As the saying goes, it's hard to get started.
There will be different delivery methods at different stages, only when we have a clear demand and a clear purpose of our delivery, can we subconsciously plan the operation of this delivery according to the purpose, so as to verify our ideas and achieve the desired results.
First, the magnitude is low.
In the initial launch of Facebook, the magnitude will also be one of the key indicators. If the magnitude does not achieve the expected effect, it is necessary to consider whether there is a problem in the conversion aspect, and basically make a basic judgment based on the data indicators of CTR (click-through rate) and CVR ** rate.
1.If the CTR is low.
After a period of time, you can view the click-through rate for different accounts and different periods.
CTR is actually the ratio between the number of users reached and the number of clicks, so the influencing elements of this metric are reach and clicks.
If the coverage level is too small, you need to consider whether the positioning is too narrow, and the user's coverage is too small.
If the coverage is fine, but the number of clicks is small, you can also consider whether the user audience is deviated from the positioning aspect, and the accuracy is not enough, and select some user audiences in different directions to test until you find the most matching user audience.
2.Cases where CVR is low.
After checking the coverage level and click-through rate, if the CVR is not good, then there is a problem with the click-to-install step.
It is recommended to confirm whether the conversion path is normal, many times when you just start to launch a new product, the stability of the product's various functions may not be so high. Especially in the case of a sharp drop in click-through rate, we can click on the ad, try to install the app, and see if there is a problem with our conversion path.
After confirming that the conversion path is normal, you can continue to look at the description page in the store. From the user's point of view, if you see the advertisement, are interested in the content of the advertisement, click but do not install, a very important influencing factor is that the user clicks and jumps to the store page, and only if they are interested in the store page, they will continue to perform the installation operation. Therefore, the AB test of the store page should also be carried out continuously, and doing a good job in the SEO optimization of the store page is very important for promotion and organic conversion.
After these factors are confirmed, back to the account itself, in the conversion, the user will also have a direct feeling of the matching degree between the material style and the product itself, if the above influencing factors do not exist, you need to reflect on the problem of the matching degree between the material style and the product and the store page.
What if conversion rates and click-through rates aren't too much of an issue, but the magnitude is still hard to improve?
Second, the unit price is high.
In the early days of Facebook's start-up, in addition to the magnitude, the unit price is also an important data that optimizers care about. If the unit price is too high, you can also consider it in terms of conversions such as click-through rate and conversion rate.
1. Low conversion.
If the conversion is low, the basic magnitude and unit price will be affected, according to the idea of low magnitude to analyze whether the click-through rate is low or the conversion rate is low, and find out the corresponding adjustment point according to the data change.
It should also be noted that the initial product may have zero CVR, in this case, the installation data is also zero, you need to check whether the product is wrong in the process of docking with the SDK, and whether the installation point is incorrect.
2.Convert good situations.
Creative has always been the core of advertising, and if the creative does not change for a certain period of time or has no competitive advantage, it is difficult for the data to improve. Constant creative testing is an optimization process that needs to be adhered to all the time. In the process of optimizing the material, remove the material with a relatively high unit price or spend money but no installation, and slowly accumulate the material ads with a lower unit price, and gradually improve the overall quality of the material, the quality of the material is improved, the conversion efficiency becomes higher, and the unit price will also decrease.
In general, optimizers need to consider data such as magnitude and unit price when processing Facebook ad data. In the case of low conversion rates, optimizers can adjust ads by analyzing click-through rates and conversion rates; For those with a good conversion rate, you can improve the overall effect by optimizing the creative. In addition, if you use some fully automatic delivery systems, such as Yuri Change, etc., you can greatly simplify the advertising process and improve the delivery efficiency. In the future, with the continuous advancement of technology, it is believed that optimizers will have more tools and means to improve advertising effectiveness and bring better returns to advertisers.