Thinking
It might be time for a paid advertising audit and overhaul.
During a recent audit of a 7-figure e-commerce brand in the sleep niche, Public Nectar uncovered a critical issue hindering the company's growth.
Despite spending $250k monthly on Meta, the brand's ad account structure was holding it back, leading to learning phase issues and account bloat as they attempted to scale.
After an in-depth analysis, Public Nectar identified key areas for improvement and provided a roadmap to reinvigorate the brand's growth. Here's a breakdown of the findings and recommendations.
1 → Best Practices for Tracking and Targeting in 2024
The first vulnerability found was in the brand's tracking setup and audience targeting. To improve this, Public Nectar recommended:
- Setting up dynamic integration with their email platform to create continually updated custom audiences for retargeting.
- Implementing off-platform conversion tracking using a tool like Tripe Whale to get a more accurate view of ad performance post iOS14 privacy updates.
- For Advantage+ campaigns, consolidating interest-based audiences and feeding customer lists segmented by country to improve algorithmic performance.
By modernising their tracking and targeting, the brand could give Meta's AI better data to optimize with and reach their ideal customers more effectively.
2 → Restructuring for Efficiency and Control
The brand's ad account structure was a major obstacle. It primarily used ABO campaigns with low-budget ad sets, which became cluttered and difficult to manage as the brand scaled.
Public Nectar advised restructuring the account into a CBO (Campaign Budget Optimisation) format, with top, middle, and bottom funnel campaigns grouped by geolocation and creative type.
This would allow Meta's algorithm to more efficiently allocate budget to top performers while maintaining control.
He also cautioned against over-reliance on tools like Revealbot for automation, suggesting a more hands-on approach to maintain control and understanding of account performance.
3 → Graduating Top Creatives and Placements
Finally, Public Nectar dug into the account's creative testing and performance. While the brand had done extensive creative testing, winning ads weren't being graduated and scaled effectively.
Recommendations included:
- Moving top-performing ads from broad testing campaigns into CBO retargeting and prospecting campaigns, segmented by funnel stage, geo, and creative type.
- Leveraging placement asset customisation to tailor ads for Instagram placements, which had high CPMs but low conversion rates compared to Facebook placements.
- Implementing a rigorous creative testing process focused on broad audiences with top performers who graduated into the main evergreen campaigns.
By doubling down on winning creative and placement strategies, Public Nectar projected the brand could significantly decrease cost per acquisition while scaling ad spend and revenue.
Implementing these optimisations could be the wake-up call this brand needs to jolt its growth back to life.
Don't let your ad account fall asleep at the wheel. Book a free audit with Public Nectar today and let our experts diagnose your growth blockers.
Strategy Insights
→ Leverage the Latest Tech
As your ad spend grows, a chaotic campaign structure can be your downfall. Craft an account structure that strikes the perfect balance between algorithmic automation and granular control.
→ Double Down on Winners
Don't let your winning creatives and placements gather dust. Implement a foolproof system to identify your top-performing assets, then deploy them across your full funnel.
→ Expertise Drives Efficiency
When it comes to auditing and overhauling a high-stakes ad account, don't settle for anything less than the best. Bring in the experts who can uncover hidden opportunities and take your performance to the next level.
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