The current digital space is brimming with all types of data. Therefore, an in-depth analysis is necessary in the case of all digital strategies. Having said that – everyone knows the use of social media for professional reasons has grown exponentially in the last few years.
From creating a demand for a particular product or service to taking care of the after-sales services – social media is very much part of a typical customer decision journey – especially in this time and age.
Today, marketers keep aside 50% of their spends to perform social media activities and run campaigns every year – a move that makes or breaks any marketing strategy given the kind of competition is around.
A study by Kenshoo reveals it is because of this aggressive social advertising that click-through rates have grown 64%. The same research notes that product listing ads are establishing their importance to paid search marketers, jumping to 26% of all search impressions from only 8% a year ago.
The way social advertisements are analyzed has obviously changed. More focus is now on adapting to changes in bidding strategies that focus on a small quantity of more targeted clicks that drive downstream actions rather than just engagement.
With the analytics getting complicated by the minute and competition tougher, it is important to be able to find the right data, at the right time and through the right medium to better the social strategies.
So if you want to uncover the best of the best performing advertisement online, here are the metrics you should study or keep in mind:
1. PPC to send people to a blog post with an ad
Facebook is essentially used to drive people to another link, such as blog site. If you have the Facebook pixel on the page, then it can be helpful in retargeting people who haven’t shared any details with you through any medium.
The ads with uploaded email lists are your best-performing, least expensive ones because, that way, you know who to send the link to and retarget – even though you might have to pay to be able to get the desired results.
2. Image testing is important
According to a study by Customer Acquisition, images are responsible for more than 75% of ad performance on the social platform. Therefore, it is important to use the most dynamic images possible.
If you are using 10 to 15 images with the same ad copy against one audience, your ad will work phenomenally well. If you want to be sure shot of the results, boost each ad with a small budget such as INR 600 to a large audience. This way you will have more performance data to look at.
3. 20% rule on Facebook
As per this, FB creatives with too much text on them are rejected by the social platform- stopping the ad from reaching the target audience. The rule was added years ago with a motive to protect and control the quality of user experience and the look ‘n’ feel of the timeline.
And honestly speaking, it did! Facebook successfully stopped businesses from using text-oriented images and literally forced them to get more creative! And even though this rule is in the process of getting removed from Facebook, it is best to maintain a high quality of advertisements to avoid coming under the radar of the platform for all the wrong reasons.
Here’s how you can easily track the performance of all your Facebook as well as Instagram campaigns on Adalyz:
1. Follower growth
It is a simple metric but it surely tells which ad gathered maximum attention of the audience. If your ad has achieved a commendable fan base, it means the quality of the photos or videos was top notch and worth a “follow”.
2. Click-through rate
Put the link in Bio. But since Google Analytics might not be able to track the link, it is best to get a bit.ly link to be able to determine how many Instagram users came to your web destination.
Adalyz also offers you data on placement of your Instagram advertisement, the impressions it creates and the amount you have spent on it so far:
Tracking the performance of Google ads is easy. You can know what happens after a customer clicks on your ads – whether or not they purchased a product, signed up for your newsletter or downloaded your app. Basically, anything and everything is trackable.
Analyze and optimize Adwords has always been a challenge for many marketers. While some are able to identify the ones that will work the best for their business, they aren’t able to fully understand the data offered by the analytics. Adalyz, on the other hand, makes it easier for marketers to monitor their Adwords campaign.
From impact, engagement to the spend so far, it tracks all data easily and offers it on an easy-to-understand intuitive dashboard. The report of this campaign can also be shared with your team for better campaign strategising.
1. Clickthrough rate
Google Adwords is a pay-per-click service – which means that it enables you to track the success of business ads. You can calculate the ROI of ads against business goals to gauge which ad performed the best. Measure the key statistics to know what is working for your business and use that information to refine your future campaigns.
2. Conversion rate
You can calculate this metric to by dividing the total number of conversions by the number of ad clicks you received during the same time period. This will help you get an idea about the traffic you get to lead to a meaningful transaction.
USING ADALYZ AD GROUPS
Adalyz is a powerful tool to track and report Facebook, AdWords and Instagram campaigns in one unified dashboard. One of the smartest features is the “ad groups” which allows the user to keep track of current spend or CTR or Reach by putting all running or active ad campaigns under one roof. It helps you identify the performing and non-performing ads in a campaign in seconds!
Imagine all of your campaign data – all the ads across the different social channels under one folder. Yes, that’s how easy it would be to monitor all your campaign related data, and optimize it for higher results.
Get yourself the smart analytics and reporting tool for higher performing campaigns today.
Start your Adalyz FREE trial today or contact us to know how we can help you better!