9 factors that influence Facebook's advertising performance
Author: Ajay is an online advertising expert with 5 years of experience in Google Ad Language and Bing Advertising, as well as good experience in managing a large number of Facebook advertising campaigns. Ajay doesn't spend much time bringing ROI from ads on Adwords, Bing and Facebook.
Facebook's expanded creative controls and enviable user base can lead to more conversions than PPC channels.
With 1.65 billion monthly active users on Facebook, this huge number gives it an amazing user base and a greater chance of conversion.
Before delving into the nuances of Facebook's ad conversions, you need to focus on conversion tracking. Tracking is important because it helps you develop policies based on the data you receive from tracking.
What is conversion?
Transformation is a term that is often misunderstood. Only sales don't mean conversion, it can sign up, download free eBooks, subscribe to newsletters, check out, add items to your shopping cart or view key pages.
In summary, these actions are to achieve the behavior you expect before the conversion. The impact of transformation is indeed multi-erring. Tracking this element is important for planning for the next step.
Track conversions on Facebook
The trace pixel has multi-dimensional utility.
On the one hand, it provides reliable data about the performance of your ads, and on the other hand, you can discover the drawbacks of your landing page or website.
You need to place pixels in the title of the site page, especially in the active page you want to record.
Pixel provides Facebook with comprehensive tracking of your ad performance and then shows your ads to interested visitors.
Conversion tracking is also an important activity in real-world marketing practices.
By tracking conversions and using data received by Facebook Custom Audiences, you can show your ads to visitors who have visited your site.
The success behind re-marketing is tracking visitors who have shown some interest in your site. Here, Facebook filters out un interested visitors and makes promotions more accurate.
10 factors that affect the effectiveness of Facebook ads
Defining your audience is a key factor in conversion.
On Facebook, you can customize your audience sequentially.
Here you can target audiences of different ages, genders, interests, majors and geographic locations.
It allows you to set your goals. By using the conversion tracker, you can also determine which geographic region or age group responds more.
One of the basic mistakes every marketer makes is that he thinks his competitors belong only to his own industry. Ads don't appear in the desired location until they're winning.
You shouldn't forget that for an ideal advertising space, not just for your own industry, but for many other companies from different industries are competing. Customers who meet expectations in this way become tricky.
Users may have more than one interest, such as reading, fashion, food, cycling, etc. As a result, brands from each department attract his attention after the user. They will come with unique ads and eye-catching copies in the news tito area.
On Facebook, there's a lot of people out there who want to switch. All you have to do is find them.
Most of your target users don't know you, but they may have similar interests. They may not like you or trust you. But a small percentage of people are willing to buy your product or service. Your job is to get them to switch.
Next, there will be a department that knows you, but they may not have made any purchases yet. So they know your reputation, want to be positive, and want to buy. This audience has more possibilities to be converted.
Finally, the population that had previously purchased it still existed. This pile may be small, but it is the most valuable. They will buy again unless they experience an unpleasant experience after the purchase. Cultivate them carefully.
The quality of advertising is of the importance of the highest importance.
High-quality advertising has no choice.
High-quality ads can increase conversion rates, while poor-quality ads can reduce conversion rates. There are now two metrics to measure the quality of your ads
The first is the related score.
Relevance Scores are calculated based on positive and negative feedback your ad gets from its target audience.
Now you can measure the relevance of your ads to your target audience. Ratings are calculated on a scale of 1 to 10.
Now, don't be too happy. A high correlation rating doesn't mean your conversion rate will skyrocket. Make some adjustments in the advertising case.
A higher relevance score can reduce your ad spending. The growing relevance shows that your ads are well connected to your users to meet what they really want. The user's positive response increases your existing relevance score.
Ads with a relevance score of 8 will get four times as many clicks on similar ads on the same budget.
Another ad quality metric is click-through rate. Similar to AdWords, higher pointsStrike rates mean greater relevance and add more value to your audience. Divide impressions by the number of clicks you get to get click-through rates.
Because both parameters are interrelated, high click-through rates can increase your relevance. The closer you get to the needs of your audience, the higher your relevance score will be.
However, if you optimize for cost-per-click and target high click-through rates, you'll obviously pay the price. However, this will help improve your overall performance.
Each ad has its own peak hour of the day or week.
Try to provide your customers with more than he expects. If your landing page contains the contact number for the product query, don't forget to mention the call time.
If the customer doesn't get any response, he'll come back, which will make him uncomfortable. He will immediately turn to the next option.
It's not just days or weeks, peak hours are occasional throughout the year. During this time, Facebook was flooded with ads from different industries. Every company wants to make more money during peak hours.
Holidays or July 4th, during which marketers want customers to buy more. Although advertising costs more during peak hours, it's worth it.
Timing is a key factor in your cost per conversion. You should have a perfect understanding of Facebook's advertising schedule.
If you sign up for more purchases or subscriptions on average, it will split the extra penny you put in.
A large number of Facebook ads were rejected because of blurry copies of ads. This is because most marketers don't know the language of the ad. They don't have an advertising or marketing background to get a little bit of detail.
These copies of the ads do not describe their products in an appropriate way. This can cause ads to disqualify and prevent Facebook from displaying custom responses.
Your product may have amazing quality or good service, but all of these efforts are futile because advertising is not effective and how it affects the lives of others.
A high-quality advertising paper is on three pillars
(a) Understandable information
This is the primary criterion for a perfect copy of an ad. This copy must state the full contents of the ad, what it wants us to know about the product and what it wants me to do.
These three basic things are required. Even if you want to speak in an interesting way, you must follow these three basic points.
This message should be clear and understandable to your target audience.
The ad above provides comprehensive information about the offer, including details.
(b) A clear call to action
The clear call to action is that you can't leave the ad without. Strong calls for action are driving tourists forward.
Book now, call now, subscribe now, buy or sell now, and provide customers with a clear and strong message that he should take immediate action and drive this shift.
(c) Target revision
Be sure to get an objective review in your ad essay. After you write a copy, you may understand because you know your product best, but can you hear it from others?
Ask someone who doesn't know about the product and ask him what he understands about it. Does he know what you want potential customers to know? Such meetings are often eye-opening.
For any ad, whether it's on Google or Facebook, landing pages have a critical conversion space. The cost per conversion decreases as profit increases.
If the landing page does not have the required relevance and does not provide the information that the visitor is looking for, the visitor will only bounce back.
You can think of it as a gateway to a specific page or page and cause a conversion.
That's why landing page optimization has become relatively important.
A website can have multiple destination pages to promote different products or categories of services.
A well-designed landing page must have:
Follow these key points to review your landing page and use your landing page as the backbone of your campaign.
Women only buy beauty products when they get a green signal from someone they already use and are satisfied with. Not only is it a woman, but whenever he buys something new, he wants feedback from the product's users.
This Facebook ad shows a social proof that agency analytics is used by more than 1,500 agencies and freelancers.
It's a very natural human tendency, and it's also prevalent on Facebook. The experience of others as a social animal influences our decisions.
These products and services are usually purchased compared to products that do not have social proof.
For example, you enter Starbucks and publish a status update. Starbucks automatically gets social certification when your friend's comments follow this status update. Obviously, some of your friends will send it to Starbucks as soon as possible.
Simple color combinations, image selection or graphics work to make your ads stand out from the rest of the news feed. Select a picture that is directly related to your offer.
According to Facebook's 2016 guidelines, you should keep the image 1200 pixels wide and not less than 600 pixels wide. FB now allows the same image to be used for two different ads.
Inject happy faces into your ads, but keep in mind the context of your ads. Facebook's color scheme is blue and white. So don't use blue in your ads. In this context, orange comes out best.
Contrast the color combination with the background so that it is highlighted in the news section in the sidebar.
Instead of using easily identifiable signs, use images of women, pets and babies. They are attractive and compelling.
If done well, infographics work well. The Call Action button also helps with conversions. It guides visitors quickly to the space they want. In addition, it makes a strong value proposition.
You can use inventory images, but they are not recommended. Also try to find out if you should use soft or dark colors, professional or candid photos in your ads.
But at the end of the day, use your aesthetics to determine how well it applies to your product and brand image.
When you run a campaign, Facebook asks you to optimize your campaign. But to get the job done, you have to give him a sample size to optimize the entire campaign.
It takes at least 50 conversions to let Facebook know how to optimize the entire campaign. Facebook will find someone like that to show your ads.
You can optimize to increase the number of clicks on your site. In this case, Facebook tries to get people to click anywhere in the ad, but it's better to bring it to the destination page. It increases the conversion.
Optimization can also be used for unique daily reach and impressions (CPM).
Nevertheless, you should conduct a split test to see how other optimization services affect your campaign to find the best optimization service.
Are you afraid to put your ad in the sidebar? Are you worried about low click-through rates? Ignore this, as click-through rates depend on many other factors, primarily competition.
Sidebars are a competitive place where your ads must be tagged between news bulletins, friend suggestions, and group suggestions.
Ads on newsfeeds and sidebars appear as shown above.
As local competition increases, so do its costs. This situation affects the cost-per-conversion of your ads.
As the platform changes, so will the location of your ads. Tablets and phones now have a big share. Because mobile phones are high-value locations, it's expensive to run ads on mobile devices.
As competition intensifies, Facebook has changed its sidebar strategy and now has three ads in the sidebar.
Facebook's ad conversions are dynamic. They can't control it alone, they work symmetrically. Notice these factors to make your ads easier to convert.
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