The impact of time periods and locales on The effectiveness of Facebook ads

　　There are a number of factors that influence the effectiveness of Facebook's ads, including:Audience, form, creativity, paper, total budgetand so on. A good advertisement needs to be the best on all factors. Among all the influence factors, the audience is highly influenced, and the audience selection is very wide, how to reasonably compare the audience to determine the best audience, is a focus of Facebook advertising. Recently, Shenzhen Topology tested and derived the key points of Facebook's ad delivery time and region settings by setting different audience times and regions for different products and scenarios.

　　Experiment 1: A cross-border e-commerce seller focused on the U.S. market to test the effect of different time periods on the effectiveness of the results. We set up the following ad groups and test intervals:

Ad Group 1:Ads for the main online time period for the crowd (8 a.m. to 24 p.m.).

Ad Group 2:Continuous ad serving 24 hours a day

　　The ad target for both groups of ads is to get the number of followers, which is to see which ad group ends up getting more fans, so that the ad group's time period is better.

　　With a consumption limit of about $40 a week, the final two groups are:

Ad Group 1:It reached 4,676 people and received 141 likes on its homepage, with a unit price of $0.29 per fan

Ad Group 2:Reached 2,848 people, received 101 likes on the page, and received $0.40 per fan unit

By comparing the two sets of ads, we can see that ads that set up a crowd's main online time period (8 a.m. to 24 p.m.) perform better than ads that are continuously advertised 24 hours a day, as shown by higher reach, likes, and lower fan cost (ad group 1 is 27.5 percent lower than ad group 2).

At the same time, we can see the difference between the number of end-user interactions and the number of video playbacks in two activities:

Ad group 1:6602 playback, 458 likes;

Ad group 2: 1602 plays, 64 likes;

In order to verify the validity of the results, we set up a second set of experiments for a domestic foreign trade company service providers. In the experiment, we expected to test the impact of different time periods on ad effectiveness, as well as the impact of different regions on advertising effectiveness. Therefore, we set up the following three groups of ads:

Ad Group 1:Targeted users across China, 24 hours a day continuous advertising

Ad Group 2:To Guangzhou, Shenzhen area users as the target, 24 hours a day continuous advertising

Ad Group 3:Targeting users in Guangzhou and Shenzhen, the ads are aimed at people mainly in the online time period (8 a.m. to 24 p.m.).

Two sets of ads are targeted at getting site clicks, which is to see which ad group ends up getting more site clicks, to determine which ad group's settings are better.

Through a consumption limit of more than a week, $45-$200 or so, the final three groups are:

Ad Group 1:The ad cost $45, reached 4,072 people, and the link was clicked 77 times, with a unit price of $0.58 per click

Ad Group 2:The ad cost $45, reached 7,215 people, and the link was clicked 150 times, with a unit price of $0.3/click

Ad Group 3:The ad cost $221.56, reached 55,640 people, clicked 1489 times, and clicked on the unit price of $0.15/click

By comparing the results of the three groups of ads, we can find that the ad groups that set the main online time period of the crowd (8 a.m. to 24 p.m.) also performed significantly better than the ad groups that run 24 hours a day, and the third group of ads performed 100% more than the second group, which showed that the click cost of the third group of ads units was 50% lower than that of the second group. At the same time, smaller groups (people in the broad and deep areas) will outperform the entire population (full Chinese groups), so the second group of ads reached more than 80% higher than the first group of ads, while the second group of click-per-view price was 48% lower than the first group.

From the two comparison experiment groups, we found that:

(1) Time-between ads than all-day ads, the results are more than 30% higher

(2) Local areas are more than 50% more effective than wide areas

As concluded above, we are testing our own cases, involving different countries, as well as different products and services. Given the test cycle and the amount of data and samples, it is difficult to strictly guarantee the validity of the conclusions. Welcome friends who are interested in the Facebook test, take part in more tests, and share your conclusions.

　　Since March 2017, when we held the "Facebook Operations Training Course for Amazon" 001, we have maintained a monthly session in Shenzhen, while continuing to open in the field, and have held more than 17 sessions to date.Facebook Operations Training 008It will be held in Shenzhen from November 18-19 (this weekend) (click on the text link below) and the students have reached it27, only the last3 places.　　