Ecommerce brands usually have multiple categories of products. And it is a constant worry for most of the brands that some categories are not sold much or not getting much purchasers.
Back-story:
Recently, I spoke to one of our clients, where they sell to kids, adults and elderly. She happened to share her challenge that the campaign is getting optimized for elderly for all the campaigns that they run for kids and adults as well.
The ideal approach is to optimize the campaign based on the category and not on the default purchase event.
Marketers often find default purchase events from Shopify CAPI or WooCommerce CAPI insufficient for advanced optimization, missing out on custom conversion events based on category or other criteria.
Meta’s ad algorithm, a machine learning model, needs training to identify your ideal purchasers, emphasizing the importance of event optimization.
“Predictions are made for a new data point by searching through the entire training set for the K most similar instances (the neighbors) and summarizing the output variable for those K instances.”
Typically, the output variable is “purchase,” but this limits marketer control.
Meta’s algorithm optimizes campaigns by analyzing user data to estimate ROAS and place higher bids on valuable customers, maximizing conversions. Optimizing for purchase events increases purchases. Likewise, optimizing for high AOV purchases or specific custom events achieves targeted outcomes.
Optimize for custom events on Meta with industry best event match quality
By few steps, you can optimize the campaign on ad platforms using category based events with high event match quality that will help Meta identify the target audience and bring it relevant people.
Here is a customer story on optimizing for product based custom conversion event that helped control their cost per purchase – Read now.
How to do it:
Please check the document to implement yourself in less than 10-15 minutes.
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