Planning for Month 2: Troubleshooting Your Analytics
Now that you have one month in the books of running ads, your team can begin improving on the campaigns to get even better results. No matter how the stats looked, you now have valuable data that you can use to make next month even better.
Let’s look at some unique situations based on your CTR and CPC and create a plan for next month:
High CTR, High CPC
A lot of people are clicking on your ads, but it’s also costing a lot of money. This could be because of the bid strategy, or because of heavy competition in the area. Do a quick Google search to see if there are many competing ads showing up, and check your keyword list to make sure you’re not being too general.
High CTR, Low CPC
A lot of people are clicking on your ads, and the cost is low. This is exactly what we want to see! Your ads are doing great. Create more ads that follow a similar pattern, and track your church attendance.
Low CTR, High CPC
Not many people are clicking on your ads, and it’s costing a lot of money. This is a serious problem. If you’re seeing this combo, your ads may be poorly written, targeting the wrong audience, or tracking the wrong keywords. Pause them as soon as you can.
Need help running ads? Check out our 7 Tips to Run Effective Ads for Your Church for an in-depth look at creating and running a successful ad campaign.
Low CTR, Low CPC
Not many people are clicking on your ads, but it’s not costing you much money. You’re most likely in an environment without a lot of competition, so your bids for ad space are low, but your ads may not be constructed well enough to garner significant clicks. It’s fairly rare that you’ll have both a low CTR and CPC, but if you do, don’t be afraid to pause the ads and create content that is more engaging. Use the tips linked above to create better ads for next month.
Looking to supercharge your results?
Try running a video instead of a photo ad on Facebook or Instagram. A study by VidMob reported that video ads drive 48% higher sales than photo ads— that boost translates to church ads too.
On top of running ads for Grace Family Church, we created neighborhood-focused promo videos featuring landmarks from the neighborhoods surrounding each church campus. City-focused campaigns are common, but by going into each neighborhood and highlighting the people that live there, we were able to tangibly connect the church’s love for the neighborhood with its residents.
Want a video like this for your church? Contact us today about how we can create video content that builds your congregation.