FB Ad Account Audit of Fast-Growing Ecom Brand #5 We'll cover exactly what they are doing right and what they are doing wrong. From campaigns to ads, here's an in-depth expert analysis of their Facebook ad account 👇 Let's start with the funnel numbers:
We can immediately see that problem here is CTR, which is low for this CPM Other funnel metrics are decent except ATC to IC ratio, as only 7% proceeds to checkout, but after checking the funnel, I see that ATC is fired 5x (cause it's a custom bundle) so that % is skewed
Numbers observations: > How come the budget increased if ROAS lower? Are you chasing the revenue? > CPM and CPC same, as well as CTR > Thumb-stop and hold okay (could be better) > Average watch time should be better
Campaigns: 1. TOF ABO > Ad set budget from $100 to 1k The highest spending has ROAS below 2 - WHY is it active? Should have been turned off way sooner, or optimized better > 7dc1dv, Australia, all genders, 18-65, auto-placement Okay, nothing particular to note here
> It says broad, but interests the audience stacked inside Wrong naming convention > New ad sets launched with a $300 starting budget Super high, you are losing so much at the start There are some clear losers For E.g. ad set over $250 spent and no IC, or CPC over $3
Ads > 1 ad per ad set with multiple copy and headline options BIG mistake as you can’t see the breakdown per asset If you want to use multiple variations, it’s better to use DCO > Breakdown available > You can extract multiple winning post IDs
2. Advantage+ Only on $150 and it has the best result (2.76) Makes no sense, the budget should be increased way before Here there's also just 1 ad - but now with a DCO You can preview all the combination Definitely extract multiple winning combinations
3. Scaling CBO 2 exactly the same ad set (audiences, settings, ads) I guess duplicated to try to resurrect it No optimization at all - 1 ad crushing, others are bad & lowering results, but all are active Maximizing efficiency is not just scaling, it’s also turning off losers
Mistakes: > Using multiple text options and not DCO > Bad optimization on ad set and ad level > No proper testing framework - everything seems just set and forget > Not scaling where opportunities (like ASC) > Duplicated setup of ad sets without any particular reason
Opportunities: > Retargeting (could be an easy win considering high spend) > No interest targeting (Could squeeze some extra revenue with winning ads) > Combine ads with a higher hold rate and good TH rate, basically more iterations > Introduce more DR ads
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Check all the other Ad account audits: #1 https://x.com/IstvanicMarin/st...
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@IstvanicMarin Love these!
@IstvanicMarin @NarsiChaudhary6 mate looks at the ic to purchase ratio
@IstvanicMarin @SaveToNotion #thread @threadreaderapp unroll @readwise save thread @memdotai mem it @rattibha
@IstvanicMarin @threadreaderapp unroll
@IstvanicMarin Any chance you can share the calculation file?
@WolfofAmazon1 sure, here it is: https://docs.google.com/spread...