There are approximately a gazillion Facebook Metrics available to track the results of your Facebook Ads. These can differ from objective to objective and Facebook is continuously adding and removing them as they deem fit. It’s always best to pick a few key metrics to track every single Ad on so it’s easier to compare results over time. With all of this information, it’s quite easy to suffer from ‘analysis paralysis’ and end up not knowing whether your Ad / Campaign has been a success or not. And that’s not even taking into consideration Google Analytics information!
As an agency, we are running several different Ads for different clients at one time, all of these with different objectives, audiences and Car Marques. We’re also constantly trying new things and tweaking our Ad Set’s to achieve the best results for our clients. Furthermore, we find that each client has a different idea of what ‘good’ looks like. This may be a high number of leads, lots of likes, comments shares and, more often than not, traffic to the web. Either way, we like to keep our costs low and our results high.
This leads me on to the 3 metrics that we believe are the key to success. These are all terms that people will be familiar with whether they work in Marketing or not and can be applied to any Ad, for any industry.
This is the number of times that your Ad is being viewed by a person. All good marketers know that the more a person sees the same message, the higher the chance of them interacting with it – be it consciously or not. This is why artwork and copy should be consistent across campaigns and also why a high Ad frequency indicates a successful Ad.
This number will likely start low but should be increasing the longer your Ad is live until it reaches a decent 10-15 times per person (depending on the length of your campaign). If you can’t get it higher than this then you may need to be increasing your budget to tackle that audience size! You may be thinking it’s ‘annoying’ for the viewer but really, if your target audience is set up well, you will be showing them something highly relevant and therefore a high frequency won’t be a problem.
Speaking of highly relevant targeting…
As daunting Facebook Metrics can be, they really do take some of the hard work away. By scoring your Ad’s ‘Relevance’ to the audience out of 10 (based on interactions) you are able to get a really good understanding of how your audience is responding to your Ad, be it the copy, artwork, format, and gauge whether your Ad is running successfully or not.
Of course, this score will also change over time, preferably increasing, so it’s worth keeping an eye on it but we at Marketing Delivery have decided 7+ is our goal. There are many factors that could influence your relevancy score so don’t just turn your Ad off if it’s low, look at your audience targeting again, or perhaps the imagery and wording of the Ad.
Low Cost per Result
And of course, last but not least, what everyone one wants to see: low cost per result! This may be Click/View/Lead but no matter what your desired outcome, it’s great to achieve. We believe that a combination of high frequency and high relevancy will ultimately lead to low cost per result (CPR). At the end of the day, you’re showing people what they want to see more times. We already know that high relevancy is the result of high interactions so the cheaper these are the better. Low CPR will also allow you or your clients to have a higher return on investment.
If you’d like to hear more about how we help our clients sell cars through Facebook Advertising then please get in touch here.