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How to Set-up Your Columns in Facebook Ads

November 4, 2020

How to Set-up Your Columns in Facebook Ads


In this blog we are going to be showing you how to set up your columns in ads manager for Facebook. 

In the past, you may have heard me talk about the Leads Accelerator and it's actually one of the necessary steps in order to generate more leads online for your local business. Before I figured this out, we went to every networking meeting possible and did everything manual. 

Alright, the goal for today's video is that once you watch the video, you'll be able to accurately grab data about your ads and make educated decisions to help you grow your business online. But first, make sure that you go and grab business manager, it's Business.Facebook.com. We also have a video that you can watch here. We'll show you how to set up your business manager, but make sure you get this, because if you don't have it, it's going to be almost impossible for you to go on to watch the rest of this video, so make sure to go watch our business manager video. We are going to do an updated one depending on when you're watching this video. 

Now, the reason that the columns are so important is because if you do not have the columns, you're going to be looking at inaccurate data. So we're going to pull up an old account. This is an old business manager. We’re going to go over to ads manager in the top left.

 

So once you get here, all of this data doesn't really matter. This is for people, let's say for example, you're trying to collect leads. This is, Facebook leads here. 

But the new column is at the to, next to View Setup. 

You're gonna click and you have a bunch of preset options. So, let’s say, performance and clicks.

It's going to pull up this data. 

I have it set a lifetime discount. This account has only spent two thousand dollars. But you can see here performance and clicks gives you some data, but doesn't really give you everything that you want. It only has a few things. 

Same thing for, let's say, for messenger engagements. 

Again, unless it started with messenger, there's not really much data. 

So they give you some ideas. Engagement is also a good one to go off of as well. 

So they give you some preset ones, but they're not really fully in depth. So what you want to do is go to columns and at the bottom, click customize columns. 

Now, if you're doing lead generation, this is for you. If you're a local business, this is for you. We will explain each one of these as we go through it and then show you how to save a preset. On the right hand side you're gonna see the order that they're gonna come through. So, delivery, post reactions, etc.. 

We’re going to go ahead and delete all of that. Campaign name, it's kind of important. Delivery is important. 

Now, this is where on the left hand side you're gonna see the order that it's gonna come through in the middle. 

We are going to go through each one of these and put what’s needed in there. So we do need results. That's gonna give you the total amount of leads. It's gonna give you whatever your objective is.

We do want reach. You want to know how many people are reaching. And reach is not the same as impression. Reach is the total amount of people that you've reached. Impressions is the total amount of times that it's been seen. 

We do want impressions and we do want frequency. Frequency is the total amount of times somebody has seen your ad. So if two people have seen your ad twice, then that means your frequency would be two. Now, as your reach increases and your impressions increase even more, you'll start to see a frequency.

As a general rule of thumb, you want your frequency to be about three to four max, otherwise it starts to get what we call ad decay. 

All right. Clicks. We don't really care about those, cost per click, don't really care about those because they're not really accurate to what we are looking for. 

Post engagement. You can put this on there if you'd like. That's good to know if you have some engagement. We may move that around. 

This is really important, if you have a video, we always do video views at 25, 75, 95. 

Depending on the length you might add 50 so we can throw that in there for this example. It's always good to figure out how much a percentage of your video people are watching. There is through play as well, which is 15 seconds.

Link clicks. Again, that's important but unique link clicks are even more important. Unique outbound link clicks are somewhat important, we do want to add it. 

Link click through rate. This is something big. How well is your ad resonating with your audience? If you have a one percent click through rate or above on average, that's pretty good click through rate. If it is way below you want to know it. Some people would start looking at just total link clicks and they'll say, oh! this is above one percent. However, it's not a really accurate number because you want unique link clicks and you want link click-through rate. So how many people are clicking through your ad? You also want unique link click-through rate. 

We don't really need to worry about any of those instant experiences, clicks to open, anything like that unless you do an instant experience, but again, that's not really what we're looking at. 

Cost per link click, this is important. Cost per unique link click even better. We want that and then cost per unique outbound click, we want that one as well. 


Now for awareness. Unless you're just doing an awareness campaign, it doesn't really make sense for you to figure out how much ad recall lift there is. Sometimes your clients want this because or you may want this to see how many people you've actually been in front of and how many are going to remember your brand. 

If you're doing e-commerce, this would be where you would talk about this. But again, this is Lead Gen, so we'll talk about that another time. 

Biggest thing for e-commerce, though, just real quickly, we want to have ROAS, which is a Return On Ad Spend. Then we want to have very similar numbers up here. Click the right cost per click. 

As we go thorough, you could add the objective, budget, etc. 

One thing you want to make sure you have is completed registration. So the biggest thing you want to have here is total registrations, unique registrations. The value, you should always assign a value, the cost and unique cost. 

Those are honestly almost more important than a lot of things. But what's important about that is just the price for it and how relevant it is to your ad campaign. You should be able to get a lot of it from results. So that's in a general rule of thumb. You can move these around by clicking on the little grid symbol next to the one you want to move. Then, holding down your mouse, just move the item to where you want it to be.

First you should save it as a preset and let's just say it's for the client Johnny's Tavern Master. 

We would apply it. 

In general, Johnny is looking at getting a lead. So, reach, let's just look at the specific ad campaign. This is actually for a dentist. So reach with seven thousand, frequency we was still almost almost two somehow it was two here. 

It was not a video. Unique link click through rates, outbound clicks were not good. Unique links. So this unique click-through rate, this one is doing well. 1% is doing better. This one's at .8%. Cost per unique outbound link click $14 for this one. You can see how just a percentage change. And this one, $7.92 it's almost half the cost. 

Then if you have it here, you'd be able to use it for other things to figure out the cost per registration. 

Again, the results, bigger number we're looking at. But as we’re going through here, this ad has 90 engagements. It has a link click- through rate. It's pretty low. A unique click-through rate that's higher. But there's outbound click is $14 versus the bottom one. As you can see, it has more leads. It's reached less people. The frequency is lower. The engagement is lower. 

But sometimes people make decisions off engagement. You don't wanna necessarily do that. So the engagement's lower. However, everything else is much better. So if I was going to choose an ad, I would probably turn off this first one and put more money towards this second ad .

So, in general that is what it looks like. Let's take a look at one more campaign. This is a coffee shop. Frequency's pretty low. This one did have a video. We have quite a few people, friends of the Facebook followers who watch 95% of that video. 840 of them watch 75% of the video. Link click through rate as a whole, really, really good. This particular one, the friends of Facebook followers is 3%. Cost per unique click is $0.93 so it's cheaper all around. This one has a 136 leads versus the other ones.

This one at 119 and still didn't have numbers as good, but pretty close to it. 


OK, hopefully that helped you create and understand columns that you need in Facebook Ads Manager. 

If you'd like to learn more about our leads accelerated program and get our free training on how to attract, qualify and convert more leads online for your local business by clicking here. 

If you would like to watch our How To video on this subject, you can watch it here. Make sure to like the video as well as like and subscribe to our YouTube Channel and hit the bell so that you don't miss out on any of the content we put out every single week.



Aaron Pearson
Managing Director

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