curious about ad account optimization wondering when to tweak when to turn off when to scale a budget and how often today I'm breaking down my go-to workflow and revealing the decision- making magic behind the successful ad management use the same structure and optimization when I was managing the ads for nine figure Brands like theud ands before making any decision I dive deep into the data each client of mine has a primary kpi whether it's Ross inded account or me or NC nor beam or triple that number is not just a metric it's my Nord star
and I'm determined to hit that every time not necessarily on a daily basis but definitely on a weekly or monthly basis before I even dive into the Ed account optimization I take a look at Revenue M and Ross for the previous dat for for example for Australian clients I also review today's data because due to the time zone difference fresh data is already available by the time I wake up so basically for each of the clients I'm inputting these numbers uh for daily spend impression clicks Shopify Facebook Russ and Facebook M and each of the
metric is color coded especially CPM click rate aov and conversion rate because those are only four metrics that are impacting your Ross So them being color coded I can immediately spot why the performance has gone down for example here Ross went down so what happened here I noticed that my click rate went down so okay we need to fix our creatives this actually helps me me to identify Trends good or bad ones so here Facebook Ross improved what happened click trade improved uh conversion rate was also help all of this gets aggregated into the weekly
where I can again Spot the Difference between Ross on a week to we basis so as you can see this sheet helps me spot weekly and Trends enabling me to adjust my decision- making according so when I dive into the account I check the Ed account and I check third party tracking software if the client uses while some people think party tracking software as a noise I find it very helpful in several ways for example it allows me to identify NC Ross which is often the main kpi for my client I use this metric for
optimization because even with the full buyer exclusion both from Pixel and clavia sing ads can still be served to existing customers so by comparing Ross and NC Ross I can make more informed decisions about my primary kpi another useful feature of a thirdparty tracking software that I often use is percentage of new visits this metrics actually helps me to determine how effectively an ad is doing the prospecting or retarget so for example even if you exclude full list of buyers website visitors and even like Facebook and Instagram engagers and you have an image ad with
the offer discount this ad would 100% primarily be served to the retargeting audience this maybe sounds a bit counterintuitive and explaining this to client can be challenging but when I show them percentage of new visits as well as the high frequency of the ad I can demonstrate that ad is effectively doing the retargeting and that's not my focus I want my ads mostly to reach prospecting and I'm using ads to reach new people now that we covered that I should also mention that I'm not day trading with yet account I avoid multiple adjustments during the
day as it overwhelms both the Ed account and me as a media buyer and yielding no positive results that could justify that when I'm optimizing the Ed account the period that I look is often depends on the AO so if the is above 300 I focus on the last 7day performance otherwise my preferred time frame is today plus last or four five days this approach gives me a balanc mix of historical data and the recent performance so to track the changes in your CPA aw over specific period in the Ed account you can use this
chart feature um so basically this tools allow you to define the metrics that you want to track and it's super helpful for analyzing performance shifts particularly if you adjusted your budget multi times during the time frame so for example you can see how my purchases were changing you can see when I make the changes you can see how much I scale during Black Friday then okay you can see the performance spiked up so I had to decrease the budget and that's my main kpi that's why I decrease the budget you always should prioritize your main
kpi as that's the ultimately where you are making more money or like where client is making more money now regarding the budgets I should address how often and by what increments I adjust that definitely depends depends on how aggressively I want to scale and what the current budget of the asset is so for example if your budget is just $10 or $20 increasing it by 20% every 2 days would not lead to any significant scaling I usually start my assets at 100 or 200 and after 3 days of good performance I can easily increase them
to 150 or 200 then like to 300 or 350 after another two days I do not follow a strict rule or percentage for Budget increase obviously you cannot jump from 500 to 1K but I can easily increase from 50 to 100 I know many of you would probably now ask but what about resetting the learning phase but honestly I priori there performance the learning phase doesn't always correlate with the improved results an exiting learning phase would not magically boost your performance by 500% or even 50% I would rather have ADD that's stuck in learning but
it has a great performance than Whit ver also I'm not a fan of duplicating adset to scale that's such a two time 2018 tactic and I also prefer stability over rapid scaling and the only time you would see me using surf scaling is during major sale period when I actually expect great results like what was previously with the Black Friday if I'm not using third party tracking software but only Facebook data I can easily incorporate automated rules but if I'm using triple whale nor beam or click only Ross I have to proceed that manually because
I cannot trigger rules based on the third party tracking data so for most of the clients we notice that performance is significantly better during the weekends compared to weekday and to maximize the efficiency during this period I recommend two approaches one is scaling in advance which basically means that on Friday evening or Saturday morning I increase budgets on best performing assets anticipating strong weekend performance so I would typically raise these by 20 to 50% then on Monday morning I would reduce budgets regardless of how well they performed over the weekend approach number two is Advantage
shopping plus with cost cap so this is actually my preferred method I run a high budget Advantage shopping plus with only winning ads and the cost cap that I'm comfortable with this allows me to set a higher budget because there's a low risk of per performance thanks to the proven ad so I would not import any ads I would import only proven ad and then before the weekend if the performance is looking decently I would increase the bid enabling Facebook to spend more as I expect a greater conversion rate sometimes I would not even increase
the bit because the budget is already high and it would just spend more during the weekend this budget allows significant scaling sometimes resulting in 100% higher Budget on weekend compared to the weekdays while staying with the consistent CPA so we cover budgets now let's discuss the ad on the ad level the cost capap gangs believe you should never turn off an ad however I Ed multiple accounts that were running fully on cost cap where some ads perform terribly I'm talking about 0.3 or 0.6 Ross whether you check last 7 days last 30 days or Lifetime
and yet these ads remained active it's mind-blowing to me that these guys would not turn off the app I turn off the ad that falls below the target but there's a caveat while agree that a spend is often the indicator of a performance and that Facebook can determine which ad can handle the scale if the performance is terrible there's really no reason to keep that ad active obviously this depends on the overall performance if my results are generally good and I'm scaling and my ad is 10 or 20% below below the Target or below the
average Ross I would keep it active but if my results are declining and I need to reduce the overall budget I'll be more aggressive in turning off the ads and decreasing budget a few strategies that often help me restore performance when it is down include one hand break this involves pulling back the budgets to the level where it can hit the target Ross number two Resurrection the strategy works when an ad has spent a substantial amount of money and once it has a great Ross but recently performance started dropping makes no sense to keep that
ad active with a high budget makes no sense to turn off an ad and the adset that you manage to scale significantly instead I would turn of the ad and I would duplicate it to give it a fresh start in 70% of the cases the new ad performs very well picking up where the previous one left before it started dropping that's why I call it a resurrection why it works because it's already a proven combination of the audience and the app and there you have it guys this is how I'm optimizing the ad accounts while
there are some finer details these are the essentials you should not but if you're eom Brands spending at least 50k a month and want me to supercharge your red account using all of these optimization tactics and more apply for a free audit below to see how we can scale it effectively cheers
