If you’re advertising on Facebook but you fail to analyze the data, then you are not reaching your potential. Facebook Ad Manager and Google Analytics will allow you to see who is looking at your Facebook ads and even how many of those people are following through to your landing page. This will allow you to clearly determine who your audience should be, what area, age range, etc. You can then target your ads directly at these people, resulting in a more targeted ad campaign and more leads.
If this all sounds far too complicated or time-consuming, then you can always outsource your Facebook ad campaign. There are some great companies out there who will do it all for you. There are even companies who specialize in different sectors such as XSocialMedia, who specialize in Facebook ads for Lawyers, click here to find out more.
However, If you decide to do it yourself then here are 4 things you should take notice of:
How many people are viewing your ad
Facebook will tell you how many people are seeing your ad, this is called ad ‘reach’. It will also give you a number of impressions, which is how many times your ad is seen, it may be seen by the same people several times. If your goal is to increase brand awareness then it stands to reason that you want as many people as possible seeing your ad.
How effective is your ad? If you are getting lots of views but very few people click through to your website or engage with your content, then you may need to figure out how to make your ad more appealing.
It may be that you are getting plenty of people to click onto your Facebook page or your website but very few stay very long. If people are clicking off your pages quickly then perhaps your platforms are ineffective. Are they informative and easy to use?
Not only is this important to grow your business but it is also important for your brand awareness. If Google sees that people are not spending very long on your website, then it will rank you less favorably. This means that it will be harder for people to find you when googling things related to your business. If this is new to you, then read this SEO for beginners.
Finally, and perhaps most importantly, how many of the people visiting your sites are turning into customers? Your ad campaign’s primary goal is probably to get more customers, and whilst it is important that you look at everything listed, the conversion rate is key. A more targeted campaign might reach fewer people but result in more customers.
You can then work out what you are spending on your ad campaign and how much each conversion is costing you. This will allow you to decide how cost-effective your ad campaign is and whether it is worth it to you to spend more money on there.
All of this will be made easier with Google Analytics, if you are new to this you can find out more here.