Updated Conversion Lift Tells Advertisers Which Campaigns Work Best for Their Goal:
Last week Facebook updated their Conversion Lift tool and announced the changes via the Facebook for Business blog. The original tool was launched in January, but it only allowed advertisers to ascertain ad performance by comparing the actions of a test group, that was served the ads, and a control group that was not. Facebook has improved the tool by allowing advertisers to compare the performance of multiple ads to see which ones deliver the best conversions.
Facebook launched Conversion Lift to provide advertisers with a tool that could help them connect with customers and grow their businesses by “advertising smartly.” However, the original tool only provided an insight into the amount of additional business their ads enticed.
The fact that the new tool will allow advertisers to compare the performance of multiple ads should enable advertisers to identify their best performing ads quite quickly. It should also allow them to avoid wasting time and resources on under-performers, but the benefits don’t end there.
Facebook advertisers will also be provided with the data necessary to determine:
- Which ads are the most suitable for their objective
- Whether a combination of direct response and brand ads are likely to be more successful than direct response ads or brand ads on their own
- The amount of value mobile ads are delivering
- Whether lifestyle creative or product-focused creative best accomplishes their goal
Are Conversion Lift Improvements Making a Difference?
The improved Conversion Lift tool appears to be living up to its name. According to the post on the Facebook for Business blog, the German shopping club, Westwing, has discovered carousel ads provide them with 34% more registrations than link ads. The cloud-based computing platform, Wix, has procured similar benefits and discovered a combination of direct response and video ads are the best way to get new subscriptions.
Author: Steve Calvert
Steve Calvert is a freelance writer based in the Netherlands. He has expertise in several niches, including health and fitness and internet marketing, and also has a good knowledge of SEO.