重复次数的增加通常意味着点击率的下降

mowut29551 · 发表于 2023-12-7 15:18:48

在某些情况下还意味着每千次展示费用的增加。在分析 500 个 Facebook 广告活动后， AdEspresso还观察到重复次数、点击率和每次点击成本 (CPC) 之间存在密切相关性。点击率的下降和/或每千次展示费用的增加反过来意味着一系列真正的问题：每次点击费用增加购置成本增加您的广告支出回报率下降如果您还没有完全理解这一分析，我邀请您阅读我关于 Facebook 广告绩效指标（以及如何解释它们）的文章。如果你或多或少明白的话，我只需要提醒你一件事。

我们根据业务目标和由此产生的 KPI（关键绩效指标）来衡量活动的成功与否。如果澳大利亚数据库您的目标是增加网站流量（没有根本目标），您将通过分析点击量和每次链接点击费用 (CPC) 来衡量营销活动的成功与否。如果您的目标是持续产生销售，您将通过分析销量、每次购买成本和 ROAS（广告投资回报率）来衡量营销活动的成功与否。如果您的目标是产生潜在客户，您将通过分析潜在客户数量、每个潜在客户的成本以及在某些情况下的 ROAS（如果您通过销售渠道销售任何在线产品）来衡量营销活动的成功。现在我们已经讨论了效果指标，接下来让我们看看如何检测广告疲劳对 Facebook 和 Instagram 广告效果的影响。首先，定义一个或多或少的较长时间段，在此期间您将评估广告疲劳的影响。此期间将取决于您的购买周期。

如果采购周期很长，请分析最多 10 到 20 天的绩效（例如：销售昂贵且需要大量思考时间的产品）如果采购周期较短，则分析 7 至 10 天的绩效（例如购买商品 - 服装、鞋子、时尚配饰等）。为了了解一段时间内转化次数的变化情况，我喜欢查看目标受众的图表，看看重复次数的增加是否会导致转化次数下降。正如您所看到的，增加重复次数似乎并没有降低转化次数。您可以看到我们在 7 天内产生了 81 次购买，平均每天 12 次购买。

xelozz · 发表于 2024-5-11 19:43:03

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xelozz · 发表于 2024-5-11 19:44:10

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xelozz · 发表于 2024-6-5 19:23:38

xelozz · 发表于 2024-6-5 19:24:41

xelozz · 发表于 2025-6-30 07:41:32

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xelozz · 发表于 2025-6-30 07:42:36

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xelozz · 发表于 2025-8-29 18:08:26

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xelozz · 发表于 2025-8-29 18:09:29

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