Normally, when we diagnose advertising data, we will first look at the CTR indicator
The CTR (Click-Through-Rate) indicator is the click-through rate of the ad. For example, if your ad is displayed to 100 people and 5 people click on the ad, then the click-through rate of the ad is 5%. In the placement of counterfeit product ads, this indicator should generally not be lower than 5%, otherwise, your ad material will have a lot of room for optimization.
Why do I look at this indicator at first glance? This is because I usually use this indicator to make a qualitative judgment on the front-end ads. Only when there is no problem with the front-end ad material and copywriting, can I further analyze the CPM, CPC and add-to-cart indicators.
In theory, we can understand it this way: the higher the CTR ➡ the higher the CVR (conversion rate) ➡ the better the advertising revenue ➡ the higher the ROI, but in actual placement work, CTR is not necessarily a very important KPI indicator. Why do you say that? Whether it is an independent website or other industries, most of the KPI indicators are determined by the ROI/ROAS indicators. The reason is simple, because these indicators directly affect your investment-output ratio.
When your advertising sample data is large enough, we still need to use the ROI indicator to measure the advertising effect. On the contrary, the CTR indicator can only be used as a secondary factor in KPI considerations.
Below, I use a data report chart of someone else’s APP installation on Facebook,
This is an account that consumes more than 80,000 US dollars. The sample data is very rich and sufficient. We choose the single APP add-to-cart (Mobile App Adds To Cart) Cost per result as the most core indicator to measure KPI.
Using the comparative analysis method, the red advertisement with the highest CTR indicator consumed a total of 12,828.86 US dollars and obtained 419 results. On the contrary, the green advertisement with a very low CTR indicator Cost per result indicator (20.35 US dollars) is much lower than the red one, and the total consumption is also much less. In other words, if the same budget is consumed, the green advertisement can obtain at least 630 results, and the ROI is significantly better than the red advertisement.
Therefore, we can see that in the actual measurement of advertising effectiveness, we cannot simply use CTR to consider the effect, because the ultimate essence of any advertisement is: with the help of intelligent algorithms, the created advertisements are delivered to the people who need them most.
In theory, as long as our CTR indicator is not particularly reliable, then in the actual delivery work, the CTR indicator can be appropriately ignored.
1) Absurdly low
At this time, you need to check the advertising copy materials, for example, whether the wrong pictures or videos have been uploaded, and the materials are so outrageous that people have no desire to click; for example, whether the audience is positioned incorrectly, and it is obvious that a large LV flower bag is to be chosen, but the audience chooses men.
Well, I can also understand that male friends may buy a bag for his wife or girlfriend, but the proportion and probability are very low and negligible.
If you encounter this situation, you must promptly discover, adjust and optimize the advertisements, especially the company’s operational pitchers. Otherwise, once such low-level mistakes occur and cause major losses, you will also face the risk of being optimized out.
2), Ridiculously high
When your ad CTR index is very high, but the effect is very low, you should consider whether you have done a title party. Always remember that a title party that is too exaggerated will not have much significance for the conversion of our advertisements, and it will waste the budget in vain.
In the Meta advertising of counterfeit brands, due to the nature of the industry, our advertisements cannot collect sample data as much as ordinary products. Therefore, the CTR index reflects the advertising effect of a short timeline. The index meets the needs of the general industry and has a certain reference significance. Therefore, we generally use the CTR index to do two things in a short period of time:
1) Troubleshooting
2) Optimize materials and copywriting
But please note that these two uses are generally valid for only one week. In other words, once your knockoff brand advertising is stable and the core indicators meet the KPI requirements, for example, CPM and CPC are very good, etc., at this time, the CTR indicator can be used as a secondary reference. All you have to do is to maximize the budget and let the advertising run smoothly!
