Facebook ads audit – what is that and how does it look?
An advertising audit is an analysis of the quality of settings, design, and effectiveness of advertising campaigns. Based on the results of the audit, the company should gain an understanding of how to optimize advertising to achieve its goals.
Etymologically, the word “audit” comes from the Latin audio – “hearing”. It derives from the so-called public hearings of reports that auditors approved or disapproved of.
During our longtime experience, we faced a lot of projects from different niches and different countries, with different budgets, and different approaches. But the first thing we always do for the new project on board is make an advertising audit. That is crucial in all cases.
Usually, the process starts with checking out
the technical part.
That includes tests of tracking work (Pixel, SDK, Google Analytics, GTM, etc.). As well as making sure that events are firing properly and value parameters are set up, checking Conversion API settings. To learn how to set up Google Analytics 4 correctly, click here
Then we can move to the Facebook Ads Manager and start with campaigns there.
The first thing we do here is check campaign naming. That should be informative and short to save time and give you an understanding of where you can find what, where is retargeting and where is acquisition campaigns. We can check at what level the budget is set up and analyze why. Define where is the Advantage campaigns versus manual ones. What occasional(holiday-related, Black Friday) campaigns were successful, and which were not. And for sure we are checking performance overall at the campaign level.
Talking about performance- we should clearly understand the client’s goals and KPIs to understand the metrics and whether the campaigns were successful or not. For e-commerce projects usually the most important ones are such metrics as ROAS, Purchase, and Purchase conversion value. For services, it could be: Leads, Cost per lead, and lead quality. For apps it could be: app installs, retention rate, and conversions.
You can book a free consultation for your project. Click here
Now, moving to the ad set level we start with checking what targeting was tested(Lookalike, Broad, Interests. Behavious) and the size of the audiences.
If there is any problem with overlapping and if we can merge some audience to avoid it. And also what significant edits were made to the ad sets and why. Determine if the budget is on the ad set level is that budget enough to cover the audience or maybe it’s too much and we have a high frequency too fast.
Finally, we are at the ad level where we can check all the creative strategies and hypotheses that were tested and which ones succeeded.
Checking the number of ads that are testing at the same time, usually 3-5 is the best option. We check if there are any police violations and if there are any sensitive elements that can lead to the ad rejection. Also, ad copies and headlines can be affected so we should check if that looks good. To track results in third-party services we should set UTM parameters. So we need to check if the UTM parameters are set and if it’s set properly. And of course, we should check CTR(clickability) and reactions to our ads to understand if the ads resonate with the audience.
After that when we have the whole picture we can gain and brainstorm our own ideas about how we can improve the performance. Now we can work on strategy creation based on the data that we got from the audit avoiding unsuccessful hypotheses and unprofitable decisions.
Do you think your business needs such an advertising audit for your Meta ads, Google ads, or TikTok ads?
Do you want to get an up-to-date strategy that is based on smart decisions based on data that you have? Our experts can help you and provide such an audit for you. Contact us today and book it!
FAQ
Is Facebook marketing effective for businesses?
Yes, Facebook marketing is considered effective for businesses of all sizes. With over 2.8 billion active users, Facebook provides a vast audience for targeting specific demographics. The platform’s robust advertising tools enable businesses to reach potential customers, increase brand awareness, and drive conversions.
How effective is boosting a post on Facebook?
Boosting a post on Facebook and Instagram can be quite effective, especially for increasing visibility and engagement and attract new audiences. It allows businesses to reach a wider audience beyond their existing followers. However, the effectiveness largely depends on the quality of the content, the targeting options chosen, and the budget allocated for the boost.
How effective is Facebook marketing compared to other platforms?
The effectiveness of Facebook marketing compared to other platforms can vary depending on the target audience and business goals. Facebook stands out due to its precise targeting, broad reach, and variety of ad formats, which allow businesses to tailor content to audience interests and showcase unique selling points (USPs) directly to their target market.
With nearly 3 billion active users, Meta (including Instagram) offers extensive reach, and its flexible tools make it easy to engage different audiences. Cost per click on Facebook is often lower than on LinkedIn, Google Ads, TikTok, or Snapchat, making it attractive for many niches. Well-optimized campaigns can yield a high return on investment.
What factors influence the effectiveness of Facebook ads?
The effectiveness of Facebook ads is influenced by several factors, including ad relevance, targeting accuracy, creative quality, and budget. A well-targeted ad with engaging visuals and a clear call to action is more likely to perform better. Additionally, monitoring and adjusting campaigns based on performance metrics can enhance overall effectiveness.
How can I measure the effectiveness of my Facebook ads?
To better measure the effectiveness of your Facebook ads, you can track key metrics such as click-through rate (CTR), conversion rate, engagement level, and return on ad spend (ROAS). Facebook Ads Manager offers in-depth analytics, enabling you to analyze your ad performance in detail. Additionally, analytics tools like Google Analytics 4 or Triple Whale can provide valuable insights into what’s working well and where adjustments are needed to improve the effectiveness of your campaigns.
Read 12 minute 