If you’re running ads on Facebook or Instagram, you’re likely using Meta Business Suite or Ads Manager to track performance. But do you truly understand what each performance metric means and how to use it to improve your campaigns? In this guide, we break down the key performance metrics in Meta’s ad system and provide real-world examples of how to interpret and apply them.
Actions
What it means: The actions that you can take on things such as publishing errors or performance issues that may help make your campaigns more effective. This can also include recommendations such as optimization tips or opportunity scores suggested by Meta.
Example: If Meta flags a campaign with an error (e.g., ad rejected, payment issue), the “Actions” metric might reflect your attempt to resolve it. Additionally, if Meta identifies an opportunity to improve performance, like increasing your budget or adjusting audience size, these suggestions will appear here as actionable items.
Use it for: Identifying and responding to system-generated flags, resolving setup issues, and applying Meta’s optimization recommendations.
Amount Spent
What it means: The total ad spend for a campaign, ad set, or ad over a selected time frame.
Example: You spent $500 on a campaign and got 10 purchases. Your cost per purchase is $50. Is that within your profit margin?
Use it for: Budget tracking, calculating ROAS (Return on Ad Spend), and assessing cost efficiency.
Attribution Setting
What it means: The time window in which a conversion is credited to your ad. Common settings are 1-day click, 7-day click, or 1-day view.
Example: If a customer converts 3 days after clicking your ad and you’re using 1-day click attribution, the conversion won’t be counted. You might be underreporting performance.
Use it for: Accurate conversion tracking and evaluating delayed decision-making funnels.
Ad Set Delivery
What it means: Status of your ad delivery (Active, Learning, Limited, In Review, Rejected).
Example: A “Learning Limited” status means your ad isn’t getting enough optimization events. You may need to increase your budget or broaden your audience.
Use it for: Troubleshooting underperforming ads and maintaining campaign health.
Auto-Refresh Impressions
What it means: The number of times your ads appear on the right-hand column of Facebook after the ad placement was refreshed. This typically happens when a user scrolls or reloads the page and Meta serves another impression of the same ad in that space.
Example: If you’re running a desktop-targeted campaign and notice a high number of auto-refresh impressions, it may indicate your ad is being repeatedly served in a low-engagement area. Consider checking CTR or engagement rates to see if this placement is effective.
Use it for: Evaluating the impact of right-column placements and whether repeated exposures through refreshes are adding real value.Analyzing visibility from repeated placements.
Average Purchases Conversion Value
What it means: The average value of purchases attributed to your ads. In some cases, this metric may be estimated and reported by a third-party API.
How it’s calculated: The metric is calculated by dividing the total purchase conversion value by the number of total purchases. If purchase data is incomplete or missing, Meta may use statistical modeling to estimate values and include them in the calculation.
Example: If your campaign drives $1,200 in total purchases from 12 sales, your average purchase conversion value is $100.
Use it for: Assessing average order value, refining high-value audience targeting, and evaluating eCommerce funnel quality.Calculating average order value and optimizing for high-LTV audiences.
Clicks (All)
What it means: The total number of interactions (clicks, taps, or swipes) on your ad. This includes all types of engagements, not just link clicks. Note: This metric is currently in development and may be updated in the future.
Example: If your ad gets 500 link clicks, 100 video taps, and 50 profile visits, “Clicks (All)” may reflect 650 total engagements depending on reporting logic.
Use it for: Gauging total interaction volume and identifying highly interactive ad formats.
CPC (All)
What it means: Cost per click across all click types (links, likes, shares, etc.).
Example: You spent $100 and got 250 clicks—CPC (All) = $0.40.
Use it for: Evaluating cost-efficiency in driving engagement.
CTR (All)
What it means: Click-through rate across all clickable elements. Calculated as (Clicks ÷ Impressions) x 100.
Example: If 100 clicks from 10,000 impressions, CTR = 1%.
Use it for: Evaluating how engaging your creative is.
Gross Impressions
What it means: The unfiltered number of times that your ads were shown on screen, including impressions served to invalid or non-human traffic that Meta detects and excludes from regular reporting.
How it’s used: This metric helps you understand total exposure, including impressions that may not be valid. It’s useful when comparing to standard Impressions to spot inflated delivery caused by bots, fraud, or repetitive refreshes. Advertisers are not charged for invalid impressions, and Meta excludes these from performance metrics.
How it’s calculated: Gross impressions include both valid and invalid impressions, including those from suspicious IPs or automated bots. Meta uses statistical models to detect and account for such traffic.
Example: If your Gross Impressions are 120,000 and standard Impressions are 100,000, about 20,000 were filtered out due to non-human or low-quality traffic.
Use it for: Evaluating true visibility vs. filtered delivery, spotting unusual traffic patterns, and confirming that invalid traffic isn’t distorting reported results.Assessing total exposure while separating out quality views.
Views
What it means: The number of times a video ad was viewed, often segmented by 3-second, 15-second, or ThruPlay.
Example: If you’re running a video campaign and have 1,000 ThruPlays, that’s a signal of high engagement.
Use it for: Measuring video performance and retargeting warm viewers.
Reach
What it means: The number of unique users who saw your ad at least once.
Example: If your reach is 20,000 and impressions are 60,000, your frequency is 3—meaning each person saw your ad an average of three times.
Use it for: Evaluating how many individuals were exposed to your campaign and measuring audience saturation.
Results
What it means: The number of times your ad achieved its objective (e.g., purchases, leads, link clicks) as defined by the campaign goal.
Example: If you’re running a lead generation campaign and the results count is 25, it means 25 leads were captured.
Use it for: Measuring how effectively your ads deliver desired business outcomes.
Result Rate
What it means: The percentage of impressions that resulted in your defined outcome (Results ÷ Impressions).
Example: If you had 1,000 impressions and 10 results, your result rate is 1%.
Use it for: Measuring how efficiently your impressions are turning into outcomes.
Delivery
What it means: Indicates the status of your ad set or ad in terms of delivery, such as Active, In Review, Learning, Learning Limited, or Rejected.
Example: If an ad set is marked as “Learning Limited,” Meta is not receiving enough optimization events to exit the learning phase.
Use it for: Diagnosing campaign delivery issues and adjusting parameters to improve optimization.
Estimated Ad Recall Lift (People)
What it means: This metric estimates how many people would remember seeing your ad if they were asked within two days. It’s not a guess—it’s based on patterns in how ads are served and how people respond to similar ones.
Example: If your campaign reached 100,000 people and Meta estimates 8,000 would recall your ad within two days, then your estimated ad recall lift is 8,000.
Use it for: Measuring how memorable your ad is and comparing branding effectiveness across creatives or campaigns.
Estimated Ad Recall Lift Rate
What it means: This is the percentage of people (out of those who saw your ad) that Meta predicts would remember it. A higher percentage means your creative and placement are more memorable.
Example: If 8,000 out of 100,000 people reached are expected to recall your ad, the recall rate is 8%.
Use it for: Evaluating creative impact and gauging brand awareness effectiveness.
Cost per Estimated Ad Recall Lift (People)
What it means: The average amount you’re spending to get one person to potentially remember your ad.
Example: If you spend $400 and 8,000 people are expected to recall the ad, your cost per estimated recall is $0.05.
Use it for: Monitoring cost-efficiency in brand awareness campaigns.
Conclusion
Understanding these core performance metrics is the first step toward mastering Meta advertising. Whether you’re an eCommerce brand, agency, or service-based business, knowing how to read and respond to these numbers will directly impact your ROAS and growth.
In the world of digital marketing, it is important to recognize the value of search engine optimization (SEO) and its impact on the success of Facebook Ads campaigns. Facebook Ads is a powerful platform that can be used to promote businesses, products, and services to a highly targeted audience. However, without a strong SEO strategy in place, businesses may be missing out on potential leads and revenue.
This blog will explore the importance of SEO for successful Facebook Ad campaigns in-depth. It will cover topics such as the impact of SEO on ad relevance, the relationship between SEO and landing pages, and the use of SEO tools to improve audience targeting. By the end of this blog, readers will have a thorough understanding of why SEO is crucial for the success of Facebook Ads campaigns and how to incorporate SEO best practices into their advertising strategies.
Ad Relevance
The relevance of your Facebook Ads to your target audience is crucial to the success of your campaign. Facebook’s algorithm takes into account the relevance of your ads to determine how often they are displayed and how much you pay for each click. One way to improve ad relevance is through SEO.
SEO can help businesses to identify relevant keywords that their target audience is searching for. By using these keywords in their ad copy, businesses can create ads that are more relevant to their audience’s search queries. In addition, businesses can use SEO to optimize their ad headlines, descriptions, and images to increase the chances of their ads being clicked on.
Landing Pages
Landing pages are another important factor in the success of Facebook Ads campaigns. A landing page is a page that a user is directed to after clicking on an ad. The quality and relevance of your landing page can impact the conversion rate of your ad campaign.
SEO can help businesses to optimize their landing pages for relevant keywords, ensuring that their landing pages are well-structured and provide the information that users are looking for. By doing so, businesses can improve the quality score of their landing pages, which can lead to lower costs per click and higher conversion rates.
Audience Targeting
Audience targeting is a critical component of Facebook Ads campaigns. The more accurately a business can target its audience, the more likely it is to see success. SEO can help businesses to gain insights into the search behaviour and preferences of their target audience.
By conducting keyword research and competitor analysis, businesses can gain valuable insights into the keywords that their target audience is searching for. This information can be used to create more effective ad-targeting strategies, ensuring that ads are seen by the right people at the right time.
Social Media Engagement
Social media engagement is another important factor that can impact the success of Facebook Ads campaigns. By optimizing social media profiles for relevant keywords and regularly posting high-quality content, businesses can increase their visibility on social media platforms and engage with their target audience.
SEO can help businesses to improve the searchability and visibility of their social media content. By including relevant keywords in social media posts, using hashtags, and linking to their website, businesses can attract more qualified leads to their website and improve engagement with their target audience.
Increased Organic Traffic
SEO can also help businesses to increase their organic traffic. By optimizing their website, landing pages, and social media profiles for relevant keywords, businesses can improve the visibility and searchability of their content. This can result in increased organic traffic to their website, which can lead to more leads and sales.
Conclusion:
In conclusion, SEO is crucial for the success of Facebook Ads campaigns. By optimizing ad relevance, landing pages, audience targeting, social media engagement, and organic traffic, businesses can improve the effectiveness and ROI of their advertising efforts. Incorporating SEO best practices into Facebook Ads campaigns is essential for businesses looking to maximize their advertising efforts and reach their target audience more effectively.
While using Facebook for your business, you must know how important it is to create ads that capture your target audience’s attention and encourage them to take action. Facebook is among the most popular and influential platforms to reach your target audience and boost sales. However, creating an ad that clicks with your audience can be challenging, and optimising your ads for better click-through rates is crucial.
Here are ten ways to increase your click-through rate for Facebook Ads:
Know Your Audience
Identifying your target audience is crucial before creating your ad. Knowing your audience’s demographics, interests, behaviors, and pain points will help you create an ad that resonates with them.
Create Compelling Ad Copy
Write ad copy that clearly and concisely points up the features and benefits that your product or service offers. Use action-oriented language, and keep it simple to understand.
Use Attention-Grabbing Headlines
Your ad copy headline is the first thing your audience reads when they come across your ad, so make sure it grabs their attention. Keep it short and to the point.
Use Eye-Catching Images
Your image should be visually appealing and related to your product or service. Use high-quality images, and make sure they are relevant to your ad copy.
Test Multiple Ad Variations
Create multiple variations of your ad to see which one performs the best. Test different headlines, ad copy, and images to see what resonates with your audience.
Optimize Your Ad Placement
Choose the right placement for your ad based on your target audience’s behavior. Consider where your audience spends their time on Facebook, such as newsfeeds, groups, or stories.
Use Social Proof
Incorporate social proof, such as customer reviews, ratings, or testimonials, to establish credibility and trust with your audience.
Make It Urgent
Create a sense of urgency by using limited-time offers, promotions, or exclusive deals to encourage your audience to take immediate action.
Optimize for Mobile Devices
Make sure your ad is optimized for mobile devices since most people use Facebook on their mobile phones. Use short and straightforward ad copy, and make sure your image looks good on a small screen.
Track Your Results and Refine Your Ads
Monitor your ad’s performance, track your results, and refine your ads based on your audience’s behavior. Use A/B testing to see what works and what doesn’t, and adjust your ad accordingly.
In conclusion, optimizing your Facebook ads for a higher click-through rate requires understanding your audience, creating compelling ad copy, using eye-catching images, testing multiple ad variations, choosing the right placement, incorporating social proof, creating a sense of urgency, optimizing for mobile devices, and tracking your results. With these strategies, you can create ads that resonate with your audience, drive traffic to your website, and increase your sales.
Writing down social media strategy for admission counsellors either working as individual or a company requires undertaking extensive research and practical experiences. In today’s digital age, presence on social media platforms has become necessary for college admission counsellors to connect with prospective students and engage with them on various platforms.
Sound knowledge of market trends, direct or indirect competitors and your current resources are as crucial as your need oxygen for breathing. Also, documenting your strength, weaknesses and opportunities are all the important factors that will help to generate desired result in an organized way rather wasting time in something which can’t be achieved in a certain period of time.
Fortunately, you could find this article as a guide to craft a profitable social media strategy for admission counselors and the points are as below:
Dont’ Skip the basics
In this modern era of speed, it’s tempting for businesses to jump straight into social media marketing without taking the time to establish a solid foundation through traditional marketing channels. However, it’s important to remember that traditional marketing methods are still relevant and effective in reaching target audiences, building brand awareness, and driving sales. Before investing time and resources into social media marketing, college admission counselors should ensure they have covered all the basics of traditional marketing, such as developing a clear brand identity, creating a strong value proposition, identifying target audiences, understanding the competition and developing messaging that resonates with those audiences. By establishing a strong foundation through traditional marketing channels, admission counselors can more effectively leverage the power of social media to amplify their message and reach even more potential customers.
Define Your Target Audience
Defining your target audience is not a one-size-fits-all approach. Depending on the type of college or university you represent, your target audience could vary greatly. Here are some additional tips for defining your target audience based on different factors:
Educational Level: Your audience could be undergraduate students, graduate students, MBA students, PhD students, or even high school students who are considering college options. Understanding the educational level of your audience can help you create content that is tailored to their specific needs and interests.
Type of Institution: Different types of colleges and universities appeal to different types of students. For example, some students may be interested in Ivy League or Oxbridge institutions, while others may prefer liberal arts colleges or national universities. By understanding the type of institution your audience is interested in, you can create content that speaks to their unique preferences and goals.
Financial Situation: Some students may be looking for full-ride scholarships, while others may be willing to pay full tuition. Understanding the financial situation of your audience can help you create content that is tailored to their specific needs and preferences.
Geographic Location: Depending on the location of your college or university, your target audience may be limited to certain regions or countries. For example, if your college is located in the United States, you may want to focus your social media strategy on reaching prospective students in the U.S. Alternatively, if your college has a large international student population, you may want to create content that is tailored to students from different countries.
By defining your target audience based on these different factors, you can create a social media strategy tailored to their specific needs and interests. It will help you create content that resonates with your audience, drives engagement, and ultimately enables you to achieve your enrollment goals.
Work on Your social media presence
By maintaining an active social media presence, college counsellors can share valuable information about the college admissions process, offer advice and guidance, and build relationships with their audience.
Branding: It is essential to maintain consistent branding across all social media platforms. This includes using the same profile picture, cover photo, color scheme, and tone of voice. This helps to establish a strong visual identity and make your brand more recognizable to your audience.
Awareness and reach: To target your audience effectively, you need to understand where they are most active on social media. For instance, Instagram might be a better platform for reaching students, while LinkedIn could be more effective for connecting with alumni. You should also consider using paid advertising or sponsored content to expand your reach.
Platform-specific branding: Each social media platform has its own strengths and limitations, so it’s essential to tailor your branding and content to suit each platform. For instance, Instagram is a highly visual platform, so you might want to use more images and videos. LinkedIn is more focused on professional networking, so you may want to share more industry-related news and insights.
According to a survey by the Pew Research Center:
81% of people aged 18-29 use YouTube
71% of people aged 18-29 use Facebook
71% of people aged 18-29 use Instagram
65% of people aged 18-29 use Snapchat
48% of people aged 18-29 use TikTok
42% of people aged 18-29 use Twitter
A student of O/A-level or IB’s want a college counsellor who is innovative and tech-savvy. They want to be able to access information and guidance through digital platforms and social media channels. They want to feel like their counsellor is up-to-date with the latest trends and technologies and is using them to provide the best possible service. So your brand must show a clear and strong message on all social media platforms.
Content Calendar
A college admission counsellor’s content calendar should be well-planned and strategic in order to effectively engage with prospective students and their families. The calendar should include a mix of content types, such as blog posts, social media updates, videos, and email newsletters. It should also be tailored to the different stages of the admission process, from awareness to consideration and, ultimately, application.
For example, during the awareness stage, the content should focus on introducing the college and its unique features, while during the consideration stage, the content should provide in-depth information about academic programs, campus life, and extracurricular activities. The calendar should also include key dates and events, such as application deadlines, campus tours, and open houses. Overall, the content calendar should be a comprehensive guide that helps the admission counsellor deliver valuable information and engage with prospective students in a timely and effective manner.
Sample Content Calendar
Day of Week
Content Type
Topic
Monday
Blog Post
“5 Tips for Writing a Standout College Essay”
Tuesday
Social Media
Instagram: Student Spotlight – Meet a Current Student
Wednesday
Email Newsletter
“Campus Events This Week: Information Sessions, Tours, and More”
Thursday
Video
“Academic Programs Overview: A Virtual Tour”
Friday
Social Media
Twitter: Q&A with Admission Counselors – Ask Us Anything!
Saturday
Blog Post
“The Value of Extracurricular Activities in College Applications”
Sunday
Email Newsletter
“Important Deadlines to Keep in Mind for College Applications”
Here are few more tips on making killer content strategy for college admission counselor.
Educational Content: Share tips, insights and advice on the college admission process, including how to choose the right university, what to expect from standardized tests, how to write a standout essay, and more. These posts could include graphics or short videos that are visually appealing and easy to digest.
Student Stories: Feature success stories of Pakistani students who have worked with Dignosco to gain admission to top universities abroad. Share their experiences, challenges, and how they overcame them to inspire and motivate other students.
Industry News: Share relevant news, trends and updates from the international education industry. This could include information about new scholarships, changes in admission criteria, and popular universities and programs.
Interactive Posts: Engage your audience with interactive posts such as polls, quizzes, and open-ended questions. This can help you learn more about your audience, build a community, and spark conversations.
Testimonials and Reviews: Share positive testimonials and reviews from satisfied customers. These can be in the form of quotes, videos or case studies and can help to build credibility and trust with potential customers.
Behind-the-scenes: Give your followers a glimpse behind the scenes of your company. Share photos and videos of your team, office, and the work you do to help students get into top universities.
Video Content: Utilize video content to deliver educational, inspirational and engaging content. Consider creating video tutorials, interviews with university representatives, and virtual campus tours.
Creating and sharing valuable content is the key to building a strong social media presence. Your content strategy should be aligned with your goals and target audience, and should include a mix of informative and engaging content.
Connect with alumni
Engaging former students on social media can be an effective way for college admission counselors to build relationships and strengthen connections with alumni. Here are some steps that admission counselors can follow to engage former students on social media platforms:
Identify the social media platforms that alumni are using: Before engaging with alumni on social media, admission counselors should identify the platforms that are most popular among former students. This will help them to target their efforts and reach the widest possible audience.
Join alumni groups: Many colleges and universities have alumni groups on social media platforms. Admission counselors can join these groups to stay connected with alumni and engage in conversations about the college or university.
Share updates and news: Admission counselors can share updates and news about the college or university on social media. This can include information about new programs, upcoming events, and student achievements.
Highlight alumni achievements: Admission counselors can highlight the achievements of alumni on social media platforms. This can include sharing news articles or blog posts about successful alumni or featuring alumni profiles on the college or university’s website.
Respond to comments and messages: When alumni engage with admission counselors on social media, it is important to respond in a timely and professional manner. This can help to build trust and strengthen the relationship between the college or university and its former students.
Organize virtual events: Admission counselors can organize virtual events, such as webinars or panel discussions, to bring alumni together and facilitate conversations about the college or university.
Overall, engaging former students on social media can be a powerful tool for admission counselors to build relationships and strengthen connections with alumni. By following these steps, admission counselors can create a vibrant online community of alumni who are engaged with the college or university.
Promote upcoming events
Organizing events is a great way for admission counselors to attract new students and engage alumni. By planning events that are informative, fun, and relevant to the interests of prospective students and alumni, admission counselors can build relationships and promote their services.
Here are some examples:
Campus Tours: Campus tours can be an effective way to attract prospective students and give them a first-hand look at the college or university. Admission counselors can organize campus tours for groups or individuals, and provide information about the campus, academic programs, and student life.
Information Sessions: Information sessions can be organized on specific topics such as the admissions process, financial aid, or career opportunities after graduation. These sessions can be conducted in-person or virtually and provide an opportunity for prospective students to learn more about the college or university.
Open Houses: Open houses are a great way to showcase the college or university and its facilities, programs, and student life. Admission counselors can organize campus tours, meet-and-greets with faculty and staff, and provide information about the admissions process.
College Fairs: College fairs provide an opportunity for admission counselors to showcase their institution and connect with prospective students. These events can also be a great opportunity to network with other schools and organizations.
Alumni Events: Organizing events for alumni, such as homecoming or alumni reunions, can help engage former students and build a sense of community. These events can also provide an opportunity for alumni to connect with current students and share their experiences.
Athletic Events: Organizing athletic events, such as sports games or competitions, can be a fun way to engage alumni and attract prospective students. These events can also help to build school spirit and community.
Career Fairs: Career fairs can be organized for students and alumni to connect with employers and industry professionals. These events can help students and alumni learn about career opportunities, build their networks, and gain valuable insights into their future career paths.
Measure Results
Measuring the results of social media efforts is important to determine the success of the admission counselor’s social media strategy. Here are some ways to measure results on social media platforms:
Engagement Metrics: Engagement metrics, such as likes, comments, shares, and retweets, can provide insight into how well content is resonating with the audience. The higher the engagement rate, the more effective the content.
Follower Growth: The growth of the follower count on social media platforms can be an indicator of the success of the admission counselor’s social media efforts. A steady increase in followers shows that the audience is interested in the content being shared.
Traffic to Website: Social media can be a source of website traffic. Using Google Analytics, the admission counselor can track the amount of traffic coming from social media platforms to the institution’s website. This will help determine the effectiveness of the social media strategy in driving traffic to the website.
Lead Generation: Social media can be used to generate leads for the institution. For example, if the admission counselor creates a form for students to sign up for an open house event, they can track the number of sign-ups from social media platforms to measure the effectiveness of the campaign.
Conversion Rate: Conversion rate measures the number of people who take a desired action, such as filling out an application or signing up for a campus tour, after interacting with the institution on social media. This metric can help determine the effectiveness of social media in driving conversions.
Sentiment Analysis: The admission counselor can use social media monitoring tools to analyze the sentiment of mentions of the institution on social media platforms. Positive sentiment can indicate a successful social media strategy.
Overall, measuring the results of social media efforts is important to determine the effectiveness of the admission counselor’s social media strategy. By tracking engagement metrics, follower growth, website traffic, lead generation, conversion rate, and sentiment analysis, the admission counselor can make data-driven decisions and refine their social media strategy to achieve better results.
Conclusion
In conclusion, having a strong social media strategy is crucial for admission counselors in today’s digital age. It allows them to build a strong brand presence, reach their target audience, and engage with prospective students and alumni. A well-planned social media strategy involves defining clear goals, creating relevant and engaging content, and actively engaging with followers. It’s also important to incorporate alumni engagement into the strategy to build a strong community and network. By following these guidelines and regularly measuring the results of their efforts, admission counselors can effectively leverage social media to promote their services and attract the best and brightest students.
It’s hard to deny that Facebook is the number one social media platform for businesses. It’s where people come to connect with their friends, family, and other people in their lives. However, it is also a great place for you to find new customers. In fact, many businesses have grown their sales by using Facebook advertising effectively—and this includes yours! Here are some tips that will help you grow your own business through Facebook ads:
Do NOT use stock photos in your Facebook ads.
Stock photos are not specific to your business or product. You might be able to find a photo of someone using your product, but it’s unlikely that this person represents the type of customer you want to attract.
Not only that, they are not personalized to your audience. Stock photos look generic and don’t show any real emotion or personality, making them feel stale and impersonal.
Moreover, they are not memorable. If you use stock images in your ads, people will forget what they saw after they scroll past them on their newsfeed—and they probably won’t click on it either way!
Use videos on your Facebook ads.
Videos can be a great way to get your point across and sell more products. They’re more engaging than images, and viewers almost always share them. Videos are also likely to be watched all the way through by those who see them in their feed, which means that you’ll get more views for each video ad than you would with other types of ads. As an added bonus, videos can show how a product works or explain complicated processes that aren’t easily explained with text or images alone.
Make sure you can track your Facebook ad sales.
Make sure you’re tracking your Facebook ad sales.
If you’re not tracking your Facebook ad sales, it’s like driving a car but not having a speedometer or gas gauge. You’ll have no idea how fast or slow your business is going and if there are any problems with the engine until it stops completely.
The best way to do this is by using a tracking pixel on all of your website pages (not just the checkout page). This will tell you exactly where people came from after clicking on one of your Facebook ads—whether that was through organic search results or another social platform like Instagram or Twitter—so that when someone asks “why did we get more traffic last week?”, now there’s an answer!
Facebook advertising is best when it is part of a larger strategy.
If you create or manage Facebook ads, make sure you have a strong strategy in place. Facebook advertising is great for reaching new customers and building brand awareness. However, it should be part of a broader marketing strategy that also includes SEO (search engine optimization) and other tactics. For example:
In addition to your ad campaigns on Facebook, you could also buy Google ads and display ads from other networks like Yahoo Gemini Ads or LinkedIn Ads.
Choose your call-to-action and landing page wisely.
The most important thing you can do to ensure a high-conversion rate on your ads is make sure that the ad itself and the landing page are well matched. If they’re not, then you have a higher risk of losing leads.
To start, choose your call-to-action carefully. What exactly do you want people to do once they arrive at your landing page? Do they simply need to fill out a form or download something? Or do they need to take an action such as making another purchase (e.g., buy one item and get something else for free)? The more specific and clear your CTAs are, the better chance you have at increasing conversions on Facebook ads.
And then there’s the landing page itself—make sure it’s relevant! Make sure it contains all necessary information about what was offered in the ad itself so there aren’t any unnecessary clicks back into Facebook before someone has had enough time viewing what interests them most about this offer specifically (e.g., if someone sees an ad saying “Buy x product today,” make sure their landing page includes everything from that ad including pricing).
Make sure that you are targeting the right audience for your business.
From the moment you create your ad, Facebook allows you to target an audience. You can do this by using the following features:
Facebook’s targeting tools to identify your target audience
Advanced Audience Targeting Features (Automated & Manual)
Custom Audience Targeting Features
Lookalike Audience Targeting Features
Split test your Facebook ads before spending a lot of money on them.
It’s important to split-test your Facebook ads before spending a lot of money on them. This can be done by creating two different ads and putting each up for a short period of time, and then comparing the results. You want to look for things like CTR (click-through rate) and conversion rates, as well as what times of day or which days work best.
When you do this, keep in mind that other factors may be involved in whether or not an ad works besides what you’re testing. For example, suppose one ad is getting more clicks than another but leads nowhere else (meaning it doesn’t result in any sales). In that case, it could be because people were just curious about what was being offered rather than actually interested in buying anything!
