When you are automating your Facebook ads, one of the primary aims is to grow your business and improve your customer reach. But how do you evaluate if your automation practices are working as they should?
Facebook ad automation is based on five metrics that help you track the performance of your automated ads and recenter your strategies based on your goals. Today, we will discuss the 5 important Facebook ad metrics and how you can improve your performance on each of these.
5 Metrics to Evaluate Your Facebook Ad Performance
Whatever goals you have for your Facebook automated ad campaigns, these metrics will help you understand if you are headed in the right direction.
1. People Reached
The first crucial component of your Facebook automated ads is the number of people it reaches. While you schedule the campaign, Facebook will display an estimated reach for the particular budget.
Since the number of leads you generate is much lesser than the actual reach, getting the maximum reach possible in a budget should be your first goal.
How to Improve Your Facebook Ad Reach
Investing time and money in your ad campaigns and not seeing any results can be disheartening. So here are two tricks to improve your Facebook ad reach:
1. Target Your Audience Wisely
The Facebook algorithm boosts posts and ads that users love. So if the first set of audiences who are shown your ad interact with it positively, it will automatically get more reach. That’s why it’s important to choose your target audience wisely.
For example, if you sell gym shoes, there is no point in targeting people over 50. They will neither interact with your ad nor be interested in shopping with your brand.
2. Retargeting Leads
In a market as competitive as Facebook, converting a lead in the first go is nearly impossible; that’s why you need to retarget leads.
For instance, users who have interacted with your content but did not click on your website are the ones who are interested but were just not convinced enough to proceed.
Retargeting them would mean that your ad is frequently shown on their feed, allowing you to register your brand in their minds slowly. With this simple trick, there will be a higher chance of those users reaching out to your brand the next time they see the ad.
2. Get More Leads
Once you manage to get a decent reach from your Facebook ads, it’s time to focus on the lead you generate from the campaign. After all, there is no point in investing in ads if your customers only take a glance at them and move on.
You need to grab their attention in a way that convinces them to move to the next step – shopping with your brand.
How to Improve Lead Conversion from Facebook ad
The more leads you get from your Facebook ads, the higher your chances of making a sale. Here are two tricks that will help you:
1. Offer an Unrefusable Benefit
If you want to pause your users from mindless scrolling, grab their attention and persuade them to visit your website. Next, you need to make an offer that’s too good to refuse.
For example, if you have just launched a book, offer the first 50 buyers a free signed copy in return for reviews. Make sure the text “free signed copies” stands out.
With this strategy, you will not only get more leads, but the positive reviews you get from the early readers will also help you build credibility for your book.
2. Offer Them a Solution
This trick mostly focuses on your ad copy. All that you need to do is offer an excellent solution to your audience for a problem that troubles them most.
For example, if you are a fitness instructor and want to promote your consulting services, instead of having an ad copy that talks about you or your business, use a client testimonial with before and after pictures.
A target audience looking for ways to get back in shape might not stop at a regular fitness advertisement, but they will almost always stop to stare at before and after pictures.
3. Ad-click Throughs
You designed a brilliant ad that makes users pause, but how do you make them click on your ad and reach your website? That’s what the click-through metric is for.
Use this metric to compare the total reach of your ad versus the number of people actually clicking on it.
How to Improve Ad-clickthrough Rate
The entire point of having a Facebook ad is to guide your customers to the next step in the buying process. Here are a few tips to help you improve your ad-click-through rates:
1. Generate Curiosity
If you have already grabbed your users’ attention, all you need is a little push to lead them to your website. If you can generate a raging curiosity that forces them to find out more about the subject, they will definitely click on your website.
For example, put up a lucrative headline like “How I made $70000 in just 6 months on Amazon”. A statement like this is bound to generate some curiosity. Instead of giving away the answer in the caption, ask your users to click on the link to find the answer.
Anything that leaves your users craving for more can work with this trick!
2. Add Click-triggers
As the name suggests, click-triggers are ad elements that persuade your audience to click on your ad. You can do this by either generating curiosity, building trust, or giving them an extra benefit to choose your brand over others.
For example, words like “free shipping,” “Money-back guarantee,” “ free 30-day trial” are click triggers that help you increase your click-through rate.
Each of these words adds value to your service in a way and gives your customers that one extra reason to interact with your website. That’s why many brands have their click-triggers bold and highlighted such that these are the first elements to grab your customer’s attention.
4. Get More Messages
Another important Facebook ad metric is to get more messages through your campaigns. Messages act as an essential medium of building healthy customer-brand relationships. Personal interaction also increases the chances of a user shopping with your brand.
How to Get More Messages on Facebook Ads
Here are two tricks to leverage your Facebook ads to get more messages and build a loyal customer base:
1. Add clear CTAs
Sometimes, asking your customers to message you is as simple as adding a call-to-action button with a simple “DM Us Now.”
The best way to make the most of your ad campaigns is to direct your customers to the next step. For example, if you have a limited-time offer on a home loan, then make sure you add a direct CTA, asking your customers to message you to know more.
If you leave them on their own to decide the next step, they might never reach out to you.
2. Set-up a Response Assistant
Customers hate late replies! A delayed response will not only drive away existing customers but also repel interested customers since the average time taken by the brand to respond is displayed on their page.
With the help of an automated response assistant, you can:
- Cater to minor queries that do not require your input
- Improve your overall response time to attract new customers
- Keep your customers engaged while they connect to a live agent
5. Improve Website Purchases
The ultimate aim of a Facebook advertisement is to improve your sales numbers. That’s why website purchase is considered one of the most important Facebook ad metrics.
To check the number of sales made through a Facebook ad, you will need to Install Facebook Pixels. Simply put, it’s a piece of code that integrates your website with your Facebook page.
How to Get More Website Purchases Through Your Facebook Ads
The effectiveness of your Facebook ads plays a huge role to play in the number of sales you get from them. Here are two other ways to get more website purchases:
1. Meet the User’s Expectations
An appealing ad might lure your customers to the website, but you will quickly lose those leads if your products do not match the expectations your ad set.
For example, if you advertise beautiful satin dresses available at a 30% discount, make sure you offer the same on your website. That said, there is no harm in outperforming your advertised promises but try never to underperform.
2. Create a Hurdle-free User Experience
Once the user reaches your website, Facebook has nothing to do with their purchase decision. Instead, you need to focus on creating a hurdle-free user experience for them. From the product selection to the payment and order confirmation stage, make sure there are no hiccups that can change your customer’s mind.
No business has ever succeeded without evaluating results and optimizing the next course of action based on that. So even if you are automating your Facebook ads, the five metrics mentioned above will help you assess if your investments are reaping the right results. After all, a successful business is one that knows how to extract profit from each penny they invest.