0:03
One of the best parts about Facebook is they give you all the data to look at and they make it easy to look at. So you can make decisions about what to do next in your ads. We're going to go into Facebook. I'm going to give you a couple data points that I want you to pay attention to. And then I'll show you how to read that data. So that you can decide how to change your budgets moving forward and also how to look at who's actually buying from you? How old are they?
0:26
他们住在哪里?让我们进入Facebook和let's take a look at a few data points that will give us insight into what to do moving forward. So here we are inside of Facebook in one of my ad accounts. I'm on the Ad Level and that's where I recommend you look at your data. Facebook has a really handy set of columns set up for you called performance and clicks.
0:50
So if you want to do is go ahead and select the performance and clicks breakdown. So you can see the data that I'm about to talk about. Now the first three data points that I want to talk about are reach, impressions and frequency. Reach is the total number of people that you have reached with your ads. The unique number of individual people, who you've actually reached with your ads.
1:14
Who've seen an impression for your ads. And impression is just that. It's when the ad shows up in someone's feed. Now you might reach 20,000 people but have 100,000 impressions. That would mean that your frequency would be 5, the number of times someone has seen your ad. So reach is the number of people.
1:37
Impressions is the aggregate number of times the ad was seen and frequency is the individual number of times each person saw that ad. Why is this important? Well, your frequency-- you want to use that frequency number to dictate your budget. So for product retargeting, I recommend a frequency of between 2 and 6. So if you start getting over 6 right, and your product retargeting, people are seeing your ads more than 6 times each.
2:09
You want to dial that budget down. If they're seeing it less than six times each, you want to raise that budget up. So let's product retargeting. I strongly recommend staying between the 2 to 6 ratio of frequency. For cart retargeting, you want to go 4 to 8. So each person would be seeing your cart retargeting ads between 4 and 8 times. Now this is not a hard, fast rule that you can never break.
2:33
This is just what we find to work well, for the longevity of ad campaigns. So what you can see here on the screen-- this is a cart retargeting campaign. And if we look at the individual ads frequency, you'll notice that they are 6 and 7, which is perfect. It's right in that 4 to 8 range. Now for loyalty as you might be guessing, you're going to go even higher, right?
2:57
So you can go 8 to 12 with loyalty. You can show people ads more often because they like you. It's OK to show them the ad up to 12 times. The reason that you keep your frequency at these levels is, if you start to show it more than that you get an increase in the number of people who are axing the ad out. So again product retargeting frequency is between 2 and 6, cart retargeting frequency between 4 and 8, loyalty retargeting frequency between 8 and 12.
3:22
So that is reach, impressions and frequency and you use that to dictate the budget. The next metric that we have is our cost per purchase. Now what you're going for here is as cheap as you possibly can get. You want to buy purchases as cheaply as possible but the Cool thing about being able to see how much it actually cost you at each level to get a purchase is you can then decide boy, maybe I'm paying too much.
3:49
I should shorten my retargeting windows or Oh, I've got a little bit of room here. I'm going to lengthen my retargeting window. So you can adjust the window of time that you're using the target people based on how much you're paying and you will find for sure that in the first three days, it's much cheaper than in the next 14 days, then in the next 14 days. So it gets more expensive as you go outward. I like to pay attention to this cost per purchase number as well, to find out when advertisements are fatiguing.
4:16
So if my cost per purchase is creeping up, creeping up, creeping up, that gives me the sign that I need to refresh my ad creative. I refresh the ad creative and then the cost per purchase goes down again. So you want to be looking at that cost per purchase number on a daily or weekly basis and adjusting your ad creative, when it starts to spike and you will notice a stark difference. Something will work really well. You'll be getting $15 purchases and then one day it'll be 25. That's how it works.
4:40
所以你要做的是监控成本purchase metric to figure out when you want to change your ad creative. Now finally, we're going to leverage the break down tab to see how old the people who are buying our products are and where they are located. So under breakdown, I'm going to select by delivery and then I'm going to select age.
5:06
And what we will see here is that all of my buyers are over 45 years old, which I already knew but what's interesting is that the large majority of them are actually over 55. So I can look at this data and say, boy my ad spend is much better spent with people over 55. And I could exclude anyone under 55 years old, if I was on a budget.
5:29
So I can use the age breakdown to figure out what age ranges are really resonating with my offer and how much does it cost per age range? What I've found for my ads is that 55 and up is about 30% cheaper to buy purchases. So I usually target 55 and up because I learned that by looking at this age breakdown. Similarly you can do the same thing with gender, the same thing with geographic location and a number of other metrics in this breakdown tab.
5:56
So those are a few metrics that are very important to pay attention to when you're looking at your advertising. Your reach, impressions and frequency, your cost per purchase and your demographic data, you can look at those and use those to adjust your targeting and your budget going forward and to learn when to replace your creative. So meet me in the next video, where I will recap what we talked about and give you some tips that you need to make your advertising successful over time.
6:21
What I find is most people quit too early. Most people don't succeed because they don't know a few key things about how to have advertising be successful in the long term. So meet me next video and we'll talk about it.
