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EPISODE 131 23 mins

Campaign Management – Analysing Performance and Making Decisions (DAY 5) ~ Pillars of a Rock Solid Facebook Ads Strategy

Posted on 27th April 2018 , by Kunle Campbell


About the guests

Kunle Campbell

Kunle Campbell

Kunle advices and helps direct-to-consumer retail brands profitably acquire customers by through paid media, conversion optimisation and search marketing.
He is also sometimes referred to as ’the ecommerce traffic and conversions guy’.
Kunle hosts the 2X eCommerce Podcast, a top charting podcast on iTunes business and marketing categories.



If you are an online retailer and looking to scale your sales further through Facebook advertising, check out Kunle’s agency: 2xmedia.co.
It caters specifically for ecommerce businesses.
Get in touch to apply.

Campaign Management: Analysing your Ads and Decision making

Knowing when to stop or scale an Adset in a Facebook Ads campaign, balls down to analysing key performance metrics you establish in your campaigns.

I set up my Adset reports in two ways.
The first way is what I refer to as the Funnel Reporting view I use to get a quick glance at performance. Here are the columns I set up:

  • Budget
  • Delivery
  • Reach
  • Link Clicks
  • Amount Spent
  • Website Purchases Conversion Value
  • Website Purchase ROAS (Return on Ad Spend)
  • Cost Per Website Purchase
  • Website Purchases
  • Website Add to Cart
  • Cost per 1,000 People Reached
  • CPM (Cost Per 1,000 Impressions)
  • CTR (Link Click-Through Rate)
  • Unique Link Clicks
  • Button Clicks
  • Cost per Unique Link Click
  • Website Checkouts Initiated
  • Website Adds of Payment Info
  • Cost per Website Add to Cart
  • Relevance Score
  • Frequency
  • Page Likes
  • Positive Feedback
  • Negative Feedback

The second view I use is ROI focused and solely used for tracking costs and making decisions. Here is how I arrange the columns:

  • Amount Spent
  • Website Purchases Conversion Value
  • Website Purchase ROAS (Return on  Ad Spend)
  • Website Purchases
  • Cost per Result
  • Cost per Website Purchase
  • Website Checkouts Initiated
  • Cost per Website Checkout Initiated
  • Website Adds to Cart
  • Cost per Website Add to Cart
  • Unique Link Clicks
  • Cost per Unique Link Clicks
  • Website Content Views
  • Cost per Website Content Views
  • Reach
  • Cost per 1,000 People Reached
  • CPM (Cost per 1,000 Impressions)
  • Unique CTR (Link Click-Through Rate)
  • Cost per Outbound Click

You want to set benchmarks for all your ‘cost per…’ metrics. With the most important being:

  • Cost per Website Purchase
  • Cost per Unique Link Clicks
  • Unique CTR (Link Click-Through Rate)
  • Cost per 1,000 People Reached or CPM (Cost per 1,000 Impressions)

Timestamp

7:11 Funnel reporting view
8:25 Reach as a very important metric
8:47 The website purchases as a conversion value
9:29 The cost per website purchase
10:54 Ad positive feedback and negative feedback
15:43 What do you do to make decisions whether to kill or keep an ad going?
15:53 Return on advertising spent
16:49 Determining what your benchmarks are
19:44 Keeping an eye on the metrics on a regular basis
20:06 Metrics further down the funnel

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About the host:

Kunle Campbell

An ecommerce advisor to ambitious, agile online retailers and funded ecommerce startups seeking exponentially sales growth through scalable customer acquisition, retention, conversion optimisation, product/market fit optimisation and customer referrals.

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