Which landing pages are converting best
Posted: Mon Feb 17, 2025 9:38 am
Facebook Account Audit Performance: Optimizing Ads & Campaigns for Purchase
Although Facebook offers a range of campaign objectives, we tell every client the same thing: Always set your campaign objective to “Conversions.”
Conversions train the pixel to serve your ads to the people who are most likely to buy your product. To easily check for conversion ad sets, toggle “View Setup” and sort by Objective:
Facebook ads audit: Are advertising objectives set to conversions?
The only exception to the “Conversions-only” rule: DPA campaigns, which must be built with the “Catalog Sales” objective.
Are Conversion Campaigns Optimizing for Purchase?
After you’ve set your campaign objectives to “Conversions,” select the type of conversion: namely, purchases.
If you’re directing Facebook to optimize for other conversion events, like add-to-carts or checkouts initiated, you’re telling the algorithm to look for those behaviors rather than the ultimate action you want to drive.
facebook ads guide best practices: Are campaigns optimizing for purchase?
Does Bidding Match Each Ad Set’s Stage of the Funnel?
Generally, you should target a lower ROAS on the prospecting level and a higher ROAS on the remarketing level. That means setting cost caps (i.e., bidding) higher in prospecting and lower in remarketing.
Matching your facebook ads bidding to each ad set's stage of the funnel
What Types of Landing Pages Are Ads Being Run to?
It’s easy to neglect landing pages when you’re caught up in Ads Manager minutiae. In fact, we’ve seen plenty of accounts where every ad runs to the “bestsellers” collection page regardless of the creative.
But a high-ceiling account demands a more thoughtful approach to the ad-to-lander experience.
To check which landing pages you’re running ads to, go to homeowner database the ad level and toggle “View Setup” on. This answers two questions at a glance:
Are my ads running to the correct landing pages?
The first question isn’t just a way of catching careless mistakes. It forces you to step back and consider your ad-to-lander experience more thoughtfully.
Is your ad talking about a specific product but running to a collection page? Are your offer ads running to a homepage that doesn’t adequately message the promotion in the hero? Do you have a clear method of testing landing pages against one another?
Bambu Earth’s uses unorthodox webpage experiences to drive conversions — most of its best-performing ads lead to an interactive quiz, as opposed to a collection or product page.
Although Facebook offers a range of campaign objectives, we tell every client the same thing: Always set your campaign objective to “Conversions.”
Conversions train the pixel to serve your ads to the people who are most likely to buy your product. To easily check for conversion ad sets, toggle “View Setup” and sort by Objective:
Facebook ads audit: Are advertising objectives set to conversions?
The only exception to the “Conversions-only” rule: DPA campaigns, which must be built with the “Catalog Sales” objective.
Are Conversion Campaigns Optimizing for Purchase?
After you’ve set your campaign objectives to “Conversions,” select the type of conversion: namely, purchases.
If you’re directing Facebook to optimize for other conversion events, like add-to-carts or checkouts initiated, you’re telling the algorithm to look for those behaviors rather than the ultimate action you want to drive.
facebook ads guide best practices: Are campaigns optimizing for purchase?
Does Bidding Match Each Ad Set’s Stage of the Funnel?
Generally, you should target a lower ROAS on the prospecting level and a higher ROAS on the remarketing level. That means setting cost caps (i.e., bidding) higher in prospecting and lower in remarketing.
Matching your facebook ads bidding to each ad set's stage of the funnel
What Types of Landing Pages Are Ads Being Run to?
It’s easy to neglect landing pages when you’re caught up in Ads Manager minutiae. In fact, we’ve seen plenty of accounts where every ad runs to the “bestsellers” collection page regardless of the creative.
But a high-ceiling account demands a more thoughtful approach to the ad-to-lander experience.
To check which landing pages you’re running ads to, go to homeowner database the ad level and toggle “View Setup” on. This answers two questions at a glance:
Are my ads running to the correct landing pages?
The first question isn’t just a way of catching careless mistakes. It forces you to step back and consider your ad-to-lander experience more thoughtfully.
Is your ad talking about a specific product but running to a collection page? Are your offer ads running to a homepage that doesn’t adequately message the promotion in the hero? Do you have a clear method of testing landing pages against one another?
Bambu Earth’s uses unorthodox webpage experiences to drive conversions — most of its best-performing ads lead to an interactive quiz, as opposed to a collection or product page.