{"id":603564,"date":"2024-01-04T18:00:00","date_gmt":"2024-01-04T15:00:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/building-a-winning-facebook-and-instagram-strategy-for-2024\/"},"modified":"2024-01-04T18:00:00","modified_gmt":"2024-01-04T15:00:00","slug":"building-a-winning-facebook-and-instagram-strategy-for-2024","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/building-a-winning-facebook-and-instagram-strategy-for-2024\/","title":{"rendered":"#Building a winning Facebook and Instagram strategy for 2024"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a396e6dc3517\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a396e6dc3517\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/building-a-winning-facebook-and-instagram-strategy-for-2024\/#These_seven-step_frameworks_can_help_you_create_effective_lead_generation_and_ecommerce_strategies_on_Meta_platforms\" >These seven-step frameworks can help you create effective lead generation and ecommerce strategies on Meta platforms.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/building-a-winning-facebook-and-instagram-strategy-for-2024\/#Meta_Ads_%3E_Google_Ads\" >Meta Ads &gt; Google Ads?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/building-a-winning-facebook-and-instagram-strategy-for-2024\/#Should_you_spend_more_on_Google_or_Meta\" >Should you spend more on Google or Meta?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/building-a-winning-facebook-and-instagram-strategy-for-2024\/#Lead_generation_on_Facebook_and_Instagram\" >Lead generation on Facebook and Instagram<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/building-a-winning-facebook-and-instagram-strategy-for-2024\/#The_challenge_with_Meta_lead_generation\" >The challenge with Meta lead generation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/building-a-winning-facebook-and-instagram-strategy-for-2024\/#7-step_lead_generation_framework\" >7-step lead generation framework<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/building-a-winning-facebook-and-instagram-strategy-for-2024\/#1_Leads_%3E_traffic\" >1. Leads &gt; traffic<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/building-a-winning-facebook-and-instagram-strategy-for-2024\/#2_Test_dynamic_and_standard_creative\" >2. Test dynamic and standard creative<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/buradabiliyorum.com\/en\/building-a-winning-facebook-and-instagram-strategy-for-2024\/#3_Use_customer_lookalikes_and_interests\" >3. Use customer lookalikes and interests<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/buradabiliyorum.com\/en\/building-a-winning-facebook-and-instagram-strategy-for-2024\/#4_Use_Facebook_and_Instagram\" >4. Use Facebook and Instagram<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/buradabiliyorum.com\/en\/building-a-winning-facebook-and-instagram-strategy-for-2024\/#5_Think_beyond_video_creatives\" >5. Think beyond video creatives<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/buradabiliyorum.com\/en\/building-a-winning-facebook-and-instagram-strategy-for-2024\/#6_Create_dedicated_landing_pages\" >6. Create dedicated landing pages<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/buradabiliyorum.com\/en\/building-a-winning-facebook-and-instagram-strategy-for-2024\/#7_Conversions_are_not_sales\" >7. Conversions are not sales<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/buradabiliyorum.com\/en\/building-a-winning-facebook-and-instagram-strategy-for-2024\/#Ecommerce_ads_for_Facebook_and_Instagram\" >Ecommerce ads for Facebook and Instagram<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/buradabiliyorum.com\/en\/building-a-winning-facebook-and-instagram-strategy-for-2024\/#7-point_ecommerce_framework\" >7-point ecommerce framework<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/buradabiliyorum.com\/en\/building-a-winning-facebook-and-instagram-strategy-for-2024\/#1_Test_Advantage_carefully\" >1. Test Advantage+ carefully<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/buradabiliyorum.com\/en\/building-a-winning-facebook-and-instagram-strategy-for-2024\/#2_Go_broad_on_targeting\" >2. Go broad on targeting<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/buradabiliyorum.com\/en\/building-a-winning-facebook-and-instagram-strategy-for-2024\/#3_Purchase_%3E_Add_to_cart_%3E_Clicks\" >3. Purchase &gt; Add to cart &gt; Clicks<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/buradabiliyorum.com\/en\/building-a-winning-facebook-and-instagram-strategy-for-2024\/#4_Trust_in_seven-day_click\" >4. Trust in seven-day click<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/buradabiliyorum.com\/en\/building-a-winning-facebook-and-instagram-strategy-for-2024\/#5_Get_creative_with_creatives\" >5. Get creative with creatives<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/buradabiliyorum.com\/en\/building-a-winning-facebook-and-instagram-strategy-for-2024\/#6_Match_creative_cycling_to_spend\" >6. Match creative cycling to spend<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-22\" href=\"https:\/\/buradabiliyorum.com\/en\/building-a-winning-facebook-and-instagram-strategy-for-2024\/#7_Keep_naming_consistent\" >7. Keep naming consistent<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-23\" href=\"https:\/\/buradabiliyorum.com\/en\/building-a-winning-facebook-and-instagram-strategy-for-2024\/#Key_takeaways\" >Key takeaways<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"These_seven-step_frameworks_can_help_you_create_effective_lead_generation_and_ecommerce_strategies_on_Meta_platforms\"><\/span>These seven-step frameworks can help you create effective lead generation and ecommerce strategies on Meta platforms.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nAdvertising on Meta presents unique opportunities that Google Ads doesn\u2019t offer.<\/p>\n<p>Whether your goal is lead generation or ecommerce, Menachem Ani, PPC expert and founder of JXT Group, shared valuable insights at SMX Next on how to optimize campaigns for <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">Facebook<\/a> and Instagram. <\/p>\n<p><!-- \/1038259\/SEL_Post-text --><\/p>\n<div id=\"div-gpt-ad-1693000027709-0\"><\/div>\n<div id=\"post-break\"><\/div>\n<p>Read on to learn Ani\u2019s seven-step frameworks for building winning lead generation and ecommerce strategies in Meta\u2019s automated landscape.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-meta-ads-google-ads\"><span class=\"ez-toc-section\" id=\"Meta_Ads_%3E_Google_Ads\"><\/span>Meta Ads &gt; Google Ads?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>When advertising on platforms like Google, you\u2019re restricted to reaching people searching for your product or service. <\/p>\n<p>However, when placing ads on social platforms like Facebook and Instagram, the possibilities are more diverse, according to Ani. He explained:<\/p>\n<ul>\n<li>\u201cThere are similarities between Google and Meta ads in the sense that they are both pushing towards automation with fewer levels and less controls. But that\u2019s where the similarities end.\u201d<\/li>\n<li>\u201cWith Google Ads, you\u2019re capturing existing demand, somebody searching for the product or service \u2013 but it\u2019s finite. There\u2019s only a certain amount of search h<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>ening for a specific keyword. Whereas with paid social, you can, you can educate consumers a little higher up in the funnel, create demand and then capture it later on.\u201d<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-should-you-spend-more-on-google-or-meta\"><span class=\"ez-toc-section\" id=\"Should_you_spend_more_on_Google_or_Meta\"><\/span>Should you spend more on Google or Meta?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>A multi-channel approach is usually best but the answer depends on the nature of your business, according to Ani. He said:<\/p>\n<ul>\n<li>\u201cIf your brand sells products, then Meta will likely work for you. If you\u2019re selling more commoditized products like electronic appliances, then it\u2019s best to lead with Google.\u201d<\/li>\n<li>\u201cHowever, we\u2019ve found that it\u2019s usually best to run campaigns across all channels because it gives you multiple sources of revenue \u2013 and diversification is always a good thing.\u201d<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-lead-generation-on-facebook-and-instagram\"><span class=\"ez-toc-section\" id=\"Lead_generation_on_Facebook_and_Instagram\"><\/span>Lead generation on Facebook and Instagram <span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Although Meta ads are probably best known for driving results in ecommerce, Facebook and Instagram ads can also be used to effectively generate leads. The key is to focus on quality over quantity (i.e., leads that will actually convert into sales). Ani explained:<\/p>\n<ul>\n<li>\u201cThe last thing you want is to generate leads that you can\u2019t sell to. Ultimately a lead is only worth something if it if it can turn into revenue.\u201d<\/li>\n<li>\u201cTo do this, you need a well thought out strategy to ensure that your message reaches the right consumer.\u201d<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-the-challenge-with-meta-lead-generation\"><span class=\"ez-toc-section\" id=\"The_challenge_with_Meta_lead_generation\"><\/span>The challenge with Meta lead generation<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Although lead generation campaigns on Facebook and Instagram can drive great results, you\u2019re also likely to receive a lot of spam leads, according to Ani. <\/p>\n<p>The system tends to optimize for form submissions rather than real-time revenue like in ecommerce, which can result in more leads of lower quality. The challenge is finding a balance to get better quality leads, even if it means fewer form submissions:<\/p>\n<ul>\n<li>\u201cRemember that leads are not sales \u2013 you can\u2019t deposit leads in your bank account. It\u2019s super important to figure out how to get good quality leads.\u201d<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-7-step-lead-generation-framework\"><span class=\"ez-toc-section\" id=\"7-step_lead_generation_framework\"><\/span>7-step lead generation framework<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Ani shared a seven-step strategy to address issues like spam and enhance lead generation results through Facebook and Instagram ads.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-1-leads-gt-traffic\"><span class=\"ez-toc-section\" id=\"1_Leads_%3E_traffic\"><\/span>1. Leads &gt; traffic<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The campaign goal you choose is crucial. The Meta algorithm is powerful but specific. <\/p>\n<p>If you run a traffic-focused campaign, you\u2019ll get traffic \u2013 but that doesn\u2019t necessarily translate into leads. To sell and get inbound inquiries, you need leads, Ani explained:<\/p>\n<ul>\n<li>\u201cFor this, I recommend always using a conversion-focused campaign specifically focused to driving leads based off of your pixel tracking.\u201d<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-2-test-dynamic-and-standard-creative\"><span class=\"ez-toc-section\" id=\"2_Test_dynamic_and_standard_creative\"><\/span>2. Test dynamic and standard creative<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>When setting up your campaign on Facebook, you can choose to create individual ads or use dynamic creative, which is like responsive search ads on Google \u2013 and it\u2019s important to explore both options. <\/p>\n<p>Although testing various targeting and ad creatives is usually advised, dynamic creative works well for smaller lead generation campaigns. Ani explained:<\/p>\n<ul>\n<li>\u201cWith dynamic creative, you provide a list of ad copy and creative elements (like images and videos), and the system personalizes the ad for each user.\u201d<\/li>\n<li>\u201cThis is particularly useful for small budgets on lead generation campaigns where you may lack sufficient data to optimize specific ads as it allows the system to algorithmically target users.\u201d<\/li>\n<\/ul>\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" fetchpriority=\"high\" width=\"800\" height=\"454\" alt=\"Menachem Ani Smx 800x454\" class=\"wp-image-436193\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Menachem-Ani-smx-800x454.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Menachem-Ani-smx-595x338.png.webp 595w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Menachem-Ani-smx-200x113.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Menachem-Ani-smx-768x436.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Menachem-Ani-smx-1536x873.png 1536w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Menachem-Ani-smx.png.webp 2048w\" data-lazy-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Menachem-Ani-smx-800x454.png.webp\"><noscript><img decoding=\"async\" fetchpriority=\"high\" width=\"800\" height=\"454\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Menachem-Ani-smx-800x454.png.webp\" alt=\"Menachem Ani Smx 800x454\" class=\"wp-image-436193\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Menachem-Ani-smx-800x454.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Menachem-Ani-smx-595x338.png.webp 595w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Menachem-Ani-smx-200x113.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Menachem-Ani-smx-768x436.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Menachem-Ani-smx-1536x873.png 1536w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Menachem-Ani-smx.png.webp 2048w\" sizes=\"(max-width: 800px) 100vw, 800px\"><\/noscript><\/figure>\n<h3 class=\"wp-block-heading\" id=\"h-3-use-customer-lookalikes-and-interests\"><span class=\"ez-toc-section\" id=\"3_Use_customer_lookalikes_and_interests\"><\/span>3. Use customer lookalikes and interests<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Ani explained that while the pixel is powerful for targeting based on website activity, when it comes to lead generation, especially on newer or smaller accounts, custom audiences can be effective. <\/p>\n<p>Instead of broad targeting, he recommends creating lookalike audiences from your customer list or qualified leads. <\/p>\n<ul>\n<li>\u201cTelling the system that people who are interested in <em>x<\/em> or belong to specific demographics are likely the potential consumer for you can be helpful.\u201d<\/li>\n<li>\u201cIt\u2019s also a good idea to allow the system to use Advantage+ targeting (which is where it expands outside of your audiences) as an additional 20% or so to find users who may not be in the specific audiences you set up.\u201d<\/li>\n<li>\u201cUnlike ecommerce, where the system can see the revenue coming in in real-time, sometimes you need a bit more of a signal and this helps with lead quality because your ads are being shown to more interested users.\u201d<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-4-use-facebook-and-instagram\"><span class=\"ez-toc-section\" id=\"4_Use_Facebook_and_Instagram\"><\/span>4. Use Facebook and Instagram<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Advertisers often try to manually control where their ads appear, but the algorithm is powerful. It\u2019s best to let the system show ads wherever on Facebook, Instagram, and Messenger, according to Ani. <\/p>\n<p>The algorithm efficiently regulates ad placements based on where conversions are happening. So Ani recommends allowing the algorithm to do the heavy lifting. <\/p>\n<p>Limiting exposure with manual adjustments can increase costs and you may miss out on untapped potential, Ani said:<\/p>\n<ul>\n<li>\u201cWhat we\u2019ve learned is that this holds true across most ad platforms today. \u2026 When you limit your exposure with manual adjustments, you end up increasing your costs and you lose out on untapped potential.\u201d<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-5-think-beyond-video-creatives\"><span class=\"ez-toc-section\" id=\"5_Think_beyond_video_creatives\"><\/span>5. Think beyond video creatives<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Once you\u2019ve identified your audience, the next step is crafting your message. <\/p>\n<p>While ecommerce often emphasizes video creative, for lead generation, image ads surprisingly work well, according to Ani. Video ads are effective too, but creating good videos, especially for lead gen, can be challenging. <\/p>\n<p>Plain images or overlaying text onto an image, like banner ads, are effective. Because your audiences are broad, the messaging in your image ad or the accompanying copy serves as a form of targeting.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-6-create-dedicated-landing-pages\"><span class=\"ez-toc-section\" id=\"6_Create_dedicated_landing_pages\"><\/span>6. Create dedicated landing pages <span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>When a user clicks your ad, the destination matters, especially in lead generation. So consider options like sending them to your homepage, a dedicated landing page, or using embedded Facebook or Instagram forms. Ani recommended creating embedded forms:<\/p>\n<ul>\n<li>\u201cYou\u2019re likely going to get less leads if you use an embedded form, but the leads you do get will be better quality because the ones that were going to be spam are less likely to fill out that form due to the extra effort needed.\u201d <\/li>\n<li>\u201cRemember, embedded forms on Facebook and Instagram are pre-populated with the user\u2019s Instagram or Facebook account information. So it\u2019ll have their name, email and so on. And that makes the form a lot easier to fill out.\u201d <\/li>\n<li>\u201cI would also recommend adding an additional question to sort of forcefully add friction to the process so that fewer people accidentally fill out the form and you\u2019ll end up with slightly better quality leads \u2013 remembering that leads are not sales.\u201d<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-7-conversions-are-not-sales\"><span class=\"ez-toc-section\" id=\"7_Conversions_are_not_sales\"><\/span>7. Conversions are not sales<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Tracking the source of each lead is crucial. You can add UTM parameters to your ads to see, in real time, which campaign, ad set, and ad creative a specific lead came from. <\/p>\n<p>Over time, by analyzing this data in your CRM, you can establish patterns. <\/p>\n<p>For example, a breakdown of 30 leads from a specific campaign, including their current status, can reveal insights. Isolating and analyzing such data helps identify what\u2019s working well, whether it\u2019s a specific creative resonating with consumers or certain audiences performing better. <\/p>\n<p>This information is valuable for optimizing your future lead generation efforts, Ani explained.<\/p>\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"442\" alt=\"Menachem Ani 800x442\" class=\"wp-image-436190\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Menachem-Ani-800x442.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Menachem-Ani-600x331.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Menachem-Ani-200x110.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Menachem-Ani-768x424.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Menachem-Ani-1536x849.png 1536w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Menachem-Ani.png.webp 2048w\" data-lazy-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Menachem-Ani-800x442.png.webp\"><noscript><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"442\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Menachem-Ani-800x442.png.webp\" alt=\"Menachem Ani 800x442\" class=\"wp-image-436190\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Menachem-Ani-800x442.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Menachem-Ani-600x331.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Menachem-Ani-200x110.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Menachem-Ani-768x424.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Menachem-Ani-1536x849.png 1536w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Menachem-Ani.png.webp 2048w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\"><\/noscript><\/figure>\n<h2 class=\"wp-block-heading\" id=\"h-ecommerce-ads-for-facebook-and-instagram\"><span class=\"ez-toc-section\" id=\"Ecommerce_ads_for_Facebook_and_Instagram\"><\/span>Ecommerce ads for Facebook and Instagram<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Ecommerce differs in that the system automatically tracks revenue in real time, according to Ani. This simplifies the process, as a lead often translates directly to a sale. <\/p>\n<p>However, industries with high fraud rates may pose challenges. Tracking revenue in real time lets you assign a dollar value to each order, making it easier to align with profit-centric optimization. <\/p>\n<p>Many direct-to-consumer (DTC) operators use Meta ads and email in their marketing mix. Yet, ecommerce doesn\u2019t have to be purely transactional, Ani said:<\/p>\n<ul>\n<li>\u201cYou can lean into other campaigns on the Google side, like Performance Max, Demand Gen, YouTube, and so on, to capture additional demand that way too.\u201d<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-7-point-ecommerce-framework\"><span class=\"ez-toc-section\" id=\"7-point_ecommerce_framework\"><\/span>7-point ecommerce framework <span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Here is Ani\u2019s seven-step guide to drive ecommerce results using Facebook and Instagram ads.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-1-test-advantage-carefully\"><span class=\"ez-toc-section\" id=\"1_Test_Advantage_carefully\"><\/span>1. Test Advantage+ carefully<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Unlike lead generation campaigns, where the primary option is conversion-focused, ecommerce allows for a different campaign type called Advantage Plus Shopping. This automated and algorithmic approach, with fewer controls, is akin to Google\u2019s Performance Max. <\/p>\n<p>Advantage Plus Shopping is broad and less structured than a standard conversion purchase-optimized campaign.<\/p>\n<ul>\n<li>\u201cWhat we\u2019ve found is that you want to try using both [Advantage Plus Shopping and conversion campaign types] and see how it goes.\u201d<\/li>\n<li>\u201cFor some of our clients, Advantage Plus typically performs better, but for others, we have found that standard purchase conversions work better \u2013\u00a0but for others, we find a mixture of running them both side-by-side for different products or promotions is best.\u201d<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-2-go-broad-on-targeting\"><span class=\"ez-toc-section\" id=\"2_Go_broad_on_targeting\"><\/span>2. Go broad on targeting<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>For broad targeting in ecommerce campaigns, it\u2019s often effective to let the system go \u201ccrazy\u201d, according to Ani. Allow it to target whoever it deems most likely to purchase, excluding recent purchasers, such as those in the last 30 days. <\/p>\n<p>Additional audience limitations can artificially increase CPMs, so it\u2019s <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/general\/\" data-internallinksmanager029f6b8e52c=\"3\" title=\"General\" target=\"_blank\" rel=\"noopener\">general<\/a>ly better to go broad and let the powerful Meta algorithm determine the most promising targets based on real-time revenue data. Trusting the algorithm\u2019s capabilities and leaning into its power tends to yield positive results.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-3-purchase-gt-add-to-cart-gt-clicks\"><span class=\"ez-toc-section\" id=\"3_Purchase_%3E_Add_to_cart_%3E_Clicks\"><\/span>3. Purchase &gt; Add to cart &gt; Clicks<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>In ecommerce, when running conversion campaigns, it\u2019s crucial to be specific in your objectives. <\/p>\n<p>While the powerful system will deliver what you ask for, specifying actions like \u201cadd to carts\u201d or \u201cclicks\u201d might not lead to actual sales. Ani explained:<\/p>\n<ul>\n<li>\u201cIf you tell it you want clicks, you\u2019re going to get clicks, but they typically don\u2019t convert into sales.\u201d<\/li>\n<li>\u201cSo if you\u2019re going to run a purchase conversions campaign, make sure you\u2019re focusing on purchases very specifically because you want purchases \u2013 you need revenue. Make sure to focus on that.\u201d<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-4-trust-in-seven-day-click\"><span class=\"ez-toc-section\" id=\"4_Trust_in_seven-day_click\"><\/span>4. Trust in seven-day click<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>In ecommerce, attribution is different from lead generation. While one day is often sufficient for leads, ecommerce purchases may require more time. <\/p>\n<p>Leaning into a seven-day click attribution is generally recommended. This longer period accommodates the full purchase journey, acknowledging that a user who clicks on an ad may not be ready to buy on the same day. <\/p>\n<p>Avoid one-day view attributions, which can inflate attribution figures due to the widespread exposure of ads on Facebook and Instagram. Ani added:<\/p>\n<ul>\n<li>\u201cTypically, we recommend using seven-day click attribution unless you\u2019re selling an impulse purchase. In those cases, a one-day click should be enough.\u201d<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-5-get-creative-with-creatives\"><span class=\"ez-toc-section\" id=\"5_Get_creative_with_creatives\"><\/span>5. Get creative with creatives<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>When it comes to creative in online marketing, testing is key, according to Ani. You can experiment with various formats like image ads, video ads, and carousel ads. <\/p>\n<p>Within each type, there are diverse approaches. <\/p>\n<ul>\n<li>For image ads, you can try product shots, lifestyle images, comparison visuals, or showcase media mentions and customer reviews. <\/li>\n<li>Videos offer versatility, ranging from high-production to user-generated content, testimonials and different lengths. <\/li>\n<li>Carousels allow for dynamic catalog ads, providing a range of options.<\/li>\n<\/ul>\n<p>There\u2019s no one-size-fits-all solution, so it\u2019s essential to test different creative elements to discover what resonates best with your brand. What works for one brand may not necessarily work for another.<\/p>\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"448\" alt=\"Menachem Ani Smx Talk 800x448\" class=\"wp-image-436196\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Menachem-Ani-smx-talk-800x448.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Menachem-Ani-smx-talk-600x336.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Menachem-Ani-smx-talk-200x113.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Menachem-Ani-smx-talk-768x430.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Menachem-Ani-smx-talk-1536x861.png 1536w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Menachem-Ani-smx-talk.png.webp 2048w\" data-lazy-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Menachem-Ani-smx-talk-800x448.png.webp\"><noscript><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"448\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Menachem-Ani-smx-talk-800x448.png.webp\" alt=\"Menachem Ani Smx Talk 800x448\" class=\"wp-image-436196\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Menachem-Ani-smx-talk-800x448.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Menachem-Ani-smx-talk-600x336.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Menachem-Ani-smx-talk-200x113.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Menachem-Ani-smx-talk-768x430.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Menachem-Ani-smx-talk-1536x861.png 1536w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Menachem-Ani-smx-talk.png.webp 2048w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\"><\/noscript><\/figure>\n<h3 class=\"wp-block-heading\" id=\"h-6-match-creative-cycling-to-spend\"><span class=\"ez-toc-section\" id=\"6_Match_creative_cycling_to_spend\"><\/span>6. Match creative cycling to spend<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>When it comes to testing new creative assets, the focus should be on the traffic flow through a specific ad rather than a specific time or budget. Ideally, you want a significant amount of traffic in the hundreds or even a couple of thousand clicks, to establish statistical significance. <\/p>\n<p>This ensures that the data collected is reliable and can be trusted for making informed decisions. With only a few clicks or orders, it\u2019s challenging to gauge whether the creative will work at a larger scale. Emphasizing the amount of traffic passing through an ad allows for a more robust evaluation of its effectiveness.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-7-keep-naming-consistent\"><span class=\"ez-toc-section\" id=\"7_Keep_naming_consistent\"><\/span>7. Keep naming consistent<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Maintaining consistent ad naming conventions is crucial for effectively tracking the performance of your creative assets. <\/p>\n<p>By properly naming your ads (including details like asset type, destination, call-to-action, and more), you can easily filter and report on their effectiveness. This approach allows you to compare the performance of different ad types, such as image ads versus video ads or influencer campaigns versus others. <\/p>\n<p>Consistent ad naming ensures that you can quickly and accurately analyze your data to make informed decisions about your advertising strategy.<\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\"><!-- START INLINE FORM --><br \/>\n<!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-key-takeaways\"><span class=\"ez-toc-section\" id=\"Key_takeaways\"><\/span>Key takeaways<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Whether running a lead generation or ecommerce campaign on Facebook and Instagram, there are key strategies to consider. For lead gen, focus on:<\/p>\n<ul>\n<li>Limiting spam.<\/li>\n<li>Precise targeting.<\/li>\n<li>Emphasizing the offer.<\/li>\n<li>Messaging. <\/li>\n<\/ul>\n<p>Meanwhile, in ecommerce, allow the system to handle more targeting, placing greater emphasis on creative component testing.<\/p>\n<p>Both Facebook and Instagram are valuable additions to your marketing efforts. However, it\u2019s essential to integrate them holistically into your overall strategy. <\/p>\n<p>As ad platforms become more sophisticated and algorithmic, understanding when to let the system handle tasks and when to intervene is crucial.\n<\/p><\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Nicola Agius\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/nicola_agius\"><noscript><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/nicola_agius\" alt=\"Nicola Agius\" width=\"140\" height=\"140\"><\/noscript>\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>Nicola Agius<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=nicola_agius&amp;tw_p=followbutton&amp;variant=2.0\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n                            <\/div>\n<div class=\"col-auto\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/nicola-agius-8b330956\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<p>                        Nicola Agius is Paid Media Editor of Search Engine Land after joining in 2023. She covers paid search, paid social, retail media and more. Prior to this, she was SEO Director at Jungle Creations (2020-2023), overseeing the company&#8217;s editorial strategy for multiple websites. She has over 15 years of experience in journalism and has previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). She also previously teamed up with SEO agency Blue Array to co-author Amazon bestselling book Mastering In-House SEO.                 <\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMLG0nwswvr63Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\">For forums sites go to <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/forum.buradabiliyorum.com\/\" target=\"_blank\" rel=\"noopener\">Forum.BuradaBiliyorum.Com<\/a><\/span><\/strong><\/p>\n<\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/building-winning-facebook-instagram-strategy-436153\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>These seven-step frameworks can help you create effective lead generation and ecommerce strategies on Meta platforms. Advertising on Meta presents unique opportunities that Google Ads doesn\u2019t offer. Whether your goal is lead generation or ecommerce, Menachem Ani, PPC expert and founder of JXT Group, shared valuable insights at SMX Next on how to optimize campaigns&#8230;<\/p>\n","protected":false},"author":1,"featured_media":603565,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Menachem-Ani-SMX-Next-800x450.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[122306,4974,33423,147878,107942],"class_list":["post-603564","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-meta","tag-facebook","tag-instagram","tag-paid-social","tag-ppc"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/603564","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=603564"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/603564\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/603565"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=603564"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=603564"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=603564"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}