Optimizing Your Facebook Ads With Data
So you've just finished setting up your first ever Facebook ad campaign. Think it’s time to sit back and relax while your Facebook ads are running? Well, think again because this is just the beginning of optimizing your Facebook ads reporting.
You may think that Facebook ads can be optimized on their own given the automated adjustments being made to your campaigns. While this is true, you still need to review and manually optimize ads.
See, most people stop at auto-optimizing Facebook ads. Unfortunately, no auto-managed ad campaigns can stand the test of time. But in order to outperform competitors, you need to optimize Facebook ads manually with data. So applying reported insights to current and future ad campaigns.
In the following article, we'll cover:
The most important Facebook ad campaign metrics
How to use Campaign Breakdown menu to see more insights
And finally, how to optimize your Facebook ads based on your data reports
Key Facebook ad metrics
The first task at hand is to track your key Facebook ad metrics.
Measuring the performance of single ads, ad sets and campaigns in 1 week increments will help you better understand Facebook ad campaign performance.
When you have a look at the Ads Manager, you should see a reporting table with a variety of ad metrics. But here are some to make sure you do not overlook:
- Cost-per-conversion or lead
- Unique clicks to your webinar or listing
- Impression to engagement ratio
Start with these metrics if you're initially too overwhelmed to consider all the other data. The useful tip about using Facebook ads is it automatically shows you which ads are performing the best. But it will be up to you to manually analyze and optimize ad sets that aren't performing as well.
Leverage Campaign Breakdown for Facebook ad insights
Now that you've had a look at your Facebook ad metrics, let's dive a little deeper into the Campaign Breakdown. The information you'll find under Campaign Breakdown is categorized in three ways: Delivery, Action and Time.
Delivery of the Facebook ads covers the age, gender, browsing device, browsing location of your audience.
Action taken from the Facebook ads covers anything from ad type, call-to-action to information collected.
Time of Facebook ads delivery covers the time of day, day of weeks, and period of the month the ads are effective.
So what about the Campaign Breakdown is helpful to businesses?
The data provided in the Campaign Breakdown, when analyzed can help answer some important questions that will propel the success of your Facebook ad campaigns. Here are a couple to start:
In which cities, states or countries are their larger populations of your target audience?
What types of ad placements are performing the best for your target audience?
Which times of day delivers the highest conversions for the lowest bidding cost?
Because Facebook Ads reporting has limited options, you may want to consider analyzing these important metrics through a more specialized platform. Kloudio, for instance, delivers self-service data reporting to help Facebook Ads users optimize their campaigns through analyzing ad metrics.
Optimize Facebook ads based on data reports
With Kloudio, you can create reports easily to share with your team or clients.So whether you're part of a marketing team within a company or marketing agency, this is something that stakeholders will find valuable.
Consider several reports you may want to build when analyzing Facebook Ads:
Customer persona analysis: Whether it's for product or marketing teams, it's important to know and understand who wants your products or services. By looking at the data of those that are engaging and converting through your Facebook Ads you can learn more.
ROI performance: The conversion-focused report is ideal for management and company meetings where you can justify your marketing spend given the revenue being generated by Facebook Ad campaigns.
In-depth reporting: As part of the marketing team, you need to make regular decisions to improve your Facebook ads. That's why you'll need to pull regular reports to track changes and trends.
Build out reports quickly and without leaving your Excel or Google Sheets by connecting Kloudio's Facebook Ads integration. Interested in seeing this in action? Just request a demo.
The future of Facebook ads
By now you should be well aware that Facebook ads brings tons of value to businesses. And with the right insights, you can optimize campaigns in a way that speaks and converts the right audience.
Now, what you need to remember moving forward is that there's no single optimal way to run a successful Facebook ads campaign. When starting out with Facebook ads, experimentation is key a future success. Apply what we've shared with you today to learn and test strategies that work for your business.
Want to learn more about optimizing Facebook for business? Read more here.