She spending a couple dollars a day total.
But she’s driving leads at under a dollar– people signing up to book time with her.
Let’s break down exactly what she’s done and why.
Hint: it’s a framework that any busy small business owner can follow.
She has only 18 ads, most of them sponsored stories(1), organized into a 3 campaign funnel structure of audience, engagement, and conversion (2).
This allows her to allocate budget by business objective- to grow her awareness/fans, get more newsfeed exposure/interactions, and drive more leads.
The reach and CTR of each of her ads quickly tell her what’s performing– whether to turn something off (low CTR), create multiple similar variants (high CTR), or ignore (reach too low to register any traffic). Look at the ones she has paused after getting a couple thousand impressions to see (3).
She is getting fans for 31 cents via sponsored stories and page engagement at 56 cents(4). Is this good or bad? Depends on how that traffic flows through the rest of the funnel, as we’ll cover later here.
In the newsfeed, you want to keep the frequency under 2– it’s a holy place for users (5). Can’t be jamming ads, like on the right hand side, where they expect to see ads. I’ve seen ads with a frequency of 40 still perform on the right hand side.
We always sort by clicks or reach descending, allowing us to quickly identify what’s working or not. You’ll find that even in a large account, just 4-5 ads take up the bulk of the traffic. The rest you can safely ignore.
If we’re not getting at least 1% CTR in a newsfeed ad, something is wrong. Maybe it’s the targeting or the content. If we’re doing mobile newsfeed, we expect to see 3% or more– though sometimes we’ve seen 40% CTR when it’s ultra-targeted. Of course, make sure you have enough data to make a valid judgment.
If you’re bidding optimized CPM, don’t worry about fluctuations in the cost there. It’s mostly driven by placement selection, as Facebook is doing the work for you.
Note– this data is for the last week, which is the default view. You have to generate a report if you want a timeframe longer than 28 days.
How do you structure your campaigns?
This article was syndicated from Business 2 Community: Kristy Schnabel, Social Media Consultant, Lets Us Peek Inside Her Facebook Ads Account
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