Ad Account Audit #02 Let's audit a 7 fig ecom brand's ad account together They spend around $700k on ads yearly Not a big spend, but they launched a year and a half ago, so these are decent numbers. Here's exactly what they are doing right and what they are doing wrong:
Here's what we are going to cover in this thread: > numbers > ad account structure > mistakes > opportunities
The first things I noticed are 1. massive misalignment of FB and TW ROAS I know the product is expensive, but there’s clearly massive over-attribution on FB, probably cause by running on 7dc1dv 2. Fluctuation of CR and AOV between last 7 and 30d
3. pretty high CPC in relation to the CPM The problem here is probably bad messaging or creative, so it's hard for FB to find customers 4. Unrealistic CR (on FB) There’s obviously overlap from purchases from other channels as FB is claiming a lot of view-through conversions
Let’s check the campaigns 1. “ASC+ Test campaign” > Last 90d ROAS 4.9, but the campaign is turned off It’s also on a 5k lifetime budget but spent only $900 Even if it’s a test, you don’t turn it off if it’s getting results
No budget cap for buyers → massive error, all budget going towards buyers What to do → Check results in TW, put a cap on budget for buyers
2. “FB Traffic” Okay, how are these guys even profitable? Why in 2022 you would run a Traffic campaign? If it’s not leading to a blog post, this makes no sense at all. You’ll get only people that would click and do nothing else WTD → Turn it off right away
3. “Commercial Conversions CBO” Finally few good stuff here > Ad sets separated by county > stacked interests used > exclusion of buyers and website visitors But then I saw it… Website visitors in the same campaign as prospecting It’s getting worse… In a CBO
Separate funnel stages if you are using CBO In this case, FB pushed all the budget towards wv, so this is no prospecting Also > there was no optimization on the ad level All ads were active Don’t forget: “Improving efficiency is not just scaling, it’s also cutting the losers”
> no post ID used There were identical ads with multiple IDs running Basically, each ad has its own social proof spread - 14, 2, and 5 likes Instead, there could be 1 ad having 100 likes and comments WTD → start using post ID
4. “Catalog remarketing” > big 4 countries separated out of all countries - okay > 60d VC or ATC audience used A bit high time period IMO, but still a small audience Super high Frequence (over 8), super high FB ROAS, but low TW ROAS Again, not sure if those are incremental
5. “Catalog prospecting CBO” Again the same mistake > no optimization Besides that, countries are individually separated Considering it’s a CBO, most budget was going toward US, while US wasn’t a good performer at all WTD → turn off US or start using ABO to control budget
This was a pretty small ad account, but with a lot of room for improvement > Optimization on ad set and ad level > Using post ID > Not turning off stuff that works > Limit retargeting and buyers > No traffic campaign
Other areas for improvement > no Broad audience tested at all > Ads are pretty general Start using proper DR UGC ads > Copy focused only on the product Improve messaging > No testing structure Everything just launched and left as it is
But the biggest areas for improvement are > trying to understand the relation between FB and TW ROAS & > focus on prospecting as this model is not sustainable
If you are a DTC brand and want to get a report like this for your store, apply for a free audit of your ad account: https://inspirebrandsgroup.typ...
If you liked this breakdown, check the previous Audit from a higher-spending ad account: https://x.com/IstvanicMarin/st...
@IstvanicMarin this is both "7-figure brand ad account audit #3 " and #2 on your list :X sorry and thanks
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