if you want to successfully run Facebook and Google ads one of the number one things you need to understand is how to actually optimize your ads how to set up the ads properly and most important you need to see the full picture between both platforms at the same time so that you know you're spending the right amount of money in the right place again at the right time so in this video we're going to be going through a live audit of a completely broken ad account I'm going to show you everything that's wrong everything that I would do differently and the best part is I'm not just going to show you this in Facebook I'm going to show you the Google side of as well and how the full picture will actually lift this entire Brand's return on outspent ultimately making them more profit driving them more revenue for the business and most important here while they're profiting more they are going to be scaling more this is going to be completely live all in the fly so you guys could truly see what it's like and what is going through my head in real time so first things first I just want to look at the meta account I'm just going to look at the last 30 days because we're actually looking and recording this on January 31st what I want to see here is what setup are they using where is this money even coming from and is this actually driving net new Revenue to the business the very first thing that I'm going to do here is just look at the last 30 days we have the full month of January essentially here I'm just going to sort by spend this is going to tell me where has the money gone now as we can see at the top here there's an Advantage Plus campaign running at first I actually like this I want to see Advantage Plus campaigns running and in this case this is set up quite well we can see exactly what we want we want website and Shop we want to see maximized number of conversions we have the correct Commerce account the correct data set and the correct conversion event firing so keep in mind if you're watching this you could see this as two different ways you could see this as Let Me Go destroy this ad account or if you're trying to learn you could see this as exactly what to do and exactly what not to do so what we have here is we have all the correct settings at the campaign level we have our correct audience location inclusions we have reporting set up properly as we can see here add to cart site visitors site visitors we have existing customers set up properly purchase all time all set properly budget $350 a day not a bad budget we're spending around $910,000 a month in this campaign that's pretty solid o one call out here is we don't have an existing customer budget cap I'm not going to say that this is the wrong thing to do yet but I want to be wary of this I want to be careful we're going to look at this in a few moments everything else in this campaign looks completely fine we'll get to the ads in a moment next thing is their secondary campaign is their retargeting campaign notice how all these campaigns have catalog at the end so they're running mostly catalog ads they probably don't either have the budget or the creative widths to actually build real heavy duty creative which is going to improve the account in the adsets of the targeting campaign love what we have here again this is unique usually I don't love some of these setups but I do like this setup we have high intent top 80% this looks like a certain category that they drive then we have upsell and cross sell I'm going to look in some of these settings because there is really only one that's driving solid conversions everything else is really lacking behind maximize conversions Purchase cost per res goal all good attribution setting is good we have the product set for top 80% products that's a big winner right there we like to see that we have a very low budget which is completely okay for retargeting keep in mind this is a small brand only driving around 20,000 $30,000 and that's over a 7-Day period we have retargeting viewed or added to cart but not purchased I love this this is very very high intent this should generally work well and then we are excluding properly 14-day purchasers so you might be wondering at this point I'm saying everything looks good setup looks right this is one of those points where it might not be in the setup sometimes the devil's in the details and we need to even dig further and further and further in accounts before we even look into the ads of this account we're going to go over to the Google side now don't just stop here if you're just running Facebook or if you're just running Google don't just watch one of these you need to watch both you need to digest both sides of this very very important to understand the full picture because in this Brand's case I have a feeling that Google's going to be driving the majority of their purchases so if we pull over into the Google account and we scroll down here we see three primary campaigns running this is all we actually need to look at here keep things really clean we're spending about $325 a day in total budget we have Target return on ad spends set for 225% this Brand's Target is 200% Target return on ad spend so meaning 2x they need to spend a dollar and make $2 back that makes them profitable now in this case over the last 7 Days they've spent $2,000 over the last 30 days theyve spent $99,000 in Google ads alone to drive 175 conversions to drive $25,000 in Revenue this is the profitable channel for them now here's the weird part is that this channel if we just think about profit this channel has driven $99,000 in spend $25,000 in Revenue $166,000 in total profit from this channel on the Facebook side over the last 30 days looking at all the campaigns here again we spent 15,000 to drive 22,000 the first thing brand say to me all the time is even though Facebook underd delivers compared to Google it's driving top of the funnel I would totally understand that but what I decided to do here was actually look into their thirdparty attribution platform called hyros so hyros if you don't know is another third party attribution tool it's super super strong I have used hyros for years I used it across multiple different vertical of business and I have to say across all the different third party attribution tools out there it's one that I'm just really really comfortable with it's one that I actually do feel confident in the data when it comes in and in this case I really really was able to paint the picture of what I was looking for when we looked at the Facebook account we clearly saw $22,000 in Revenue when we looked at the Google account we saw $25,000 in revenue and we saw that both platforms were performing okay we we saw Facebook at a 1. 4 we need to get that up to a two we saw Google at a 2. 8 and that only needs to be at a two so it was actually overperforming but when we actually looked at the actual client's revenue for the period of time so I'm going to actually just look at the last s days just to keep this really really simple we saw that $5,000 was generated from Google we see that $4,300 was generated from Facebook we see that almost all of the Brand's Revenue came from these two sources that's a little concerning considering I know that they have about 30% repeat purchase rates that threw me off I need every everyone to keep this in mind what the platforms tell us is not always 100% true there are ways to navigate this but what I wanted to do here is really look into hyos look into this third party attribution tool which has no influence on what Facebook says and what Google says they're going to give us what is most accurate based on pure click-based data so here's what I wanted to look at over the last 7 days this business drove $7,900 in Revenue they spent $4,800 in total cost that puts them really close to a two return on ad spend but not quite at a and then just looking at their sources this is using firstclick data and don't worry we're going to actually get into a report in a second we can see that Google drove $3,000 in Revenue which is quite close to the 5,000 that they say but still off by about 30 to 40% and we can see Facebook has only driven $780 in Revenue that very clearly means to me Facebook is the missing piece to this puzzle Facebook is what needs to get solved but Google needs to be spent on more so one of the very first things that you need to do when you're thinking about your advertising is simply where should the money go forget the complicated setups and yeah I'm going to show you them we talk about complicated setups here all the time focus on the top top top which is where should the money go first should it go into Facebook ads should it go into Google ads should you be spending more in different places or should you be aggregating your spend into one single P platform so in this case we can clearly see Google's a winner and what I want to do further is actually look at the reports if you've ever used third party attribution before you've probably seen these different performance reports before but I want to break down just very very quickly for you because each tells a little bit of a different story we have a last click reporting which literally just takes the last click in the event so if I go and I click 20 different Google ads but the last thing I did was click a meta ad the last click is going to get all of the conversion data we also have first click which literally just takes the first time that this customer clicked on an ad and got to your site and everything else doesn't matter then we have scientific deprecation and linear fractional are essentially just ways to give different and equal distribution based on where the customer is in their journey in most cases all we actually need to focus on is the first click report and the last click report everything else paints a little bit of a better picture if you know your brand exactly and you know your customer Journey exactly but the first click is going to tell us what is driving top of funnel last click is going to tell us what is driving the final final Final bottom of the funnel we're going to start with our first click report so all I'm doing here is I'm clicking create report first click and I'm just going to look like I said at the last 7 days we're going to keep this really small and generate a new report good thing about hyros it's super fast so really happy the client is using this so we can see right off the top we have 5,500 in Revenue 4,800 in cost that's not where we need to be the good news is just looking at Revenue things have seemed to pick up in the last 3 days here so you know maybe there was something going on that I'm not aware of for the first four days of this week but nice little pickup we've seen some balance in the last few days and then this is what I absolutely wanted to see this is where one of the most important columns that you could possibly have in a third party attribution tool report Ed vers Revenue now you can see very clearly we are over reporting in meta and over reporting in Google I expect over reporting I just want to be clear on that we don't expect this to be perfect it generally should over report because it's not capturing any view through data but the Delta that it's over reporting is very very important you remember here when we looked at the Facebook ad account we had a rough return on ad span of 1.
59 call it 1. 6 when we look down here that Riz is turn is 0. 35 that's a factor of literally five to six times worse that's a huge Delta that tells me there's something wrong in this account's Facebook ads on the Google side however we had a 1.
4 return on adspend and again looking at the last 7 days this was at a 2. 36 so we had under a 50% more like a 40 35% reduction to me this tells me even more clearly even more obviously that we still need to optimize in the Google side to improve the return on ad spend but we need to spend more on Google and we need to really reorient Facebook so here's where going to break down exactly how I would set things up the exact structure the exact graduation system and literally everything that you're going to need to know to fix your account especially if it's broken like this so when you're doing this analysis make sure you are looking at some sort of thirdparty attribution tool we'll put a link to hyos down in the description below I know they have some affiliate programs too so they'll probably hook us up in some good way if you don't use hyros just use a third party attribution tool that you trust in this case hyros really painted the picture for me that's all I really needed to see it's going to tell me very clearly where that money needs to go just so I'm clear we could be looking at first click we could be looking at last click I went through these as you can see through my all my recent reports that I scheduled out here I went through these over the last day so I know exactly what I was looking for I knew that the first click and the last click were going to look significantly worse if we pop back over to the meta ads platform we need to talk about a new setup we need to reinvent this setup to actually allow it to win and what I'm going to notice right off the bat here is that they are heavy catalog so in the best case scenario this brand could develop new creative this brand can make reals they can make stories they can make video and they can make Statics and I am going to actually come from this at the standpoint if we cannot create any new creative so we're just talking about system and structure so what we would want to do here is we want to work this into our graduation system so what does this actually mean for this brand what this means is that they need to create a scalable system that is predictable and repeatable what we're going to be doing here is we're going to want to start with a prospecting CBO campaign that's what we have right here this prospecting CBO campaign is going to be the core of the account every time you launch new ads they go into new broad packs I don't care if you have four ads two ads five ads nine ads it doesn't matter just launch them into new ad sets and we call these packs are just Bunches of creative I highly recommend you launch these Broad and you date them the reason you want to date them is because you don't want to look at them too early and you don't want to make irrational decisions in your optimization process so keep in mind when you're making these changes you need a Surefire amount of data whether using a third party tool or you're just using the first party faceebook data make sure you have adequate data at least 14 to 28 days of data so we want to date these once we create our broad packs again it might just be one and then when you have another round of creative you create the second so for this brand we're going to want to create that prospecting campaign we're going to use the first round of catalog and then in 2 weeks we're going to be launching the second round of catalog once we have some learnings from this first round now what that's actually going to look like in practice is we're going to take what is the top performers and we're going to make more variations of those and we're going to implement them into the next pack it might be two variations it might be five variations it might be nine variations because they're running catalog it's going to be around products copy overlays and backgrounds really simple we could also test some things like slideshows versus carousels versus single images versus collections cuz those are the only options we have when it comes to catalog now you might ask what the heck is this giant Winners thing going on here now I've broken this down in other videos but I want to show you exactly how it works for this unique case when we have our top performing creator is we take simply the top 10% of ads we're not over complicating this we're not just picking and choosing ads that we think are good that we think should scale we're taking the top proven ads only and we are graduating them into what we call the Winner's bucket so you can see these one two and three are being graduated into the Winner's Bucket from the Winner's bucket they actually move into an Advantage Plus shopping campaign at the top and then interest down below which I'll show you in a second so what we are doing is we are identifying our top 10% of creatives those are going to be ident identified by the top Spenders plus above your target return on that spend we're then taking those we're pushing these into a Winner's bucket this is literally just a box it doesn't mean anything and then we are graduating those in the bucket up to our Advantage Plus shopping campaign this is going to be a 100% broad Advantage Plus shopping campaign with only your winning proven creatives this is the best of the best additionally we're taking these winners and we are launching interest based campaigns this is different than what most people like to do these days Everyone likes to run full bro I don't I like to be a little bit different interest are single interest this is very very different than what most people do most people stack a bunch of Interest let's say you're a shoe brand most people would say Nike Adidas Under Armour name all the different shoe brands out there and they'd stack them all as different interests and that would be your group and you'd wind up with 300 million people that you can Target in the United States AKA it's a broad campaign what we like to do is use single interest adets single interest assets have one single interest so in this case it would be Nike alone if that interest Works create a second interest don't start doubling down on interest groups over time you're going to know what interest works and what interest don't work and you're just going to keep a nice log of that it's not too complicated it just takes a little bit of diligence and effort the graduation process goes into these interest groups because interests don't scale as much but they improve your return on ad spend so when you combine interest with broad packs you will generally see improved return on ad spend so that's exactly what we're doing here down at the bottom for this account we saw a really good retarget getting actually done already so we're not going to do anything different in the retargeting side but just to quickly show you and understand what we'd like to generally do we have a retargeting campaign with 14-day Facebook and Instagram engagers 30-day site visitors to retarget and then 90-day add to cart SL initiate checkout anyone who's added products to the car we want to retarget them with those same products for at least a short period of time and then for the ads in this case Evergreen ads objection ads sale ads intros offers super super important we already saw downsell and upsell in this campaign that we were just auditing product Focus ads and then general retargeting focus ads something that is addressing the audience directly and then finally a retention-based campaign it's going to have alltime purchasers and 180-day purchasers this is just going to make sure that we cover our bases so that we're not letting customers drop off and forget about us we need to make sure we are top of mind all the time even if that just means spending 5 to 10 bucks a day this case is Brand's only spending $10,000 a month or $115,000 a month not a problem but just spend 51 15 $20 a day really really small just so we can keep top of mind with anyone who's ever purchased from us in the past okay so that's the exact Facebook setup that I would run for the brand that I just broke down for you in the first half that setup is going to take time to implement it's going to take time to get better because this graduation process that we're breaking down here it does not happen overnight you have to wait weeks and weeks and weeks to actually graduate the best performing ads into the scaling mechanism over and over and over again so steadily over time your ad spend is spending most of its cash on the best performing ads and a very very very little amount of cash on new test so you minimize your overall wasted spend so finally we need to talk about the Google side I think this Google setup is phenomenal we have $100 plus products so any product over $100 we have products from 65 to 100 which is another breakdown of this Brand's product set and then we have a brand core campaign if you're only spending $22,000 a week right they're spending what is that around 300 bucks a day in Google we're not going to get Beyond this some people would want launch standard shopping campaigns search campaigns at 300 bucks a day it's way more important for us to keep things Consolidated when I look at this campaign on a 7-Day and even if I pulled to a 30-day we could see very clearly this return on ad span is good it's above their target and even when we looked in high Ros it was at or really at the standard that they needed it to perform so what I'd actually want to do here I'd want to actually spend more here I know it sounds a little too simple sometimes but sometimes the answer is that simple sometimes it is as simple as just turn the budgets up slightly the best part about this is in this case of this brand you could see they're actually limited by budget so we're just going to click on the limited by budget Tab and they're going to give us a little bit of a forecast we're currently at 250 which you can see here and according to Google if we increase our daily budget from 250 to 320 we're going to see a drop in return on ad spend by 022 we're expected to drive weekly $500 more and increase our cost by $481 more that is actually not what we want we don't want basically a one return on ad spend cuz this campaign is currently getting us a 2.
