Overwhelming” is one of the words that you could use to describe the current digital marketing landscape. There are so many ways to advertise, so many platforms, campaign types, strategies, tools, and updates, that it is almost impossible to have every aspect fully covered.
And do not get me wrong, this is what makes the lives of advertisers a bit hectic but, at the same time, so interesting. The thing is that due to the complexity of this area, you will eventually find yourself in a position in which you have to delegate and share responsibilities with a coworker, employee, or another company.
Most business owners and big agencies decide to delegate social media management to a specialized agency which is completely smart, taking into account that it will take that weight off their shoulders, and they might be able to see better results since their accounts are being managed by people who are completely focused on this.
In this article, we will cover the questions that matter the most when it comes to assessing the performance of social media campaigns that are being managed by a third party.
The Status Call
Whether you meet your point of contact online, in person, or just receive an email with your account’s performance results, the first thing you need to keep in mind is the campaign goal. There are multiple types of goals, and based on this, we can come up with the right questions.
So find below the three main campaign types that you can use on social media and which are the most important KPIs in each.
The traffic objective on Facebook aims to drive users to a specific URL like your website, online store, or event page by showing your ads to those most likely to click. This campaign can increase website visitors and improve user engagement, but it only collects clicks and doesn’t measure actions after they leave Facebook. By driving more people to your site, particularly TOF users, this campaign can help you reach a broader audience and meet your marketing goals.
So when it comes to this campaign type, you should focus on landing page views and the number of actions, which basically translates into the number of clicks that took those users to your website.
Conversion ads on Facebook prompt users to take valuable actions on your website or app, like registering for an event or making a purchase. For best results, these ads should be targeted toward users already familiar with your product which requires an extra push toward conversion.
Moreover, keep in mind that to achieve optimal results, installing the Facebook pixel on your website is necessary. This code tracks each conversion action by a user through a Facebook ad, helping Facebook learn who to target in future ads to maximize conversions.
For lead-focused campaigns, the main focus is measuring leads and CPL while also monitoring landing page views. For ecommerce-focused campaigns, your attention should be on tracking purchases, add-to-cart actions, checkout events, conversion value, and ROAS.
Facebook Engagement campaigns target users who are likely to engage with your ads, either by liking, reacting, commenting, or sharing them. There are three types of engagement ads: post engagement, page likes, and event responses. Post engagement and page like ads boost engagement for your ad and Facebook business page, respectively. On the other hand, event response engagement ads promote your event, increasing attendance and excitement.
These ads utilize social proof to determine which ads users are more likely to be interested in based on how others interact with them. When others engage with your ads, their activity is shared with their Facebook friends, reaching even more people and increasing your online word-of-mouth marketing.
When it comes to this campaign type, you should always be on top of page likes and interactions with all your posts. Ultimately, the main focus is to increase brand awareness and followers on the FB page.
In this article, we covered the key questions to ask when assessing the performance of campaigns managed by a third party, including the most important KPIs for three main campaign types: traffic, conversions, and engagement.
By focusing on metrics such as landing page views, number of actions, lead generation, CPL, purchases, and engagement, you can ensure that your social media campaigns are effective and meet your marketing goals.
Keeping these questions in mind and regularly checking in with your agency or team can help you stay on top of your social media game and achieve success in the ever-evolving digital landscape.
For any concerns or questions related to social media management, do not hesitate to reach out!