Facebook advertising is an important part of Facebook's operations. With reasonable ad delivery, we can accurately reach a wider audience, bringing traffic to our websites/stores, while increasing the reach and activity of our commercial Home pages. Facebook ads pay for display (CPM, Cost Per Impression), regardless of the end result of the ad, as long as there is a corresponding display will be paid.Whether the ad is run correctly or not has a great impact, a good advertisement and a bad advertisement, the difference is often not 60-80 relationship, but0-100 relationship.
On Thursday night, from 8:00 to 9:00 p.m., our Shenzhen topology live-streamed "Facebook's ad delivery strategy and effectiveness factors" on a thousand chats, with topics such as:
1 Facebook's mainstream advertising formats and goals
2 Facebook ad relevance score and impact factors
3 How to create high-quality Facebook ads
4 How to use Facebook ads for A/B testing
5 At different stages, Facebook ads focus on ad mix
Before we begin, we still emphasize the security of our accounts. If your Facebook personal account is recently opened, we don't recommend that you match your credit card to serve ads, which is likely to result in your account being blocked. We set up personal accounts that use more than half a year to serve ads, or we set up advertising accounts (or corporate accounts). Business Accountto run your ads.
The first is aboutFacebookThe mainstream form of advertising. Facebook advertising forms are very many and will change, for the general seller, combined with the needs of different stages, the application of more advertising forms are mainly as follows:
Facebook's ad format
Improve the pageFans.（Promote You Page)
As the name suggests, the ad is used to increase the page's fan base. For a newly opened home page, it's important to have a certain base of fans. So, that kind of adFor home page opening, you can quickly increase the number of Page fans.
Post Interactions (Boost You Post)
This type of ad, which is used to increase the reach of content and reach more of its non-fans. At the same time, Facebook Page coverage has been decreasing (Coverage - Actual Viewers/Page Fans of Content). To some extent, pages also need to serve ads to existing fans.Post interaction is an efficient form of advertising, can achieve the business content is actually accepted by the user group effect. Post interactive ads are very effective for the pops, events, and specific discounts we want to push.
Streaming for platform sites and pages (send people to you website)
This is the form of advertising for website/platform store streaming. Given the relatively low unit price of Facebook ads (compared to Google AdWords), the ads can be heavily applied to traffic imports to the site. For platforms like Amazon's re-conversion rate, we don't recommend that sellers use this kind of advertising for store streaming in the early stages, because without traffic analysis and filtering, a large amount of out-of-site traffic from Facebook to the platform tends to have a lower conversion rate, which lowers the platformStore traffic conversion rate, thereby reducing the store ranking led to a decrease in in-site traffic, often not worth the loss. So, we set up this kind of ads to run more for independent websites, and if it's for Amazon, we recommend that you use a website or Facebook Shop as a traffic filter after the crowd is set up with a certain level of confidence.
Track traffic conversions (convisitions)
This type of advertising, which is suitable for independent websites, requires the installation of tracking codes to serve ads to people who have visited the site and have special actions on the site (such as watching certain pages, clicking on a shopping cart, choosing checkout, paying, etc.).This is more complex and requires some technical and data analysis capabilities. But it's very effective to ultimately increase conversions by tracking users' behavior, which increases the conversion rate of traffic.
There are many sellers, concerned about how to evaluate the effectiveness of advertising, there is no simple and intuitive way to understand the effectiveness of running ads?
The answer is: Yes, Facebook Ads Relevance Score（Relevance Score）
A group of Facebook ads with a relevance score of 10
The Facebook Ad Relevance Score is a simple and intuitive parameter for evaluating ad performance. The ad relevance score is based on how much people interact with the ad with 500 impressions, and defines the effectiveness of the ad by 0-10 points.In general, ad effectiveness is superimposed by the unit price of the ad and the results of the ad. If your ad relevance score is low, which means your ad is not working well, we need to adjust your ad settings. The ad relevance score provides a relevant recommendation for viewing and evaluation criteria whileIn our experience, Facebook's ad relevance score is only a data metric and does not provide a complete picture of ad performance, which is often based on ad CPA (Cost per Acquisitionwill certainly be more accurate.
Ad relevance scores are used to measure how relevant your ad is to your target audience. If you need to improve your ad relevance score, you should do the following:
Precise crowd positioning
Use the ad test to show different ads to the same audience, or to different audiences to show the same ads, that is, adsA/BTest. To get the most accurate results, it is recommended to test one variable at a time. Carefully study the current advertising performance analysis report and explore the merits.
Choose your ad images, videos, and text carefully
Ad images、Videos are more compelling than text, so the first step is to improve the picture/The quality of the video. Ensure that the paper is clean and simply washed to fit the promotion. Do not use offensive or misleading content. Such content may catch the user's eye, but it can eventually lead to an unsatisfactory user experience.Try to find withdifferent ways to try to stand out from the crowd. Here, we recommend that sellers make more use of video, radio, or Slide Show ads to create ads.
Two sets of high-quality wheeled ads
Update your ad ideas
Over time, audiences who have responded positively to ads may experience aesthetic fatigue. When your ad's relevance score drops, try creating a new ad with new content for that audience.
About the A/B test of advertising, the use of Facebook for advertising and operation, need to be on audience selection, advertising creativity, advertising documentation and other aspects of the test, especially in the audience selection, we need to accurately understand the user's region, age, gender, occupation, hobbies, etc., through a single factor of variables, to accurately understand the user's choice and preferences for creative materials.
For example, one of our apparel products needs to test whether gender has an impact on the product. We'll set up a campaign with three ad groups under the campaign: ad group A for women,Ad group BFor men,Ad group CFor men and women. Keep the other criteria set the same, and finally draw from the three sets of ad results which gender is best for the ad. On the same principle, we test age, region, occupation, hobbies, family, and more to find the best user population.
For more exciting content, please click on "Read the original text" and listen to us share it between thousands of chats live"Types of Facebook ads and factors that influence performance"。 Here also friendship reminder, every Thursday night 8:00-9:00, we Shenzhen topology will be a thousand chat live, you are welcome to continue to listen!
For many of Facebook's basic users, as well as Amazon operators who want to improve their in-station operations by systematically learning off-site operations, our Shenzhen Topology is currently launching a special "Facebook Operations Training Course for Amazon." We are due on 6 and 7 MayHold 003 issuesThere are special offers for registration before May DayFor more information, please broom attention.
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