The commitment rate metric a measure of engagement rate of your ad in relation to the commitment of similar advertisements broadcast on the same target. The Conversion rate ranking a measure of conversion rates in comparisons to advertisements with the same objectives, and the same audiences. To improve your index, Facebook advises to improve your targeting gain in precision or quality with similar audiences and or improve your advertising clearer text, image that attracts more attention, etc. in order to ” increase positive feedback. Here is a scenario to better understand 1 Relevance index of 210 The audience you are targeting is too large men and women while you are selling women’s handbags! Your advertising will not be relevant to a lot of people. In addition, your image is blurry …

Relevance index of 510 You have better defined your audience. Your image is less blurry. The message is clearer, but lacks a clear call to action. There will be less negative feedback, but not enough positive feedback. 3 Relevance index of 810 The audience is even more defined. You are targeting women interested in the fashion industry. The message is clearer and this time contains a Georgia WhatsApp Number List well-defined call to action. Good game ! All this to tell you that the quality and relevance of your advertising, measured by the relevance index and soon 3 new indicators influence its distribution cost. Indeed, if your advertising is relevant to your audience, Facebook will broadcast it as a priority and you will pay less per click because the CPM – cost per thousand impressions – will be lower.

How Does Facebook Calculate The Total Value Of An Ad?

Depending on the campaigns you run, you will have very different results. We can see in my example that my advertisements were shown more on desktop than on mobile. Facebook quickly realized that this is the placement that earns me the most, so my ads ran more on the desktop than on my mobile. However, most of the time, I see the opposite more broadcasting on mobile than on desktop…. Each scenario is different. 5 The choice of the objective and the optimization of distribution The cost to serve CPM of your ads and cost per click CPC also vary depending on the campaign objective you choose and your ad serving optimizations. If we measure the CPC, we know that it will vary depending on the campaign objective.

It will logically be lower for a campaign with the objective of traffic since Facebook searches for the users most likely to click on your ad. As you can see, conversions and traffic campaigns offer the lowest CPC. Then there are also more advanced settings that you can configure within your ad set, such as optimization for your ad serving. So what is ad serving optimization? Facebook lets you choose how you want your ads to appear. This is one of the more complex aspects of Facebook advertising that I have taken the longest to figure out, so I won’t go into too much detail. Concretely, the way you deliver your ads will affect the people in your target audience who see or don’t see your ads . And so it will directly influence your costs.

Calculate The Total Value?

Choosing the right audience to optimize costs is in itself very difficult because still other criteria influence the cost to reach this audience, including age and gender. Look, CPC still varies with age, according to AdEspresso studies. To finish on audiences, know that currently, Facebook works better with broad targeting. We must therefore avoid over-targeting an audience by adding too many socio-demographic and behavioral criteria. To find larger and more qualified audiences at the same time, I strongly recommend that you create similar audiences . These are audiences that you build from a client file or from your website traffic in particular readers of your blog, buyers, visitors to your product pages.

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