Account Analysis And Optimisation Recipe

Purpose

The purpose of this task is to:

Prevent inefficient ads from wasting budget.

Continuously scale successful ads and the account.

Gain a thorough understanding of high-spending ad performance to make informed decisions regarding ad concepts.

Ensure that the results of past tests are accurately recorded in the tool for future analysis

Steps

Adjust Ads

Choose SC Metrics as a column set on the top right

Check for ads that have not spent a substantial amount of budgets in the last 14 days and pause them

Check for ads that have spend a substantial amount of budget in the last 3 days but have not met the CPA (Cost Per Acquisition) targets and pause them

Adjust Budgets

Check each adset in the account for the last 3 days

If the ad set is meeting it’s CPA targets in the last 3 days increase the budget by 20%

If the ad set is not meeting it’s CPA targets in the last 3 days Decrease the budget by 20%

Analyse Top Spenders

Click on the trends button of the ads that have taken the most budget in the last 14 days

Review the CPA trend in the graph

If the CPA consistently seems to be rising over a span of 3 to 5 days the ad is most probably going to stop performing soon and you need to keep an iteration ready.

Record Results

Go to the sheet “Waiting For Result”

If an ad has consumed a substantial amount of budget and has consistency met the CPA target for at least 14 days make it as a “Winner” in the results tab”

If an ad has not consumed a substantial amount of budget or has consistency not met the CPA targets mark it as a “Loser” in the results column”

Write a quick reason for winning or losing in the “result reason” column based on your analysis.

FAQ’s

What is CPA?

CPA is an acronym for COST PER ACQUISITION which means the cost of acquiring each order. you can check this in a column or calculate it by total amount spent/total count of sales.

Where can I find the CPA target?

The CPA target for each adset should be mentioned in the name of the adset itself or you can calculate it by dividing the selling price of the product by 4. in some cases this number might be 3 or even 2 depending on the type of the product or maturity of the account.

What is a substantial amount of budget?

The allocation of budget can be highly subjective, with terms like "substantial" and "insignificant" varying depending on the total budget. For example, "substantial" might represent 80% or more of the total budget, while "insignificant" could be as low as 3%-5%. The interpretation of these terms often depends on the specific context of the account

What is one of my ad is taking all of my budget?

My brand has multiple products/product categories how should I structure it?

Output: Results properly recorded in the tool

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