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Facebook Advertising For Photographers – Analyzing Results
In today’s post, Georgia McCabe wraps up her three-part series on Facebook advertising. If you missed the first two, jump to the links below:
Now for part III: Measuring the Effectiveness of Your Ad:
Hello, everybody, this is Georgia McCabe and this is Part III of my Facebook advertising blog series. And, today, what we’re going to cover is how to use the Reporting function to see the effectiveness of your ads. Before I do that, I want to first give everybody a little review and make sure that you all realize that you need to be signed in as your personal profile in order to have access to the Facebook Ads Manager. And, so, here you can see this is my Facebook business page. I’m going to click on this little drop down arrow and select Georgia McCabe. That brings me to my Facebook page and, now, I want to go to the Newsfeed views. So, I’m going to click on the F over here and that will bring up the Newsfeed view. And over here you can see that right underneath Newsfeed is a thing called the Ads Manager. So, I’m going to click on that. By default, what it’s going to do is it’s going to bring up a page and it’s going to show you all the campaigns. And you can see there’s quite a few. They’re not delivering now because these all took place already. I really want to focus more in on a specific campaign to see the success.
So, let’s take you to this one which is called The Summer Soiree Ad Campaign. We had quite a bit of success with this. The first thing that it’s going to give you is this kind of view. Now, it’s okay. But, you know what? It’s not the best way to view your Facebook ad results. The best way to do that is by going to the Reports area, which I’ll show you in a minute. So, in this case, again, as a little review, the campaign name was called Summer Soiree Ad Campaign. It’s not delivering now because it was completed. The objective was I wanted to get website clicks. We wanted people to R.S.V.P. and say they would be attending the Soiree. I had that ad running from June 25th to July 9th. The whole dollar amount that I spent was $139.97. Over here, it’s going to tell us how many clicks to the website we have. If you ever wonder what these things mean, just click over here and it’ll tell you. So, this has the number of actions as a result of your ad. My campaigns objective was to get people to click through and we had 323 people do that. The reach was the number of people. Again, the number of people the ad was served to, how often they saw that ad, the total amount I spent, and the average cost per website click. And it brought up the date of the ad campaign. Then, here, it tells me what happened on each day.
Now, down here, I created a whole series of ads — different variations. I targeted very different things. I got a little sophisticated here. But, not only did I target males and females, on some ads I did both, I did variations of age. Then, the interests and the behaviors changed up a little, but not too much.
Now, what I want to do is show you how you can get much more specific and really start to determine the kind of information that will really help you understand whether or not your ads are performing the way they should. So, the first thing to do is to click on the Report. It’s going to default to the last seven days. I’m going to come down and I’m going to say I want this to be Custom. Let’s do June 19th and I’ll take it through July 12th. These are all the ads that I ran in that timeframe. This happens to be the one particular campaign that I really want to focus in on. So, I’m going to come up here and I’m going to first add Filters. I’m going to put the campaign name in because I just want to focus in on that.
Now, what I want to do is show yours how you can actually edit the columns and the information so that you can dive down and get custom reports. The first thing I want to share with you is column sets. They are preconfigured reports. They’re already done for you. I’m going to show you exactly what I think when you start out what type of information you should look for. First thing I want you to do is click on Data Aggregation. And, now, what we’re going to do is to include the ad sets. If I go ahead and I save these columns, what will come up now is all the information specifically for that selection.
Let’s go back in and edit it a little bit differently. This time, what I want to look at is delivery and sent. I want to see how effective, how much reach did I get? How often did people see it? How many impressions? And, then, what was the total amount spent? I’m going to click on Delivery and Spend. I’m going to keep Reach, Frequency, Impressions.
Let’s go in one more other way that you could look at it. Let’s say you wanted to look at clicks. I wouldn’t pay as much attention to unique clicks. I would really focus in on the click-through rate. Next, we have the cost-per-click. I’m going to just keep that selected as well. Another one that you could do, which is pretty effective, is Cost per Action. Again, this really is based on your goal. Our goal was to see how many people actually went through to the website.
So, there’s a number of other things that you can do. This is one that I happen to like a lot and that is the demographic. So, we’ll go into just the campaign. Now, I don’t really want to look at all of them. I just want to look at the campaign itself. You can see that here are the genders and, in terms of the total reach, you can see that this particular target that I focused in on was women between the age of 35 and 44. It had a reach of almost 5,000. They had 6,200 impressions. It had a pretty good click-through rate. Now, interestingly enough, this one actually had a higher click-through rate. Again, remember how we calculated that cost-per-click. But, this is really interesting because, as I go through this, I can start to see,the age range and I can kind of see the mix of the gender of the customers that interacted with the ad.
I could also go in, if I wanted to look at geographic, In this ad I selected the United States. So, it doesn’t break it down to more specificity. But, let’s say that I did an ad that was specifically aimed at a particular geography, I could go in and see that detail. You can look at cross device as well. You can see where the impressions came from. It will show if they came from a desktop, iPhone, Android, iPad, or all devices which are grouped together. At any point in time — let’s just go back here to the beginning you can save your settings by clicking Save this. At any point in time, if you want to download the data, all you do is hit Export. You can save it as an Excel file or as CSV file?
So, I hope this was helpful. Again, I encourage all of you to give it a try. If you ever have any questions, please feel free to reach out to me. I can always be reached on the H&H Color Labs Fan Page, or you can reach me on my website, georgiamccabe.com, or you can email me, firstname.lastname@example.org. I hope you enjoyed this.
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