 Hey, what's going on guys? Welcome back to another video. So in this one, we're going to be jumping into a relatively new ad account of mine, and I'm going to be showing you the basics when it comes to reviewing the results of any ad campaigns that you've may have ran. When it comes to running a successful business, regardless of whether it's dropshipping or e-commerce or not to be fair, then digital marketing is a very, very variable skill. It's also a difficult thing to learn because there's so many different data points and numbers and anagram, CPC, CTR, CPMs. What the hell does it all mean, right? So in this video, I'm going to take you through the basics and how to analyze the results of your initial ads that you've been running. And I'll show you the kind of key performance indicators that you need to be looking at initially. This is just the basics. If I was going to take you through a fully in-depth of everything I do from start to finish, it'd probably be quite a long video. So let's just start with the initial steps today. The reason I want to do this video is because I do a lot of one-to-one stuff with people. Most people are typically in the same situation. They've got a store up and running. They've got some products that they've found. They've spent a couple of hundred dollars on ads, maybe even a couple of grand on ads. And they haven't seen the results. They haven't seen the return they were hoping for. So at that point, it's then they decide to seek the help of somebody who knows what they're doing, somebody who's walked that path, somebody who has experience. And the first point or the first thing I always do is get them to set me up as a member, as a user of their business manager, so I can jump into their ad account and have a look at their initial results, see the strategy they've been using, delve a bit deeper into the numbers and identify the areas where there may be potential that they otherwise haven't spotted. So that's what I'm going to show you today in this video. I'm going to show you how to analyze the initial results and how to identify areas or demographics more specifically that could have really good potential, but you just might not yet have noticed. So with that being said, let's jump into this ad account here. It's a relatively new one. It's only about $16,000 has been spent in it. And I've got five different campaigns here to show you. However, in fact, I'm only going to focus on one. I'm going to focus on the one with the most results. And we will filter by selection to get rid of the other ones. And then what I'm going to do is jump into this and we'll have a look at the best performing ad set as well. We'll filter by this selection. And then we're just going to focus on the results of this one singular ad set has brought. So the total spend for this one is $6,500. The average cost per result is $37. And then what we're going to do is change the columns. Now you can, depending on what you're looking at, you can set up custom columns. So you can make sure you're looking at all the correct data and you have it wrote out or lined up, I should say, how you would prefer to see it. But for sake of simplicity and just starting with the basics, stick to performance and clicks. The three key performance indicators or three pieces of data that you're looking at initially. So when you're running ads, just to kind of bit of a side thing here, when you're running Facebook ads, you are doing one of two things. You're either testing or you are scaling. You're never doing anything else. When you're testing, it's all about working out where the interest is coming from. When you're scaling, it's all about potting your money into the areas where it's coming from that you've identified in the testing stages. So Facebook ads work best the more money that go through them. The reason why is because it learns on past data. The more data and ad set has, the better it can optimize, the better it can perform, the better it can deliver. If you go straight to the scaling phase and spend tons and tons of money, you might be spending it in the wrong areas. I'm going to show you how to identify those areas during the testing phase so you can make sure that you spend the money in the right areas when you do progress onto those scaling phases. Remember, in this video, we're only going to be focusing on analyzing the results. I'm not going to show you how I set up the ad sets or how I structure an ad campaign or an ad account, I should say. Perhaps if you want more information on those sorts of things, all you've got to do is leave a comment down below. So first things first, then what we're going to be looking at is we're going to go into our breakdowns here. I'm going to go to age. Facebook splits the results out into these different age ranges. We have 18 to 24, we have 25 to 34, 35 to 44, 45 to 54, 55 to 64 and 65 plus. What it also does for us, which is super valuable, it gives us how much of our budget, our overall budget. So we spent six and a half grand for this one particular ad set, 36 of that, 36 dollars of that six and a half grand has been spent on the 18 to 24 year olds and three grand of it has been spent on the 65 plus year olds. So as you can see, it's not always spent evenly. So this opens us up to Facebook potentially spending the money in the wrong places. From here on, then I'm going to show you two things. So number one, if you have an ad set that has quite a significant amount spent like this one, the only number you really need to focus on is your cost per result. As we can see 55 to 64 year olds is achieving a cost per purchase of less than 30 dollars is outperforming any other age range. If we compare this to the younger age ranges, we can see that the second you go above 54 years old and into this 55 plus brackets that the cost per purchase significantly decreases is a, you are getting back a lot more money for what your ad spend is. If we compare this to how our budget has been spent, so five grand of the six and a half has been spent on these better performing age ranges. So there's $1,500, which is not a small amount of money that's basically been spent in the wrong age ranges been spent on the wrong demographic. So if you take that $1,500 and put it into 55 year olds and over, you're going to be achieving a significantly increased amount of conversions of much better return on your money. Now, if you haven't got an ad set that's spent in this sort of money and you haven't got loads and loads hundreds of different purchases to choose from, then the three most important, at least in my opinion, pieces of data that you're looking for is your impressions. Super, super important in the beginning. I'll explain why of course your CPC link, so cost per link click, not clicks all. There's a big distinction between the two there. And you're also looking at CTR link as well, not CTR all again, big distinction. So the reason why we focus on the link elements is because it's a higher value action taken by the person who's seen your ad creative. For somebody, for example, to click on the actual video to make it bigger so they can see it, that is not as higher value action as somebody who's actually clicked the link to go to your website to potentially buy the product. Somebody who clicks the link, there's more intent behind somebody doing that than clicking the creative, which is why we focus purely on the link elements, the CPC link and the CTR link. So as we look through the results then and the different age ranges, we can clearly see the CTR is pretty consistent is as you go up in age range, the CTR basically increases. You can ignore the 18 to 25.2 is not a massive difference. It's less than 5%. So it's not anything to worry about. But generally speaking, 0.75, 0.79, 1.16, 1.45, 2.05. So these are the numbers that you're going to be looking at when you run those initial tests. You're looking at the age range that has the highest link click-through rate because that's a direct reflector of how interested that age range is in your product. Just make sure that when you're looking at these numbers, take into consideration the impressions. Try and get each age range to get at least 200 impressions, if not closer to sort of between 500 and 1,000. The reason being is because if an age range has only 50 impressions because you've been starting off on super small budgets, one single click can make your click-through rate look absolutely phenomenal, like 7%, 8%, 10% plus. So just try and make sure you get the impressions for each age range to be over 200, if not, like I said, closer to that 500 to 1,000 range because at least then you make a fair comparison of the age ranges against each other. So for example, if 18 to 24 year olds had only been shown or only had say 20 impressions and 65 plus had 10,000 impressions, it's not a fair comparison to make. It needs to try and be like for like or equal as possible. The other important factor is if only 20 people or only only 20 impressions from 18 to 24 year olds, that's not a true reflection of that audience demographic as a whole. It's not a fair test. It would be the equivalent of going on to your local high street and going up to the very first person and asking them if they have a dog and if they said yes, you would then make the assumption that everybody in your town owns a dog. It doesn't work like that. You need to get a better understanding of the overall average. So there we have it. We have the different age ranges we know that are responding best to this particular product, which is 55 plus. The next round of testing we're going to do, we're going to eliminate and remove anybody from 18 to 54 because they're not converting as well. They're not showing as much interest. So in that next round of testing, what it's going to do is force Facebook to spend the majority of your budget on the areas that are most interested. You can also do this for gender as well. So as we open this up, because of how much spend I can clearly be able to make a distinction between the two genders, female and male. As we can see, it's very, very similar in terms of cost per result. So what I'm actually going to do is focus on the CTR and the CPC because the cost per result is pretty equal. It makes sense to keep them both. But if you don't have purchases or cost per result as a guidance, then again, you just come back to impressions, CPC link and CTR link. In this case, we can clearly see that a female audience. So this top line, we can clearly see that the click through rate is double that of the male gender. So it makes sense to target females in this case. There's lots and lots of other things as well, which you can do by time of day, so you can have lifetime budgets and make sure you spend your budget in specific hours of the day to get the highest return. There's lots and lots of other things that you can go through and you really can kind of break it down to the nth degree. You can obviously do by country as well. I don't really recommend people go for a worldwide audience to begin with, just purely because we're smaller budgets, to spread that across potentially billions of people or at least hundreds of millions of people. It's going to be really difficult to get your impressions up for each age range in each country to give a fair and accurate representation. So what I usually recommend is just sticking to one country, testing that and see how it goes and then testing a different country in a completely different asset. So again, you can make those fair comparisons against each other. And so with that being said guys, that is Facebook ads analysis 101 to begin with basics, like I mentioned in the beginning. Hopefully you guys have enjoyed the video and found some value here to take away and got you excited about running your very next Facebook ad campaigns before you go. If you're interested in hiring some one-to-one help, i.e. me working with me so I can help you get your business off the ground up to an exceeding that milestone of 10k per month, then what you need to do is check out my mentorship program. I only work with five people per month. It's super exclusive. I put a lot of time and sweat and tears into helping every individual person. So if that sounds good to you, what you need to do is come below the video and find this mentorship link here. Click that. It's going to take you to this screen here. It's a series of half a dozen questions. It takes three minutes or so to fill out. It's purely kind of like a way of filtering out the people who aren't very serious about this. To be honest, I don't want to talk to those people who are serious about this and are ready to go all in, commit to their business and genuinely want to make and build a business that's going to change their lives for the better. In this series of questions, it will give me a chance to get to know what your current experience is and what situation you're at now, where you want to be in two to three months time with my help, and see if I can be the person to help you achieve that goal. If I can, you'll get through to my diary and you'll be able to select a date and time in which we can jump on it cool and have a chat together. Thanks for watching the video and I'll see you there.