Learn to analyze the root causes and optimization methods of poor performance of your facebook ads
What is the return on investment?
Return on Investment (ROI) - 100% of annual profit or ×/total investment,
Regardless of the ROI formula, the core thing should be how to improve ROI.
To improve ROI (ROI), you need to go through the following steps:
1. Set the budget
2. Lots of test ads
3. Analyze the data
4. Content tuning
According to.After setting a budget and testing your ads extensively, how do we analyze the data tuning content?
First, analysis of advertising data
After testing a lot of ads, we need to analyze the data for that ad feedback.
After testing the ad, focus on these five feedback data:
- Add a shopping cart
- CTR (Ad CTR)
- CPC (cost per click)
- Conversion rate
"Add to Cart" refers to the number of items added to the shopping cart by the customer, and "Purchase" refers to the quantity that the customer purchased the product. CTR is the ad click-through rate, and CPC is the cost per click.
It is important to note that the "conversion rate" here refers to the conversion rate of the user from clicking on the ad to joining the shopping cart (the same as between this article), i.e. the conversion rate is the conversion rate of adding to the shopping cart/ad click.
Second, content optimization
In order to improve ROI better, we can compare the above several feedback data, content tuning.
(1) Join the shopping cart and purchase
Data feedback: If the number of "joined shopping carts" is high and the number of "purchases" is small, the checkout rate is less than 5%.
There may be a problem: There is a problem with the payment process. Generally speaking, the checkout rate is between 5% and 10% of normal data, and more than 10% is excellent data.
Content optimization: Adjust integrated services with payment software to enhance the payment experience.
(2) CTR (Ad CTR) Conversion rate
Data feedback: If CTR (ad click-through rate) is high, conversion rate is low
There may be a problem: Ads don't match the product page enough
Content optimization: Ads are as consistent as possible with the content and style of the product page, so that people don't click on ads to enter the product page to create a negative feeling of "being cheated."
Data feedback: 'CTR' (ad click-through rate) is low, 'conversion rate' is good
There may be a problem: Ads are highly relevant to product pages, but the ads themselves are not attractive enough
Content optimization: Adjust your ads' paper and images to make them more engaging. At the same time should also think about whether to target the crowd is not accurate, resulting in advertising click-through rate is not high, repositioning the crowd.
(3) CPC (cost per click)
Data feedback: If "CPC" (cost per click) is high
There may be a problem: too few people are located
1, improve the "CTR" (ad click-through rate). In Facebook's ad mechanism, the higher the "CTR" (ad click-through rate), the lower the "CPC" (cost per click).
2, expand the positioning of the crowd. When you run ads on Facebook, the fewer people you're likely to target, the more accurate you'll be, and the more expensive your traffic will be. Product-related keywords are also added to expand the targeting of people.
In order to improve Facebook advertising ROI, in addition to doing more testing, but also more thinking, in order to finally really improve the effectiveness of Facebook advertising
Third, how to do a good job of Facebook advertising
1. Show the brand of goods in Facebook ads
Brands can increase trust, even if your brand is not famous for the time being. Placing brands in advertising can shape consumer awareness of brands and enhance brand awareness to improve market competitiveness, which is more important than short-term sales. At the same time, the placement of brands can also attract consumers to buy back, to increase sales also have a certain help.
20% higher conversion rate for brands than for non-brands
2. Show the price of the product in a Facebook ad
Every customer has his own spending habits, and so does the price. Marking the price in an advertisement gives consumers a clear sense of whether the product fits their spending habits, quickly determines whether to buy it, and provides them with a good shopping experience.
Price is 30% higher than priceless conversion rate
3, increase the time limit
For offers or limited-edition products, adding time limits to ad serving will greatly increase the attractiveness of your ads. By adjusting the relationship between supply and demand for "hunger marketing", to create a "supply in short supply" appearance, to remind consumers of the desire to buy.
30% higher conversion rate with time limit than time limit
4, at the same time to show the product itself and the use of the effect of the product
Showing the product itself allows consumers to understand the details of the product. And to show the use of the product effect, so that consumers immediately through the picture to experience the use of the product scene. Clothes are beautifully dressed on models, and consumers put themselves in the scene and think they're wearing them. The photos taken by the camera are beautiful, and consumers will think they can use the camera to take such beautiful pictures.
60% higher conversion rate than non-simultaneous presentation
5, emotional advertising
"A bracelet interpretation of beautiful and moving story" and "pure silver bracelet 99 yuan" compared to which start more impressed consumers? Emotional essays are more appealing to read than piles of instructions, and when people start reading your ads carefully, the Facebook ad is a big success.
80% higher conversion rate than non-emotional paper conversion
A good ad can make a rusher on Facebook buy. But before he buys your product, you need to engage consumers to stop reading text images and take an interest in your product and brand. Use these five winning advertising principles to attract people to read your ads, your ads will be successful for a large part, conversion rate must be much better than before!
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