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广告无效?学会Facebook这些隐藏测试技能和投放优化
广告无效?学会Facebook这些隐藏测试技能和投放优化
2020-10-22
91人浏览
尽管Facebook流量巨大,但还是不少卖家面对广告投放无从下手。想要在Facebook广告上取得成效,我们需要的可能不仅仅是出色的内容。在Facebook上,营销的结果是否达到我们的预期,更多的是看内容是否成功的展现在了更多的观众眼前。宽泛的观众群体、质量不好的广告素材、投放展示的位置不佳,这些都可能都达不到我们的要求,那今天就来挖掘Facebook有哪些隐藏的广告测试和投放优化的方法!
首先店铺投放Facebook广告没有效果的原因有如下几种:
1.急于求成,看到爆品就直接跟卖,没有看到大卖家积累的数据、投放时间等,建立独立站卖家擅于使用similarweb.com这个工具,查询同行竞争对手的投放流量和趋势;
2.没有分析产品在对应市场目前阶段的占有率,这个原因和第一条类似,尽管不是爆款,有些产品属于出现时间较长、复购率较高,对应的市场占有率也较高了;
3.素材文案直接抄袭,Facebook的流量权重是会支持原创的;
4.受众兴趣定位有失偏颇,比如只定位鞋子,却没有加入更精确的场景,是拖鞋凉鞋还是运动鞋、是家居外出、还是具体性别年龄等;
5.产品没有设置合理的预算和时间节点,针对“鞋子”和“家居拖鞋”两个广告定位的竞价预算都有较大的差别。
那么很多独立站卖家在投放广告时会遵循漏斗营销,这里重点推荐Facebook A/B测试法,围绕多个目标受众、广告竞价策略或广告刊登位置,创建多个广告组,每个广告组都包含一个变体。创建测试有以下途径:
一、使用Facebook的“拆分测试”功能
更新后的Facebook Ads Manager使得广告商和营销人员比以往更容易在广告系列中对广告进行拆分测试。勾选复选框,创建A / B测试。
Facebook将引导你执行整个过程,你的受众将被随机分为非重叠的组,然后注意具有相同广告素材的广告组,每个广告组都有一个不同的变量。
你可以选择将预算分配给各个广告组,并对各个广告组平均分配预算(Even Split),也可以选择按权重分配,一开始建议选择平均分配。
Facebook将对每个广告组的表现进行衡量,并选出表现较好的广告组。在完成初步的广告测试后,你将收到一封电子邮件告知你测试结果。
二、使用广告系列预算优化(CBO)
进行Facebook广告测试后,还有一些卖家不知道该如何设置预算,这里不得不提到一个工具:广告系列预算优化(CBO)。CBO可以通过自动化的实时操作,把预算分给表现最好的广告组,从而提高整个广告系列的转化次数,最大化营销成效。
1.最大化广告的投放成效
广告预算可以在各个广告组中自动寻找最佳投放机会,从而带来最多的转化,有效降低整体的单次成效费用,最大化广告系列的投资回报。在没有使用CBO的情况下,所有预算会被平均分配至三个广告组,而不管每个广告组实际达成的转化到底有多少,又或是单次成效费用的高低。这种资源错配会让预算无法得到最大化的利用。
在使用了CBO后,Facebook就会自动“集中火力”,把更多预算分配给能带来更多转化的广告组。比如在广告组A花费较低的优化事件已全部取得后,预算自动流向了广告组B和C,最终使得整个广告系列取得了更多的转化。CBO和最低费用竞价策略是要帮助整个广告系列(而不是某一个广告组)取得最低单次优化事件费用。
2.最大化管理效率
CBO是一个实时自动化的过程,系统可以自动分配预算并进行投放,无需广告主手动调整各个广告组的预算,因此可以大幅减少管理时间。
3.提高广告投放的稳定性
如果手动调整了各个广告组的预算,会导致重新开始机器学习阶段,而在使用CBO时,预算在广告组之间的自动分配则不会导致重新进入这一阶段,能够实现更为稳定、高效的广告投放。如果在广告投放开始或进行了大幅调整的7天后仍未得到50次转化,导致无法退出机器学习阶段,则表明广告的成效不佳,广告会被系统停止投放。此时应考虑对广告组进行大幅调整,以改善投放表现。
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