Successful Facebook ad campaigns begin with understanding your business goals, aligning advertising objectives to meet those goals, and then gathering insights from key performance metrics.
Facebook has 2.01 Billion monthly active Facebook users worldwide (June 2017) which is a number that is too big to ignore. Even though posting content and engaging on social media, is important, 86% of marketers combine organic activity with paid approaches. 66% of social media marketers look to Facebook first for paid social media.
When setting up a Facebook ad, you have the option to choose one of three key objectives: Awareness, Consideration, or Conversion.
These are ‘top of the funnel’ campaigns that drive interest for your brand, product, or services.
Consider awareness campaigns if you are launching a new product, want to bring attention to a cause that your not-for-profit is supporting, opening up a second location for your business, or want to lead attention to a specific challenge where your services can help.
These are the sub-categories Facebook offers for awareness campaigns.
- Brand awareness - Reach people more likely to pay attention to your ads and increase awareness for your brand
- Reach - Show your ad to the maximum number of people in your audience.
Video Views - I believe this type of campaign can be effective if you are at the awareness stage in your business objectives. Facebook puts it into the 'consideration' category.
This is when your audience is aware of your brand and are now curious to learn more. The objective of ‘consideration' campaigns is to have your audience ‘click thru’ to find out more information about your business or what you have to offer.
To align with business sales goals, getting people to visit and engage with your website, app store, or event page is all part of the consideration stage. Getting your visitors to sign up for an email list, LIKING your Facebook page, or claim an offer are all actions that people take as they consider purchasing/investing in your business or organization.
These are the sub-categories Facebook offers for consideration campaigns.
- Traffic - Increase the number of visits to your website or get more people to use your app.
- App Installs - sending people to the app store to learn more.
- Engagement - read and comment on a blog post, increase attendance at an event by sending to an event page, increase LIKES on your page, claim an offer
- Video Views - product launch, behind the scenes, customer stories (also beneficial for brand awareness)
- Lead Generation - Collect lead information, such as email addresses, from people interested in your business.
This is when your prospect turns into a customer. They like what they see and decide to invest or purchase your product, services, membership, donate, etc. or to visit your store location.
- Conversions - You can track visitors engage with your website.
- Product Catalog Sales - You can create an ad for individual products with a click thru to your product page, or you can create a dynamic ad which is a template that automatically uses images and details from your product feed for things you'd like to advertise.
- Store Location - Facebook lets you promote your store location that will alert people who live or are visiting near you. For a single or multi-location, the store visits objective lets you also create dynamic local ads to drive store visits and in-store sales.
These are examples of what metrics you should gather to review the success of Facebook advertising campaigns
Facebook offers these metrics which are specific for specific ad campaigns.
- Reach - How many people your campaign reached
- Frequency - How many times they saw your ad
- Estimated Ad recall lift (people) - is the estimated number of people likely to remember your ads within two days.
- Cost per estimated ad recall lift (people)
- Website Traffic - Place a Facebook pixel code in the header of your website. When someone clicks thru to your webpage and takes action (like completing a purchase), the Facebook pixel is triggered and reports the action. https://www.facebook.com/business/help/952192354843755
Other related metrics to show the success of your Facebook ad campaigns.
- Facebook Follows - They are interested in getting updates. Even if they don’t LIKE a page, they can follow it.
- Page Likes - How many people LIKE your Facebook page. When a person LIKES your page, it will show up as a LIKE in their ABOUT page. However, they may choose to unfollow that page which means they will stop receiving updates.
- Previews - the number of people who saw your Page’s information when hovering over your Page’s name on desktop (new in June 2017)
- Recommendations - the number of times a Page is included under someone’s recommendation as a suggestion from friends and family (new in June 2017)
- Google Analytics - You can track specific campaign traffic to your website with Facebook’s Google Analytics URL Builder
- Using the Facebook Pixel, track how many people;
- signed up for your email list
- downloaded your app / white paper
- filled out a request for quote form
- filled out a contact form
- comments on your blog (what did they say - sentiment, how many)
- clicked through to a product purchase