Hi, I’m Jan Rezab,
this is Social Media Minute. Let’s talk about Facebook advertising,
the most important social advertising. People wonder, “How do I make
my advertising more efficient?” We’ve gone through all of those cycles: better content,
the metrics and the data behind it. Of course that’s true. We’ve also covered in past videos to watch negative feedback
on your videos. Of course, you have to. One important thing we have
not covered yet is Relevance Score. To have an increased Relevance Score,
which is a compilation of ways to get it, means you could have a 40 times cheaper
Cost Per Click than anybody else. That’s real numbers across
thousands and thousands of campaigns. So if your Relevance Score is 10,
which is very good, versus one, you can be 40 times cheaper on the CPC. Zero point zero something,
small dollars. If your Relevance Score is 1, 2 or 3, you’re paying 0.3–0.5 dollars per CPC. This is very important.
It’s a clear-cut science example why making better, more relevant content
is important for your audience. We’ve also noticed that many marketers
make a big mistake with frequency. Relevance Score and frequency correlate,
they are deeply interconnected. With frequency, TV marketers have been taught
“have higher frequency of your message”. But with social media,
it’s post to post to post. You don’t have to have
an extremely high frequency. In fact, we found that this is key,
that with growing frequency your Cost Per Click
keeps growing as well. So you’re paying more for the second,
third, fourth reach of a particular post. What is the ideal frequency? We went and found through our data
and our massive ads benchmarking tools what is the ideal frequency.
And the ideal frequency is simply one. Because you can do frequency capping,
you can optimize to have one view. I would recommend to optimize
a little over that, like not near two, and cut the ads at 1.2 or 1.3 frequency. Find the ideal frequency
for your message. Post a little less
than you might have had to. But make sure you get
the right message to the right people. And Relevance Score and frequency
are perfect metrics to always watch. Thank you. I’m Jan Rezab,
this is Social Media Minute. Watch us next week.
Every Monday morning.