Well-done Facebook marketing campaigns are able to communicate a brand’s core message, as well as its personality, attracting its target customers and turning fans into customers. But, all too often, businesses tend to get into Facebook Ads without a plan or a clear idea of what success really means to them.
A solid social ads plan or strategy saves precious time, money, and resources… and also puts the company in touch with target customers on a more meaningful level. The time spent on strategic planning influences when it comes to obtaining results.
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Strategies and metrics in social networks
For example, when posting an image, if there is a story behind the image, telling a fantastic customer experience, then telling that story makes that publication one step closer to quality. Otherwise, it’s just noise, and noise is something we can all do that leads nowhere.
Recognizing the difference between a random and useless post and quality content is rooted in strategy. Specific goals and their corresponding strategies make Facebook get more clicks and customers for a business.
KPI’s for Facebook
Therefore, every social network must have the appropriate metrics to measure and analyze the results and thus optimize the performance in that network to the maximum. In the specific case of Facebook Ads,these are the most important KPIs that must be taken into account:
It is necessary to know the average number of times each individual has seen an ad. The frequency is calculated by dividing the impressions by the range. This is an important metric to pay attention to to make sure you’re not oversizing your audience with ads.
CPC and CTR:
The CPC is the average cost of each click on an ad you send to a website. This is calculated by taking the amount spent divided by the number of link clicks. CTR is the percentage of users who saw an ad and clicked, which is calculated by taking the number of link clicks and dividing it by the number of impressions. Employing both metrics together will help decide which ad is working and where it should be placed. When the CPC is too high, the CTR should be reviewed. At the same time, if the CTR is low, the ads should be reviewed.
Cost per acquisition (CPA) allows you to determine the cost of the action a user takes to convert, and they may be registering a subscription, filling out a form, or making a purchase. Using CPA to determine the success of Facebook’s acquisition efforts offers a more complete view of what the ads offer. For example, in an e-commerce, the ultimate goal is to drive sales. Knowing exactly how much you have to pay to transform a visitor into a paying customer helps set a solid foundation for the acquisition strategy. Not knowing this number can give a lot of vague and variable results and makes ROAS harder to calculate.
Whenever measured, this metric is critical to knowing that a campaign or page is working. If you do not know the number of visits you receive on a website, landing page or web page, it is difficult to calculate the effectiveness of an ad.
It’s also critical to know the total number of people who receive an ad. But don’t forget that impressions can exceed reach, because users can see the same ad many times, so you could call unique impressions reach.