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Remarketing campaign: How to boost your ROI with Google Ads and Facebook Ads?

Posted on by Adenlab Adenlab


Developing the growth of an e-commerce business often depends on a number of important factors: conversion rate, traffic, average basket, prices…

Attracting a qualified audience, ensuring cross-selling and optimizing pricing and promotions will help you achieve a number of objectives. However, sales don’t happen as a result of a compulsive act or an immediate purchase on your site.

Some customers take time to think before placing an order, especially if the price is high. Indecisive prospects increase the difficulty of converting on your site. What’s more, during this time of reflection, these same consumers will be exposed to other offers for the same or similar products.

How do you make sure they don’t forget you? One strategy: remarketing campaigns via Google Ads and Facebook Ads. If you’re unfamiliar with the concept of remarketing, you’ve probably been confronted with it at least once without knowing it.

The principle is to present an advert to a user who has visited your website or interacted with your social pages (Facebook, Instagram, Linkedin pages).

It may seem intrusive, but this method pays off. How can you set up subtle remarketing campaigns via Google Ads or Facebook Ads without harassing your prospects and customers?

See also: Guarantee the success of your sponsored campaigns with targeting, remarketing and your audiences

When and how can I use my remarketing campaigns?

Let’s take a situation you’ve probably experienced. For example, you’ve been looking for a watch or a pair of shoes on a website, and you’ve done some simple scouting on the same site.

In the days that follow, ads for watches and shoes are everywhere: on your Facebook page, Instagram, on your favorite horoscope or weather site …

What a coincidence, you ask? Well, no, it’s not chance, but a remarketing strategy implemented for the site you’ve visited.

In fact, “tracking” the people who have taken actions on your site is commonplace for Ecommerce companies wishing to maximize the ROI of their campaigns, because very often, setting up and distributing retargeting (or remarketing) campaigns is a winning strategy.

Return on investment is almost always guaranteed, because you’re addressing a “pre-qualified” audience whose conversion potential is greater than that of a new visitor.

A subtle example of a remarketing ad: Retarget a visitor who continues to search on Google, with a personalized ad in the Google Search results (Google RLSA campaigns).

Do you find this technique too intrusive? It can be, if it’s not done in the right way. With Facebook Ads and Google Ads campaigns, you can easily retarget your site visitors with different ad formats and ad formats.

What’s more, combining the two platforms will enable you to be more effective in winning over your customers and undecided audiences.

How can Remarketing optimize your conversions?

  1. Invest in “image” and create promotional banners
    Consistent advertising that reflects the image of your site (color, logo, tone, etc.). Your e-commerce site must be recognizable and attractive.
  2. Test different ad formats! Create several ad formats to see which strategy gets the most clicks and increases your conversion rates. Don’t limit yourself to what’s working: regularly launch new campaigns.
  3. Re-launch your site visitors; as well as anyone who has taken an action on your site (downloaded a freebie, subscribed to the newsletter…).
  4. Apply several targeting strategies with Facebook.
    You can highlight your content to people who have taken an action on your page (like, comment, share), but also target people who have taken specific actions on your site, e.g. visiting the “Rates” page.
  5. Re-target with a promotional offer, for people who have left their basket without making a purchase.
  6. Reduce your mailing lists to target the most recent prospects, who are most receptive to your offers.
  7. Optimize your product and service landing pages to increase your conversion rates.
  8. Increase your bids and don’t limit the budgets of Remarketing campaigns or ad groups.
  9. Set up remarketing campaigns with Google Shopping.
  10. Leverage your Facebook Catalog and Pixel with Facebook Business Manager.
  11. Usedynamic ad formats to be as close as possible to what your prospects are looking for in Google search results.
  12. Exclude audiences you’re not interested in: it’s sometimes a good idea to exclude web users who have recently purchased and converted on your site. Their keys can be retargeted later via emailing campaigns and become potential buyers and loyal customers.

The aim of these actions is not to be intrusive or to chase after unqualified prospects. The sole aim is to be present at the right time, and for the right amount of time.
Your brand needs to present itself as the right solution.

See also: remarketing and RGPD, is there a conflict between these two concepts?

What are the advantages of remarketing strategies?

Although it’s difficult to harness the full power of targeting and remarketing strategies, usually because of limited budgets, the effort is well worth it, as these actions offer many advantages:

  1. Lower acquisition costs
  2. Build customer loyalty and propose new offers
  3. Increase complementary sales
  4. Increase online store visibility
  5. Optimizing return on investment

For example, on 2O accounts in similar sectors that we manage on Google Ads, we have seen a 3.7-fold increase in the conversion rate on remarketing audiences!

Targeting qualified audiences and running remarketing campaigns shouldn’t feel like an intrusion into your prospects’ lives. This type of advertising campaign enables every e-commerce site to become unavoidable and to face up to the competition while communicating with interested consumers.

Conclusion

To help you launch your campaigns and apply effective remarketing strategies, our team of Ecommerces experts will be happy to discuss your needs with you. We’ll work with you to optimize the structure of your accounts and campaigns, to segment and parameterize your target audiences and priority profiles.

Reviewing the architecture of your accounts on Google Ads and Facebook will be a priority to manage campaigns by Audience type.
Adenlab, our SEA agency, certified Google Partner Premier and Facebook Ads, is at your service.

Find out more about audience types in our article: “Google Ads and Facebook Ads: Guarantee the success of your sponsored campaigns with targeting, remarketing and your audiences“.

Google Ads and Facebook Ads: How to ensure the success of your campaigns with Audience Settings and Remarketing

Posted on by Adenlab Adenlab


When developing your business and e-commerce, you want to reach the widest possible audience to ensure your company’s growth and profitability. But to convert and build loyalty, you need to be able to address the right people with the right message , and not just the general public.

In the article below, we’ll review the principles of targeting and persona, essential for formulating your strategy for acquiring new customers and prospects. We’ll focus on the different audience optimization levers we can implement on your Google and Facebook campaigns.

Contents

Personas
Creativity and the seductive message
The customer journey
Exploiting audiences and retargeting
The different types of Audiences and their interests

Audience targeting levers are extremely important in managing campaigns on search engines, the Display advertising network and social networks.

Unlike physical stores, which have a conversion rate of 55%, e-merchant sites convert between 1% and 3% of visitors. So it’s essential to attract visitors with a clear interest in your products and services.

Persona: the key to understanding your customers

To optimize your approach and ensure successful communication, it’s essential to establish one or more customer profiles. These are known as personas. This has many advantages: 1 Understand their problems and present the ideal solution 2 Identify your audience to target your Google campaigns and Facebook ads 3 Identify their habits to be present in the right place at the right time The persona study allows you to put yourself in your audience’s shoes and find the right words.

How do you create a persona?

To identify the real problems and habits of your audience, you need to think deeply. Put yourself in the shoes of your ideal customer.

List their demographic and behavioural data, consumer habits, daily problems…
One possible approach is to create a typical day: from dawn to dusk, what does your ideal customer do?

There are several sites that allow you to create personas using just a few pieces of data: SurveyMonkey, UseForge, Up Close and Persona or Personapp.

Example: Here’s my simplified persona

Example: Here’s my simplified persona

The process of setting up a persona is not necessarily a simple one, and can take time (brainstorming, teamwork, etc.).

On the other hand, once you’ve done it or redone it, it opens up new possibilities, new ideas for improving your offers and, of course, your acquisition campaigns.

It’s a very rich exercise that I recommend doing as a team.

See also: Building your audience on Facebook : foolproof techniques to implement

Creativity: Address your prospects with an attractive message

Convey the right message on the right medium, and maintain the high quality of your advertising.

Now that you know your customers better and want to guarantee a return on investment from your campaigns, you need to convey the right message on the right medium, and keep the quality of your advertising (image, video, content, text) at a high level.

In fact, targeting and persona work won’t be enough if the quality of the ads and advertising creatives isn’t up to scratch.

Nielsen Catalina Research study: 47% of ROI is attributed to the quality of advertising creative

Nielsen Catalina Research study

The quality of the images and the message is still a major factor in attracting new customers. What resonance will the ad have after it has been seen?
The Nielson study is clear: 47% of ROI is attributed to the quality of the creative.

With the right design, we can ensure optimal distribution on the various channels: search engines, Display, social networks ….

See also: how to find the right themes to captivate your audience?

The customer journey and the purchasing decision

Towards an ever more complex customer journey

Consumer behavior has evolved in recent years, and has become increasingly complex.

10 years ago, a customer’s path to purchase was still relatively straightforward, but today there are many more interaction points before a purchase or conversion on your site.

You need to be seen in the right place, at the right time, with the right message.

This means delivering your ads across multiple formats and channels, and paying particular attention to performance, budget allocation and sales/conversion attribution analysis.

**See also: Dynamic campaigns and catalog distribution on Facebook

Customer journey “Before” :

Shopping on an e-commerce site

Today’s customer journey:

Today, the purchasing process is more complex

In fact, the evolution of cell phones and the number of screens per household are multiplying the points of contact with your customers.

“With nearly 5 billion mobile users worldwide, 6 screens per household
in France, and more than half of all searches carried out on Google in France and worldwide from a smartphone, the points of contact between consumers and brands have multiplied.”
Roland Duffau, Google

To better understand this evolution, Google and Facebook, as well as agencies like Adenlab, have invested heavily in Machine Learning (AI) technologies.

These learning algorithms enable marketers to make the most of the signals of intent left by Internet users as they navigate the web.

How to leverage audiences and retargeting (or remarketing) with Google Ads campaigns?

The different types of audiences offered by Google enable you to reach individuals along their decision-making paths.

Whether for traffic prediction, virtual assistants, fraud detection… Machine Learning is at the heart of Google Ads or Facebook Ads tools.

The use of Machine Learning algorithms today makes it possible to simplify complex tasks and focus on business objectives, define qualified audiences, and then let the algorithms determine who to engage as relevant prospects.

Below, we’ll illustrate the different types of audiences offered by Google, which enable us to reach individuals along their decision-making paths.

Use an audience-based approach in your Google Ads accounts

In recent years, one of the major challenges for Google Ads has been to break down the silos between ad formats and audiences:

In the past, when we wanted to target an audience with high purchase intent, we preferred the Google Shopping format (and sometimes the text format).

Today, with the right Audience settings, when we target “buyers”, we use Google Shopping, Text Ads, but above all what’s changing is that we also use the Display Network and YouTube!

In terms of targeting, Google Ads technology has clearly evolved, making it possible to use many more formats and distribution channels to achieve your growth and ROI objectives.

What are the main types of Audiences and how can they be used in your targeting strategy?

We leave “traces” everywhere on the web (and anonymously). Every day, we emit signals that are stored (thanks to cookies), analyzed and interpreted;
This makes it possible to understand and categorize behavior and people into different audiences.

Read more: Google Analytics secrets: Integrating specialized e-commerce audience lists

These audience categories can be used to manage campaigns on Google Ads or Facebook Ads. They enable us to target and prioritize a certain type of person according to our campaign objectives.

Ex: If our goal is to gain more visibility for my brand, I’ll target a demographic audience and an affinity audience.

Illustration of audience typologies in relation to your conversion funnel

Audience demographics

Generally used to target (or exclude) a large audience, they can be used to promote your company by segmenting users according to age, gender, income, profession or family composition (married or not, children…).

Example in Google Ads of a demographic audience selection: here Parental status

Here’s an example in Google Ads of demographic audience selection, by parental status.

See also: Audience exclusion, or how not to wear out your prospects?

Affinity Audiences and Personalized Affinity Audiences

These audiences will enable us to target an audience that is close to your buyers and has been identified as having a real interest in your products and services; in fact, it’s their lifestyle, habits and interests that are analyzed.

Custom affinity audiences will allow you to combine additional parameters in Google Ads, such as keywords to target, Urls and site content, the types of places your prospects frequent, and the applications they’re likely to use.

Example of audience selection by buying behavior

Example of a center of interest

Life event

These audiences allow us to target people who are going through occasional events in their lives, such as weddings, births, but also moves…

Its audiences have multiple needs.
If we take the example of a birth, I can assure you that Google searches for “strollers”, “cribs”, “do I make a good father” will be regular searches. Definitely worth implementing!

Market audiences

With market audiences, you target people who are actively looking for your products and seriously considering buying them.

This is an audience you must activate in your campaigns, as it’s generally more ROI-intensive and even closer to the profile of your current customers and buyers.

Similar audiences

As the name suggests, similar audiences target people whose behavior is very similar to that of your existing customers;

These audience lists are updated in real time! And your ads will be shown to people who have something in common with your ideal customers and prospects.

Selection of audiences similar/similar to your regular site traffic

Retargeting (or remarketing) audiences

Re-targeting “known” audiences who have come to your site is often a winning strategy, and doesn’t require too much budgetary effort.

In fact, the people who have come to your site already have a relatively strong intention to buy, and above all, they know you.

However, not every visitor to your site has the same value: you need to segment and distinguish between visitors who have left without doing anything, and those who have abandoned their purchasing process and are therefore much more likely to convert on your site.

Audience Customer Match

To target and exclude this audience, you first need to import your e-mail database into Google Ads.

This audience will also be very useful for creating similar audiences.

Conclusion

These audience typologies are much the same for Facebook ads. As a result, a wide range of approaches can be devised to develop your sales:

  1. Target by interests
  2. Your competitor’s fans or your fans’ friends
  3. Age groups, professions, Facebook activities, geographical locations…
  4. Family status (children, couple, married): useful for advertising events such as Mother’s Day, Father’s Day or Valentine’s Day.

However, before taking the plunge, we recommend an observation phase on Google Ads and Google Analytics.

Over a relatively short period of time (depending on the traffic of your campaigns) you can identify the audiences that best meet your objectives. This observation phase will enable you to refine your segmentations and subsequently optimize your visibility and budget allocation.

Don’t hesitate to consult us for your acquisition strategies and the implementation of audience strategies on Google and Facebook.
Our SEA Agency, certified Google Partner Premier and Facebook Ads, applies different methods and uses various automation tools to develop the accounts of E-Commerce customers.

We specialize in high-volume projects and work on catalogs with a large number of references.

Youtube: An advertising channel for Ecommerces?

Posted on by Adenlab Adenlab

Google launched its Shopping ads on YouTube a few years ago. And just a few weeks ago the Shopping ads were extended:

1. In the Youtube news feed
2. To YouTube search results

This is becoming increasingly interesting for ecommerce advertisers, who will have more options and more space to promote their products via a Shopping feed!

Youtube and videos: sales vectors!

Why is YouTube, in particular, so important for Ecommerces? Well, according to Google**, “nearly two-thirds of shoppers say online video gave them ideas and inspiration for their purchase”, and of those, “90% say they discovered new products and brands via YouTube”.

** Inspire shoppers with Gift Ideas: Check list by Google

ROI strategies for e-commerce are essential, and controlling the cost of acquiring a new customer is often the key to success. This is why “Product” formats and the use of shopping feeds for acquisition campaigns are often the most suitable.

With its new options, Google offers merchants an additional lever.
Coupled with an appropriate audience strategy, and a bidding strategy consistent with the merchant’s objectives, the format is worth testing!

It’s an option for reaching consumers when and where they’re most likely to “webvitrine”;).

Please note that this is not Retargeting, as the display of Shopping ads depends on the user’s searches and interests.
In the example above, a user doing video searches on this or that shoe or on running could be exposed to ads. And it’s the Puma brand whose ads are displayed

What other advertising formats on Youtube are suitable for Ecommerces?

Bumper YouTube Ads

Bumper Ads are short, unstoppable ads lasting up to six seconds. They appear before, during or after the video selected by the user.
These ads appear on YouTube videos or on Google’s partner sites and applications.
Bumper Ads are an interesting lever for boosting brand awareness and increasing visibility among qualified audiences. It’s a good idea to use them in conjunction with Trueview and other Google campaigns.

Youtube campaign: Trueview

As the name suggests (“True” – “View” => VraieVue), these are videos that are (really;) viewed in their entirety (or almost: more than 30 seconds of viewing).
Today, this format seems to be the least “risky” for Youtube, since you only pay when videos are viewed for more than 30 seconds, or if the viewer clicks on the ad. What’s more, you’re not charged for unintentional views.

This format can be found with:
Instream ads => shown before, during or after videos on YouTube
Video Discovery ads => shown on pages where users discover content, such as the YouTube search results page.

Google offers a number of interactive features to make the most of the Trueview format, depending on your objectives: (more details about interactive video ads on the official Google page)

Trueview for Shopping

You can also showcase products from your product feed alongside TrueView ads on YouTube. It’s a great way to use video content to enhance your YouTube marketing strategy and increase sales.

These purchase ads enable YouTube advertisers to offer products directly in partner videos.

How do True View ads for shopping work?

It’s easy to set up: just connect your Google Ads account to the merchant center and choose the products you want to relay to the video.

This format is particularly effective for cosmetics brands, but also for other ecommerce players.

Objective
Maximize the profitability of media campaigns by promoting engagement with products and services

The Plus

  1. there’s no need to create individual ads for each product.

  2. click on the product to be redirected directly to the product sheet

  3. a pleasant user experience that translates into a higher interaction rate

Conclusion

If you’re not sure that your potential customers might be on Youtube, here are a few statistics that will encourage you to work on this increasingly important platform for advertisers and e-tailers:

  1. Figures for YouTube in France:June 2019 (June 2019, source Youtube Festival, newsletter): 46 million users per month in France.
  2. 3rd most visited site according to Alexa, youtube.com accounts for between 3% and 4% of global page views
  3. More than half of all views are on mobile devices
  4. Thanks to YouTube, 8 out of 10 French people know everything there is to know about the sport they love.
  5. 75% of French people say they use YouTube to learn about subjects that interest them.
  6. 37.5 million French people visit YouTube every month, representing 81% of the connected population.
  7. In France, 66% of Bumper campaigns measured generated a 14% increase in brand awareness.

Contact us

Of course, our team is always ready to discuss possible strategies for your site and e-commmerce.
Our SEA Agency is here to help you!
Don’t hesitate to give us a call at +33183819060 or send us an e-mail at contact@adenab.com.

See you soon

Facebook campaign: towards automatic campaign budget allocation

Posted on by Adenlab Adenlab

If you’re using Facebook’s Business Manager to manage your sponsored campaigns, you’ve set your budgets when creating your campaigns.

In the image below, you can see that in step 3, you can select “optimize campaign budget”.

Well, this option will become mandatory for all your campaigns in February.

Creating a Facebook campaign

Creating a Facebook campaign

Why optimize your campaign budget?

Campaign budget optimization allows you to allocate your spend in the most effective way to achieve the best results, and to ensure that the cost of those results matches your bidding strategy and campaign objectives.

It’s a way of automatically distributing your campaign budget across all your ads and guaranteeing optimal results.

This feature automatically seeks to allocate your budgets in order to seize the best opportunities for results.
The idea is to automatically determine which advertisement will obtain the best results, and to present it more often than others.

Historically, you could choose between: – automatic budget optimization – and manual budget distribution (at ads group level)
The diagram below shows the 2 budget distribution modes offered by Facebook’s Business Manager.

Campaign budget allocation options

From now on, manual budget allocation will no longer be an option. Automatic budget distribution will be the rule.

What actions need to be taken to make the most of campaign budget optimization?

With Facebook’s automation and machine learning, you need to prepare and organize your campaigns for learning those same campaigns.

Facebook says “to avoid inefficient spending, it’s important not to interrupt and then manually restart your ad sets”.

In fact, Facebook’s algorithms are enriched by the behavior of your targets and the history of your results.
It is therefore essential that your objectives are clear and that your audiences and targeting are consistent.

Here's what you need to review

  • Campaigns that contain different conversion points of unequal value should be segmented into different campaigns.
    An example would be to have one group optimize for Add to Cart and another for Optimize Shopping. The system will favor the add-to-cart ad group because it naturally gets more “conversions”. This distorts your results.

  • Don’t mix retargeting ads with prospecting ads (whose targeting is higher up and in the middle of your conversion funnel) as this tends to send mixed signals to the algorithm.

  • If you’re geo-targeting with specific objectives or budgets by geo-targeting, you’ll need to segment your campaigns according to geo-targeting in order to fully control these elements.

  • Think about the personas and audiences you want to target when creating your campaigns. Gather your top audiences into a single campaign and allocate a significant budget to it. If you want to test new audiences: create a separate campaign.

Don’t hesitate to consult our Facebook campaign creation guide, to take you through the steps involved in launching your campaigns.
We remain available to discuss with you if you need advice or need to delegate your social and SEA campaigns.

See you soon;)

15 ways to reduce your cost per click in Google and Facebook ads

Posted on by Adenlab Adenlab

As anecommerce business, with all the changes in the marketing ecosystem over the last year, you’ve certainly had to rethink your priorities in terms of return on advertising investment.

And while many metrics have an impact on ROI, let’s first take a look at cost-per-click (CPC), which has an impact on your Google Ads spend and campaigns.

How to reduce the cost per click (CPC) of Google Search ads

Google Search is the starting point for all digital advertisers in developing their online presence. Yet the cost of running Google Search ads is still disconcerting to many.

What is the average CPC for Google Search ads in 2021?

Over the past four years, the average CPC for Google Search ads has varied between $2.39 and $2.69 in the USA. This average is slightly higher for the legal and government sectors. Wordstream data shows an average CPC of $2.39, but if you exclude the legal sector from the list, the average CPC is $1.72.

Google search ad CPC history:
– 2018: $2.69 (between $1.16 and $6.75)
– 2019: $2.41 (between $1.30 and $6.35)
– April 2020: $2.76 (between $0.82 and $10.96)
– June 2020: $2.39 (between $0.21 and $15.82)

Although search ads have been around the longest in the world of digital advertising, people still feel like they’re struggling to lower their CPCs. So here are three tips for saving money:

1. Choose your keywords wisely, and don’t settle for the cheapest one!

Keyword research is a given when it comes to Google search, but it’s not just a matter of discarding the most expensive keywords on average. Our advice: don’t ignore a keyword because of its price, but choose it according to the volume and types of search queries you want to attract.

For example, if your most profitable keyword is also your most expensive, you can’t afford not to bid on it. But you can reduce your keyword list to save on other expenses while you’re bidding on this high-converting keyword.

Or, a more expensive keyword may have a higher average search volume, which can translate into more clicks on your website – increasing your expected CTR. This improves your quality score, enabling you to get more clicks for less money in the long term.

In short, you can always choose your keywords based on cost. But make sure you also consider the volume and intent behind those keywords. A good mix of low-cost and high-paying keywords will enable you to get the lowest CPC possible without sacrificing the quality or quantity of conversions.

2. Improve your ads and landing pages to increase your quality score

Remember that bidding is only half the battle when it comes to paying for a click in an auction. For example, an advertiser with a low bid but high quality score may still win the auction and be more likely to get a click at a lower cost (this is a case where quality score is important).

Google is willing to make this compromise, because it wants to make as much money as possible from paid search ads without sacrificing the user experience. So Google will accept an offer that results in a cheaper click if it means the ad will be more useful to the surfer (in other words, a higher quality score).

In addition to the expected click-through rate, your keyword quality score also takes into account the relevance of the ad and the landing page experience. So try to devote time to regularly updating your ads and including new, relevant keywords.

You can also take a look at Google’s suggestions from the platform’s ad editing section to see where your current ad strength lies and what you can improve.

When it comes to your landing pages, make sure your main keywords appear on the page, just as you would with your ad text.

3. Try the Research Partner Network

Google’s Search Partner Network allows your ads to be displayed on any other search-enabled site in the Google family.

Historically, clicks from search partners were cheaper, because they were less competitive. You can choose to include your campaign and measure results against the Google SERP at any time, which is an excellent way to test the cheapest clicks.

How can I reduce the cost per click (CPC) of Google Display ads?

Google Display ads behave differently from Google Search ads, which makes estimating costs a little more confusing. To help you out, here’s the latest data on Google Display:

What is the average CPC for Google Display ads in 2021?

Over the past four years, the average CPC for Google Display ads has fallen. According to Wordstream, it has dropped from $0.66 to $0.41. And if you take out the Occasions and Gifts sectors, the cost-per-click (CPC) is even lower, dropping to $0.34.

Historical display CPCs:
– 2017: $0.67
– 2018: $0.63 (ranging from $1.16 to $6.75)
– 2019: $0.59 (ranging from $0.60 to $0.81)
– April 2020: $0.41 (ranging from $0.28 to $1.01)

Reducing CPCs for Google Display ads is not a common goal, as they’re often just a few cents per click. Even so, you need to look at your advertising efforts holistically to see where you can save money to offset areas that are worth investing more in.

Here are a few ideas for further reducing your display CPCs, so that you can devote these expenses to potentially more expensive and higher-value keywords in search.

4. Exploit exclusions

Since Display ads can be displayed by default across the Display Network, it’s important to use exclusions to avoid spending on more expensive, irrelevant clicks.

There are the normal exclusions available for all campaign types that you can also apply to Display, such as locations.

In addition to the basic essentials, such as locations, here are some Display-specific exclusions you’ll also want to check:

– Subjects: Are there any types of pages with content related to subjects that wouldn’t be suitable for your Display ad?

– Audiences: Are there additional audiences you don’t want to target? For example, your customers or remarketing audiences.

– Placements : Do you want to display your advertising on all types of websites or applications?

You can easily update and manage display exclusions with Google’s dynamic exclusion lists.

5. Reassess your bids

The amount you’re willing to pay per click correlates with the amount the platform is willing to accept. If competition and other factors help you determine the bid amount for your Display ad groups (manual bidding is only defined at ad group level on Display), you can also try reducing your maximum CPC bid to attract only the clicks that match your budget.

However, if you’re using an automated bidding strategy, you can’t always make this specific call (unless you adjust the strategy’s objective, maximum or target).

Your best bet is to A/B test the bidding strategies that seem most effective.

6. Test your audience targeting with A/B testing

As well as testing different ways of bidding to get the lowest possible bid, you can also apply several audiences to your Display campaign and compare which ones get the lowest CPCs. The approach is similar to that used to select keywords for a search campaign.

The most profitable audience doesn’t necessarily have the lowest CPC. However, it’s best to try out several audiences to see which one makes you the most money, or to have a healthy balance between a high-paying audience and a low-cost one.

How can I reduce the cost per click (CPC) of Google Shopping ads?

Google Shopping campaigns can be tricky to get to grips with, because their infrastructure is different from the one you’re used to for search or display.

What is the average CPC for Google Shopping ads in 2021?

According to Wordstream’s most recent data, the average CPC for Google Shopping ads is $0.58, with a range from $0.17 to $1.55.

Google Shopping CPC history:
– 2019: $0.66 (ranging from $0.34 to $1.09)
– April 2020: $0.66 (ranging from $0.29 to $1.07)
– June 2020: $0.58 (ranging from $0.17 to $1.55)

Reducing the CPC of Google Shopping campaigns takes time and patience! Here are a few ways you can get a head start now to achieve lower CPC results over the long term:

7. Create negative keyword lists including a few competitors

Since you can’t choose your keywords in Google Shopping campaigns, a healthy negative keyword list is at the heart of any successful Shopping campaign.

But how can you optimize this list for CPC?

We know that stronger competition on the SERPs can drive up CPC prices. It may therefore be a good idea to eliminate the names of big-brand competitors that you feel don’t match your company’s products on the SERPs, especially if you’re a brand that’s not yet well known.

This way, you’re on an equal footing and not paying for more expensive clicks because you’re appearing next to big brand products.

8. Try the “priority” structure for auctions

It’s advisable to prioritize the structure of your Shopping campaign according to the type of traffic your products are targeting. This way, you’ll be able to distribute your bids to save on your overall CPC.

For example, competition for generic searches is higher, and this audience is more likely to be at the top of your conversion funnel.

If you don’t want to waste your high bids on searches that have a low probability of conversion, but still try to capture this audience, there’s a solution: the priority bid campaign structure.

It takes risks on CPC, but helps your campaigns evolve.

9. Optimize your product flow attributes

Google associates your products with searches based on your product feed. If your attributes are inadequate, you’re more likely to waste your CPC on irrelevant clicks.

If you feel that your CPC is high, take a step back and examine your product flow. Are all attributes correct for each product?
Can you modify the attributes of your products to better match the intent of your ideal researcher?

By answering these questions and manually optimizing your Google Shopping product feed, you’ll help Google match your product ads to the best possible searches to maximize the value of every click you get.

How to reduce the cost per click (CPC) of Facebook ads?

Facebook ads are totally different from Google ads, as they can’t be displayed within a search box. So you need to optimize them not only for display when someone is browsing Facebook apps (including Facebook, Messenger and Whatsapp), but also to get the cheapest click possible.

What is the average CPC for Facebook ads in 2021?

For all campaign objectives combined, the average CPC for Facebook ads is $0.97, with a range from $0.25 (catalog sales) to $3.30 (brand awareness).

Although it’s not as simple as choosing the cheapest keyword, Facebook’s advertising platform allows you to make interesting changes to reduce CPC:

10. Perform A/B tests on your advertising copy

One of the easiest ways to optimize clicks on Facebook is to try changing the text of your Facebook ad.

You’d be surprised how two different ads within the same ad set can generate completely different average CPCs.

This is because Facebook’s machine learning classifies your ad before deciding when, where and how often to show it.

If Facebook determines that the text and images in your ad won’t drive any actions, you’ll pay more for the click of that ad.

To perform an A/B test on your Facebook ads, try swapping images, CTA buttons or text to improve the CPC of your Facebook ad.

11. Choose your campaign objective wisely

Choosing the wrong objective can be a costly mistake when it comes to Facebook advertising.

Indeed, the objective of your Facebook campaign determines how your ad will be delivered. As with Google’s automated bidding strategies, certain objectives can result in a higher CPC, as they prioritize other actions.

For example, a campaign objective optimized for conversions may appear at times when the CPC is higher because you’re more likely to convert.

It’s best to try out a campaign objective that best matches your final objective, and if you’re not sure, split your campaigns to test two objectives simultaneously!

12. Try ad programming

Ad scheduling is a cost-saving feature that you can apply to the ad sets in your Facebook campaigns.

Although this feature is only available if you’ve set a lifetime budget, you can use ad scheduling as a way of controlling your overall Facebook costs and even your CPC, as you decide when your ads are shown.

So, if you notice that you’ve attracted irrelevant clicks that drive up your CPC, but don’t convert, you can think about when your audience will most appreciate your ad.

If you’re a bar owner and your Facebook ads run at breakfast time or outside opening hours, you run the risk of increasing your CPC on wasted clicks!

How to reduce the cost per click (CPC) of Instagram ads?

Under the umbrella of the Facebook platform, Instagram ads live within another social media that can be tricky to untangle when it comes to your CPC.

What is the average CPC for Instagram ads in 2021?

Instagram’s average CPC is $1.23 for all campaign objectives, with a range of $0.20 (traffic)-$7.00 (lead generation).

What is the average CPC for Instagram ads in 2021?

Instagram’s average CPC is $1.23 for all campaign objectives, with a range of $0.20 (traffic)-$7.00 (lead generation).

The current CPC of your Instagram ad is not an end in itself, don’t forget! But you can still work towards a lower CPC with the following optimizations:

13. Customize placements

If you’re running ads only on Instagram from Facebook’s platform, then you already know that you can customize your placements.

However, even within Instagram placements, there are multiple ways to display: on stories, news feeds, and more.

Make sure you select the Instagram placements that best suit your type of advertising.

14. Be selective in your targeting

With such a saturated platform, it’s vital to be selective about who your ad is shown to. To save yourself a high CPC on Instagram, don’t cast a wide net.

With so many audience options to choose from, don’t be afraid to be selective by age, location and interests when configuring your ad set.

15. Focus on engagement

Once you’ve set up your ad set for specific targeting and placement, focus on the ad content that will drive engagement.

When your ads generate actions such as comments, likes and shares, Instagram’s algorithm will rank you higher.

Your ads will also be more likely to generate conversions and growth, as they will capture your audience’s attention.

For starters, try an Instagram video ad to engage your audience in the comments.

In conclusion

To reduce your CPC in Google search ads:

– Choose your keywords wisely (and not just on the basis of cost)
– Improve your ads and landing pages to obtain the best Quality Score
– Try out the network of search partners

To reduce your CPC in Google Display ads:
– Take advantage of exclusions
– Reassess your bids
– A/B test your audience targeting

To reduce your CPC in Google Shopping ads:
– Create negative keyword lists that include competitors
– Try the “priority” bidding structure.
– Optimize product feed attributes

To reduce your CPC in Facebook ads:
– Run A/B tests on your ad text.
– Choose your campaign objectives wisely
– Try ad scheduling

To reduce the CPC of Instagram ads:
– Customize placements
– Be selective in targeting
– Focus on engagement

Would you like us to help youoptimize your Google, Facebook or Instagramcampaigns? Contact us, our teams of online advertising experts will be delighted to help you with a specific topic or provide you with long-term support.

How do you create high-performance Facebook audiences?

Posted on by Adenlab Adenlab


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Creating Facebook audiences to optimize facebook ads campaigns isn’t rocket science, but with the almost infinite possibilities of targeting options available, it can get complex.

To succeed in your advertising campaigns, promote your products and get a good ROI on Facebook (return on your advertising spend), you need to focus your budget so that only relevant, qualified audiences see your ads. So how do you find the right audiences on Facebook, whatever your sector and type of activity?

In this article we will explain :

– How targeting works on Facebook
– How to optimize your ad sets for success
– And how to use Facebook Business Suite to learn more about your prospects

Here we go!

Introduction to audience targeting on Facebook

Typically, someone typing “buy fine point pens” into Google is looking for particularly fine writing utensils.

But on Facebook, while an incredible range of information can be harnessed to create hyper-granular audiences, the intentional component is generally not present.

Facebook doesn’t offer keyword targeting. You need to define an audience that is sensitive to your products, to which you want to deliver your ads. It’s a complete paradigm shift from Google Ads campaigns.

See also: “Guaranteeing the success of your Retargeting campaigns

That’s not to say that Facebook advertising isn’t useful. Quite the contrary. It’s a source of opportunity for all advertisers, B2C and B2B alike.

Facebook lets you attract audiences and people interested in your products or services, and nurture them with dynamic, engaging content, from initial exposure to the day you can close a deal.

Of course, to be effective, you need to have a thorough knowledge of who you’re targeting and, above all, how you’re targeting them.

It’s all about striking a balance between broad and specific audiences, effectively transforming your Facebook advertising efforts into a self-sustaining marketing funnel.

Promote your brand and products with broad Facebook targeting

Targeting large audiences with Facebook ads is the best solution for new campaigns, brand awareness and data collection.

Extended targeting gives Facebook a great deal of power. You have to trust it to algorithmically determine which subsets of humanity might be suitable for your product or service.

Although it can be scary to cast a wide net, this approach can help you find potential customers you’d otherwise never have suspected existed. You can also use the data you glean from targeting a broad audience to formulate more specific audiences down theconversion funnel.

Broad targeting, followed by a search in Facebook Business Suite and your reports will give you a better picture of the Facebook users who interact with your ads in a positive way.

Using overlapping demographic and psycho-graphic characteristics, you can match new, optimized core audiences with targeted ad creatives to drive more conversions.

Broad Facebook audience targeting in action

Let’s imagine you’re selling high-quality hats to people living in the USA. They’re woven from the silkiest alpaca yarn. They come with a small leather patch featuring your logo. They retail for $59.

You’re looking to take your Urban / Hipster clothing brand to the next level.
It’s time to start spreading the word, and there’s no better way to do it than through advertising and your Facebook campaigns.

Now, it would make no sense to target people of all ages all over France…

Facebook geographic audience

geographic audience selection

Now, a few words of caution.

You’re not going to be satisfied with this targeting in perpetuity. The aim is to use it to inform certain more targeted audiences to whom you’ll advertise with attractive, specific creations.

Think of this broad targeting as Facebook’s equivalent of the Display Network or a well-placed billboard.

By combining this information-gathering and brand-building strategy with more sales-oriented targeting down the funnel, you can create a steady stream of leads for your business.

It shouldn’t take up a large part of your overall advertising budget, but by allocating a percentage of your Facebook spend to large audiences like this, your business can benefit from the intelligence of Facebook’s advertising algorithm.

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Who should target a large audience on Facebook? Everyone!

Broader targeting will expose your brand to new prospects: people who would never have heard of you otherwise.

That said, your advertising and your offer will need to align with the lack of intent of your extended audiences. Your goal here isn’t to sell a hat or close a deal the same day: it’s to gain visibility and fill your funnel.

From there, you can create new personalized audiences, steering Facebook users towards a purchase as you learn more about their characteristics, wants and needs.

While you’re likely to get higher engagement using broad targeting (simply because of the number of people you’ll reach), the majority of your Facebook advertising budget should be allocated to targeted audiences that will have real business value.

Speaking of which…

Prerequisites for Effective Use of Target ROAS

Targeting specific audiences with Facebook ads is the best way to achieve profitable conversions.

In fact, by targeting specific audiences, you give Facebook a strict set of parameters to deliver your advertising package to a subset of users potentially interested in your offer and products.

Here are some of the ways you can define these more specific audiences:

– Make a list of the professional positions your customers tend to occupy, associate it with an affinity for the products you’ll be selling, e.g. Food or Cultural, then overlay it with specific locations.

– Leverage personalized audiences based on actions carried out on your website, such as newsletter subscriptions, time spent on your site or, of course, those who add to their shopping cart.

– Create a 1% audience by using your most profitable customers as your core audience.

These methods (and an infinite combination of other specific targeting methods) can help you skip a few steps between the moment a prospect says “hmm, that sounds good” and the moment they enter their credit card number to buy your product.

By drastically reducing the number of people in each audience, you can tailor your creative to the characteristics and actions of a group of prospects you’ve created, improving your chances of success.

Of course, you also significantly reduce your ability to reach large swathes of the Facebook user audience.

That’s why it’s important to combine broad and specific audiences, using the former to channel new prospects to the latter.

Specific audience targeting on Facebook in action

As you already know, there are countless ways to define an audience on Facebook.

The term “specific” does not explicitly refer to the use of personalized or “lookalike” audiences, but rather to a well-defined set of Facebook users.

Basically, anything that maximizes audience targeting can be defined as “specific” audience targeting.

The three main ways to achieve this are :

  1. targeting by level
  2. personalized audiences
  3. similar audiences

1- Targeting by level

Facebook lets you overlay a myriad of targeting options to create new granular audiences.

The advantage of this method is obvious: you can tailor and personalize your advertising to the characteristics of small, overlapping audiences to show your prospects how your product or service meets a specific need.

For example, if you’re selling home insurance, you’ll want to target people who have recently bought a house.

But more specifically, you can use the tiered audience to create variations in the audience of new homeowners based on characteristics such as house type (apartment, townhouse, house with garden), property value and household composition.

This Crédit Agricole ad, for example, would be perfect for people who have just bought a house, but completely useless for apartment dwellers who wouldn’t recognize themselves in the advertising image.

By dividing recent home buyers into segments using tiered targeting, you can deliver completely different ads to the 20-year-old couple buying a one-bedroom apartment in Paris, the family of five in the South-West, and the recent divorcee with a seaside apartment in Cannes.

Producing creatives that are specific and personalized to your personas can be an excellent way of increasing conversions in the middle of your sales funnel.

2- Customized audiences

Custom audiences allow you to target Facebook users based on the following:

– Your customer file (the e-mail addresses you upload)

– Your website traffic (provided the Facebook pixel is present on your site)

– Application activity (pretend it doesn’t exist)

– Engagement (explicit action on Facebook or Instagram)

Of the four possible sources for personalized audiences, the most valuable are, without doubt, customer files and website traffic.

Note that personalized audiences are often the smallest audiences you can create on Facebook.

This makes it difficult for Facebook to distribute your creations unless they reach supreme levels of engagement, as reflected in the relevance scores of your Facebook ads.

The “client” component of customer file audiences is not essential: you can download any list of e-mail addresses and reach Facebook users whose e-mail address identifiers match.

Use these personalized audiences to upsell to existing customers, offer a product demonstration to people who have downloaded specific content: the possibilities are endless.

Ditto for personalized audiences generated from your website’s traffic, use Google Analytics to determine which pages people tend to visit, make sure the Facebook pixel is on those pages, create an audience and serve ads that expand on the content prospects have viewed.

3- Similar audiences

Facebook Similar Audiences are the icing on the cake of Facebook advertising.

While personalized audiences are generally limited – since you have to upload a list or supply users based on actions taken on the application site – similar audiences are simply aggregated users whose characteristics mirror those of a selected source audience.

The degree of correspondence can be modified (1% representing a near-facsimile and 10% a second cousin).

Create an audience similar to your site’s buyers

The “source” audience for your lookalikes can be any Facebook audience you’ve already created;

To maximize their value, however, you should use converters, based on the Facebook Pixel, or customer e-mail addresses.

In the example above, the source is the buyers, identified by the pixel.

Create an audience similar to your site’s buyers

The “source” audience for your lookalikes can be any Facebook audience you’ve already created;

To maximize their value, however, you should use converters, based on the Facebook Pixel, or customer e-mail addresses.

In the example above, the source is the buyers, identified by the pixel.

There’s no point in creating a lookalike of people who, having seen an ad as a member of one of your larger audiences, haven’t interacted with it, or interacted negatively.

In brief

– Similar audiences are one of the most effective ways to get immediate value from Facebook ads.
– Tiered audiences are a great way to take advantage of Facebook’s inherent intelligence without spending a lot of money.
– Finally, personalized audiences are the ideal way to activate mid- and lower-level audiences in your Facebook advertising strategy.

Now that you know the differences between broad and specific targeting of Facebook audiences, here are three tips to help you use them more effectively.

😇
Tip 1: Reach (and act on) statistical significance as soon as possible.

Statistical significance refers to the point at which you have accumulated enough data to make an informed decision about performance. It’s essential for both broad and specific audiences, but for very different reasons.

With extended audiences, you need to determine and act quickly on statistical significance to avoid wasting ad spend on whole swathes of tangibly interested Facebook users.

This is where Facebook Business Suite can really become an invaluable tool in your arsenal.

When it comes to more specific audiences, those likely to get conversions quickly, tailoring your targeting and ad creative based on performance will ensure that small, valuable audiences aren’t frustrated by your efforts.

This is the best way to determine whether or not an audience is working, and therefore to begin the never-ending process of optimizing Facebook conversion rates.

It can be tempting to divide your campaigns into dozens of ad sets based on this information. According to Facebook, this is a big NO:

“You want to segment your campaign into several smaller ad sets to see which one performs best and use that as a template for future ad sets. However, with so many ad sets, it’s unlikely you’ll get a statistically significant number of results for any of them anyway.”

Too wide and you’re background noise. Too narrow and meaning is unattainable. To counter this, use engagement data from both broad and specific audiences to inform your ad creative.

If something isn’t working at all, use this audience information to modify your targeting and re-engage your prospects.

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Tip 2: Base similar audiences on high-value-added sources

As I said above, sources such as comments on articles or engagement on the Facebook business page are not viable bases for your sister audiences on Facebook.

There’s no way of knowing whether their features represent a discernible commercial value that you’d like to reflect. But that’s not the only problem. Lookalike audiences tend to be too small.

Use the most valuable sources at your disposal to create look-alike audiences.

Leverage the Facebook pixel and your CRM’s proprietary data to distinguish between people who say “oh great, a link [click] eh” and those who have already paid for your product or service.

If you’re an experienced advertiser with a large amount of data at your disposal, you can take this discerning attitude even further.

Distinguish between customers and major customers (those who spend the most, etc.) and create similar audiences for both groups. The first group can function as a large audience. The second, a specific audience. As soon as they populate, you’ve got gas to spare.

😇
Tip 3: Quality is more important than volume (especially with personalized audiences)

This is related to our last point, but it bears repeating: quality is greater than quantity. Final point. A key way of determining quality (apart from conversions and revenue) is to check relevance scores.

The relevance score is Facebook’s measure of the quality and level of engagement of your ads. Your relevance score is important because it determines both your cost per click on Facebook and the frequency with which Facebook displays your ad.

While it can be difficult to maintain a solid relevance score across a broadly-targeted set of ads, it’s not impossible: all you need to do is understand your audience and test perpetually.

Combined with a compelling offer and attractive advertising creative, a quality audience of 100 people is better than 10,000 strangers every day of the week.

Finally

Remember: introduce your brand to a range of prospects by targeting a broad audience, then sell to them by targeting a specific audience.

Facebook ads aren’t easy to understand, but if you understand audience building and implement a consistent targeting strategy, you’ll be well on your way to success in paid social.

And don’t forget to set up remarketing lists that will allow you to serve ads to your “hot” audiences or reactivate your customers 😉

If you need more advice and want to delegate your Facebook campapgnes and Instagram campaigns, our social media experts will support you in your developments.

Pixel Meta: Settings and optimization

Posted on by Adenlab Adenlab

What is Pixel Meta?

The Meta pixel is a piece of code (Javascript) that you place on the pages of your website.

It allows you to track the people who visit your website.

It also allows you to track conversions from your Facebook ads and create retargeting audiences based on people who have visited your site or specific pages.

The basic Meta pixel code must be installed on the pages of a website.

Copy and paste it into the header of each page of your website=> However, we recommend that you use a Tag Manager.

Pixel Meta evolves

The difficulty lies in setting up standard events (additional code) to measure specific actions on your website, such as a purchase, an addition to the shopping cart, a registration, etc.

Meta knows this very well.

So, in June 2019, Meta introduced a new event configuration tool that lets you install standard pixel events without even touching your website’s code, which sounds incredible in itself.

Recently, this has even become Facebook’s default option. The “manually add event code” option is deliberately left out.

Meta wants to do the work for you and make your life easier.

Meta has also extended the number of standard pixel events.

Previously, there were 9 of them:

  • Buy
  • Generate leads
  • Registration completed
  • Add payment information
  • Add to basket
  • Add to wishlist
  • Initiate a payment
  • Search
  • Display content

Once you’ve chosen an event, you can customize it with parameters and install it on your site either manually or via the event configuration tool I’ve already shown you.

Source : https://daniloduchesnes.com/blog/nouveautes-facebook-ads/

How can you use Instagram Insights to create a high-performance strategy for your ecommerce business?

Posted on by Adenlab Adenlab

The data provided by Instagram Insights (or Instagram Statistics) helps you understand your users.

They tell you how they do things, what they prefer and who they are. You can certainly make business decisions based on intuition, but you’re much more likely to achieve your goals by validating your assumptions with hard facts.

Measurement: the sinews of war!

The data and analytics provided by Instagram Insights (or Instagram Stats) help you measure the impact of your marketing efforts to determine whether you need to act differently, for example by targeting a different audience, posting at a certain time of day or experimenting with a new content format.

Social media is no different from other aspects of your marketing strategy in that it can be measured and improved continuously.
In this article, we explain how to use Instagram Insights to build a more effective Instagram strategy

Download our white paper

What is Instagram Insights?

Instagram Insights is a feature that allows users of professional accounts to see analytics related to their profile and posts. From this data, you’ll be able to identify what your audience likes and engages with most, so you can improve your Instagram strategy.

Here are the key data marketers need to know, understand and use.

How do you convert your Instagram profile into a professional profile?

To understand how to use Instagram Insights, you first need a professional profile.

If you already have a personal account, you can switch to a professional profile.

Here’s how to convert your account in just a few simple steps.

1. Create a professional Facebook profile

An Instagram business profile will give you access to additional features and tools to help you grow your audience. However, in order to create a professional Instagram profile, you need to have a Facebook page for your business. It’s through Facebook that you add payment credentials and the like.

2. Make sure your Instagram profile is public

You want to grow your audience and get your posts seen by Instagram users who don’t know your brand. For this reason, your Instagram profile will need to be made public before you convert it into an official Instagram business profile. Here are the steps to follow:

Step 1: On your profile page, press the hamburger icon in the top right-hand corner.

Second step: press the cogwheel icon to access your settings.

Step 3: Select “Privacy”.

Step 4: Activate the checkbox next to “Private account”.

3. Return to your settings page and click on "Account".

Return to your Settings page by clicking on the hamburger icon and pressing the cogwheel icon. You can also use your phone’s back button to access it.

Press Account in the Settings menu.

4. Select "Change account type" and choose "Switch to corporate account".

By choosing Switch to Professional Account, you effectively convert your Instagram profile to a professional Instagram profile.

5. Configure your company profile

You’ll be prompted to review and edit your business details, including business category, contact information, and more. You’ll also be asked to select the Facebook page you’d like to associate with your profile (from step 1).

6. Press "Finish

Once you’re set up as a business account, you can start using Instagram Insights. Here’s how to get started.

How can I read the statistics on Instagram posts?

1. Open the hamburger menu and click on "Insights".

To view Insights on your entire Instagram account, start by going to your profile. Then, at the top, click on the hamburger icon and select Insights from the menu.

From here, you can access the recent highlights page, where you’ll find general information about how people are engaging with your profile, such as how many followers you’ve gained or lost in the past week.

2. Measure the reach of your posts with Instagram Insights

Click on the Reached Accounts section. Reach reflects the number of unique users who have seen one of your Instagram posts.

3. Track profile visits and followers

On the Reached Accounts page, under Account Activity, you’ll see Profile Visits. Profile visits show the number of times your Instagram profile has been viewed.

4. Determine website clicks

Website clicks can also be found in the Account activity section. This overview reflects the number of times the links you’ve included in your company profile have been clicked.

5. Track content interactions

Return to the Recent highlights section and press Content interactions. You’ll see a page showing how your content is performing in terms of engagement, with a breakdown of metrics by content type.

6. Follow your followers

Return to Recent highlights and click on Total followers. This takes you to the Follower Breakdown page.

This page reflects the number of followers you’ve gained or lost over the past week, as well as the average times of day your followers use Instagram – data that can be very beneficial when planning posts.

7. Learn what actions have been taken on your post

To view insights on a specific Instagram post, start by visiting your profile. Tap the post you’d like to focus on, then click View insights below the image.

This information indicates the number of actions users have taken on your profile after seeing your post – for example, visiting your profile, then taking an action such as clicking on your website link or following you.

8. Use "Discovery" to see where your message has appeared in the feeds.

As the name suggests, this information shows where your publication has been seen – or discovered – most often, including how many accounts weren’t already following you when they first saw the publication.

This section includes impressions metrics, which reflect the number of times your post was discovered from a particular Instagram location, such as the user’s home feed, a search, your profile, a location tag or a hashtag.

Discovery insights also include data on a message’s reach – which reflects the number of unique accounts that have seen your message.

9. View Story previews

Finally, Instagram users with a professional profile are able to view insights from their ephemeral Stories.
To view insights from your Stories, return to Insights and scroll down to the Content you’ve shared section on the Recent Highlights page.

Scroll down to the Story section, and you’ll be able to see information on older Stories, as well as those that haven’t yet expired.
Next, we’ll look at more specific information you can explore.

Impressions

This overview represents the number of times your Story has been viewed.
When viewing this information, remember that you can add multiple images or videos to your Story. In this case, each piece of visual content in your Story is counted as a single photo or video in your post.
Let’s say you add six photos to your Story. Whether someone views just one or all six, Instagram only counts your entire Story as having received an impression.
The same applies to Story content that has been viewed by a single user more than once. Instagram still only counts this interaction as the entire Story having received a single impression.

Forward jump

This preview reflects the number of times a user has touched the photo or video in your Story to move on to the next multimedia item.

Back to the past

This preview reflects the number of times a user touches the photo or video in your Story to return to the previous media item.

Answers

This overview reflects the number of times users send messages via the “Send message” text box in your Story.

Transfers to next account

This indicator reflects the number of times users swipe to move to the next account Story – not to be confused with “tap forward”, which reflects users moving to the next item in your Story.

Outputs

This overview reflects the number of times a user leaves the Stories section entirely to return to the home feed.

Measure your effectiveness with Instagram Insights

Now that you know how to use Instagram Insights to access user data, you can analyze that data and determine what works for your audience (and what doesn’t). From there, creating content that gets better engagement will be much easier. All the more reason to boost your digital strategy on Instagram!

Find out more about our digital marketing agency don’t hesitate to contact us