[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fppc-hero-facebook-conversion-conundrum":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":12,"coauthors":13,"class_list":16,"acf":26,"head_links":362,"breadcrumbs":363,"reading_minutes":62,"category":371,"head":374},"2016-10-24T09:35:36",{"rendered":6},"\u003Ch4 id=\"kenia-gonzalez-zoran-selinger-at-ppc-hero-conference\">Kenia Gonzalez & Zoran Selinger at PPC Hero Conference\u003C\u002Fh4>\n\u003Cp>66% of Facebook users use the platform every day, this equates to 1.1bn daily active users. Each of these users spends an average of 50 minutes a day across Facebook, Messenger and Instagram. This isn’t just people using a platform for browsing, these are social media addicts!\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 300;\">However, if you’re running social campaigns alongside AdWords and email then it’s highly likely poor ol’ Facebook compares pretty poorly (in terms of conversions at least) in almost every attribution model going. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 300;\">So here comes the Facebook marketers big question… how do I not only reach users on Facebook, but actually get them to convert? \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch4 id=\"so-lets-cut-to-the-chase-how-do-kenia-zoran-propose-we-solve-to-facebook-conversion-conundrum\">So let’s cut to the chase, how do Kenia & Zoran propose we solve to Facebook Conversion Conundrum?\u003C\u002Fh4>\n\u003Cp>\u003Cspan style=\"font-weight: 300;\">This talk was all about audiences. The big message being, to avoid wasting your budget you need to focus on your audience. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>Kind of common sense, right? But it get’s a little more technical than this…\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 300;\">\u003Cb>The speakers propose a funnel that looks like this;\u003C\u002Fb>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cb>The 4-Step Facebook Conversion Funnel; \u003C\u002Fb>\u003Cb>Awareness > Interest > Action > Loyalty\u003C\u002Fb>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 300;\">Start collecting your audiences from the very beginning using website custom audiences (there’s a nifty Google Chrome extension called Facebook Pixel Helper that can help you out with this). Take note of these tips for customer audiences;\u003C\u002Fspan>\u003C\u002Fp>\n\u003Col>\n\u003Cli>If your website has lots of potentially different audiences then ensure you segment your custom audience based on the pages they visit. Those looking at pages designer underwear may not also be interested in children’s toys.\u003C\u002Fli>\n\u003Cli>Create a converters audience. These people are more likely to convert again.\u003C\u002Fli>\n\u003Cli>If you have a product you’re only going to sell to a user once, create them as a custom audience so you can exclude them from future ads for that product.\u003C\u002Fli>\n\u003Cli>If you’re tracking video viewers, only count people who viewed 75% of your video or complete viewers (the default is just 3 seconds of viewing – most users could do this by accident!)\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Cp> \u003C\u002Fp>\n\u003Ch4 id=\"so-lets-go-back-to-that-4-step-funnel-and-think-about-how-we-apply-these-great-new-custom-audiences\">So let’s go back to that 4-step funnel and think about how we apply these great new custom audiences.\u003C\u002Fh4>\n\u003Cp>\u003Cb>Awareness Stage\u003C\u002Fb>\u003C\u002Fp>\n\u003Cp>\u003Cb>Who? \u003C\u002Fb>\u003Cspan style=\"font-weight: 300;\">Use what you already know about your products and customers to target them with interest targeting and use lookalikes.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cb>What? \u003C\u002Fb>\u003Cspan style=\"font-weight: 300;\">Video is a powerful tool for these top of funnel users. Reach is high and it’s cheap!\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>\u003Cb>Interest Stage\u003C\u002Fb>\u003C\u002Fp>\n\u003Cp>\u003Cb>Who?\u003C\u002Fb>\u003Cspan style=\"font-weight: 300;\"> Website visitors and video viewers from your initial campaign.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cb>What? \u003C\u002Fb>\u003Cspan style=\"font-weight: 300;\">Target these users with a clickable ad and a more overt call to action.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>\u003Cb>Action Stage\u003C\u002Fb>\u003C\u002Fp>\n\u003Cp>\u003Cb>Who? \u003C\u002Fb>\u003Cspan style=\"font-weight: 300;\">Cart abandoners or those who spent a significant amount of time on your site.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cb>What?\u003C\u002Fb>\u003Cspan style=\"font-weight: 300;\"> Lead Generation ads to get them on your mailing list or an ad containing a special offer to lure them all the way to checkout.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>\u003Cb>Loyalty Stage\u003C\u002Fb>\u003C\u002Fp>\n\u003Cp>\u003Cb>Who? \u003C\u002Fb>\u003Cspan style=\"font-weight: 300;\">Existing customers\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cb>What? \u003C\u002Fb>\u003Cspan style=\"font-weight: 300;\">Upsell. You now have tonnes of useable data about these customers, so use it! Do they need accessories for what they recently bought? Do they want a monthly subscription, or sign up to make a monthly donation?\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch4 id=\"it-cant-be-that-easy-right\">It can’t be that easy, right?\u003C\u002Fh4>\n\u003Cp>\u003Cspan style=\"font-weight: 300;\">What happens when a single user falls into multiple categories? You need to sanitise your audiences, otherwise they’re going to receive mixed messages and your campaign gets diluted. Use negative audiences (exclusions). For example, website visitors get excluded from the interest audience.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 300;\">Your audience with interests may (in fact, \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400;\">will\u003C\u002Fspan>\u003C\u002Fi>\u003Cspan style=\"font-weight: 400;\">) not to convert initially. But they’re at the top of the funnel so \u003C\u002Fspan>\u003Cb>don’t worry\u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\"> – the value here is in moving them along the funnel.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch4 id=\"now-lets-take-the-next-step\">Now, let’s take the next step…\u003C\u002Fh4>\n\u003Cp>In Google Analytics create an audience of users coming from Facebook.\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 300;\">From Analytics we can see how many pages they viewed, their device, which pages they were interested in & their location. The combined power of Facebook and Google Analytics makes for some pretty powerful audience targeting.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>There’s a whole load of uses for these lists of users visiting from Facebook. Here are a few Kenya & Zoran mentioned;\u003C\u002Fp>\n\u003Col>\n\u003Cli style=\"font-weight: 300;\">\u003Cspan style=\"font-weight: 400;\">AdWords RLSA campaign (you could be as overt as saying ‘seen us on FB?’ in your ad copy)\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 300;\">\u003Cspan style=\"font-weight: 400;\">A YouTube pre-roll campaign \u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 300;\">\u003Cspan style=\"font-weight: 400;\">AdWords DSA campaign \u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Cp>Next up is AdWords audience insights. Affinity & in-market audiences can sometimes seem a little crazy. (Who knew that people who buy health foods alsolove Scandinavian crime drama?) Okay, so that was my personal example – but why not try it out?\u003C\u002Fp>\n\u003Cp>The speakers gave an example of a campaign they’d run for a popular brand of nappies. From AdWords audience insights they found the audience of Mum’s they’d been targeting had an affinity to skiing and Spanish music, so they incorporated this into their interest & demographic targeting. The result was an increase in clickthrough rate and relevance score, leading to a 50% reduction in cost-per-click and so double the website clicks for their budget!\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch4 id=\"the-key-takeaways\">The Key Takeaways?\u003C\u002Fh4>\n\u003Col>\n\u003Cli style=\"font-weight: 300;\">\u003Cspan style=\"font-weight: 300;\">Don’t think of Facebook as a single-campaign platform. It’s all about that funnel.\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 300;\">\u003Cspan style=\"font-weight: 300;\">And the same applies to Facebook audiences. Alone they’re okay, but when combined with other metrics and other channels, they pretty damn great.\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 300;\">\u003Cspan style=\"font-weight: 300;\">Go easy on us social media marketers when it comes to attribution models. Facebook is not for the overnight win, it’s a journey from initial awareness to creating loyal customers that will visit the checkout again and again. \u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Fol>\n",false,"standard",[10,11],36,40,[],[14,15],96,95,[17,18,19,20,21,22,23,24,25],"post-2812","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-paid-social","category-ppc",{"page_content_modules":27,"hero":83},[28,33],{"acf_fc_layout":29,"reduced":30,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":30,"title":31,"content":6,"authors":32},"blog_post_content",true,"HeroConf 2016: The Facebook Conversion Conundrum",[],{"acf_fc_layout":34,"reduced":30,"top_overlap":35,"bottom_underlap":35,"disable_observer":-1,"heading":36,"cta_text":37,"cta_link":38,"items":39},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[40,57,69],{"type_key":18,"title":41,"excerpt":42,"to":43,"postedAt":44,"readingTime":45,"image":46,"authors":47,"category":54},"What’s new in Paid Media: August 2026 industry updates","\u003Cp>Whilst for many of us the summer holidays are in full swing, the ad platforms haven’t taken a single day off. If you’re just heading back to the office after a stint at the beach, here’s what you missed in August. Meta AI rolls out campaign analysis and optimisation in Ads Manager Meta has built […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-august-2026-industry-updates\u002F","2026-09-01T12:00:26",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[48,51],{"name":49,"image":50},"Joe Turnbull","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":52,"image":53},"Akshaya Korada","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FAkshaya-Korada.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":55,"name":56},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC",{"type_key":18,"title":58,"excerpt":59,"to":60,"postedAt":61,"readingTime":62,"image":63,"authors":64,"category":68},"What’s new in Paid Media: July 2026 industry updates","\u003Cp>The sun’s finally out, but paid media hasn’t slowed down to enjoy it. Here’s what’s been going on while you were meant to be on the beach. Reddit upgrades Ads Manager with Split Testing and an AI ad generator A Free-form Ads Generator is entering beta, which uses Reddit Community Intelligence to scan your website, […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-july-2026-industry-updates\u002F","2026-08-04T11:16:31",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fgetty-images-BRL3vv9p-Fw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[65,67],{"name":66,"image":50},"Harry Clements",{"name":52,"image":53},{"to":55,"name":56},{"type_key":18,"title":70,"excerpt":71,"to":72,"postedAt":73,"readingTime":74,"image":75,"authors":76,"category":80},"Beyond ad-level data: Unlocking granular product insights for Meta","\u003Cp>Standard Meta Ads reporting traditionally stops at the ad level, leaving e-commerce brands in the dark about which specific products are actually driving traffic on social platforms. While Dynamic Product Ads (DPAs) are incredibly powerful, they aggregate performance across multiple items, making it difficult to isolate individual product success.  To bridge this data gap, the […]\u003C\u002Fp>\n","\u002Fblog\u002Funlocking-granular-product-insights-for-meta\u002F","2026-06-24T14:13:48",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fallison-saeng-B7VlWt3pRM0-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[77],{"name":78,"image":79},"Zoe Le","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FZoe-Le-NEW.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":81,"name":82},"\u002Fblog\u002Fcategory\u002Fpaid-social\u002F","Paid Social",{"type":84,"style":85,"heading":31,"date":4,"updatedAt":86,"reading_minutes":62,"image":87,"imageAlt":31,"categories":88,"collections":361},"blog-post","light","2022-02-07T16:48:41","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FbXxMzyr1-050720211625526028_photo-1476905778601-2e68ba72d354-scaled.jpeg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[89,276],{"id":10,"count":90,"description":91,"link":81,"name":82,"slug":92,"taxonomy":93,"parent":94,"meta":95,"acf":96,"head_links":97,"resource_count":98,"yoast_title":99,"yoast_meta":100,"yoast_json_ld":145,"_links":244,"path":81},103,"Keeping up to date with the latest \u003Ca href=\"\u002Fpaid-media\u002Fpaid-social\u002F\">Paid Social\u003C\u002Fa> trends, strategies, and announcements can be difficult. Our digital experts regularly blog about paid social media news that’s stirring up the industry, so check back regularly or sign up to our newsletter to stay informed!","paid-social","category",0,[],[],[],11,"Paid Social Media Blog | Tips & Advice | Impression",[101,103,106,109,112,115,118,120,122,124,127,130,133,136,139,142],{"property":102,"content":99},"title",{"property":104,"content":105},"description","Keeping up to date with the latest paid social media trends, strategies, and announcements can be difficult. 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We offer SEO agency, PPC agency, Digital PR agency and Analytics services to companies of all sizes across the UK, North America, Europe and beyond. 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Our digital experts regularly blog about the PPC news that’s stirring up the industry, so check back regularly or sign up to our newsletter to stay informed!\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC services\u003C\u002Fa>, or browse our latest tips, advice and opinions below.\u003C\u002Fp>","ppc",[],[],[],16,"PPC Blog | PPC Tips, Advice & Guides | Impression",[286,287,289,290,292,294,295,296,297,298,299,300,301,302,303,304],{"property":102,"content":284},{"property":104,"content":288},"Keeping up to date with the latest PPC trends, strategies, and announcements can be difficult. 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