SayPro Ad Optimization Checklist

Templates to Use

Ad Optimization Checklist: A list of steps for analyzing and optimizing underperforming ads

1. Review Overall Campaign Performance

• Goal Alignment Check:
  • Confirm the initial campaign objectives (e.g., conversions, clicks, impressions, brand awareness).
  • Compare current performance metrics to these goals.
  • Evaluate key performance indicators (KPIs) such as Cost per Click (CPC), Conversion Rate (CVR), Return on Ad Spend (ROAS), and Cost per Acquisition (CPA).
• Identifying Underperforming Ads:
  • Filter out ads that are underperforming based on the set KPIs.
  • Focus on identifying trends across specific ad sets or individual creatives that may not be achieving optimal performance.

2. Analyze Ad Creative and Copy

• Visual Appeal:
  • Assess if the images or videos used in the ad are clear, high quality, and relevant to the target audience.
  • Ensure the visuals align with the message and branding of SayPro, making them engaging.
  • Check if different ad formats (carousel, single image, video) are used and test which formats are performing best.
• Ad Copy:
  • Evaluate the clarity and conciseness of the message.
  • Ensure the ad copy speaks directly to the pain points of the audience and highlights the value proposition.
  • A/B test different variations of ad copy for testing effectiveness.
  • Check if the tone of the copy aligns with the audience’s expectations and the platform (e.g., LinkedIn vs. Facebook).
• Call-to-Action (CTA):
  • Evaluate the CTA’s clarity (e.g., “Learn More,” “Shop Now,” “Download”).
  • Test different CTAs and observe their performance.

3. Evaluate Audience Targeting

• Audience Segments:
  • Review the audience segments that the underperforming ads are targeting (age, location, interests, etc.).
  • Reassess if the audience targeting aligns with the product/service being promoted.
  • Adjust and narrow down the audience if needed, or expand it to find new segments.
• Lookalike/Custom Audiences:
  • If using Lookalike or Custom Audiences, evaluate their relevance and adjust based on previous campaign performance.
• Retargeting:
  • Ensure that retargeting strategies are being employed for users who have interacted with your brand or website previously.
  • Check if you’re reaching the right stage in the funnel with retargeting (e.g., not retargeting first-time visitors with a direct sales message).

4. Analyze Ad Placement

• Ad Placements Review:
  • Examine where ads are being displayed (e.g., Facebook News Feed, Instagram Stories, Audience Network).
  • Check the performance across each placement and consider optimizing placements by allocating more budget to higher-performing ones.
• Device Performance:
  • Check performance across different devices (mobile vs. desktop) to ensure that creatives are optimized for mobile.
  • Consider adjusting bids for devices where performance is significantly higher or lower.

5. Bid and Budget Adjustment

• Budget Allocation:
  • Ensure that budget allocation is aligned with the best-performing ad sets or audience segments.
  • Consider reallocating budget from underperforming ads to high-performing ones to maximize the return.
• Bid Strategy:
  • Evaluate if the current bidding strategy aligns with the campaign objectives. For instance, switch from Manual Bidding to Automatic Bidding (or vice versa) if necessary.
  • Test different bid types (e.g., Cost Cap, Bid Cap, or Target ROAS) and observe their impact on performance.

6. Analyze Ad Frequency and Fatigue

• Frequency Analysis:
  • Review the ad frequency to see if the same users are seeing the same ad too many times, which can cause ad fatigue.
  • Reduce frequency for ads that have reached a high number of impressions per user without conversions.
• Ad Rotation:
  • Rotate creatives regularly to avoid audience burnout. Introduce new ad variations and test their performance.
• Time of Day/Week:
  • Analyze ad performance based on time of day or week to find peak times for engagement.
  • Adjust your ad scheduling to ensure ads run during these high-performance windows.

7. Landing Page and User Experience Review

• Landing Page Relevance:
  • Ensure that the landing page is consistent with the messaging of the ad and is optimized for conversions.
  • Check if the landing page loads quickly and is mobile-friendly.
  • Perform A/B testing on landing pages if performance is lacking.
• User Journey:
  • Track the user journey from ad click to final conversion and identify any drop-off points.
  • Use tools like heatmaps or session recordings to identify where users may be abandoning the conversion process.

8. Test and Iterate

• A/B Testing:
  • Set up A/B tests for different aspects of the ad campaign (e.g., creative, copy, audience targeting, bidding strategy).
  • Collect data from these tests and iterate based on performance insights.
• Optimize for Best-Performing Elements:
  • Scale the most successful elements (e.g., visuals, copy, audience) to improve performance.
  • Apply insights learned from testing to other underperforming ads.

9. Monitor Competitor Campaigns

• Competitive Analysis:
  • Research competitor ads and campaigns in the same market or industry.
  • Analyze what types of creatives, offers, or strategies competitors are using that may be working well.
  • Use this competitive insight to adjust your own ad strategy.

10. Reporting and Communication

• Track Changes and Results:
  • Track every change made in the optimization process and monitor the effects over time.
  • Set clear timelines for when performance should be reviewed again (e.g., after 1-2 weeks post-optimization).
• Communicate Insights:
  • Document all findings and insights from the analysis, and share them with the team for further collaboration or future campaigns.