Old Metrics leading Ad Failure
🚀 Go beyond Ad Level Metrics and stop chasing the wrong results leading to failure
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In this newsletter, you’ll find:
📉 Why Using Only Ad-Level Metrics is Costing You Money
📈 LinkedIn Introduces Sponsored Newsletters for Enhanced Reach
🚀 August Updates: New Features in Microsoft Advertising
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AD LEVEL METRICS
📉 Why Using Only Ad-Level Metrics is Costing You Money
Insights from Evan Carroll
If you’re making decisions based solely on ad-level metrics, you’re likely burning through your hard-earned dollars. Here’s why relying only on metrics like Click Through Rate (CTR), Hook Rate, Hold Rate, and Conversion Rate can be misleading.
The Pitfalls of Ad-Level Metrics
Ad-level metrics are useful, but they don’t tell the whole story. Numerous variables influence these metrics beyond the quality of your creative content.
For instance:
Different Demographics:
Ad A: Primarily shown to teenagers interested in gaming.
Ad B: Mostly shown to young professionals interested in finance.
Different audiences have different behaviors and costs associated with them. Teenagers interested in gaming might have a higher engagement rate but lower purchasing power, while young professionals in finance might click less but have a higher conversion rate when they do engage.
Algorithm Optimization:
Facebook’s algorithm isn’t optimizing for a higher CTR; it’s optimizing for your goal action, whether that’s purchases, sign-ups, or another conversion metric. CTR should be a guide, not the end goal. If your Cost Per Acquisition (CPA) is below target, don’t stress over a high CPC or low CTR. Instead, focus on how your CPA aligns with your broader ad set or campaign goals.
Contextual Performance:
At the end of the day, Facebook should be a tool to generate profit for your business, not a platform where you chase the lowest CPC or highest CTR. Your focus should be on overall campaign effectiveness and profitability.
Pro Tip: Maximize your conversions by leveraging Taboola, the world’s largest native advertising network, trusted by 15,000+ brands to deliver up to 70% more conversions on trusted sites like Bloomberg and NBC. Meet an account strategist to start your campaign today!
Relying solely on ad-level metrics without considering the broader context can lead to wasted advertising spend. Focus on how your metrics align with your overall campaign goals and leverage tools like Facebook and Taboola to optimize for profit, not just clicks. Adjust your strategy to consider all variables and use advanced platforms to ensure you’re getting the best return on your investment.
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