5 stats to look at for Facebook campaign success

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Facebook campaigns never work. Well, not to begin with

Let's face it, when a Facebook campaign is launched it almost never works immediately, and to clarify what 'works' means, it doesn't generate the desired return on investment. The key to turn a Facebook campaign from one that isn't working to one that is, is to look at the information available. There are a lot of steps between someone viewing an ad and completing a sale or conversion so we need to find where the problem lies.


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5 stats to look at for Facebook campaign success


Below are the 5 most important performance figures to look at to understand where your campaign needs to improve:

1. CPM (Cost Per Mil)

This is the cost of the ad getting 1,000 impressions. The more expensive the CPM is, the more expensive a conversion will be.

The CPM is affected by:

  • Demand of the audience: The Facebook ad platform is based on a bidding system. Broadly speaking the advertiser willing to pay most for an ad will be the one that has their ads shown. If you are targeting an audience which a lot of other advertisers are also targeting the cost of the CPM will be more than that of an audience which not many other advertiser targeting.
  • Quality score of the ad: after an ad has had 500 impressions Facebook gives it a quality score of 0 - 10. This is based on multiple factors including the CTR and the consistency of content between the ad and landing page. Data shows that the higher the quality score of the ad the lower the CPM is.
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Source: AdEspresso

2. CTR (Click Through Rate).

This measures the impressions to clicks ratio. The higher your CTR is the lower your cost per click will be.

The CTR is affected by:

  • Audience: if you are showing your ads to an audience that isn't relevant the CTR will be low no matter how good the ad is.
  • Ad creative: The ad must get people's attention, and it needs to do it quickly. People are scrolling down their news feeds at lightning speed so if the ad doesn't stand out it will be overlooked.
  • Ad placement: The placement is where the ad is being displayed. Within the Facebook advertising platform placements include the news feed, the right hand column, Instagram and the audience network. Within each of these placements you should expect to receive different levels of CTR's.

3. Bounce Rate

The next step is to see what people are doing once they arrive on the website. Within Google analytics a bounce is considered to be someone that lands on a website and leaves without viewing a second page.

One important thing to note is that a high bounce rate isn't necessarily a bad thing. If the page people are landing on has all the information they need, you would expect there to be a high bounce rate.

You also need to consider what stage of the buying cycle the visitor is at. If the visitor has seen an advert for a £120 product, clicked on the link to be taken to the product page and then left, it doesn't mean they aren't interested in the product or that the campaign is performing badly. They might have looked at the information on the page and decided they want the product but aren't able to purchase it at that point.

The bounce rate is affected by:

  • The quality of the page: if the page isn't delivering the information the visitor needs/wants in order to push them through the buying process it will not perform well.
  • Consistency and Scent: There needs to be consistency of messaging between the ad and landing page. If users click on an ad and then get presented with information they weren't expecting, they will leave no matter how good the page is.

4. Page engagement

To see how well a page is performing a better measurement to use over bounce rate is how far down the page visitors scrolled and the time visitors spent on the page. Google analytics isn't able to measure either of these two so I recommend using a tool such as www.hotjar.com.  

The aspects that affect this are the same as with the bounce rate.

5. Ad to Cart and Start the Conversion Process

The next key step is for people to add the product to cart or start the conversion process (i.e. Complete a form). At this point you have driven people all the way through the buying process and they should hopefully be ready to complete the conversion action.  Even if they would be willing to do this the process to completing the final step still needs to be seamless.  

The performance of the conversion process is affected by:

  • The Call to action: With online marketing people need to be told what to do, and if you don't they won't do it. Have a clear and strong call to action that pushes people to the next stage of the conversion process. 
  • Be clear: Make sure it's clear what people are signing up for, what they can expect .  Provide all the information the visitor needs to make a decision, if there are any questions left unanswered they will most likely not proceed with the process.

 

If at first your Facebook campaign doesn't succeed, don't panic! Relax, look at the data available to you and work the problem.  Test, Test and test more will lead you to a campaign that performs.


Would you like to find out how your campaign is performing compared to others?

Receive a campaign audit using the link below.


* If a visitor views a page and then leaves, Google Analytics cannot measure the time spent on that page.  The reason for this is that Google works out the time on page using a time stamp of when a visitor opened one page compared to the time they viewed the next page.

Notes On Our Author:

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Markus Goess-Saurau - Consultancy Partner

Serial entrepreneur and early-stage investor with 10+ years operational experience in successfully growing ecommerce and retail brands from start up through to scale up and exit. Core skills in digital strategy and digital marketing across the full digital mix, with focus on growth through conversion optimisation and multi-channel acquisition. Currently CEO & Founder of Sond and consultancy partner at Rich Insight. 

InsightRichard Hurtley