how to analyze facebook ad ads manager
How to Analyze Facebook Ad Results In Facebook Ads Managerwe talk a lot on this channel about all,of
Updated on Jan 21,2023
How to Analyze Facebook Ad Results In Facebook Ads Manager
we talk a lot on this channel about all,of the results we drive for our clients,using facebook ads but one common,problem that we hear a lot is that it's,either confusing,daunting or both to try to read facebook,as manager the question we get asked,often is how do you analyze your,facebook ad results so that's exactly,what i'm going to show you how to do in,this video,what's up everybody welcome back to the,channel i'm brandi with life marketing,the digital marketing agency with a,mission to help small businesses grow,before we get started please go ahead,and like this video for me subscribe to,the channel and hit that notification,bell so that you don't miss out on the,business growing videos we put out every,single week for today's video i'm going,to screen share and walk you through,facebook ads managers metrics and we'll,look at three major metrics to pay,attention to while we're walking through,how to analyze your facebook ad results,as a whole all right so let's start out,by understanding the layout of facebook,as manager metrics when you're looking,at ads manager it breaks down into the,campaign level the ad set level and the,ad level so you can view all of these,columns of metrics for any given level,this is helpful for comparing metrics,when you want to see how different,campaigns stack up against each other or,if you want to compare how different ad,sets aka audiences are performing etc so,the columns of metrics you're seeing on,my screen are likely the same ones,you'll see on yours because they are,facebook's default settings if you click,the drop down here you can see all the,different ways to filter your view of,metrics some of these metrics overlap,between filters but there are some,metrics that are not present on the,default setting but are present on,others and vice versa and beyond that,you can click customize columns to,unlock every metric as manager offers,but before we get ahead of ourselves i,want to start by looking at the top,three most important metrics cost per,result frequency and link ctr so,starting with cost per result this,metric will automatically be available,to view if you have your filter set to,default what the result is will vary,depending on what campaign you're,running if you're running an engagement,campaign it's going to be your cost per,engagement traffic campaign per link,click a conversion campaign will usually,be per purchase but a custom conversion,can track just about anything you want,for example the cost per result for a,custom conversion can be cost per thank,you pages because let's say you're,sending people to a landing page and you,want to track how many people fill out,the lead form and once they complete the,leave form it takes them to a thank you,page you can track how many people land,on that thank you page to track lead,conversions there facebook will,automatically select what the result is,in your cost per result based on the,campaign you choose i've stated in other,videos that the campaign you choose,optimizes around that goal and this is,just further proof of that but alright,so why is the cost per result metric one,of my top three important metrics to,focus on the reason is because if you're,happy with that number the rest of the,metrics won't matter so much oftentimes,if your campaign isn't performing well,meaning you're spending a lot of money,on it and not making much or anything,back we'll start troubleshooting things,like okay what's your frequency what are,your quality ranking scores etc but,ultimately even if your quality ranking,score is low for example i wouldn't go,out of my way to fix that if you're,still getting really good results at an,affordable profitable cost because it,doesn't matter if you're getting results,what matters is if you're getting,results at a sustainable level alright,so the second important metric to look,at is frequency but before we get into,that here is a quick message from,sherman hey we just helped a small,business make over 1.5 million dollars,through facebook advertising and after,managing millions of dollars in ad spend,for thousands of different small,businesses we have decided to give away,everything we learn to you in a special,program if you want to learn the,blueprint to success the best practices,from some of the fastest growing,companies in the world and all the,different tools you will need then sign,up for our social ads training program,today i'll put a link for that in the,description but back to the second,important metric even if your cost per,result is healthy frequency is still,something to keep your eye on and i'll,show you why in a second but to get to,frequency i'm going to change my column,metrics to delivery and then we'll see,the frequency metric facebook says it's,the average number of times each person,saw your ad so if your frequency is,higher than 1 it means the same people,are seeing your ad multiple times having,a high frequency can either be a good,thing or a bad thing depending on your,ad performance so if your cost per,result is healthy and profitable but,your frequency is eight does that mean,you should change everything to get your,frequency lower not necessarily don't,fix what's not broken you know what i,mean and changing your ads and or,audiences to lower your frequency you,run the risk of ruining what is working,about your current ad and audience,combination that are driving the good,results you've been getting the same,people seeing your ad 8 times isn't bad,if you're still generating great results,at a profitable cost at the same time,the same people seeing your ad 8 times,is bad if you're not generating great,results at a profitable cost that's why,we often look at frequency as a quick,troubleshooting metric if your ads,aren't performing well because it's a,quick fix but what i would advise if,your frequency is high but you're happy,with your cost per result is to leave,things as they are for now but to go,ahead and have some backup audiences and,ads ready to test out in the event that,your results do start slowing down if,your budget is big enough i'd more so,suggest already having those audiences,and ads running in another ad set and an,a b split test but essentially if you,have a good thing going with your,facebook campaigns you don't want to,change it solely to fix a metric that,isn't as important as the one directly,related to your profit like cost per,result now before we move on it's,important to note that everything we've,talked about with frequency so far is in,the event of cold audiences which are,people who have never heard of your,brand or business before you should,expect your frequency to be higher for,warmer audiences like a retargeting,audience these are people who have heard,of your brand before such as your,website traffic your facebook post,engagement etc and you're intentionally,showing ads to them again to get them to,convert you should see a higher,frequency on those campaigns because,that's the point of them alright and,moving on to the third important metric,link ctr if your cost per result is too,high and your frequency is low so you,know that's not the issue we usually,look at link ctr next so i'm going to go,back to columns and change my view to,performance and clicks and you can see,it's showing link clicks cost per link,click and link ctr which means link,click through rate i keep specifying,link clicks and not just clicks because,some metrics will measure all clicks,which includes likes on the ads and,comments etc and in this instance we,specifically want to see out of all the,people who have seen the ad how many,people are actually clicking to the,website so your link ctr is the,percentage of times people saw your ad,and performed a link click now your link,ctr will vary depending on your business,industry and target audience but let me,show you how to think about these,metrics in general if your cost per,result is really high or non-existent,because you're not getting any sales and,you check your frequency and it's low,then you look at your ctr if your ctr is,low or your link clicks are low then,that means there's either something,wrong with the ad itself or the target,audience you're delivering it to meaning,either your ad isn't captivating enough,or addressing the right pain points or,goals of your target audience or it is,but you're showing it to the wrong,audience now if you are getting a lot of,link clicks but you're not getting,conversions that means your ad is doing,its job it's getting people's attention,and getting them to click to your site,but then something on your site is,deterring them from purchasing here are,a couple of things that could be going,wrong there number one your ad and your,website or whatever landing page you're,sending traffic to are not congruent,meaning the offer branding and verbiage,they see on the ad is not the same as,what they're seeing on the website the,ad sends them to number two your website,is bad now i know that's blunt and,subjective but here are a few examples,of what i mean it's poorly designed it's,not practical or in some cases fully,functional it doesn't give people a,clear cta of what to do or where to go,or maybe the loading time is so slow,people exit before it's even loaded all,the way which happens a lot if you're an,ecommerce store owner you can take this,a step further by looking at your add to,cart metric if you're seeing a high ctr,and lots of add to carts but not many,conversions the problem is probably in,your checkout process either something,is not working correctly or quickly,there or maybe you've got some high,shipping costs or long delivery times,that are deterring people from actually,clicking purchase i feel like i could,make a whole separate video on how to,troubleshoot your website so comment yes,to the website video if that's something,that you'd want to see from us but the,last thing that could possibly be the,issue here is not necessarily with your,website itself but with a lack of,retargeting only two percent of website,visitors actually convert on the first,visit to your site so if you're not,putting your ad in front of these people,again you're likely to lose up to 98 of,visitors who have abandoned your site,that's why you see statistics like this,one that says with retargeting you can,attract up to 98 of visitors who have,abandoned your site and once you do,retarget them and get them back to your,site website visitors who are retargeted,are more likely to convert by 43,so if you've looked at your frequency,your lynx ctr and your website and,you're still not finding the issue as to,where you're losing customers you may,need to look at your retargeting efforts,to see if that starts closing some more,sales for you all right so at this point,in the video hopefully you've learned a,few things but you may be thinking those,are just three metrics out of a,bajillion an ads manager what about the,rest of them and you're right there are,a ton so let's look at four more common,metrics you will see and actually use in,ads manager let's start with cpm which,is your cost per 1000 impressions you,can find this under the delivery column,filter along with the cost per 1000,people reached so remember the,difference between reach and impressions,is reach is individual people and,impressions are just the number of times,your ad was seen so if i saw your ad,five times your reach would be one and,your impressions would be 5. people like,to look at their cpm because for a lot,of the facebook campaign objectives you,are charged by impressions so as you go,down your list of things to troubleshoot,to figure out why your ads aren't,performing well you might find yourself,going back to the basics with your,impressions because this will tell you,if your ad is delivering at an expensive,cost to begin with there are a few,things that can affect your cpm so let's,go through some of them really quickly,number one if you're targeting a really,popular audience it can raise your cpm,birthdays are a great example of this so,many businesses love to target people by,their birthday month because you can,deliver ads that say here's a free,birthday sample on us just fill out your,name and email to receive it or what,have you and when everybody is targeting,the same audience it becomes an,expensive audience because you're all,bidding on the same people number two if,you saw my video on quality ranking,scores then you know that facebook,basically rates your ads based on how,people respond to them if people are,hiding your ads a lot or disliking them,facebook will recognize that and kind of,punish you for it it will take more,money from you than it did before to,continue delivering ads to the same,number of people at the same rate so if,your cpm is high try testing out some,new audiences and new ads alright,another common metric to look at is your,roas which is return on ad spend now,this is more specific to conversion,campaigns and businesses that are,selling online products you'll need to,go to customize columns and type in roas,and select that option and click the,blue apply button to see this metric in,your campaigns this is the total return,on ad spend from purchases this is based,on information received from one or more,of your connected facebook business,tools and attributed to your ads so,you'll need to have your facebook,tracking pixel set up correctly you'll,be able to see how much you made in,revenue from the purchases that,originated from your facebook ads this,is another metric that helps you see,whether the results you're receiving are,profitable or not facebook automatically,calculates this number for you but to,help you understand better it's the,revenue generated from your ads divided,by your total ad spend so it's a,multiple if your roas is 10 that means,you're getting 10 dollars back for every,one dollar you invest in ads or 10 times,your investment i wanted to give you the,formula because it's important to,remember that facebook is calculating,this based on your ad spend on that one,campaign it's not taking into account,the money spent in labor on your,marketing employee or for the graphic,designer you paid to make the ads etc so,if you want to get an even more accurate,idea of your roas you now have that,formula in your toolbox but in addition,to your cost per result which was one of,the most important metrics we discussed,at the beginning of the video your roas,is just another indicator to confirm if,your ads are still leaving you,profitable or are you losing money on,acquiring these purchases alright the,last two metrics i want to look at with,you are part of the breakdown feature in,ads manager so for the first one i want,to look at placement you'll come over,here and click the three dots then click,by delivery then placement this will,break down your campaigns by platform,and placement giving you a clear look,into which placements are delivering the,most results for you at the lowest cost,so if you can see that all of your,results are coming from facebook feeds,and none from instagram stories you,might consider removing the story's,placement to save yourself wasted ad,spend and the same thing goes for the,last metric we're going to look at,country again you'll click the three,dots then click by delivery then country,now we're only running as in the us but,if you're running as in multiple,countries the same principle applies,here where you can determine which,country is driving the most results and,which is driving the least and make,informed decisions from there and as you,saw on my screen there are tons of,different breakdown options to choose,from placement and country are just the,two most relevant that i usually see for,our clients but you can break your,campaigns down by any metric that is,relevant to you to allocate your budget,appropriately all right so total we've,looked at seven metrics today the three,most important and then four more common,helpful metrics that's still only seven,out of what did we say a bajillion right,the thing is you don't want to get,overwhelmed by all the metrics there are,to look at and you also don't want to,get caught up focusing on metrics that,don't really matter as much so i would,advise you start with these seven and,then if there is still a metric you feel,like you need to look into you can,always go back to customize columns and,type it into the search bar to see if,facebook offers it once you kind of get,in a rhythm with the main metrics you,want to compare every day you can also,click the columns drop-down and click,set as default to create your own custom,default settings of the metrics you want,to always see when you log into ads,manager is there a metric you were,hoping i would go over today that i,didn't if so let me know down in the,comments so i can help you out with it,otherwise the last thing i want to leave,you with is this ultimately analyzing,your facebook ad results should be,geared towards lowering your cost per,result and maximizing your roas so when,you start to feel lost or again,overwhelmed by all of the analytics,inside facebook ads manager just start,looking at your campaigns in the form of,yes no questions like is my cost per,result too high yes or no if yes then,ask yourself if the frequency is too,high and so on until you find the issue,breaking it down like that is not only,effective but also helpful for small,business owners trying to make sense of,facebook ad results alright that's all i,have for you today guys don't forget to,like this video subscribe to the channel,hit the notification bell and i will see,you in the next episode
The above is a brief introduction to how to analyze facebook ad ads manager
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How to Analyze Facebook Ad Results the Right Way!
How to Analyze Facebook Ad Results the Right Way!
So you set up your first Facebook Ads campaign and spent your first few dollars,,but your results are not yet outstanding?,What do you do?,Well now it's all about optimization.,Take the data that you have gathered, analyze it, and,then improve your campaign.,Sounds simple, but there's actually a lot to it.,That's why our Facebook Ads expert Cedric is here to help us understand how we can,do analysis in Facebook's Ads interface.,Now we've got lots to cover, so Cedric, take it away.,Thanks Julian.,Hey, my name is Cedric and in this video, I'll show you how to analyze,your Facebook Ads data the right way.,So what we will actually do together is I'll show you how to create a custom view.,And we'll add all sorts of metrics to that view and what,I call your important numbers.,Once we have that set up, we'll actually be analyzing a real,campaign that was running last year.,So we'll be analyzing that together and we'll be looking at real data.,And really my goal is by the end of this video, you'll be able to apply,the concept that you've learned in this video for any types of campaigns,,doesn't matter of the objective.,So now let me share my screen.,So I am now in ads manager, and this is a campaign slash strategy,that we will be reviewing together.,So it ran from September 2nd to September 18th, 2020, and this was,a lead generation campaign and it was optimizing for Facebook leads,and it was for a virtual event.,So this is a campaign that we will be analyzing.,But before we start talking about our important numbers and what sort of,numbers and metrics I would add to our view here for this example, I just want,to say that those important numbers,are going to change depending on your campaign objectives.,So if you're doing a brand awareness campaign, you're going to be looking,and you're going to want to add certain metrics to your view that are,different than a traffic campaign, because your objective is different.,And same thing with the conversion campaigns.,If you're doing a conversion campaign, let's say for an e-commerce store,where you're trying to send traffic to the website so that they can convert.,You're definitely going to be looking at metrics like the purchase,value or the return on ad spend.,But for lead generation campaign, we're diff we're looking at different metrics.,Yes.,We're going to be looking at metrics that are really similar, especially in,the upper funnel, like the click-through rate or the impressions, but some metrics,lower down the funnel, are going to be a little bit different because here we're,probably optimizing for the lowest cost per lead, especially if it's an event.,So I just wanted to mention that before we go and start adding those metrics.,So now to add are important numbers or metrics to review we're going to,click right here on columns, and we're going to want to click on customized,columns, but if you see above here.,Those are all I guess, templates that are already made for you, which,will add certain metrics to review.,Now we're not going to explore all of these in this video, but,if ever you want to see some of the pre-made I guess, templates,,this is where you could find them.,We're going to click on customize columns to create our own view.,Now, what you see on the left are all the metrics that you can,potentially add to your view.,On the right.,Those are all the metrics that you currently have in your view and you,can always just remove them or order them just by clicking it and dragging.,And the X button is obviously to remove them.,If you don't see a metric that you'd like to add to your view, there's also,an option to create a custom metric.,So you can just click that and then create your own metric, which is pretty cool.,But I won't be covering that in this video.,Now, what we're going to do is we're actually going to start with some metrics,that are a little bit higher in funnel.,And then I'll talk about some other metrics that are probably middle,funnel and then lower funnel.,So the first one that I want to add to my view is actually the click through rate.,And the click-through rate.,I won't actually add the CTRL.,You can add that to your view, but the one that I really like to see is the,CTR, but the link click-through rate, the reason for that is because if I add this,one, well, if someone clicks a comment or someone clicks a picture or any sort,of clicks, that's what we're going to.,That's what Facebook would count as a click.,And I only want to see the CTR for the people that are,actually clicking on the link.,So I'm going to be choosing this one here.,CTR link click through rate.,The next thing I want to add to my view is a CPM.,So CPM stands for cost per thousand impressions.,And the reason I want to add this to my view is especially if one ad or ad,set, isn't really getting conversions or results, I'll be able to see how much,I'm paying for a thousand impression.,And since I've been doing this for a long time, I know how much or about,how much I should pay for a thousand impressions for a certain industry.,So that's why I always like to add CPM to my view, now, another,one that I'll add is a CPC a little bit like the click through rate,I don't like to add the CPC all.,You can definitely add it to your view, but what I personally prefer,looking at is a CPC, but the cost per link click for the same reason,,I choose a CTR for link clicks.,The other metric I want to add to the view is the frequency.,So the frequency, I'll talk a little bit more about this one later, but this,is actually what tells you the average number of times each person saw your ad.,And the reason I want to add the frequency is because usually I,find that when the frequency hits a specific ratio, It also increase my,cost per result, which I don't want.,So that's why I always like to keep a close eye on the frequency.,Now that our custom column is there.,We can actually start analyzing the campaign.,Now, I just want to mention that I'm actually not the person that created,this campaign or manage this campaign.,So I'm just simply reviewing the data with you guys.,So let's start on the campaign level.,So I will obviously, going to take a look at the results.,When I'm looking and analyzing my data on the campaign level, it's,more of a high-level overview of how my campaign is performing.,Right.,Cause I can't really make too many modifications on the campaign level.,That's all done on the ad set and on the ads level, but I'll take a look,at the results and see, oh, perfect.,Were we got 430 results, uh, here's my reach.,Here's how many impressions I've got and my cost per result.,So again, before launching the campaign, I should have a good idea of what,am I willing to pay for that lead.,Some industry are going actually going to be willing to pay, let's say 20,or 30 or $40 for the lead, but for some other industry, especially if,it's like, let's say a free event.,Well, you definitely don't want to be spending 20 or $30 for the lead.,You're going to want to probably pay something way lower than that.,Because again, it's something free.,You're not earning something for every time you get a lead.,So this is why you got to know these numbers before you start,advertising, but then I'll keep scrolling and keep taking a look.,And again, it's really just a high level view of how it's,currently performing after that.,What I'll do is I'll go on the ad set.,So in these ad sets right now, we have three different ad sets.,If I go all the way to the left, I just want to mention that these,ad sets actually all use the same audiences in case you're,wondering what is the PP or no PP.,It actually stands for people.,So they are describing if some of the ads have actual image of people or not.,So we're going to get and see that once we get to the ad section.,But I just want to mention that to you.,So the first thing I'll look as the result, right.,Seeing.,Okay.,Well, which of these campaigns are generating more results.,So obviously this one right here, all site visitors, PP is definitely generating,a lot more results than the other one.,And if I were only to look at that, I would probably pause the other ones.,Right?,But that's why it's also important to keep scrolling and keep looking,at the rest of the results.,Take a look at the impressions and also take a look at the cost per result.,So what's happening right now is that this first ad set.,Is getting a lot more leads, but if you look at how much they're paying compared,to these other ad sets, they're actually, you're actually paying a little bit more.,Now.,It's not a crazy amount.,Like there's not a huge, huge gap between let's say this one,and the a dollar and 17 cents.,But it's still definitely something to take a look at, because just,based on seeing the cost per result and the results, I would definitely,not pause this ad set now because as I can see, it's generating a,cost per result of a dollar and 17.,Now what I usually do, and if I were to create a campaign like that, and,because at this point what the person that created that probably tried to do is,testing and when I'm testing and I'm not sure of something I always like to use.,Ad set budget optimization and not campaign budget optimization.,Not so now this campaign, when it was created, if I click edit, you'll see,that they are using campaign budget optimization it's on, but when you,leave it off, you can actually control,how much money you're going to be spending in each ad set and most likely.,And I think what kind of happened here is that they check to CBO.,That means that Facebook now had the choice and the option to spend their,money on whatever ad set that they wish and whatever ad set that they want.,But when you do that, you potentially are spending less money on some,other ad sets that could potentially perform better than another ad set,and that's kind of like what happened here.,So as you can see, we've only spent $26, but this one spent $369.,So what I'd like to do is control how much money I'm going to,be spending in each ad set.,And as a general rule, usually from what I see, you need at least 50 events to,start seeing a drop in cost per result.,And 50 events could mean a lead.,It could be a purchase that is just like what Facebook says in their,documentation that after 50 events you can start seeing it normalized or,actually see a drop in cost per result which this one was only at 23 results.,And if we would have used maybe someting like ABO, maybe we could,have actually seen more results for whatever the daily budget was.,If we would have set it to ABO, that is just an idea.,Um, potentially we would actually end up with the same results, but,from what I've seen, and from my experience, I like to set it up as ABO,when I'm first launching a campaign.,Now I don't want to spend too much time on campaign structure, but the second,thing that I see here, and I took a look at all these different ad sets,is that they're actually all the same.,What I personally like doing is creating different ad sets and then,having the same ads or depending on the ad sets, having pretty similar ads,so that I can only have one variable.,So if ever one ad set is performing better than the other one.,I'll know that it's because of the audience and not the ads, but,here it's more of a ad variable.,So they're using all the same ad sets and then they're using different ads,in each ad sets, which I guess could be good for testing and seeing which,ads are going to be performing better.,But I usually like, and start with the audience and then I use the same,ads, but maybe that's just more of a preference, but let's keep taking,a look at it here so I can see.,That obviously this one got more results, but it has a higher cost,per result, but it also has a lot more impressions and reach.,So let's actually take a look and see why does this ad set?,Like, why is this ad set is performing better than other ad sets?,And you did give the option to Facebook to use that budget for whatever ad set.,And why did it decide to actually spend the money on this ad set,when they're all the same audience?,So let's take a look actually at the ads now.,So I'm going to check this one and go to the ad level.,And if I look at all the ads, there is a lot of ads.,Now, if I look at another ad set, let's see, uh, this one right here.,Let's take a look and see, right.,Could that be it?,Could that actually, the reason why Facebook is spending and got more,leads with the first ad set is just because that ad set had a advantage,,it just had way more and more ads.,So then if you're giving more ads to Facebook, Facebook has like, I guess,,More weapons to go to battle with,. They have so many different variables and formats that they can potentially,use to try to find someone that would potentially convert and become a lead.,So that could potentially be one of the reason why the first ad,set is actually performing better.,And it's just because.,We gave it more information and more content so that Facebook can use that,and decide which one they want to take.,And which one do they think that a certain person would like to see.,So if we're not doing the same thing with potentially another ad, that could,potentially be the reason why it won't spend as much and potentially also not,get as good results, but let's keep analyzing things on the ad set level.,So I'm going to keep scrolling,and I actually really want to take a look at the frequency.,So the frequency and the reason why it's really important to,look at it on the ad set level.,Now keep in mind that this ad or this campaign wasn't running for too long,,but if you're running a campaign for at least a month or over a month,,you're going to see some times if you're not frequently changing,the ad your frequency going up.,And if it does go up, you could actually encounter something,that is called ad fatigue.,And that's when users are just tired of seeing the same ad and yeah, they,get annoyed and that could actually increase your cost per result.,And it is something that a lot of advertising are noticing.,That's why it's really important to keep a close eye on the frequency and a,good rule for the frequency is whenever it goes over two, take a look at it.,So you can actually use the inspect tool and take a look and see if,it increased the cost per result.,But it's good to look at the frequency on the ad set, but also on the ad level.,And usually what I'll see is on the ad set level, if ever I'm,using a retargeting audience.,So retargeting everyone that has been to a specific page on my website,,especially with iOS, I found that these audiences got a lot smaller and if,I have a really high budget, I could have maybe 20 ads in that ad set.,But if that audience is small and I have a high budget, that budget might actually,be a little bit too big for this audience.,And that's what the frequency is high.,And it's not a question of changing the ads.,It's just that the audience is potentially a little bit too,small or the budget is too big.,That's also why I like to use ad set budget optimization,when I'm starting in learning.,And it's just because I could control and potentially lower the budget.,If I see the frequency is a little bit too high on the ad set level.,So that is in terms of the frequency and that's how I would look at these metrics,,uh, when analyzing the ad sets level.,Now there's other things that you could look at, but that is how I would,go at, I guess, analyzing it without spending too much time doing it.,So let's take a look at the ads now.,So the first thing I noticed when I took a look at this ad is that mean,,this one here got all the leads.,And if I look at it, I'm pretty sure it's the same ad.,So this one compared to this one and I love the test they made because it's,basically the same thing, but I think they just used a different background color.,So this just tells you, and from what I'm seeing here is that it's only just the,color and I mean, they flip, the like the images on the other side on this one,,but if I were to manage this, I would, what I would probably do is pause this ad.,Now use the same ad and try to potentially add other images or other texts and,based just on the data that I can see here, it's probably because the white,really looks good when someone is scrolling on, let's say Facebook, it,kind of like matches with the platform.,And that could potentially be one of the reason that the ad with the,white background is performing better.,But I would look at this.,And see, how can I create something like that?,That is potentially a little bit better, but using maybe the same colors.,And then I would launch that ad and see if it's actually,performing better than this one.,So that's what I would do with this ad set.,Now let's go back to the ad set level.,And let's use this one.,So I'll site visitors general, no pep.,So this one is again the same, same audience, but instead of,showing a face of an actual person, they're just showing the ad.,And if we take a look at here, so this one got, uh, the lower,one, got a lot more results.,So let's click on view chart and see what's going on.,Okay. So that's the image.,Take a look at the other one.,So it's pretty much the same thing.,I'm not sure if I'm seeing big difference.,So it's more of the positioning.,So there's something with where they position, the information, and for,whatever reason they prefer this one.,And if I open it again, I think the logo is bigger here.,Hmm, I think it could be the logo.,So you can still see the logo here, but it's almost like hidden in the background.,So that could be it.,Honestly, if you would show me this, I think it looks different than a logo.,So just based on what I'm seeing here, I think there has to be with,something with the audience that this specific campaign is targeting.,They potentially already know the logo.,And when they're seeing this ad, they can see the full logo and it isn't,being cut out or the other one kind of blends in with the background.,And I think that could potentially be it because again, this audience,is familiar with this event and when they see the logo, they recognize it.,But when it's blended as the background, they potentially, they might not see it.,So I think that could be one of the reasons why uh, this ad,performed better than the other ad, but again, it's just an opinion.,We would have to test that out by creating another ad that truly,shows the logo inside the ad.,So, so analyzing the ads of the last ad set, that's actually the,one where all the action happens.,So let's take a look at that together.,And if I just scroll down here, I can see that this ad,definitely got a lot of results.,And if we keep looking here this one as well, and just by looking at this,,I think what's going on here is that the community, that the Measure Master,community, we're all really data driven.,Right.,And a lot of us love to learn about technical things.,And I know that Simo is really all about that.,So I personally think that the reason why this ad potentially perform,better than some other ads is with the featured image we have here of Simo.,So what I would do and how I would improve, uh, this campaign and, or,sorry, this ad set and these ads and an ad set is by creating another ad,with him as the front of the ad and try different things.,And, and I've seen in another ad set that a white background,potentially performs better.,So maybe it would actually be a good idea to just honestly do the same ad, maybe,flip the image here and put the Measure Summit on the other side and maybe do a,white background and see if that could potentially decrease the cost per result,and just get us more leads overall,and the last thing that I would recommend you to look.,And when you're analyzing things on the ads level is the frequency.,So this campaign wasn't running for too long, so the frequency won't be so high.,And especially in this ad set, because there's a lot of ads,,I'd be really surprised to see a frequency of 2.5 or over.,And if I see a frequency of two or 2.5 or even anything higher, I would take a look,and see when that frequency got to 2.5 or two, did it increase the cost per result?,And if it's still, if it's still performing really well and giving us,a lot of leads, then don't pause it.,But if it's becoming to a point that, oh, well, if I look at all time, this,ad is our winner, but in the last seven days or even 14 days, while the,frequency got way higher, and then it also started increasing the cost,per result to the point that now it's actually more expensive than other ads,,well, I'll actually do is potentially pause this ad or grab that same,ad, but change a few things in the ad so that it's not just the same,,same image and same ad for the user.,So it's really thinking about the user and think about it whenever,you're going on YouTube or Facebook.,And you're constantly seeing the same ads, it's annoying, right?,They're just like you they're humans too.,They don't like seeing the same thing over and over.,So to kind of recap this video so that, you can kind of consume it.,And after that go ads manager and kind of apply what you've learned and,how I'm personally analyzing things is that it's all about being able,to come up and generate new ideas.,So take a look at an ad set, take a look at the audience.,And see, okay, well, this one is performing well, can I try, uh, an,interest based audience or something that is kind of similar to that audience,,but not the exact same thing and test it out and you got to test it out.,And then after that, being able to do the same thing that we did today,and analyze it and look at the data,and see if it was a good idea.,And sometimes you're going to have good idea.,Sometimes you're going to have not bad ideas, but your ideas won't just,turn out to, uh, give you the results you wanted and that's totally normal.,And the same thing with ads, it's all about looking at what's currently working.,Generate new ideas, having a team or either doing yourself and being,able to implement these ideas and actually launching them pretty fast.,And then after that, just looking at the data and see if it worked or not.,And it's really all about that.,And as long as you keep doing that, you might actually start with not,the greatest results, but, but as you keep repeating this process and it's,like a circle in the loop, eventually you're going to end up with some,really good results with Facebook ads.,All right.,Thanks Cedric for this great explanation.,If this video helped you out, give it a thumbs up and I also quickly,wanted to let you know about Measure Summit, which is coming up very soon.,We have over 20 speakers talking all about measurement.,So don't miss out and get your free tickets right over here or,also, there's a link in the description down below.,Now.,My name is Julian, till next time.
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