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Month: April 2022

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A Beginner’s Guide to Facebook Ads Manager: How to Analyse KPIs

Find out exactly which KPIs to pay attention to on Facebook and what they mean with this handy how-to guide.

 

When you’re building Facebook ads, it’s vital to analyse your ad performance metrics on Ads Manager, to see which ads are doing well and can be scaled up or replicated to drive further traffic and conversions for your business. If you needing a boost in your technical knowledge to be able to do this, we’re here to help!

Read on to discover exactly which KPIs (Key Performance Indicators) you need to be paying attention to on Ads Manager, and exactly what they mean. After reading through our Facebook Ads Manager Glossary, you can check out key metrics for every ad that goes live for your business and take control over your business growth and brand awareness.

 

Facebook Ads Manager Glossary

 

CVR = Conversion Rate, calculated by dividing purchases by interactions (ie the number of purchases made directly from clicking an ad link, divided by the number of times the link was clicked on). This is used to measure a campaign’s effectiveness in driving sales.

 

CPM = Cost Per Thousand, ie the amount spent on an ad per 1000 impressions. From this, you can gain insights into your brand awareness; how many people are seeing your ad.

 

CPC = Cost-per-Click, ie the amount paid for every click on an ad, calculated by dividing the cost of a paid advertising campaign by the number of clicks.

 

CTR = Click through Rate, ie the number of people clicking on your ad divided by the number of people that come across your ad as they scroll on Facebook. Eg if 100 people see your ad and 20 of them click on it, you’ve got a 20% CTR.

 

ROAS = Return on Ad Spend, ie the amount of revenue for every £/$ spent on an ad campaign. A good ROAS benchmark is a 4:1 ratio, for example a £4 revenue for every £1 spent when creating the ad. Your individual goal/benchmark depends on your business size and budget when creating paid social campaigns.

Since the iOS14 update, we’re no longer using ROAS as a performance indicator, due to tracking changes (which you can find out more about here), instead favouring more important metrics like CVR, CPC and CPM.

 

How to view these metrics on Ads Manager :

 

1- Click on the ‘Columns: Custom’ button, under the Campaigns/Ad Sets/Ads tab :

 

2- Scroll down the list and click on ‘Customise Columns…’ :

 

3- Search for these abbreviated metrics, tick the box for ‘Total’ and they’ll be added to your insights table :

 

4- Now you can view these metrics for every ad you create, to work out which ads to scale or turn off, to optimise your paid ad campaigns.

 

If you’re needing further help with navigating your Facebook ad insights and analysing your KPIs, don’t hesitate to get in touch with us! Our team of paid ad specialists have expert knowledge on all things paid social, and they’re on hand to help you scale and optimise your paid ads strategy, to take your business to the next level 🚀

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5 ways to boost organic traffic to your website

No matter the quality and design of your site, or your social media presence, you need to be paying attention to your website traffic, and ensuring as many people as possible are visiting your site. There are a number of ways you can drive organic traffic and, ultimately, boost website purchases- we’ll be going through five of these in today’s article. 

 

1- Blogging

A blog (like this one!) is a great way to attract new visitors to your site. To create the most effective blog to boost organic traffic, consider your target audience and their needs and questions – what might they find valuable to read? Keep your blog content original, relevant to your brand and engaging- this helps build a loyal audience, plus it increases the chances that your blog gets shares as a useful hub of information. 

 

2- Active socials with clear CTAs

Be smart with your socials – the goal is to build brand publicity and ultimately drive traffic to your site, in a way that seems natural to followers and visitors to your social platforms. Utilise CTAs that encourage website visits, such as to product pages or to your blog, to initiate visitors’ site experience. Include and draw attention to your website link, and ensure your branding is present on all creatives that you post.

It is also important to consider the different stages of the customer journey, and how your social presence moves customers towards conversion. A portion of your social media content, for example, should address those at the awareness stage, who have just come across your brand via your socials, by building hype around your products/services and informing them what you offer and who you are as a brand, to spark interest and drive website traffic. Another portion should target those visitors who are at the interest/research stage – how can they be pushed to your product pages?

Plan a social media optimisation strategy to drive organic traffic to your website, ensuring content you publish covers different buying personas and the different stages of the customer journey.

 

3- Pay attention to target keywords to boost SEO

Ensure you are smart with your keywords to rank higher in search results. Consider what your target audience might be searching for, what questions they might asking on search engines, and ensure your copy and content matches likely search queries. This includes keywords in your URL, headings, subheadings, meta title and meta description on search listings, as well as image and video descriptions. The higher you rank in results, and the more relevant and engaging your content looks to your target audience, the more people that click on your site, driving website traffic.

 

4- Email marketing

Formulating a strong email marketing strategy is a great way to remind subscribers of the products/services you offer and encourage them to visit and return to your site. You can promise and deliver exclusive offers and discounts to subscribers, sending out a regular newsletter that incorporates both product pushes and blog-style emails that offer valuable, relevant content to your target audience.

 

5- Perform a website audit

As well as ensuring your website keywords boost your on-page SEO, you can further optimise your web content to rank higher in search results, and ultimately boost organic site traffic, by performing a website audit. A site like www.seooptimer.com will tell you exactly how your site ranks in search results alongside any competitors, and factors you should pay attention to and improve to drive greater traffic via search engines. From here, you can develop a website optimisation strategy to boost your organic traffic.

 

So, that’s five key ways to drive traffic to your website. In need of further assistance in optimising your website SEO and social media platforms to boost organic traffic? Don’t hesitate to get in touch with us today – we have an expect in-house team who would be very happy to help you scale your online presence and get more visitors onto your site.