If your goal is to drive traffic to your website (with no underlying goal), you will measure the success of your campaign by analyzing click volume and cost per link click (CPC). If your goal is to generate sales on an ongoing basis, you will measure the success of your campaign by analyzing sales volume, cost per purchase, and ROAS (return on advertising investment). If your goal is to generate leads, you will measure the success of your campaign by analyzing lead volume, cost per lead and, in some cases, ROAS if you are selling any offer online through a tunnel. of sale. Now that we’ve discussed KPIs, let’s take a look at how to spot the impact of ad fatigue on your Facebook and Instagram ad performance. First, define a longer or shorter period over which you will gauge any effect of advertising fatigue.
This period will depend on your buying cycle. If the buying cycle is long, analyze your performance over a period of 10 to 20 days maximum (e.g. sale of a product that is expensive and requires a long time to think about it) If the Bhutan Email List buying cycle is short, analyze the performance over a period of 7 to 10 days (e.g. the purchase of a commodity – clothing, shoes, fashion accessories, etc.). To observe how the number of conversions has changed over a period of time, I like to look at the charts for a targeted audience and see if an increase in repetition causes the number of conversions to drop. As you can see, increasing repetition doesn’t seem to slow down the number of conversions.
If the buying cycle is long, analyze your performance
You can see that we generated 81 purchases over a 7 day period, for an average of 12 purchases per day. But, we can go further and analyze day after day: The evolution of CTR The evolution of the cost per purchase The evolution of CPM and CPC The evolution of ROAS Here is how to do it. Go to your Ads Manager and select a 7 day period. Do this analysis for each set of ads in your campaign and click on the “Breakdown” button, then “By hour” and “Day”. The results for a set of ads should look like this! No panics. You will simply watch day after day if you see any decrease or increase in the following indicators: Does the click-through rate drop 3 days in a row?
Is the cost per result increasing day by day? Does the ROAS decrease over the days? If you answered “no” to each of these questions, you do not have symptoms of advertising fatigue … as is the case in this example. After all, the repeat is “only” 2 in a 7 day period, which is far from alarming. If you see a drop in click-through rate, an increase in costs per result and a decrease in ROAS, you are surely facing the phenomenon of advertising fatigue that I described to you. Don’t worry, I’ll show you how to fix it later in this article. Note: You can do this analysis at both the ad set and ad set level, especially if you have many active ads per ad set. Are your Facebook advertising campaigns perfectly optimized ?
Is the cost per result increasing day by day?
Let’s talk 30 minutes on the phone Our team analyzes the status of your campaigns based on 7 criteria You receive strategic recommendations with the 5 most urgent areas for improvement to optimize your spending BOOK A CALL 1) Combat ad fatigue by posting new ads It is obvious ! The first way to combat ad fatigue is to simply run new ads. Personally, I apply the following method on every ad account I manage: Let a large number of ads run continuously in an ad set (say 5 or 6 ads), which increases the chances that targeted people will see different ads over time Refresh ads on a regular basis (e.g. every 10 days), while eliminating ads that generate fewer clicks and conversions Take my advertising account.