Views: 490 Author: Site Editor Publish Time: 2023-08-17 Origin: Site
Facebook is the largest social software in the world with the largest number of users. It is not only a social media platform, but also a marketing tool. You can use Facebook to divert traffic to the platform or your own website for traffic conversion, and the data is the entire advertisement. The most critical part of the delivery process!
How to deliver ads correctly and effectively based on data is the goal of every optimizer: to constantly adjust your advertising strategy based on data and spend every budget wisely!
But do you know how to use data to deliver ads correctly?Let’s learn together below!
There are many indicators in the Facebook advertising data column. Here are some of the more important data.
Results:Statistics include additional purchases, checkout initiation, purchases and other data;
Cost per result:In other words, the cost of a single conversion depends on your conversion goal. If you purchase, the cost of a single purchase will be counted;
Return on Advertising Spend (ROAS):The investment-output ratio of advertising can be used to calculate your own profit and loss:
Cost per thousand exhibitions (CPM):The cost for one thousand ad impressions;
Link click rate:The percentage of ad links that are clicked is an important indicator of whether the material is attractive;
Cost per link click:The average cost of one click on an advertising link is an important reference data that can be used to estimate whether advertising will be profitable.
Display frame rate:An indicator of advertising fatigue. If the display frequency is too high, it means that the material can no longer run.
In the early stage of delivery, you can choose to retain it based on the data situation.Resize, close or copy ad groups.
reserve:The cost of thousands of exhibitions, link click-through rate, and single-point cost all meet my estimated speed standards.And if there are additional purchases every day, it is recommended to leave it alone and continue running.
Adjustment:When you reach 30 US dollars without making a purchase, pause the ad, analyze the possible reasons, adjust the ad and retest.
closure:Ads that do not meet the above data can be turned off directly to test new audiences.
copy:When 2 or more orders are made for 30 dollars, copy the ad to a new series and increase the budget. The original ad will increase the budget by 20-25% per day.
03 How to adjust and optimize based on data in the medium term?
Production materials: a single picture (highlighting the product + discount intensity + main features of the product), a video (1-2 minutes, mainly showing the product, what are the main features of the product, and practical uses?), if it is multiple SKUs, It is recommended to add a multi-color carousel sliding ad.
All ads were switched to a series budget: three ad groups under each series, and the target area was expanded from a single country to multiple countries. Five ad campaigns were established, divided into fifteen interest audiences.2-3 sets of materials for each audience, while optimizing the copywriting, discount + product name + guarantee, and start advertising.
04 Specific measures for product optimization after order placement
When we test a product and there are orders or additional purchases, and there are orders or additional purchases the next day, there is some proof that this product has the potential to become a hit.At this time, we can list it as our 'candidate product' and slowly optimize it.
Specific measures include:
After placing an order is acceptable, for example, after 5-10 orders.You can enable post interaction with a low budget ($10 a day) to increase the site's interaction rate and handle comments on posts, but do not enable pixel code tracking for post interaction.According to Faccbook's rules, sites with better interactions should get lower advertising costs.
Create three types of similar audiences: similar audiences for 95% of video views, similar audiences for page visits, and similar audiences for additional purchases.Create 5 groups of ads for each similar audience, and test them in groups with similar audiences of 1%, 1-2%, 2-3%, 3-4%, and 4-5% respectively. Copy the groups that perform well to a new series to increase the budget. Expansion.
Improve the product page, include required animations, colorful product introductions, and customer reviews. All this information can be improved.
05 Precautions
When the cost of a series of single results is very low, even if the money is not spent, it is worthy of our attention.This kind of series requires us to spend more money and make more copies.
When the performance costs are high (take into account your unit price here), we don’t want to add more money just because the money is about to be spent.Instead, we need to control its budget from the perspective of controlling the cost of a single result, and try to avoid placing orders, but the cost of a single result is very high.
That's itAll about how Facebook uses data to advertiseIf you have any questions, you can leave a message in the comment area and tell Xiaoyi!
