Explore how a Facebook ad account audit can do wonders for your sales growth. Keep reading to find out!
With nearly 2.9 billion users worldwide, Facebook is proving its status as not only a popular social media network but also an excellent platform for advertising your products through ad running.
However, a Facebook ad campaign requires constant checkups for maximal outcomes. Explore the benefits your business can gain from performing a Facebook ads audit in the article below!
What Is A Facebook Ads Account Audit?
Simply put, a Facebook ads account audit is a review of your ad campaign’s performance. During an audit, you are expected to collect relevant data that proves the efficiency of your ads, recognize the pattern of customer behaviors, and determine whether or not to make adjustments to the timeline.
Depending on the length of your campaign, an audit can be done weekly or fortnightly. Typically, people seek professional recommendations and advice from a Facebook ads agency for more efficiency and optimization.
What Are The Benefits Of Running A Facebook Ads Audit For Your Business?
1. Inform the state of your ads
First off, an audit can give you first-hand numbers on how your ads are doing. All business metrics tied to the ads (clickthrough rate, conversion rate, ad sales, ad revenue, etc.) within a period can be gathered.
From there, you get a better insight into the ad placements, their target audience, their impressions, and the frequency of engagement activities coming from potential customers. This allows you to prepare your business accordingly.
For example, a regular Facebook audit shows a surge in the number of customers showing interest in the keyword “tablet under $500”. Subsequently, a free shipping code is offered for every purchase of that particular product, and its listing is prioritized at the top of your landing page. Such a strategy helps persuade shoppers to seal the deal once they click on your ads, increasing the store’s benefits.
2. Provide room for improvisation
Secondly, a Facebook ads audit opens up a bigger picture and grants you more control if you intend on running a long-term campaign. For your ads to stay engaging to customers over a few months, they have to reflect whatever is going viral on the Internet.
While you might plan ahead of what to include and what to leave out in the ads, chances are things do not always turn out as you expect. This is when an audit steps in with its comprehensive report, allowing you to modify the visual and content accordingly.
3. Offer in-depth analysis of customer behavior
A standard Facebook ad audit covers everything regarding the engagement activities of your target audience. On the one hand, you can see the pattern among people showing interest without a final conversion. You can even track down if they manage to put an item into the cart.
On the other hand, data regarding converted customers are also accessible. Anything from the most popular ad-attributable product to the most favorable payment method is yours to examine. This allows you to understand your target audience better and, thus, come up with more effective approaches to attract them.
4. Better remarketing strategy
Apart from drawing in new customers, you should also focus on exploiting the existing traffic. And not surprisingly, a Facebook ad account audit can give you the exact tools to make this happen.
On an audit, information of potential buyers who have interacted with your content but yet to make a move is calculated and categorized neatly. Feel free to reuse this particular customer database next time you want to launch a retargeting campaign.
5. Keep business posted
Last but not least, Facebook ads do not have a set working mechanism and are subject to changes. If left unchecked, your ads might be prone to newly updated policies, experimental ad types, or new ad fees. Not only do these reduce the impact of your ads, but they can also deal a blow to the overall budget.
How can you prevent this from happening? A regular Facebook ad account audit will solve the problem! You get the chance to review everything happening within a set period and notice if there seems to be inconsistency somewhere.
How To Run A Facebook Ad Account Audit
1. Gain access to the account used for ad management
It might sound obvious that to keep track of your ad campaign, all data on the account must be accessible to you. Thus, make sure to directly supervise the account so you can get all the information needed.
2. Look through the business metrics
Now that the data is available, it is time to comb through all the stats and pick out specific metrics that demonstrate the ad campaign’s effectiveness.
- Clickthrough: when an Internet user clicks on your ad and is directed to the landing page, it is called a clickthrough.
- Clickthrough rate: this is the percentage of people who are shown your ad and proceed to engage with it.
- Conversion: after clicking on the ad, if the potential customer takes action (subscribe to a newsletter, register an account, make a purchase, etc.), it is considered a conversion.
- Pay per click: this metric refers to the expense you have to pay for every click on your ads.
3. Arrange and review the data in a report file
Facebook Manager does have an automatic report, but it only includes default settings. To gain a deeper knowledge of your ad campaign’s performance, a customized spreadsheet is preferable.
Next up, let’s start handling the metrics by breaking them down into smaller categories. From there, explain the patterns in your ad performance with clear evidence to back you up, and leave the guesswork out.
Running an audit on your Facebook ad campaign is vital to ensure your marketing plans are going the right way. In case you need a bit of help, consider asking for advice from a Facebook ads agency for the best ROI. Visit website for further information!