Make your own quiz Facebook ad
Generate leads, recommend products, get better ROAS
Does this sound familiar? You’re on Facebook, scrolling through photos of people you haven’t talked to since high school. Just as you’re logging off, a Facebook quiz grabs your attention.
You’re thinking, This looks fun! Let’s see what type of entrepreneur I am!
Next thing you know, you’ve signed up for Marie’s email list and are on your way to buying her course—and it’s all because of a quiz you found on Facebook.
Quizzes attract people of all ages, genders, and backgrounds. And it’s no wonder. Wouldn’t you rather take a quiz than stare at a generic ad?
Most people would! So why not take advantage and drive more sales with a Facebook ad quiz?
It doesn’t matter if you’re a coach, web designer, or brand strategist. A Facebook quiz can attract major traffic and increase sales.
As promising as this sounds, you might be new to Facebook ads, thinking, I have no idea how to run ads, let alone a Facebook quiz!
Don’t worry, I hear you! Facebook ads aren’t a walk in the park, and that’s why I’ve built the ultimate guide to creating a Facebook quiz and running Facebook ads.
I’ve broken this guide down into four parts. Here’s what you’ll learn in each:
Get cozy, grab a notepad, and prepare to leave this guide feeling like a Facebook quiz pro.
Let’s get started!
Part One: Why run a Facebook ad quiz campaign?
Three reasons why a Facebook ad quiz is worth your time
If you google “Facebook ad strategies,” you’ll find a bunch of actionable tips. And yet, none of these articles recommend an ad quiz.
It’s a shame, really! Quizzes are a unique alternative to the average “sign-up” form. They stop people in their tracks.
Not to mention, over 98% of Facebook users access their accounts on mobile phones.
This means you’ll attract a different pool of clients on Facebook than you would on your website and other social media channels.
Take a look at Kristen Poborsky, a marketing strategist who attracted 10 to 15 email subscribers per day with her lead quiz.
She shares, “With an average of 10 to 15 opt-ins a day, costing me anywhere from $1.50 to $2.25 a lead from Facebook, I’m pretty happy.”
Let’s review the three main reasons why a Facebook ad quiz is worth your time.
- They grab people’s attention and make them want to participate.
- They’re popular with people who scroll Facebook on their phones.
- They’re a fantastic way to get more email subscribers.
Maybe you’re thinking, I’m convinced! Show me how to make a Facebook ad quiz. Or perhaps you still need to see a Facebook quiz in action. I’ll do better than that! Let’s go over five Facebook ad quiz examples and talk about why they stand out.
5 facebook ad quiz examples
There isn’t a one-size-fits-all quiz, which is why I’ll inspire you with five popular Facebook quizzes. Some of these are lead generation quiz examples, while others drive conversions.
1. What type of entrepreneur are you?
Let’s take another look at Marie Forleo’s quiz: “What type of entrepreneur are you?”
Marie is the cheerleader you’ve always needed. She empowers users to take her quiz because of their “unique gifts” that will make their businesses “wildly successful.”
And notice how many times she says “you” or “your.” This simple language makes it feel like Marie is talking directly to you. Here are some ways to add “you” in a quiz title:
- What type of blogger are you?
- What’s your brand archetype?
- What kind of manifestor are you?
Check out the rest of our quiz templates here.
Last, Marie adds an estimated time for completion with “Learn your entrepreneurial type in 60 seconds.” Social media users need instant gratification; the shorter your quiz, the better!
Takeaway: Use encouraging language, direct your quiz to your audience, and highlight your quiz length in the CTA.
2. What’s your starchetype?
Saoirse Clare is a spiritual coach. She used a “What’s your starchetype?” quiz to guide users to their Starseed archetype (life purpose).
An interactive video AND a quiz? Talk about mesmerizing. And check out the engagement:
Quiz-takers feel inspired to share their results with friends and even random people! You can encourage sharing by adding, “I want to know which (type) you are! Share your quiz results in the comments!”
Takeaway: Test different types of copy and images within your ads. Study your Facebook ads comments, likes, and analytics to see what your audience likes best. Encourage quiz-takers to share their results in the comments.
3. Which therapy dog are you?
Coaches aren’t the only business owners who use Facebook ad quizzes. The Children’s Hospital of Los Angeles encouraged donations with a “Which therapy dog are you?” quiz.
CHLA matches donations through their quiz. This is effective because it makes people feel good about themselves, and it rewards them with a quiz!
Another thing to note is the quiz image—children with dogs? It can’t get any cuter.
Takeaway: Don’t skimp on your image. Upload a photo your audience will love. It can be cute, funny, or shocking.
4. The coffee quiz
The Coffee Shop attracts users to their store with a “Test your coffee knowledge” quiz.
People who love coffee really love coffee. With Facebook’s custom audience features, The Coffee Shop can target coffee addicts and get them thinking, I bet I’ll get all of these questions right!
Takeaway: Make it easy for users to share your quiz with others. Encourage them in your copy and add social sharing buttons to your quiz.
5. What type of stroller do you need?
Local businesses like Strolleria use Facebook ad quizzes, too.
Strolleria targets location with “Phoenix moms-to-be.” Whoever gets this ad knows Strolleria is just around the corner. Buying local is trendy! Take advantage of this selling point.
Takeaway: If you’re a local business, highlight your location in your ad copy. Make sure users know about your personalized products with a quiz description. As a bonus, set up a product recommendation quiz so customers go from interested to ready-to-purchase!
By now, you’re probably buzzing with ideas for your own Facebook quiz! It’s time to put these ideas into action. Keep reading to learn how to strategize and design a Facebook quiz your audience is sure to love!
Part two: How to strategize and design a Facebook quiz
Eight tips for making a Facebook ad quiz
Now you know why Facebook quizzes rock, but are you wondering how to get started?
I’ll show you how to strategize your quiz in eight steps. These tips will set you up for more engagement, more email opt-ins, and more sales!
- Choose an end-goal
- Define your audience
- Think of a topic
- Write 5 to 7 questions
- Create quiz results
- Write Facebook ad copy
- Build an email opt-in form
- Add a quiz landing page
1. Choose an end-goal
Running a Facebook ad quiz might sound as easy as setting up an ad campaign and hitting publish. But the most successful quizzes have an end-goal.
Ask yourself why you’re creating a Facebook ad quiz in the first place.
Most clients choose one of the following four goals: make sales, increase web traffic, grow an email list, or create a community.
Make sales: Your biz has a strong mission, and you need a solid cash flow to support it! A product recommendation or shoppable quiz gets your products in front of your audience.
Increase web traffic: Are you in the beginning stages of your biz? Then you’ll need a decent flow of web traffic to monetize your products.
Grow an email list: We at Interact LOVE email list building. You are the sole owner of your email list. You get to communicate with your audience however you want, whenever you want!
Create a community: Communities help your leads feel supported on their journey with your business. It’s also a great way to meet like-minded people. Our Facebook group tutorial will show you how to promote your FB community with a quiz.
Perhaps your goals are more specific, like:
- Get more webinar signups
- Attract students for online courses
- Boost sales with a specific product
Sometimes it’s best to choose one broad goal and then a specific goal. For example, if your broad goal is to create a community, your specific goal might be to increase online course sales by $X amount.
2. Define your audience
Your target audience is made up of the kinds of people who will look at your quiz and think, I have to take this! Facebook is known for customizable audience features, such as:
- Location: This feature is crucial for local businesses, but it also comes in handy for e-commerce. Let’s say you’re a spiritual coach. Your top customers might live in Sedona, Arizona, so you’d target your ads to Sedona.
- Behaviors: shopping behavior, device usage (mobile vs. desktop), traveling habits, photo uploaders, event creators, self-reported donations, etc.
- Demographics: age, occupation, annual income, and gender
- Connections: your Facebook friends and connections
Already have a Facebook custom audience? You can try a “lookalike” audience. Lookalike audiences generate another list of users similar to your custom audience, helping to spread your mission to new people.
What if you’re brand new to Facebook? How do you define an audience?
A simple way is using the “temperature” method—from cold to hot:
Cold: A cold audience is brand new to your business. They’ve never interacted with you in any way.
Let’s say you own an interior design business. You could create a Facebook lead generation quiz like “What type of interior designer are you?” to reel in interested users.
Warm: Once a user engages with you, they’ve moved from cold to warm. Warm users show interest in your biz by signing up for your newsletter or clicking through your website.
Let’s go back to the interior design example. If a user is interacting with your biz, they’ll need a more in-depth quiz like, “Is your house in desperate need of a redesign?”
Hot: Hot leads engage with your posts often. They’re on the brink of purchasing and just need a friendly push.
One example of a “hot” quiz could be: “What’s holding you back from designing your dream home?” This quiz would eliminate doubts and nudge users to take action.
3. Think of a topic
Your topic should propose a question that your audience is dying to have answered. For example, Jenna Kutcher helps users build six-figure photography businesses. She built a “What’s your secret sauce?” quiz to target new and aspiring photographers.
She knows that her audience needs help starting their photography businesses. Jenna’s quiz highlights her users’ strengths and encourages them to take action with free resources.
So, how can you think of a quiz topic? We’ll use the interior design example again. You might analyze your email list, sales, and blog to find out:
- Your audience’s desires: Do they want to design the ultimate living room? If so, create a “What’s your dream living room?” quiz.
- Feedback: Maybe your customers need clarification about the best color palettes for modern homes. Turn this into a “What color palette is best for your home?” quiz.
- Your audience’s struggles: Perhaps you have a bunch of leads, but they don’t know how to afford a newly designed home. Create a “What should you DIY today?” quiz.
Personality quizzes do great on Facebook. If you get stuck thinking of a topic, use the template “What type of (blank) are you?”
4. Write 5 to 7 Facebook quiz questions
Think back to the last time you hopped on social media. How was your attention span? Did you read every Instagram caption? Or did you press the “heart” button and move on?
Most people move on quickly, which is why we recommend asking no more than five to seven questions. Social media demands your attention with images, ads, news, and the latest updates on your friends’ lives. If your quiz is too long, users will lose interest.
Here are a few tips for creating interesting Facebook quiz questions.
1. Write easy-to-read questions and answers
Nobody has time to research the definition of words like “aberration” and “cupidity.” The average person knows and uses 15,000 words per day. Keep your communication simple with everyday language.
Saoirse’s question is straightforward: “Choose the word you think others would most likely use to describe you.” Easy peasy.
2. Use images
Make your quiz pop with vibrant images. With Interact, you can add images to each Facebook quiz question.
You can also use answer images.
It’s easy to upload personal images or find free stock photos with our search engine.
3. Be yourself
Quiz marketing works because it’s entertaining. Integrate your personality, use bright colors, and write as if you’re chatting with your BFF. Quizzes should never be taken too seriously. Have fun with them!
5. Create quiz results
The best part about taking a quiz is seeing your results. Most result pages use a similar structure to deliver value. We’ll show you how it’s done with Jenna Kutcher’s result page.
A user’s quiz result should always be at the top. It’s also a good idea to add a custom description below. This way, users know their results and what they mean in 20 seconds or less.
Along with your short description, offer a long paragraph (or two) about the results.
Shine a light on your audience by discussing their struggles and desires. Include an optimistic message at the end.
And don’t forget to introduce yourself!
Tell users about your business and how you help people achieve X.
Then turn the spotlight back to the reader and tell them more about their type.
Offer next steps and use your resources to guide them.
Jenna added a list of relevant podcast episodes as a free resource. Along with podcasts, you can include downloadable PDFs, audio recordings, e-books, or blog posts… The possibilities are endless!
And last is the call to action. Tell readers you’ll pop in their inbox with relatable content. And that’s it!
Aim for three different result pages (five to eight is ideal) and don’t be afraid to get down and dirty with the details.
6. Create Facebook ad copy
It’s one thing to build a Facebook quiz, but what about the ad itself? Let’s take a look at Warby Parker’s Facebook ad quiz.
Right away, Warby Parker targets their audience with, “Looking for new glasses?” People who shop Warby Parker love to get the latest frames, and this question reminds them that it might be time for an upgrade.
Let’s take a look at the words they choose: “Answer 5 quick questions and we’ll suggest some great-looking frames for you to try at home for free!”
Power words like “quick” and “free” tell your audience, You’ll finish my quiz fast and I’ll give you something for free in exchange. Some other power words include:
- On us
Now let’s talk about the image. Warby Parker sells affordable glasses, so it makes sense to upload a picture of frames.
If you own an e-commerce biz, upload photos of your product. Or, use lifestyle images, which are photos of people laughing with friends, eating food, or hanging out with family. Anything that illustrates “everyday life” is a lifestyle image.
And last is the call to action: “Take this quiz and find your perfect frames!” The CTA tells users the benefit of taking their quiz—finding a great pair of glasses.
Warby Parker is one of many Facebook copy examples. Head back to our 5 Facebook quiz examples and study the copy. Take note of what you like and then integrate it into your strategy!
7. Build an email opt-in form
Email opt-in forms ask users to exchange their email address for their quiz results.
Along with the user’s quiz results, you can also hand out a freebie. Makhosi, for example, offers a “free bonus meditation” just for taking her quiz.
Are you interested in building an email opt-in form? Great! Here’s how to get started.
On your quiz editing page, switch Lead Generation to on.
Next is the opt-in form. Fill out the info you’d like to collect from each user. Most people don’t need anything more than a name and email address.
Next is your form settings. You can:
Allow users to skip opt-in forms. This way, you’ll collect emails from people who genuinely care about your business.
Enable a GDPR compliant consent checkbox, so users can confirm their interest in your quiz by checking a confirmation box.
Last, put the finishing touches on your form with web copy and a CTA button.
Hint: If you offer a freebie, tell your users! Say something like, “Get access to your quiz results and FREE training.”
You can learn more about email marketing with our complete list building guide.
8. Add a quiz landing page
A quiz landing page is a buffer between your Facebook ad and the quiz itself. When someone clicks on your ad, they’ll redirect to a landing page before taking your quiz.
Most landing pages include two features.
1. Why your quiz is helpful: “Knowing your design style is the first step to creating a cohesive look in your marketing.”
2. What users get in return: “Discover your Design Spirit and receive personalized + actionable tips on how to bring your style to life in your marketing.”
We’ve also seen clients take an additional step by including:
- A video of themselves talking about their quiz
- Images of their freebie
- Their quiz results
Now you’re probably wondering, Why should I create a quiz landing page, anyway?
You can think of a landing page as a double opt-in. Facebook users have to click on your ad AND your landing page CTA button. This ensures that you’re attracting users who actually care about your quiz.
Even better, a customized landing page works great with Facebook Pixel!
With a landing page, Facebook Pixel can track how many users land on your quiz via Facebook ads. We’ll talk about this more in part three of this guide.
Head over to our landing page tutorial for 20+ examples of quiz landing pages and how to get started!
How to design your Facebook quiz
The good news is you got the hard part out of the way! Now you can put your strategy into action and beautify your Facebook quiz with Interact. In most cases, you can design a quiz in a day or less!
Let’s get started.
- Choose a template
- Design the cover page
- Match images to your questions
- Add result pages
- Correlate questions and answers
1. Choose a template
Time to get started! On your quiz dashboard, click Create New Quiz.
Now you can choose one of our templates.
Want to design your own quiz? Click Start from Scratch to start fresh.
2. Design your cover page
Next is the cover page. It’s important to tailor your cover page to your ideal audience. Use a relatable image and quiz copy. The design menu at the top will help you design with your brand colors, font, and logo.
You’ll add these three elements:
Title: Simply use “What type of (blank) are you?”
Image: Use our image search engine with Edit Cover Image, or upload your own design.
Call to action: “Take quiz!” will do.
3. Match images to your questions
We’ve already taught you how to brainstorm interesting questions. All you have to do now is copy and paste each one into your question pages. Then, hit Edit and insert an image.
Other than your main image, you can also add answer images. Answer images appear above the answer text and add a bit of pizzazz.
Click Edit at the top of each answer to add a photo.
4. Result pages
In your results, you’ll have more freedom to personalize your copy with an added menu.
We suggest linking some of your copy back to your website so that users have a chance to explore your business!
Find more design tips here: How to create a dazzling quiz result landing page.
You might also want to create a quiz results landing page with a landing page builder, like Unbounce or Leadpages.
Ashleigh Chanel uses her result landing pages to track how many Facebook users finish her quiz (more on this soon).
5. Correlate answers and results
You’re almost done! The last thing you need to do is correlate—or connect—your quiz answers with each result. Doing this will give users the most accurate results.
Head to each question page and click Edit Result Correlations.
Now you can connect each answer to the appropriate result(s).
Hit the eye icon at the top-right to preview your work. If you like what you see, click Publish—and you’re finished!
As you design your quiz, be sure to click the light bulb icon in the top right corner for our best tips for each quiz page!
Designing your quiz wasn’t too bad, right? Next, I’ll show you how to set up Facebook Ads Manager and add your quiz.
Are you ready? Let’s keep going!
Part three: How to set up Facebook ads
How to create a Facebook Ads account
This part is all about setting up your Facebook ads for a successful quiz funnel. But you can’t get started without a Facebook Ads account. I’ll walk you through how to set one up in three steps.
1. Sign up
Head to Facebook’s business account and hit Create Account at the top right corner.
You can’t use Facebook Ads without a Facebook account. You’ll either need to sign in to your Facebook account or sign up for one.
Is your Facebook account set up? Excellent! Now you can build a business account.
Enter your business details in the form above. Then, hit Submit.
Once your business account is ready, you can create your business page.
2. Set up your business page
It seems like every time you visit a local business, they encourage you to “like” them on Facebook, right? These businesses aren’t just trying to make the owners feel good. They want to drive traffic to their Facebook business page because it’s an easy way to connect with customers and stay relevant.
On Facebook, businesses can add their hours of operation, location, services, and reviews to their page. It’s like Yelp, but the businesses have more control.
You might be wondering, Do I even need a business page to run ads?
The answer is… not necessarily. If you’re a solopreneur and manage your social accounts, then a page isn’t required. But, if you check off any of the boxes below, you’ll need a page.
- Others are managing your Facebook ads
- You’re a Facebook ad agency
- You want control over who has access to your Facebook business page. In other words, you don’t want to give full access to an agency, vendor, or employee.
To get started, click the three horizontal lines and then Business Settings.
Head to Accounts > Pages. On the page, click Add > Create New Page.
Under Page Name, enter your business and then choose the most fitting category.
All done? Hit Create Page and you’re on your way!
3. Create an ad account
Now that you’ve got the basics set up, you can finally create your ad account! Under Ad Accounts, click Accounts.
Fill out your Ad account name, time zone, and currency. That’s it!
The iOS 14 update: How it affects Facebook Pixel and your ads (IMPORTANT)
You may have heard of the iOS 14 update and how it affects your Facebook ads.
Or, maybe you have no idea what I’m talking about. Either way, I’ll tell you everything you need to know about the iOS 14 update and how this change affects your quiz ads.
But first, let’s talk about Facebook Pixel.
Facebook Pixel is a piece of code that tracks certain user events. Examples of events include “purchase” or “sign up.”
Business owners also use Pixel to create retargeting ads and lookalike audiences. (More on this later!)
Back in the “old” days, you could track numerous events with Facebook Pixel and use the data to target your ideal audience. This was hugely beneficial for small businesses.
But things have changed.
In early 2021, Apple rolled out the first wave of the iOS 14 update. With this update, Apple users can opt out of Facebook Pixel.
So what does this mean, exactly?
Let’s say Samantha updates her iPhone to iOS 14. Later that day, she downloads an app called Pal. Before the download begins, Apple asks, “Hey, is it okay if this website tracks your data?”
Samantha decides to opt out of the tracking. So Pal is now limited to tracking only one event instead of all her activity.
Maybe you’re thinking, Well, I don’t own an app, so why is this going to affect my biz?
Get this: iOS 14 affects both apps AND online shops. Below is a chart of what you can no longer implement with Facebook Pixel.
Unlimited pixels: Before the iOS 14 update, Facebook allowed you to add unlimited pixels to a website. (One pixel equals one Facebook account.) Now, your domain can track one pixel.
This change isn’t too bad, as businesses only need one domain. But it’s unfortunate for anyone who uses multiple domains to track users.
Unlimited standard events: Before the update, you could track unlimited standard events like:
- Quiz leads
- Email signups
- Users landing on your quiz page
- Users finishing your quiz
And the list goes on. Not to mention, you could also track multiple custom conversions, which are personalized events you create. (I’ll talk more about custom conversions soon.)
Since the update launched, you’re limited to eight standard events and custom conversions altogether. No more unlimited tracking. And, if an Apple user opts out of tracking, you can only track one event out of the eight.
Attribution window: The attribution window is the period of time from when a user first clicks on your ad to the moment they take action with your site.
For example, if Samantha clicks on a Facebook ad but doesn’t purchase the item for another two weeks, Facebook will still count this item as a purchase from your ad because it fits in the 28-day attribution window.
The attribution window has been shortened from 28 days to 7 days. A shortened window gives you less data on whether your Facebook ads convert or not.
Overall, this update is bittersweet. On one hand, it’s great how customers can have more control over their data. But on the other hand, this update hurts small businesses because they can no longer customize ads like before.
So what does this mean for you?
The iOS update makes it harder to target users, but Facebook still has ways to find your ideal audience.
It comes down to three steps:
- Verify your domain
- Integrate Facebook Pixel with your ad account
- Choose which user events to prioritize
We’ll prep you for the iOS update and walk you through each step below.
How to set up a Facebook ad quiz for the iOS 14 update
If you want to use Facebook ads effectively, you’ll need to follow every step below. I’ve customized these steps to work best with your quiz ad.
1. Verify your domain
Verifying your domain lets you make changes to your quiz ad. It also lets you connect to Facebook Pixel.
Before you verify your domain, you’ll have to create a Facebook Pixel. To get started, head to your Business Facebook account. Under Data Source, hit Pixels.
Name your pixel and enter your website URL.
Next, head over to Brand Safety > Domains and enter your business URL one more time.
Click Add. On the next page, you’ll see a “Verify” button.
There are three ways to verify your domain. We’ve found that updating the DNS TXT is the easiest way to go. Updating your DNS TXT means copying and pasting a code into your domain host (Hostgator, Bluehost, GoDaddy, etc.)
Most instructions go like this:
1. Head to the DNS records of your domain host.
2. Copy and paste the text entry into your DNS record. Some hosts will ask you to add “@” before the text.
3. Click Verify or whatever button you see at the bottom of the DNS section.
4. Head back to Facebook Business and click Verify Domain.
Note: These steps vary on your domain host. Head to your domain host for specific instructions.
All good? Great! Your domain is officially verified. You’re one step closer to running your Facebook quiz ads!
2. Connect Facebook Pixel
In the last step, we quickly created a Facebook Pixel. Now we’re going to connect Pixel with your website.
Under Data Sources, hit Pixels > Add Assets.
Select the ad account you created in part one of this guide.
Your pixel account is officially connected with your ad account. Head back to your Pixel page and click Open in Events Manager.
Next, click Continue Pixel Setup.
A window will appear with two options: Conversions API or Facebook Pixel. Click on Facebook Pixel.
There are two ways to add the Pixel to your site: manually or with a partner integration. Examples of partner integrations are WordPress, Shopify, Big Commerce, and Kajabi.
Adding your pixel code manually means copying and pasting the code into your website’s footer.
Partner integrations come with different instructions, depending on the partner.
Click on the right partner integration to see a specific set of instructions.
Guess what? We’re halfway through!
3. Create custom conversions
The iOS 14 update allows you to track eight different events:
2. Add payment info
3. Initiate checkout
4. Add to cart
5. Complete registration
7. Add to wishlist
8. View content
These events are helpful, but none of them answer questions about your quiz funnel. For example, you might be dying to know how many users landed on your quiz through Facebook ads.
This is where custom conversions come in handy. When you create a custom conversion, you can discover different quiz data, like:
- How many users land on a certain page of your quiz funnel
- How many users land on your quiz results pages
- If someone visits your page for 45 seconds or longer
- If someone reads more than 50% of your blog post
Best of all, a custom conversion isn’t hard to create!
Below, I’ll show you two ways to create a custom conversion. The first tutorial shows you how to track the number of users who land on your quiz result pages.
On your business account, click on Pixels and then Open in Events Manager.
In Events Manager, click on the Green “+” button and then hit Custom Conversions.
Name your conversion and add a quick description. Then, change your data source to your Facebook Pixel.
Under Conversion Event, hit All URL Traffic.
Now you’ll add each of your results landing page links into Rules. This tells your pixel which pages to track.
You’ll see a checkbox next to conversion value.
A conversion value tells your pixel to track your return on ad spend. Let’s say your conversion value is $50. Pixel will tell you how many times you hit that goal.
This scenario doesn’t call for a conversion value, so we’ll leave it blank and click Create.
Using the Chrome plugin, you can head to your result landing pages and make sure Pixel is tracking each of them.
Pretty cool, right?
Let’s move on to the next custom conversion. As you know, iOS 14 lets Apple users opt out of Facebook Pixel. Ashleigh noticed how this update altered her quiz analytics.
Google Analytics told her that X amount of users took her quiz, while Facebook Ad analytics told her another number. Not too reliable, right?
But we have good news: you can fix this problem with custom conversions! All you have to do is track how many users land on your quiz page. This way, you’ll know how many people clicked through your ad and went to your quiz.
Note: As we mentioned in part two of this guide, you MUST use a custom landing page to implement this custom conversion. Head back to “Add a quiz landing page” for a refresh.
We’ll use Ashleigh’s quiz as an example. First, create another custom conversion. Name your quiz “View Content” or something similar. Then, describe your conversion.
Next, open a new tab and head to your quiz page.
Paste your link under Rules.
Now you’ll know how many Facebook Ad users land on your quiz. You can use this information to audit your ads and see how well they convert.
4. Optimize web events
At this point, you’ve verified your domain, connected Facebook Pixel, and created custom conversions. These steps have led you to the most important part—prioritizing your web events.
Let’s go back to the iOS 14 update. If someone says “No” to data tracking, your eight Pixel events will shrink to one event.
Here’s the thing: Facebook won’t know which event to track until you prioritize your event list. This last step will teach you how to do just that.
In the Events Manager, click Data Sources.
Hit Aggregated Event Measurement > Configure web events.
You should see your verified domain on the next page.
When you click on your domain, a dropdown menu will appear with Manage Events. Click on this button and then Edit.
Now you can prioritize your events! Click Add Events to get started.
Hit the dropdown menu under Event Name and choose a standard Pixel or one of your custom conversions.
You can add up to eight pixel events and prioritize them from “Highest priority” to “Lowest priority.”
You’re probably wondering, What events should I prioritize, anyway?
That answer depends on your motive. Are you selling e-commerce products? If so, “Purchase” or “Add Payment info” are good options for you. If you’re generating more quiz leads, a custom conversion might be best.
You can always go back and make changes to your list, so feel free to try out different event lists.
All done? Hit Submit at the bottom right.
Check the “Yes, I understand these changes” box, and then click Apply!
Phew… You did it! Your Facebook quiz ads are officially optimized for the iOS 14 update.
Now, head over to the next section and set up your Facebook ad.
How to create your Facebook ads
In this section, I’ll show you how to create your Facebook ad quiz… Finally! I’ll use FB Ads Manager for this tutorial.
On your business account, click the hamburger icon and then Ads Manager.
Now you’re ready to get started!
- Create a Facebook Ad campaign
- Set up ad sets
- Add a budget
- Define your audience
- Optimize for delivery
- Set up your ad
- Embed your quiz with Facebook
- Choose a call to action
1. Create a Facebook ad campaign
Facebook ads can be divided into three tiers: your campaign, ad set, and ads.
- Campaign: Setting your objective. What is the purpose of your ad?
- Ad sets: The logistics. What do your budget and audience look like?
- Ad: The creative part. What ad copy and images will you choose?
We’re going to start with creating a Facebook ad campaign. Under Campaigns, hit Create.
Every time you create a Facebook ad campaign, you get to choose an objective. Most of our clients will either make a conversion or traffic ad.
Conversion and traffic ads have almost all of the same settings. There’s just one difference, which we’ll go over soon.
Let’s start with a conversion ad. Conversion ads help you convert Facebook users into quiz-takers, buyers, or email subscribers.
Name your campaign the same as your quiz title or something similar.
Then, hit Continue, and your campaign is ready to go.
2. Set up ad sets
Now let’s move on to your ad sets. On the left-side toolbar, click New Conversions Ad Set.
You can rename your ad set for the demographic you’re targeting—men, women, shoppers, business owners, etc.
Now scroll down to Conversion.
Keep your event location as Website. Now you can choose your Conversion Event to be a standard Pixel event or one of your custom conversions.
Don’t worry about the Dynamic Creative or Offer boxes.
Now let’s head straight to your budget!
3. Add a budget
This might be the most intimidating part of Facebook ads. How do you know how much you should pay?
You’re not going to like this answer, but it depends. Consider your personal budget, and then consider how much you’re relying on FB ads to drive traffic to your quiz.
Ashleigh, the Facebook quiz ad guru, advises starting with $5 to $10 a day. Keep in mind that the lower your budget, the longer it will take to see results.
You can always go back and change your budget after you collect more data.
4. Define your audience
There are a few ways to go about choosing your audience. You can create a new audience, target a saved audience, or create a lookalike audience.
If this isn’t your first rodeo, choose a previous audience with Use Saved Audience or create a Lookalike audience. A lookalike audience recreates a past audience by targeting new users with similar behaviors and interests.
Tip: You can also export your email list as a lookalike audience!
If you’re new, start by targeting your ideal location, gender, and age group.
Due to the iOS 14 update, it’s a good idea to start broad and target as many people as possible. Targeting more people helps make up for users who opt out of Pixel. Plus, you can narrow down your demographics once you get more data!
From here, zoom in on users with detailed behaviors and interests. But what if you don’t know which details to choose? Just hit Suggestions and Facebook will create a few ideas.
Now let’s talk about placements.
Placements are where your ads will appear on Facebook—stories, the feed, the sidebar, etc.
Manual placements are great if you have deep research about your audience. Otherwise, it’s best to keep it Automatic.
5. Optimize your delivery (traffic ads only!)
After placements, you’ll see a setting called Optimization and Delivery.
If you’re building a conversion ad, leave this blank. But if you’re creating a traffic ad, listen up!
Optimization and delivery lets Facebook optimize your ad for a certain conversion, like Link Clicks.
Link clicks don’t tell you much about your quiz. What really matters is how many users land on your quiz page.
On that note, let’s change Link Clicks to Landing Page Views.
Now Facebook will show your ad to more people who are willing to click through to your quiz!
Okay, now that we got that out of the way, let’s continue setting up your ad.
6. Set up your ad
Setting up your ad shouldn’t take longer than 20 minutes. Start by typing in your quiz title under Ad Name.
In Ad Setup, choose between adding a single image or a carousel.
A single image will show one photo of your quiz, and a carousel will show a slideshow of different images or videos.
In this tutorial, we’ll upload a single image.
The primary text appears above the ad image. Target your audience with their desires, pain points, or questions.
Now you can write the web copy at the bottom of your ad. The headline is simple—just write the title of your quiz.
As for the description, you can add your “Quiz description” in the box.
7. Embed your quiz with Facebook
Users can’t take your Facebook quiz unless you add a URL.
There are two ways to embed your quiz with Facebook. First, you can copy and paste your website quiz URL into the box. This might be a quiz landing page, for example.
Quiz landing page example
When you add your quiz landing page, Facebook pixel can track how many users land on your quiz (as we showed you in Create Custom Conversions).
But what if you don’t have a quiz landing page?
That takes us to the second option. You can use Interact’s quiz link.
IMPORTANT: Facebook Pixel doesn’t integrate with Interact, so you can’t track how many users land on your quiz page via Pixel.
On that note, this is a quick fix until you build a quiz landing page. On your quiz dashboard, click Share & Embed next to your quiz.
Head to Facebook Ad and copy the link under “Link Facebook ad to quiz share link.”
Now, paste the link in the destination box.
8. Choose a call to action
The last part of ad creation is choosing a call to action.
There’s no “Take Quiz” option, but we’ve found “Learn More” to be the most related to quiz ads.
Tip: In your copy, add “Click ‘Learn More’ to take the quiz” for clarification.
The final product will look something like below.
Like what you see? Hit Publish at the bottom left corner and you’re ALL DONE!
Testing your Facebook quiz ads
You now understand how to run Facebook ads! It’s time to sit back and relax, right?
Sure… just not for too long! You want to get the most out of your quiz, don’t you? This means you’ll have to audit your performance at least once a month.
Below are a few tricks to help you measure your quiz performance.
I’ll start with your audience demographics. Remember when I advised you to set your demographics as broad as possible?
Now you can check who interacts with your quiz the most.
After a month or so has passed, head to your ad campaigns and click View Charts under the campaign you’re auditing.
Next, hit Tools + Apps. Scroll down to view your demographics.
In this case, the target audience is overwhelmingly women, which means this ad should target women over men. Does your ad target one gender over the other? If not, you might want to change your targeting.
Now let’s talk about logistics: click-through rates and cost per click.
Click-through rates tell you if your ads are reaching the right audience. The results should be AT LEAST one percent or higher.
The CPC, or Cost Per Link Click, shows how much your target audience costs. Aim for less than a dollar.
In this example, the CPC is higher than usual. Maybe it’s time to make changes to your demographic. Or, perhaps this audience reels in an amazing ROI and is worth the upfront cost.
If you’re not getting the results you want, go back and make changes to your ad copy, images, or the quiz itself one at a time. This way, you’ll understand which changes convert the most.
Oh, and guess what? You’ve MADE it through this entire Facebook ad guide.
You may want to use the data from your Facebook ad report later. Export your campaigns from Facebook Ads to BigQuery, Excel or Google Sheets, depending on which service you use for your data management.
Your next steps: extra resources
We’re virtually “cheering” with you because you’ve made it through this ENTIRE Facebook quiz guide!
Hopefully, you feel like a Facebook ad expert now, because you just learned COUNTLESS tips. Or perhaps you’re still a bit overwhelmed with this Facebook mania. Don’t sweat it! This guide isn’t going anywhere—bookmark it to come back for a refresh anytime.
There’s one more thing to cover before we let you go: extra resources. We want to make sure you’re as prepared as possible to streamline your Facebook quiz strategy.
Here are some of our best resources to help you get started on the right foot:
1. Optimizing a quiz landing page: Facebook ads work best when you direct users to a landing page. This guide will teach you how to create an optimized quiz landing page.
2. Embedding your quiz to your website: Make sure your quiz is correctly embedded to your site with this step-by-step tutorial!
3. Making a poll on Facebook: Facebook polls are a popular way to gather feedback and interact with users. Head over to this article to learn how to create a Facebook poll with Interact.
Now you have everything you need, so get out there and make some Facebook ad quiz magic!