MEMBACA DATA IKLAN META, Facebok dan Instagram Ads

Dodi Setiawan Riatmaja

28 May 202320:06

Summary

TLDRThe video script discusses how to analyze data from completed or ongoing ads on Facebook. It explains selecting performance metrics, checking ad levels, and customizing data matrices. The speaker shares insights on ad objectives like leads, conversions, and interactions, and provides tips on optimizing ad performance and budget.

Takeaways

😀 The speaker, Indra, is sharing how to read data from ads that have run or finished.
🔍 There are several matrices available from Facebook to analyze ad performance, including traffic, sales, delivery, and more.
📈 The default matrix shows performance metrics like budget and reach.
📊 Detailed ad data can be accessed at the 'Ads' level, allowing users to see data from the start to the end of an ad campaign.
🗓️ The speaker demonstrates how to select a time range for data analysis, such as from March 11 to May 28.
💰 The speaker's ad campaign resulted in conversions, with a focus on interaction objectives like leads or conversions.
🎯 The speaker discusses the strategy of targeting the highest volume audience for their ads, which involves setting the highest bid format.
📈 The speaker's ad campaign had a total of 467 website visitors, with varying reach depending on the ad.
💳 The cost per successful action (e.g., a lead or conversion) is a key metric, with the speaker's campaign costing around 3000 per lead.
💬 The speaker also discusses custom matrices and how they can be adjusted to suit specific ad objectives, such as impressions, click-through rate (CTR), and cost per mille (CPM).
🌐 The speaker mentions the importance of targeting the right audience and location, as it can significantly impact ad performance and cost.

Q & A

What is the main topic discussed in the video?
-The main topic discussed in the video is how to read data from an advertisement that has been running or has already ended.
Why is it important to analyze ad data?
-Analyzing ad data is important to understand the performance of the ads, such as reach, engagement, and conversions, which can help in optimizing future campaigns.
What are the different matrices available for analyzing ad data on Facebook?
-Different matrices available for analyzing ad data on Facebook include performance, traffic, sales, delivery, and financial settings.
What is the default matrix used for analyzing ad data?
-The default matrix used for analyzing ad data is performance, which includes budget, reach, and other default metrics provided by Facebook.
How can you view detailed ad data at the Ads level?
-To view detailed ad data at the Ads level, you can click on the specific ad and check the data from the beginning of the ad campaign to its end.
What is the significance of the 'conversions' metric in ad data?
-The 'conversions' metric in ad data signifies the number of successful outcomes, such as leads or sales, that result from the ad campaign.
What does the 'impressions' metric represent in ad data?
-The 'impressions' metric in ad data represents how often the ad is displayed to users, indicating the ad's visibility and reach.
How can you customize the matrix for ad data analysis?
-You can customize the matrix for ad data analysis by clicking on the custom section and selecting specific metrics that are relevant to your campaign objectives.
What is the 'click-through rate' (CTR) and why is it important?
-The 'click-through rate' (CTR) is the ratio of users who click on a specific link to the total number of users who view a page, ad, or email. It is important as it measures the effectiveness of an ad in driving traffic to a website.
How does the budget affect the reach and performance of an ad campaign?
-The budget directly affects the reach and performance of an ad campaign. A higher budget allows the ad to be shown to a larger audience, potentially increasing impressions, clicks, and conversions.
What are some of the objectives that can be set for an ad campaign, and how do they affect the ad data?
-Some objectives that can be set for an ad campaign include interactions (likes, shares, comments), leads (website visits or contact form submissions), and app installs. These objectives affect the ad data by focusing on different metrics, such as engagement rates for interactions or conversion rates for leads.

Outlines

00:00

📊 Analyzing Ad Performance with Default Matrix

The speaker discusses how to read data from completed or running ads. They mention having several ads that have finished and are currently unavailable due to bandwidth issues but can still access the ad data. They explain that there are various matrices available from Facebook to analyze ad performance, including traffic performance, sales settings, delivery, and more. The default matrix is performance, which can be checked for results like budget and reach. The speaker demonstrates how to check detailed ad data at the Ads level, selecting a specific ad and checking its performance from start to finish. They also explain how to update the data range and interpret the results, such as conversions, which are the default objective for the ad example provided.

05:01

💰 Understanding Cost and Custom Matrix in Ad Campaigns

The speaker elaborates on the process of understanding the cost and customizing matrices in ad campaigns. They explain that the ad's flow involves clicks leading to a website and then to WhatsApp, with costs incurred per WhatsApp click. The speaker details their ad spending from March to May, totaling 1.6 million, and how they set up various custom matrices. They discuss the importance of customizing data to evaluate future ad campaigns effectively. The speaker also covers additional metrics like frequency, which indicates how often an ad is shown to a user, and the cost per lead (CPL), explaining how different ad objectives like leads or conversions affect the results. They mention the significance of click-through rate (CTR) and cost per thousand impressions (CPM) in assessing ad performance.

10:03

🎯 Targeting and Budget Impact on Ad Reach and Impressions

The speaker discusses the impact of targeting and budget on ad reach and impressions. They provide an example of an ad targeting Bantul, Sleman, and Yogyakarta, explaining how the ad's reach and impressions are influenced by the budget and location settings. The speaker emphasizes the importance of setting the right budget to achieve the desired reach and mentions that a higher budget can lead to more impressions. They also discuss the cost per impression (CPI) and how it can be very low if the ad's objective is set correctly. The speaker provides an example of an ad with a low CPI of 16 rupiahs and explains that the ad's objective, whether it's app installs or website visits, affects the cost and results.

15:03

📈 Customizing Ad Metrics and Evaluating Campaign Success

The speaker concludes by discussing how to customize ad metrics and evaluate the success of ad campaigns. They mention checking impressions, frequency, and CTR to assess ad performance. The speaker provides examples of different ad objectives, such as website visits, app installs, or store visits, and how these objectives affect the ad's cost and results. They also discuss the importance of daily budget management and how it can impact the number of leads generated. The speaker invites viewers to request future video topics, such as setting up ads for websites, and promises to create more tutorial videos based on viewer requests.

Mindmap

Keywords

💡Metrics

Metrics refer to the quantitative measures used to gauge the performance and effectiveness of an advertisement. In the video, metrics like traffic, sales, and impressions are discussed as crucial data points provided by Facebook to analyze ad performance.

💡Ads

Ads, short for advertisements, are promotional content designed to reach potential customers. The video focuses on analyzing different levels of ads, from the campaign level to individual ad sets and specific ads, to understand their performance.

💡Impressions

Impressions indicate how many times an ad is shown to users. In the video, the speaker explains that impressions help measure the frequency with which an ad reaches the audience, which is a critical metric for evaluating ad visibility and reach.

💡CTR (Click-Through Rate)

CTR, or Click-Through Rate, measures the percentage of users who click on an ad after seeing it. The video highlights that a high CTR is indicative of an effective ad, with the speaker providing an example where a CTR above 1.5% is considered good.

💡Conversion

Conversion refers to the action users take after clicking on an ad, such as making a purchase or filling out a form. The video discusses how conversions are a key objective for certain ads and how metrics related to conversions, like the number of leads, are analyzed.

💡Budget

Budget refers to the amount of money allocated for an ad campaign. The video covers how budget impacts the reach and performance of ads, with examples showing different budget settings and their outcomes.

💡Target Audience

Target audience is the specific group of people an ad is aimed at. The speaker in the video explains how ads can be tailored to reach specific demographics, such as users in certain locations or with particular interests, to maximize ad effectiveness.

💡Lead

A lead is a potential customer who has shown interest in a product or service. In the video, the speaker discusses how ads generating leads (e.g., users contacting via WhatsApp) are analyzed, with a focus on the cost per lead and the overall effectiveness of the ad in attracting prospects.

💡Frequency

Frequency measures how often an ad is shown to the same user. The video emphasizes that a higher frequency means that users see the ad multiple times, which can impact ad recall and effectiveness. An example provided is an ad with a frequency of 1.76, indicating some users saw it more than once.

💡CPM (Cost Per Thousand Impressions)

CPM, or Cost Per Thousand Impressions, is the cost associated with showing an ad 1,000 times. The video details how CPM is used to evaluate the cost-efficiency of an ad campaign, with specific examples showing the amount spent for every 1,000 impressions.

Highlights

Indra explains how to read data from a completed or ongoing ad campaign.

Metrics available include performance, traffic, sales, settings, delivery, and funds.

Default metrics from Facebook include budget, results, reach, and more.

Indra demonstrates analyzing ads at different levels: Ads, Ad Sets, and Campaigns.

He checks the data range from March 11 to May 28, covering the entire ad duration.

For lead or conversion objectives, key metrics include total website visitors, reach, and impressions.

Impressions indicate how often the ad was shown to users, with Indra's ad having 182,000 impressions.

Cost per result for leads/conversions is highlighted, with a cost of around 3000 IDR per WhatsApp click.

Indra's ad spent 1.6 million IDR over the campaign period.

Custom metrics can be set up in Facebook Ads Manager for detailed analysis.

Key custom metrics include frequency, cost per 1000 impressions (CPM), and click-through rate (CTR).

A good CTR is above 1.5%, indicating effective ad performance.

Indra's ad had 4000 link clicks, with around 2300 actual website visits.

Indra demonstrates analyzing different ad objectives, such as interactions or video views.

Interacting ads have lower costs, with Indra's video ad costing only 16 IDR per interaction.

Each ad objective (e.g., leads, interactions, app installs) will have different costs and results.

Indra compares ad costs for different objectives, emphasizing how targeting and quality affect costs.

He also discusses setting daily budgets and evaluating daily lead performance.