hi there and welcome to this video my name is Charlie Morgan and this is North flow Consulting today I'm going to be talking to you about key performance indicators and why they are absolutely Paramount to um the success of any digital marketing campaign now a kpi key performance indicator is basically like a goal that you set it's a um it's an indication of performance it's usually a number so in digital marketing there's a whole array of kpis that you can use um and and there's there's dozens of them and a lot of the time not
all of them are going to apply to your campaign okay quite possibly the most generic one the one that will determine a lot of your success is cost per click so before you embark on a digital marketing campaign before you decide to run any sort of advertising campaign on Facebook or any other form of advertising for your business you absolutely must determine the numbers that you want to achieve or stay within the range of so when you've got a digital marketing campaign you've got a baseline right so this is your Baseline this is the number
you want so you might say I want my cost per lead CPL um to be no more than5 I want my cost per lead to be5 or $5 or whatever so that's your kpi at the start and these have to be realistic okay they've got to be you know it's the whole smart goal thing so specific measurable attainable realistic and time time phased um so they've got to be attainable you've got to be able to achieve them but you've got let's say you've got $5 leads right if you're running a campaign and you're getting leads
at $10 and your key and your kpi is $5 your campaign is not performing very well and one thing that you've got to understand with Facebook is that the second you start to get emotional with it you're basically gambling okay and you must must must must must must must listen to The Numbers when you open open up your ads platform when you're looking at your numbers and your performance and everything like that review the numbers and don't get emotional about if one of your adverts that you think was going to do really well if it
hasn't performed if it's out of kpi so if this advert that you're running is generate New Leads at $15 $10 more than you initially wanted to in the first place delete it even if you love it even if it's that your your dream advert and you think you've done the best job in the world when you first I'm embark on a campaign set your key performance indicators okay and the way you want to do this you might be thinking well what kpi is do I actually need to use what key performance indicators are applying to
my campaign well let's just take the gym um industry for example um we've worked with a lot of gyms so a lot of the time you're going to have cost per click how much does it cost you to get a click to your website or landing page then you've got cost per email or cost per lead or something like that and then typically you've got cost per conversion which is actually how many you turn how many of those leads you actually turn into paying customers um obviously you've got stuff like cost per um CPM which
is cost per thousand Impressions that you make and there's a few other things but the the main ones that you've got to focus on CPM so cost per a th000 Impressions then you've got cost per click cost per you know someone actually clicking to your website so if you spend 10 101 $10 and you get 10 clicks then your cost per click is $1 per click and then you've got your cost per lead which is basically um within your funnel you have to set this up right with your pixel within your funnel you've got the
CPL cost per lead um how much does it cost you to get someone to fill out their phone number email name whatever you're looking for and then cost per conversion you calculate later on down the line um you you got to keep this organized you got to keep spreadsheets because if you plan on spending considerable amounts of money on Facebook and it's um it's disorganized and if you're not running it with kpis with numb in mind you're just running it through through emotion and intuition and nine times out of 10 that's always going to go
wrong so I just wanted to film this short video to kind of give you an introduction and oversight into kpis just so that you're thinking about them just to put just to put some numbers in your mind you know if you're thinking right you know my budget for this for this month is500 on ads right or $500 on ads and I want to get 10000 leads so youve set your kpi your benchmark for a lead is $5 now that's very optimistic if you're new to Facebook ads and you haven't really run them before but um
it's possible trust me it's more than possible but when you're then running adverts take all the emotion out of it when you go into your ad set look at the multiple ads that you've produced and kill the ones that are outside of kpi kill the ones that have their cost per click higher than that or landing pages maybe you've got multiple landing pages and one of them's converting at $5 or5 and one of them is converting it $15 or15 kill that one kill it destroy it get rid of it delete it erode it it doesn't
matter how much you love it how much how well you think it's going to perform kill it when you're looking at kpis and the numbers you've got to give your ads a fair chance okay you can't just go in like two days afterwards after starting your ads and just thinking oh God that one's not doing very well that one's doing awesome because that's not enough time you really want to give your adverts a good four to five days before you can actually judge them and we call this the Garden of Eden and setting initial conditions
and everything that's the topic for another day but when you're looking at your key performance indicators you make no judgment until at least four days in so when you run an advert don't even look at it don't even judge it you want to look at it you want to make sure it's all performing you want to make sure Facebook's giving it Impressions and it's getting clicks and stuff but don't make any changes to it until you're at least four days in because if you do you're going to tamper with the DNA of the ad and
it's not a true experiment from there on so if after four days it's way out of kpi then leave it but you know the key is to be strict with the numbers get really specific about what you want to achieve and then delete all of the emotion out of your mind when you're comeing to review your adverts um there's obviously loads of more to this than meets the ey but I hope this short video brings you some value and gives you some more insight into how to effectively and successfully run an ads campaign for your
business my name is Charlie Morgan this is North low Consulting have a good day thank you
