How To Effectively Manage Your Social Ad Campaigns
In the following, we will be discussing an important topic that is “How to effectively manage your social ad campaigns” and will discuss it in detail within the article. When you are running paid social media ads, there may be 100 different aspects that you are tweaking and testing to get things just right. You can change everything from your ad copy, images, videos, to your post time and target audience, but one thing you shouldn’t change is how you manage your campaigns.
Systems And Processes To Make Sure You’re Running A Successful Campaign
An effective management structure is the most important aspect of any paid media campaign, whether you’re dipping your toe into paid social for the first time or you’re trying to optimize your current ads. To get your next campaign started on the right/correct foot, here are the 4 key aspects of effectively managing your ad campaigns. Regarding this web designing company in Delhi are do their job so well.
Documenting The Performance Of Your Ads
Facebook makes it easy for you to download weekly reports of your ad performance. You can get an enormous amount of detail on each ad. The most important KPIs you need to be aware of are:
- Frequency – How often the average viewer sees your ads
- Reach – How many people you reach
- Impressions – How many times your ads are shown
- The cost per click
- Facebook’s Quality Ranking (described below)
- Cost per result
The limitation of all these stats is that they show you what your results are; they don’t show you why you got these results. It’s therefore imperative that you add your own notes to your weekly reports that include:
- Why you think the ads are performing the way they are
- What changes you made
- Your hypothesis behind the changes
Otherwise, you won’t remember why you made certain changes and could end up repeating earlier mistakes which could cost you money (for example, you might have switched off a particular audience because those audiences were not relevant to you).
If it’s easier, you can record audio notes using screen sharing software such as Loom. This enables you to record clips of your ads and ad sets whilst you’re talking, providing more context to your explanations. Loom shares your recordings on the cloud, making it easy for all of your team to access them. Facebook’s Quality Ranking will help you understand your ad performance and is broken down into three different metrics in a bid to help advertisers get a better understanding of why exactly their ad is not performing.
The three metrics include:
- Quality Ranking: Explains how your ad quality compares to ads competing for the same audience.
- Engagement Rate Ranking: Explains how your ad’s expected engagement rate compares to ads competing for the same audience.
- Conversion Ranking: Explains how your advertisement’s expected conversion rate compares to ads with the same optimization goal competing for the same audience.
The rankings are broken down into:
- Above Average
- Below Average (Bottom 35% of ads)
- Below Average (Bottom 20% of ads)
- Below Average (Bottom 10% of ads)
When you are in the bottom 20%, which means your ads are among the lowest 20% of ads competing for the same audience. Obviously you never want to be in the bottom percentile, so if you see your ads have fallen into this category, try the following:
- Reevaluate your audience: Think about the content you’re sharing and whether it’s suitable for where your audience is in the sales funnel.
- Re-evaluate your creative: You are likely competing with lots of other advertisers in your market and your ads just aren’t standing out. Make sure the images you use are high-quality, and fits in well with your copy and have emotional appeal.
- You need to check your frequency: If your frequency metric is getting really high, it can actually mean you are experiencing ad fatigue (the same individuals seeing your ad over and over as well as not taking action) and can have a big impact on your overall scores.
Tracking Your Leads Long After They Were Generated
If you’re selling directly from your Facebook ads, it’s relatively easy to work out the return on investment (ROI), but what if you’re selling a product or service where the sale could be months later or where the sale is via a phone call or face to face meeting. For example, your Facebook users may sign up for a webinar or an e-book, they will then end up on your email list where they receive your weekly emails. They might then go on to buy from you weeks later after reading one of your emails. Whilst the ads might be attracting a lot of leads, you need to know how much business your advertising spends it generating for you.
CRM systems such as Hubspot and Infusionsoft enable you to measure this. Their main advantage is that once you have a lead’s email address, you can far more accurately trace the buyer journey of each lead:
1. Every lead is tagged so you can track which Facebook or Instagram campaign the lead came from. You can search by tag and calculate how many sales resulted from a particular campaign.
2. Whereas Facebook can track a direct result, they can’t necessarily track the lifetime value of a lead, how long the conversion window was how much repeat business they lead has generated but this is the level of detail a CRM can track.
3. You can track how warm a lead is over a particular period of time through lead scoring. Lead scoring assigns a value to lead-based on how many times they clicked on particular links in your emails. E.g. your latest product offer or the core product on your website. You can then automate actions based on their behavior such as to alert a sales agent to give them a call.
4. Many of the CRM systems support landing pages for your ads, including Hubspot and Infusionsoft.
5. Based on which ads your contacts came from and what they bought, you can then segment them into new custom audiences that can be uploaded to Facebook and used for future campaigns.
All this reinforces the importance of ensuring that when possible, you should capture the email addresses of your Facebook or Instagram leads.