I have been placed with marketing responsibility for a number of sporting events in my local community within the last year including the Cache Gran Fondo, Racing For a Cure 5K, and the Fore Kids Golf Tournament. The end goal of my marketing efforts in regards to each of these events is to get people to register which helps us raise money for the good causes each event supports. A big portion of my marketing efforts for each of these events can be found in Facebook ads.
Until recently, I was placing Clicks to Website ads on Facebook. This ad type essentially places ad content on a target demographic's Facebook feeds and sends users to a destination website when clicked on. We've had a lot of success with said setup in terms of numbers of clicks/Facebook users sent to these event websites where users can potentially register for the event. On a final Facebook push I initiated for Cache Gran Fondo registration, we tested out website conversions where Facebook can help track what actions users make after they are sent to your website.
To set up a Website Conversions ad,
- Enter your Facebook Ads Manager
- Click Create Ad
- You will see the following list of advertising options to choose from. Select Website Conversions
- Enter the website you would like to track activity on.
- Facebook will provide you with code you can paste between <head> and </head> on the page of your website where any actions can be tracked. We added this code to the registration completion page our website users would come to after paying for and fully registering for our bike ride.
Measuring website conversions over click-throughs, impressions, or other social media metrics has its advantages. Conversions help us directly calculate return on investment (ROI) for the social media spend. If, for example, I were to make a $500 Facebook ad placement for an advertisement that encourages Facebook users to register for an upcoming 5K, Facebook will provide specific conversion totals once that campaigns budget has been exhausted. Facebook's cost-per-conversion metric puts a specific price tag on all those who clicked on an ad and went through all the steps to registration completion in our example.
It's important to be aware that cost-per-conversion prices are naturally much higher than cost-per-click prices; this variation makes sense when considering the inevitable number of visitors who fall off before completing a desired action.