FB Ad Account Audit #8 Prospect reached out interested in the Audit as he was wanted either to: > Scale & keep ROAS stable or > Increase ROAS at the current spend Here are 6 things I identified as opportunities that are > Easy to fix & > Would increase ROAS [Bookmark it]
General numbers observation > CPM highest in Q4, CPC same, CTR dropped > Thumb stop ratio okay, hold rate dropped, watch time same > cATC increased recently, IC as well, but CPA same > FB ROAS same, TW dropped & still far from the target > AOV & CR slightly increased - great
1) Creative testing campaign > Currently over 40 ad sets active > Al ad sets on $50, no matter the performance - big mistake Increase the budget on whatever is working, no matter if it’s labeled as testing I have some ad accounts where my highest-spending campaigns are testing
> No exclusions at all Why not at least buyers? > 1 ad per ad set Why is set up like that? In my opinion big mistake - you are forcing FB to spend on each variation And there's really no need for this Better to test similar variations of the concept in 1 ad set
2) COST CAP - TEST > Broad, only US, 10k budget Cost cap of $79 - why only that bid It’s spending 5% of the daily budget - wrong setup The goal of manual bid campaigns should be to find a sweet spot between the spend and deliverability
> Bad optimization on the ad level Half of the ads have ROAS under 1 - why not turned off? > CBO but only 1 ad set Makes no sense to use CBO, turns out to be the same as ABO > Using post ID & UTMs - great
3) CBO - Retargeting > Only IG 30d and VC 14 VC has a super high frequency - expand the audience Why not all website visitors? Why not exclude web visitors from IG engagers, ad sets are probably overlapping Why there are no FB engagers and video watchers?
4) Catalog campaign > Wrong setup Not based on the Dynamic audience - that’s the point of the catalog retargeting To show people the exact product they browsed Only 1 copy - urgency No objection-handling No testimonials No discount No lifestyle catalog
5) 7 different Advantage shopping+ campaigns Most of the have the same exact setup and ads The only difference is % cap for the existing buyers It ranges from 0% to 30% - makes no sense to test that > In any campaign, there were no new winning ads imported
> No optimization on the ad level All ads are active, although half are below the target Maximizing the efficiency is not just scaling the winners, it’s also minimizing the losses > The campaign with best performance has lowest budget Budget should be tied to the performance
Mistakes > Budget not increased where opportunity In several ASC In testing > The budget is not tied to the performance Some campaigns have higher ROAS but the same or lower budget than others > No exclusions in most campaigns At least buyers, maybe even website visitors
> Better ASC setup Not so many variations for % Budget tied the performance Per country or per creatives > Optimization on the ad level should be better Currently, it looks like set and forgets > Bad CC setup Find the sweet spot with the best audience & ads combination
Opportunities: > DABA considering a lot of SKUs > Better testing framework Grouped around the concept Multiple ads in the same ad set - let FB choose the winner More initial variations of the same creative More iterations of the winners > Proper retargeting setup in DPA
If you are interested in a custom audit for your store, DM me and increase your ROAS just by implementing the changes from the audit
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 Man, if those corrections are implemented ROAS might hit 2 not 1.5
@zlatanvano exactly, easy wins
@IstvanicMarin great insights hope the client works with you
@IstvanicMarin Pugh 😳 they have a lot of work to do… but awesome advice @IstvanicMarin 👌🏼 thanks for sharing
@IstvanicMarin Such a sick analysis, my FB ad account our highest performing campaign is TESTING. I’m glad other ad accounts see similar results
@NgocTimothy Appreciate it man Glad to hear it's working for you as well
@IstvanicMarin Client has a fantastic hold rate, but the average watch time is awful. That will also help a ton
@IstvanicMarin You should start doing video tutorials. Would help get you way more clients too.
@stevemiguel can't share client ad account numbers and exact setup, but I could do a walkthrough of the Audit document