Как получать больше лидов через таргет Facebook: настраиваем рекламу с оплатой за целевое действие
25.08.2021Если вы интересуетесь, откуда приходят потенциальные покупатели, сколько стоит один клиент, а также каким образом получить много лидов при минимальных вложениях, то самое время погрузиться в изучения таргетированной рекламы Фейсбук. И особое внимание в таргете стоит уделить оплате за целевое действие, на чем и остановимся в рамках статьи.
Содержание
Что такое оплата за целевое действие (CPA)
Если в настройках выбирать CPA, то с помощью алгоритмов соцсети можно отслеживать:
- Регистрацию.
- Переходы по страницам.
- Добавление товара в корзину.
- Покупки.
Исходя из этих данных происходит поиск пользователей, которые с высокой вероятностью поведут себя аналогичным образом при переходе на целевую страницу.
Внимание! Оплата за целевое действие намного выше, чем оплата за клики. С помощью CPA можно отслеживать стоимость лида в кампании либо в группе.
Как настроить таргет с оплатой за целевое действие
Для запуска РК с CPA в первую очередь на сайт устанавливается пиксель, который представляет собой специальный код для сбора данных о посетителях. Далее рассмотрим пошаговую инструкцию по настройке таргета.
Добавление пикселя на сайт
Для установки пикселя необходимо:
- Зайти в «Менеджер событий» и во вкладке «Источник данных» выбрать «Добавить новый источник данных».
- Прописать название пикселю и ввести в строку адрес целевой страницы.
- Установить код на свой сайт.
Код можно установить несколькими способами:
- Вручную.
- Через онлайн-сервисы.
- С помощью инструкции, которая придет на электронную почту.
Если пиксель добавляется вручную, на сайте в коде странице необходимо найти заголовок Head, куда помещается скопированный код пикселя Фейсбук. После этого код также вставляют перед тегом </header>. Когда будет отправлен тестовый трафик, должен отобразиться статус «Активен».
Читайте также: Facebook будет внедрять в WhatsApp таргетированную рекламу
Настройка отслеживаемых событий
Определяемся с тем, что требуется отслеживать, для чего выбираем «Специально настроенные конверсии», а после кликаем на «Создать конверсию». Рассмотрим вариант ручной настройки, при котором пользователь может самостоятельно указать адрес страницы и событий для отслеживания действий.
Инструкция такова:
- Выбираем источник данных –пиксель.
- Указываем страницу, адрес и отслеживаемые действия. Адрес можно отслеживать по разным параметрам.
- Определяемся с категорией событий для контроля, например, автоматический вариант. Для этого достаточно перейти в «Открыть сайт». После настройки первого события появится список. По всплывающему окну можно отслеживать адрес либо новую кнопку.
Выбор цели РК
При настройке цели кампании необходимо выбрать CPA. Однако это не означает, что конверсии будут автоматизированы. Нужно установить цель для группы объявлений, а в разделе «Оптимизация для показа рекламы» отметить «Конверсии». Это позволит:
- Показывать объявления пользователям с мобильным приложением.
- Выбрать место, где будет совершаться конверсия (соцсеть, сайт, приложение).
Читайте также: Сервисы в Facebook для анализа эффективности рекламных кампаний
Создание рекламы в Фейсбук всегда состоит из множества действий: тестирование, разработка креативов, выбор наиболее эффективных стратегий, анализ результатов. Сложности в рекламном кабинете FB возникают, как правило, только в первый раз. Главное, помнить, что конверсии будут расти по мере вашего развития и работы над оптимизацией, на что требуются определенные затраты времени. Только так можно увеличивать свой опыт и добиваться более высоких результатов.
–> ЛУЧШИЙ TELEGRAM-КАНАЛ О НАСТРОЙКЕ ТАРГЕТИРОВАННОЙ РЕКЛАМЫ <–
Практикующий таргетолог и автор двух практических курсов по тергетированной рекламе.
Ответить
Хотите присоединиться к обсуждению?
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