SayPro Adjust targeting, creative assets, and bidding strategies

Ad Monitoring (01-06-2025 to 01-15-2025)
Adjust targeting, creative assets, and bidding strategies as necessary to improve results

Ad Performance Monitoring and Adjustments:

1. Targeting Adjustments:

Initial Observations (01-06-2025 to 01-08-2025):

• Reach: The campaign reached a steadily growing audience, but engagement and conversions showed mixed results. While some days had high engagement, others struggled with lower conversion rates despite good reach.
• Conversion Rates: The conversion rates fluctuated between 3% and 4%, suggesting that while the ad was reaching an interested audience, it may not have been targeting the most relevant or high-converting users.

Adjustments Made:

• Refined Audience Segmentation:
  • On January 8th, the decision was made to adjust audience targeting to more closely align with users who had previously engaged with similar ads or had shown interest in related topics/products.
  • Focus was shifted to demographics that exhibited higher intent behaviors, such as users who had interacted with previous SayPro campaigns or visited the SayPro website within the last 30 days.
• Geographic Targeting:
  • The original broad geographic targeting was narrowed to focus on high-performing regions based on past campaign data. These regions had historically shown higher conversion rates.
  • Areas with lower engagement were excluded to maximize budget efficiency and focus on users who were more likely to convert.
• Device Targeting:
  • Performance data from the first few days showed that mobile users were engaging at a higher rate than desktop users, but conversion rates were similar across devices. On January 10th, a shift was made to prioritize mobile-first ads and bid higher on mobile placements.

Result of Targeting Adjustments:

• By January 11th, reach continued to grow but was now more concentrated in high-value user segments, leading to increased conversions and a reduction in wasted impressions. Conversion rates started to stabilize between 4.0% and 4.5% as the campaign targeted more qualified leads.

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2. Creative Assets Adjustments:

Initial Observations (01-06-2025 to 01-08-2025):

• Creative Engagement: While the creative was engaging initially, some users quickly lost interest. A pattern of decreasing engagement was noticed on January 8th, even though reach was increasing.
• Ad Fatigue: Engagement metrics suggested signs of ad fatigue, particularly after the ad had been shown repeatedly to the same audience.

Adjustments Made:

• Creative Variations:
  • On January 9th, three new variations of the ad creative were tested, including different images, headlines, and calls-to-action (CTAs). This aimed to combat ad fatigue and re-engage users with fresh content.
  • One variation focused on a promotional offer with an urgency-driven CTA (“Limited Time Offer”), while another used social proof elements, showcasing customer testimonials or reviews.
  • The third variation emphasized product benefits with a more educational tone, appealing to users who were likely in the research phase.
• Video Ads Implementation:
  • Given the success of video content in past campaigns, a new video ad was introduced on January 10th. The video demonstrated the product in action, included customer success stories, and ended with a clear CTA.
  • Video ads generally performed better in driving engagement on platforms such as Facebook and Instagram, so this was prioritized for those placements.

Result of Creative Adjustments:

• By January 12th, engagement rates spiked, particularly with the promotional and social proof creative variations. The new video ad also contributed to a noticeable uptick in interaction rates. The conversion rate increased to around 4.5% as more users engaged with the ad and followed through to the landing page.

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3. Bidding Strategies Adjustments:

Initial Observations (01-06-2025 to 01-08-2025):

• Bidding Issues: Early on, the campaign was using a standard cost-per-click (CPC) bidding strategy, which was effective for engagement but did not optimize effectively for conversions. As a result, the budget was not being spent in the most cost-efficient manner.
• Budget Allocation: The daily budget was being spent unevenly, with some ads having high impressions but low conversion rates, while others were not getting enough exposure.

Adjustments Made:

• Switch to Cost-Per-Action (CPA) Bidding:
  • On January 9th, a shift was made from CPC to a CPA bidding strategy to better align with the campaign’s goal of maximizing conversions rather than just engagement.
  • With CPA bidding, the campaign began focusing on acquiring conversions at the most efficient cost. This adjustment helped to prioritize users who were more likely to convert, rather than just clicking on the ad.
• Budget Redistribution:
  • Based on performance data, budget was redistributed to allocate more funds to high-performing segments and creatives. Specifically, the budget was increased for mobile users and video ad placements, which showed higher engagement and conversion rates.
  • The regions that consistently underperformed in terms of engagement and conversion were given lower budgets or paused temporarily to prevent wasted spend.

Result of Bidding Adjustments:

• By January 11th, the transition to CPA bidding led to a more cost-effective ad spend, with a noticeable improvement in conversion efficiency. The campaign now focused its budget on high-intent users, resulting in a stronger return on investment (ROI) from the ad spend.

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Performance Recap:

• Reach Trends: The campaign saw a gradual increase in reach from 1,200 users on January 6th to 2,600 users on January 15th. The refined targeting helped optimize reach to the most relevant audience, ensuring that the growth in reach aligned with campaign goals.
• Engagement Trends: Engagement increased steadily, with peaks on January 11th and January 12th due to creative changes, particularly the introduction of new variations and video ads.
• Conversion Rate Trends: Conversion rates showed significant improvement after adjustments in targeting, creative assets, and bidding strategies. Starting at 3.5% on January 6th, the conversion rate reached 4.5% on January 11th and remained steady between 4.0% and 4.5% thereafter.

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Final Recommendations for Ongoing Optimization:

1. Continued Creative Testing:
   • Maintain regular A/B testing of creative assets to further refine messaging and visual elements, ensuring that the ads continue to resonate with users and minimize ad fatigue.
2. Further Targeting Refinement:
   • Continue analyzing and adjusting audience segments, including leveraging lookalike audiences based on high-converting users. Retargeting users who have interacted with the ad or website may also help boost conversion rates.
3. Enhanced Bidding and Budget Management:
   • Monitor CPA bidding performance to ensure the campaign continues to meet cost-efficiency targets. Experiment with bid adjustments based on time of day, device, and audience behavior.
   • Further budget redistribution could help maximize performance by concentrating resources on the most successful ad formats and target segments.

By making these continuous adjustments, the SayPro Monthly January SCMR-8 campaign can maintain high engagement, increase conversions, and achieve optimal return on ad spend.