After the ads have been running for a period of time, monitor the effectiveness of the running ad campaigns through the ad management tool, and then make corresponding evaluations and optimization adjustments. The evaluation and optimization of Facebook paid ads is a long-term process, and the corresponding effect cannot be achieved in one go. On the premise of determining the right product, based on the analysis and evaluation of advertising data, continuously test, eliminate, and create new ads, and find the winning ad group through key indicators, so as to finally bring profits.
Different products and different advertising goals have different key indicators. Let’s take the ad campaign created by a musical instrument store with “traffic” as the goal as an example to see how to evaluate and optimize Facebook paid ads.
The owner of a musical instrument store hopes that people will click on the link in the ad to visit the website of the musical instrument store and learn more about the guitar repair service. The owner created an ad campaign on Facebook with “traffic” as the ad goal. The ad is a video that tells how the owner repaired a guitar that was severely burned in a fire, which truly demonstrates his repair ability. After a week of delivery testing, the ad group received 280 link clicks, and the cost per result was $0.29, so the amount spent by the ad group was approximately $81.
The store owner checked the demographic data in the ad management tool and found that 85% of the users covered by the ad group were male and 14% were female. Among these users covered by the ad, 85% of the users who clicked the link (and took the expected action) were male and 10% were female. The cost per result for males was $0.29 and for females was $0.32.
The store owner checked the details of the delivery data in the segmented data of the ad target group characteristics: placement, and found that among all the placements (Facebook, Instagram and Messenger), only users who viewed the ad in the Facebook placement had a click conversion. After selecting desktop only from the device type drop-down menu, it was found that none of the users who viewed this ad on a computer clicked the link.
If the store owner’s established performance indicator is 100 link clicks, then the ad group has reached its goal. However, from the above case, we can see that the primary goal of the music store owner is to attract people to apply for repair services, so by evaluating the ad group, the store owner found that:
·The number of repairs in the week when the ad was run was only five more than usual. (Key Metrics)
· There was a significant increase in the number of people signing up for music lessons. This is because every user who clicked the ad visited the music store’s mobile website, where they only noticed the service and lesson information on the landing page.
· The store owner is happy to see an increase in the number of students taking lessons, but his primary goal is to generate more business for the repair staff.
· The repair video ad may be more suitable for “Brand Awareness” or “Video Views” campaigns, and the “Lead Generation” campaign may help them find people who need musical instruments repaired.
Through the above thinking, the store owner found that the campaign using the “Lead Generation” goal had a much smaller number of results than the campaign using the “Traffic” goal. Based on the evaluation of the “Traffic” campaign, trying to optimize the audience and placement may have a better effect. Create an A/B comparison test, or try to run multiple ad groups and multiple ads to show more relevant creatives to different audience segments.
The process of ad optimization is the process of constantly adjusting it, and after a series of variable adjustments, the ad reaches its delivery goal. Variable adjustments need to be based on advertising data after the advertisement has been running for a period of time and cannot be made out of thin air.