Unfortunately Facebook's advertising platform is nowhere near where as sophisticated and functional as Google Adwords or Yahoo. This can make testing and tracking a little more complicated.
With so many different demographics on Facebook you could spend an eternity testing out different combinations to see what converts best and this is where tracking would come in handy. So we'll have to rely on our judgment to see what converts.
The kind of testing you should do from the start:
Geographical location: If the offer you are promoting is applicable to different countries, create a different ad for at least two of those countries. Don't automatically assume that US impressions will convert better, I've had several campaigns where Canadian impressions converted almost 30% more than US impressions.
Sex & Age: Depending on the offer, males or females of a certain age may be more prone to convert. Again create a different campaign for males and females of certain age groups.
Of course none of these tests mean anything if you have no way of tracking. For this you'll have to read your affiliate program's help section to figure out how to add a tracking code to your affiliate URL.
These are the basic tests that you should perform when you have found a successful campaign. The test should be done over a period of a day or two to get some basic information. Once you've successfully identified which demographics are converting and which are just costing you money, it's time to test even more.
After you have enough information, you can test even further by testing if there's a difference in conversions between college freshmans and high school seniors.
Hopefully someday Facebook will implement a system that can display stats on who's clicking your ads, but until then it's all manual.
0 comments:
Post a Comment