Handmade Seller Magazine Issue 47 | August 2019 | Page 62

Consideration Metrics

There are 6 types of consideration campaigns you can run on Facebook, yet a lot of advertisers still opt for the Traffic campaigns. I would not recommend that because people who click are not necessarily the people who buy.

When you choose the “Traffic” objective, the Facebook algorithm strives to find the people who are most likely to click your ads versus finding the ones who are likely to make a purchase. So instead of the “Traffic” objective, let’s look into the “Video Views” objective. Although you can run video ads under other campaign objectives, Video Views specifically optimizes to get as many video views as possible at the cheapest rate. Videos are better for your brand than just sending someone to your website and hoping they’ll purchase. With a video, people are more engaged and they get to know you, your brand, and your products better.

So what metrics should you be evaluating for a Video View campaign?

3-Second Video Views: the number of times your video ad played for at least 3 seconds

Video Watches at 100%: the number of times users watched the entire video till the end

Video Completion Rate: the percentage of video watches at 100% versus all video plays/3-second views

Cost Per Completed Video Views: the amount you pay for every video watch at 100%

Cost Per 3-Second Video View: the amount you pay for every 3 second video view

You can find all of the video metrics in your ad manager page

via Columns > Video Engagement

62 FACEBOOK | EVALUATING ADS

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