If you watch carefully online, (or if you get on a call with someone trying to sell you PPC) you’ll see a lot of marketers throwing around some really impressive sounding income and marketing numbers.
But, many of the seemingly jaw-dropping numbers they boast about DON’T EVEN MATTER.
“Which metrics should you be paying attention to? (And which should you NOT be paying attention to?)”
When it comes to Facebook, there are numbers that have a lot of meaning, and there are ones that just seem like they do, but can be counterproductive.
These are called “Vanity Metrics” – which are the numbers/statistics that sound super cool, but in reality, mean nothing.
There are SEVERAL vanity metrics we want to protect you from, here are a few of the top-offenders:
#1 – Cost Per Click
Your Cost Per Click (CPC) is what you are paying every time someone engages with your ad.
We get asked all the time:
“What Cost Per Click should I aim for?”
On the surface this sounds pretty critical, right?
And a LOT of companies out there watch this number like hawks…
In reality, there are 2 different CPCs:
- One that tracks ALL the activity for that ad – including likes, comments, clicks, etc…
- One that tracks the LINK clicks that go to your landing page.
The first one (CPC ALL) – gives you a false sense of what you’re actually “getting” for your advertising dollars…and will make it look like you’re getting clicks for cheaper than you actually are.
Of the two, the LINK click report will tell you what you’re TRULY spending to have someone click on your ad and go to the landing page that you want.
Even this report though is misleading…
It often shows lots of people clicking your mobile ads for very cheap (compared to the desktop ad)…and so they automatically assume mobile is performing better, and they’ll kill off the desktop ad.
What REALLY matters in the success of an ad is what you pay to get the conversion.
BOTTOM LINE for CPC:
- Clicks ALONE don’t make you money.
- You don’t want to choose a winning ad campaign based on the CPC.
What determines whether an ad campaign is winning or not is based on the Cost per Conversion (a.k.a. – whether they click and actually DO what you want them to do.)
#2 – Video Views
People often ask us:
“Should I do video ads? Everybody is talking about video ads!”
The reason why everyone is doing video right now is because Facebook is trying to become the #1 video content provider.
In short, they are trying to beat out YouTube. They want to be masters of the universe in all areas, right?
Right now, they are rewarding people for doing video ads. You’ll see people getting incredibly cheap video views.
The problem is, it’s the WRONG metric…
I hear all the time:
“This is amazing, I’m only paying $0.003 per video view!”
But you have to also question what that actually MEANS…
- Did they watch it for only 3 seconds?
- Did they stay for 8 seconds?
- Did they watch the whole thing?
For the metric that most people are looking at, that is for a 3-second video view.
Tell me – –
How effectively can you get your message across in just 3 seconds?
At LTCEP, we’re always testing new ideas for advertising. Last month we spend a ton testing out video ads.
Here’s what we found:
While our campaign got us a TON of views, the video ads didn’t actually convert into registrations for our webinar nearly as well.
BOTTOM LINE for Views:
- It doesn’t matter how many people WATCH your videos.
- It doesn’t matter how many people read a post that you put out.
And it certainly doesn’t matter that you’re getting views for $0.003 (or some crazy low price)…
What matters is – Are these people DOING what you want them to do? Are they converting?
#3 – Google Analytics Traffic
If you’ve spent any amount of time in the internet marketing realm, you’ve probably heard marketers say:
“If you don’t see an increase in traffic to your website, you won’t make sales.” Or, “Your SEO isn’t Working”
But here’s the thing…
You can have a HUGE traffic increase, and have people who don’t buy from you.
This is one of the biggest misconceptions (or downright LIES) I’ve seen in the internet marketing world. There are marketers out there who mislead people to believe that if they have a big enough traffic increase, they’ll meet all of their income goals.
I see so many people spending their time obsessing about their traffic numbers.
And they put their energy into reaching this “magic number” that will be big enough for them to hit their income goals.
And it’s so disappointing for them to see that traffic size does not equal the size of your results.
BOTTOM LINE for list size:
- If you DO have more traffic, great.
- If you know exactly how to tap into it, awesome.
- But it’s NOT a requirement for growing your income.
- When you have a truly effective sales process, you don’t even need to worry about it.
You could make a LOT of money from normal traffic.
You could also have a huge amount of traffic, and make ZERO sales.
So here’s what DOES matter…
1 – Having a service that creates deep impact for those you serve.
2 – Having a process to sell it consistently.
That’s what counts.
All of these other “vanity metrics” are just NOISE that can often do more harm than good for your business.
If you have just these 2 pieces, then you have the foundation of a real business that will bring consistent revenue in the door, while creating lasting change for your clients.
Here’s my goal:
I want to make things simple for you.
I want you to focus on only the metrics that really count:
- To focus on creating deep impact for your clients…
- To focus on adding income and hitting your goals…
- To focus on making your business consistent, sustainable and scalable…
- To focus on creating freedom for yourself, so you can go out there and live the life you want…
If that’s something you’re serious about, my team and I want to help you.
I invite you to go to https://www.LTCSocialMark.com/better and book a call to speak with our team.
Valerie VanBooven RN BSN
Valerie’s motto and favorite saying is: “Impact is not created by big budgets, impact is created by innovative marketing ideas!”
Valerie is a Registered Nurse and the author of three books, Aging Answers (2003), The Senior Solution (2007) and Priceless Caregiving (2009). Her adventure in internet marketing began as a self-promotion experiment and ended up becoming a full time marketing consulting business for the elder care market.
Valerie has appeared on national television (Today Show), has hosted her own local radio show, and has been interviewed for dozens of publications and radio shows across the country regarding her business and the business of elder care.
She fast became the foremost authority in driving sales via the internet, seminars, and e-mail for senior service providers and elder care entrepreneurs.While Valerie’s best known for her expertise in marketing, her students share that her biggest impact comes from her ability to make things happen quickly, even on a small budget.
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