Reach B2B Prospects Using Facebook Ads

Posted by on Apr 17, 2014 in Advertising, Social
Reach B2B Prospects Using Facebook Ads

Business-to-business (B2B) marketing has unique needs that differ slightly from marketing to consumers. The lead lifecycles can be months (opposed to hours), include multiple decision makers, and often require softer calls-to-action when advertising.

B2B Marketers’ goals are to:

1. Build brand recognition

2. Increase product or service awareness

3. Reach new company influencers and decision makers

4. Capture lead contact information

5. Aid sales in driving net new revenue

Marketing is held responsible for warming up leads and qualifying them for the sales team. This involves targeting the right potential buyers and influencing them at key points within the decision making process.

Many of Facebook’s recent category targeting additions help B2B markets refine their audience, reaching ideal company stakeholders.

New Demographic Categories

When creating a Facebook ad, clicking on the “more demographics” tab reveals new targeting filters.

FB More Demographics Targeting

Below are some of my favorite B2B targets:

I. Work Category

  • Employers

FB Employers Targeting

This field has changed from “workplaces” to simply “employers”; giving you the ability to target FB users by the company they work for.

  • Job Titles

FB Job Title Targeting

Drive cost effective results by only targeting key decision makers and influencers within an organization.

  • Industries

FB Industries Targeting

If you have a product or service that caters to a specific industry, you can filter to show ads to this audience.

  • Office Type

FB Office Type Targeting

Office type targeting is an excellent way to reach a small business, consultant, or entrepreneur.

II. Financial Category

  • Income

FB Income Targeting

In some companies a VP title might mean they are one of the top shot callers. In larger corporations, there might be just a progressional step up from a director, but not hold the final decision making authority. Segmenting by income can help reveal the top movers & shakers within an organization.

III. Life Event Category

  • New job

FB Job Title Targeting FB Life Events Targeting_New Job

 

A CMO brand new to the role for example, is going to want to quickly prove themselves and is more inclined to speak to a sales rep before their daily schedule becomes less forgiving. This is a great time to introduce your solution, so when the prospect enters the consideration phase, your brand is at top of mind.

I know what some of you power Facebook advertisers are thinking, “you can already target many of these using the interests field”. You’re right. However, this now opens up an AND statement opposed to an OR statement, let me explain.

Let’s say we are trying to target CTOs, in the Financial industry, who like college football and prompt them to read our content piece, “How Top CTOs Act Like Quarterbacks, Leading Data Security Initiatives”.

By targeting strictly within the interest field, my targets would include Facebook users who are CTOs, or they are in the Finance industry, or they like college football – reaching a very broad potential reach of 36,000,000 users.

CTO Broad Interest Targeting

When I use the new “more demographic” category targeting, I can narrow the audience to a CTO, who is in the Financial industry, and likes college football – reaching a highly targeted 1,000 users or less.

CTO Categories

The newly added categories provide additional filters, helping to deliver your brand message in front of the best audience.

Forrester’s blog post on the B2B buyer journey cites that, “today’s buyers might be anywhere from two-thirds to 90% of the way through the journey before the reach out to the vendor”. This means there is more responsibility than ever on B2B marketers’ shoulders to produce great content and get it in front of the right target audience. Using social advertising is a key component to success.

For those wanting to learn more about content marketing, you can read our, “Boost Your Content’s Reach with Ads” blog post.

Create Facebook Ads Rapidly with the Ad Scrambler

Posted by on Apr 10, 2014 in Advertising, Product Updates, Social
Create Facebook Ads Rapidly with the Ad Scrambler

Facebook ad variationsExpert advertisers make sure they’re always running multiple versions of their ads. But generating those ad variations can be pretty tedious.

With Google AdWords, it typically involves uploading an Excel doc full of concatenate formulas. Facebook’s even tougher due to the myriad of ad types and need to upload images.

In this post, I’ll explain why you should be generating multiple ad variations for your Facebook campaigns and show you how the AdStage Ad Scrambler can be used to create them quickly.

Two Big Reasons You Need Ad Variations

1. Testing Leads To Improvements

Without testing alternate ads, you’re leaving money on the table. You’d be surprised how much of an impact different images and headlines can have on your ad’s performance.

AB test winner

Results of an AB test

All you have to do to test your ads is create multiple ad variations (with the same targeting and bid) and let them run side-by-side. Then simply compare the results. You may find that one performs significantly better than another.

For more on testing your ads, read How AB Testing Works.

2. Facebook Ads Are Impacted By Fatigue

Have you ever noticed that your Facebook Ad performance drop over time? Because your campaign targets a finite group of Facebook users, they’ll eventually grow tired of seeing the same ad over and over again, and they’ll stop engaging with your ad. This is called ad fatigue.

Daily Facebook Ad Performance

Image courtesy of Search Engine Land

You can combat this by generating additional ad variations with new images, headlines, etc and updating them frequently. But you’ll find that this can take a pretty long time to do. So what’s the solution?

The AdStage Ad Scrambler

The Ad Scrambler is the easiest way to generate dozens of Facebook ad variations quickly. 

.

Note: The Ad Scrambler currently supports Facebook only, we have plans to expand it to support Google AdWords, Bing Ads & LinkedIn Ad campaigns. Request the Ad Scrambler for additional networks in the comments below.

How It Works

1. Plug In Your Variables

The first step is to plug in the different headlines and images along with any other aspects of your ad that you would like to test.

The Ad Scrambler's ad builder

2. Generate Your Ad Variations

Next, the Ad Scrambler will mix and match the variables you provided in order to generate all the possible variations.

The Ad Scrambler's ad variants

3. Add Them To Your Ad Set

Once that you’ve created your ad variations, you’ll be able to choose the Facebook campaign and ad set to add them to. The Ad Scrambler walk you through choosing your target audience and bids for all of these variations ad once!

Try Out The Ad Scrambler

Generating and testing for the best-performing Facebook ad has never been easier. To try the Ad Scrambler app yourself in AdStage, simply log in or sign up today!

Quick Guide to Facebook Ads Interest Targeting

Posted by on Mar 21, 2014 in Social
Quick Guide to Facebook Ads Interest Targeting

Facebook Ads are a cost effective option to reach a specific audience with your advertising message. In addition to demographic targeting (location, age, gender, marital status, and education level), Facebook offers an additional rich layer of targeting know as Interests.

This interest based option allows advertisers to target Facebook users based on pages they have liked, their activities, and interests. These detailed targeting options may be based on:

  • What people share on their timelines
  • Apps they use
  • Ads they click
  • Pages they engage with
  • Activities people engage in on and off Facebook related to things like their device usage, purchase behaviors or intents and travel preferences
  • Demographics like age, gender and location
  • The mobile device they use and the speed of their network connection

Categories

When creating a new ad, Facebook displays a select group of preset options an advertiser can choose from known as categories, in the interests field.

FB Interest Categories_Blog

Each of these main category pillars can be clicked into, revealing more defined targets.

FB Interest Categories_2_Blog

Precise Interests

Advertisers also have the option to type in keywords directly into the interests bar. As each letter is entered into the search field, Facebook will reveal new targeting choices.

FB_Precise Interest Targ_Blog

Tip: Facebook will not show every available targeting option in this view. By adding different variations, more targeting options will be revealed.

E.x.: Lebron James + a

 FB_Precise Interests_2_Blog

Lebron James + b

FB_Precise Interests_3_Blog

Audience Reach

As each new interest category is added, it affects the potential reach of your Facebook ads.

Reach: The number of unique Facebook users who are being actively targeted and could potentially see your ad.

FB_Audience Definition Dial_BlogWhile adding each individual interest target, pay close attention to the number of Facebook users who might see your ad, known as potential reach. This dial on the right hand side helps you understand how large of an audience might see your message. Facebook has also added a dial labeled audience definition which acts like a gauge, informing you if the ad targeting is too broad or too specific.

Targeting too broad of an audience can lead to poor performance  spending budget on Facebook users who might not be your best potential or current fans. If the ad targeting is too refined, your ad might show at a high frequency to a small audience, causing a negative experience.

Tip:  Broader targeting is great for increasing brand exposure, awareness, and new fan growth. While specific targeting is ideal for focused goals, such as increasing engagement on your brand page or driving certain website actions.

Wrap Up

Before creating any Facebook advertising campaign, take time to define what type of Facebook audience you would like to reach and have a clear goal for what the ad campaign should accomplish. This will help in generating cost effective results.

This section is an expansion of our Guide to Facebook Ads. And if you are interested in learning about Facebook’s broad categories targeting, you can reference our guide, “How to Use Broad Categories with Facebook Ads”.

Taking Advantage of Facebook’s New Campaign Structure

Posted by on Mar 5, 2014 in Advertising, Product Updates, Social
Taking Advantage of Facebook’s New Campaign Structure

Have you heard the news? Facebook is rolling out a brand new campaign structure. The goal of the new structure is to make it easier for you to organize, optimize and measure your ad performance. So how exactly does it work and how can you make the most of it? I’ll explain all you need to know about the change and how to take advantage of it right here.

What’s Changing

Up until this change, Facebook campaigns had two levels: campaigns housed ads directly. Your schedule and budget lived at the campaign level and your objective, bid and targeting lived at the ad level.

Now, campaigns have an additional level between campaigns and ads called “ad sets.” Search advertisers may liken this to the “ad groups” used in Google and Bing campaigns, but there are some big differences. In this new structure, you’ll create campaigns for each of your objectives. Then you’ll create ad sets with their own schedule and budget (that’s right, budget is on the ad set level).  Ads still include their unique bids and budgets, but they no longer include the objective since that’s already been set at the campaign level.

Take a look at this table to see the features available for each of these entities:

facebook l3 campaign entity features

Features available for each Facebook Ad entity

Facebook explains the three levels as:

  • Campaign – You’ll choose an advertising objective for each campaign you create and that campaign will consist of one or more ad sets. This will help you optimize and measure your results for each advertising objective.
  • Ad Set – An ad set will have one or more ads and you’ll continue to define the budget and schedule for each ad set. You can create an ad set for each of your audience segments by making the ads within the ad set target the same audience. This will help you control the amount you spend on each audience, decide when each audience will see your ads, and see metrics specific to each audience.
  • Ads – Ads will now live within ad sets. You’ll continue to define your creative, target your audience, and select your bidding at the ad level. Multiple ads should be created in each ad set so our system can optimize for variations in images, links, video, text or placements.

How It Will Affect You

Every single account will be migrated and the changes will roll out to every interface: the Facebook Ads create tool, Ads Manager, Power Editor and even third-party ad tools like AdStage. Facebook will migrate your account to the new campaign structure sometime between March 4 – 30, 2014. You’ll know you’ve been migrated when you see ad sets added to your campaigns.

What Will Happen to Your Existing Campaigns

new campaign structure for facebook  ads

All of your ad campaigns (even the ones you’ve deleted) will be migrated to the new campaign structure and will now have one ad set containing all existing ads.

Facebook says this won’t change the delivery, spend, reporting or performance of ads in your existing campaigns, but you want to revisit your schedules, budgets and ad sets to make sure they match your campaign goals.

How to Structure New Facebook Ad Campaigns

In light of these changes, you’ll want to structure your Facebook ad campaigns a little differently moving forward.

  1. One campaign for each objective – First define your objectives and create a campaign for each of them (e.g., create a campaign for generating mobile app installs).
  2. One ad set for each audience – Next, define the different audiences you want to target for this objective (e.g., Males 24-36, Females 24-36) and create one ad set for each audience. Note: You won’t actually define the audience in the ad set, but rather in the ads.
  3. Diverse use of creatives – Finally, create multiple ads within each ad set. Facebook recommends you use different images, links, video, text and placements in your ads, but also that you use the same target audience and same bid type for each ad within an ad set. This strategy will allow Facebook to optimize your campaign to use the best-performing ads.

Once you’ve been migrated to the new structure, make sure to share your tips and tricks in the comments below!

Profit From Mobile with Facebook Ads

Posted by on Jan 31, 2014 in Advertising, Social
Profit From Mobile with Facebook Ads

facebook logoFacebook has figured out mobile. What was once a threat has now become 53% of their ad revenue and has contributed to some serious earnings growth. In honor of this impressive feat, let’s take a look at how companies with mobile apps can profit with Facebook’s mobile app install ads, mobile app engagement ads, and the new mobile app custom audiences.

Drive Installs with Mobile App Install Ads

iphone 5s adstage facebook mobile install ad

First announced in late 2012, Facebook’s mobile app install ads have become an industry standard and are a proven way to drive installs and increase app discovery. They’re set up just like traditional Facebook ads, however, rather than directing people to a webpage, you can link them directly to your listing in the appropriate app store.

For example, I could promote the AdStage iPad app with a Facebook mobile app install ad. It will then display to people who like AdWords when they’re using the Facebook app on their iPad. The ad will display directly in their newsfeed and will encourage them to install it directly on their device, by way of our App Store listing.

Facebook even provides an SDK that you can install in your app to track installs generated from your ads. You can also use the SDK to exclude people who already have your app installed from ever seeing your ads. This means all of your ad spend can efficiently go towards installs.

Drive Engagement with Mobile App Engagement Ads

But for many apps, especially free apps, getting an install is only half the battle. To make money, you’ll need customers to use the app again and again. So how do you keep your app from being forgotten? You can drive people who already have your app installed to engage by using Facebook’s mobile app engagement ads. These ads help encourage users to open up the app and take a specific action once inside (there are 7 call to action buttons to choose from).

For example, an education app could promote their latest tutorial to their users. And rather than seeing a button with “Install Now,” they’ll see “Watch Video.” Clicking the button will launch your app and deep link them directly to the featured video in the app!

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Target Specific Users with Mobile App Custom Audiences

facebook mobile app custom audienceOn Tuesday, Facebook revealed an even more exciting update to its mobile app ads. Now you can advertise to people who have taken specific actions in your app– this is a really powerful way to segment your audience to hit them with timely messages. It’s just like Facebook’s custom audiences, except there’s no need to upload any files, you simply define the event.

For example, JackThreads used an early version of this feature to target people from their mobile app who added items to their carts but didn’t actually checkout. Advertising to cart abandoners earned them an 8x return on ad spend!

Profit From Mobile Like Facebook Does

With this full suite of mobile app ads on Facebook, you can be clever with your ads. You can drive new app installs, promote engagement to people who already have it installed, and reach segments of your users with targeted messaging to monetize your installed base.

So what goals do you have for your mobile app and how can these products get you there? Create a mobile app campaign today so your profits can soar like Facebook’s!

Speed Up Facebook Ad Creation With Saved Audiences

Posted by on Jan 24, 2014 in Advertising, Social
Speed Up Facebook Ad Creation With Saved Audiences

This post was originally published at FBPPC.com.

In the course of managing your Facebook Ads account, you tend to target the same basic audiences again and again. But configuring your audience repeatedly can get really tedious. Thankfully, Facebook’s Power Editor offers a handy feature that lets you save your audience targeting settings for repeated use. Don’t worry; the process is extremely easy and helpful. In this post, I’ll walk you through the steps to create and use saved audiences.

Creating a New Saved Audience

You can create and save a new audience, from scratch, within the Power Editor Audiences tab.

  1. Open the Power Editor and select your ad account.Facebook Ads Power Editor
  2. Click “Audiences” in the left navigation.
  3. Click “Create Audience.”facebook ads create audience
  4. Choose “Saved Target Group” from the dropdown that appears.
  5. Name your new audience and select your targeting.facebook ads targeting settings

Your audience will be automatically saved as soon as you upload the changes in the Power Editor.

Saving an Existing Audience

You can also extract and save an audience from an existing ad by selecting the ad within the Power Editor.

  1. Select your campaign from the Campaign Filter.
  2. Select the ad with the audience targeting settings you’d like to extract.
  3. Click “Save Audience.”facebook ads save audience
  4. Name your new audience and adjust your targeting as desired.

Your audience will be automatically saved as soon as you upload the changes in the Power Editor.

Using a Saved Audience

Once you’ve saved an audience group, you can easily use them in your ads.

  1. Begin creating (or modifying) your ad.
  2. Click the “Audience” tab.
  3. Click “Use Existing Targeting Group.”
    facebook ads use saved target audience
  4. Select your saved audience from the dropdown.

Get Started With Saved Audiences

Saved audiences make it quicker for you to target the perfect audience on Facebook. Simply create your different audiences once and save them for future use. Then you’ll be able to apply them to ads on demand. At the very least, you should build one saved audience with your basic targeting settings and then modify it slightly for each ad.

Also Try Custom Audiences

While saved audience groups make it easy for you to reach new customers on Facebook, Custom Audiences let you reach existing customers. Make sure you know how to use custom audiences to generate repeat orders and drive customer loyalty.

Creating Better Facebook Ads With Page Insights

Posted by on Dec 19, 2013 in Advertising, Social
Creating Better Facebook Ads With Page Insights

Are you the admin of a Facebook Page? If it’s kept active and has a following, there’s a wealth of potential insight about your audience at your fingertips You can even use this data to guide experiments and improve your Facebook Ads! This post will walk you through some examples of Page Insights to show you how you can apply the data to create better performing ads.

Using Page Insights With Ads

Facebook’s Page Insights reveal a lot about the people that engage with your brand and how they go about it. Once armed with these learnings, you can apply them to your strategy to improve your Facebook ads.

facebook page see insights

You can access these insights as a page admin by visiting your brand page and clicking “See Insights” in the top right of the Admin Panel. Once inside, you’ll be able to view the full suite of insights Facebook provides to learn about your fans and see how they engage with your brand.

Let’s check out the sections Facebook advertisers will find most interesting:

1. People Engaged

facebook page insights people engaged

What it shows: Rather than simply seeing who likes your page, this insight will reveal data about the people who have actually interacted with it recently. That means people who have liked, commented, or shared your posts in the past 28 days.

How to find it: You can access it from Page Insights by clicking the “People” tab followed by “People Engaged.”

How to use it: You can use the People Engaged insight to:

  • Discover the age of your most engaged Facebook fans.
  • Discover the gender of your most engaged Facebook fans.
  • Discover the location of your most engaged Facebook fans.

With this data, you can start testing ads that target these attributes in hopes of earning better results by focusing your spend on only the most engaged audience.

For example, an advertiser found that women on Facebook between the ages of 25-34 are more engaged with their brand than women aged 35-44, even though their performance in retail stores differs. The advertiser may then create new ads that target younger women exclusively on Facebook, resulting in a higher CTR and better results from their campaign.

2. Post Types

facebook page insights post types

What it shows: This insight shows the average reach and engagement of each of the three different post types: Status, Photo & Link.

How to find it: You can access it from Page Insights by clicking the “Posts” tab followed by “Post Types.”

How to use it: You can use the Post Types insight to discover which post type your Facebook fans engage with most. (You can ignore the Reach metric since paid reach isn’t limited the way organic reach is because throwing money at it solves that problem.) Then use your findings to choose which post types to promote more frequently with ads, or to guide your ad creation.

For example, if you find your photos have the highest average engagement, you could begin to promote image posts or focus on creating news feed ads with large images.

3. When Your Fans Are Online

facebook page insights when fans are online

What it shows: This insight looks at the last week and reports the days and times when your audience is on Facebook. (Note that the times shown reflect your computer’s time zone.)

How to find it: You can access it from Page Insights by clicking the “Posts” tab followed by “When Your Fans Are Online.”

How to use it: You can use the this insight to create ads that consider the days and times your audience is most active on Facebook.

For example, a florist may find that their audience is typically online when their store is still open. This may lead them to change their ad’s copy to promote more calls and in-person visits than online orders.

4. All Posts Published

facebook page insights posts

What it shows: This insight shows the engagement metrics of each post published in the past 3 months.

How to find it: You can access it from Page Insights by clicking the “Posts” tab, then scrolling down to “All Posts Published.”

How to use it: You can use the All Posts Published insight to find individual posts with above average reach and engagement. If any stand out as top performers, consider promoting them or build ads with similar characteristics or structure.

For example, an ecommerce site may find that posts about sweaters are performing especially well on Facebook this month. This may lead them to start featuring sweaters more prominently in their ads.

What Can It Do For You?

Using your Facebook page insights is by no means a silver bullet for all advertisers, but it is a helpful tool for your toolkit. You never know where you’ll find the next insight that will take your campaign performance to the next level. For many advertisers, these insights will help guide effective audience targeting and craft high-performing ads!

This post was originally published at FBPPC.com.

Tracking Conversions With Google Analytics

Posted by on Nov 26, 2013 in Analytics
Tracking Conversions With Google Analytics

This post was updated on May 5, 2017
google analytics

Mature self-serve ad platforms like Google AdWords, Bing Ads & Facebook Ads each offer their own proprietary tools to track conversions generated by ads. Or measuring conversions from other traffic sources like LinkedIn Ads that just started with conversion tracking solutions. In this post, I’ll walk you through tracking conversions from any traffic source with the help of Google Analytics and their custom reports.

What Are Conversions?

A conversion takes place when a visitor to your site takes an action you care about and “converts” to a customer. This could be through filling out a form, completing a purchase, or by simply showing a high level of engagement with your site. This post will help you define and measure which traffic sources result in conversions.

How to Track Conversions

If you’re already using Google Analytics, all it takes is a defined goal and a special URL that reveals the source of the click. If you haven’t installed Google Analytics yet, you can learn to configure it here.

Step 1: Build your tracking URL

Google Analytics URL BuilderYou’ll need to use the Google Analytics URL Builder to tag your URLs with custom campaign tracking parameters. Simply fill out the form by inserting your landing page URL along with the rest of the campaign details.

For example, if I’m trying to track conversions from a new LinkedIn Ads campaign, I’d fill out the form as follows:

  • Website URL This is the URL of the page you are linking to:
    https://www.adstage.io/
  • Campaign Source This will record the campaign’s source:
    LinkedIn
  • Campaign Medium This will record the type of campaign:
    cpc
  • Campaign Term This can be used to record the keyword that is being targeted:
    (blank)
  • Campaign Content This can be used to record the ad that was shown:
    clear-ppc-reporting
  • Campaign Name This will record the campaign’s name:
    AdStage-For-In-House-Marketers

The URL Builder will take these details and return the following URL with the appropriate tracking parameters: https://www.adstage.io/?utm_source=LinkedIn&utm_medium=cpc&utm_content=clear-ppc-reporting&utm_campaign=AdStage-For-In-House-Marketers

Step 2: Use your tracking URL

new linkedin ad

Use the tagged URL as your ad destination

Now take your new URL and use it in your campaign in place of your standard URL.

Google Analytics will assume that anybody that clicks this URL is from this campaign. Consequently, it will attribute any actions they take to this campaign as well.

Step 3: Define your goal

If you don’t have them set up already, you’ll need to create goals in Google Analytics for the conversions you want to track.

For example, if you’re an e-commerce site, you’ll want to track shopping cart checkouts. You can do this by creating a goal that counts visits to the URL of the order confirmation page that customers see when they complete their order.

To create you goal in Google Analytics, follow these steps:

  1. Click “Admin” in the navigation bar.
  2. Click “Goals” under View.Google Analytics Admin Settings
  3. Click “+New Goal”.
  4. Create your goal by following the wizard.google-analytics-goals-page

Once you’ve created your goal, Google Analytics will track your goal performance and attribute it to the appropriate sources.

Creating Custom Reports

When you’ve created your goals in Google Analytics and you’ve tagged your ad URLs, you’ll be able to create easy-to-read reports that reveal your campaign’s performance. My favorite way of viewing this data is with Custom Reports in Google Analytics.

To create your first custom report follow these simple steps:

  1. Click “Customization” in the navigation bar.
  2. Click “+New Custom Report.”
  3. Give it a title.
  4. Click “+ add metric” and choose the metric columns you’d like to see. Search for the goal you just created and select the metric for Completions [e.g., Purchases (Goal 1 Completions)]. This will show you the number of conversions of this type. You can add multiple metrics columns.
    Google Analytics Metrics
  5. Click  “+ add dimension” and choose how you would like to break up the data in rows. You can also add multiple dimensions in order to drill down into each successive level. I suggest adding “Source / Medium” as the first dimension, then “Campaign.”
    Google Analytics Dimensions
  6. Click “Save” and you’ll be presented with a beautiful custom report to measure your conversion performance.
    Google Analytics Custom Report

With these steps, you can measure conversions across any digital source easily!

Are you ready to go deeper?

Here are three more articles to help take you to the next level!

1) 5 of the Best Google Analytics Integrations to Improve Customer Insights

2) 4 Must-have Google Analytics Reports for PPC Advertisers

3) How to Analyze Hourly Ad Performance with Google Analytics for Effective Dayparting

 


AdStage Demo


 

Top 5 Facebook Ad Reports – and How to Get Them

Posted by on Nov 19, 2013 in Reporting, Social
Top 5 Facebook Ad Reports – and How to Get Them

It’s always been easy to create ads in Facebook, but until recently, pulling reports with actionable data had been notoriously difficult. But now that Facebook reports have been completely overhauled, it’s easy to get the data you need to discover improvement opportunities.

In this post, we’ll take a look at the Top 5 Facebook Reports along with detailed instructions on how to access them.

1. The Placement Report

The Facebook Placement Report breaks down your account’s performance by placement and device. This helps you discover the most profitable ad placements to optimize for and focus on.

In the example below, the ads placed in the news feed on mobile devices have the highest level of engagement. In light of this, it would make sense for this advertiser to create more ads for the mobile news feed. He/she can set the placement to include the mobile news feed only, upload the ideal images for that placement’s dimensions, and write ad copy and calls to action that take the mobile context into consideration.

facebook ads page report

To access the Placement Report:

1. Visit the Reports page from the Ads Manager sidebar
2. Click the Edit Columns button above the table
3. Click Placement under Column Set on the left
4. Make any desired tweaks to the rows (data aggregation) and columns (metrics)
5. Click Save Columns

2. Demographic Report

The Facebook Demographic Report breaks down your ad performance by the age and gender of your audience. This way you can discover the most profitable customer to focus on and optimize for.

In the example below, women between the ages of 25–34 were highly engaged with the ads, while men were less inclined to click. In light of this disparity, it might make sense to separate your ads by their targeted gender in order to craft ads that men would respond better to.

facebook ads page report

To access the Demographic Report:

1. Visit the Reports page from the Ads Manager sidebar
2. Click the Edit Columns button above the table
3. Click Demographic under Column Set on the left
4. Make any desired tweaks to the rows (data aggregation) and columns (metrics)
5. Click Save Columns

3. Page Report

The Facebook Page Report includes page engagement metrics to show the impact each of your ads had on your Page. This way you can discover which ads are doing the most for your Facebook Page.

In the example below, the AdStage – Sponsored Stories ad has a lower Cost per Page Like, but with significantly lower volume. The advertiser may want to take steps to increase the volume of AdStage – Sponsored Stories by either raising the bid or expanding the targeted audience with the goal of getting more likes at a Cost per Page Like well below the $0.48 it costs him with the Likes – Ad Tech – PPC Interests ad.

facebook ads page report

To access the Page Report:

1.  Visit the Reports page from the Ads Manager sidebar
2. Click the Edit Columns button above the table
3.  Click Page under Column Set on the left
4. By default, this report shows your Page performance on the campaign level, but you may find it helpful to switch this to the ad level. To see ad level data, click Ad under Data Aggregation
5. Click Save Columns

4. Conversion Report

The Facebook Conversion Report includes conversion metrics to show performance relative to your conversion goals. This way you can discover which ads are helping you reach your goals.

In the example below, the AdStage – Website campaign has a lower Cost per Website Conversion than the AdStage – Likes campaign. The advertiser should compare the ad copy, images, and targeting to see if there is anything that can be done to lower costs in the AdStage – Likes campaign.

facebook ads conversion report

To access the Conversion Report:

1. Visit the Reports page from the Ads Manager sidebar
2. Click the Edit Columns button above the table
3. Click Conversion under Column Set on the left
4. By default, this report shows your conversion performance on the campaign level, but you may find it helpful to switch this to the ad level. To see ad level data, click Ad under Data Aggregation
5. Click Save Columns

5. General Report

The General Report is a great starting point for ad analysis and comes with a slew of performance metrics. You can either take it as it comes, or completely customize it to discover new opportunities.

facebook ads general report

To access the General Report:

1. Visit the Reports page from the Ads Manager sidebar
2. Click the Edit Columns button above the table
3. Click General under Column Set on the left
4. Customize this report by adjusting the:

  • Data Aggregation – Choose which levels of your account should be segmented (e.g., by Campaign).
  • Data Breakdown – Choose how the report should be further broken down (e.g., by Country).
  • Metrics – Choose which performance metrics you’d like displayed as columns (e.g., Cost Per Page Like).

5. Click Save Columns

Now that you know how to access and customize the top reports, spend some time analyzing your Facebook ads to see what opportunities you can discover! In digital marketing, every decision should be backed by data and these are precisely the reports can equip you to make data-driven decisions.

Which reports are your favorites? What changes do you like make to the default Facebook reports?

This post was originally published at FBPPC.com.

 

Quick Guide to Analyzing Facebook Ads Performance

Posted by on Nov 11, 2013 in Reporting, Social
Quick Guide to Analyzing Facebook Ads Performance

My first foray into Facebook ads was back in 2008. Even then, Facebook offered an extremely easy way to start advertising to your perfect audience. But while it was easy to create ads, measuring and optimizing their performance was much more difficult and I was always left wanting more data, like what was available in AdWords.

But recent changes to Facebook’s reporting have made it much easier to access the different levels of data you need to make informed decisions. In this post, I’ll give you an overview of Facebook Ads dashboards and reporting to help you get familiar with the analysis that guides your optimization efforts.

Facebook ads sidebar Facebook Ads are laid out fairly simply and the three key areas we’ll cover are campaigns, ads and the new reports.

Facebook Campaign Performance

Facebook Ads Campaigns

The campaign view is very simple and should provide a birds-eye view of your account performance split up by campaign. Here are the metrics presented:

  • Results – The number of actions as a result of your ad. The results you see here are based on your objective (applicable to recently created ads only).
  • Cost Per – The average you paid for each action according to your objective.
  • Reach – The number of people who saw your ads.
  • Start Date – The date a campaign is eligible to start running.
  • End Date – The date a campaign is scheduled to stop.
  • Budget – The maximum you’re willing to spend on each campaign, per day or in the lifetime of the campaign.
  • Remaining – The amount still left in this campaign’s daily or lifetime budget.
  • Total Spent – The total you’ve spent on this campaign during the dates selected.

Your campaigns house your ads and are where you set your budget. Your optimization goal is to allocate money towards your best performing campaigns, according to your objectives.

Facebook Ads Performance

Facebook Ads Campaign View of Ads

Clicking into a campaign will present the performance of each ad in your campaign. Here are the metrics you’ll see:

  • Results – The number of actions as a result of your ad. The results you see here are based on your objective (applicable to recently created ads only).
  • Cost Per – The average you paid for each action according to your objective.
  • Ad Reach – The number of people who saw this ad.
  • Frequency – The average number of times each person saw your ad.
  • Clicks – The total number of clicks this ad received. This can also include Page likes, event joins and app installs that came from your ad.
  • CTR – The percentage of time your ad was clicked when it was shown.
  • Avg. Price – The average price you paid for each action, each click or each time the ad was shown 1,000 times.
  • Total Spent – The total you’ve spent on this campaign during the dates selected.

Your ad must capture the attention of your audience and compel them to click. Since your ad is competing with clever Buzzfeed articles and pictures of friends on vacation, it really has its work cut out for it. Test new ads frequently and compare their performance to find the winners. Your optimization goal is to pause weak ads and fund those that perform best.

Optimization Examples

When analyzing your ads, you’ll want to compare each ad’s metrics to others in the campaign. Here’s a few examples of what you could find:

  • Low CTR – This means people aren’t clicking on your ads when they appear. This could be because your ad isn’t capturing their attention, or it may be irrelevant to the people you’re targeting. Try creating new ads that are more compelling, or modify your targeting settings to reach an audience that’s more receptive to your offer.
  • Low Impressions – This means your ads aren’t running very often. It could also be because your bids are too low or your target audience is too small. Try raising your bids in order to top competing advertisers, or try relaxing your targeting to increase its size.
  • High Average Price – This means your cost is too high for the amount of actions you’re earning. This could be because your bids are too high and/or your actions are too infrequent. Try reducing your bids to lower your overall cost, or create new ads that are more up-front about your offer in order to limit clicks from people that won’t take action, thus increasing your actions and lowering your cost. This post will help you qualify customers with your ads.
  • High Frequency – This means your ad is being shown to the same person many times. This could be because your bids are too high or your target audience is too small. Try reducing your bids to show up less frequently, or try relaxing your targeting to increase its size so your ads reach a wider group of people.

Keep in mind that targeting is set on the ad level, so the ad’s targeting must be considered when looking at its performance.

Graphs

Facebook Ads Line Graph

While the tables present aggregate performance data for a given time period, they fail to show you how metrics fluctuate over time. Because of this, it’s helpful to review the line graphs to see how and when a metric has changed. Look for peaks, valleys and trends to measure the impact of changes you’ve made, along with any affects of seasonality or changes in the competitive landscape.

Facebook Reporting

Facebook Ads Reports Home

Facebook’s new reporting interface provides access to previously unavailable metrics and offers many new ways to slice and dice your data. Follow these steps to access and create custom reports:

  1. From the Reports page, click Edit Columns in order to customize the data.
    Facebook ads edit columns buton
  2. Select a Column Set to get started with a report template.
    • General – This report provides a general overview of your performance details.
    • Page – This report focuses on the impact your ads have had on your Page.
    • Offsite – This report focuses on ad clicks.
    • App – This report focuses on the impact your ads have had on your apps.
    • Conversion – This report focuses on the impact your ads have had on conversions.
    • Demographic – This report breaks down ad performance by age and gender.
    • Geographic – This report breaks down ad performance by country.
    • Placement – This report breaks down ad performance by placement and device.
  3. Customize your reports by selecting Dimensions (rows) and Metrics (columns).
    • Data Aggregation – Choose which levels of your account should be segmented (e.g., by Campaign).
      Facebook Ads Report Data Aggregation
    • Data Breakdown – Choose how the report should be further broken down (e.g., by Country).
      Facebook Ads Report Data Breakdown
    • Metrics – Choose which performance metrics you’d like displayed as columns (e.g., Cost Per Page Like).
      Facebook Ads Report Metrics

Recap

Make an effort to examine the metrics available for each of your ad types and compare the performance of the different ad copy, images and targeting to draw conclusions from the data. Also try breaking down your data in new ways for additional levels of detail. Lastly, explore the different metric columns and read their tooltips to get familiar with what they reveal and your Facebook ad optimization efforts will be a breeze!