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In the face of Facebook advertising metrics, how should we use these indicators to interpret the quality of advertising? Xiao Yi organized 6 important indicators detailed, for the series, today is the second part, miss the first part of the small partner can clickDo you really understand these six Facebook ad metrics? (Up)Learn

What is the Relevance Score?

Relevance scoreIt's Facebook that calculates a score of 1-10 based on the correlation between the ad and the target audience it targets, and the higher the score, of course, the better.

Some of the main factors that affect relevance scores

Relevance score is much more than a number so simple, interactive situation, click-through situation, conversion situation, click-through rate, negative evaluation, these indicators will eventually be reflected in this number, you can say to judge the success or failure of an ad, only look at the relevance score, you can get a lot of information.

Relevance scores will eventually be reflected in your ad spending, and for the experience of using the platform, Facebook is more likely to present ads to people who are more connected to them, and if they're not, sorry, Facebook will give you fewer impressions, and will charge you a higher display fee, forcing you to think about the reality of how to spend your money.

How do I track quality scores?

OneGo to the Facebook Ads Manager page, select Campaign, then Ad Set, and below the Ads tab, you can see a list of ads, each with its own relevance score.

TwoGo to the Facebook Ads Manager page, select Campaign, click on the Coolums drop-down menu, and select "Customize Columns"

Then, find the "Contact Score" indicator and add it to the display column.

How do I improve my ad relevance score?

1, monitoring too high advertising frequency

2, advertising design and documents and the target audience's concerns and pain points related

3, through the interest overlay to get a more accurate target audience

4, find the right delivery time

Use CTR to track click-through rates to determine if the ad itself is attractive

CTRIt's short for click-through rate, an indicator that everyone is familiar with, and it's the ratio of the number of clicks to the number of exposures. There are clicks to have conversions, so marketers have an unusual obsession with high click-through rates, but in fact, CTR only represents the level of interest of users, if you find the target audience, the product is also very catering to the target audience, high click-through rate represents a high conversion rate. In general, the click-through rate of high or low does not mean anything, low click-through rate of the campaign may be good conversion rate, high click-through rate of the campaign may not bring profit.

Since CTR represents an audience's level of interest in advertising, if ctR is low, it should be analyzed in three ways:

1, find the right target audience, but the advertising is really not strong, material and paper, no CTA, etc. , resulting in it can not get enough attention.

2, advertising may be possible, but the target audience is not targeted, resulting in lower CTR

3, the increase in the frequency of advertising will lead to a decrease in CTR, which is understandable, if the audience sees the same ad many times, it will not produce clicks

Use CPM to understand the overall cost of external competition

Advertising performance is not good, do not rush to immediately break the case, the reason is that the ad is not done well or the audience is not well targeted, there may be external reasons for this problem, if your bidding method is CPM (most campaigns are this way of bidding), you can view CPM (per thousand exposure costs) to find out exactly.

CPM is determined by these two factors
1, ads to reach the target audience of the degree of difficulty, usually the more accurate the target audience, the higher the CPM costs
2, ads reach the level of competition of the target audience, whether there is a certain number of campaigns in and you compete with the same target audience attention.

In the analysis of advertising performance, the most easily ignored CPM to pay attention to, when CPM increased, regardless of the ad click-through rate and conversion rate, the overall cost is up. This time if CPM up, but the budget or maintain the status, do not make corresponding adjustments, the number of exposure may be down, exposure down what does it mean? It should be easy to understand that there are very few conversions and that conversion costs are more expensive than before.

Use CPC to determine the quality of your ads

When it comes to CTR and CPM, is there an indicator that represents both CTR's advertising interest and the overall cost of CPM? There is indeed this indicator, and it isCPC, i.e. the cost per click. I have just said that most of the campaign bidding model is CPM, in this premise, CTR and CPC relationship is you up and me, I down your relationship, pictured.

I'll use the numbers to explain why he's the spokesman for CCR and CPM. Suppose you have a 20$ budget for an ad with a CPM of 10$, so you can show 2,000 times, and if you get 200 clicks, the CTR is 10%, so your CPC fee is 0.1$. If you get 400 clicks, then CTR is 20%, so the CPC fee is 20$/400 x 0.05$. So such an analysis, you can get CTR rise, CPC decline, and the reverse is also true.

Of course, CPM is an indicator of the overall cost size,CPM can also significantly affect the CPCIn the example just now, CTR is still 20%, but the cost of CPM increases from 10$ to 20$, under a budget of 20$ will produce 1000 exposure displays, if CTR is 10%, will generate 100 clicks, CPC is 0.2$.

So we can analyze a lot of things in terms of CPC changes.

Use exposure to determine the reliability of your ad data

ExposureAs an indicator data, and CPC, conversion rate ratio, only represents the number of times your ads are shown by Facebook, of course, exposure in the Awareness campaign is treated as an important indicator, because we usually think that the higher the exposure, the more likely the user to click and convert, this is not wrong, but need to add, to judge whether the ad itself is attractive to click, to see CTR, not exposure.

Exposure as an important metric should appear when optimizing your campaign, which requires A/B testing, creating different versions of ads and ad groups, and filtering out Winners. Of course, the prerequisite for filtering out Winners is that reliable advertising data, to exclude Lucky data, how to do, depending on your ad exposure, if the exposure is only a few hundred, but your ad data is very good, then these are Lucky data only, if not good, whether it represents has been bad?

 So the solution is to get enough exposure to reduce the sample error. So from the point of view of ad optimization, exposure is a very important reference indicator, to define the results of advertising must have at least 1000 exposures, if you can wait until 5000-10000 exposures, then I think the results are very reliable.

Evaluate the quality of the target landing page by comparing CTR and conversion rates

When CTR is beautiful, is everything great? No, the key depends on the conversion rate, CTR is high, but the conversion rate is low, how to do? The good news is that CTR and conversion rate data can be viewed separately, CTR represents the level of interest that users have in your ad itself, and conversion rate represents the level of interest that users are interested in the value provided by the ad after clicks, and conversion rate is a ratio of actual conversions to clicks.

High CTR and low conversion rates can help us understand and evaluate the quality of our landing pages.It includes the following:
1, login page itself design problems
2, the price of the product factors
3, advertising content and the actual value of the difference
4, the login page is missing conversion information

Well, these are the second and third of the six important indicators, do you understand? Understand the meaning of these indicators, you can cite one back three, optimize to improve the advertising performance Oh