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Creating a Meta Sales Objective Campaign for Conversion

In this guide, we'll walk you through the steps to create a Meta Ad with a Sales objective, focusing on conversions through Messaging Apps and Websites.

Table of Contents​

Introduction​

Meta Ads' Sales objective helps drive sales conversions on Websites and Messaging apps. By selecting a conversion location, you can optimize your ad campaigns effectively. This guide will help you set up a Sales objective, address common questions, and offer troubleshooting advice.

Conversion Locations​

  • Website Conversions: Use Meta Pixel to track actions like purchases and sign-ups.
  • Messaging Apps: Increase engagement through Facebook Messenger, Instagram Direct, and WhatsApp.

Note: Currently, only Website and Messaging Apps are supported as conversion locations.

Setting Up a Sales Objective Campaign​

Step 1: Access Ad Manager​

  • Navigate to Marketing > Ad Manager in your Stack account.
  • Click + Create Campaign to start a new campaign.
  • Choose Facebook Campaign and select Start from scratch.

Step 2: Choose Social Media Accounts​

  • Select the Facebook page for your ad.
  • Connect an Instagram account or use the Facebook page for Instagram ads.

Note: Instagram messaging requires a connected Instagram account for Click to Direct ads.

Step 3: Select the Ad Objective​

  • Choose Sales as your objective.

Step 4: Select a Conversion Location​

  • Website: Track key actions like purchases or sign-ups.
  • Messaging Apps: Use Facebook Messenger, Instagram Direct, or WhatsApp to engage customers directly.

Step 5: Set Up Conversion Tracking​

  • Website Conversions:
    • Ensure your Meta Pixel is installed on your website.
    • Select a conversion event (e.g., Purchase, Add to Cart).
  • Messaging Apps:
    • Choose your destination (e.g., Facebook Messenger).
    • Set up automated responses to guide conversions.

Step 6: Create Your Ad​

  • Select an ad format: Single Image/Video or Carousel.
  • Upload creative assets and write compelling ad copy.
  • Include a strong Call-to-Action (e.g., Shop Now, Sign Up).

Step 7: Set Your Budget​

  • Choose between a Daily Budget or Lifetime Budget.
  • Align the budget with your campaign goals.

Step 8: Define Your Audience​

  • Custom Audiences: Retarget previous interactions.
  • Lookalike Audiences: Reach users similar to existing customers.
  • Interest-Based Targeting: Define customers by demographics and interests.

Step 9: Review & Launch​

  • Review settings including location, audience, budget, and creatives.
  • Click Publish to launch your campaign.

Step 10: Monitor Campaign Performance​

  • Use Meta Pixel for tracking website conversions.
  • Adjust budget, creatives, or audience based on performance data.

FAQs​

What is the Sales Objective? The Sales objective focuses on driving conversions, either through website purchases or messaging app interactions.

What conversion locations are supported? Currently, only Websites and Messaging Apps like Messenger and WhatsApp are supported.

How do I track website conversions? Install the Meta Pixel on your website to track actions like purchases and add-to-cart events.

Can I use both Website and Messaging Apps in one campaign? No, you must choose one conversion location per campaign. For both, create separate campaigns.

Do I need additional code for Messaging Apps? No extra code is needed, but ensure your messaging app is set up for tracking interactions.

Can I target previous interactions? Yes, use Custom Audiences to target users who have previously engaged with your business.

Troubleshooting Tips​

  1. Website conversions not tracked:

    • Verify Meta Pixel installation and configuration.
    • Use the Pixel Helper Chrome extension to check functionality.

  2. Messaging App conversions not tracked:

    • Ensure messaging apps are properly set up and linked.
    • Test interaction tracking via an ad.

  3. Campaign not delivering:

    • Consider increasing your budget.
    • Broaden audience targeting.
    • Refresh ad creatives.

  4. Low conversion rates:

    • Optimize your landing page.
    • Refine audience targeting.
    • Improve ad creatives.

Best Practices for Maximizing Sales with Meta Ads​

  • Use High-Quality Creatives: Enhance engagement with eye-catching visuals.
  • Leverage Retargeting: Re-engage visitors to complete conversions.
  • Optimize for Mobile: Ensure your site and apps are mobile-friendly.
  • Test and Learn: Continuously test and refine ads, targeting, and budgets for optimal performance.