Below are the main points of lessons that I've got in Facebook Blueprint Course.
- If you've created Facebook ads, you can edit to improve the ads at any time.
For examples :
a. You've create the ads and run it for few days, but don't meet your expectation. You can perform improvement like copywriting, maybe there is a typo, etc.
b. You've run the ads for several days, and you find that your ads gets a lot of engagement. You can improve the ad and make the call-to-action stronger so that the closing increases.
c. You found that the ads meet your expectation, so you decide to extend the ads duration.
- Once you edit the ads, it goes through the review process again.
- If you turn organic post to paid post by boosting a post, you will not be able to edit the ads text or image. You are able to edit the audience, budget, and duration.
There is a way if you really want to edit the copywriting (ads text) or change the image, you can recreate it as a new post, finally you can boost that post.
- Beside edit the ads, you can also pause, resume, and delete the ad.
Pause the ad stops the ad spend.
- You can overview your ads' performance in Ad center.
- There is a section in Ad center namely "view result" to see how your ads perform.
- Once you created and published the ad, Facebook system perform approval process (approximately takes less than 24 hours).
You can read and study "ad policies" to learn more about the approval process.
- You can browse the result by clicking Ad Center menu on your business page. The location is at the top of your page.
- First dashboard when you clicked Ad Center tab is brief summary of your recent ad activity, like people reached, etc.
Summary : you can utilize Ad Center to manage audiences, make changes your ads, and monitor the ad's performance.
- People reached : the number of people who saw your ads at least once.
- Impression : The number of times your ads were on screen. The essence is the same as people reach, but includes multiple views of your ads by the same people.
- Post engagement : total number of actions that people take involving your ads, such as like, share, comment.
- Link clicks : the number of clicks on links within the ad that led to destinations.
- There are list of ads. If you want to see the result one of them, just click view results button next to the ad.
- At the view results screen, you can view a number of metrics. It will vary based on your ad objective you select when you created your ad.
- In Performance section, you can observe some metrics such as people reach, link clicks, cpc (cost per click), and activity.
- In Details section, you can observe your ad's status, ad's objective, and daily budget.
- In Preview section, you can see your ad as it appears to your audience.
- In audience section, you can see data visualizations of your audience demographics.
- An audience section comprises people, placement, and locations.
The people tab contains breakdown of your audience by gender and age.
The placements tab shows your ad's location.
The location tab shows your audience is coming from.
Summary
The view results screen contains the data you need to make decisions about your ads.
- The key thing in Facebook ads -> evaluate ad metrics against campaign's objectives, then identify ways to improve the ad's performance.
- The second key thing in FB ads -> connect metrics to what you want your ad to do.
The relation of ad objective and metric:
1. Boost post, the metric is post engagement.
Post engagement : the total number of actions that people take involving your ads.
Post engagement indicates that your ads are relevant to your audience.
2. Promote page, the metric : page likes
Page likes is the number of likes of your page.
It counts both likes that happened directly on the page and likes from likes button in your ad.
3. Get more leads, the metrics : leads
Leads : the number of form responses submitted after people clicked on an ad that includes a form.
4. Get more website visitors, the metrics : link clicks
Link clicks : the number of clicks on links within the ad that led to destinations.
Destination examples:
- Website / Landing Page
- App stores
- Click to call
- Click to message
- Facebook lead forms
- Facebook Marketplace
- Facebook canvas
- Video hosted by another website, such as Youtube, etc.
- etc.
5. Get more website purchases, the metric: website purchases
Website purchases can be tracked via Facebook Pixel. The event name is "Purchase".
6. Promote your business locally, the metrics : people reached.
You can check the number of people reached in the link clicks metrics, especially at maps/direction.
You can compare the number of people reached vs the number of people who visit your local business location.
7. Promote your CTA button, the metric : link clicks
- There are many factors that can influence your ad's success, they are ad's goal, ad's duration, budget, setting the audiences, copywriting, etc.
- Once you've run your campaign, you can check the performance.
The best practice :
Examine your campaign's objective, compare it against the appropriate metrics, and answer the question "is your campaign helping you achieve the objectives?
If you don't meet your expectation, you can edit the ads, pause the ads, or create the new one.
Perform the test and iteration until you achieve the goal.
- Go to Ad center by clicking the menu at the top of your business page.
- Click "view result" next to the ad you want to examine.
- In the view result screen, click the edit tab.
- You can edit audience, budget, and duration there.
- Finally you can edit the creative, such as ad's text, image, video, headline.
- You can also edit objective-specific choices, for examples:
If your objective is Website visitors, you can edit the URL (your landing page URL).
- Finally, click save changes if you've already confirmed.
- Once you click save changes, your ads will be reviewed again.
How to edit and improve your Facebook Ads?
- If you've created Facebook ads, you can edit to improve the ads at any time.
For examples :
a. You've create the ads and run it for few days, but don't meet your expectation. You can perform improvement like copywriting, maybe there is a typo, etc.
b. You've run the ads for several days, and you find that your ads gets a lot of engagement. You can improve the ad and make the call-to-action stronger so that the closing increases.
c. You found that the ads meet your expectation, so you decide to extend the ads duration.
- Once you edit the ads, it goes through the review process again.
- If you turn organic post to paid post by boosting a post, you will not be able to edit the ads text or image. You are able to edit the audience, budget, and duration.
There is a way if you really want to edit the copywriting (ads text) or change the image, you can recreate it as a new post, finally you can boost that post.
- Beside edit the ads, you can also pause, resume, and delete the ad.
Pause the ad stops the ad spend.
Ad centre
- You can overview your ads' performance in Ad center.
- There is a section in Ad center namely "view result" to see how your ads perform.
- Once you created and published the ad, Facebook system perform approval process (approximately takes less than 24 hours).
You can read and study "ad policies" to learn more about the approval process.
- You can browse the result by clicking Ad Center menu on your business page. The location is at the top of your page.
- First dashboard when you clicked Ad Center tab is brief summary of your recent ad activity, like people reached, etc.
Summary : you can utilize Ad Center to manage audiences, make changes your ads, and monitor the ad's performance.
The jargon and it's meaning
- People reached : the number of people who saw your ads at least once.
- Impression : The number of times your ads were on screen. The essence is the same as people reach, but includes multiple views of your ads by the same people.
- Post engagement : total number of actions that people take involving your ads, such as like, share, comment.
- Link clicks : the number of clicks on links within the ad that led to destinations.
Ad metrics and view the ads result
- There are list of ads. If you want to see the result one of them, just click view results button next to the ad.
- At the view results screen, you can view a number of metrics. It will vary based on your ad objective you select when you created your ad.
- In Performance section, you can observe some metrics such as people reach, link clicks, cpc (cost per click), and activity.
- In Details section, you can observe your ad's status, ad's objective, and daily budget.
- In Preview section, you can see your ad as it appears to your audience.
- In audience section, you can see data visualizations of your audience demographics.
- An audience section comprises people, placement, and locations.
The people tab contains breakdown of your audience by gender and age.
The placements tab shows your ad's location.
The location tab shows your audience is coming from.
Summary
The view results screen contains the data you need to make decisions about your ads.
How to interpret your Facebook ad's result?
- The key thing in Facebook ads -> evaluate ad metrics against campaign's objectives, then identify ways to improve the ad's performance.
- The second key thing in FB ads -> connect metrics to what you want your ad to do.
The relation of ad objective and metric:
 |
| Source: Facebook Blueprint Course |
1. Boost post, the metric is post engagement.
Post engagement : the total number of actions that people take involving your ads.
Post engagement indicates that your ads are relevant to your audience.
2. Promote page, the metric : page likes
Page likes is the number of likes of your page.
It counts both likes that happened directly on the page and likes from likes button in your ad.
3. Get more leads, the metrics : leads
Leads : the number of form responses submitted after people clicked on an ad that includes a form.
4. Get more website visitors, the metrics : link clicks
Link clicks : the number of clicks on links within the ad that led to destinations.
Destination examples:
- Website / Landing Page
- App stores
- Click to call
- Click to message
- Facebook lead forms
- Facebook Marketplace
- Facebook canvas
- Video hosted by another website, such as Youtube, etc.
- etc.
5. Get more website purchases, the metric: website purchases
Website purchases can be tracked via Facebook Pixel. The event name is "Purchase".
6. Promote your business locally, the metrics : people reached.
You can check the number of people reached in the link clicks metrics, especially at maps/direction.
You can compare the number of people reached vs the number of people who visit your local business location.
7. Promote your CTA button, the metric : link clicks
Success factors
- There are many factors that can influence your ad's success, they are ad's goal, ad's duration, budget, setting the audiences, copywriting, etc.
- Once you've run your campaign, you can check the performance.
The best practice :
Examine your campaign's objective, compare it against the appropriate metrics, and answer the question "is your campaign helping you achieve the objectives?
If you don't meet your expectation, you can edit the ads, pause the ads, or create the new one.
Perform the test and iteration until you achieve the goal.
Step to edit your current Facebook Ads
- Go to Ad center by clicking the menu at the top of your business page.
- Click "view result" next to the ad you want to examine.
- In the view result screen, click the edit tab.
- You can edit audience, budget, and duration there.
- Finally you can edit the creative, such as ad's text, image, video, headline.
- You can also edit objective-specific choices, for examples:
If your objective is Website visitors, you can edit the URL (your landing page URL).
- Finally, click save changes if you've already confirmed.
- Once you click save changes, your ads will be reviewed again.
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The previous notes : How to build the audiences for FB Ads?
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