General numbers > Video Big drop in all metrics The hook rate dropped + it’s currently below the average The hold rate started dropping & it's now below the average Watch time way below the average > Traffic CPM obviously highest in Q4 Now CPC increased cause CTR dropped

> Conversions Higher CPC affected the increase in cost per ATC and IC CPA is okay, and ROAS FB is okay cause AOV is higher Interestingly that CR is better although AOV is higher - great TW ROAS and TW MER lowest at this point

1) Testing Broad, auto-placement, 18-65, both genders Excluding web visitors 30d + purchase 90d The budget is mostly tied to performance - good > Some ads in the same ad set lead to different PDPs Not really a best practice when it comes to testing creative (different CR)

> Ads Some ads testing hooks - great But no testing thumbnail at all All thumbnails seem pretty basic, not even chosen manually In some, there's no visibility of the product There are definitely some better frames to be chosen here > Big opportunity for sure

2) Prospecting Again only purchase 90d exclusions Only Broad active atm Running best ads here - great > No post ID Ads starting from scratch +If you ever need to change your UTM, for example when switching from TW to NB, the social proof would be reset, which is a problem

2) CBO Prospecting Only 1 ad set It turns out to be the same as ABO - it makes no sense to have a COB with just 1 ad set > Optimization on the ad level 2nd highest spending ad is by far the worst in FB and TW Should have been turned off Cut losers to maximize efficiency

4) Interest Testing > Pet and animal seem like the best audiences Add more variations from that niche You can stack them together by similarity or run them individually It also makes sense to use winning ads that use the hook about the Pets similar to targeting = Congruency

5) Advantage Shopping+ >No % for buyers You can’t see the breakdown of your budget for existing buyers and prospecting It makes no sense - that’s why ASC is great >Best ads in this campaign - a great approach But no new ads were added here - import winners on a weekly basis

> Mistakes Not great optimization all the time Not using post ID No thumbnail selection manually - Some ads have the logo as a thumbnail - Clear winner is the ad when TH is selected manually Bad ASC setup No exclusion of all lists of buyers CBO with 1 ad set

Opportunities > Setup DABA - Catalog campaign for prospecting - Suitable for multi-SKU stores like yours - Potentially you can start with best-sellers DPA - Catalog for retargeting - Low-hanging fruit - Combine with objection-handling copies Shop campaign Loyalty campaign

Audiences > Retargeting campaign - easy win with your spend level (but monitor performance in TW due to the potential over attribution) Website visitors Engagers Video watchers > Prospecting More interests similar to winning one Use exclusions to reach more TOF

Ads > Create more iterations on the winning angles and winning hooks > Double down on Pets angle > Showcase the product immediately in your ad (your best ad do this) > Improve hook to improve watch rate

If run an ecom store spending at least 50k a month on FB ads, and want a custom audit of your ad account, DM me, so I can identify > your mistakes > area for improvement > revenue-generating tips

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 How important are thumbnails in your opinion? Since mostly videos start running on autoplay anyways? Or is that not the case? Also, what's a good ASC setup in your opinion?

@uljaskarl Yeah, that's the case, but it still turns out to br important. Search my profile for more info ASC - buyers cap to 0-10%, import new winners, that's most important, but i also shared thread with more detail recently

@IstvanicMarin What’s crazy is they are making such basic mistakes while getting great results

@MohschinoKhan Yeah, but they don't know what they are missing, that's why the audit comes handy

@IstvanicMarin Why atc to ic cr is so low? Basically 6 atcs needed for one ic in the last 7 days which is way below average of about 50-60% atc to ic. This case it is 16% or so only

@IstvanicMarin Can you explain a few metrics? Like for example thumb stop ratio? Assuming hold through rate is thruplays. And the TWs at the end of the table?

@IstvanicMarin Can you please explain to me why the cpa is $51 when the cpc is $1.39 and the CR is 4.42% ? $1.39 cpc X 100 visitors = $139 $139 ÷ 4.42% = $31.44 cpa...