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How to Produce Measurable Results with Facebook Ads


Facebook ads can seem daunting and tricky to figure out and use. As a Virtual Assistant at CVA, I have often assisted with helping clients clean up their current ad structures in order to be able to produce measurable results.

A client of mine was having a hard time making heads or tails of Facebook ads, and really needed the guidance of someone with experience to help push her through the muddle, start seeing results and comparing outcomes. The step we took was discuss campaigns and what they represent. During our extensive call session, I discovered she was creating a new campaign for an ad she wanted to do instead of using the campaign as the overall objective for any particular launch. This client wanted to offer a free webinar, which required an opt-in and she really wanted to know how her ads were converting during the launch of the webinar. With this knowledge, we created a campaign to track website conversions with conversation tracking pixels to put on the webinar sign-up thank you page.

Once we had nailed down the overall objective, we set out to create our audiences. This is where a lot of people new to Facebook ads tend to be incorrectly setup. Many either make a new campaign for another type of audience or combine a large combination of audiences in one ad set. I asked this to client narrow down her audiences into two groups – Facebook Fans and women between the ages of 25 and 40 (for her particular product) that lived in the US and made between $25,000 to $65,000 per year. We then created two ad sets in our new campaign that reflected each of those groups and set a budget for each one.

I observed that this client already compiled different ideas for webinar images and content, which was very helpful. I often times come across quite a few clients who have too many different variables within their ads, which causes them to lose anything solid to measure.

Our next step was to create two different ads for each ad set (four ads total in the campaign) using different images, but keeping the title and description the same. Within a few days we were able to clearly see which ads were performing better within each ad set. We narrowed down the most effective ad (in this case it was determined by image and by performance) and were able to confidently turn off the weakest performing ads in order to reallocate our ad set budget to focus on the most effective ad.

In the end, this client was delighted as she could finally see real quantifiable results that would boost her business farther than she imagined. By cleaning up, organizing and making sense of her advertising, this client was empowered with the knowledge to really understand what was going into a key effort that would benefit her business for many years to come.

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Posted on April 13th, 2016 by Rachel Braam, Office Manager

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