- [Instructor] Now that we've taken a look at some data
in Facebook Ads Manager,
I'd like to provide some tips on how you can use that data
to improve your ads in the future.
First of all, when you take a look at your data,
I think it's really important
to look at the engagement metrics.
This is how many likes your advertisement has received,
how many shares or comments it's received.
Although this isn't necessarily an indicator
of whether or not your ad has achieved its campaign goal,
I think it's a great identifier
of how successful your ad has been on Instagram.
If people are reacting to it,
if they're liking it or commenting on it,
then they're definitely consuming it, they're looking at it.
They're not just skipping over it.
Maybe we're not converting those users yet,
but we have them interested,
and converting them might just take a couple
of minor tweaks, like maybe a better call to action.
It's very important to keep an eye on the engagement metrics
of your advertisements in Facebook Ads Manager.
Maybe even more important, however,
is to look at your cost per result.
I believe that this is the most important metric
to look at when analyzing the success of your ads.
Now, as we'll see here in a minute,
with my next point,
it's hard to look at your cost per result for just one ad
or just one ad set,
and gauge whether or not it's successful.
What we need to do is we need to compare different ad sets
in different ads.
We need to look at the cost per result
of different advertisements so we can do some A/B testing.
We can run two different ad copies,
maybe even with the same target audience
with the same ad set, but two different creatives.
We can look at the performance of those two different ads.
We can see our cost per result.
Whichever ad has a lower cost per result, in my opinion,
is being more successful because we're spending less
to get the same amount of conversions
or click-throughs to a website or just brand awareness,
whatever the goal of your campaign is.
The same goes for engagement.
We have two different ad copies,
we can take a look at the different engagement results
for each of those ad copies.
Whichever one is receiving more comments
or likes deserves a second look.
Why is that one receiving more comments than the other ad?
If you can identify why that particular ad is more engaging,
then you can hopefully try and reproduce that in the future
with other advertisements to be even more successful.
And then you can take a look at your ad
that isn't receiving as much engagement,
and you can try and determine why that is
so you can improve upon ads in that manner
in the future as well.
Again, I think engagement and your cost per result
are very important metrics to look at in Ads Manager.
The best way to do it is to have multiple ad sets
that you're targeting different groups of people
and multiple ad copies.
Then compare the results between all of those,
find out what your most successful one is,
and try to reproduce that.
Try to determine why it's your most successful one.
That is your best bet for continuing
to improve your advertisements in the future on Instagram.