Advanced Meta Media Buying I:

5.7) OPTIMIZING II (Practical)

WHAT I DO BEFORE ENTER ADS MANAGER

Big metrics

What is the goal? (SHEET, Team KPIs, or memory)

What’s the direction of the optimization

And then go to the ad account

• Put the right columns to make a good analysis
• Optimize
• Conclusions of the optimization
  What can we do to improve performance?
  Things in the ad account
  Things out of the ad account

Example:

• Big Metrics
  ROAS goal >2.5
  Blended ROAS >6

Direction of the optimization: Summer collections, urgency to scale as much as possible before July

It’s basically developing intuition and knowing your numbers, knowing where you are before making decisions in the ads manager.

Now, go to the ad account.

Example 2:

• Big Metrics
  Cost per result goal = Under €25 CPA
  The goal is to be at 2k daily spend with CPA under €25
  Direction of the optimization: Summer collections, urgency to scale as much as possible before July

Practical optimization, entering the ads manager
First “had delivery”
Set to “Last 7 days” to gain context

Filter out the retargeting

Now you only have prospecting, but testing or scaling?
Start with the testing, usually ABO, enter ad sets and order by ROAD (then we do the scaling campaigns).

• Order by delivery if I want to see the last things I launched
• Order by amount spent if I want to see where my money is being spent, those campaigns move the ad account
• Order by ROAS to turn off losers, and find opportunities

 
Then optimize the scaling campaigns

Select yesterday and last 2-3 days to make an informed decision

It’s important to evaluate the progression of a campaign:

• Last 7d: ROAS = 3
• Last 3d: ROAS = 1.5

This means the campaign performance is going worse, you need to decrease the budget.

Daily optimizations I make every time I log into the ads manager

Practical optimization, entering the ads manager

First “had delivery”

Set to “Yesterday”

Filter out the retargeting

Now you only have prospecting, but testing or scaling?

Start with the testing, order by ROAS

Then optimize the scaling campaigns

Don’t only look at today to make decisions (never before 4pm)

Select yesterday and last 3 days to make an informed decision

WHAT I DO BEFORE ENTER ADS MANAGER

Big metrics

What is the goal? (SHEET)

What’s the direction of the optimization

And then go to the ad account

• Conclusions of the optimization
  What can we do to improve performance?
  Things in the ad account
  Things out of the ad account

Traffic bottlenecks vs conversion bottlenecks