December 12, 2019
How To Setup Your Facebook Ads Columns For Better eCommerce Campaigns

How To Setup Your Facebook Ads Columns For Better eCommerce Campaigns


– [Andy] Hi, it’s Andy
here, from the Gragency.com. And today I really wanted to share with you my Facebook
ad’s reporting columns and how I set these up so that I can really
monitor my campaign KPIs. May sound a little bit
boring, but don’t worry, throughout this you’re gonna
realize why I’m using this and why I like to set it up in this way to give me the best satellite
view of my campaigns. So, we’re gonna start off. We’re in Ads manager here
and we’re gonna go over to the right side of the screen and what we’re gonna do
is we’re gonna come down to Customize Columns. I’m just gonna get rid of these, because I’ve already built these, and I’m gonna walk you
through step-by-step. Why I like to set things up in
this way and how I set it up, so I hope you find it useful. We’re gonna start off and we need to know just how much money we’re actually spending on our campaign, so I wanna know my campaign Budget. I like to have that set up and I also like to have
the Budget Remaining. This is gonna become more
important when we start to use Campaign Budget Optimization. If you haven’t checked out
the information regarding CBO, there’s a blog post on it
for you to have a look at. The next thing that I really
wanna see is the Amount that my campaigns have spent that day. This gives me a really,
really good understanding of how that campaign is
feeding out and again, for the satellite view, I like to select the Amount
spent as a percentage. Just so I can have that
really, really quick snap of how the campaign’s spending, at different points throughout the day. Moving on from there, I need to know how much it’s
costing me for my advertising. So, how many Impressions I’ve got and what the CPM is for that. So that’s the cost per 1,000 impressions. Again, if I see a super, super high CPM, then I’m gonna start to think about whether the
audience targeting is right, how I can refine that
to bring the costs down because this has a really direct impact on my cost per purchase. If it costs you more
to advertise to people, it’s gonna cost you more
to generate that sale. So that’s something super
important for you to look at. Moving on from there, we’ve looked at how much it’s gonna cost. We wanna know how many
Link clicks we’re getting, cause the dominant focus
for us is driving people to the stores of our clients. So we want to know how many
Link clicks we’re getting We want to know how
much that’s costing us, so the Cost per unique link click. And also again, for that
super quick snapshot, we wanna know our Unique
click-through rates. Again, this gives you a really,
really good understanding of the quality of your content or the quality of your targeting. If you’re seeing really,
really low click-through rates, then you may want to
address is it a copy issue or is it an audience issue? And again, you’ve troubleshooted a part of your campaign super, super quick. So, people have clicked on the link. The next thing that they’re
gonna do is they’re gonna come to our landing, to our webpage. So for that reporting, we want to check out Landing page views. I wanna know how many people
have come to my website and I wanna know how much it’s costing me to drive people to the website. We’ll give you a little bit
more information on that in just a second. So next thing, people
have come to the website. We wanna track their
actions on the website and see how far along the
purchase journey they go, within that one session. So, we’re gonna look at our Content views. I wanna know again, how many
content views did I get? And I wanna know how much it’s costing me for a content view. So, going back to my earlier
point about why I like to track how much it’s costing me, throughout the day I’m setting
boundaries on all of my ads that I’m running so that
I’m looking at the KPIs of what I can afford to
pay for a link click. I wanna know what I can
pay for a content view. And then any campaigns that
are costing me more than what I can pay, I’ll cut them. Because then that allows me to
keep my cost per acquisition at the level that I want, rather than plowing money into campaigns that are either gonna
lower my cost, sorry, increase my cost per purchase
or lower my purchase ROA. So if anything is exceeding
the KPIs I set, I just cut it. Moving on from there. Once people have started to browse the content on the website, the next step within the sales process, for the majority of us,
would be adding to cart. So we wanna see whether
people are just looking at the product or whether
they’re adding to cart. Again, if you see that
there’s a lot of content views and not so many add to carts, you can start to look at
the site functionality and look at ways to
improve people moving along the sales process from
content to add to cart. So we’re gonna fire that up here. Always type that wrong. Those marketers love a
good acronym and yeah, Facebook hasn’t adapted to that just yet. So I wanna know how many
Add to carts I’ve had and I wanna know how much it’s costing us. For some clients, they
actually wanna know the value of the add to carts throughout a day so that then they can start
to really drill down into how much they can spend,
in terms of retargeting to redeem some of that add to
cart value that’s been lost. So here, I’m just gonna
keep it super simple. I wanna know the number of add to carts and I wanna know how much it’s
costing me per add to cart. Again, as a metric throughout the day, I’m cutting campaigns and
ad sets that are exceeding what I’m willing to pay for add to carts. Moving on from there, the next step once people
have added to cart, will be the initiation
of a checkout. (chuckles) Again, a bit of a mouthful. So, I wanna know how many
Checkouts have been initiated and I wanna know how much it’s costing me for a checkout to be initiated. One thing that I really, really
do stress the importance of is creating an automated rule
regarding initiate checkouts. All right, so what we do, we know our client’s campaign metrics, we know roughly how many
initiate checkouts we expect to see to a purchase event. And anything that exceeds that, we have it set up within
every client account that we receive an email
once this ratio is exceeded. So we just get an email
pushed through saying, there’s been six checkouts
initiated without a purchase. And what that allows us
to do is, very quickly, go into the client’s website, we go through the purchase journey, and we track if there’s
any issues on the backend with the completion of a purchase. So, whether the site’s
falling down at this stage or whether it is that we’ve just had a lot of users that are bouncing. In that case, we may look
at running some super fast, accelerated delivery,
initiate checkout retargeting to try to bring back some of
these people to the store. Once we’ve had the initiate checkout, the next thing that I’m gonna look for, and you guys probably will
as well, is Purchases. So, the important metric. How much money people are spending and how many people are
actually buying from your store. So we wanna know the number of Purchases, we wanna know the Value,
how much they’re spending, and we wanna know what it’s
costing us for that purchase. So, once we have those figures together, we also will look for the
return on our ad spend. So, how much money we’ve
spent to get a purchase, how much money they’ve spent. So how profitable are our campaigns. Moving on from there, the final thing that we like to check and just keep an eye on is the Frequency of our campaigns, the
Frequency of our ad sets, and the Frequency of our ads. It’s really, really important that you don’t stress too
much about high frequencies and that you judge frequencies
based on which point of the sales process and ad
campaigns that you’re running. So a dynamic product ad, retargeting people who
have visited the store, you actually want them to
see the ad multiple times because they’ve shown
such high purchase intent that you wanna keep putting
the ad in front of them, tempting them to go to the purchase. Once we’ve finished with all of this, all we’re gonna do is
we’re gonna come down to the bottom left corner,
hit Save as a preset. I like to call it e-com reporting. Within brackets, I put
my attribution window. So for this campaign here, we have a 28-day click and a 1-day view. And once we’ve done that,
we’re just gonna hit Apply. This is just gonna ask me to Replace because I’ve already saved it. And there we go. We can track our campaign from how much it’s costing
us to start advertising, how much money we’ve
put behind the campaign, all the way through to how
many purchases we have, and the most important figure,
the return on ads spent. So, I hope this has been helpful. I will leave a written instruction
of the campaign columns that we like to run with. If you have your own ideas or anything that you
feel like we missed out, then I’d love your feedback. Please drop it in the comments below. If you liked this, please give it a like and give it a share to
another Facebook advertiser or eCommerce store owner who could benefit from this template. So have a great day, guys, and
remember to keep on testing.

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