Creating an amazing advert is just one part of a successful campaign though. What’s just as important is what comes next – which is the process of managing your ads and changing them.
Thing is, it’s almost impossible for you to get this completely right from the start. Instead, you’re going to need to have a play around in order to get good at it.
What’s more, if you keep looking at your data and tweaking accordingly, then you will be able to ‘evolve’ your ads to adapt to the market. Not getting as many conversions as you’d like from your ad? Try changing the position, try changing the text slightly, or try circulating the image. Maybe try slightly altering who you’re targeting too. Do each in turn and see whether your stats rise or fall. Keep making changes like this and over time the ad will become optimized and will be as efficient as it can be.
So how do you do this? The first place to start is in the Facebook Ads Manager. Here, you’re going to find a list of all your latest campaigns with a summary of their performances.
This page shows all of the most useful data from each of your campaigns which includes whether the ad is live or not, how many positive results each ad has yielded, how much each ad is costing you and what the reach of each ad has been so far. You’ll also be able to see your total spend.
Over the data table on the left meanwhile, you can opt whether you want to see the stats for campaigns, ad sets or ads. On the right, you can select the timeframe you want to look at – this is useful because you can see how they’re performing in the long-term versus right now.
For a more detailed breakdown, take a look at one of the ads or campaigns just by clicking on them. Now you’ll be shown a graph that will look like a line graph and that will plot the clicks/conversions/likes of your specific ad over time. This is where you will be able to see the impact that a particular change had – simply log when you made the
change and see how this impacted on the trajectory of your clicks or likes. Another way to do this is to make two very similar ads/campaigns and to look at which one is performing best.
An important figure to look at among all this data is the ‘frequency’ figure. This number tells you how regularly your ad is being seen by the same person. If your ad frequency is high – say above 15 – then this suggests that people have seen your ad repeatedly and have probably already bought from you or aren’t going to. This would be a good time to try mixing things up a bit.
Advanced Data
If you want even more advanced data then click ‘view report’. Here you will get a lot of raw data you can analyze and this will include such figures as your ‘cost per action’ which tells you more closely what your ROI is likely to be for a given ad. This can show you all sorts of clever things – such as whether your users are using the apps they installed.
Another cool feature here is the ability to view aggregated data. This means you can break it down to view data by age, by location, by sex etc. This is very handy because it will let you see where your ad is performing best. That way, you can either choose to focus your future ads on that group more, or you can look at why you are underperforming in some areas and at what you can do about that
