for users thus increasing brand awareness.

Facebook ads have an autoplay feature that captures the attention of Facebook users.

Facebook has offered lower CPC for right targeting when it comes to videos posted.

The audience who view the videos can be utilised to be retargeted with your ad format.

Remember to attach Facebook conversion pixels to the ad format to capture the cookies of the users to retarget more ad formats to them.

It best works when targeting a broad audience. GIFs are a low cost-efficient way to advertise your Facebook ads.

Offer claims

You can offer products and services claims in exchange for customers email addresses.

This can also be in the form of offer extensions.

You can also provide discounts and free items to reach a broader audience.

Place an expiration date on the claims and offers to trigger the customers to make immediate purchases.

Maximize engagement by pinning the offer at the top of your Facebook page.

Event Responses Ad

You must create an upcoming event to advertise to your audience.

The main goal will be to make the maximum number of your audience to attend the event.

Event promotion is a trivial means of obtaining your audience, especially at the awareness stage.

Take advantage of users who have also registered to increase conversions.

Use lookalike audiences through the email addresses at your disposal.

Use users who have attended your previous event to spread the word about the event to increase conversions.

Landing pages

These form the foundation of your campaign.

This is your means to convince your visitors that they are in the right place.

Poor performance at this stage can affect the overall performance of your marketing campaign.

Make sure the headlines for your target audience to make it interesting.

Involve other techniques to update the landing page regularly.

Local Awareness: A Facebook Ads Tutorial | Facebook for Business


Facebook Conversion Objective

The primary objective of your conversion should be to get people to convert for performing a specific action, for example, when registering, placing an order, purchasing or checking out.

You require at least 30 conversions per week to enable Facebook with enough data to create a consistent pattern of how the people who converted are likely to convert in your target audience.

Check out the data that I collected from the site last month.

facebook conversion data

The more conversions made per week the mode data is availed, and the more assumptions are made on how the targeted audience are able to convert when you deliver the ads to them.

When the conversion rates are low, then Facebook won’t be able to develop characteristics of the users for you to direct your ads to the targeted audience.

This limits the delivery of the advertisement to the targeted audience hence lowering the conversion rates.

How to get conversions on Facebook

Facebooks ads receive a total of 22 billion clicks annually.

Ads can reach close to 2 billion active monthly users.

But how do you get these conversions when using Facebook?

Any serious online marketer realizes that Facebook has the potential to lead to the growth of their business.

Here are some tips to get conversions on Facebook:

Strong Facebook Ad targeting


You must first be conversant with your products, services and their potential users.

Divide your customers into groups such as youth and elderly, male and female, active and dormant to narrow down to the highly likely to purchase your products and services.

Facebook targeting has numerous information about your Facebook ads.

facebook demographics targeting

You can use a call to action where potential customers are offering high-value items in exchange for the customer’s ‘sign up.’

It is considered polite other than pop-ups that irritate users who sometimes do not want to sign up for anything.

You can employ various CTA buttons and figure out which is the most effective based on the response from the target audience.

A good example of ad targeting is for people looking to rent an apartment around Westlands in Nairobi Kenya.

The demographics have been chosen out specifically to ensure that the ads are only shown to people who have shown interest in moving out.

Remarketing With Facebook Pixels

Facebook pixels is another convenient way to get conversions on Facebook.

Once you have set up the Facebook pixel on your website, you are set to go.

Activate your pixel and make sure it is active.

You will be able not only to get conversion but also measure the actions of importance to your website such as when someone makes a purchase.

Many business owners ignore the importance of the Power Editor.

It has numerous features and functionalities that can create conversions in your Facebook ad.

facebook remarketing

The power editor is a built-in organizational and administrative tool that is meant to help you view multiple ad campaigns.

You can also counter check their progress and performance.

Facebook has made it even easier for new users by giving tutorials on how to go to the dashboard and showing the various features available to ease the management process.

create custome audience

Through this, you are able to access large campaigns that have many ads.

They can also help you in ad targeting by creating custom audiences.

In case you deal in a particular type of product that requires free trials and tutorials, you can take advantage of the custom audience to reach out to your trial users who have not subscribed yet to the product or service.

custome audience

You can eliminate the customers from the email list who have subscribed and be left with the customers who have trialed the product but have not subscribed yet.

The customers who have not subscribed yet can be grouped into a custom audience where they can be offered with discounts and offers in order urge them to subscribe to the products and services.

Facebook Ads Optimize for Conversions

Most online marketers fail to realize that Facebook is a social media avenue and not a shopping mall.

Most of them go wrong in terms of how they execute ads.

Remember potential customers are mainly concerned with personal connections rather than business innuendos.

You have to cut and shape the ads to appeal the customers to check out your products and services.

Rather than being sales-oriented offer free giveaways that are at the top of your customers’ needs list.

In exchange you get access to the customer’s email address, contacts and friends list in case you want to market to them in the future.

It is wise to optimize your Facebook ads for different objectives and start comparing your campaigns with other ones to check their progress.

You can also change the objectives of the campaign once something fails.

Here are tips to attract customers on Facebook to leave the site and land on your website where you have your products and services.

You have to first create a link to an opt-in landing page to your site. We have covered all the ways you can optimize your Facebook ads to achieve ultimate conversions.

Custom audience


Your Facebook ads will be available to many users some of who are not interested in them.

And there are chances users who are highly likely to check out your ads are not reached.

You have to target your ads to create a custom audience that has high potential to check out and at the same time high in number.

You have options to start your custom audience from scratch, take advantage of users already connected to your page or chose a custom audience you had earlier created.

You can target a Facebook fan page that hosts many of your potential customers.

You can also check out the common interests of your potential customers.

Facebook campaign

A Facebook campaign illustrates your advertising objective.

It also contains an Ad Set which defines your targeting, placement, bid settings, general budget of the campaign and the schedule of the ads.

You have to create a plan of action of how you will carry out the campaign.

You have to budget the cost of the campaign so that the after-effect of the campaign covers the cost used in campaigning.

You can offer free content to users to create hype your audience to check out your campaign.

You can take advantage of educative and entertaining material for your ideal customers.

In this new era videos, blog posts and GIFs have the potential to reach out a large potential market.

Engage with your potential customers through email.

This way you let them know that their concerns are your priorities.

You also build customer trust in your brand.

You can also receive suggestions from customers to help improve the ad campaign.

Customers will check out your emails and link it to their Facebook pages.

You can also use the overlap targeting to increase conversions.

This is a new feature that makes it easy to narrow down to your target audience.

It involves the criteria for selecting two different target audiences who can fit into both audience groups.

You can use the addition method where you select the audience showing off similar characteristics.

The substitution method can also be applied to substitute audiences with a difference in interests, they are called the overlapping audience.

This method is used to identify true and loyal audiences.

Facebook Ads Website Conversions

When you have set conversions as your objective of the marketing strategy, you require implementing the Facebook pixel.

To optimize the conversion, the Facebook pixel must be active on your website.

Check it under the Ads manager option.

facebook pixel configuration

The pixel helps in monitoring the progress of each successful conversion made by the targeted audience.

It also alerts Facebook of the conversion so that you can also check the progress of the ad.

You must also create a ‘Thank you page’ so that the audience can be directed once the conversion is complete.

The ‘thank you’ page triggers Facebook to notice the conversion.

An incorrect pixel set up may result in unsuccessful delivery to Facebook on whereabouts of the conversion leading to loss of data.

It is advisable to download the Pixel helper to countercheck the installation. Once it has been installed, ensure it is verified and working correctly.

The pixels need to be optimized to pick up on the actions that should be tracked.

You can then set up your ads using the conversions or product sales. In case you are receiving infrequent conversions per week, you need to optimize for a higher funnel event in order to achieve better results.

You also need to select either an automatic bid or a manual bid for your ads.

When using the manual bid always bid with the maximum amount you are willing to pay for the conversion event. Although a higher bid results in a larger reach to the target audience.

The automatic bidding is meant if you lack a specific value for a conversion event. Your bid will be adjusted to attract the most target audience within the limits of your budget.

You must also determine a budget for the campaign. Your ad set budget is always higher than the initial bid.

A larger budget offers more opportunity to gather conversion data on each ad.

This in time leads to better conversions and good results from the optimization process. The delivery of your ads can sometimes be limited by the existence of small target audiences. It is better to opt for the website clicks in case you have a small custom audience.

You can also test the Facebook ad to check its performance against other Facebook ads offering the same products and services.

Factors like bid, budget target audience size and the pixel can affect the performance and delivery fit for your ad campaign. See this quick guide.

We have looked into a lot of conversion objectives until now. Let us differentiate the terms and have a one on one comparison of each Facebook Ad objective.

Lead Generation Vs Traffic Facebook Ads

Before choosing the Lead ad, you must first build your trust and brand to customers before they offer up their personal information to you.

Trust is a key factor that drives the decisions of many customers.

Traffic takes advantage of the landing page to explain the value of your proposition and validate the reason why the user should sign up.

An informative landing page that produces quality leads can amass a large following from the targeted audience.

facebook leads

The lead ads can be used to create traffic about your products and services.

Make use of keywords to send traffic to the customers to your website.

You can change the wording on your site to also increase the traffic it creates.

Website Conversions Vs Clicks To Website


The field of Facebook has categorized the two objectives to either chose to redirect users people to your website or increase conversions on your website.

Before selecting the conversion option on the Power editor here are some things you need to know firsthand.

The Facebook Pixel must first be installed in the Ads Manager on your website.

You also should have a ‘thank you page’ that notifies you when a conversion is complete.

You must also have a Standard event or custom conversion so that Facebook can be triggered to realize when a conversion is complete.

When re-directing a user to your website to either register, opt-in or purchase they will be directed to the ‘thank you’ page after signing up.

It is not automatically created through the email or Facebook, it exists only on your website.

The next step for after the thank you page is you are optimizing for the conversions on Facebook.

What is the difference between the clicks and conversions in facebook?

The main difference between the clicks and conversions depends on the situation since you can’t optimize for conversions because it is impossible to place a pixel on your website or in the thank you page.

This affects your ability to send your targeted audience to purchase your product, sign up for the webinar, sign up for an event or redirect them to an alternative site.

You will be forced to optimize your ads to get the most link clicks.

Facebook will be able to display ads to audiences within your initial targeting demographic who are highly likely to click on the links.

You can set the conversions as the default settings which will show your ads to your targeted audience who are most likely to convert.

If your main objective is of website clicks, you still have the option to track conversions by selecting your pixel in the Ad Manager set up.

But it is advisable to start with a conversion as an objective since you will get cheap conversions compared to the cost of the website clicks you will achieve in the end.


Facebook Lead Generation Vs Conversion

In case you have yet set up the pixel on the Ads Manager and are giving away free items, the Facebook lead generation is the best way is an alternative means to track conversions from the ad.

It is more of a manual process since all the leads form at the end of your Facebook page.

The main difference between the two is that the lead generation ad is that it happens all on Facebook while the latter involves sending the traffic off of Facebook.

The traffic is sent to your own website which you have installed the Facebook pixel on.

In case you have a landing page that you want to direct the traffic to, you have to choose the conversion ad.

You must first ensure that the Facebook pixel is installed in the ads manager to track the conversions.

When you lack a landing page but still needs to collect leads, the lead generation method is the best alternative.

When you have chosen the lead generation, you must set up a lead form to make sure it fits your specifications.

This is done in the Publishing Tools section on your Facebook page.

The same page will act as a storage for all the leads that will be generated.

You can decide whether to use a different form of your Facebook Ad or use the same form on the Ad.

Facebook Ads Traffic or Conversion

When you have set up a Facebook campaign, you will be torn apart by deciding whether to set driving traffic through Facebook ads or conversion as an objective.

Concerns are centered around the low cost of budget and the ability to reach out the highest targeted audience.

Facebook ads are a convenient way to increase traffic to your website, they appear on the News Feed of the users.

You can optimize them to land more customers to your website through offering offers and exclusive content.

Share new content on your products and services on a regular basis.

more traffic

Some experimenting with new techniques can cause a lot of traffic on your website.

You can advertise on Facebook of the changes the website has undergone and offered free gifts and offers to new users who view the page.

You can arrange the landing page to guide through new users navigate through your website.

Track the progress of your conversion to measure whether they are performing well.

In case there are low conversion rates you can try other techniques such as blog posts, video views.

Referrals are another technique to create traffic to your website.

A user can claim offers and cash discounts after bringing along a certain number of new members to register to your website.

If your primary objective is for users to opt-in, purchase and check out you can choose the traffic objective in case the traffic to conversion ratio is really low.

The conversion objective many limit your reach to the targeted audience due to lack of data captured due to the low conversion rate.

Engagement Vs Traffic Facebook

A post engagement objective is a cheaper way to increase the sale of products and services compared to increase conversion on websites.

This includes the use of techniques like likes, shares, reactions and comments. It is best suited especially if you are carrying out an Event response or Offer claims.

This way you get the immediate reaction from the targeted audience.

You get honest opinions about how they feel about the event.

This method can further result in the generation of content in the form of stories and blog posts in news feed.

This can broaden your original targeted audience to even the more potential audience.

Unlike traffic where you lose contacts with the audience, with engagement you create a form of relationship with the targeted audience.

This is useful, especially when retargeting the campaign for future advertising platforms.

The news feed generated can generate interest among friends of the targeted audience who are likely to attend the event.

Facebook traffic works well when you want to drive the traffic from Facebook to your website.

Facebook creates a pattern based on the past behaviours of the targeted audience to reach the people who are most likely to click on your link.

You can also display testimonials from satisfied customers of your products and services.

It can be in the form of a video or a comment.

In the video, the customer can attest to having engaged with your business.

This is the best way to praise your products and services.

You can have a segment where experts get to air in their two cents concerning your strategy.

You can create an open forum where the target audience asks questions about your products and services.

This is a convenient way to get positive response and feedback from the audience to your posts.

The forum should be scheduled when everybody is home after work.

Facebook Ads reach Vs Conversions

The Facebook ads reach objective is best when you want many people that fall within your target audience to view it without necessarily spending a lot.

It utilizes custom audiences who are users you have interacted with in your business in the past and form part of your audience.

Your blog readers, visitors, also form part of the custom audience.

Once you have provided Facebook with a list of the personal information like emails, usernames and phone number, a custom audience will be automatically created.

So, next time you have an ad Facebook will search for all your website visitors, customers, email subscribers and clients to display the ads to them.

This ensures you are able to direct the ad to the right people with the potential of buying your products and services.

You can use this objective in conjunction with the conversion objective.

Once the custom audience has been notified, they can be redirected to the landing page on your website.

This will increase the conversions of your site when its visited by the custom audience.

You can also install the remarketing code on your Facebook page.

This will be used to remarket your ads to the potential custom audience.

You can also educate your potential target audience about webinars as a way to attract new leads for your business.

You can solve some of the problems experienced by your users by providing useful information and build the reputation of your company.

Prepare an event in advance with the problems making headlines with specified time and date.

Just to recap, Facebook Ads marketing requires a lot of split tests to determine the best campaign for your business. Do not be afraid to kiss many frogs to arrive at Prince charming.

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