I took over the Facebook™ Media Buying for a Client a little while ago.
They spend close to $2 Million a year on ads. Since then, I was able to increase the sales from Facebook by 17%, reduced their CAC (Cost to Acquire a Customer) by 23.9%.
And, we’re generating more leads at the same time. This will have a big impact downstream, because they get about half of their sales from their email list.
I improved their results because I did the Basic Ad Management Strategies really well. I know that sounds stupid, but it’s what works. Most media buyers and agencies have the same tools and strategies at their disposal.
Yes, we’re always looking for that “Magic Trick” that will boost results. So, when we find one, we start using it.
I’ve tested everything in the search for the magic trick: CBO, ABO, Lifetime Budgets, Dynamic Ads, Dayparting, Video Ads, Retargeting, Revealbot, and many more.
I’m sure there are better Facebook™ Media Buyers than me. But, most of them don’t have a “Magic Trick” that I don’t know about. So, what are the “basics”?
Here are the Basic Ad Management Strategies that I implemented for my client:
1. Cycle your offers and ads in and out.
I did a major cycle on the client’s ads and the offers that were being promoted. As a result, the new ad copy converted really well and brought in a flood of new leads and customers.
2. Fresh, New Ad Copy.
I knew I couldn’t create a bunch of new ads in a short period of time. So, I did the next best thing and dug up old “Control” Copy in the Ad Manager, did a basic refresh to update the copy to today’s Best Practices, and relaunched it.
3. Spend less money on bad-performing days.
This client’s sales always dropped over the weekends. The cost per lead didn’t go up. But, the conversion went down. So, I set up the ads to spend less money from Friday afternoon thru Sunday Night. This cut CAC (Cost per Customer Acquisition) by about 15% more or less.
4. Better Tracking and analysis of what’s working.
Once a week, I like to dig deep into each major ad and offer. This enables me to see what’s working. I can see which ads and offers are converting the best and spend more money on them.
I can also identify low-performing ads and offer and either cut them or reduce the spend. To me this sounds basic, but the prior ad agency wasn’t doing it. And, they’re a big, fancy ad agency with all the accolades. I was kinda shocked at their results – to be honest.
5. Constantly push to increase sales.
I don’t know this for sure, but it seems like the prior ad agency just didn’t push to make sales. My client said it was almost like they viewed their job as simply pushing buttons. Crazy! I view my job 100% as making sales. So, I’m sure that made a difference.
And, I’m not resting on my laurels! I’m currently creating a bunch of new Ads, new images, and new video ads. They’ve got big goals and I’m helping them achieve them.
Want to see how I can help you get more sales from your paid advertising? Then contact me for a Free Consultation.