Whether you use the new meta -advertising client or immediately, audit is the key step to help reveal what you enter. How do they set up? What is correct and what happened? What strategies are they using and what results do they achieve?
This is a very dense topic, but I often ask. A truly useful account review covers all aspects of the account. Considering the variables in the game (industry, budget, location, etc.), most of them are just the process of recording the current drawing situation.
In some cases, there is an obvious “correct” and “error”. In other cases, there are some shadows of truth, which has the flexibility of different methods. If it is valid, it can work. If not, the factors you record may contribute.
The process of drawing effective account review is not a simple account audit. I wrote an article about account -level review before. Advertising manager review will be divided into multiple steps:
- Sports level
- Advertising set level
- Advertising level
- Campaign
Today, we will focus on the specific specific variables you need to solve during the review.
Active campaign and resignation
How many activities are the account running now? How many individual advertising series are there in the past 90 days?
My suggestion is to limit the number of advertising series you do. However, the “ideal” number will be variable and is the most affected by the budget.
The main reason for the number of activities is because each new advertising series and the advertising set in it further dilute your budget. You can allocate $ 100 to an advertising series, or it can be assigned between two, three or four advertising series. If you have multiple advertising sets in each advertising series, then you will work hard to get the best results.
We will conduct more discussions on advertising sets in future articles, but you need to try your best to integrate your budget. Usually, you will give priority to the budget of sales activities. If you create other advertising series, I hope you do not “steal” budget from sales activities, but run other less important budgets.
The total number of activities performed within 90 days will also help you understand the frequency of turnover. How long does each advertising series run? Will advertisers quickly abandon it and continue to move forward? This constant stop and start will help the results.
This is not the problem of marking “correct” and “error” based on the number of budgets and advertising series. However, it may be written down when analyzing the results.
Target and purchase type
In most cases, advertisers use auction types.
Booking (or touching frequency) purchase type allows you to lock the cost, but you need a minimum of high budgets and provide restrictions on your work. If you use reservations, write down it to understand more information about the reasons.
My preference is to use sales targets as much as possible. This does not mean that I think you should always optimize the “purchase” conversion event. I like sales activities to provide other report insights, thanks to the audience. You can optimize technical optimization in many different types of actions in that target.
However, this is another preference, not request. In addition to gaining the benefits of the audience from the audience when using the sales activities, otherwise, the performance goal is the most important. It is a performance goal, not an advertising series goal, it will determine the way of delivery of your advertisement.
Different advertising customers will have different opinions, but I don’t think you need to create an advertising series for multiple steps of funnel. The farther the distance you buy, the more likely you will make money with low quality results.
The primary task of this account may be sales or potential customers, but I hope the most budgets are used for some types of conversion. If you have set up an advertising series for the participation, please write down it to get more information about the thinking process. This is likely to be unnecessary expenditure, which leads to waste, and can be used more effectively for conversion.
Manual and advantage+or tailor -made
What types of advertising series are used in this account? Are they manual sales activities or advantages+shopping activities?
Some advertising customers will use the combination of manual and advantages+shopping activities. I usually don’t recommend it, but I know that advertising representatives often do so. Generally, the result itself will help support whether this is a good decision.
If they do not use the advertising series for sales, do they use a manual advertising series or a tailor -made advertising series?
Advantage+shopping activities may be effective, but the most commonly used in e -commerce brands. Of course, this does not mean that you should not use them in other industries. Even if e -commerce brands do not use them, they may be based on previous performance or more control settings.
Although ADVANTAGE+shopping activities are created for sales activities and provided the benefits of optimization, except for advertisers from preventing advertisers from changing certain settings, they have not tailor -made activities. Although the use of tailor -made advertising series does not necessarily bring bad results, their existence may be a sign that advertisers do not fully understand what they are doing.
In all cases, the results will talk to themselves. These options will help you draw a review, but this information is unlikely to cause any major dangerous signals.
Special advertising category
Does the customer choose a special advertising category? If not, should they?
This is a big deal. Several industries need to promote a statement in special advertising categories. In most cases, the statement will lead to restrictions to prevent discrimination.
Although it will definitely affect performance, it can also protect advertisers. Yuan is the focus of discrimination lawsuits, and special advertising categories are the result. You need to be very cautious about customers who intend to follow this requirement.
In some cases, whether special advertising categories are needed. Make sure you use built -in tools to help answer this question.
If special advertising categories are always used on the account, this will definitely affect performance expectations. Otherwise, if you think you should use a special advertising category, mark this. This may be the main risk that you and customers want to avoid.
Budget
Advantage Campaign budget allows Meta to best allocate your advertising series budget between multiple advertising sets. You can spend more on some advertisements to use opportunities.
Although Meta believes that using Advantage Campaign budget is the best practice, you will definitely not use it. If there is only one advertising set in the advertising series, it will not provide any benefits. Otherwise, there may be a reason why the advertising set has strict expenditure requirements.
We will talk more about multiple advertising sets in individual posts, but this has nothing to do with it here. If there is no advantageous advertising series budget in the advertising series of multiple event advertising sets, please write down it. It may show low budget distribution.
If you use it, what budget is used?
Advertising series expenditure restrictions
The expenditure of the advertising series sets the upper limit of a lifetime, and the content is limited to the advertising set.
There may be a sufficient reason, just like a customer who has strict requirements on the advertising series. But its usage may also be a sign of advertisers, he does not know the role of this function-or the leverage they do not need to pull.
If you use the expenditure limit of the advertising series, please write down the inquiry of the customer.
now you
We are still scraping the surface, but the review part of the audit will provide important background so that you can accurately evaluate the current state of the account.
Can you also add other content to this step of review?
Let me know in the comments below!
