For campaigns in Facebook Ads are maintained with a good performance and bring the expected result, it is necessary to spend energy on a daily basis. But that does not mean you should look at all the metrics and make changes in their campaigns every day.
You can analyze the performance quickly and make better use of your time on campaigns that really need greater attention to generate the expected results.
In this post, I will introduce how to be systematic in the process through some simple techniques that will save you valuable time of your day.
Analyze the results of their campaigns is an essential activity to keep their campaigns within the desired performance. But what is desired performance? This will depend on the purpose of your campaign.
Planning is the foundation of success of a media buying strategy, not only in Facebook Ads, but also in other channels. The planning starts from a problem well defined by the marketing department of your company, such as generating Leads , sales, visits, views etc.
Bearing in mind what problem attack is the time to set a goal of your campaign. Facebook Ads allows you to choose some goals:
Before creating your ad, think of all the steps to activate it. To do this, define who you want to impact, ie your audience, how to invest, how long, how to hold the attention with his image and how will deliver value to your copy.
At this time planning, also check that the pixels are properly inserted in the landing pages.
Another important step in planning a campaign is to define success criteria.
Before thinking about looking at the numbers, you should define metrics to evaluate and success criteria linked to their investment.
For example, for a campaign Leads generation, the metric that you can follow is the cost per Lead. But the success criterion can be to keep this metric below a certain value.
To facilitate the analysis, it is interesting to have two limits to this metric, as shown below.
Then, you can create, activate and monitor your ad. With clear boundaries, you are fully capable of interpreting your metrics and rank if your campaigns are good, fair or poor performance.
I rated my campaign. And now?
Classification regarding the performance of the campaign set the action to be taken. The metric above the limit 2 (red band) indicates that you should pause the campaign immediately. When the value of a metric is between the two limits (yellow band), this means that you have a room for improvement.
For a more robust control of their campaigns, monitoring should be a daily task so that the investment does not exceed the second threshold. If so, pause the campaign as soon as possible it is essential not to harm its results.
Once you pause campaigns, you can take two actions:
The first is to transfer the investment to a campaign where performance is in the green belt. Remember to make this transfer gradually, as sudden increases in the budgets tend to increase the cost of the shares.
The second is to return to the campaign planning and rethinking every detail. An incremental improvement may not be enough, it would be necessary to review the entire process of creating the campaign – if the pixel is well configured, if the destination URL is correct, if the copy generates interest, the image arouses attention and the segmentation makes sense to offer. And from these and other considerations, creating a new fully revised campaign.
Despite improvement actions are needed in all campaigns, they should be prioritized when they are in the yellow range. Also in our example, if the cost per Lead is in the area of attention, you should think in secondary metrics that make or influence the primary metric.
A technique widely used in industries to find the cause of problems and can be very well applied in the context of campaign performance analysis is the 5 Whys (or, in Portuguese, five whys).
5 Whys is an iterative questioning technique that helps us get the cause of the problem by answering five times “why?”.
To get to the causes of poor performance campaigns, this number can be reduced to two or three. To better understand, we can follow the example of the cost for Lead:
To answer this question, it is necessary to understand which metrics directly influence the primary metric – for example, the CTR (clickthrough rate).
To reach this conclusion, see if the average CTR is well below the average CTR. Let’s assume that in this case, the CTR is below average.
Answer: because the CTR is low.
Similarly, to answer this question it is necessary to analyze what influences directly the CTR.
The CTR is low when printing is high and the number of low clicks. Printing can increase when the frequency increase. Copy and image can affect the number of clicks.
Suppose you found that the frequency is high and the copy and image are OK. We will investigate the third question.
Answer: because the frequency is high.
The frequency may be related, for example, the optimization goal (conversion, per impression, per click) or size of the public. At that point it is necessary to investigate these two variables.
Let’s assume that the audience size is small, which means that the frequency increases and, as a result, causes the decrease CTR and cost per Lead increase.
Answer: because the audience is small.
Thinking about the next question – “Why the public is small?” – it does not make much sense, because it is a decision taken by the head of the campaign. At that time we identified the time to stop to answer the “whys” and take action.
With these three whys come to a hypothesis the main cause of the problem: the size of the public. Now is the time to correct the problem, increase the public making a look a like , for example. And follow in the days following the effects of improvement.
According to your goals, you can leave mapped a tree causes that appear with the whys.
Following the example of cost per lead, you can have a tree similar to the figure below. It must be a living tree, that is, it is important to map each new cause identified, as this will facilitate the taking of similar decisions in the future and will help to avoid these problems when planning a campaign.
In the figure below, it is clear that key metrics are influenced by other variables to arrive at a cause that must be changed.
This is just one example of a goal that can be broken into several other levels to get to the main cause of the low performance of the primary metric.
The most important change is to continue after the measuring metrics influenced by the change. In other words, after increasing the public, you should check the frequency decreased, the CTR increased and, with it, the cost per Lead decreased. If you consider a high risk change your public or other variable, one option is to make an A / B test to have more clarity on the cause of the problem.
Also remember that the Facebook algorithm has its time to optimize campaigns according to your goal, then do not rush to make abrupt changes in the first hours or the first days of his campaign, as this affect the optimization algorithm.
The time lost with daily monitoring campaigns should be minimized with efficient processes.
The chances of a campaign to have a good performance increase with good planning its release and setting the goal of the campaign, its primary metric and its two limits.
You should be clear about what is a good, fair and poor performance. This makes it easy to prioritize your optimization actions.
Finally, these optimization activities must be mapped to increase your speed in future decision making. That’s because many of the actions you take you will certainly again in a similar situation. When you take a new action unmapped, be sure to add it on your tree.
Your time is precious. Spend it with those campaigns and strategies that really deserve it.
If you’re looking for even more strategies, be sure to check the eBook 25 practices optimizations on Facebook Ads . Good reading and until next time!