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As a local business, Facebook advertising can seem like a minefield. And with so many pieces of data to choose from, it can be extremely difficult to successfully analyse your advertising campaign. And how will you know your cash investment is even paying off? Well, here at Pumpkin Web Design, we are Preston’s leading web design and web marketing experts. And we work with all kinds of businesses and clients across the region to deliver top quality web marketing support and strategies. As a result, we have produced this guide exploring the measurable metrics for Facebook ads and local business success.
Measurable metrics
One of the great things about Facebook advertising is the amount of metrics you can measure. And this is also one of the worst things. With a variety of metrics available, its no wonder that things can get confusing and overwhelming. As a result, people tend to only measure one or two metrics and use these as performance indicators. This means that they could be missing out on whole areas of useful insights. But how do you know which metrics will provide a good amount of useful information? Well here are some that you might not have thought about before:
- frequency
- relevance
- video percentage watched
Facebook ad frequency
Do you have an ad that just isn’t performing as expected? Well one possible cause is the frequency of your advert.
When you place an ad on Facebook, they will attempt to show this as much as possible. In fact, Facebook earns money for every 1000 impressions your advert makes. This means that some people will be seeing your advert over and over again. To the point where it will become incredibly annoying.
If you have set up your advert to re-target previous customers, or those that have been interested in your products, you will no doubt have a much smaller intended audience size. Despite this, Facebook will still try and display your advert as much as possible. Which means that your advert can have the opposite effect, and instead of bringing people back to your website, it will drive them further away. For a local business, the effects of not monitoring the frequency of advertising can be extremely damaging.
Despite this issue, Facebook only allows you to cap the frequency in a Reach campaign. And this means that the best way to determine how many times your advert will be shown is to cap your own budget. A smaller budget means that you could garner more interest, instead of bombarding the same people with your advert.
The relevance of your Facebook ad
Your relevance score for Facebook, works in a very similar way as the quality score in Adwords. It measures how well your target audience is responding to your advert and gives you a score between 1 and 10. The higher the score, the less you will have to pay to Facebook for your CPM, because Facebook as a company want to reward companies that show things their customers are actually interested in. As this only makes Facebook itself more user friendly.
However, you should try and not get too hung up on this score, because there can be a range of other factors that are influencing the reactions and interactions form potential customers, not just how relevant your content is. In fact, even if you get a low score, this content can still be driving sales for you.
On the other hand, if you do have an advert with a high relevance score, and it is performing well, you should take a look at the comments and interactions as this will help you understand why the content worked well, and what you can use in the future.
The video percentage watched
Its now common knowledge that video content on all social media needs to be short and sweet. People generally don’t spend longer than 2 minutes watching a Facebook video, and not even 100% of the viewers will last that long. That’s why the metric that allows you to find out the percentage watched is a good indicator of your content success.
Video that is successful, will have a higher percentage of viewers watching the video until the end.
Measurable metrics for Facebook ads and local business success
There are many metrics you can choose to measure the success of your Facebook advertising. But the frequency, relevance, and video watched percentage can all play a pivotal role.
For more information, or for professional web marketing and social media marketing support, get in touch with the experts today, here at Pumpkin Web Design.