By now your Facebook ad campaign has been running for a few days. You may have gotten sales or you may not, and that's completely okay. Remember, you're not wasting money on Facebook ads. You're buying data from Facebook and warming up your pixel so that with each day you get better and better at targeting your ads to the right people. In this lesson I'll show you how to make sense of the ad data that you got from your first campaign. Start by logging into the Facebook ads manager.
On this page Facebook shows you data from your recent ad campaign. However, Facebook gathered way more data than you actually see on this page where you want to do is create something called a custom report doing so we'll format the columns on this page. So you'll only see the columns that you really need to pay attention to. After this first campaign to create a custom report, click the columns, drop down menu and scroll all the way down to customize columns.
Now on the right side of this window, you see the columns that are currently shown on your Facebook ads manager page. You can click the six dots to the left of any of these column titles to reorder them in the middle of this window. You see all of your column options clicking on one of these options, adds it to your list of columns on the right and deselecting. These options takes it away from that list of columns on the right. Okay. Rather than watch me click the select and shift around all these columns on the screen, download the custom reports, columns PDF below this lesson.
That report will tell you which columns to add or de-select or reorder so that you have the exact view of data that you need to analyze your Facebook ads. Pause this video, follow those instructions, click apply, and then join me right back here. Okay. Now that you've set up your custom report, it's time to figure out what all of those numbers on the screen are telling you about your Facebook ads, performance and your website's performance.
The first thing you want to look at is cost per result. This data signals how well your ad itself is performing for a view content ad that's aimed at US audiences. anything around 20 cents per result is pretty good. So if your cost per result is under 20 cents per result, you are doing pretty well. People are getting excited about your ad and they're clicking on it. If your cost per result is higher than 20 cents per result, it may be worth editing your ad.
Make sure that you're capturing viewers attention in the first few seconds and make sure your video ad demonstrates the problem and how your product solves your customer's problem. Now you see content views here, but don't get too hung up on this number. Content views change, according to how much you're spending on your ads per day and how many days you're running those ads. For that reason, there really isn't a benchmark that you're aiming for, for content views. However, let's talk about, add to carts, add to cart data signals, how well your product page is performing. Now in this campaign, the expectations are low.
Your pixel is brand new and it's still taking notes on what kind of person goes to your store. It doesn't yet know enough about your store visitors to target people who are likely to add your product to their carts. That said within your first five to seven days of running your ad, it wouldn't be nice to see at least one add to cart. If within five to seven days, you still have zero add to carts, check your product page, make sure it's really easy for customers to see the product photos and make sure your product description is super compelling.
You want customers to read your product description and think, Oh, I want that. As you can see, analyzing your face book ads, data helps you to determine what changes to make to your ads or your product page to keep getting better and better results. After this lesson make a few changes according to the data that you have, and then let your ads run for a few more days, check to see if the changes you made had a positive or negative impact on the metrics we talked about.
Your goal here is to keep your ads running until you get to about 20 add to carts. And once you get to 20 add to carts, you're ready to start scaling. In this course I won't cover how to scale Facebook ads because I want to keep things short. Sweet. However, below this lesson, you'll find all kinds of resources to help you really go big with your Facebook ads when you're ready for that step. Let me just take a moment to say you're incredible, despite all the challenges involved in researching products, building a Shopify store and launching Facebook ads, you're here, you made it, that kind of perseverance gets rewarded with sales.
It may not happen on the first day. It may not happen in the first week, but it will happen. And when the sales start right, rolling in that's when you're ready for the next lesson, because in the next lesson, I'll teach you what to do once you get that first sale.
