Thursday, 28 January 2021

Impact of Social Media Advertising: Facebook Ads Metrics

Most companies manage advertising campaigns on social networks because we are increasingly aware of the fundamental role that Social Ads plays in the communication of a company. The impact that advertising on social networks can have can be brutal and to measure this impact you have to analyze the metrics of both Facebook Ads and other networks.

It has become a fundamental channel with the aim of offering personalized content and reaching the potential customer in the most accessible and fast way possible.

Imagine that we have already launched the advertising campaign, but now what? Do you think that most companies are investing their budget in this type of advertising and they really know the results they are getting? How are you doing with your business?

The segmentation is one of the most important factors of advertising on social networks, but restructuring and further optimize campaigns all results is essential. To do this, we have to be clear about the fundamental metrics of advertising on social networks.

There is no point in continuing to invest in advertising without optimizing campaigns based on results!

Ultimately, stick with what is working and free yourself from what is not working for you. But how to do it?

Facebook Ads metrics

The Business Manager platform offers an infinite number of metrics to analyze every detail about each advertising campaign, but as we say, it is an endless well.

If you have an expert team in analyzing all these results, they will be able to obtain much more exact data and a more adequate optimization. Of course, it is essential that you have a basic knowledge and know what the main metrics are to know what results the advertising campaigns are generating.

The main metric of your campaign is the objective you have assigned to it: traffic, reach, interaction with the publication, likes of the page, recognition, etc.


Despite this, the generic and most important metrics for almost all advertising campaigns regardless of the objective assigned to the campaign are the following:

SCOPE

The reach in Facebook Ads is the number of people who saw your ads at least once.

IMPRESSIONS

The impressions on Facebook Ads is a different metric to the scope as it includes several displays your ads by the same people.

CPM

The CPM on Facebook Ads is the cost of an ad per 1000 impressions.

FREQUENCY

The frequency in Facebook Ads is the average number of times each person saw your ad. This helps us to analyze that an ad is not becoming annoying for the user who is viewing it.

An average of more than 2 times a day should be avoided as it can be annoying, although the strategy that is being carried out with that advertising must also be taken into account.

RELEVANCE SCORE

The relevance score in Facebook Ads is one of the most important metrics in advertising campaigns and that many companies do not take into account. This is a score from 1 to 10 that indicates how your target audience is responding to the ad. The score is displayed once the ad receives more than 500 impressions.

This is a very important metric to know how your ads are performing and what content is generating the best results.


Having a high relevance score makes many other metrics better.

TRAFFIC

The traffic in Facebook Ads displays the number of visits generated from advertising to any URL you define as the landing page of your website, a blog, an app, etc.

I LIKE

Number of “likes” of your Facebook page through the ads.

CTR

The CTR in Facebook Ads reflects the percentage of times that people saw your ad and clicked on the link. For a campaign to perform well, the ideal would be to have a CTR above 1%.

CONVERSIONS

Depending on the conversion you have configured in Facebook Ads, it is the main objective on which the advertising campaign is based. For example, registration of a form, sales on the web, etc.

CPC

The CPC in Facebook Ads is the average cost for each click on the link. The lower the CPC, the more users are clicking on the ad. Of course, it must be clear that because a CPC is € 1.50 we cannot think that it is very high, as long as those users end up converting.

BUDGET

The budget in Facebook Ads is very important to analyze and know how much budget you are investing in each advertising campaign and in each segmentation.

These metrics are some of the ones you have to keep in mind when analyzing advertising campaigns.

What use is this data to us to optimize advertising on social networks?

If you break down each campaign in the results of the campaigns, you will be able to optimize the campaigns based on these metrics.

For example, if the CTR of some of your segmentations is above 1% and is generating conversions and other segmentations have a CTR below 1% without generating conversions, disable the segmentations that are not generating results for you.

Add more budget to the segmentations that are working for you, try other new segmentations during a certain time.

If you fit in with the right audience, your campaign CTR will be higher and your CPC will go down.

If the relevance score is very low for some ads and not for others, turn off the content of the ads that have a low relevance score. Try new content as those low scoring ads are affecting your CPC.

In the event that the reach of your ads is very large but hardly anyone interacts with your ad, change the segmentation or try to narrow the location more so that you do not have such a wide potential reach. This will help you perform better.

As we have said before, the only way to hit the key and really know the results that we are obtaining with the investment we make in this channel, is to thoroughly analyze all the results of the campaigns and then optimize the campaigns.

Remember, just like you do a social media report, you also have to create a report of your advertising campaigns.

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