Every PPC agency should have a process in place for screening prospects. (followers on facebook) If you take on the wrong clients, you, your team, and your clients could be in for unnecessary headaches. PPC agencies are well-versed with Google Ads audits when prospects come to them. They need to know why their account is not performing as they want. It’s easy to inspect the report and find missed opportunities.
When it comes to evaluating the potential of a prospect, Google Ads is often at the center. Facebook is often seen as an afterthought or bonus upsell. Facebook can be a significant driving force in many businesses’ growth, mainly when it is a critical component of their strategy. You must establish a process to audit Facebook ad accounts for your agency to create proposals that will convince potential clients to sign up.
Facebook ads account audit agency.
The most common cliche in digital marketing is that Facebook ads won’t work with our target audience. I have worked in this field for many years and can assure you that this is false 99.9% of all the time. The reality is that many advertisers and agencies are failing to optimize. This is your chance to help them get on track.
In six steps, this article will demonstrate how to audit prospects’ Facebook ad accounts.
Step #1: Check the amount spent over time
When I meet a prospect, I want to know their current spending and how much they have spent in the past. Facebook is very sensitive to how you pay over time. If you launch a conversions campaign and spend $1,000 in one day, you will see a higher cost per conversion than if it is spread over five days.
Spend over time on Facebook ads audit
I first look at how the client approaches budget pacing to gauge potential. As I’ve said, people often spend a lot in a short time. They then blame Facebook for not allowing them to succeed. It is essential to allow Facebook’s algorithm enough time to optimize for each audience.
The budget spent can also reflect the expertise of the previous account manager. A lot of agencies inherit accounts that are not performing well. Clients, other agencies, or former employees could also be to blame. Knowing how many people have worked on the bill will give you an idea of the prospect’s patience and level of expertise. Is this a prospect willing to take the time to make things happen or one that will give up after 30 days? It’s worth checking their Facebook accounts before you sign them up.
Step 2: Examine your account structure
When I do a Facebook audit, the first thing that jumps out is how the account was structured. These are the top mistakes I see.
- Campaigns are named after the target audience. The account is organized around the audience, not objective or creative content.
- Structure too similar to paid searches, using thematic ad set, and not audience-focused.
- Multiple campaigns may use different ad sets, which can cause disruptions in delivery and competition.
- Advertising testing that is disorganized
This post contains a complete template to help you structure your Facebook account.
The campaign must be centered around the goal. You will be challenged if clients have multiple website click campaigns they wish to convert. Before making suggestions and jumping into an account, it is essential to understand what the client wants from paid advertising. You will likely be able to provide more value if you say, “You want this, but you were doing this.” This is why this isn’t working.” This differs from saying “You should do this” and having the client explain why. Any Facebook account’s foundational structure is crucial to scale it effectively.
Step 3: Confirm pixel placements, a conversion tracking
Prospects who come to you for information about Facebook ads are more likely to be interested in driving some results through their site. (buy followers on facebook) You must ensure that the Facebook pixel is installed on your prospect’s website, just as with Google Ads. Go to the Ads Manager dropdown and look at the “Pixels” section.
Home page of Facebook Ads Manager
You will see if the Pixel is firing and established and if any other standard events are occurring outside of a PageView.
Facebook ads account audit page view metrics.
This information is crucial for your audit because you must verify if any remarket audiences have been from pixel traffic. Step one would be to ensure that the prospect has the Pixel installed. Check the “Audiences” section to verify that they have remarketing audiences. This will show how knowledgeable the option is about capturing the low-hanging fruit. This will allow you to estimate how much traffic your prospect has on their site. This could be crucial in determining the viability of further remarketing or nurturing campaigns.
You should also check the “Custom Conversions” section. You can check if their Pixel has been install correctly by going to this section in the main menu.
Auditing Facebook ads to get to the page for customer conversions
You will then see if the potential client has made any URL-based modifications. This information is essential if you want to run conversion campaigns for them.
Step 4: Examine target audiences and placements
It is essential to understand the target audience for your prospect. This will impact how you conduct your audit. The best way to assess what is in each ad set is to identify the ideal audience’s age, location, gender, behavior, and interests. This will allow you to spot discrepancies in the prospects’ needs and what is already set up in their account.
A common oversight is the location of ads showing up on users’ screens. With all your information about your prospect’s ideal customer, it’s time to take a closer look at each campaign’s placement history.
Facebook ads account audit check placements.
Keep in mind the goals and selling points of the prospect to determine which placements you can remove to increase costs. Let’s take, for instance, a candidate who is a startup in tech and wants to run ads to get free trials of their product. However, the prosecution doesn’t work on mobile. This will allow you and your agency to quickly find out if the prospect is wasting money on non-converting placements for mobile. If you notice the Audience Network in any campaigns, it is worth noting to delete it. Nearly all accounts I have seen use the Audience Network as a money-wasting placement are guilty of this.
Step #5: Compare manual vs. lookalike audiences
It is essential to determine how many audiences Facebook has and what audiences they are. It would help if you also examined how audiences are include in ad sets. Here’s a list of things to watch out for:
- Are there any custom audiences for the account?
- Are there lookalike audiences?
- Is it manually create(interests, behavior, etc. audiences?
- How is the ad set organize? Are they able to mix lookalikes and manual audiences?
This last question is fundamental as it relates to how the account structure is set up. Any ad set that combines custom audiences (including lookalikes) with manual audiences should be flagge. Audiences should be separate into their own ad sets. This is how you can determine if one lookalike performs better than another.
Similar to the previous point, checking if your prospect is using custom audiences for exclusions is essential. Are they exclusions for existing customers or people who have converted to their site? It is possible to create or explain the exclusionary audiences, which can be very valuable for your business.
Step #6: Analyze Facebook ad quality
It is essential to consider the number of ads in each ad set. Facebook’s algorithm will struggle to optimize for desired results if each ad set has just one ad. Facebook can optimize for what works and what doesn’t if there are more than one ad. Pay close attention to the variations in ads and promotions to identify specific attributes such as CTA vs. none CTA, long copy, or short copy.
Facebook ad account audit ad creative example
Many prospects will create multiple versions of the same promotion without considering the overall experience. Marketers learn how to seamlessly tie the value proposition to copy and creativity over time. This means that prospects’ creativity will more often than others have opportunities.
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