[Ad Account Audit #4] Last month, an 8-figure brand came to us with the following concerns: 1. Conversion rate drop📉 2. Spending money to hit revenue goals, while actually being unprofitable💸 Here’s a complete breakdown of their ad account findings with all the juicy details
General numbers notes: CPM dropped 24% CTR dropped 16% CR dropped 14% AOV dropped 5% As with all the other brands, at the beginning of the year, they experienced a drop in CPM and CR, but in this case, CTR dropped as well Let's check why:
Campaign 1: Carousel BOF > ATC and IC 14d Excluding buyers and purchasers - good Only campaign on 1dc1dv • I guess due to the fact they want a shorter conversion window in retargeting
Ads • Replicas of DPA ads, but built manually • 1 lifestyle, 1 white background • I guess due to the fact it’s only 1 product, and not on Shopify Ad with a higher ROAS turned off - strange? The optimization doesn't make sense
C2: Creative testing $75 starting budget in all ad sets, Broad audience Auto placement, 7dc1dv > Always 3 ads per ad set Either 1 copy with 3 creatives, or vice versa —> good approach There are several cases where early indicators could be used to turn off some ads earlier
Ads mistakes & opportunities > in some ads discount in copy and headline is not aligned - doesn’t look credible > in some ads still Christmas copy running The reason why CTR and results dropped Think of switching the copy, but keeping the copy format
Lack of creative concepts > all ads are image ads > all ads are pretty similar Image with a different layout background > no split-screen comparison, bold claims, benefits… > no videos at all Product demo, unboxing, testimonial, and TikTok style should be a bare minimum
What creative styles are usually working at what stage of the funnel? Check below: https://x.com/IstvanicMarin/st...
Biggest mistake > none of the good-performing test ad set wasn’t increased in budget In a lot of my ad accounts, testing campaign is the highest-spending campaign Keep increasing the budget as long as the performance is stable, no matter if the campaign is labeled as “testing”
C3: Scaling ABO > 2 ad sets - Broad F & Broad M&F After checking the gender breakdown, I realized that the M gender was getting more spend and with a higher return, and the client decided to isolate F in this and the majority of other campaigns
Makes no sense - either isolate better gender or let FB do the allocation, it’s usually way better than us at that
C4: Scaling ABO - Cost cap Again also the same 2 ad sets as in the campaign above, but here, none of the ad sets is at the target CPA But here, the better ad set is OFF, no matter what time frame (today, last 3d, last 7d) I checked Either turn both or turn just the worse one
Both ad sets are at $31 CC While it makes a good starting point (target CPA) In this case, it doesn’t make sense considering it’s >not spending the whole budget >when it spends, it’s not at the target Test different bid ranges to find a sweet spot between spend and results
C5: Scaling CBO > There’s only 1 ad set What’s the point of having a CBO if you wound have only 1 ad set It turns out to be the same as ABO
Summary: > not scaling great performers in the testing campaign > optimization on the ad set & ad level should be better > pushing F only, although a worse performer > no retargeting of website visitors & engagers > no UGC videos and lack of creative concepts
Opportunities: > ASC+ campaign Should be an easy win It’s already available in the ad account Just import a few best winners, set a cap for budget for buyers at max 10% > Introduce retargeting of at least Website visitors and FB engagers
Other ideas: > definitely test more creative concepts > considering 90% of sales are from a click basis, test 1dc & 7dc attribution settings > gifting angle for Valentine’s day > consider testing similar concepts in the dynamic creative > introduce early indicators
Considering the client bought a consulting+audit package, he implemented stuff on his own After just 4 days he got back to me with this message:
If you are interested in the same package, just shoot me a DM, or book a call below, your investment will be paid off in a matter of a days https://calendly.com/marin-ist...
@IstvanicMarin Grade A insights Marin 🌟
@PhilKiel appreciate it man 🙏
@IstvanicMarin Great read
@IstvanicMarin Fire as always. Does Advantage plus Shopping make sense if you have 1 product?
@mvd023tw for sure just make sure to import only proven winning ads
@IstvanicMarin Do you purely use triple whale attribution? Can you purely trust Facebooks attribution?
@Houdini_xyz Depends on the ad account I definitely trust more 3rd part tracking software