Objective
The objective of this SOP is to guide team members on how to continuously optimize Facebook ads campaigns by checking key performance metrics, making necessary adjustments, and ensuring effective campaign management.
Key Steps
- Accessing Facebook Ads Account
- Open Google Chrome browser.
- Sign in to the Facebook ads account.
- Navigate to Facebook Ads Manager.
- Checking Campaign Performance
- Ensure all active ads are running.
- Review key metrics like link clicks, reach, impressions, and cost per click.
- Monitor daily budget and performance indicators.
- Analyzing Event Manager Metrics
- Visit Events Manager to track important metrics like page views and purchases.
- Monitor recent activity and ensure metrics are within expected ranges.
- Editing Ad Settings
- Access the specific ad within the campaign.
- Verify auction type, traffic, and performance goals.
- Set correct audience targeting and language preferences.
- Avoid running A/B tests unless necessary.
- Setting Up Ad Content
- Confirm correct goal selection (e.g., website clicks).
- Set daily budget and audience targeting preferences.
- Choose appropriate ad formats like carousel for better engagement.
- Ensure all primary text fields are filled out with capitalized first letters.
- Use compelling call-to-action buttons.
- Enhancing Ad Creatives
- Enable all enhancements for better ad performance.
- Include profile cards, brand awareness, and avoid instant experience unless necessary.
- Tracking and Pixel Setup
- Ensure the Facebook pixel is properly set up for tracking.
- Track offline events for comprehensive ad performance analysis.
Cautionary Notes
- Avoid running unnecessary A/B tests to maintain campaign focus.
- Select audience languages carefully to avoid wasting ad spend.
- Always capitalize the first letter in primary text for better visual appeal.
- Ensure all enhancements are enabled for optimal ad performance.
Tips for Efficiency
- Regularly monitor key metrics to identify areas for improvement.
- Keep track of daily budget and ad performance to optimize spending.
- Utilize saved audiences for efficient targeting.
- Use carousel ad formats for engaging content.
- Implement compelling call-to-action buttons for better conversion rates.