7 Quick Tips on How to Analyze Facebook Ads
Facebook paid marketing is one of the social media advertising strategies that businesses can use to boost their marketing campaigns further. Through social media platforms such as Facebook, businesses can further brand awareness, expand market reach, and increase investment return. As such, if you are already using the Facebook paid marketing strategy to promote and sell your products and services online, then you can use this article as a guide on how to analyze Facebook ads and improve them for the best results.
The Basics on How to Analyze Facebook Ads
Check out these Facebook paid marketing strategy tips on how to analyze Facebook ads and how to improve the performance of your Facebook ad campaigns:
Assess Awareness through Reach and Impressions
Running social media ad campaigns requires you to check on who’s viewing your content regularly. Thus, when you analyze Facebook ads, you need to look at two social media key performance indicators or KPIs. These are Reach and Impressions. Reach is the number of people who viewed your content. So, if 50 people saw your Facebook ad, you would get a reach of 50. Impression, on the other hand, is the number of times people viewed your content. Thus, if 50 people saw your ad thrice, you would get 150 impressions.
You then need to review the impressions-reach ratio. For instance, if a particular Facebook ad content gets a reach of 100 and a corresponding 1,000 impressions. As such, people saw your content ten times on average. You may not want to do this because people may get annoyed seeing the same ad repeatedly, which may lead them to hide your ad and report it as repetitive. With this, your Facebook ad’s relevance score decreases, leading to a higher cost per click (CPC) and cost per 1000 impressions (CPM).
Evaluate Engagement Rates
Keep in mind that social media platforms want their users to have an excellent user experience on their platform. So, it would be best if you displayed high-quality ads as part of your Facebook paid marketing strategy. Doing so will help you get high engagement rates. When we talk about engagement, we mean how people interacted with your content. These engagements include Likes, Shares, Comments, and Clicks.
When Facebook’s social advertising algorithm sees that your content has high engagement rates, it will signal that you have posted engaging content. With this, you give Facebook more reason to display such an ad to your audience. So, analyze your Facebook ads to see which content engages better with your market and create more of that.
Monitor Click-Through Rates
The percentage of people who clicked your link after seeing your ad is what you call the click-through rate (CTR). So, as part of your Facebook paid marketing strategy, you need to check and analyze your Facebook ads’ CTR because it is an indicator of their quality. The ideal CTR for Facebook ads is between 2% to 5%. Illustrated below is the average click-through rate in Facebook ads per industry.
When you get more people to click on the link, your ad becomes more relevant and engaging. If you want to save on your budget, you should focus on getting a high CTR, especially when you are running a campaign where you pay for the impressions.
Track Ad Engagement Breakdown
When you analyze Facebook ad campaigns, you also need to see the breakdown of your audience. You can track this on the Facebook ads manager dashboard. If you click on the Breakdown icon and select “By Delivery,” you can identify the age, gender, business locations, country, media device, platform, and more, of the people who engaged with your Facebook ads.
Knowing these bits of information allows you to modify and target your Facebook ads in the next cycle of your social media marketing campaign. With this information, you can create your ads based on the demographics and location of the audience that engages with you more. Thus, allowing you to further optimize your marketing efforts to get the best results.
Check Bounce Rates
Now, you have people clicking on your Facebook ad. They then get redirected to your business website’s landing page or product pages. The next thing you should consider for your Facebook paid marketing strategy is what happens after they reach your website. You need to make sure that they stay on your site and browse through its pages. Otherwise, if they immediately click the exit button after staying there for a few seconds only, it would contribute to your website getting higher bounce rates. Reaching high bounce rates is terrible because it may mean that people click your Facebook ad and reach your business website but do not stay there for long.
One way to guarantee that people click on your Facebook ads and stay on your web pages is to present engaging and compelling content. So, check the content you have posted by far and analyze which topics appeal to your audience. You can even ask your audience what they want to see you post next. Reduce bounce rates; otherwise, search engines will mark your site as irrelevant. It then reduces your chance of ranking higher on search engine results pages (SERPs).
Monitor Conversion Rates
Aside from what was previously mentioned, it would help if you also highlighted the importance of getting a high conversion rate. The conversion rate is the percentage of site visitors that you have successfully turned into a paying customer. Businesses should focus on getting more conversions through their Facebook ad campaigns. As such, the conversion rate is arguably one of the most vital metrics that you should keep track of.
Thus, you can perform A/B Testing to know which content gets the highest conversion rate result. Based on the result of the test, you can choose to pause other ads so you can focus on running those that convert better or those that align with your current objectives. You can then track your Facebook ad campaign’s conversion rate using Facebook’s advertising platform and your business website’s analytics. Through this, you can see how many people you turn into customers after clicking on your Facebook ads.
Calculate Cost Per Conversion
The cost per conversion helps you evaluate if it is worthwhile to continue advertising on a particular social media platform. It also shows you if such paid advertising helps generate enough return on investment (ROI). You can get your cost per conversion rate by dividing the total amount you spent for an ad campaign by the total number of conversions. Thus, your cost per conversion is $5 if you spent a total of $50 and got ten conversions.
You can also calculate the average revenue per user (ARPU) to enhance your Facebook paid marketing strategy to help you decide further if an ad campaign is worth continuing. Say you have a customer that you know will bring in a lifetime revenue of $100. The $5 cost per conversion you spent would seem nothing. Then, you have a customer that brings in a lifetime revenue of only $3. This is lower than your cost per conversion, then you should stop running those ads already.
For a more advanced analysis of your Facebook ads, you can use the Facebook Ads Manager.
Optimized Advertising with Facebook Paid Marketing
Based on the things we mentioned above, you can now see why you need to analyze Facebook ads. You can appreciate the importance of monitoring, evaluating, and enhancing your ad campaigns’ performance on Facebook. So, should you require guidance on optimizing your social media advertising campaigns, you can hire a digital marketing company from the Philippines to provide you with Facebook paid marketing services and more.
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