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Measuring Success with Ads Manager
 

Measuring Success with Ads Manager

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Learn how Ads Manager helps you understand how people are engaging with your ads and sponsored stories.

Learn how Ads Manager helps you understand how people are engaging with your ads and sponsored stories.

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    Measuring Success with Ads Manager Measuring Success with Ads Manager Document Transcript

    • Measuring Successwith Ads ManagerOverviewAt Facebook, we believe that businesses will be better in a connected world. Ads and sponsored storiesare some of the best ways for businesses to connect with and engage their audiences. It’s important forbusinesses of all sizes to understand how their ads and sponsored stories are performing so that theycan achieve their business objectives.Facebook’s Ads Manager gives businesses visibility into the performance of their ads and sponsoredstories with the ability to drill down into specific metrics.We’ve recently made significant improvements to the Ads Manager to help businesses understand howpeople are engaging with their ads and sponsored stories.This guide will help you understand how to use Ads Manager to improve your campaign performanceand meet your business goals.Table of contentsWhat’s new . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2Getting Started . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5Understanding the performance of your campaigns, adsand sponsored stories . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7Reports . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Advertising Performance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Responder Demographics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 Actions by Impression Time . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Inline Interactions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13Best Practices . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14Glossary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15© 2012 Facebook, Inc. All rights reserved. Product specifications subject to change without notice.
    • Facebook Ads ManagerWhat’s newWe’ve made changes to Ads Manager reporting to make it easier for you to understand the performance of yourcampaigns and optimize for the actions that are likely to result in the business outcomes you want.Introducing the new Actions metricActions tells you how many people connected with your business after seeing your ads, even if they didn’t click, so youknow you’re driving results.The Actions metric replaces the Connections metric. Similar to Connections, Actions tracks Page Likes, App Installs, andEvent RSVPs that originate from your ads. But Actions allows you to track a much more robust set of measurements.If you’re promoting a Page, Actions measures the number of times people: liked your Page claimed your offer liked posts on your Page answered your question commented on your Page posts followed your question @mentioned your Page in a status update clicked on the Page post link checked into your Place viewed the Page post photo tagged your Page in a photo viewed the Page post video shared your Page posts viewed a tab on your PageIf you’re promoting an app, Actions measures the number of times people: installed your app used your app spent credits in your appIf you’re promoting an event, Actions measures: RSVPs to your event (maybe and yes)Facebook attributes these actions back to the originating ad based a 24-hour view-through and 28-day click-throughwindow, so that you get a better picture of the overall value of your ad campaign.© 2012 Facebook, Inc. All rights reserved. Product specifications subject to change without notice. 2
    • Facebook Ads ManagerYou can see a breakdown of all of the actions users took by navigating to Ads Manager (facebook.com/ads/manage),clicking an account, a campaign, and then the ad for which you want to view metrics. Actions will be broken down bytype in the pie chart for each ad.You can also view aggregated actions for multiple ads or campaigns in the Advertising Performance Report. InAds Manager, you can access this report by clicking Reports in the left navigation bar, and following the on-screeninstructions to generate the Advertising Performance report.© 2012 Facebook, Inc. All rights reserved. Product specifications subject to change without notice. 3
    • Facebook Ads ManagerThe most detailed breakdown of actions is available through the “Actions by Impression Time” report. This reportreplaces the “Conversions by Impression Time” Report and includes a wider range of actions broken down by eachattribution window.By measuring the actions you want people to take on Facebook, you can make informed decisions on how to optimizethe content you are promoting.© 2012 Facebook, Inc. All rights reserved. Product specifications subject to change without notice. 4
    • Facebook Ads ManagerGetting startedType https://facebook.com/ads/manage into your browser. You will be able to see all of your current ad accounts, theirstatus, and how much you have spent in the All Accounts view.Clicking on an account will bring you to the All Campaigns view. You can easily pause, delete, or reactivate campaigns,track start and end dates, view your total budget, see how much of it remains and how much you have spent as a total orbroken out by date. You will also see notifications here when campaigns are created, rejected, or approved by Facebook.© 2012 Facebook, Inc. All rights reserved. Product specifications subject to change without notice. 5
    • Facebook Ads ManagerUse the dropdowns to change the date range you want to use to view results, view active or deleted campaigns, orview a full Advertising Performance report, summarized by campaign.Once you click on a campaign, you can see information about its performance and either pause, delete it, or activateads within that campaign.Click on any ad or sponsored story in your campaign to access individual performance metrics for it.© 2012 Facebook, Inc. All rights reserved. Product specifications subject to change without notice. 6
    • Facebook Ads ManagerUnderstanding the performance of your campaigns, ads andsponsored storiesWe designed Ads Manager to provide real-time metrics that enable you to quicklyunderstand how people are responding to your ads and sponsored stories.The Audience graph shows you how much of your targeted audience yourcampaign reaches compared to how many it could reach. If you find you’re notreaching enough of your targeted audience, try raising your bids or budget. Targeted: The approximate number of people your ads or sponsored stories can reach, based on your targeting criteria Reach: The number of unique people who saw this campaign. This is different from impressions, which includes people seeing your ads multiple times Social Reach: The number of people who saw your sponsored stories or ads with the names of their friends who liked your Page, installed your app, or RSVPed to your eventThe Response graph allows you to track performance of your campaign by clicks and actions over time.© 2012 Facebook, Inc. All rights reserved. Product specifications subject to change without notice. 7
    • Facebook Ads ManagerSeven metrics allow you to quickly understand the size and engagement of your audience. You should monitor thesemetrics closely to assess the success of your advertising campaigns. 1. Campaign Reach: The number of unique people who saw this campaign. This is different from impressions, which includes people seeing your ads multiple times 2. Frequency: The average number of times each person saw your campaign’s ads or sponsored stories 3. Social Reach: The number of people who saw your sponsored stories or ads with the names of your friends who liked your Page, installed your app, or RSVPed to your event 4. Actions: All the people who took an action within 24 hours of seeing—or within 28 days of clicking—on your ad or sponsored story. You’ll only see data here if you’re promoting a Page, app, or event or running Page post ads. 5. Clicks: The number of clicks this campaign’s ads or sponsored stories have received 6. CTR: Click-through rate. The number of times people have clicked on ads or sponsored stories in your campaign, divided by the number of times they were shown on the site during the dates selected. 7. Spent: The amount you’ve spent on your campaign during the dates selectedInline reporting shows your bid and price for each ad or sponsored story. You can click on any ad to see a preview ofhow it will look on Facebook, and a summary of your targeting. There’s also a graph of your performance with a drop-down that lets you see trends about Clicks, CTR, Impressions, and Actions at a glance. Use the information in this areato track whether your ads and sponsored stories are becoming more effective over time, or whether you need to makechanges to keep your messaging fresh.© 2012 Facebook, Inc. All rights reserved. Product specifications subject to change without notice. 8
    • Facebook Ads ManagerReportsThe Reports tab gives you access to four reports—Advertising Performance, Responder Demographics, Actions byImpression Time, and Inline Interactions—that give you in-depth performance and demographic information on youraccounts, campaigns, ads, and sponsored stories. Use these reports to understand at a granular level what messagingis most effective.You can view these reports summarized at the account, campaign, or ad level. You canalso see data aggregated by the month, week, day, or a custom timeframe; specify a daterange for which you want to view data, and choose whether you want your performanceinformation displayed in a webpage or in .csv formats.If you choose webpage display, you can click the column headers in any report to sortby that metric. You can also schedule reports and export them to a .csv file to use theperformance data in other applications.To get started, navigate to facebook.com/ads/manage and click on the Reports tab onthe left-hand side of the page.© 2012 Facebook, Inc. All rights reserved. Product specifications subject to change without notice. 9
    • Facebook Ads ManagerAdvertising PerformanceThe Advertising Performance report includes statistics like impressions, clicks, click through rate (CTR), spend andactions so that you can see how cost-effective your campaigns, ads, and sponsored stories are.You can also use Advertising Performance to get an in-depth understanding of how your accounts, campaigns, and adsare performing against each other so that you can focus your spending on the ones that achieve your business goals atthe lowest cost.For instance, in the example below, we can quickly see that the Ads Manager Guide Account has outperformed theFacebook Marketing Solutions account over the accounts’ lifetimes. Although we spent ~5x on Ads Manager Guide versusFacebook Marketing Solutions, we received over 83x the actions, which suggests that we should dedicate a greaterproportion of our media budget to the Ads Manager Guide Account in the future because it is much more effective.© 2012 Facebook, Inc. All rights reserved. Product specifications subject to change without notice. 10
    • Facebook Ads ManagerResponder DemographicsResponder Demographics shows you who’s responding to your messaging broken out by country, region, genderand age ranges. Use this information to confirm that your ads and sponsored stories are interesting to your desiredaudience and find information that can help you optimize your targeting criteria and content.For example, the following report shows that women aged 45-54 are far more likely to engage with our recent FacebookMarketing Solutions campaign than men aged 18-24. Depending on our business goals, this suggests that we shouldeither consider optimizing our spend on this audience for similar campaigns in the future so that we can maximize ourreturn on advertising spend, or change our messaging to appeal more to young men.© 2012 Facebook, Inc. All rights reserved. Product specifications subject to change without notice. 11
    • Facebook Ads ManagerActions by Impression TimeThe Actions by Impression Time report shows the number of actions organized by the impression time of the FacebookAd or sponsored story. An action is attributed to an ad or sponsored story based on the length of time between a user’sview of or click on the ad or sponsored story and the action (i.e., 0-24 hours, 1-7 days, 8-28 days). Use this report tounderstand how users are engaged with your ads over time.For instance, in the example below, we can see in the report below that both our Facebook Marketing Solutions andFBV ads drove credit spend in-app. However, we may have more confidence in the Facebook Marketing Solutions ad’sability to drive credit spend because more people took immediate action on the ad.© 2012 Facebook, Inc. All rights reserved. Product specifications subject to change without notice. 12
    • Facebook Ads ManagerInline InteractionsThe Inline Interactions report will help you understand immediate user engagement on ads and sponsored stories. Itincludes metrics like impressions, clicks, and detailed actions such as likes, photo views, and video plays that happeneddirectly on your ads.You can use this information to understand which of your campaigns or ads inspire immediate action, so you canoptimize for impact.Note that the total interactions column in this report does not include actions taken on the photo viewer or video player.© 2012 Facebook, Inc. All rights reserved. Product specifications subject to change without notice. 13
    • Facebook Ads ManagerBest Practices A/B test your ads and use the Advertising Performance report to identify which campaigns help you achieve your business objectives most cost-effectively. For instance, an app developer would use the Advertising Performance report to measure the Actions to Spend ratios on different versions of their ads. That way, they could understand which version drives the highest number of app installs, shares and instances of credit spend at the lowest cost and allocate more of their marketing spend to that version. Monitor the seven metrics in your inline Ads Manager reports to keep track of the performance of your campaigns or ads and sponsored stories. For example, a regional retailer could watch the Campaign Reach and CTR metrics and know whether they were reaching enough people to meet their business objectives, or whether they should expand their targeting criteria. Watch the Response graph to see whether your campaigns inspire an increasing number of actions over time, or whether they have reached their peak effectiveness. For example, a consumer packaged goods advertiser marketing an evergreen product such as soap would watch for the Response graph to climb up and to the right. When the graph levels off, they should take that as an opportunity to recapture their audience’s attention with new messaging. Check the Responder Demographics report to confirm that your campaigns are interesting to your target audience. For instance, a cellular phone carrier who wants to target specific geographic regions with its advertising should check the Responder Demographics report to make sure that people in those areas are taking actions based on its ads and sponsored stories. Use view-through and click-through conversion information to understand how people interact with your ads over time. Since you have visibility into multiple attribution windows for each ad, you can understand which ads drive immediate action and which ads drive latent action. Using this information, you can more accurately assess the value of each ad.© 2012 Facebook, Inc. All rights reserved. Product specifications subject to change without notice. 14
    • Facebook Ads ManagerGlossary for Ads Manager and Full ReportACTIONS: For ads and sponsored stories pointing to PRICE: The average amount you’re paying per clickPages: the number of times people liked your Page, (CPC) or 1000 impressions (CPM)liked posts on your Page, commented, @ mentioned,checked into your place, tagged your brand in a photo, REACH: The number of individual people who saw thisshared your Page posts, redeemed your offer, clicked ad during the dates selected. This is different thanon the Page post link, viewed the Page post photo, impressions, which includes people seeing your adviewed the Page post video, or viewed a tab on your multiple timesPage within 24 hours of seeing your ad or sponsored SOCIAL CLICKS: Clicks on ads that were shown withstory, or within 28 days of clicking on it. For ads and the names of the viewer’s friends who liked your Page,sponsored stories pointing to apps: the number of RSVPed to your event, or used your app. If you’re nottimes people installed, used, or spent credits in your advertising a Page, event, or app, you won’t see socialapp within 24 hours of seeing your ad or sponsored datastory, or within 28 days of clicking on it. For events:the number of times people RSVPed within 24 hours of SOCIAL IMPRESSIONS: Impressions that were shownseeing your ad or sponsored story, or within 28 days of with the names of the viewer’s friends who liked yourclicking on it. Page, RSVPed to your event, or used your app. If you’re not advertising a Page, event, or app, you won’t seeAD: A marketing message in the voice of the brand. It social datacan appear in the right-hand side of every Facebookpage SOCIAL REACH: People who saw your ad with the names of their friends who liked your Page, RSVPed toBID: The maximum amount you’ve indicated your event, or used your app. If you’re not advertising ayou’re willing to pay for each click (CPC) or per 1000 Page, event, or app, your ad won’t have social reachimpressions (CPM) SOCIAL %: The percentage of impressions where yourCLICKS: The number of clicks your ads have received. ad was shown with the names of the viewer’s friendsIf you’re advertising a Page, Event, or app, Clicks also who liked your Page, RSVPed to your event, or usedinclude Page likes, event RSVPs, or app installs directly your app. If you’re not advertising a Page, event, or app,from the ad you won’t see social dataCPC: The average cost per click, calculated as the SPENT: The amount you spent during the selected timeamount spent divided by the number of clicks received periodCPM: The average cost per thousand impressions, SPONSORED STORY: Marketing message that comescalculated as the amount spent divided by the from a Page post, or stories about a friend interactingthousands of impressions received with a brand through actions such as check-ins, appCTR: Click-through rate, or the number of clicks your ad use, or Page likes. The core message is controlled byreceived divided by the number of times it was shown the advertiser, but sponsored stories will also showon the site social context, such as people interacting with what’s being promoted to their friends. Sponsored stories canFREQUENCY: The average number of times each person appear on the right hand side of Facebook or in thesaw your ads news feed on the web or mobile.IMPRESSIONS: The number of times your ads have beenshown on the site© 2012 Facebook, Inc. All rights reserved. Product specifications subject to change without notice. 15