Disclaimer: This screen shot was taken on Oct 9, a little over a week after our campaign launched. Hence the lower reach and like numbers.
How to interpret it: The “Cost” column represents your cost per action, depending on your campaign objective. Since our campaign is meant to garner likes, it measures the cost per like. Pretty simple.
According to aforementioned report, the average cost per like in the health & beauty industry is $1.17.
What this means for us: Again, we’re doing quite well against the average (woot!), so we’ve created our own benchmark. Taking the average into consideration, we have set our personal benchmark for $1.10. Any time an ad goes over that price, we discontinue it.
Find the number that’s right for you depending on where your numbers currently lie. If they’re significantly better than the average, try a lower benchmark. If they’re at or higher than the average, use the average as your goal.
How to Adjust
When you first start out your campaign, have 2-5 different images with the exact same text. This will allow you to measure which image gets you the best results. We started with these two:
Have your initial images run simultaneously for at least 3 days (we did a week) while you keep an eye on the results. At the end of your observation period you’ll have a good idea of which images are the most effective. Keep the best performing ones and discontinue the rest.
In that same ad set click on the “+Create Ad” button.
This will create an ad with all the same settings as your previous one, that way you only have to go in and edit the images and text. Super easy. Using only the previously determined successful images, create another 2-5 text options to run simultaneously with the original. We did these two:
Same thing as with the images, keep an eye on the results and discontinue any that are ineffective.
At this point, your ads should be looking pretty fly and your results are even better. This is where we really take it to the next level. In your ad set, select “Audience” next to “Performance.”
Here you’ll see your best performing demographics. Use this information to edit your ad to only go out to top performing demographics. Facebook will do this automatically to a certain extent, but editing the ad itself will help you save even more advertising dollars. I mean, if 18-24 year olds aren’t going to click on you ads anyway, there’s no point in wasting your money on them. In fact, in our case, we seem to really only be popular with the ladies…
You can look at and adjust the audience for each individual ad as well, which I highly recommend.
4. Rinse and Repeat
Once you have a beautifully perfected ad you need to come to terms with the fact that… they’re still not perfect. Constantly revisit these steps and tweak as needed. You might notice something you hadn’t noticed before or come up with even better ideas for your images and text! Marketing is a constant, never-ending cycle and that’s what makes it so exciting! There’s no room to get comfortable, just room for improvements 🙂
That’s all I have for you today. If you have any questions or need any clarification feel free to comment below. I’ll do my best to keep up with responses.
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See you next time!
PART 1: Welcome to the Facebook Series
PART 2: 3 Key Elements of a High Converting Cover Photo
PART 3: 4 Steps to Getting Your Patients to Follow You on FB