Ad Account Audit #6 A client reached out for an Ad account audit Here's what he said: "Currently scaling upwards but feels inefficient. I'd love a structure and process to implement so I can manage everything better" Here's the complete breakdown and my thought process:
Numbers notes: > spend is increased significantly > drop in CPM and CTR > CPA drop, ROAS is stable > TW ROAS also on the rise, as well as blended Overall pretty healthy metrics, but let's check what's under the hood
1) TOF/Custom content The first red flag is over 40 ad sets, but only 1 active atm Auto-placement, both genders, us 25-65 No exclusions at all > I personally like to exclude buyers, both Klaviyo and pixel Optimization is bad, an ad with 0.5 ROAS both in FB and TW is active
Ads > same copy and headline, with slightly similar images > using asset customization > a big mistake is not using Post ID social proof is spread when the ad is used in multiple ad sets, which impacts the performance
2) Test US Again active only 1 ad set > there's no need for a new campaign each time you are testing something new Here targeting only W - how come the change? ROAS lover 2.5, both on FB and TW, and on 3d, 7d and 14d > this HAD to be scaled, why only at $50
3) Test Cost Cap Highest spending campaign CC on $82, and $75 > how come you come up with that number? > are you bidding so high on purpose? winning ad with 2k comments, but in another ad set with 1.3k image double that if post ID was used
the 3rd ad set is at $67 CC, 4th at $50 (barely spending) > all four ad sets have different interests audiences and different bids that makes no SENSE > either stick to the audience, or to the bid, cause atm, you don't know why it is spending fix optimization on the ad level
4) Testing Audiences > You don’t have to launch the same ad with a 10-20 audiences > Testing should be testing the creatives/concepts and then scaling with audiences > You are not using a Broad audience at all
5) ASC+ > No customer % exclusion Not sure how much of this campaign is actually buyers > No optimization - 3rd highest spending ad has roas 0.57 Had to be turned off waaay sooner Maximizing the efficiency is not just scaling the winners, but also minimizing the losses
6) DPA Noticed it’s not really a catalog ad, but a manually created carousel --> Bad setup This way you are taking DPA’s biggest strength > Only 1 copy No objection-handling No urgency and scarcity No testimonial
Mistakes: > No need for a new campaign for each new test > Different bids and audiences don’t make sense > Not using post ID > No exclusions - at least buyers & purchasers > Bad optimization (both on ad set and ad level) > Not scaling where opportunity > Bad Catalog setup
Opportunities > Broad audiencẹ > Better testing framework > ASC as pure prospecting > Better retargeting setup > Campaign for buyers (idea cross-sell products)
The client implemented the changes and saw an immediate impact on frontend metrics, which resulted in > more stability > increased spend and increased ROAS > not being overwhelmed by the ad account > know what to do next
If you are interested in a similar audit and what to maximize the efficiency of your FB ad accounts, shoot me a DM If you want to check previous Ad account audits, check below
Do you run a DTC brand and need help scaling your store? 🚀 We'll help you maximize the efficiency of your FB ad account and add an extra 5-6 fig/month WITHOUT any extra ad spend Go here & stop making the same mistake and burning your money on ad spend: https://bit.ly/inspiremarin
@IstvanicMarin great breakdown! pretty detailed
@IstvanicMarin Saved! 📌
@IstvanicMarin ROAS wanted - is it based on 1 / Profit margin? Breakeven ROAS?
@m0d0 It's based on target client provided, can't share more sorry
@IstvanicMarin @readwise save thread
@IstvanicMarin @readwise save thread
@IstvanicMarin Did you ever save this account? Or it was strictly just an audit?
@AfamNweke Some are just audits, some are from audits that turned out to be clients
@IstvanicMarin How to exclude customer by using klaviyo ? Any thread or resources? If no Explain to me step by step by using real time screenshot:)
@sufyandigitalpk add Facebook integration in Klaviyo under integrations create a segment of all buyers go to settings of a segment sync the audience to the FB ad account exclude the audience in your ad set
@IstvanicMarin Whats TW? ROAS. I am assuming it’s platform roas?
@reemaabajaj Triple Whale ROAS