roi on facebook ads
Published on: February 5 2023 by pipiads
Table of Contents About roi on facebook ads
- 63 How To Get A 1400% ROI With Facebook Ads|calculating ROI(return on investment)Fb Ads Course 2021
- Secret Strategy To Generate Insane ROI from Facebook Ads in 2022
- How To Get A 1500% ROI With Facebook Ads
- Calculating ROI for Facebook Ad Campaigns
- What's a good ROI in advertising? For Facebook Ads? Google Ads?
- How to Audit Facebook Ads for Better ROI | 5-Step Process
63 How To Get A 1400% ROI With Facebook Ads|calculating ROI(return on investment)Fb Ads Course 2021
hey everyone, adrian morrison, here and in this video, uh, of advanced split testing, tikniques, i'm going to show you something really cool that i call the roi squeeze. so we're going to tok about squeezing out every single penny of profit from your campaigns possible, and if you use a free tool provided by facebook called facebook reports, then you can very quickly and easily identify where you are losing money in places you would have never imagined, or where you're making a whole bunch of money in places that you would have never really thought about. it just gets really detailed, but it's very, very simple. so all of this is done inside of your main facebook dashboard, and i'm gonna exit this slide, jump into facebook and i'm gonna show you how to pool an roi squeeze on one of your campaigns. so let's dive in now, okay. so right now we are inside my facebook ads account and we are going to deep dive and pull roi squeeze on one of our campaigns. so, basically, what you need to do is go into your facebook ads dashboard and come over to any campaign and just simply click on the one that you want to perform an roi squeeze on. okay, so we are gonna do. let's say: this campaign, yeah, this one right here. so i'm gonna go ahead and click this campaign. okay, now this campaign is opened up and what we're gonna do is, uh, we're gonna focus on one button in partikular, okay. so if we just click over here on this button that says breakdown, it's going to pull up a whole bunch of options for us. now, toking about split testing, we've toked about split testing age, gender, we've toked about split testing, um, even placement- mobile versus desktop as priorities- and i want to show you how to pool, like a real serious squeeze, on this campaign. now, like i said, we discussed, uh, split testing, mobile versus desktop traffic, which you can pull a facebook report on, mobile versus desktop, and that's what most people do, you know. they come to this option right here and they say: you know what facebook tell me, are my ads converting better on desktop computers or mobile devices? so they'll click placement and facebook is going to say, okay, the clear winner here is going to be mobile devices. see, this is mobile devices. this column is desktop computers and you can see here, on desktop computers, i spent 691 dollars to make 746.. so the roi there kind of sucks, all right, but if you look on mobile devices, you'll notike that it's significantly better. it's way better. i've spent sixteen hundred dollars to make twenty six hundred dollars, so i have about a thousand dollars profit on my ad spend here, and this is where people go. oh okay, mobile is the winner. but see, i want to squeeze every single penny of return on investment out of my ads. i want to profit as much as i possibly can, and i want you to as well. so i'm going to go a step further than most people do and i'm going to come over here back to breakdown and i'm going to click on placement and device, and here's where you're going to see something very interesting. all right, we know that mobile versus desktop, mobile device users are the clear winner. that means our ad is profiting more from traffic on mobile devices. so we could slice that, get away, get rid of the desktop, the ads that are going to desktop computers, and just promote our ad to mobile devices. in other words, just monetize mobile traffic. but you know there's different types of of people on mobile phones and i kind of look at it like this. we know that men and women react differently. they're two completely different types of people and i started thinking to myself: is there a way that you can further split test? is there a way that you can break it down even more? uh, between mobile users, because they're so different, and i look at men and women as being reacting to ads completely different from one another, even if it's a unisex ad, well, how about the difference between an iphone user versus an android phone user? i think that's the same as split testing men versus women, if you ask me. there's something strangely different between iphone users and android users, kind of like people that use windows on pcs versus people that use macs. all right, they're different people and they react differently. so when you hit placement and device breakdown, check this out. it's going to tell you exactly what your roi is from people using iphones and ipads versus people that are using androids and android tablets. so basically, we're going apple versus android here. now look at this. this is just. it's very, very interesting. so, iphone users: let's look at iphone users. i spent six hundred dollars to make seven 776.. all right, so remember, mobile device users were the most profitable for me, but it looks like people on the iphone were not really buying at a very high rate. that roi is okay, but it's not like anything to ride home about. but look down here: people using android smartphones. i spent six hundred dollars to make a thousand. what that's freaking crazy, right there, right. so what we could do, basically, if we sliced off uh traffic to iphone users- which you can do- is we could double our return on investment and just market this ad. the people that are on android phones- now why the heck are people that use android phones converting at a higher rate and rendering a higher return on investment than people with iphones? i don't know. it makes absolutely no sense to me and guess what? it doesn't matter, so write this down in your notes. don't know, don't care. what you need to focus on is, oh my gosh, people on android phones are almost giving me 100 percent return on investment. people on iphones are day near breaking. even so, i could double my profits if i quit showing my ads, in this partikular case, to people on iphones, and just targeted people with android phones, right? so this is called squeezing the roi from a campaign. now you don't have to do this. out of the gate. you can see that this ad has spent two thousand dollars and it's been quite profitable for me. but now that i have some data, i can go in and deep dive and do these roi squeeze type things and really find where the money is. look at this on ipad users: ipad users are giving me about six, uh, 320 dollars to make 600- about 100 roi. so that's great, all right. but look at android users: i don't have a lot of conversions, but i spent 10 dollars and made me a 100 bucks from people using android tablets. so it is very clear that, a- people using android phones for this partikular product are converting at higher rate and, b- people using tablets are con in general, are converting at a higher rate than people on mobile phones. this is a real roi squeeze here. now, now that we have this information, using this free tool inside facebook ads called breakdown um, which you can use to identify age, gender and everything else, what do you do? what do you do with this information now? well, we know what the ad is. well, i do, and we know what we're advertising. we know what our targeting is. now we can go back into our ad. we can recreate this ad again and we can do it only targeting where we're making our money. okay, so i want to show you exactly how that's done in the process of generating an ad, okay. so a lot of people don't know about this and i'm telling you, if you start doing it, it could take some campaigns that were negative and flip them over to a positive. r can take really great campaigns and, with one little tweak, can double your return on investment. that is freaking huge right there. so here's what we're gonna do. we're gonna go back out to my ads account and we're gonna start creating an ad and i'm gonna show you how to only show your ads the people with iphones or androids. okay, so let's do that now, over here at the top right, we're going to click on the button that says create an ad. all right now. once you've done that, facebook is going to walk you through the steps to start creating ad. so, as you know, i recommend increased conversions to your website objectives. all right, so you put in your website of the product that you want to market. um, you choose your conver.
Secret Strategy To Generate Insane ROI from Facebook Ads in 2022
welcome back. my name is darren cabrell. as always, i'm the ceo of suit social. we're a digital marketing agency that helps companies build their brand, generate more leads and make more sales online. today we're toking about copy, specifically sales copy, the text in your ads. and is it the secret to insane roads? or return on ad spend or return investment? whatever the point is, is good sales copy, the way you make more money with your ads, and honestly, i think, yes, i think- it's one of the biggest factors in the success of your ads, but it's the second biggest factor. so i will preface this by saying: in my opinion, when it comes to social media ads, specifically facebook ads, instagram ads, tiktok ads, any of that stuff- creative is number one. copy's definitely a close number too, but obviously the visual, the graphic, whatever you're going to use, creative to me is number one. if you don't have that, doesn't matter what you put in the copy, but there's a lot of advertising platforms like google, like if you're running google search ads, it's text only right. so copy is critikal, but overall, to me, copy is the easiest thing to influence to get a better result, it's the easiest thing to test, and so let's tok about today how you can improve your sales copy in your ads to get a better result. a lot of times i've run ads and i've had them stop working. i've been able to revamp them and get a new result just by changing some of the ad copy. and the way that we usually like to do that when it comes to things like, let's say, facebook ads, for example, is to constantly be testing. so if we build out an ad campaign and has a certain type of headline and body copy, i'm always running a split test trying to find the next best thing to beat what we already have. so whatever's running here, i'll run a test right beside it. if it gets a better result, we'll switch to that. if it doesn't get a better result, i'll test new copy. some of the things you want to think about when you're writing ad copy to get better results, to get a higher roads, is: make sure you have a couple key components. so in your headlines you want to make sure that you can use multiple headlines if possible. most platforms now allow this. facebook lets you put in three, four or five different headlines. make use of that. don't just put one headline and wait. try different things and facebook will help you determine which headlines are resonating best with your customer, with your audience. use things also that hook your customers in. don't just do basic, boring descriptive headlines and descriptive- um, i know what's in the name- descriptions. make things pop. think about your customers pain points. think about a thing that's going to shock them and kind of stop them. i used to call them scroll stoppers, like when i'm scrolling in my feed and i like whoa, what's that? like think of it from that perspective. if you're a plumbing company, don't just say like you know, your local trusted plumbing company inquire now, like that's not hooking anybody. like put something in there that's gonna grab their attention. and part of that is knowing your customer, knowing their problems, knowing what they're thinking about and crafting copy that's actually going to fit that and solve those problems. the other thing is when you're actually writing the body copy, like the text in your ad itself. test short and long copy, because i've often times found that it makes a big difference and it's never the same answer. some people say, oh, always use long copy, some people say always use short. it really depends. i've tested it a thousand times with clients or ourselves. sometimes long copies of solution, sometimes it's short. i always test both, so i'll write a long format version of my ad and then i'll cut it down and condense it and i'll usually test those against each other and you'll oftentimes find one performs a lot better than the other one and overall, like the important thing to remember is copy is critikal to your ads performance, because your image and your video might be the thing that stopped people initially. that's what they're gonna engage with. that's why it's so important- like it needs to still look good- for people to actually stop and read it. but once they actually stop and start reading the copy is what's gonna sell. either the copy's gonna land or it's not. you're either to hit or you're going to miss, and so that's why it's so important to have that copy that's really going to resonate, that is interesting, that is relevant to your customers problems. but one of the biggest things you can do in your copy- and this is the biggest mistake i see companies make and the thing they miss- is when you're actually writing out. so you know we tok about headlines and all that, but when you write the actual body copy, like the long format text underneath your ad, make the above the fold portion the most important part: make sure that if they just read the portion above the fold, they're gonna get the core of your message. and when i say above the fold, if you've seen a facebook ad many times, like instagram ad, whatever you'll see. if it's long copy you have to click like learn more or keep reading to open the full thing up. don't put your important messaging in that section that they have to open up, because 98 of people won't. we'll just read the little bit that shows up initially and if you don't have a clear message in that portion, you're going to miss a ton of customers and you're going to have a very high boundary. people just scroll right through, never read, never get your full message, because most people will not open the ad and read the full thing unless you entike them in that intro line- and that's what we call above the fold, just like on a website. people tok about like having the important message on your website above the fold. so as soon as i land on your website, the first thing i see that tells me what you do. it's the same thing with your ads. don't make them click that little like learn more, expand button to read the whole thing, because they're not going to do it. make sure your important message is at the top. so make sure you have those. you know those cool, relevant, punchy headlines. make sure you have your important message above the fold. test your long and short body copy. these are all things you're going to want to do when it comes to running your ads that are going to impact your return ad spend. you're probably wondering like how much of a difference this actually make. i've had campaigns run that we were literally getting you know cost per lead of 100 elite right, 100 lead consistently just couldn't get improved. change your creative, change your targeting. couldn't get lower than 100 lead and my target was like 40. so we were way off. ran that for about a month. i started to mess with copy and i made one change to the headline. i put one extra word and i think it was mentioning a guarantee, a 90-day guarantee, and that was in the body copy. this is the bottom. now we've read it. i put in the headline and we got our cosplay down to almost twenty dollars a lead- that's like eighty dollars cheaper, because i changed one word in the headline. the creative is the same, everything else is the same, so it has a big impact and it's the easiest thing to change, because if you put out a video in your ad and it's not working, it's a little harder to go shoot the whole video out again. it's very easy to go in and just test headlines, test body copy, and so that's why i think it's one of the most important parts of managing your roads and getting a good roads from your advertising. so an important part of getting a proper return on investment from your ads is your ad copy, and it's something that we focus on a lot here. so hopefully that helps you improve your ad copy, get a better return on your investment for your ads, and you can implement some of those strategies in your own advertising. and, of course, if you need help, as always, check us out at wwwsuitsocialcom. we'd be happy to learn more about your business and see, maybe, how we can help impr.
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How To Get A 1500% ROI With Facebook Ads
if you're wanting to run insanely profitable Facebook ad campaigns, then you need to keep watching this video, because I'm about to interview a guy named Josh Marsden who was a seven-figure digital marketer. he runs a marketing agency called CVO acceleration and they manage over three hundred thousand dollars per month in facebook ad spend. now, in this video, we're going to be covering the three main strategies that he used to get a fifteen hundred percent return on investment for one of his clients. so keep watching this video, stay tuned until the end, where he is going to give you a really highly valuable free. be sure to hit that thumbs up button below. subscribe to the channel if you're not yet subscribed, because I'm constantly putting out videos covering digital marketing and how to grow an e-commerce business, and then leave a comment below if you have any questions at all for me or for Josh. so now let's go ahead and jump into the interview. [Music]. all right, guys, so I'm super excited to introduce you to Josh Marsden with CEO acceleration. Josh, thanks so much, man, for jumping on this video with me. yeah, yeah, I'm pumped man. thanks for the invite. our first year, of course, of course. so Josh and I were on a phone call the other day and we were toking about some of the clients that were working with and some of the really exciting projects that were working on, and Josh was telling me about this client that he has that he is just crushing it for him and his team got like fifteen hundred percent ROI for this client. so, Josh, tell me a little about that client and the kind of the story of how you guys took that client from a all the way to where he's at now. sure, yeah, yeah, no problem. so, um, so this client is a very successful you know ecommerce client selling supplements and they came to us in a kind of early 2018 and they were basically running their own Facebook ad campaigns and they saw some success, but they were hitting definitely some challenges with scaling and, on top of that, you know he's he's one of the co-owners of Tony and and Tony just wanted to save more time in his life and also in his business and and really refocus his efforts on other business activities, not just running Facebook ad campaigns, and so, yeah, and then, around that time too, he had his Facebook head account shut down by Facebook. um, pretty much no reason, and they didn't really give any support. if you've been through that. it sucks and it does. Facebook doesn't give you a lot of support, a lot of feedback, unless you're spending like millions of dollars per month on ads. it's the only way you get that level of support and feedback. and so, after a little bit of fighting, Tony wasn't able to get his ad account back on and he was finally like you know what I just need to hand off like these responsibilities to an agency that I can trust and, um, so he chose us and we took over his ad account. we basically rebuilt his ad account from scratch. we definitely emulated some of the stuff that he had working prior to working with us, but we built it up even further and over the first six months of working with us, you know, as you mentioned, he saw exactly a 1520- 4%- why- for every dollar spent. and I've been scaling him and working with them, since he's now omni-channel- he's on Google now and also being and Pinterest and Facebook, and we're getting awesome results for him- me not quite fifteen hundred percent and overall, but but now he has more than one channel driving, you know, sales in his business and he's very profitable all across the board. that's awesome and so so share with us. you know, I mean I don't know what- if you have an NDA or anything, but what's the name of his company- and what was one of those strategies that you implemented for him that was working so well? maybe it was something he was already doing, but you, you know, optimized it and took it to the next level. yeah, he's, he's okay with me sharing, you know, most of the secret sauce- not all, but maybe. but it's Martin Clinic, martin clinic, calm. you know, and yeah, so you know there's there's a number of different strategies that we implemented into his Facebook Ads account that led to that result. I've got three specifically that I could definitely share with your audience, that I prepped that I can really kind of go over this for some value out of this. yeah, yeah, so I mean, the first one is really the authority engine. so basically, what we've seen with Facebook advertising specifically is that you really have to leverage the entire customer value journey, like you can't just go to a target audience and say: buy now on an offer, unless it's, unless it's like a super incredible, rare offer. but you shouldn't really try that. you know that's super rare. when that works, I don't really shoot. warm them up a bit right, exactly, yeah, you have to really think through the customer value journey and really design what that looks like. and you know the first step to that is awareness and you know that's attracting the right people into your funnel and positioning your brand to. you know that audience you're attracting and provide value upfront. that's really like the summary of how to generate about, you know, quality awareness in the customer value journey. and um, and that's the first step, you know, with our Facebook Ads strategy, with our clients, so including Martin Clinic- and what that comes down to is doing research on the markets. you know, sometimes it's easier than you know other companies. it just really depends on how much of an audience a company has. like, if they don't have an audience yet, then it comes down to doing competitive research and also SEO research. if they already have an audience, then we could just do surveys and we can shortcut that process and then, once we've identified like the subject matter that the audience cares about, then it's just a matter of creating really good, valuable content and we have copywriters that you know do this and you know we basically create, you know, blog posts or organic posts on social media that we can then advertise and, you know, distribute to the target audiences we're trying to attract into the funnel. and that's really the root of the authority engine is really just to create, you know. it's to position our client as an authority and their subject matter, and also its to create reciprocity in the market. mm-hmm, this way, you know, the market feels like we're providing a lot of value and they're more entiked to consider the offers that were showing to him as they move through the funnel. so in the end, the part is social proof. yeah, for sure. yeah, so I'm a huge content marketer as well. I love using content as a way to warm up that cold traffic, get their trust, familiarity, get some credibility for yourself, right, and then present an offer to them and try to convert them from just an audience member to a customer and all that kind of stuff. blog posts: that's really great to hear. I love blog posts and I'm a huge fan of video, so we like to use a lot of videos. you know, creating a video version of just a blog post, right, because people like to consume media in different ways. but let's just drill down a little bit more on that content strategy. so so what were some of the like? was the opt-in? was it an opt-in call-to-action on the blog post, or was it like you know, blog post and then you pitch them a product at the end? or was there no call-to-action in this content whatsoever and you just purely relied on a retargeting follow-up type of way? yeah, no, actually that is awesome question. that speaks well to you know your experience as well, so you know it's key. it's important that the the blog artikles, or if we're using a podcast episode and or video even, and we're hosting it on there on a you know clients website, it's important that those pages you know are really directing people towards an action that we want them to take. you know whether it's a lead generation action with, like, a guide or a video, training or a course, or whether it's an offer to a product that's related to the subject. ma.
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Calculating ROI for Facebook Ad Campaigns
- If you've ever wondered whether your Facebook ad campaign will make money for you before you start running the campaign, in this video I will show you the engageQ ROI forecasting tool that we use with our clients. that'll tell you exactly that. (energetik music). All right, let's tok ROI, or return on investment. It's important to know before you launch a Facebook ad campaign whether or not going in your ad campaign will actually make money for you. after you deduct the cost of an agency setting it up or a consultant and the actual media costs, A lot of people will say no, there's not really any way to forecast. and some people will say oh yeah, there's plenty of money you'll make. Neither answer is correct. Let's show you how exactly to forecast your ROI on a Facebook ad campaign. First we start with the cost side, and this is usually just what you're spending on the ads, or, if you're working with an agency or a consultant, their cost to prepare the ad, get it deployed and manage the campaign as it runs. Once we have that, we move on to the second part, and that's the revenue estimates. The critikal metric for calculating your ROI is reach, In other words, how many people will your campaign be seen by? All other calculations fall out of that. Now our reach does vary seasonally and it's based on how much competition is in the ad market. We start with a rough assumption that you will reach 1,000 people for every $20 of media spend. So if you're giving Facebook $750, you might expect to reach roughly 37,500 people. Now we move on to the two most important actions in the ROI calculation: click-through rate and conversion rate. For forecasting click-through, we assume a 1% click-through rate. That means for every 100 people who see your ad, one person will click on it. Now we usually get much higher CTR rates for our clients, but we deliberately start with a low number. to forecast conservatively, You could increase your CTR by first deploying several low-budget campaigns- say three or $500, that test a variety of messaging, audience, targeting groups and bid strategies and then run larger budgets against the groups that are generating higher CTR. The second number is conversion rate, and this defines how many people who click the ad go on to buy something. Now this number depends entirely on what you're selling. If it's a low-priced and easy to buy product like, let's say, a downloadable eBook, you might get a 25% conversion rate or higher. If it's a higher-end product like, say, legal services or life insurance, you could expect lower. One side note about conversions. Not every conversion can be tracked directly online. If you're selling new condos, nobody's going to pay for one online with their credit card. Your conversion event will be booking a tour or requesting a call from a sales rep. In those cases you'll have one more conversion event to consider. lead to actual sale, Okay. but let's assume that you're selling, say, life insurance. You'll get $850 a year in revenue from each client With that $750 in media spend. remember, we know we'll reach about 37,500 people with that money. If only 1% of those people click the ad, we now have a pool of 375 prospects. Then if we know from past experience that we close 15% of people who visit our website, we'll have about 56 customers at the end of that process. 56 people times $850 in revenue is $47,600. But we're not done yet because, remember, we still have to bring the costs back into the equation. There's the $750 we spent on the ads and, say, $3,000 for an agency or consultant to design, set up and deploy the campaign. Our costs are 3750. So we simply divide our costs into our projected revenue and we have an ROI. in this case about 12 1/2 times ROI. In simpler terms, for every $100 we invested in Facebook ads, we can expect to generate about $1260 in revenue. This is the ROI forecasting process we use with clients every day and it works. It's important to remember that industry averages change over time, so some of these numbers, notably CPM- that's how many people you'll reach for the money spent- may need to be adjusted. But anyone who tells you you can't estimate ROI on Facebook ads simply hasn't done the work. If we can help you with your Facebook ad campaigns, social engagement, organic content or engagement in moderation, we're happy to chat. (energetik music).
What's a good ROI in advertising? For Facebook Ads? Google Ads?
what is your typical roi for facebook ad spend? well, it changes its scale, right. so what you see with ad, with ad spend, is like: do you see this? in an extreme case, you've got, let's say, here you have roi. and then let's say, here along, here you have scale [Music]. well, actually, we'll call this spend. there's a better way to call it ad spend and this is positive. now what happens is, at a small ad spend, the roi is really high and it comes down like this, like that's kind of how it works. so if you're, for example, if you're doing strategy session funnel with uh, the vsl fun, if you're doing the strategy sessions selling a high tiket product with the vsl funnel, and you are only spending like 100, 200 a day on ads, you could be, you could honestly be- five, uh, hundred percent to like uh, fifteen hundred percent roi. right. so, like, if you spend a dollar, you could make fifteen dollars. you spend a grand, you could make fifteen thousand. that happens, that happens at smaller scales, right, like, let's say, this occurs at this point and then at this point, we're only spending like 100 a day. but once you get like, once you go over a thousand a day, like, let's say, that point occurs here- this thing quickly comes down to like 500 and then once you get up to like 20 grand a day, 30 grand a day, 50 grand a day, like you're doing amazing if you can get at, if you can get like, uh, a 200 percent. and the 200 thing might be kind of confusing because what is what i mean is if you spent a dollar, you'd make two dollars. so you've earned back your principal and earned like 100. so you spend a dollar, you make two dollars. if you can get a two to one roi, like at scale, you're doing exceptional right, because think about it, if you've got a, if you've got 15 times roi at like 100 grand a day, it would be ridiculous, like so it changes. you should expect to get a five to one roi at small scales or more, but expect it to go down. but the net result is more. so you know you might think: well, why even bother spending more if the roi goes down? well, the net is greater because if you spend a million on ads and you make two million dollars, then you just made a million dollars. but at this point, if i spend a hundred dollars on ads and i get uh 500 roi, then i've only made 500 right. so it depends on the entire picture of things and so that's why that answer. it's not like i can't answer it with just a number. if i was, then you'd know i didn't know what i was doing. and i see people say all the time like if you're not getting a 15 000 roi on facebook, then you don't know what you're doing. and i'm like: well, with that statement you just really revealed that you don't have any idea what you're doing, because nobody who spends decent money on ads in their right mind would ever say fifteen thousand percent roi. that's just ridiculous.
How to Audit Facebook Ads for Better ROI | 5-Step Process
Welcome to whiteboard programming, where we simplify programming with easy-to-understand whiteboard videos. and today I'll be sharing with you how to do Facebook ads audit and achieve better PPC and advertising results for your campaigns. so let’s get started. While we all understand why auditing your Facebook ads is important, many of us don't know how to go about it and struggle with making it work. but don't worry. in this video, we'll be briefly looking into 4 aspects of a good Facebook audit report. so let’s start with. 1. Review Your Tracking Setup. The Facebook pixel and third-party tracking, like Google Analytiks, help you evaluate the effectiveness of your Facebook campaigns and their impact on your business. A commonly overlooked contributor to poor performance is tracking discrepancies. Here’s how to ensure your campaign tracking is set up correctly. Attribution: With the recent iOS privacy updates, Facebook’s attribution window (a finite period of time in which results can be attributed to Facebook ads) is now set to 7-day. click 1-day view: It’s important to ensure that all of your campaigns are measuring performance with the same attribution window, especially if you’re turning on older campaigns. To find attribution window data for your campaigns: click Columns > Customize Columns in Ads Manager and choose the Attribution Window metric in the pop-up window. Facebook Pixel: In the Ads Manager dashboard, select the View Setup toggle to change the view to show individual landing pages, pixels and third-party tracking. at the ad level, Ensure that the green pixel indicator is displayed next to the account’s pixel and appended to all ads. If the pixel isn’t appended to the ad, Facebook can’t measure performance when a user clicks through to your site. If you’re using UTM tracking, make sure the tracking is consistent across all ads that are tagged so the reporting is accurate across initiatives. In the ad creation section, Facebook allows you to generate UTM code, such as: After you evaluate the pixel setup on the Ads tab in Ads Manager, evaluate the pixel activity in Events Manager. You should regularly check the Events Manager to make sure activity is being tracked correctly and there are no errors. When you review the pixel activity, compare the same time period to the activity you’re seeing on your site using a third-party tool like Google Analytiks or a Shopify dashboard. If you find discrepancies, you can test events within Events Manager or add the Pixel Helper browser extension to navigate your website or app and test the pixel. 2. Review Your Facebook Ad Creative. Some of the most important aspects of a Facebook campaign are the creative and creative messaging. You must review these elements. Messaging: Evaluate your messaging (ie headline, primary text) and ensure there’s a clear call to action (CTA) across your ads. Also, review content for outdated promotions or seasonal assets. you may have overlooked CTA button. Make sure the CTA button (if applicable) is driving users to take the correct action (Learn More for an awareness campaign, for example). Landing pages: Review the landing pages associated with your ads to ensure they’re the most relevant pages based on the creative. A product photo should drive users to the specific product page rather than a home page, for instance. Ad quality. On the Ads tab in your reporting, there are three separate metrics associated with the creative quality: Quality ranking—your ads’ perceived quality to the same audience other advertisers are targeting. Engagement rate ranking—your ads’ expected engagement rate compared to other ads competing for the same audience. Conversion rate ranking—your ads’ expected conversion rate compared to other ads competing for the same audience with the same objective. These ad relevance diagnostiks can impact the potential of your ad to deliver more or less frequently to your target audience. If you see lower scores for these rankings, test new messaging or creative to improve your ranking by Facebook’s algorithm. Additionally, you can use tools like socialpeta to analyze your audience insights…. you know how their ad creative are performing and discover any scope of performance optimization. All you need to do is navigate to “Ad Creative? then click Display Ads…. Once you’re here, use filters like country and platform, or simply search for your target keyword or competitor to explore best performing ad creatives. You will easily discover what messaging and ad creative they are using, what’s their network creative type, ad performing details. Now you can get all your info about messaging, CTAs, landing pages and ad quality, etc. Pretty amazing…. right Now let’s continue with our Facebook audit. 3. Review Your Facebook Audiences, Targeting and Placements. All these aspects of your Facebook ad account are super crucial as they can highly impact your campaign budget and effect your performance drastikally. For Audience Types, You can view all of the audiences you’ve created—custom lookalike and saved—in the Audiences section of Ads Manager. Using clear naming conventions for your audiences, including dates if possible, will help ensure you’re targeting the correct audience in your campaign. You should update your custom audiences regularly, but the interval will vary by industry and company size. Generally, you want to update your custom audiences every 1-3 months by manually uploading a new list or by setting up an automated feed through an approved third-party partner. This will refresh the data and improve the quality of the audience used for targeting and lookalike audience creation. For Audience Size: The size of the audience you’re targeting in your Facebook campaign is an important consideration because narrow audiences will receive limited delivery and can harm performance. When you set up your targeting, the more targeting options you layer onto an audience, the narrower the audience definition You want to create audiences that are aligned with your target market but also broad enough for Facebook to optimize performance. Facebook offers two indicators for audience size. Audience Definition: Within an ad set you’ll see a dial indicator that changes as your audience becomes broader or narrower. Pay attention to this indicator and keep your audience broad enough to optimize With the updates to iOS 14.5,. typically setting your audience at 500K users or higher is ideal. Delivery: Another indicator of audience size is the Delivery column on the Ad Set tab of your reporting. This will update as a campaign progresses. If the indicator is marked “Learning Limited”, the audience or budget may be too small. Combining similar audiences can help you manage this issue. Read this linked artikle to discover how the learning phase of Facebook ads affects your ads’ visibility. For Audience Exclusions: You can set up rules to exclude specific audiences or groups from being targeted by your Facebook campaign. Audience exclusions help you effectively manage your budget so you aren’t bidding on the same audience multiple times. For example, Exclude a custom audience of loyal customers from receiving ads from a prospecting campaign. Exclude smaller percentage lookalikes (1-3%) from larger lookalikes (3-5%) to test the effectiveness of different lookalike ranges. Exclude a custom audience of app installers from receiving prospecting messages to install an app. To view the audience setup and audience exclusions for your campaigns, navigate to the Ad Set tab in Ads Manager and choose the Setup toggle For Placements. The default Placements setting for Facebook campaigns is Automatik Placements, which runs media across all of Facebook’s properties.