Do you ever sit staring at Facebook Ads Manager wondering if your ads are actually working for you?
Do you wonder how everyone else is getting hundreds of new leads but your Facebook Ad bill is appearing on your credit card with nothing to show for it?
I’m going to show you how you can pick out the important numbers to look at so you can see which ads are performing well, and which ones you need to ditch, straight away.
First, head over to your Ad account in Facebook Ads Manager. Click on ‘Ads’ and then ‘Performance and Clicks’ in the drop down menu.
- Relevancy Score
This little number (between 1 and 10) is your ad’s quality score. It is shown once your ad has reached at least 500 impressions.
The relevancy score matters to you as it can reduce the cost of your ads. Here’s what Facebook say:
“Put simply, the higher an ad’s relevance score is, the less it will cost to be delivered. This is because our ad delivery system is designed to show the right content to the right people, and a high relevance score is seen by the system as a positive signal.”
Aim for between 7-10. 5 or 6, keep a close eye. Anything less than 4 pull the ad and look at your targeting, copy and image test some alternatives.
- CTR (Click Through Rate)
CTR indicates how many link clicks you've received on your ad compared to how many impressions your ad received.
A good CTR for a cold audience is 1%. If you’re retargeting to a warm audience, a minimum of 3% is the figure you should be looking for.
- CPM (Cost per 1000 impressions)
The lower your CPM, the better chance you have of getting a great return on the money you’re spending. The lower the better, but under £10 and your ad is likely to be performing well.
There’s nothing more annoying than seeing the same old ad time and time again. The frequency score will tell you how many times your ad is being shown to the same person. Edging towards a 3 or 4? Time to create a new ad.
If you’re still staring at Facebook Ads Manager and wondering, then it’s time to get in touch with me. Why not spend your valuable time doing the things you love?