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Bulletproof Your Ads Using UpHex Metrics
Bulletproof Your Ads Using UpHex Metrics

Learn how to read your metrics, and what to adjust on your ad if they are off

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Written by Heather Kelley
Updated over 4 months ago

BULLETPROOF YOUR ADS USING UPHEX METRICS:

Ad Monitoring Recommendations:

  • When launching a new ad, make sure it gets approved and that the first lead in coming in (do your QuAC’s from the onboarding week)

  • Once your new ads are good, Monitor your active ad metrics twice/week.

    • Recommendation: Monday and Thursday, or Tuesday and Friday

If Metrics are poor, check these things first:

  • Has the ad been running to produce at least 3k impressions? (Best is 7k impressions)

  • Is there enough daily ad spend budget?

  • Is there a run away image?

  • Was the ad doing well, but it’s starting to decline after it’s been good ?

    • Refresh the ad

    • Relaunch the ad

    • Rest and pivot to a new offer/variation

IF NONE APPLY ABOVE

  • RULE: Fix in this order and Fix ONE AT A TIME (Meaning fix one issue, wait 3k to see if it improves. Then fix next issue if still not good)

  • RULE: Fix your issues in order of “appearance”. EX: if you have a poor CR and CTR (Link), fix the CTR (Link) issues on your ad first. Don’t adjust anything on your form. Wait for 3k impressions, and then check your metrics again. If CTR (link) is good, but CR is still poor, then you can fix your CR. Sometimes fixing one metric will fix them all. This also helps you understand what the actual issue was so next time you don’t make that same mistake.

  • FIXING ORDER - fix your ads in this order:

    • CTR (All)

    • CTR (Link)

    • CR

    • CPM

  • CTR (All) - 1% Or Higher

    • CTR (All) = How many people engage/interact with your ad

    • What to fix/investigate if below 1%

      • Image

      • Text Overlay

      • Is it a good Offer

      • Spammy?

      • Is there enough interest

  • CTR (Link) - 1% or Higher

    • CTR (Link) = How many people select the CTA button to move forward to the next step

    • What to fix/investigate if below 1%

      • Is it a good Offer

      • Congruency - Does the image match the offer or is it misleading?

      • Spammy?

      • Interest

      • Is CTA Clear?

  • CR - 10% or Higher

    • CR = How many people give you their name, phone number and email address

    • What to fix/investigate if below 1%

      • Fix the lead gen form

      • Spammy?

      • Too many questions/barriers?

      • Is it congruent with the offer and before steps?

      • Is the offer good?

  • CPM - Varies

    • How much FB charges you to show your ad to 1000 people

    • What to fix/investigate if you feel it’s elevated

      • Make Your Audience Size bigger (at least 100K)

      • Broaden your Audience

      • Make your ads more engaging

        • More Clicks, comments, likes, shares lower your CPM.

        • Be careful though - Balance quality vs quantity

      • Relaunch and Hope

  • CPA - Varies

    • How much it costs to purchase 1 lead on FB

    • What to fix/investigate if you feel it’s elevated

      • The only fix for lowering CPA is to fix the previous metrics. If the previous metrics are good, then this is what a lead costs in your industry.

      • The more data you collect, the better the idea you’ll have of what your average CPA is, which will help you better predict client ad spend budgets as well as overall offer health

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