Regardless of whether you’re new to Facebook marketing or have run other social media advertising campaigns, one thing’s for sure, it is not easy. There are many different elements that are constantly being tested and tweaked to yield optimal results. While you can adjust everything about the campaign, from the target audience to the images you use, you should only consider changing your management technique if it’s not effective. If you’re not sure whether your methods are working, consider whether the three criteria we mention below are being met.
Keeping Track of Ad Performance
Facebook is one of the best platforms to run an ad campaign from an advertiser’s perspective. They’ve created a weekly report of your ad performance that can be downloaded for your perusal. The report contains vital data and details that can tell you whether your campaign is meeting the six crucial KPIs below:
- CPC or Cost per Click
- Cost per result
- Facebook’s Quality Ranking
However, it should be noted that only results are included in the report and not further insights into why your ad campaign received these results. As a result, managers must make their own notes for every report that should include:
- The adjustments that were made
- Ideas on why certain results were achieved
- A hypothesis based on how further changes could be beneficial to the campaign
Failure to keep track of these thoughts could result in confusion which could cost you more money further down the line or could lead to you repeating past mistakes.
For example, an online casino portal that provides Asian players with vital information on the best online casinos and gaming tips, like this site, could perform poorly if the ad manager failed to indicate who the target audience is. Sites like this assist with successful gambling strategies, provide expert honest reviews and have accurate legal information for Asian bettors.
Documenting the Process
Regardless of whether you’ve hired a Facebook ad manager or are handling all aspects yourself, it’s of utmost importance that you keep a brief of your ad goals at the forefront of every change you make. This includes your reasons for the campaign, the angle your copy has followed, and your hypothesis.
The brief is especially helpful if you have hired a team to work with you. It provides them with more guidance on what your goals are and which responses are desirable or worth reporting back to you. If you don’t know what should be included in this brief, take a look at the outline below:
- Target Audience
- Campaign objective
- Targeted interests and/or behaviors
- Details of the first two ads
- The hypothesis of the offer and the first copies
You can add other information to your brief after conducting thorough research on data and stats to improve your marketing strategies.
Effective Project Management Structure
As digital marketing continues to grow in leaps and bounds, Facebook and other social media platforms have developed dedicated tools for ad campaign managers to use. Though, these tools become more of a hindrance than a help if you don’t have proper documentation processes or a chain of command in place. This means that each member of your team needs to focus on their role. An effective management team and structure usually contains the following roles:
- Project managers
- Marketing executives
- Performance assistants
It is also important to meet with the project managers often and different team members to ensure that everyone is on track. The process, from beginning to end, can be broken up into manageable steps. These are; offer confirmation, ad brief production, copy produced, ad creation, pre-launch tests, commence testing phase, and launching the campaign.
Each of these tasks can be further divided to ensure that all members of the team are aware of their jobs and can hold each other accountable during the process.
Regardless of whether you’re dipping your toes into the world of paid Facebook campaigns for the first time or attempting to improve on previous results, an effective management process and structure are of utmost importance. The key is, to be honest about your results and work on improvements or maintenance of what your campaign has achieved. This can be done by following the tips above if you find yourself struggling.
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