Audit of Advertising Campaigns
We analyzed the Advertising Campaigns and saw a classic problem - the 1st month everything was fine, but every day the tendency is getting worse and worse. The contractor cannot understand what went wrong.
As always, the mistakes were on the surface:
people who were already on the site were not excluded from the new audience
cold audiences were not excluded from warm client bases, subscribers who had been shown ads on them before
Mistake №1. Burnout of advertising banners.
Banners weren't updated for more than 1 month and yet were shown to the audience very often.
Mistake №2. Not used going through the speakers and their topics
This is a very rough mistake, taking into account the great recognizability of the forum speakers and the relevance of the topics.
Mistake №3. Incorrect structure of advertising campaigns
Due to the fact that the budget for one ad group was too low, the advertising campaign could not gain the necessary number of leads* and did not have time to go through the training phase.
* According to Facebook rules, each ad group in our Ads Campaign should get at least 50 leads per week for stable operation and better optimization.
In addition to this, the configuration of exceptions within the campaigns was not done correctly. Because of this, the Ads Campaigns were competing with each other in an auction and bought the same people twice:
Mistake №4. Incorrect way of scaling Ads Campaign
Ads Campaign were simply duplicated with the same creatives and for the same audience instead of going in through other pains and triggers, gradually increasing the budget for better links.