Facebook wasn’t created as an advertising platform. It turned out to be a place where you checked up on old girlfriends and occasionally posted a video of someone falling from a trampoline.
But today – with 850 million or so users – business are flocking to the site trying to make their voice heard.
There’s one problem though: Facebook is still not a perfect platform for advertising.
Anyone who has tried to put up a series of ads – with different images and copy, targeted various demographics, compared bidding prices and tried to analyze the performance of each individual ad to see which elements to improve – has realized this.
When posting a couple of ads per day, Facebook works alright. But as soon as there’s a serious volume of ads, promoting different sites and Facebook pages, it’s complicated to get a proper overview of everything.
I’ve found it’s easy to make silly mistakes and fail to get the most out of the advertising.
In the light of this, I want to test one of the external Facebook marketing tools on the market – Qwaya.com – to see whether or not it can make my life easier.
I have focused on what’s different from traditional Facebook advertising…
1. Creating and Saving Creative Work
For me, one upside of using this tool instead of putting up ads directly through Facebook is the opportunity to make folders/templates and save all the creative work. It gives a much better overview of past work and ads in the pipeline.
I wouldn’t say the actual ad creation is much better here compared to Facebook – it’s still title, body text and image – but being able to go back toold templates to tweak and reuse the material is a big advantage.
I also like the fact that it’s possible to tie different Facebook ad accounts to the Qwaya tool. It gives a better view of where I spend money and how much.
2. Bulk Ad Creation
One feature that Qwaya is pushing hard is their “Bulk Creation,” which means that you can put in various titles, body texts and images and the tool will combine these in different ways to create a number of unique ads.
“Two titles, two body texts, one URL and two images will result in eight different ads.”
This workswell for generic topics -when your title doesn’t need to be explained in the body text and vice versa – but when you need a consistent message throughout the ad, this might not be the best option.
But on the other hand, bulk creation an easy and fast way to test a number of ads and see which one has the highest click-through rate. And to be honest, for many businesses it’s the image (and possible the headline) that matters anyway.
3. Analyzing Ad Statistics
Something that’s missing on Facebook is proper ways of tracking and analyzing the results of ad campaigns, and even if the information is there it’s not presented in a particularly good way.
In this regard Qwaya outshines Facebook itself when it comes to Facebook ads manager.
You can compare factors such as click-through rate, clicks, and impressions together with goal and e-commerce tracking from Google Analytics – everything presented so that you can graph and analyze a campaign or an individual ad.
When using the analytic tools it’s a lot easier to get a picture of your actual performance and where you could improve. Does the ad get too little attention? Does it get the wrong kind of clicks? Is there something wrong with the landing page the traffic is directed to?
I like really like that Qwaya can give a full picture of the complete conversion funnel.
Another feature I like is keyword tracking tool. It’s possible to track the keywords used in the ads to see which ones receives most attention and have best conversion. If you’re working with a brand, you’ll soon find out which keywords triggers your customers and perhaps different keywords work best in certain demographics.
All in all, the tracking and analyzing services really give you a chance to optimize your ads and improve the performance, and even if there are good things about this tool in general and it’s far more intuitive than Facebook’s ads manager, the analyzing is in my opinion Qwaya’s best selling point.
About the Author: This Qwaya review is written by Craig Robinson