Welcome to Part 3 of Marketing Your Art With Facebook Ads, a 3-part study on how to promote your art using Facebook ads.
In Part 1 of this series, we outlined 3 different objectives to consider when placing paid advertisements on Facebook.
In Part 2 of this series, we explained how to create your ad, target your audience and set your budget.
Part 3 is all about measurement. After all, when it comes to any advertising, you won’t know what works and what doesn’t if you don’t measure your results.
Thankfully, Facebook makes it easy to become an analytics geek. Their advertising platform is very good at providing detailed stats about the activity related to your ad.
To check your stats, click on the Gear icon and select Manage Ads.
It’s important to realize that the window that opens is a “rolling window” (see image below). The default view only shows activity for the last 7 days. You have to click the dropdown button (highlighted upper right) to extend the length of time being shown.
It took me a week to discover this, and I couldn’t figure out why my Likes and my overall Reach was going DOWN over time. Then, I realized the data was scrolling through the window, giving me a snapshot of the past seven days, not a snapshot of my whole ad period.
The line graph gives you a great visual of the activity taking place. By seeing where the spikes are and the dips are, you can start to see patterns and determine which days are better than others.
You can extend these insights to other parts of your art marketing as well, such as determining which day to send your newsletters out, which days to post to your blog, or which days to increase your social activity.
This may not be an exact science, but measuring analytics is all about discovering patterns that help your art marketing efforts to be more effective.
Underneath the graph, you’ll see individual categories containing stats based on the time period displayed in the window. These include:
Ad Reach – While the audience you specified may include 22 million people, that doesn’t mean your ad will actually reach them all. The Ad Reach shows you the number of unique people who saw your ad. This is what you would be paying for if you selected CPM (Cost per Thousand Impressions) in your budget area.
Frequency – Shows you how many times those same people saw your ad.
Clicks – KaChing! This is what you would be paying for if you selected CPC (Cost per Click) in your budget area, which is what I did. I actually created two ads in my campaign, and while one of them spurred activity right away, the other only got 1 click over a two day period. Seeing this, I paused the underperforming ad, which put my full budget back to work on the ad that was generating clicks.
Click-Through Rate – This shows the number of clicks your ad receives divided by the number of times it was shown. Obviously, the higher this percentage is, the better.
Average Price – This shows the average amount you paid for each click or 1,000 impressions. You can either designate this when setting your budget, or select “Optimize for More Clicks,” like I did. I figured if Facebook wanted to help me get more clicks, I would let ‘em! After all, when my ad generates clicks, I get traffic and Facebook gets paid, so it’s a Win/Win.
Total Spent – This column keeps a running tab of what you’ve spent. If you have a “open-ended” schedule, you want to keep an eye on this so your budget doesn’t spiral out of control. If you have a set start and end date, Facebook will dole out your designated budget over the time period your ad runs.
Cost Per Action – This shows the average you paid for each action taken from your ad. For example, if you’re driving people to Like your Facebook Page and you get 100 Likes and have paid $50, your Cost Per Like is 50 cents.
If you’re doing a lot of advertising on Facebook, there are a couple deeper analytic tools you can implement, such as Conversion Tracker, which is a snippet of code you place on your website to track actions people are taking who come from your ad. There’s also Power Editor, a program you download to your computer to help you manage multiple Pages and Ad Campaigns.
If your ad is driving people off Facebook, it’s good to be able to measure the traffic pattern on the site you’re driving them to. You can either use Google analytics for this or WordPress.com Stats, which are included in the WordPress Jetpack plugin.
As you can see in the screenshot above, my book site for Death To The Starving Artist – Art Marketing Strategies for a Killer Creative Career, was pretty new and didn’t have much traffic yet. Purchasing a Facebook ad campaign generated a spike in traffic, which resulted in brand awareness, mailing list growth and minor book sales.
In Summary, here are the steps used when using Facebook ads to promote your art:
• Step 1 – Determine where you want to drive your traffic and what you want them to do when they get there.
• Step 2 – Create your ad by crafting a catchy, concise headline, snappy body copy and a bold image. Define your target audience, and set your schedule and budget. Decide whether you want to create multiple versions of the ad within the same campaign. If so, create additional ads at the outset.
• Step 3 – During the run of your ads, monitor your progress. Analyze your results and adjust accordingly. You can pause certain ads, change the campaign schedule, or even alter the budget as you go.
If you’re new to the process, I suggest running a short campaign to start with. Once you measure the final results, you can adjust your advertising strategy accordingly.
Remember, the recipe for successful marketing is using the Right Tools to reach the Right Audience with the Right Message. Facebook advertising brings those first two ingredients to the table, but that third ingredient – a compelling message – is up to you.
Have you tried Facebook advertising to market your art? What has your overall experience been?
Nikolas Allen is a Contemporary Pop Artist with a background in advertising, music and video production. He is passionate about art and marketing and wrote his first book, “Death To The Starving Artist – Art Marketing Strategies for a Killer Creative Career” to help ambitious artists reach a wider audience.