Numbers >Video Thumb-stop started dropping, but still above average Hold rate stable - could be better Watch time - slightly above average >Traffic CPM slightly increased CTR slightly dropped CTR therefor dropped > Conversion CPA increased ROAS dropped AOV increased CR drop

1) Inactive CBO >The campaign is turned off, although it has better ROAS than some other active campaigns = bad optimization Inside the campaign, there are 2 good ad sets Keep them active, kill bad ones You don't have to turn off the whole campaign if some good ad sets there

2) Creative Testing 9:16 > Same concept was tested with 5 different audiences How come, it makes no sense I’m testing with my best audience, if that doesn’t work, then give it another chance with another audience > No exclusions Not even buyers or purchasers - mistake

> Ads There's 1 amazing concept It works cause it looks native Next step: make 10 more videos like this, this is your winner, you just need to make more of those Soft metrics > Great hook rate, bad hold rate Check the chart to see where the drop is, and fix that part

> Testing approach Testing 1 ad per ad set This way you are forcing FB to spend the budget - it’s hit or miss approach > Test at least 2 variations Crop the start for the second or 2 to have a different hook Put different ad copy or headline Run it under a different page

3) CBO Creative testing 4:5 > No proper naming convention It’s unclear which ads are being tested > Why testing in CBO? You can see that “online shopping” has the highest ROAS, but the lowest budget You are not maximizing your efficiency that way

> Not using post ID Massive mistake Ad is starting from scratch, both in FB's eyes and in users’ eyes Social proof makes a big impact > No variations Each ad is launched with one just one hook It decreases your chance of finding a winning creative

4) Retargeting How come you have a separate retargeting if you are not excluding these audiences in prospecting Your prospecting is already doing retargeting with your setup

> Video watchers not excluding website visitors They are overlapping Your 95% is not excluding 75% - they are also overlapping Web visitors have over 3 ROAS & the budget wasn’t increased for more than a week - why? You are again not maximizing the efficiency

5) LAL testing All ads are active - some bad ads are still active - mistake Optimization should be done on the ad level as well 1-4% LAL Either make a segment right away or exclude one from another 3% is already capturing a 1% - your audiences are overlapping

6) ASC+ > No buyers exclusion It could be serving the ads to a lot of your existing customers Fix right away > Again no optimization at all All ads are active no matter the performance Turn off losers

Recap of mistakes > No optimization Both on the ad level and ad set level Budget is not always tied to the performance Budget not increased where opportunity > No exclusion At least buyers Definitely in ASC > No post ID sometimes

> No testing framework Everything seems just launched and that’s it No iteration on the winners - like that native concept No hook or thumbnail testing Testing 1 ad per ad set > Overlapping setup In CBO In retargeting With LALs > Bad naming convention

If you are an ecom store owner spending at least 50k a month, and you are not sure if mistakes like this are stopping you from scaling your store, DM me for a custom audit of your ad account.

@IstvanicMarin I sense you missed product margin etc in that score card?

@agaton I sense you missed the point of the tweet The client know his target margin, based on that he has a target ROAS, and I evaluate his ad account, not his business, cogs and margins and that's something I can't affect

@IstvanicMarin Loved this breakdown! 🙌

@TaylorLagace appreciate it!

@IstvanicMarin tons of incredible insights! Many mistakes made that may seem small but when compounded can turn into huge losses

@dtc_alchemist exactly like that

@IstvanicMarin Always find gems in audits

@IstvanicMarin Love these audits. So many insights

@IstvanicMarin I know it's an old post, but why is it bad they're testing 1 ad per adset? Any better approach? Why?

@TCentea because you are forcing FB to spend the money on that ad. It's a hit or miss approach.

@IstvanicMarin i need this sheet