The Facebook network offers a wide range of targeting choices for digital marketing because it contains a wealth of information about potential clients. Additionally, Facebook reports provide hundreds of metrics to assess campaign performances, making it extremely difficult to assess manually and come to any conclusions.

Although digital marketers have their own optimization processes, Facebook campaign optimization processes should have suggested adjustments based on the performance metrics.  

Alavi.ai has a data-driven Facebook ad optimisation recommendation engine. You don't need to be concerned about all the calculations and data points. Log in and start working. Many hours each week can be saved and used to learn more about your client. Try it for free here.

Possible Actions for Optimization

Digital marketers can take any action based on the performance of campaigns, Ad sets or Ads.  

Campaigns

• Campaign budget changes
• Bid strategy changes
• Experiment with new campaign objectives – Scale using Minimum RoAS
• Limit/Combine ad sets based on the budget
• Pause campaigns

Ad Sets

• Pause Ad Sets
• Change or narrow down audiences
• Limit/Change ads
• Add spend limits

• Undo previous changes
• Wait a few more days

Ads

• Pause Ads
• Change ads

Other areas to monitor

• Landing pages — Check for out-of-stock products, broken landing pages, slow landing pages
• Ads —  Check comments on ads. If it is negative, it can impact the performance
• Competitor activities — Evaluate competitor’s sales, same products with lower prices, same products with better USPs (Unique selling propositions)
• Evaluate offer or product/service – If it is not attractive to purchase, your campaigns won’t work regardless of your targeting or optimization.

I am aware that choosing the right course of action is difficult. The performance metrics and their combinations determine what has to be done to your campaigns. Alavi can generate the action item for you if you are clueless or wish to do it automatically.Try it for free here.  
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Main Metrics to Consider

The variables spanning the full client journey, from the first impression to the conversion, should be examined.   

• Reach  -  Ensure the ad sets or ad received enough exposure to make a judgement. 
• New Reach  - New reach is not always bad. But if the ad or ad set reaches new people always, and not enough impressions per person, You should narrow down the audience or increase the budget to get enough impressions per user to convert.
• Frequency  - Ideally, frequency should between 3 to 6 in most cases. If it is low, users are not getting enough impressions to take action. If it is high, it saturates the audience and creates ad fatigue.
• CTR  -  CTR helps to figure out if an ad can attract people or not. By increasing CTR, you can reduce the CPC but it won’t guarantee a higher RoAS or lower CPA.
• Spend  - Spend demonstrate if a campaign/Ad set/ad spending is enough to make a judgement or overspending.

• Conversions  -  Conversion can be used to decide the worthiness of a campaign. If it is providing significant conversions with low RoAS, still business can allow it to run assuming the LTV of customers.
• CPA  -  CPA can be used to identify any ad set or ad spending money without generating enough conversions.
• RoAS  -  RoAS can be used to evaluate the profitability of your campaigns.

It is difficult and time consuming to make decisions while keeping track of all the factors and examining all the potential combinations. At times, manual optimization is not possible. Alavi figures out every possible combination and provides optimization recommendations to make the choice simple. Try it for free here.
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Timeframe to Evaluate Metrics

To identify trends and avoid making any alterations to the performing campaigns, ad sets, or ads, we should examine performance over a number of timeframes.

Campaign performances should ideally be assessed based on the 3-day, 5-day, 7-day, and 14-day performances. For instance, performance over a week may be poor whereas performance over three days may be above average. Therefore, avoid acting based solely on a single timeframe. It can take hours for digital marketers to extract data from several reports and combine it into one report, but doing so will ensure that your optimization is data-driven.  

Alavi's recommendation page shows the performance for all the metrics across multiple timeframes, and it makes it easy to digital marketers to look at data and make decisions without spending unnecessary time on report preparations. 

Metrics Combinations and Actions Examples

• RoAS Dropped this week but CTR is good —  Visitors are visiting to your site, but all of a sudden they are not converting. This may occur as a result of events unrelated to your campaign, such as malfunctioning landing pages, out-of-stock products, or lower prices being offered by competitors.
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• Poor RoAS and low frequency —  Weekly new audiences are being reached by the campaign, but there aren't enough impressions to have an impact. To generate more impressions per individual, you can either increase the budget or narrow the audience.

• Poor RoAS and ad sets are learning limited —  Ad sets have little conversions to come out from the learning limited stage. You can increase the campaign budget or merge ad sets into a smaller number of sets as appropriate. Change the optimization event to ATC to feed extra information if it is still within the learning limit.

Alavi gathers all of your data in one location so you can eliminate spreadsheets, quickly assess the effectiveness of your campaigns, and concentrate on effective optimization for the highest RoAS.

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