How to use these metrics
now that you know which four metrics to be looking at? The question is how you're able to adjust your ads based on the performance of each of these four metrics. So the first one we're looking at, as we mentioned before is cost per impression CPM Now the question is how do we change this? Cost per impression? And today there is really only two things you could do to adjust that number. You can either change who you're targeting or you can change the ad that you're showing those people. Those are the only two things you can change about your ad in order to improve performance. So before we get into how to do that, many people ask me what is a good cost per impression and the answer is there is no way to know broadly what target CPM you should be aiming for. So the best way to do it is simply to run $2030 worth of ads get an average cost per impression and then try to beat that number. So whatever your number might be, it might be $6 might be $35. The goal is to consistently try to beat ...
that number and that's true for each of these metrics. The cost per click the time on site and the conversion rate. So now we know what we can do in order to improve our cost per impression. The second metric CPC again has only a few things that can be changed in order to improve the cost per click. The goal obviously is to try to drive your cost per click down the more people that come to your site, the higher likelihood someone is going to buy. So just like the CPM only had two factors. The CPC only has two factors. Either you can improve the language on the ad or you can improve the landing page, you send traffic to. Those are really the only two ways to improve the CPC metric number three time on site. So I have seen so many times people running ads and they're super happy with the CPC, they're getting two cent clicks, five cent clicks but then people are only spending 10 seconds on your website. So what you need to figure out is how to keep those people on your site for as long as possible. So how do we do that number one is to make sure that the ad and the landing page match as much as possible. It should be very clear after they've left facebook, what they're supposed to do. So you see this so many times people talk about a specific item of clothing to buy and then you get to the homepage of the website and they have to try to find that specific product you want to make it as easy as possible for your users to get from the facebook ahead to convert on the exact offer you're talking about in the ed. This can be done either by matching the images up on the ad and the landing page by matching the headline from your add to your landing landing page, simply making the process as simple as possible and by making it clear to the user, this is where you belong. This is how you know how you got here. This is exactly what you're supposed to be doing now. That is going to keep people on your page longer and get them to spend more time on your site. The fourth metric is conversion rate. You've targeted the right people. You've gotten your cost per impression down. You're able to move these people from facebook onto your landing page and you're actually getting them to spend one minute or two minutes to actually read through your offer. Now how do I get them to convert again? There's only a handful of things I could do right now in this position in order to improve this specific metric number one make the order process as simple as possible. There is a crazy statistic from unbound which is a landing page provider that shows that the number of forms, the number of questions on your forms directly correlates to the number of people that convert on your offer. So if you just have one box, just ask for their email. The conversion rate will be about two times better than having a second box. Just asking for their name and email has dropped your conversion rate by 50%. And this is true as you continue to add more boxes. So next time you ask what their dog's name is or you know what the the last four numbers of your social Security number is. Remember that every additional question will lead people to leave your site and not ever come back. So make the form as simple as possible. Now, once you've done that, the only other thing you could do is test additional offers. So you've got this person to the site because of a free shipping coupon, Maybe try 10% off or some sort of bundle to get them to be incentivized to buy at the end of the day. Those are really the only two things I could tweak right now on my site in order to improve the conversion rate after I've already gotten people to spend that amount of time on the site.