Episode 3: Tracking and Optimization
This is the third and final part of a series that explores all the things social marketers should do when setting up their social ad campaigns. In our previous posts, we discussed account structure and creative, and targeting and bidding.
Without conversion measurement and continual improvement, your Facebook campaigns won’t realize their highest potential. Read these tips to make sure your Facebook ad campaigns are working their hardest for your bottom line.
7. Implement the Facebook Pixel
The Facebook Pixel tracks conversions, automatically bids for conversions, and enables remarketing. Be sure to implement the pageview event of the Facebook Pixel on all the pages of your website so that you can populate your Custom Audiences and Custom Conversions. You’ll also need the Facebook Pixel to implement each standard event on a single page of your website.
To double-check that the pixel is firing properly, use the Facebook Pixel Helper.
Lastly, follow the user’s journey down the conversion funnel. This will help you identify exactly where your customers are dropping off in the journey.
For an extra layer of reporting in Google Analytics, apply dynamic tags at the Media Plan level.
8. Optimize on a Daily Basis
As a Facebook best practice, you should optimize your campaigns daily, but no more than two times a day. For oCPM bidding, it’s even recommended to optimize only once a day, as the algorithm needs stability to learn from and to find conversions for you.
To understand the optimization that’s working best for your campaigns, do one at a time and assess the results.
Another rule of thumb—avoid making any drastic changes to bids, since reducing your bid by more than 5% could damage the delivery. If you change the bid type of your campaign due to bad performance, duplicate the campaign so that the algorithm refreshes.
Be sure to refresh your creative every few weeks to fight audience fatigue and ad blindness.
Use the Refresh button so that the campaign can start from scratch with the new bid type. Set up Rules to automate daily optimizations. For example, you could set a rule that if your CPA is greater than $10, or the frequency is greater than four, or the CTR is lower than 0.4%, then pause the ad.
9. Keep an Eye on the Relevance Score
Facebook wants to make sure the paid advertising campaigns that appear on its platform don’t damage the user experience. To that end, it has the Relevance Score.
The Relevance Score is an algorithmic calculation that takes into account your targeting’s relevancy and your ads’ engagement. The important metrics to look at here are CTR, engagements, feedback, and conversions.
When your audience begins showing less interest, your Relevance Score will decrease. As a result, Facebook lets your ad participate in fewer auctions. Moreover, if your Relevance Score is lower than the other advertisers competing on the exact same targeting, they’ll win the auction, no matter how high your bid is. Consequently, your reach and impressions will drop.
To fight against a bad Relevance Score:
- Always make sure your targeting is relevant and specific by using custom audiences, lookalikes, and high-intent interests.
- Make sure your creative is relevant and engaging.
- As soon as you see any sign of ad fatigue, refresh the ad or the targeting. Sure-fire signs of fatigue include a CTR drop, a CPC increase, or an impressions decrease.
Essentially Strong Foundations
Social advertising isn’t quite rocket science, but it’s indeed an art. But, with a strong foundation that takes advantage of all the great and evolving features Facebook has to offer, you can maximize positive user experiences and see positive results for the KPIs that matter most to your organization.