FB Ad Account Audit #7 Prospect came to us because their CTR and ROAS were declining very quickly So we did a complete ad account audit and identified 5 specific problems and now we're working to boost their NC ROAS Here's the full breakdown of my analysis and improvements:
Numbers > Spend is increased, gradual scaling - good > CPM slightly going up, as well as CPC, and drop in CTR - alarm sign > Drop in Thumb-stop ratio, as well as in hold rate - bad > cATC increased, as well as CPA, ROAS going down - problem > CR pretty stable, AOV increased
In general: Results are dropping, it's either: 1) product not as interesting to the market as initially 2) creative metrics are dropping - ads are fatiguing So let's dive into the campaigns to find the real problem
1) TOF CBO 3 different audiences - LAL 5%, Broad, Single interest Why 3 totally different size audiences in a CBO FB often pushes the budget toward the largest Also, the interest ad set is running only IG reels That makes even less sense in CBO - not treating the ad set same
Ads pretty good videos, but such non-impactful differences between the variations > CTA - Shop Now and Learn More You can't even call that a test > One ad leads to the homepage, the other to PDP Done without any structure, not clear which one is better
> Up to 30 ads per ad set Why? > Not great optimization on ad level Ads with low ROAS still active Maximizing the efficiency is not just scaling the winners, but turning off the losers > It seems like ads were just added here, without previous testing Makes no sense
> Inconsistent exclusions between the ad sets 1 ad set just buyers 2nd buyers & purchasers 3rd buyers a& purchasers & engagers 180d & Web visitors & Subscribers Makes no sense in CBO - you are not giving an equal chance to all the ad sets > not using post ID Big mistake
2) MOF/BOF > 1st ad set - All audiences together (IG engagers 30d, FB engagers 30d, web visitors 30d, subs) > Why only 30d, if you are excluding 180d in prospecting Basically, you are missing the 30-180d segment > 2nd ad set - 3sec VV Super small requirements for short videos
3) ASC TOF > Great performance, why not increase the budget? > 3% cap for buyers - a good approach > Again no optimization Highest spending ad has the worst results > No new winners imported at all
4) TOF - Bid Cap Just recently launched > In 1 ad set images, in other videos in other Strange for CBO - totally different frontend metrics - FB treats them differently > How did you come up with the $50 bid > Why in some ads using asset customization, in some do not?
Mistakes > Bad optimization On ad set and ad level In most cases late decision-making > Bad retargeting setup Missing out audiences > Not congruent with exclusions Different audiences with different placements and exclusions in CBO - FB treated them differently
> Good stuff turned off without any reason > Random destination pages and CTA buttons > No testing framework > Too many ads per ad set
Opportunities > More interests audiences with winning ads Easy scaling for your niche > Initial Thumbnail & Hook testing To maximize the chance of finding a winner > Proper use of Manual bids for scaling Finding a sweet spot > Proper testing framework Testing concepts/angles
> Iteration on the winners To get more winners > Optimization of PDP To get more people to add to the cart - the biggest drop in the funnel currently > More structure overall = more control = better results
If you are spending at least 50k/m on FB ads and you are interested in a similar audit and want 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 This is just great!
@huntkyle Thank you 🙌
@IstvanicMarin Great thread! 📌
@nikitavakhrushv Thank you 🙏
@IstvanicMarin This is great. You should definitely do youtube videos with this 👏
@ShuaibBandeally thanks, I might record myself going through the audit
@IstvanicMarin Real fixes, not just fluff.
@IstvanicMarin Amazing, thanks!
@IstvanicMarin @readwise save thread
@IstvanicMarin Amazing work
@IstvanicMarin @threadreaderapp unroll
@IstvanicMarin Hello! What industry is this in? Thanks!
@IstvanicMarin What industry is this in?