METRICS FOR SUCCESS

HOW I USE FACEBOOK ADVERTISING FOR MY CLIENTS AND WHAT THE RESULTS MEAN TO ME

BLOG5I believe that there are many ways to measure the success of advertising and marketing on Facebook. Because I’m the Ad Account Manager for the business I work for, Facebook ads are kind of my niche.

I’m still new to the game of Facebook advertising, and the social media world evolves more and more each day, so there are a lot of aspects to constantly watch. Personally, I use a few tools to ensure that my ad campaigns are successful.

First and foremost, you have to determine your audience or target market. These are the people who you want to reach with advertising. For example, one of my clients is a local campground. A good target audience for them would be people who have an interest in Camping, Floating, the Outdoors, etc. Now, when it comes to building your audience and determining which demographics offer the biggest ROI, I suggest using AdEspresso. Using this website, you can build one campaign and branch it off into different sections such as age, gender, interests, etc. These different branches can have different headlines and text but keep the same 6 images that ads usually use. Even if you had a campaign that you built in Facebook and not AdEspresso, you can use the website to view the results of past campaigns. I do that often.

BLOG4Once you’ve selected your target audience and have a reach that is both broad yet specific, then you’re ready to determine your budget. This will all depend on the goal you’re trying to reach with your campaign. I generally put the most money behind a campaign for Facebook page likes and website clicks. If you’re promoting an event or have a product or service to offer, you may want to put less money into it, and for a smaller amount of time.

Lately, I’ve been using graphics with my ads. But after attending Social Media Marketing World in San Diego, I’m thinking of a way to incorporate video. Right now I’m using six very striking graphics that are less than 20% text that also send a clear message about what I’m advertising and include the business logo. Do you know that all ads must be approved by Facebook, and are often are disallowed for really strange things? Graphics cannot contain more than 20% text, you cannot have certain images in the graphics, etc. It’s always a good idea to review the Facebook ad guidelines before submitting the campaign.

BLOG1Once your campaign begins, there are many ways to continue to measure its success. Using Facebook’s Ads Manager, you can view what your Cost per Click is. I usually want my Facebook page “Likes” campaigns to cost less than $0.50 per like. This way you know that you’re promoting your page to those people who are more likely to follow you. You have the option to view which graphics are performing, and in what ways. Very often I will find that one ad set is costing me $0.30 per like, while another in the campaign is costing $1.92/like. You can always go back and pause the ones that are driving up your CPC.

One of the most important things I’ve learned through trial and error is to go back and edit your audience. In Ads Manager, you can view the age and gender of the people who react the most to your campaign. Using this information can help you edit the campaign, while it is still running, to ensure that your money is going towards the people who are reacting to it. While you can use Facebook Ads Manager to view the age and gender of the people reacting, you can use AdEspresso to view the interests and behaviors of those people as well.

BLOG2Facebook advertising takes a lot of work and constant monitoring. However, once you get the basics down, you can play with the more advanced features to create an Optimal Advertising Campaign with Facebook.
Shasta Poole
Ad Accounts Manager
Project Manager
Social Climber Pro
www.facebook.com/SocialClimberPro
Twitter: @SocialClimberPr
Snapchat: @SocialClimberPr
LinkedIn: www.linkedin.com/shastapoole

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