Facebook Ads - PPE vs Conversion

Hey guys,

I can't seem to grasp this correctly and was wondering if someone can ELI5 it for me.

I have a PPE Ad right now that seems to be doing great in terms of likes, but I have no purchases.

Just some stats from the PPE:

Total likes: 2100

From Today:
Spent: $3.67
Reach: 4696
Post Engagements: 602
Comments: 4
Shares: 17
Link clicks: 6
Page Likes: 13
COST PER ENGAGEMENT: 0.006

Now I'm very new to this but this seems like a successful ad appeal-wise. I then decided to take the same Ad and turn it into a Conversion with Add-to-cart and I sent it to the exact same Audience because there's plenty of people I haven't reached yet.

Results after 2 hours (only I know)

Spent: $1.01
Total Reach: 92
Reactions: 3
Link Clicks: 2

No sales.


Now I can't figure out why it's best to make a Conversion Ad when my costs take a beating and my reach is much lower. Is it better to invest more into my PPE instead?

Also, should I pause my PPE while I run the Conversion?

Thanks.

I'm in the same doubt as you! I spent like 60$ and I got only 5 dollars
My problem is: I spend like 20 dollars to get 30-35 clicks. With 0.10 or 0.15 costs per engagement. (that only when I run a campain in FB ads)
Another example, when I set FB ads + IG ads, 100% of the engagements comes from Instagram, and 97% are likes. For example, I spend 20 dollars to get 1000 engagements and 970 of those are likes...
I don't know what to do to work only with FB ads (not with IG ads too) and to get lower costs with high amount of clicks.
Thanks

The PPE ad got 6 clicks.
The conversion ad got 2 clicks.

Of course you won't be getting any sales....Anyways, your goal is to get sales right? How can you get sales? By getting clicks to your website...You stated your ad costs increased a lot with the conversion ad....but it actually didn't....your CPC cost is actually lower on that ad so you'd be getting more clicks for cheaper compared to that conversion ad, therefore, you'd technically have a higher chance of getting a sale since you'd have more traffic coming to the site.

Anyways, the PPE ad has under 0.5% link CTR, so that is really bad TBH. Sure it looks cool having such low engagement cost and its good for social proof, but there's no point in running that ad since it will never be profitable in terms of sales with such a low CTR, I believe at least.

The conversion ad has around 2% link CTR but it hasn't ran long enough to know if it's good or bad, but if it stays around that CTR I would stop running that ad as well...But again I can't really say this without knowing more about what you're running.

I guess your first step should be to improve CTR before anything else. Perhaps try a click to website campaign.

I think now FB ads is not for new comers we need to invest more $$$ to get page like and subscribers. Main goal not to do direct sale using FB ads. If we have good converting products we need to do cloaking for good CTR. Again there are big rise on losing the account

Work on your landing page appearance, and mobile appearance, make them want to click it.. not fall for it.

Using PPE to build out your Pixel by setting up a Click Conversion Event on your LP, then after 100 Clicks you should create a LookALike Audience on a WC or Conversion Camp and run it, you should see a better performance that way.