Page 8 - Payout Magazine Online Volume 8.8

Facebook ad

metrics that

matter In 2018

ccording to a recent survey, more than Sometimes that impact is negative, and
ahalf of companies using social media sometimes it’s positive.
believe it has had a positive impact on revenue.
Leveraging this tool to your company’s Additionally, the ideal posting frequency for
advantage should be a key element of your one business may not be the same for another.
marketing strategy. Whether that means You need to pay attention to how your followers
partnering with a Facebook advertising agency react when you share a certain volume of posts
or hiring an internal specialist, building a strong in a given period of time. The more you pay
online presence is vital. attention to this metric, the easier it will be to
determine when and how often you should post.
That said, to understand how effective
a campaign is, you need to track the right relevance score
metrics. The following are particularly worth
focusing on: Facebook helps marketers design stronger
content by assigning a Relevance Score to ads
Length of video views on a scale from one to 10. Facebook evaluates
several factors to determine the score; at first,
A recent report from Cisco indicates that the rating merely indicates how successful
video will account for 82% of all web traffic Facebook predicts an ad will be. As more
by 2021. Customers already expect brands to users interact with the ad, the number adjusts
use video as a means of promoting marketing accordingly.
content in a dynamic way.
Paying attention to this metric helps
That’s why you need to track how much marketers easily identify what types of content
time people are actually spending viewing your work on social media, and what types don’t.
videos. Simply tracking views isn’t enough.
Conversion rate
On Facebook, a video is considered
“viewed” if it plays on a user’s screen for three Most social marketing content will link a
or more seconds. The problem is, videos often customer back to your site, where they can
autoplay in Facebook feeds. Thus, you can’t make a purchase, register for a service, or take
say for sure that a view corresponds to a user some other form of action. Simply tracking how
actually watching the majority of the video. By many clicks an ad receives won’t let you know
tracking how long they’re watching your video, whether it’s effective at boosting revenue. To
you get a better sense of whether users are truly determine its strength, you also need to
truly engaging with your brand. be tracking conversions.

volume of Posts Keeping an eye on these metrics is key
to leveraging social media to its full potential.
This is a metric you can track to refine a Marketers who pay close attention to a
campaign. The simple fact is, every single campaign’s performance are better-equipped
time you post on social media has an impact to design campaigns that succeed on all social
on how your followers perceive your brand. media platforms.

8 PayOutMagazine