Facebook Advertising Data Targeting Strategy

Mondo Finance Updated on 2024-02-04

A few of the more important data in Facebook ads:

Results: Statistics are data such as add-ons, checkouts, purchases, etc.;

Cost per conversion: The cost of a single conversion depends on what your conversion goal is.

Return on ad spend (ROAS): the input-output ratio of advertising, which can account for your own profit and loss;

CPM: The cost of 1,000 impressions of an advertisement;

Link click-through rate: the percentage of ad links clicked, an important indicator of whether the creative is attractive or not;

Cost per link click: The average cost of an ad link click, which is an important reference data for estimating whether the ad will be profitable;

Impression frequency: An indicator of ad fatigue, if the display frequency is too high, it means that the creative is running out.

How to determine whether to continue to invest based on the data?

Initial launch

Select Retention, adjustment, closure or duplication of ad groups based on your data:

Retention: In the case that the cost of thousands of exhibitions, the click rate of links, and the single-point cost all meet my estimate standards, and there are additional purchases every day, it is recommended to continue running.

Adjustment: When you have not purchased the purchase after running over $30, pause the ad, analyze the possible causes, adjust the ad and retest.

Close: Ads that do not meet the above data are turned off directly to test the new audience.

Copy: When running 30 or more out of 2 orders or more, copy the advertisement to the new series to increase the budget expansion, and the original advertisement will increase the budget by 20-25% per day.

The adjustments are suggested below

1.Production materials: a single picture (highlighting the discount strength of the product + the main characteristics of the product), a **(

1-2 minutes, mainly show the product, what are the main features of the product, and the actual use), if it is a multi-SKU, it is recommended to add a multi-color carousel sliding ad.

2.Ads are all switched to series budgets: three sets of ads per series, while the target area is expanded, from a single country to multiple countries. Establish 5 campaigns, divided into 15 interest audiences, and 2-3 groups of materials under each audience; At the same time, optimize the copywriting, discount + product name guarantee, and open advertising.

Mid-launch

When we test a product, there is an order or additional purchase on the first day, and an order or additional purchase on the second day, then there is some proof that this product has the potential to be a hit. At this point, we can list it as our candidate product and slowly refine it. The specific measures are:

1. After the order is acceptable, such as after 5-10 orders. You can open post interactions on a low budget ($10 a day) to increase the engagement rate of the post and handle the comments on the post well, but don't open pixel tracking for post interaction. According to Facebook's rules, posts that engage better should get lower ad costs.

2. Create three kinds of Lookalike Audiences: 95%** Lookalike Audiences, Page Visits Lookalike Audiences, and Add-on Lookalike Audiences. Create 5 sets of ads for each Lookalike Audience, test them in groups with 1%, 1-2%, 2-3%, 3-4%, and 4-5% Lookalike Audiences, and copy the high-performing groups to the new set to increase the budget expansion.

3.Improve the product page, there should be **, colorful product introduction, customer reviews at the bottom, this information can be perfected.

Notes:

1.When the cost of a single success is very low, even if the money is not much, it is worth paying more attention to. This kind of series requires us to add a little more money and make a few more copies.

2.When the cost of the results is high (consider your average order value here), we don't want to add more money when the money is almost spent. Instead, it is necessary to control its budget from the perspective of controlling the cost of a single effect, and try to avoid issuing orders, but the cost of a single effect is very high.

In short, when a product has the potential to become a hit, we need to take a series of measures to optimize it, including increasing the engagement rate of the post, creating a lookalike audience, improving the product page, etc. At the same time, we need to be careful to control the cost per result and avoid wasting our advertising budget. The use of some fully automatic delivery systems, such as Yuri Gai, can greatly simplify the advertising process, so that novices can quickly get started with advertising. On top of that, it comes with a cloak and pixels, so you don't need to prepare extra to effectively protect your ad account. Through these measures and tools, we can better test and optimize our products, improve the effectiveness of advertising and bring more growth and opportunities to our business.

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