How do I test the engagement to find my most interested shoppers?
Optimizing ads can be a difficult chore. Often you could say that Facebook provides too much information. The results of the information overflow are an overwhelming feeling of frustration by not having clear indicators and action items to help guide your optimizations.
There is simply too much information to look at all of it, and subsequently make decisions from it. One of the first rules of Facebook ads is to have a test built into your ads. On the surface, testing audiences and landing pages for performance are a great starting point. As a dealer, it is better to get more insight beyond basic metrics.
Two of the metrics that are reported on all the time clicks & VDP (Vehicle Detail Page) views. They both can't be ignored and are a nice piece to report on, but it is possible to add a little more value to standard click & VDP reporting especially when you are trying to gain insight to audiences and landing pages.
When these metrics are put in context with another commonly reported metric you gain some real insight.
The solution is this simple equation:
VDP views divided by Link Clicks or Landing Page Views
What this provides is an average of how many vehicles a user views on your website for each link, click, or landing page view.
The reason this average is important is that shoppers who are lower in the funnel are looking at all the available vehicles and are engaged shoppers.
The ability to measure this average engagement for audience or landing page performance will help you optimize your ads, so they are showed to the more engaged audiences and the more engaging website.
Now the initial frustration has been alleviated with clear indicators and action items.
These stronger actionable metrics will help you optimize your ads.