Key Takeaways from Our Latest Ad Account Review
In our latest ad account review session, we dove deep into several Facebook advertising strategies and optimizations. Here are the key insights that emerged from analyzing three different business cases:
Instagram Engagement and Email Marketing Strategy
- Focus on boosting organic posts that naturally generate follows to build your audience cost-effectively
- Send frequent emails (every 1-2 days) to new subscribers to maximize engagement
- Implement ManyChat flows on posts to capture emails and increase followers
- The value of an email address drops dramatically after 10 days of no contact
Product Catalog Optimization
- Reduce product variants (e.g., standardize on one size, one color) to simplify catalogs
- Create separate catalogs for best-sellers and specific product categories
- Use ChatGPT to analyze spend data and identify top-performing products
- Consider limiting catalog size to reduce customer decision fatigue
Ad Campaign Structure and Budget Allocation
- Consolidate ad sets for low-volume accounts to exit the learning phase faster
- Shift budget from underperforming campaigns to more profitable ones
- Use broad targeting catalogs for prospecting and retargeting specific products
- Consider focusing Instagram delivery for engagement campaigns
Creative and Targeting Refinement
- Focus on evergreen offers and brand-building creative
- Test different ad formats (catalog ads, single image ads)
- Align ad creative with organic content that drives engagement
- Consider specializing in specific niches rather than trying to appeal to everyone
Measurement and Analytics
- Track cost per follower for Instagram campaigns
- Set up custom conversion events to track sales by product category
- Double-check metric calculations, especially for multi-currency accounts
- Monitor average order value (AOV) differences between campaign types
Next Steps for Implementation
- Implement Instagram engagement campaigns and email marketing flows
- Optimize product catalogs by reducing variants and creating focused sets
- Refine ad creative to focus on best-selling products and brand messaging
- Shift budgets to higher-performing campaigns and ad formats
- Set up more granular tracking of sales and engagement metrics
Want to learn more? Watch the full ad account review session for detailed insights and implementation strategies.