Track and Optimize Your Facebook Ads in AdEspresso
Track and Optimize Your Facebook Ads in AdEspresso
After Launching Your Facebook Ad Campaigns:
Having trouble tracking and optimizing your Facebook ads in AdEspresso?
Well you’re in the right spot.
Keep reading to find out how to track and optimize your Facebook ads in AdEspresso.
After launching any new Facebook campaign we will want to wait a few days for them to mature and let the Facebook algorithm learn the audiences.
After that we will want to organize our metrics in our Facebook Ads Manager in a way that makes it easy for us to determine our KPIs.
Some of these metrics include:
- Ad Set Name
- Click Through Rate
- Link Clicks
- Cost Per Click
- Amount Spent
- Cost Per Purchase
- Relevance Score
When we breakdown our ads and ad sets and look at these metrics we will be able to recognize which ads are falling in the KPIs and which ones are not.
The frequency score and relevance score will give you an idea of which ads are not being reacted to well and which ones are performing well.
Chatting back and forth with the people in the comments can be really good for your ads.
Facebook and Instagram will recognize that it is getting a lot of positive attention and increase your relevance score.
This will also help add social proof and make people take notice that your product or service is in demand.
Keep in mind, you should never engage with negative comments. The best way to handle these situations is to just delete the comment and ban the person from the post.
That way you maintain a positive brand image and people will see nothing but good things when your ads pop up.
Once your ads have been running for 3 days to a week you will want to start cutting out the ones that don’t perform.
You will also want to duplicate or start scaling the ones that are performing and maintaining profitability.
Now, let’s jump into AdEspresso.
When you pull up a Facebook campaign in your AdEspresso account you will see at the bottom that they will automatically split test your ads to see which ones work better.
They will compare your best ad to your worst ad.
This is a great way to receive actionable insight on your campaigns to steer you in the right direction.
They will also give you recommendations on which ads to cut because they aren’t very promising.
Usually it will be pretty obvious, but sometimes it catches underperforming ads that we cannot recognize ourselves.
Here’s a few further things you will want to check out:
- How do the click through rates compare?
- What is the conversion rate on each ad?
- What is the cost per click on each ad?
If there is a huge difference between these numbers, you will want to cut out the ones that are too expensive.
This can also be done in the “All Ads” section of AdEspresso.
In this section you can also view the rest of your Facebook ad metrics.
Scaling Your Facebook Ads:
Once you have found some ads and ad sets that are performing and bringing in consistent profit we will want to start scaling it.
It is important to use the breakdown tool that Facebook gives you to narrow in on what is working for each ad and ad set.
Remember, Facebook ads are very sensitive so don’t go boosting your budgets too fast and never cut the original campaigns that were working.
Even if your ads are performing exceptionally well, the first week or two is just about collecting data and doing it right.
Don’t be too caught up on being hyper profitable right off the bat because that is usually not going to be the case, especially on a fresh Facebook pixel.
The best ways to scale are by duplicating the original ad set or increasing the daily budget of the original ad set.
I would advise never touching the original ad set though because if you mess with it too much it could stop working in all.
So, it is best to just read the data and expand what’s working in new ad sets or campaigns.
Many people like to think that Facebook advertising has a simple turn key roadmap that will guarantee you exact results, and this is far from the truth.
You can launch the same ad with the same targeting on 10 different ad accounts and every single ad will perform different.
That is why continuous testing is essential to success with Facebook ads.
Since the Facebook algorithm is very delicate, you do not want to disrupt it too much.
If you are continually messing around and tweaking with all of your ad campaigns daily, that can be very bad.
Really, you should only change one thing per ad set, per day if you are wanting to play it safe.
Running new ad sets has nothing to do with this. But, daily tweaking to current ads sets or campaigns that have been running should be kept to a minimum.
Every 48 hours increase each winning ad set budget by 10-25%. Go into AdEspresso and look at all of your ads to determine which one is generating the best cost per conversion.
In AdEspresso, under the title of the ad it will say ‘Budget’. You will want to increase that by 10-25%.
You should do this everyday in the morning for the best performing ad and turn off all of the underperforming ads.
When you are looking to scale even harder start to duplicate your winning ad sets in power editor.
By using this strategy you will be able to keep your ad set at the healthy budget Facebook likes but have multiple ad sets of the same thing.
Added together with the same targeting and everything, it will increase and scale your daily budget and even maximize your returns.
This is how you would scale horizontally. Vertical scaling would be scaling one single ad set as high as possible.
Horizontal scaling will most likely bring the best results all of your eggs are not in one basket. But, it never hurts to try your chances both ways.
Tracking metrics is one of the most important steps to running a successful Facebook ad campaign.
Don’t ever forget to do this. Everyday you should be tracking your stats and comparing them to the day before.
This will keep you in check and make sure you are always improving and maintaining your return on investment.
Here is the best and easiest way to track your Facebook ad metrics:
- Create a Google Spreadsheet for tracking your Facebook Ad Metrics
- Create a stats tab to keep all of your metrics separate
- Open up your Facebook Business Manager
- Click on the ad account you are running ads from
- Copy and paste your metrics from the custom column into your Google spreadsheet