Facebook ad delivery practice testing and data analysis (I)
Many people will say that Facebook's personal accounts are unstable and easy to block. Personal advertising accounts are easy to detect, be tagged, there are limits, about the advertising account this piece, it is recommended to refer to the previous article: a complete guide to advertising accounts.
What's the case like today? Pictured, I tested the creative, the new personal advertising account, normal delivery and review, no problem.
Mainly now many people know that Facebook accounts are easy to be blocked, for fear that the results of the final account is blocked money can not be taken out.
In fact, there is no need to worry, as long as the FB advertising policy, do not run imitation cards, contraband, personal accounts are also used, but personal account advertising costs have a limit, need to slowly increase the amount you can spend at a time, may start with only a few hundred, thousands of advertising quota, run a long time the amount will be increased.
This article is a brief description of the video content, the full version of the mobile video tutorial: https://www.youtube.com/channel/UCmpystVXMK8Hgah9ImqCf8Q?sub_confirmation 1
Focus on the first operation of Facebook ads and simple ad data analysis。
Create an ad
The access target is selected. The access target is suitable for B2B's official website publicity. Split the comparison test, campaign spending limit do not check the choice, the first time we choose to Jane, release out on the good.
The name of the ad group
Names are named primarily for subsequent data analysis (customizable). For most people (have their own brand, is the factory, is a vertical area of cross-border brands), the delivery and operation of two or three, on the basic in accordance with the advertising objectives of the country , product , customization (website, number, etc.) on it.
In short, you care about which points, from the name can see at a glance what your ads are running, where to run, what the product is, effective distinction is good. If you specialize in launching a company, you may have the optimizer's name, number, customer number, product, and so on.
The amount of access
The target location selects the site, i.e. the other person clicks the link to jump to my site. If you choose messenger, the other person opens messenger directly to communicate and chat with you. But be especially aware that you don't have a smart robot to answer or that multiple people have been answering customer communications online, so don't use messenger as a goal.
Choose a new audience, and the region selects China. You can see that 5.8 million People are using Facebook, not including international students, overseas Chinese and so on. That's still a lot.
The next step is to target your audience based on your own experience, and I'll talk about my own analysis.
Tutorial positioning target is foreign trade, cross-border talent, age should be 18-60 years old, men and women unlimited, language Chinese.
Platform keywords: probably Alibaba, Global Resources, Made in China, Amazon, Express and so on.
Key words of the exhibition: Canton Fair, Frankfurt Lighting Exhibition, some industries of the exhibition name
Foreign trade-specific vocabulary and interests: international trade, customs, international business, international etiquette
Industry job keywords: sales, business manager, self-employed, ceo
Things to keep in mind:
For each keyword entered, the estimated number of coverage will increase, with the estimated number of individuals estimating that the B2B business will be between 100,000 and 1 million, and the number of B2Cs will range from 300,000 to 3 million.
The keyword section above does not have this tag, or the estimated number of people selected for this tab has not increased much, indicating that there is a high degree of overlap with the previously selected audience interest, and no choice is a problem.
Find known target customers, analyze what's posted on pages liked by their groups, and find inspiration to search for keywords.
Narrow your audience:
If you choose to have too much interest, you need to be more precise. This narrowing audience is the role of the collection. Interested in A is also interested in B. If you're only interested in A, people who're not interested in B won't be included in the ad coverage. This sample audience is smaller and no longer shrinks.
In fact, this function I use less. Exclude a portion of the population from this group that you have selected. For example, I want to cast FB tutorial ads related, that audience may contain some student groups, I exclude them. It can be excluded from the dimension of education. Those with academic qualifications in 2014-18 may still be students, excluded. (In fact, because the estimated number of people covered is only a hundred thousand people, as well as China's particularity, most people will not play FB, information, etc. are also filled in very little, so the exclusion of the audience impact is relatively small.) )
Interest Expansion:"This allows Facebook to automatically expand its reach in your segment targeting when you have the opportunity to reach more people who are likely to click on your link," says benevolent people, as checking sometimes gives you a tenfold increase in your estimated audience. Look at the ticked audience that isn't in the suggested audience. Don't check if you're not there.
PSWhere there are so many truths and absolutely correct, you can also take your own path based on your own experience and tests. Running your own product according to someone else's running method may not have very good results. You can refer to it when you get started, that's all.
Save your audience:
Such a carefully selected audience, well preserved, can be called directly later. Naming refers to the rules above.
New to all recommend the choice of automatic layout, let the system to help you optimize.
Of course, there are special measures, will only choose ins layout and Facebook News Feed. I'll choose the automatic version here.
Budget and scheduling
I chose the total budget of 30 RMB, put 3 days.
Here's the note:
Some people choose a one-day budget test, may choose 5 knives or 10 knives a day based on other tutorials or previous experience, then I often choose 5.1 knives, 6 knives, 11 knives and so on a little more than they do. That's a trick.
A lot of content is to be learned in the community exchange, their own snort and groping, the cost is very large.
Scheduling issues, if you choose a one-day budget 5 knives, 10 p.m. advertising audit passed, it is only 2 hours to spend 5 knives of the budget, need to pay attention to. So budget scheduling is best to set aside time for ad review and pay attention to choosing the budget method.
Other content remains the default option.
The ad name creation rules are shown above. 5 ad formats We choose the simplest single image.
(Video demo creating the full process)
Single picture footage size requirements: Recommended picture size: 1,200 x 628 pixels Picture aspect ratio: 1.91:1
Go directly to the canva.com website to select design and download.
Personal account Alipay top-up, I do not know whether it is due to network problems or other reasons, after scanning, shows that the payment has been successful, Alipay has been charged 30 yuan, but the page did not jump. So there are customers to pay again, and even have to pay 3 times. Of course, overpayments will be in your ad top-up account.
Click OK after payment. Just close the page without jumping. It's supposed to be a bug.
Because it's really just an experimental ad, I'll just talk about a few important indicators in ad analysis to let everyone know what a good ad is and what criteria there are.
(Video shows how to customize the analysis bar, which indicators are more important, screenshots are too tired, we watch the video, my voice is also very nice.) )
cpm: How much does every thousand ad impressions cost you? The lower the cost, the more competitive your ads are, and you have an advantage in the competition for advertising space. The indicator also provides a side-by-side indicator of consumption levels in different countries, with the U.S. cpm mostly higher than Indonesia's. The thousand exhibitions in most countries have a reasonable scope.
Domestic words this advertisement thousands of more than 4 pieces, in fact, according to the accurate advertising should be between 1-2 yuan.
cpc: Cost per click. This indicator is familiar to everyone, the same is the lower the better. The lower the proof that your material is good, the more people are willing to click.
ctr:click through rate. Click-through rate, different standards and performance in different industries, personally feel that more than 3% of click-through rate ads are a success.
Relevance score: 1-10, 10 points highest. Previous articles have mentioned it many times. If an ad relevance score is below 5, it's a good idea to turn it off or change your audience to change your footage. Performance above 7 points is quality
Nice ad. (Then sometimes this score doesn't seem to be very relevant to the order)
These indicators are the most commonly used to look at the metrics, of course, there are roas, single effectiveness costs and so on, those after the corresponding content let's go into detail.
Finally, why can my new personal advertising account run ads so smoothly, the quality of advertising materials is still so junk, but has not been sealed? Instead, a lot of other people's old accounts were blocked when they tried to advertise?
Mainly because the number is not in place, a new account, the content of the public home page casually take a name, introduction to nothing, the post is not sent, naturally in the eyes of Facebook seems abnormal. It belongs 薅 wool.
This video is here, finished.
ps. Hope to add groups and a group of foreign trade, cross-border senior practitioners, FB advertising optimization experts to communicate, join the community, contact WeChat gdashen
Go to "Discovery" - "Take a look" browse "Friends are watching"
sent to have a look