Meta Ads Sales Campaign: Best Practices in 2024

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In today’s digital landscape, where every click counts, Meta ads Sales campaign have emerged as a pivotal force for e-commerce success. These targeted strategies go beyond conventional advertising, offering businesses a dynamic tool to amplify their online presence and drive sales. 

In this blog post, we’ll explore the essence of Meta ads Sales campaigns and why they have become indispensable for navigating the complexities of the digital market.

First, let’s see what is the Sales campaign design for. Well, these campaigns are designed to connect with people who are most likely to purchase your products or services. The whole process is pretty straightforward.

To get started with a Sales campaign, you just need to pick where you want to sell (your sales location) and set your goal for performance. If you have an online store, choosing “website for conversion” as your location is the way to go. 

Then, Meta does its magic by showing your ad to people who are most likely to buy from you. This leads to more conversions and, of course, more sales.

meta ads sales campaign conversion location

We did some testing, and the results clearly showed that choosing a Sales campaign over a Traffic campaign is a smart move. The CTR for sales campaigns was a solid 1.30%, and the CR was a whopping 89.5% higher compared to the traffic campaign. 

The return on ad spend (ROAS) also saw a significant 76% increase with the Sales campaign. Even though the Traffic campaign got more clicks with a 2.15% CTR, it didn’t bring in as many people purchasing products.

Best Practices for Optimal Ad Performance

Elevating the performance of your Meta ads Sales campaign goes beyond just running the ads. Here are some key practices to keep in mind, ensuring not only better results but also a more cost-effective approach to reaching your target audience.

Simplify your account structure

One of the keys to unlocking a more cost-effective meta ads sales campaign lies in simplifying your account structure. According to Meta, businesses that streamlined their account structure experienced an impressive 18% lower Cost Per Action (CPA) on average compared to those with more complex setups.

Simplify your account structure with two campaigns

In practical terms, a simplified account structure means having just one ad per ad set. We conducted similar tests and found that this approach can significantly boost ROAS while lowering the CPM. 

In our A/B test, we used the same ad—same copy and visuals. The only difference was in the structure: one campaign had one ad in each ad set, while the other had all ads consolidated into a single ad set.

The results were clear: the campaign with a simplified structure not only spent the budget more efficiently but also achieved a higher ROAS and a lower CPM. By adopting this streamlined approach, you can maximize the impact of your budget, reduce CPA, and create a more focused and effective Meta ads Sales campaign.

Broad targeting

Expanding your audience through broad targeting can significantly cut down your costs. Meta reports that, on average, businesses using broad targeting experience a 12% lower CPA compared to more narrowly focused campaigns.

But here’s the trick: when you go broad, make sure to exclude your existing customers and retargeting audience from your prospecting campaigns. This ensures that your campaign reaches new potential customers without redundantly targeting those who are already familiar with your business.

By going broad, you’re not only saving budget but also opening the door to connect with new audiences. It’s like reaching out to fresh audience, potentially discovering new customers and markets. Just remember to keep it smart by excluding the ones who already know you, making your campaign both cost-effective and impactful.

Mobile-friendly videos

If your ads involve videos, this tip is tailor-made for you. A lot of people scroll through Facebook and Instagram on their mobile phones, so having mobile-friendly videos can help you connect with a broader audience and boost engagement for your business.

According to Meta, businesses using mobile-friendly videos achieved, on average, a 12% lower cost per conversion compared to those who didn’t. 

Here’s how you can do it:

  • make sure your video is vertical, not horizontal
  • film in a vertical aspect ratio, like 9:16, ideal for both regular feeds and stories.
  • experiment with audio using original sound or royalty-free music, and
  • grab attention by showcasing your brand or key message in the first 3 seconds.

Remember, with the rise of platforms like TikTok, the popularity of videos is on the upswing. So, by adopting mobile-friendly video content, you not only save on costs but also ride the wave of increasing video appeal.

A/B testing

Here’s a powerful tool to enhance your Meta ads Sales campaign: A/B testing. This method compares two versions of your ad to figure out which one works better, helping you uncover winning strategies and improve future campaigns.

Here are some easy tips to get the most out of A/B testing:

  • Try out different things like changing the creative, tweaking the call-to-action, or adjusting the audience. See what resonates best with your audience.

  • To get clear and conclusive results, focus on testing one thing at a time. It could be the image, the text, or the audience – isolate the variables.

  • Give your tests enough time to gather meaningful data. Running tests for at least 2 weeks ensures you get reliable insights into what’s working and what needs adjustment.

According to Meta, businesses running A/B tests saw an impressive 30% decrease in the cost per result with winning A/B tests compared to ads that didn’t perform as well. 

So, by incorporating A/B testing into your strategy, you not only refine your current campaign but also set the stage for more successful future endeavors.

Meta Sales Campaign Ad Policy

Ensuring your ads comply with Meta’s policies is crucial to avoid rejections or account restrictions. Here are some straightforward ad policy best practices to keep in mind:

  1. Use Only Your Own Assets: Use images, videos, and audio that you have the rights to. Make sure you’re not infringing on any third-party rights

  2. Avoid Personal Assertions: Don’t make direct or indirect statements about personal attributes such as race, ethnicity, religion, beliefs, or age. This applies to your text, images, videos, captions, stickers, or emojis. For example, steer clear of using “you/your” to reference personal attributes.

  3. Be Accurate in Descriptions: Describe your business services accurately. Set realistic expectations for your clients regarding processes and outcomes. Avoid misleading claims or statements, especially those related to health, weight loss, or economic opportunities. Ads should not promise unrealistic results, like cures for incurable diseases. Additionally, ads should be free of profanity and maintain correct grammar and punctuation.

  4. Respect Meta’s Branding: Don’t represent any of Meta’s brands in a way that makes it the most distinctive or prominent feature of your creative. Meta’s brand assets should not be altered, whether it’s changing the design, color, or using special effects and animations. 

  5. Ensure Functional Landing Pages: Your landing page should function properly with no 404 errors. Landing pages are evaluated using standards similar to ads, so make sure your images, videos, and text comply with Meta’s Advertising Standards.

Navigating ad rejection

If your ad in the Sales campaign gets rejected, you have two options for navigating rejection:

Meta Ads Sales Campaigns another review

Optimization Tools for Meta ads Sales Campaigns

And at the end let’s talk about tools that can help you with your Sales campaigns.

Fine-tuning your Meta ads Sales campaign is made easier with the right tools. Here are two essential tools that can significantly enhance your campaign optimization.

First on the list is Meta Pixel. The Meta Pixel ensures your ads reach the right audience. It’s crucial to install the pixel correctly for optimal results. You can check if your pixel is tracking data accurately by using the Pixel Helper tool. This way, you ensure that your ads are reaching the intended audience, maximizing their impact.

The second one is Lebesgue: Marketing and LTV app. Lebesgue helps you identify mistakes in your advertising setups and provides actionable insights. It goes beyond just pointing out errors, offering step-by-step guidance on how to create campaigns following industry best practices. With Lebesgue, you’re equipped with the knowledge and tools to refine your campaigns for better performance and long-term success.

Understand and optimize your performance with Lebesgue


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Summing up

And there you have it. If you’re aiming for successful campaigns that drive sales, Meta ads Sales campaigns are the way to go. From simplifying your approach and embracing broad targeting to utilizing mobile-friendly videos and rigorous A/B testing, each step contributes to the efficiency and effectiveness of your strategy.

Remember to adhere to ad policy best practices and leverage essential tools like Facebook Pixel and Lebesgue for optimal campaign optimization. 

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