Facebook Marketing: Six Steps to Auditing Low Performing Facebook
It is so easy to present ads in front of people on facebook but the most important thing is to inspire people enough to buy the product.
If your ads do not reach the right people in the right way, then you are at the risk of wasting lots of money.
This article will basically discuss things about how to audit a facebook ad and maximize the conversions.
Step 1: Audit your audience targeting
While making an ad, you can choose the audience you want to target. If you don’t really target the correct audience, then your ads could reach people who are not interested in your ads and never will be. For example, if you are selling rain boots online, then you should not be serving the ads to the people of Arizona.
How to target the correct audience in facebook marketing?
In order to target the right audience, you need to make audience profile. One can build a customer profile using gender, location, age, and hobbies.
Use audience insights to evaluate your custom audience (and find new ones)
Audience insights will help you better in finding out the right audience. For example, if your client is a proud owner of a yoga studio in Midtown Manhattan, then you are looking for people who live in and around New York who are interested in yoga and fitness. If you still want to limit your audience then search for people doing stressful jobs.
Step 2: Audit your bid strategy
The bid strategy refers to a cost control tool. Bid helps to control the cost per optimization. A bid is basically a number that shows how much are you going to pay for an ad to reach people. There are options for automatic and manual bidding. Automatic bidding (lowest cost) you let Facebook to decide the ideal cost for you. In manual bidding which is the target cost you decide the bidding cost.
In automatic bidding your cost per purchase fluctuates as facebook decides where to put your money, but your cost of bidding is low with your customers still being converted. Whereas in manual bidding
your cost per purchase stays the same but you have to bid high.
Step 3: Audit your ad placement
You should identify where your customers spend most of the time. For example, instagram, facebook, messenger, newsfeed, etc. if you are not certain about uoyr audience interest then test out automatic bidding before manual bidding.
Swenson says that I am not going to be picky if my ads work everywhere. But it is very important to be picky in terms of Instagram. If it is a very long post then it is not going to be suitable for that platform. Videos should be for Instagram.
Step 4: Audit your ad content
If you have worked with bid strategy and targeting and still does not get good response then it is the time to work on the content of the ad.
If you have a good click through rate (CTR) then it means you are having a creative content of your ad. The average facebook CTR for Q4 in 2017 was 2.34 perceny.
Try to make highly attractive visual ads for Facebook since it is a visual platform.
Step 5: A/B test for best results
It is essential to have regular experimentation to know what appeals your audience the most. If you feel you are doing everything right but still do not get good results then a split test campaign can better help you with that. Split testing is very important because the smaller changes can produce huge differences.
Step 6: Monitor, Monitor, Monitor
Facebook posts require good content and attention in order to be successful. Facebook helps you to optimize the sales by providing you with a host of analytics. As a rule of thumb, if your ads are doing well and you are having good benefit then you would like to spend more money and get more benefit.