SOLUTION
When we conducted an account audit, we found a very common mistake: an overly granular account with many different ads and ad sets, overlapping audiences, and a misaligned naming convention that hindered growth and the optimization of ads.
We analyzed the existing audiences and consolidated them into a broader audience pool. By merging ad sets and audiences, we minimized overlap and gave the Meta algorithm room to optimize.
We carried out several A/B tests for different custom audiences, placements, and new creatives. We also experimented with bidding strategies and discovered that bidding on CPA for registrations was more effective than the 'maximize conversions' approach initially set by the client.
With these new insights and audiences, we were able to create multiple ad sets and ads without overlap, ensuring we did not compete against ourselves. Developing a long-term content and promotion plan facilitated further account structure planning. Alongside the design team, we worked to align our creatives with the brand book and it all combined resulted in a huge growth of the account.
*In keeping with our commitment to client confidentiality and our company policy, we do not reveal the names of our clients with case studies
