This year I audited over 50+ FB ad accounts, for brands spending $1,000 all the way up to over $50,000 a day Here are the 10 most common mistakes these eCom giants are making with their ad accounts A thread low hanging revenue fruits:
1. Not having a proper testing framework Throwing spaghetti at the wall and hoping something sticks maybe worked in 2018 (maybe not even then), but it’s not good enough now. You need to at least...
• Test different hooks • Iterate on the winners • Test different styles of the creative And that’s a minimum. Group ads per concept or per angle and test each concept in its own ad set Then take winners and put them in your scaling campaign.
2. Not using post ID This hurts me the most. When a brand has the exact same ad running with two different post IDs so the social proof is spread between them. Media buying lesson no.1 is ensuring this is not happening.
When the same ad is running under 2 post IDs, FB looks at it as a new ad, users see it as a new ad and are less likely to check it and click on it Social proof is extremely important when it comes to ads Just think if you would click on the ad with 80 likes and 13 comments or 2
3. Not focused on creatives The amount of audits I did in which interest testing is under testing campaign is blaspheming. Don’t get me wrong.
I like using interests to maximize efficiency once I have a winning creative, but the creative is what moves the needle and that’s where most of your testing should happen. Even FB said that creative has a 56% effect on the performance of the ad Diversify your creative strategy
4. 1 or 21 ads in 1 ad set There’s really no reason to have 1 ad per ad set unless you want to split-test multiple ads and dedicate the same amount of budget. Even worse is having 10+ ads, most of them wouldn’t even get any spend. TIP: Stick to 3-6 ads per ad set.
5. Bad naming convention Is there anything more painful than seeing a “New ad” name on the ad level Using standardized naming convention across the whole ad account make the analysis a lot easier Here's my template: Campaign > Funnel stage - objective - funnel/offer
Ad set > Start date - Audience - optimization - bidding type - ads Ad > Creative type - copy/angle - headline - destination
6. Not using UTM tags Okay, maybe you’re not using 3rd part tracking software like Northbeam or Triple Whale, but having at least dynamic UTMs is a must considering iOS and FB unreliable reporting
There’s so much data sitting in your Shopify and GA based on those. Use this template: utm_source=facebook&utm_medium=paid_social&utm_campaign={{http://campaign.name}}&utm...
7. Bad optimization Based on the results and history log you can see how often someone is optimizing the ad account Neither too often nor too rare is good Make sure to check the ad level as well Maximizing the efficiency is not just scaling, it's also cutting down the losers
8. Traffic campaign or ATC optimization FB is pretty good at giving you what you choose to optimize for Traffic campaigns and ATC optimization is a great way to waste money. Don’t do it even if your FB rep recommends it. TIP: Stick to the conversion and catalog sale campaigns
9. No DPA campaign Is there a better way to show the exact product user browsed on your website than the DPA campaign? It’s so easy to set it up. Just start with a small budget and write some • Reminder • Objection-handling and • Discount-focused copies
10. NO buyers exclusion on prospecting Sure, some brands choose not to exclude them, but at least 30-90d buyers or whatever your usual buying cycle is strongly suggested TIP: exclude both pixel and Klaviyo synced audience
Business owners, if you see some of these 👆 on your accounts, DM me to audit your ad account and identify all the mistakes and opportunities in your ad account.
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 Thanks for sharing bro! I just had to double check the ads I'm running for the post ID part. I didn't even know!
@ropewrites glad to help!
@IstvanicMarin very cool one mate
@IstvanicMarin how does the #3 work, in regards to 5-10 different angles for the same image? Do you have any examples of ads you've ran at that stage ?
@ArsenalANewDawn it's great if you have 10 different angles but I would test each angle with 3 different variations