Is the advertising effect good during the peak season? Sellers should pay attention to these points

When you run an ad, you need to know how many people saw your ad. The audience range of your ad can be known from the following two indicators:

• Reach : The number of people who saw your ad. For example, if your ad was shown to 100 users, then it reached 100 users.

• Impressions : The number of times a user sees your ad, including multiple impressions by the same user. For example, if 100 users see your ad twice, the impression count is 200.

Another indicator that sellers should pay attention to is the ratio of impressions to reach. For example, if the reach is 1,000 audiences and the impression volume is 10,000 times, then each audience member sees the ad 10 times on average.

Note: Showing the same audience multiple times may cause user fatigue, prompting them to hide your ad or mark it as a duplicate. This will lower your ad relevance score, resulting in higher click and impression costs.

There are several metrics that reflect audience engagement, including:

• Likes

• Share

• Number of reviews

• Clicks

Different ad types focus on different metrics, but if your ad is about growing your audience, then you need to focus on these metrics because the higher these metrics are, the more people are seeing your ad.

Higher engagement means that your ads are attractive to the audience, which will also increase the probability of the platform showing your ads to more users.

The click-through rate of an ad refers to the percentage of users who viewed and clicked on the ad. For example, the average click-through rate of Facebook ads is 0.9%, Twitter is 1.51%, and LinkedIn is 0.26%.

Click-through rate is an important indicator of ad quality . To improve click-through rate, sellers can conduct A/B testing on Facebook ads.

Sometimes the number of clicks on your social media ads doesn’t match the number of people who actually visited your product or website because someone clicked on the ad link but then left the page. Facebook considers this a click even though the page hasn’t loaded yet. This means your ad platform shows more traffic than you actually received.

To fix this, you can use Google Analytics , which will show you exactly how much referral traffic you’re getting from each social media channel:

When people finish viewing your product or website, what do they do? Do they browse the product and buy it, or do they click the exit button? The latter is what we call the bounce rate.

Bounce rate not only affects your marketing, but also your SEO, because a high bounce rate may cause Google to think that your website is of low quality.

Conversion rate is the most important indicator to measure the effectiveness of advertising. The ultimate goal of sellers to launch advertisements is to get more conversions. You can track your conversion rate through the advertising platform. According to research, the average conversion rate of Facebook is 4.7%, which exceeds that of platforms such as Instagram, Twitter, Pinterest and Snapchat.

You can run A/B tests on creatives like ad copy and images to find the ones with the highest conversion rates.

Sellers also need to track the cost per conversion, which helps you determine whether the campaign is sustainable and has a high or low ROI.

Divide the advertising cost by the number of conversions to get your cost per conversion . For example, if the advertising cost is $100 and you get 5 customers, then the conversion cost is $20. Then you need to understand the revenue these customers bring you. If it is less than $20, then running this ad becomes meaningless.

Sometimes social media advertising is hard to track because it doesn’t always lead to direct conversions. Some people click on an ad, leave, do some research, and then buy the product.

You can use Google Analytic's Assisted Conversions to find out how many assisted conversions your ads have brought you.