After having outlined the basics of Facebook advertising in a first article, in this second and final part we will help you measure the performance of your campaigns and optimise them!
1/ KPIs to track and optimisation
In this part, we will have to distinguish between two types of advertisers: those who sell on their own website using the Weezevent widget and those who use the Weezevent minisite.
a/ You have your own website and have control over it:
In this case, you will be able to easily implement the Facebook pixel (tracking code). It will allow you to send the number of tickets sold directly to the interface. You can also create “remarketing lists” and retarget users who have not made a purchase for example. What will be important here are conversions (a user who bought a ticket). Your main performance indicator will be the purchase of a ticket via Facebook and you will optimise your campaigns based on conversions.
b/ You use Weezevent’s minisite:
You don’t have a website and cannot insert the pixel? Don’t worry, other indicators will let you know how your campaigns are performing! More specifically, you can track the number of clicks to your website and the average CPC (cost per click). Depending on the targeting, CPCs will be different and you will be able to know which ones bring you the most traffic, at a lower cost.
c/ Bidding strategies
Whether you have your own website or not, you will have to set up a bidding strategy. This strategy will affect your budget. You have two possibilities: you can let Facebook manage the bidding for you or you can take care of it yourself. If you are new, the first solution will allow you not to worry too much about the costs and the system will optimise the bidding for you. You will pay CPM (cost per 1,000 impressions = ad views).
If you want total control over your campaigns and bids, the best bet is to switch to manual bidding. You have two options: Pay for CPM or CPC (cost per click).
d/ The main optimisations
Here are some indicators to track:
- The number of tickets sold (if you use your own website)
- The number of clicks you will generate for your event
- Average CPC
- Click through rate (or CTR). It will let you know if your ad generates interest from the web users you have targeted
Even if your campaigns are limited in time, you will be able to optimise them using the above mentioned KPIs you will follow. If a set of ads costs a lot of money with no result, you can lower the bid or simply put it on hold.
You can also test ads. Not all ads have the same impact on people. Test different hooks, different titles, different pictures and see which ad is the most powerful!
The more subtle optimisations will be done on a case by case basis so I cannot give general rules. Take into account the number of clicks that you will generate, the budget that you can dedicate to it, your industry. You can’t compare two Facebook campaigns: the affected users are not the same, neither is the industry or even the length of the campaign.
2/ Experts tips
In conclusion, here are 10 tips to run a successful Facebook campaign:
- Think about your campaign structure beforehand: Who is my target audience? Who do I want to reach? On which devices?
- Segment: I will never say it enough but it’s key. And it is correlated with the first point. We don’t create a Facebook campaign without thinking about its purpose.
- Ideally, you should segment your campaigns by gender/age/device/interests
- Regularly monitor the performance of your campaigns so you don’t get surprises
- Monitor your budget! The minimum per set of advertising is €5 per day, expenses can quickly go up!
- Don’t wait until the last minute! You can start running your ads for 3 weeks to a month before your event. And don’t hesitate to continue for the duration of the event.
- Pay attention to your visuals: on Facebook, the design is important. We must catch the eye of the internet user, who is constantly solicited. Be unique. Stand out.
- Update your ad. Using the same ad (image + text) for the whole duration of your campaigns is not ideal. Highlight the dates, set a countdown, and last minute news.
- Feel free to put ads that do not work on hold and test others.
- Finally, do your research. Whether with SEM experts or directly on the internet, you can find ideas, methods and solutions to optimise your campaigns. You will never be alone, and this is the most important!
Facebook is an extremely powerful and growing acquisition channel, so try it out!
You too can plan your event easily with Weezevent by clicking below: