Test, Test, Test - Why It Is Important To Analyse Ad Performance
Updated: Mar 23, 2021
Just like any online advertising endeavour, it is important to regularly analyse Facebook ad performance data to ensure that advertising dollars are being well spent.
This data is easy to retrieve through Facebook’s ad platform, and it allows advertisers to gain a better insight into their marketing efforts, what is working and what should be changed.
Determine what similar characteristics – such as the type of content chosen, the message delivered, and audience targeting settings – are present in the better performing ads and use that knowledge to assist with future campaigns.
Conversely, it is just as important to terminate any underperforming campaigns and to work out what variables may have caused this.
Facebook provides us with many key metrics to interpret ad performance and often considered the most important is the Cost Per Result.
The cost per result could be cost per click, cost per engagement, cost per video view, etc. and will be determined by the marketing objective you decide at the beginning of the campaign.
Brendan Kane, the author of the book One Million Followers, credited his massive following on Facebook to an extremely thorough testing process.
Kane would split test dozens of versions of similar content and determine what variables in the ad copy or audience targeting were performing better than others.
Split testing involves creating multiple ad sets, changing at least one of the variables and testing them against each other to see which produces the best results.
From the knowledge gathered during the split-testing process, Kane would eliminate to poorer performing ad variables, while the better performing content would then provide a new baseline, where he would create even more variables to further optimise the content he was creating for his audience.
As mentioned before, it is essential to factor in that return on investment metrics for social media marketing differs from that of traditional marketing.
Social media allows school marketers to form deeper connections with their audience and can result in other benefits that are harder to measure and track.
These include increased website visits, word-of-mouth referrals that lead to enrolments, building engagement, boosting the school’s image and strengthening loyalty.