Meta Ad Campaign Optimization

• Optimizations are changes made to a campaign during its run to improve performance.
• Examples of optimizations include switching bidding, changing audiences, adjusting budgets, and modifying delivery settings.

Enhancements

• CTR (Click-Through Rate) benchmarks average over 1%.
• Click to Conversion Rate benchmarks average over 5%.
• Click to Landing Page View (LPV) Rate benchmarks average over 80%.

Process of Publishing a Campaign

• After publishing a campaign, Meta either accepts or rejects the ad.
• If approved, the campaign enters a learning phase, where Meta identifies the best audience.
• During learning, effectiveness is low and cost is high due to experimentation.
• A campaign exits the learning phase after achieving 50 conversion events, tailored to its optimization goals.
• Exceeding a 30% change in budget during the learning phase can reset the campaign, restarting the learning process.
• A Rs 1000 budget can fluctuate by 30%, ranging from Rs 700 to Rs 1300.
• After 4 weeks, if a campaign remains in the learning phase, Meta might show a "learning limited" error.
• Remedies for "learning limited" include increasing the budget, expanding the audience, or switching to the highest volume bidding strategy.

Campaign Delivery Phases

• Learning: Up to 50 events.
• Learning Limited: Less than 50 events even after 4 weeks.
• Active: After 50 events.

Situational Questions (Problem, Hypothesis, Solution - PHS Format)

Situation 1: CPM (Cost Per Mille) is Rising, Impressions are Falling

• Problem: Delivery issue/setup error where fewer impressions are received for the same budget.
• Hypotheses:
• Too narrow audience (below 10k).
• Too broad audience (audience becomes irrelevant).
• Audience overlap (multiple ad sets targeting the same audience).
• High competition (e.g., during sales periods).
• Solutions:
• Define a defined (optimum) audience.
• Target different cities, ages, and genders.
• Increase budget.
• Switch to the highest volume delivery option.

Situation 2: CTR (Click-Through Rate) is Falling, Clicks/Views are Falling

• Problem: Engagement issue where clicks/views are falling for the same number of impressions.
• Hypotheses:
• Irrelevant ad.
• Unappealing, boring ad.
• Ad fatigue (frequency above 7-8 per week).
• Poor Call-To-Action (CTA).
• Complex ad.
• Wrong platform.
• Lack of hook.
• Solutions:
• Show relevant ads based on buyer persona.
• Make ads more engaging.
• Control frequency.
• Implement a frequency cap in awareness campaigns optimized for reach performance.
• Decrease budget, or expand the audience.
• Have a compelling CTA.
• Simplify ads.
• Run ads on the right platform based on the target audience.
• Use a hook in the first 3 seconds.

Situation 3: Clicks to Conversion Rate is Falling, Conversions are Falling, CPA (Cost Per Acquisition) is Rising

• Problem: Website/product issue; fewer conversions for the same number of clicks/budget.
• Hypotheses (Part A: People click but don't convert – low click to LPV rate):
• Slow website.
• High bounce rate.
• Lack of mobile-friendliness.
• Error 404 (page not found).
• Clickbait.
• Change in mind.
• External factor.
• Hypotheses (Part B: People land on the website but don't convert – low LPV to conversion rate):
• Poor UI/UX.
• Hidden charges.
• Lack of preferred payment methods.
• Negative reviews.
• Mandatory signup.
• Mismatch between ad and website.
• Poor quality product/images.
• High website abandonment.
• Solutions:
• Make the website load within 4 seconds.
• Ensure the website is mobile-friendly.
• Fix error 404 errors.
• Avoid clickbait and disclose as much information as possible.
• Make all buttons clickable and ensure easy website navigation.
• Disclose all charges upfront.
• Offer multiple payment options, especially COD (Cash on Delivery).
• Invite positive reviews.
• Ask for signup later.
• Align ads with the website content.
• Use high-quality products and HD images.

Situation 4: Campaign Still Not Working

• Other potential issues:
• Wrong bidding strategy.
• Wrong objective.
• Wrong delivery setting.
• Too low budget.
• Misconfigured events.
• Solutions:
• Choose the correct bidding strategy based on market conditions.
• Select objectives and performance goals carefully.
• Begin with standard delivery and switch to accelerated if needed.
• Set the budget based on Meta's forecasts.
• Verify pixel events.
• If there's no sign of improvement, turn off the campaign and create a new one.
• Status Indicators:
• Green: Active.
• Yellow: Inactive.
• Red: Improper setup.

Key Performance Indicators (KPIs)

• Awareness: Reach, Impressions, Frequency, CPM (Cost per Mille).
• Consideration: Link Clicks, Views, Cost per View (CPV), View Through Rate (VTR), Landing Page Views, Cost per LPV, Click to LPV Rate, CTR (Click-Through Rate), Engagement, Cost per Engagement.
• Conversions: Conversions, Cost per Conversion, Conversion Rate, Click to Conversion Rate, LPV to Conversion Rate, ROAS (Return on Ad Spend), Leads, Cost per Lead, Click to Lead Ratio, App installs, Cost per App Installs, App Events, Cost per App Events.

Custom Metrics

• Unique metrics created to analyze data not available by default in Meta ads.
• Example: analyzing click to LPV rate by creating a custom metric.

Crucial Metrics

• In ad reports, Quality Ranking, Engagement Rate Ranking, and Conversion Rate Ranking are based on Meta’s assessment compared to competitors.
• Quality Ranking: Based on ad's image/video quality (resolution, blurriness, copyright, watermarks).
• Average: Improves content quality with HD images/videos, cropping, and avoiding watermarks copyright content.
• Engagement Rate Ranking: Based on ad's engagement (views, likes, comments, shares, saves, etc.).
• Above Average: Improves engagement using influencers and hooks.
• Conversion Rate Ranking: Based on post-ad conversion rates.
• Average: Improves website speed and mobile-friendliness, avoids hidden charges, offers multiple payment methods.

Range Definitions

• Below 35% = average.
• 35%-80% = above average.
• 80% = average.
• Report usage with pivot trending analysis.
  • Skip view metrics if the ad isn't a video.
  • Custom Conversions:
  • Click To Lead Ratio.
  • Click to LPV Rate.
  • Conversion Rate.
  • Conversions Results= website purchase.

Ad Pixel Notes

• Core Audience: Based on interests, demographics, behaviors.
  • Core audience size is independent of other targeting factors .
• Custom Audience: Based on customer lists (static data).
• Lookalike Audience: Similarity audience size depends on country population, with 1% similarity being most relevant.
  • Increasing similarity % widens and thins the data.
• Standard vs. Custom Pixels:
• Standard: Default data.
• Custom: Extra data, (shape, size, color, design, pattern, storage, egg type, weight).
• Pixel codes are static and only track events through code.
• Pixel for: Tracking data.
  • Optimizations: ATC (Add to Cart) = 1000, Initiate checkout = 600, Add payment = 10.
  • Shipping charges.
  • Hidden charges. -1 pixel per website.
  • Target different cities, genders, ages, languages.
• Pixel Sources:
• Your sources:
• Website.
• App.
• Customer list - csv.
• Catalog.
• Offline activity - CRM.
• Meta Sources:
• Video (25, 50, 75, 95%), (3,10,15 sec).
• Instagram.
• Facebook.
• Lead Form.
• Shopping.
• Marketplace.
• Instant Experience.
• Events.
• Pixel code overlap thresholds.

Pixel Codes

• Pixel is a code placed in the websites header to track events.
• SDK: Is code built into an app to track events.
• Install app codes through SDK or application developer.
• Install all website codes through a web developer.
• Use pixel to get tracking via IP address.
• Codes used to track unique IDs and retarget audiences based on interests.
• Implement website click codes to track website responses.
• Test website events with Pixel helper.
• Check functionality with Meta Pixel Helper tool.
• Website code setup issues are inactive or produce errors.

Ad Types

• SDK track through dynamic data and device IDs.
• SDK events are to monitor landings, add to cart, add to wishlist of mobile apps. Standard Events Are readily available in Meta and provided to all advertisers. Custom Events Specific to advertisers and are created to their convenience. Examples: Page View (LPV), Category Page View, Add to Cart, Initiate checkout for E-commerce. Example: Contact Us, Find location, Start Trial, Lead, Submit Application for Other Companies.

First-Party Cookies

Frequently used to improve browsing experiences by setting login details, or shopping carts items.

Third-Party Cookies

Used to assess browsing across different locations and display targeted ads.

Audience Types

Three (3) Types Include:

• Core: Demographics and browsing interests.
• Custom: Retargeting, site behavior.
• Lookalike: Similar site traits.

Audience Metrics

• Audiences based out of two (2) custom similar audiences.
• Audience used to ensure relevant data and churn out irrelevant data.
• Audiences are derived through Venn diagram.

Types

Traffic campaign, re-Occurring revenue Audience overlap target relevance, and data Set relevance through AND targeting.

Audience Targeting Considerations

• Core, Custom, Lookalike are all audience drivers.
• Custom audiences from two (2) platforms.
• Include relevant people.
• Website click audiences are static with defined numbers.
• Use site browser data.
• Ensure a maximum audience target.
• Target relevant age.
• Choose audience filters based on working traits.

Languages

Always be set for all targeted ads;

AND Targeting

• Use only when the desire to meet certain demographics.

Audience Overlap

Audience issue when same audiences are targeted multiple times which can lead to rising action prices. Up to 30% data overlap is irrelevant, and avoid taking actions beyond Target: Different locations.

• Ex: China, Japan, Korea.
• Removed targeting issues that avoided the action type.

Actions

• Audiences and solutions to relevance.
  • Early metrics that are no longer available because they were removed from Meta.

Additional Pointers

Size = Largest= core. Smallest = Custom. Medium = Lookalike. Intent= Lowest = core. Highest = Custom/lookalike. Priority= Lowest = Core. Highest = Custom/lookalike.

Bidding

• Value per action based on optimization, or goal.
• New leads campaign.
• Performance goal.
• On-platform names as "cost per result goal". Types: Automatic, semi-automatic, And Full.

Cost Cap

• Avg value set at value of ~20%
• Low price.

Bid Cap

• Manual High Profit, with lower value controls. Conservative approach.
• Best to start bid caps with past data analysis.
  • Manual analysis with 6 months’ data.

Lowest Bids

• Automatic
• Used for start ups without past data,

Focus

Maximize results without overspending.

Keys

Maximixe results!

Lead types

• Low = start up.
• Med = Market presence in small amounts with risk factors.
• Max = Established business with budget.

Delivery Paces

Budget Pacing

Set the pace to run through code to start and end the campaign.

Delivery type

1.) Standard set 2.) Max, code pace, fast.

Accelerated pacing

10-100x pace to finish at 80% result quality and 30-40% cost.

Campaign Speed

When there is little downtime the campaign can run at a more accelerated function. When there is more budget available the campaign can more greatly exceed goal requirements.

Restrictions

Cost capacity runs with pace restriction. Max value caps will be used. Budget = Goal value * the campaign type .

Conversion types

Each adds on location, or type to different destination.

• Conversion locations.
• Value types.

Campaign setup levels

• Campaign* - Level Objective ,AB budget type
• Ad Set* - Level Performance goal
• Ad Level* -Final target location

Campaign objective

• Awareness + TOFU*
• Target and value.
• Usage, New companies in a limited budget space Meta = reach total users w total views Ad views display 1x max for ~100 users Ad views display several views for less users.
• Engagement is a form of ad content* Low budget and reinforcement periods Display a few videos seconds at any point to Meta for a time length, CPM rate values etc. Traffic levels and content. Three types of traffic quality

High

Low click to conversion rate Lpw conversion rate High LTV conversion second highest.

Medium Conversion types

Low CTR ratings. Highest views + views and low total ratings= Lowest CPM. Campaign setting types Settings include and do not include third party websites for landing access. Third party has the potential risk.

This is important to note that each one must be carefully set to a proper setting to maximise code quality in CPM set up.