So as a beginner, then it can be quite overwhelming. Coming into a new ad manager account seeing all these different numbers, not knowing what they mean and not really having a clue what to do so. The idea of this article, then, is to show you the kind of things you need to be looking for what numbers to focus on, and, ultimately, what kind of patterns that essentially, you need to be looking for, for a couple of reasons really number one.
It’s going to make sure that you don’t switch off of that ad set that potentially could go on to make you lots of money, but then, on the flip side of that, to make sure you do switch off that ad set. There’s only going to drain your money now Before we jump into the point number one then I just want to quickly mention, as always, in every single article. I always give away a free one to one consultation.
Call with me. If that’s something you think they might help you that you want a chance to win, all you have to do is simply like the article and leave a comment down below and if you counted on my previous article just make sure you stay tuned to the end Of this one where the winner will be announced and with that being said, then let’s jump straight into it with point number one so point number one, then guys is spotting patterns and just kind of illustrate what I mean by this we’re going to jump into an Ad manager account of mine, and I’m just going to show you the kind of things you can be looking at to decipher them.
Whether an ad set is going to be perform or not. Going back to the original point I made in the intro to make sure that you don’t switch off that ad set too early and to make sure you don’t switch off that ad set too late, so I drained your bank can so what I’ve got here then, Is essentially every single ad set in this ad manager account they’re all purchase ad sets, which is another point I’m going to touch on later on in the article.
So we compare an ad sets that I’ve got the same objective, they’re all interest tags in ad sets as well, so that way we’re making fair comparisons and again that’s another point later in the article. But what I want to show you there to illustrate this point. We’ll just refresh the table, in fact, just to make sure I’ve got all the latest data. So what we’re looking at here then we’re looking at the amount spin and we’re going to be comparing this to the purchase REO asset.
So the return on adspend and we’re looking for a correlation between the two to give us an idea, then of whether an ad set is then going to go on and be successful or not. Because that’s one of the number one questions I get asked is that when how long should you run an ad set for how much should you spend how many days so on and so on? So this is a custom column. I’ve created myself, you can see.
It’s called Rho s, comparison, I’ve got the amount spent here and then on the far right. I’ve got the return on adspend and the reason I’ve structured like this. It’s just so it’s easy to compare the numbers if it was one column over here versus one column over here. It just makes it a lot more difficult, going back and forth. So again, we’re going to cover that later on in the article, so anyway we’re working from top to bottom.
I filtered it so the amounts been the maximum is at the top with the lowest at the bottom and we’re going to work our way through and just try and see at what point the the corner of life. At what point a kind of pattern presents itself. So, on average in this account the row s was one point: seven, seven, so that’s kind of be kind of like our base standard so start from the top. Then we can see where there are there.
Abouts. 1.56. 2.06. One point: seven, one point: seven, seven, the exact same again: it’s pretty much there and there abouts, which is pretty consistent with how I’ve seen things perform in the past, with all my different ad manager accounts and we’re just looking at to see basically where it starts To drop off and if there’s a correlation between ad spend and the purchase real-ass so go and further down, we’ve got a couple of kind of like really low ones here, but then it jumps straight back up to be fairly consistent.
But then again it drops down again. So this is where kind of like that inconsistencies are starting to come in, and this is kind of like at 1600 pounds and above it’s fairly consistent. But then once there’s a big drop in the spend, so you can see there 653 pounds. You’ve got a pretty good roll s and again for that, but then again spending the exact same amount. Almost it’s almost 50 % of that rower.
So you can see. This is where the inconsistencies are starting to come in, which is something that we can learn from carrying on. Then we can see that then again it jumps back up which is again more more inconsistencies and then, as we get a bit further down, we can see that down here where we’ve spent a hundred and twenty pounds. This is actually the first time in which it drops below a one-point iOS and if we just carry on down to see, if that stays consistent again, we’ve got a really low row out there and then we’ve got a hundred pound, spend one point one three and Then it jumps back up dangerous back down into us back up.
Then it jumps back down. So what this is telling me, then, is that until I’ve spent approximately what point is it come all consistent as until have spent approximately over say four hundred pounds, then the results are always going to be inconsistent. Now the profits will grow. As for this store is about one point four, so if we just include that in when we’re looking for the pants a spot, if that makes sense, then we’re looking at what point is consistently above that and we – and it’s approximately at this mark here anything kind Of under one hundred and twenty pounds we can see, then we kind of get lucky spending seventy pounds, but that could just peel that could be pure look, but on average below 120 pounds spend is below or one point zero s and therefore and profitable.
So what that tells me, then, is that I have to spend approximately 120 pound on an ad set before Facebook status to optimize. Learn who my customers are and therefore give me the results that actually make an ad set profitable and in there guys then lies the key and the success to Facebook. Ads in that, if you don’t give your ad set enough of a chance to optimize, get a push enough data through then you’ll never give an answer chance to make you money essentially now.
Obviously, this is going to vary from audience to audience, as some audiences are more competitive than others, but for this specific audience, then, as we’ve just know as we’ve just highlighted, that seems to be the sweet spot in that I have to spend approximately 120 pounds and Above on an ad set for it to actually start to optimize and bring in decent results for me and if you’re reading this article, then I want you to consider this against what your past experiences are and think about it.
Go into your ad manager. Account now pause the article going to our manage your account. Look at the ad sets. You’ve been running, look at the ones that switched on look at the ones that are switched off and all the ones that I haven’t performed then look at how much you’ve spent on them before you’ve started to switch them off, because it could be a case in Which, like literally 50 % of them, if not more, could be really good audiences.
It’s just a case that you haven’t. Let them run enough. You haven’t spent enough for Facebook to be able to optimize efficiently, actually start bringing you the sales and the rows that you want to see. So that’s point number one thing guys. I spent quite time actually trying to explain this. That’s because it’s a really important point. So if there’s anything at all in there that I haven’t covered that didn’t cook that doesn’t quite make sense to you.
Please please, please make sure you leave a comment down below. I always get back to every single person. So moving on to number two, then this is the structure and organization of your Facebook ad account, and this is more important than you can ever imagine because, as point number one point one of one’s kind of like the key point. But in order to do that correctly, then you must do these following three points as well.
So number it’s a number two, the instructor and organization. This will help you with spotting power spotting patterns, but those patterns have to be fair comparisons, so you can’t go and compete a look-alike audience against an interest targeted audience or you can’t go and compete an interest targeting audience against a retargeting ads, because it’s not a Fair comparison, so when it comes to spotting patterns, then the patterns won’t be fair patterns.
If that makes sense, because the numbers will always perform different. So when you go out there and name your campaigns name your ad sets, then this is the structure. I want you guys to follow so that when you do filter that ad sets and when you are looking at the names of the ad sets versus the numbers, then you’re making fair comparisons. Because if you don’t spot a pattern within a fair comparison, then the numbers are going to be skewed and it’s going to give you a false representation of whether you need to switch that ad set off or keep it running.
Hopefully that makes sense but, like I said, any questions at all, just make sure you leave a comment below so this is how I want you to name your ad sets. Then. First of all, I want you to call it by the name of traffic, because you have different levels. You can have Col traffic, which is essentially when the audience you’re targeting is their first encounter versus hot traffic, which is re tags and add somebody who’s seen your product before.
If they’ve seen you for the second third fourth time, then obviously they’re going to convert at a different rate, so somebody who’s seen it the first time, so you can’t make those comparisons against each other. So this is why you need to call it what kind of traffic is it then, is it cold traffic? Is it warm traffic? Is it hot traffic, then I want you to call it by the actual product itself. If you’re advertising and low two different products at a time, then you’ve got again, you’ve got to make sure that you’re comparing the same product against the same products in two different audiences.
They don’t want you to name it by the actual objective. Because again, you can’t compare a traffic campaign against the purchase campaign. The numbers are just going to be they’re not going to correlate whatsoever. So it’s going to give you a false reading and then, finally, what the actual audience is so is it look-alike? Is it interest targeting is a retargeting ad? Is it everybody who’s been to your site, but didn’t make a purchase? Is it everybody, who’s made a purchase and so on? Just so that when you ask but in the patterns then you are comparing like for like ad says, moving on to point number three, then guys, which is breakdowns.
So if you want to scale a particular ad set or make it more profitable by spending more money on the brackets that are profitable, then this is essentially where the breakdowns tab comes into play. Many many many of you probably have already used it and seen it, but there’s still some beginners out there. I feel like there’s a lot of beginners that read this blog. That won’t have seen it before and it’s if you’ve never seen it before.
Then this is going to be a complete game-changer for you, so I just want to draw your attention over to the right where you can see the breakdown tab. I just minimize this, so this is how it will open up for you in fact I’ll clear. All the breakdowns, so this is for select ad sets that have spent the majority of the money for me and what I’m going to do then, is pretty much just find out where that money is coming from.
So I can then narrow it further down and you spend all of that ad spend all of that budget, sorry on the most profitable brackets, so I want to go by delivery and then most commonly is the gender, which is the first one. Now this is not the greatest example in fact, because the first three ad sets are female. Only. However, if we have a look at the bottom one we can see, we’ve got male and female, and if we just look at the two row asses, you can see that male is performing at one point.
Five six, but then female is completely trumping. That at two point, six two now this is where the Facebook algorithm doesn’t always work efficiently, because you would think that it would be based on the ROE s and whichever gender would be, bringing you the best Roe us, that’s the one it would put most of The money into, but, as you can see in this case, well that just isn’t the case. So what I would do here, then, is actually think about either duplicating this into another campaign and tags in female.
Only with the same interests – or I might experiment with just simply removing mail from this ad set and let it carry on runnin, I know the breakdown you can do. Then I’m not going to show you every single one, because you guys can go and have a play around I’ll. Just show you kind of like the main to gender, and then, of course, the other one is age range, because this is one way you’ll soon start to spot.
Different patterns especially depend on what Anisha in there’s definitely going to be certain age ranges that are going to be forming better than others. So, just looking at the top, then we can see that kind of like if you look at. If we see where the best row s is, I’ve got one point. Five, five one point: three, eight one point two to one point six, so we can see that it’s kind of like the older generation, anything above 30 for age range, is performing at a better row.
S than one point, two two. So if I shut off those other two, that’s going to increase the profitability of this ad sir moving down to the second one, then it’s pretty much a reverse. I think if I’m just comparing numbers correctly and if you know the 65 plus is one point, four one which is the which is kind of like the row with lowest row s. But then we’ve got thirty five to forty four, which is obviously pretty good.
So what I would do here, then, is simply just cap, this ad set at 64 to make sure that I’m not tagging people over 65 plus because, as you can see for this particular audience, they’re performing at the worst row s. So that’s as simple as it is, but it can trust me go out. Experiment have looking within your ad cess, see where the data is coming from, because it can make a huge difference to your profitability.
Moving on to the fourth and final point: nine guys is the numbers, so you need to make sure you’re looking at the right numbers, otherwise again you’re going to get false representation and if you’re not only focusing on the correct numbers, then it’s going to be very Overwhelming you might be looking at one column thinking it’s another one. So a way to do this, then, is just customize your columns to make sure you only include these five, and these are kind of like the main five and I’m going to take you through one by one, then of why I actually include every single one.
First of all, though, I want to show you how I go about creating these so simply go across new columns, customize columns or X off all of these to star again. So the first one I want you guys to add is the amount of spent now. The reason you need to add this is purely because of what I showed you earlier on in the article is that the amount spent versus at what point your ads start to perform. Better is kind of like a key correlation and pattern that you need to be.
Focusing on because that’s going to be the key indicator, then of when you need to shut an ad off or when or when you need to keep it running, so it mounts Ben. We also want our CPM. We also want our click-through rate make sure it’s the link, you click through rate as well. We also want our cost per link, click and then, finally, the very last one was our purchase row s. Where are we purchased row s and will acts off that as we only need it once so, these the main comes in or want you guys to have in your screen, and then these are the numbers.
I want you to look at for every single ad set when you’re making those comparisons. So here we Alan goes back in kind of the overview of this ad account. You can see. Every single ad set here is listed and I’ve renamed the column. Then stop a /keep and this is going to be then the column that I use when I’m deciphering, whether to keep an ad set running or whether I’m going to shut it off or not. So I always feel to buy ad spend first.
So you can see the most at the top and least at the bottom, and then this is essentially where the work begins. It can be a bit kind of tiresome and a bit. I don’t know what the word is still don’t know where the word is, but just it’s something you’re just going to have to do. If you want to be successful with Facebook has, if you think that you can just keep pulling out random ads and hoping for the best, then, unless you’ve got really deep pockets, I don’t think you’re going to get where you want to be.
If you want to spend your money conservatively and make sure that every pound or penny you spend ghost’s is useful and used properly, then I truly believe this is going to be the best way so start scrolling through the numbers. Slowly and just literally trying to take in as much as possible and just see what kind of spaten patterns what kind of patterns start to present themselves so always keep. In the back of your mind, then, you’ve got the largest amount spent at the top and we’re just going to start going through the numbers and one by one until we find a pattern just to kind of illustrate them to you guys what kind of work I’m Trying to do when I’m looking at my Facebook Ads so looking at the CPM Zen, they all seem fairly consistent, ish.
You can see in fact, not really at all. Actually you’ve got kind of luck around the five pound mark and then they tend to jump up. I’ve got a click-through rate again that kinda tends to go up and down and up and down CPC. In fact that looks pretty consistent. So when you find one, that’s consistent, that’s kind of like what you want to kind of like base your overview of, and then when that starts to change, start looking at all the other numbers and then find that correlation in and between.
So we can see it’s kind of luck around the 70p mark a bit above bang on pretty much bang on bit below, so you can see it’s pretty consistent and then here start to actually drop down, which is interesting. So from that amount spins you can see. We’ve had 1,600 here when it drops down the actual cost per link. Click actually gets a lot cheaper, which is interesting, and this actually continues on. As you can see, we’ve got like a freak one here, which is quite expensive again, it’s kind of similar to a top, but you can see here, actually carries on dropping down and actually gets pretty cheap soar.
What that tells me, then, is that, in the initial stages of an and set, Facebook is essentially just trying to drive the cheapest traffic as possible, but once you start to spend a bit more, then it’s telling me that I can actually I’m actually starting to compete With the other kind of lot of big spenders within an audience – and that is when I’m actually tagged in the highest quality audience within the audience, I’ve selected, if that makes sense, so kind of a better way to explain it, is that when I’ve got a small Budget Facebook is showing my ad to a lower quality audience within the audience that are selected, but once I’ve started spending a bit more than Facebook stats to show my ad to am higher quality audience and even though the link licks are costing more.
That’s probably because there’s a higher competition they’re actually converting at a better rate, and that is actually where the majority of my purchase and revenue is actually coming from. If that makes sense. So hopefully I’ve explained that well enough, hopefully, I’ve given you some ideas, or at least Conflux some guidance towards analyzing, your own Facebook Ads. So from what I’ve just seen, then my understanding is that once I start to spend a bit more money, Facebook starts to show my ads to a higher quality audience, and I need kind of like more clarification or more confirmation, and that is true.
So one thing I would then now go on to compare that against is the CPM, so the CPM is the cost per 1000 impressions and the higher CPM then obviously the more competitive and audience is because there’s more and more people competing for those impressions. Therefore, it’s going to drive the price up. Facebook is a bidding platform. So if I compare the CPMs now as we go down that list, then if my theory is correct, then initially where the spend is higher because it’s a higher quality audience, the CPM should be a lot higher versus the lower spend ones where the audience and the Quality is a lot lower, therefore, so cheap you sue p.
M. If that makes sense. So would you scroll through then I’ve got five, sixty nine fifteen seventy, so you can see on average. Is it’s pretty much above ten pounds on average, especially from this point upwards and then, as we start to get below this point so again, it’s always around this kind of mark. So that’s kind of like a sweet spot for this niche. Then, as we get below that, then you can see it’s pretty fairly consistently a lot cheaper.
So that kind of confirmed my suspicions in that, once you spend kind of around this sweet spot, then you start the Facebook start showing your ads to a higher quality audience and therefore you start to get better results. So with that, basically guys. I think I pretty much wraps up the article. That’s all four points covered make sure you leave a comment down below and let me know what you think.
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