This has been a long time coming and I decided to write this up as a reminder to those who might be struggling with Facebook ads or for those who may not necessarily understand what they should be looking at inside the Facebook ad platform. However, what I can tell you is that the details inside an ad campaign that’s been running for a while can be quite revealing.
I’m making this a two part blog post as there’s a lot to go through and I want to break the information down into two sections as they are both equally important and can be seen as separate in their own right and you’ll learn from them both as standalone posts.
To help add structure to this post I’m going to use screenshots from within one of my own ad campaigns where I’m looking to raise post engagement. I like to figure out the audience as best I can for my ad and then work through the results of the campaign after about 3 days of ad testing at $5 a day ad spend. This $15 will reveal a lot of information to me about my audience, who viewed the ad, where they’re from, what devices were used mostly when viewing my ad and so on.
So, let’s begin.
A lot of people will tell you to split test your ad into different variants that you can test across your audience. There’s a lot of theory out there on what’s the best way to do this and then there’s practice which will teach you a whole lot more.
I like to create two ads initially. One with a neutral border and another with a blue colour, for example. The main image remains the same though as does all the text that surrounds the ad. I just want to see initially which ad gets better clicks – one with a coloured border or the other without. I’m sure you’ve heard a similar example before – only I prefer to test this out for real and get a definitive for that ad and audience. I suggest you look to test this yourself, too.
I like to have a budget of $5 a day for each adset. In my ad set I will have two ads (remember, coloured border and not). So effectively both ads get $2.50 each in spend, although Facebook will divvy out that spend based on which ad performs the best. It’s important to keep watch on your ad spend to ensure it looks as even as possible at the start and each ad gets a fair chance for performance.
It might be worthwhile understanding your audience as best you can. Targetting only men or women? Ok, any idea on age? What about their location, does that become a factor? What about hobbies etc.
For me in my example I am only targetting women. The thing is I am not sure yet what age group I need to be targetting and what it’s costing me to target those people. So, let’s take a look at some stats:
To see this screen select “Demographics” at the top, centre from within your ad campaign.
Now, what’s interesting here for you to note is if you’re advertising to both men and women you will get an idea which audience is clicking on your ad. In my case I’m only targetting women so that’s why you see a mostly women based result.
But let’s take this one step further. What’s even more interesting to know here is that it’s women between 45-54 and 55-64 who are more likely to be clicking and interacting with my ad. This is very important for me to know as it means I can effectively eliminate everyone outside of these age ranges as they aren’t producing as much interaction for as little cost as possible. For example, in the screenshot above you can see that the age bracket 55-64 is giving me results for 0.08 c compared to the younger group costing me 0.11 c per result.
So now my $5 ad spend can get squeezed some more because I can only show it to women between 45 and 64 as I know they are most likely to respond to the ad. Now do you see why it’s important to test your ads for a duration of time and not just an hour or two?!
Run your ads for a decent length of time – I go with three days and $5 a day ad spend. Remember, your spending money on these ads so you need to get a return on that data you’re paying for.
Armed with the results of 1-3 you should be able to make a conclusion as to whether your ad is working as it should for you. Are you getting clicks? What age group is mostly clicking? Are you getting the result you want from the ad campaign?
Remember, the demographic tab will reveal a lot of information to you. It’s just something that you’ve probably seen before but never really knew what it meant. The data in it is invaluable and helps you determine if your audience is the right audience for the ad.
Of course there’s a lot more we can talk about from here but that’s why I broke this into two parts. I feel there’s a good bit of learning here which will probably have you going back looking at the data and seeing where you might be able to squeeze more from the audience and that’s why I wrote this post.
In part 2 I’ll talk more about looking at the results from the clicks and how you can see where the clicks are coming from, what device and what it’s costing you per device (think – most people are using smart phones but do you know if it’s an Android or iPhone device?).
If you’d like to talk one on one with Kevin about how he can help you with your business book a no obligation 30 minute consultation with him here