1. Factors influencing the effectiveness of Facebook ads.
1. How to choose the right ad placement.
"Placements" refers to the placement of your ad. The more places your ads appear, the more chances you have of getting results. There are two ways for businesses to choose which placements they want across the Facebook family of apps and services: automatic placements and edit placements.
For most objectives, we recommend automatic placements by default. With automatic placements, advertisers can optimise their ads in real time across all of Facebook's apps and services. Reach the right people in the most cost-effective placements. The benefits of automatic placements include:
Improve marketing results: In most cases, you'll get a higher return on ad spend when you run ads across multiple placements.
Save time: Let Facebook automatically find effective placements for your ads, reducing the effort and time required to manually optimise placements.
Extended coverage: When automatic placements are turned on, placements are found not only on multiple platforms, but also across multiple apps.
Effective placements to help you easily expand the reach of your current ads.
While we recommend choosing as many placements as possible, you can also use the "Edit placements" option to reduce where your ads appear and optimise for only certain placements.
2. Facebook's advertising audience setting.
Facebook ads have a variety of audience targeting methods (demographics, location, interests, behaviors, custom ad audiences, lookalike ad audiences, third-party data), and can collect various characteristics of the consumer audience based on Facebook's own data and third-party data to find people who are most likely to make a purchase.
3.Facebook ad performance metrics.
CPM (cost per 1K impressions) = (advertising cost Impressions) 1000
CPC cost per click (how much you need to pay for each consumer clicks on an ad) = advertising cost User clicks.
CTR click-through rate (the number of times a user clicks on an ad link and the number of times an ad is displayed) = (user clicks and impressions) 100%.
CTR reflects the audience's interest in the ad.
In general, CPM < 18 and CPC < 06. CTR >4% is a relatively good advertising effect. Strictly speaking, there are big differences between different categories.
4. Advertising material delivery method.
There can be many ways to deliver Facebook ads, such as single image, rolling** or **delivery, and the same product can be delivered in a variety of creative delivery methods. Once you've selected placements, you can customise your creative for each placement to further improve your marketing results.
Notes on customised creatives: Ads in Audiencen CTWork use the same as Facebook ads across multiple placements**; You can advertise on Instagram without an Instagram account: Make sure you use your advertising budget efficiently and target a large audience.
Customise your creative for placements:
Choose creatives, such as points, based on the recommended aspect ratio for each placement.
Don't choose 4:5 for dynamic placements, 9:16 for stories placements, and 16:9 creatives for ** spots.
The following objectives are not currently supported for Creative Customisation: Traffic (App & Messenger), Conversions (App & Messenger).
messenger), engagement rate, message engagement, catalogue** and store visits.
If you want to have a good effect on Facebook** ads, you need to pay attention to the following 4 points:
Control the duration, try to be within 30s. Like swiping Weibo, not too many people will read a ** that they know is an advertisement.
Highlight the features, and the selling point of the product should be amplified. Try to put the selling point in the first 5 seconds, and in a limited time, highlight the selling point of the product, and don't use the useless parts.
Multiple ** clips together. Flexible, no one stipulates that only one ** can be used, and you can find materials from more than one **, with the right one**. Most of the original soundtracks are very boring.
Or it has nothing to do with the product at all, a good ** can make people want to buy.
Second, the delivery skills.
1. The promotion idea is to increase ** (that is, select the number of visits, the interaction rate is the advertising target), and then put a second round of advertisements for people who have been to the store, people who have seen the advertisement and interacted; Or do you want to go straight to buying (i.e., choosing a conversion rate as the advertising objective)?
Mainly look at the product, for those products with a relatively low unit price (< $30), we directly run the conversion volume, because the users who buy this product are generally impulsive users. So let's run conversions and put these ads to people who tag them with purchase behaviors.
For those products with a relatively high unit price (> $50), you can directly run the conversion, or you can run the interaction first, and increase the customer's understanding of our products and stores through visits, so that when the second wave of advertising is carried out for this wave of people, the probability of purchase is greater. You can test which situation is better.
2.Will you test your product with a CBO (Campaign Budget Optimization) or a group budget?
At present, the more common practice is to use group budgets in the testing stage. If the situation of an ad group is good, directly add the budget and copy; If it's not good, turn it off directly.
In the expansion stage, CBO is used, and the campaign budget is exceeded.
At 300 days, the CBO will be more meaningful.
Our methods of optimizing ads and making them increase in volume are: first, use the budget of the ad group, directly copy the ad group with good performance, and add the budget; Bad ad groups are simply turned off. The second is to use CBO to directly add budget to the series.
A bad ad group is the kind that spends $10 or $20 and doesn't place an order, or $10 makes an order, and there are few additional purchases, and the amount of the order is still very small, and it is a loss.
3. When can the volume be expanded?
We usually test products for $10 a group to test, with a small budget to select the ad group that can be ordered, but in fact, $10 a day is relatively difficult to make a few orders, many times our situation is to have good add-on data, but at most one or two orders.
In fact, when there are 2 orders, and the money spent on a single purchase is very small, and there are many additional purchases, it proves that this ad group is a potential stock, then we can add it to 30 50 US dollars. Once we continue to order, it proves that we have caught a good ad group and can continue to expand. If you don't have more orders and burn a lot of money, then we will close this ad group and open a new group to continue testing.
If you want to get better advertising results in the fierce market competition, you can try some FB automatic delivery system tools, such as Yuli Gai, etc., which can comprehensively consider factors such as advertising positioning, creativity and content, delivery channels, and data analysis and optimization, formulate a scientific and reasonable advertising strategy, and continuously optimize and adjust.