Conducting campaign analysis is essential for understanding performance and making necessary adjustments. Here’s a conversational guide to help you with this process:

Campaign with Satisfactory Cost per Result

When a campaign has a satisfactory cost per result, it means the investment is yielding returns that align with the campaign's goals. This indicates that the targeting, creative, and strategy are well-aligned with the audience's interests and behavior.

Steps to Ensure Continued Success:

Document other key metrics such as CPC (Cost per Click), CTR (Click Through Rate), and conversion rate.

Establish benchmarks to guide future campaigns.

Compare future campaign performance against these benchmarks to identify discrepancies and areas needing improvement.

Campaign Without Satisfactory Cost per Result

When the cost per result is unsatisfactory, it's crucial to investigate individual ad sets to identify the root cause.

Possible Issues:

Ineffective targeting: The audience may not align well with the campaign's message.

Weak creatives: The ads may not be compelling enough to drive engagement or conversions.

Budget constraints: A limited budget could restrict the campaign's reach or frequency, leading to lower conversions.

Tip: Monitor daily performance. If an ad fails to perform on any given day, it's unlikely to improve significantly over time without adjustments.

Learning Phase and Stability

During the learning phase, a high CPL (Cost per Lead) is common as the algorithm refines its audience targeting and optimizes delivery. Post-learning phase, the campaign should show stable CPL and conversion rates.

Signs of Instability:

High CPL and fluctuating conversion rates indicate that the learning phase failed to establish an effective audience or creative approach.

Poor conversion rate (CR) signals that the audience isn't responding well to the ads, leading to ineffective ad delivery.

Solutions for Underperforming Campaigns

To address underperforming campaigns, consider rerunning the same ad set with minor adjustments to test new ideas or alter the creative, messaging, or offers.

Focus Areas:

Reduce CPC to drive cheaper traffic. Lowering CPC improves the cost per result by driving more traffic to the landing page for the same ad spend.

Optimize the landing page to increase the conversion rate further.

With a lower CPC, Facebook's algorithm can more easily find audiences with high CR, enhancing overall campaign performance.

Happy Learning! 😊