• Main
  • Blogs
  • Audit of the Meta advertising account: How to increase the effectiveness of advertising

Audit of the Meta advertising account: How to increase the effectiveness of advertising

In the rapidly changing world of advertising, regular audit of an advertising account on the Meta (Facebook) platform is not just important, but a strategic necessity. This is the main tool for increasing the effectiveness of advertising campaigns and unlocking the potential of invested funds. Next, we will look at 5 ways to audit an advertising account.


The structure of the advertising account


The optimal strategy is to create 3-5 sets of ads for each campaign, with each set containing 3-5 ads. This structure allows Meta algorithms to test various goals, creatives, and placements. The platform will automatically select the best ad for each target group and location, which helps maximize audience engagement.


The advantage of this approach is also that having multiple ads in rotation helps to avoid boring the audience with repetitive advertising. Managing a limited number of ad sets and ads in each of them simplifies performance analysis, which allows you to quickly identify successful strategies and points that require adjustments.


Audit of the targeting funnel

Using a full funnel that includes Search, Retargeting, and Retention campaigns is an effective approach. First, you need to make sure that you have separate audiences for each of these stages.


The search audience should include potential new customers who have not previously interacted with your brand. It can be formed based on interests or demographic data, or create a similar audience based on retargeting and retention data. Ads for this audience should be informative and attractive.


The retargeting audience includes people who have previously interacted with your ad but have not made a purchase. It can be generated based on data from your site or data from Meta about interaction with your pages on social networks. Ads for this audience should encourage them to make a purchase, for example, by offering a discount code.


The retention audience consists of the current customers you want to retain. It can be generated based on a list of past buyers. Ads for this audience may be aimed at cross-selling, promoting loyalty programs, or maintaining interest in your brand.


It is important to make sure that representatives of each audience are excluded from the other two. This will ensure the systematization of your account and create the basis for successful A/B testing by setting clear parameters. For example, in search campaigns, you need to exclude all users from retargeting and retention audiences, as well as those who have shown past interaction, visited your site, added items to the cart or made purchases.


You can differentiate the retargeting audience into three levels of intensity: low, medium, and high. A low-intensity audience will include those who have shown a minimal level of engagement, for example, those who have watched only 25% of your promotional video. The audience with an average level of engagement includes moderately interested users, such as visitors to your site. A high-intensity audience will consist of very interested users, for example, those who refused to purchase or spent a lot of time on your site.


When deciding on segmentation of the retargeting audience, it is recommended to test both approaches to determine which one is most effective in your case. In general, if your budget is limited, it is wise to use a single consolidated retargeting audience. However, if your ads attract a large number of visitors, dividing the retargeting audience into different segments may be advisable to increase the number of conversions.


Diversity in targeting


There are two main types of target audience - specific and broad. Both methods have their advantages, and the choice between them depends on your goals and resources. Broad targeting can be useful thanks to Meta algorithms, which are constantly being improved to help advertisers find potential customers they might miss when using a narrower audience. Therefore, it is recommended to experiment with both broad and specific audience targeting to determine what works best in your case.


Choosing broad targeting means that you rely primarily on Meta algorithms to determine the most relevant audience for your ad.


Advantages:


  • Reach Extension:

Algorithms can detect potential customers beyond the typical parameters of your audience, expanding the reach of your advertising.


  • Using advanced technologies:

The use of advanced Meta algorithms and machine learning allows you to optimize ad impressions, increasing the effectiveness of campaigns.


  • Time Saving:

This approach saves time on audience research and requires less initial effort to identify the specifics of your target audience.


Disadvantages:


  • Low Conversion:

Ads may reach users who are less likely to engage or convert, which may reduce the effectiveness of campaigns.


  • Lack of an individual approach:

A universal creative approach may not always find a response from a diverse audience, which may lead to a low response to advertising.


  • Less control:

There is less opportunity to control the choice of the audience due to the algorithm, which can be unpredictable and lead to unexpected results.


This means that when choosing broad targeting, it is important to carefully weigh its pros and cons in the context of your specific goals and resources.


Specific targeting allows you to accurately select the audience to which your ads will be shown. This is especially important at the customer acquisition stage, as you can direct your content directly into the eyes of your target audience.


Advantages:


  • Increasing the likelihood of reaching an interested audience:

Targeting a specific audience increases the likelihood of attracting users interested in your product or service.


  • The best adaptation for specialized companies:

Accurate targeting is especially useful for companies with a unique and specific customer base.


  • More personalized Ads:

Specific targeting allows you to create ads that more closely match the interests and needs of your audience, making them more effective.


Disadvantages:


  • The risk of excluding potential customers:

Focusing on narrow targeting criteria can lead to the exclusion of potential customers who do not meet these criteria, but might be interested in your product or service.


  • Deep knowledge of the audience is required:

For successful specific targeting, it is necessary to have a deep knowledge of your target audience, as well as carefully study and understand its demographic characteristics and preferences.


  • The risk of audience fatigue:

Constantly showing ads to the same narrow audience can cause fatigue and decreased engagement, which can negatively affect the effectiveness of your advertising.


The importance of testing


A/B testing plays a vital role in advertising, as it helps to optimize the effectiveness of campaigns, justify decisions based on data and ensure the relevance of advertising materials. Regular testing is key, especially when adapting to new trends or after updating the platform. During testing, various advertising elements such as text, visual effects, ad formats and target audience should be checked.


Although the frequency of testing depends on the dynamics of a particular campaign, the generally accepted approach is to conduct tests every few weeks. It is recommended to allocate a certain percentage of the budget for A/B testing, usually about 10-20%, in order to get as much information as possible without having a significant impact on the overall costs of the company. This balance allows you to constantly optimize your advertising campaigns and make effective decisions based on data.


Attribution Window


Choosing the right attribution window is critical and should match your campaign goals, customer path, and conversion types. For example, for offers that require preliminary consideration, an attribution window of 7 days after a click and 1 day after viewing is suitable. Longer attribution windows may be ideal for purchases that require careful thought, while shorter windows may be effective for impulsive purchases.


Regular testing will help you determine the optimal settings for attribution windows. It is important to adjust the approach depending on the needs of your offer and use shorter windows for instant conversion, for example, for limited-time promotions.


It is necessary to constantly monitor the effectiveness of your campaigns and be aware of changes in privacy policies that may affect the measurement of attribution. Adjust your strategies if necessary to achieve the best results.