Last time we discussed how to get your first Facebook ad started to get more likes on your page. It’s time to check in and see how things panned out.

We started with 111 likes on Sept. 29.

Before Page

Now on Oct 22 we have 269 likes.After Page

That’s 242% increase in 3 weeks!
Not too shabby. Especially since we only spent $109.56. Less than half of our $250 budget.

tumblr_m75pl3jLM61ql141xo1_400

Bam! *Mic Drop*

Needless to say, we’re pretty happy with the results. If we had adjusted the daily budget as we went along to hit our max for the month, our results would have been even more significant. We did, however, tweak some other details along the way.

You see, the beauty of online ads is that you’re not committed to your first idea. You can measure your results in real time. If something isn’t giving you the results you want you can change it immediately, instead of continuing to waste your hard-earned money.

Don't be that guy.

Don’t be that guy.

Today we’re going to take a look at the metrics we kept our eye on these first 3 weeks of our campaign, changes we made along the way, and how we’re proceeding from here to get even better results.

 Basic Key Metrics

1. Result Rate

Where to find it: You can find the result rate for each ad campaign by selecting that campaign and looking directly above the graph. The number you see is the average for the entire campaign. By moving your cursor over the graph you can see the rates for each day.

How to interpret it: The result rate for each campaign measures the number of results against the objective. Our objective was getting likes, or clicks, on our ad. So with a 7.38% result rate, out of every 100 times our ad was shown ~7 people liked our page.

According to a report done by SalesForce ExactTarget Marketing Cloud, the average click through rate (CTR) for Facebook advertising in the US is .17%, and the average CTR for the health & beauty industry is a little higher at .43%.

What this means for us: Okay, so clearly we’re doing pretty well against the national average. Yay! If your results do fall in line closer to the national average, that’s great too! Try to at least stay in the .1%-2% pocket (and then blow it out of the water!). Anything above 2% is amazing, but if your ad is falling below .1%, maybe it’s time to revisit your design.

For our purposes, considering the ridiculously large disparity between our results and the national average, it wouldn’t serve us to use this report as a benchmark. We created our own benchmark, which I highly recommend doing if you’re above the national average. We want the above result to be our standard, but also allow some room for experimentation. With that in mind, any time an ad falls below 4% after its first week, we discontinue it. This ensures that we’re only spending our marketing budget on highly effective ads.

2. Cost

Where to find it: You can find the cost per like for each ad by selecting the appropriate ad campaign and looking at the “Cost” column.

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

1. Image

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.

2. Text

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.

3. Audience

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!

Further reading:
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