How a Media Buying Expert Audits Meta Ad Accounts in 2023
By
Aniruddha Mishra
,
October 6, 2023
How a Media Buying Expert Audits Meta Ad Accounts in 2023
I audited 15+ Meta ad accounts in the last 30 days and 80% of them had these three big gaps:
1. Running link-click campaigns
2. Testing 5 – 6 different audiences
3. Not testing creatives or angles
Meta ads have transformed 360 degrees in the last two years, but your agency might still be testing things like it’s still 2018. To help your business come into the current year, I consolidated an exhaustive list of exhaustive list of best practices:
1. Technical Setup
Integrate Meta Pixel and set up events with a conversion value
Set up Meta Conversions API (CAPI) – CAPI integration improves attribution by 15-20%
Enable advanced matching- Advanced matching helps by improving match rate
Get the most accurate tracking by installing Meta Pixel and Meta Conversions API.
2. Campaign and Ad Setup
Choose the most important objective: purchase, subscribe, or trial – optimizations like traffic or add to cart barely result in incrementality
Consolidate campaigns – running 10+ interest audiences result in fragmentation aka higher CPMs
Keep a minimum daily budget of 4 – 5 x of your CPA
Don’t miss out on Advantage+
Optimizing for your most valuable event helps you target people who actually converts.
3. Ad creatives
Keep a separate ad set for testing
Leverage UGC and whitelisting ads with creators – in 2023, creatives are your #1 weapon. Users watch 100’s of ads every day and beating banner blindness is tough
Utilize post IDs (existing posts) instead of launching new ads
Experiment with different ad copies (the messaging)– experimenting will help your ads reach a relevant audience
Ad creatives are currently driving the majority of media buying performance!
4. Landing Page Optimizations (LPO)
Ensure your landing page loads in less than 3 seconds– reduces bounce rate
Follow the F-pattern for user attention– captures user attention efficiently
Above the fold should have clear benefits, not just features– highlights value proposition
Audit checkout flow for any drop-offs– minimize drop-offs
Use HotJar or MouseTrap to diagnose possible issues– identify and resolve issues proactively
Landing page optimizations can help boost the conversion rate of your website, lowering your overall costs of conversions or acquisitions.
5. Other Tips
Ensure UTMs are set up
Keep a backup Meta ad account
Ensure you get statistically significant data before concluding
Don’t make changes daily
Identify best-performing days and months
Review patterns in weeks and months
Track what worked or didn’t during those best and worst durations
To Recap
Fix your tracking and implementation CAPI
Consolidate campaign structure
Utilize UGC and whitelisting content
Utilize Advantage+ shopping and app campaigns
Test ad creatives separately
Test landing pages proactively
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