Paid Acquisition Week - Win #3

Create a “high-intent” event

Value:

Finding the right event to optimize your campaign toward can dramatically improve your acquisition results and cut acquisition costs by up to 50%. In this win, you’ll learn how to find the right “high-intent” event around which to optimize your campaigns.

Both Facebook and Google Ads (Search and Video) campaigns are optimized by a certain goal. You can ‘“ask” FB or Google to adjust the audience to which a particular ad is displayed based on a certain objective. For example, setting the goal on Google or the conversion event on FB (different terms, same behavior) to “signups” will make the platforms try to detect people who, according to the respective algorithms, are more likely to sign up. Those people will then be prioritized. 
For example, for better results, set the goal/conversion event to “purchase” or “signup” instead of just clicks to your website. So why not use your top event as a goal/conversion event? Well, the Google and Facebook algorithms look for people who are similar to those who performed the event you selected. To get good results, you need a few dozen (at least…) users who performed that event for each ad set or ad group—a target that isn’t easy to reach. Usually, the answer is to find a “mid-funnel” event that indicates intent and has enough clicks. 
Let’s say you have 400 visitors to your website from a certain ad, but only 2 of them completed a purchase. You’ll need to find something between the two that was performed by a few dozen visitors. And thanks to Oribi, you have an advantage over code-based events. Oribi lets you “mix and match” different events, grouping them together to create events that indicate intent. 
Here’s how to do just that in 4 steps:
Step 1:
Map the top buttons that indicate intent. 
Create a list of all the buttons that show a visitor to your website indicated interest in your service. The idea is to distinguish between visitors who entered the site and left right away and visitors who interacted with the site, found it interesting, but weren’t ready to convert yet. The buttons can be unrelated. Here’s an example list: clicks on Sign Up, Chat, Contact Us, Subscribe to Our Updates, or Download the eBook.
Now, go to Create a Magic Event. Select all the buttons you just identified, and group them into one event. Name it “High-Intent Buttons.”
Step 2:
Now do the same for pages. 
Create a list of pages that indicate interest in your service (e.g., pricing page, sign up form, terms of use, etc.). Don’t select pages that are usually entry pages, such as the homepage or landing pages. Visitors start their journey on your website on such pages, so marking them as “intent” pages can be misleading; many visitors immediately leave those pages. 
Now go to Create a Magic Event, and group all of these pages into one event. Name it “High-Intent Pages.”
Step 3:
Export your “high-intent” events to Facebook and Google. 
Go to Manage Events, and next to the relevant events, click on Export Events.
Step 4:
Inside your Facebook and Google accounts, set these events as the objective conversion event for some of your campaigns or ad sets. 
You built two different events—one for buttons and another for pages—because one may work better. Trying them both allows you to see which performs better.

What’s next? 

Now that you’ve exported your “high-intent” events to Facebook and Google, you can also use them to create stronger audiences. Head to Win #9 to learn how to create Lookalike audiences on Facebook based on your Oribi events.