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How to Create Wine Facebook Ads that Convert

You’ve built up your Fan base, you’ve been posting great photo rich content, posts that encourage interaction and you are posting at least twice a day?

No? Facebook converting ads may not be for you quite yet.
Yes! Time to make money and create a conversion campaign.
Have Engagement?

What does a conversion mean for your wine business?

Amil Kaushik, an internet measurement guru who works at Google, splits them out this way. A macro conversion directly produces revenue e.g. someone purchases wine from your eCommerce website. A micro conversion is an important step towards the eCommerce conversion. It may be signing up to an email newsletter or spending 5+ minutes on key blog pages. It reflects the sales funnel approach of customers working their way down the funnel from awareness, to interest/desire and action and acknowledges that the path to sales has multiple steps not double steps e.g. ad then eCommerce sale, or Google Search then wine club sign up. I wrote a whole chapter in my book about this issue (Chapter 6).

In the case of a wine business you should feel happy to use an email newsletter sign-up as a conversion – a micro conversion – with the expectation that a percentage of your email list will purchase.

However, for the purposes of this post, I am going to assume you are measuring a wine eCommerce transaction or a Wine Club sign-up. We’ll be using a promoted post with something a little extra – a conversion pixel.

Conversion Pixel

Think of that action movie trip-wire strung across a path, if someone strolls down that path and trips across the wire they’ll set off a flare which announces their presence. It’s the same with a Facebook conversion pixel. You set-up the Conversion “trip wire” as part of the process of creating an Ad, or in the Ads Manager > Conversion Tracking section, and paste the code on the relevant success page.

A success page is probably the page shown after a person purchases some wine or signs up to a Wine Club, in industry parlance its the Thank You page (the web page usually confirms the order has been placed and thanks them for their custom). Chances are you will need to send the code to your web developer to install on the correct web page, though fellow geeks should be able to install it themselves. It is placed in the Head section of the relevant web page(s).

Facebook Website Conversions Ad

You’ve decided on your Thank You page, and you know how to, or who can, install the conversion pixel? Great, let’s create the ad. Go to the Facebook Ad Manager.

Choose Website Conversions

Put in the URL for your website sales page, perhaps the eCommerce wine product or wine club web page (not the Thank You page). If someone purchases a product or joins your wine club then the resulting Thank You page will be the one you have installed the conversion pixel on.

The next few steps are much like a Promoted Post as per my instructions here.

Image, Edit Text and Links
  • Choose or upload your image
  • We are only showing ads in the News Feed as these are much higher performing. Uncheck Right Column.
Create your Audience
  • Type in the target market’s country and minimum age (probably 30+ if you sell premium wine).
  • Choose Advanced connection targeting
  • In the field Include people who are connected to type in your Facebook Page name. This way you are only targeting Fans.
  • Create a new campaign called Conversion or choose an existing one.
  • A campaign budget of $5 per day is fine for most small businesses for this sort of ad. Or calculate how much margin per product you can spare for advertising and make this the bid amount.
  • Finish it in 5 days time, or manually stop the ad if Frequency reaches 2.0 (News Feed limit).
Choose your Pricing

The default should be Bid Website Conversions which is perfect. Choose Automatically optimize your bid to get more website conversions.

Conversion Results

You’ll now be able to directly see when your ads result in sales in the Ad Manager by looking at the Conversion results numbers and the cost per conversion.

Dark Posts

Sales Funnel - ConvertAnother good practice with conversion ads is to make them unpublished posts also known as “Dark Posts”. This is where only those people you target can see the post, it is not shown on the timeline, the idea being that you don’t show conversion posts to non-Fans only those you have come to like and trust your Facebook Page. Creating a Dark Post is beyond the scope of this blog post and I generally create them using the Power Editor – another advanced topic.

Attribute credit where its due

The sale came from this ad but remember the ad can’t take all the credit. It was due to you carefully creating a sales funnel that attracting fans at the top, engaged them with interesting content in the middle, and then sold them something at the bottom. They purchased when they were ready, not when you sent out the conversion ad.

Questions or comments? Please ask them below (or on Facebook 😉 ).

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