How to Maximize the Performance of Your Facebook Marketing Campaign
If you want to maximize the performance of your Facebook marketing campaign, it is going to be essential for you to devote time to monitoring and evaluating its performance. Evaluation can be performed while your campaign is still active, not just after it is finished. Overall, you are going to see more profitable returns from your campaign if you continually optimize its performance over its lifespan.
Keyword Performance Indicators
How is optimization defined? In its most basic definition, optimization could be described as improving the performance of any given keyword. Keyword performance indicators for optimization are intricately linked to your Facebook marketing campaign’s goals. It is going to be critical for you to keep these goals in mind. Using a metric that is not aligned with the goals of your campaign is going to be fruitless.
What are the metrics that you can use on Facebook to monitor performance? This list includes impressions, clicks, cost per click, and your click through rate. What differentiates Facebook from other social media platforms is the abundance of unique data points that it offers. An example of these unique data points would be page likes, comments, and shares that only Facebook offers. This downstream behavior can be found only on Facebook.
The important thing here is for you to understand which of these metrics are going to be most relevant to the type of campaign that you are conducting. For example, if the ultimate goal of your campaign is to garner likes for your Facebook page, then click to like rate and cost per fan are going to be the metrics that you would want to employ to gauge your success. On the other hand, if your campaign is conversion based, then the metrics you would want to use would be click to conversion ratings and cost per conversion metrics.
Two Ways to Go About Optimization
There are two methods you can use to go about optimizing. The most obvious method is to divert more resources against what is working and less towards what isn’t. In order to determine what’s effective and what isn’t, you will need to employ the metrics and values that you have established for your campaign. The data that you have accumulated from using these metrics and values can then be harnessed to discover different ads and campaigns that are going to work well within those parameters.
The second method of optimization is to create a new Facebook marketing ad campaign based upon the what is working info you’ve obtained. This is going to require you to analyze this data on a deeper level. You will need to identify the individual elements that have performed the best throughout your keyword performance indicators. For example, with body text, are you noticing certain trends? The same level of scrutiny should then be applied to images, headlines, and other parameters.
Once you have a thorough understanding of how each of these individual elements are performing, you can combine the different elements to create an ad campaign into a single ad. It is common sense to assume that all of your best performing elements combined into a single ad set is going to create a set that will perform better than each of these elements on their own.
Keep the Momentum Going!
Using these two methods of optimization is going to be what assists your Facebook marketing campaign in reaching its goals. However, it is going to be important for you to diligently refresh your ads with the latest, best performing elements. In recent studies, it has been shown that a “fad ad” on Facebook will begin to lose its popularity after 2-3 days, so it is critical to ensure that your content is new, fresh, and relevant.
Facebook marketing campaigns are not going to be successful if they are simply left to their own devices. It is going to involve data collection, analysis, and the making of smart decisions based on the data sets placed before you. Do you need assistance? Contact us here at Webati today for a free consultation! We’ll be more than happy to demonstrate to you how our customized Facebook marketing campaigns can be of benefit to your business.