You can adjust all of your cookie settings by navigating the tabs in this window.
There are several components to running a successful advertising campaign. Here a few of the major ones:
Remove one element from the picture, and your ads may very well fall flat. But the beauty of marketing is that there’s always room for testing and improvement. If you’re not hitting your KPIs, don’t panic — there are simple steps you can take to reboot your social media efforts. As an example, let’s say you’re running a CPA campaign to acquire purchasing customers, but your CTRs are low.
Here’s what you can do:
Cut out ads that are greatly above your CPA (or KPI) goal. Approach this step not just at the ad level, but also the creative (images, copy) and targeting levels (gender, age). For a structured guide to running only your best ads, consult Nanigans Account Manager Bryant Roche-Bernard’s “5 Steps to an Ad Campaign Optimization Audit.”
Ad Engine can automatically add more budget to your top-performing ads, and reduce spend on ads that aren’t doing as well. The Optimized Budgeting feature may help you skip the next step, which is:
With a CPA goal in mind, it’s an understandable impulse to pull ads with minimal downstream action; but don’t make the mistake of removing ads before they’ve had a chance to gather statistically significant information. Sixty clicks may not be enough to determine whether your campaign is effective, so consult your average conversion rate before you pull the trigger.
1. Compare retargeting segments to pure acquisitional retargeting segments. If the CPA for acquisitional retargeting isn’t a lot lower, it’s possible, not likely, that your lookback window is too wide. Shortening the lookback window or separating the lookback windows (1-3 days, 4-7 days, etc) to bid differently could help.
2. If your conversion rate is low but your CTR is high, try to figure the following out:
3. Test multiple bid types.
If you find that the following scenarios happen often, you may also benefit from Senior Product Specialist Collen Slyne’s A Day in the Life of a Facebook Marketer: