Chapter 8: Managing, Scaling and Optimising Your Campaigns
After launching your social media campaigns, the next critical steps involve managing, scaling, and optimizing to ensure the best possible outcomes. Here’s how to effectively oversee your campaign’s performance:
8.1 Initial Campaign Management
- Patience is Key: Allow your campaign some time to optimize, especially if you’re starting without prior data. The algorithm needs time to identify your ideal customers within the chosen audience.
- Budget Considerations: For campaigns with limited budgets, be prepared to wait a bit longer for the algorithm to determine what works best. A minimum of one week is recommended before making any major adjustments.
8.2 Creating Custom Reporting Dashboards
Meta’s default reporting may not align perfectly with your needs, making custom dashboards essential for tracking the success of your campaigns. Tailor your dashboard to include vital metrics relevant to your specific campaign objectives.
- Traffic Campaigns: Focus on metrics like link clicks and landing page views.
- Sales Campaigns: Monitor purchase value and Return on Ad Spend (ROAS).
Ensure your dashboards are clearly named for easy reference and organization.
8.3 Key Metrics for eCommerce Campaigns
For an eCommerce-focused campaign, your dashboard might include:
- Campaign Name
- Delivery Status
- Ad Set Name
- Budget and Bid Strategy
- Amount Spent
- Results and Cost per Result
- Purchase ROAS
- Conversion Value Metrics (purchases, content views, adds to cart, etc.)
- Reach and Impressions
- Unique Link Clicks and Cost per Unique Link Click
8.4 Metrics for Lead-Based Campaigns
For campaigns focusing on lead generation:
- Delivery Status
- Ad Set Name
- Budget and Bid Strategy
- Amount Spent
- Results and Cost per Result
- Unique Link Clicks and Cost per Unique Link Click
- Landing Page Views and Cost
- Contacts and Cost per Contact
8.5 Determining Success
Defining what success means for your business is crucial. Establish targets for CPA (Cost Per Acquisition) or ROAS to evaluate performance. Once initial goals are met, aim higher to enhance returns.
8.6 Scaling Campaign Budgets
If your campaign is performing well, consider scaling your budget to capitalize on its success:
- Slow Burn Strategy: Gradually increase your budget by a modest amount daily or weekly, based on your budget size and preference.
- Monitor Performance: Keep a close eye on the campaign’s performance to ensure that scaling is improving, not hindering, your results.
Conclusion
Running social media ads involves continuous testing and optimization. It’s crucial to give your campaigns enough time to accumulate data and show results. Avoid premature changes that could disrupt the learning phase of your campaigns.
Remember, the success of online marketing lies in patience, testing, and data-driven decision-making. By following these guidelines, you’re well-equipped to manage, scale, and optimize your social media campaigns for maximum impact.
Your dashboard should display the key metrics that determine the success of your campaigns. We recommend having different dashboards for different campaign objectives. For instance, in a traffic campaign, it’s crucial to monitor metrics such as the number of link clicks and landing page views. Conversely, for campaigns focusing on purchases, prioritise tracking the value of the purchase and Return on Ad Spend (ROAS).
8.2 Ad Account Metrics Dashboard
Ensure you name your custom dashboards appropriately so you know which to use and keep your menus organised. Below is an email of what our dashboard for an eCommerce business would be:
- Campaign
- Delivery
- Ad Set Name
- Bid strategy
- Budget
- Last significant edit
- Attribution setting
- Amount spent
- Results
- Cost per result
- Purchase ROAS (return on ad spend)
- Purchases conversion value
- Reach
- Impressions
- Ends
- Schedule
- Content views
- Content views conversion value
- Adds to cart
- Adds to cart conversion value
- Checkouts Initiated
- Checkouts initiated conversion value
- Unique link clicks
- Cost per unique link click
- Landing page views
- Cost per landing page view
For a lead base business we would have:
- Delivery
- Ad Set Name
- Bid strategy
- Budget
- Last significant edit
- Attribution setting
- Amount spent
- Results
- Cost per result
- Unique link clicks
- Cost per unique link click
- Landing page views
- Cost per landing page view
- Ends
- Schedule
- Contacts
- Cost per contact
Moving forward, you will need to determine what constitutes success for your business. When we bring on new clients, it’s critical to understand what success means to them. Establishing a target CPA or ROAS will enable you to assess whether your campaigns, ad sets, and ads are performing as needed. After achieving these goals and stabilising your campaigns, you can set new objectives and aim for even greater returns.
⭐️ Key Tips: It’s important to avoid making unnecessary edits to your copy or creatives on a regular basis, as this can slow down your campaign and prevent it from gaining momentum.
⭐️ Key Tips: If something is working, DON’T TOUCH IT!
8.3 Scaling your campaigns budgets
If you have sufficient budget available, we highly recommend scaling your campaign spending. Scaling involves boosting the amount allocated to your campaign. If your campaign is yielding outstanding Return on Ad Spend (ROAS) and Cost per Result (CPR), it’s advisable to augment your daily expenditure. This allows you to leverage the audience’s attention while the algorithm remains favorable to your campaign.
The secret to scaling is that adopting a “slow burn” strategy is vital. We recommend increasing your budget by a small amount of £2-7. Depending on your monthly budget and personal preference, you may choose to do this every day, every few days, or once a week.