I Fixed This Facebook Ad Account In 2 Weeks!
Summary
TLDRIn this video, Justin from P Advertising shares his strategy for reviving a struggling Facebook ad account. He details a two-step process that includes account consolidation and creative refresh, leading to a 15% increase in sales and a 1.64 ROAS in just 14 days. The approach involved simplifying the campaign structure, focusing ad spend on the best-performing product, and creating compelling ads with AI voiceovers. The success is evident in the client's positive feedback and improved account performance.
Takeaways
- 😀 Justin, the founder of P advertising.com, shares his success in fixing a Facebook ad account in 2 weeks with simple steps.
- 📈 The client's previous ad agency spent $47,000 with a 1.29 ROAS, which was unprofitable and needed improvement.
- 🔄 Justin's agency took over during a 30-day overlap and immediately began optimizing the account to stop further losses.
- 📉 The client had already noticed a significant drop in performance and decided to end the collaboration with the previous agency.
- 🚀 Justin's strategies led to a 15% increase in total sales and a 1.64 ROAS within 14 days of taking over the account.
- 🎯 They focused on consolidating the account, reducing the number of campaigns from 47 to 8 for better manageability and performance.
- 💰 The budget was realigned to prioritize the best-performing product, allocating 80% of the ad spend to it and 20% to test other products.
- 🛠️ A heavy creative refresh was implemented, resulting in new ads that outperformed previous ones, leading to a 12.5% hit rate.
- 📝 The creative process involved researching personas, desires, and product features to develop high-converting ad concepts.
- 📈 The top-performing ad accounted for about a third of the account's spend, indicating a winning ad that could be scaled over time.
- 🔗 For e-commerce or info product business owners looking for a paid ads partner, Justin invites them to book a call with P advertising.com.
Q & A
Who is the speaker in the video and what is his profession?
-The speaker is Justin, the founder of P advertising.com, an online marketing growth firm specializing in simplifying online marketing for thriving businesses.
What was the primary issue with the Facebook ad account before Justin's intervention?
-The primary issue was that the account was unprofitably scaling, with an ROI that was too low to cover expenses, and the client was losing money due to poor management by the previous agency.
How much ad spend and what was the ROI for the client before the old agency took over the account?
-Before the old agency took over, the account had a $24,000 ad spend with a 1.57 ROI.
What was the situation of the account after the old agency had been managing it for some time?
-After the old agency managed the account, the ad spend increased to $47,000, but the ROI dropped to 1.29, which was unprofitable for the client.
What was the client's main concern regarding the old agency's management of the Facebook ad account?
-The client's main concern was that the old agency was just scaling the account without improving results, making the account a mess and causing unprofitable scaling.
How many live ad campaigns were there on the account when Justin's team took over?
-There were 47 live ad campaigns on the account when Justin's team took over.
What was the main strategy Justin's team implemented to improve the account's performance?
-Justin's team implemented account consolidation, focusing on the best-performing product, and a heavy creative refresh to improve the account's performance.
What was the result of Justin's team's efforts in the first 14 days after taking over the account?
-In the first 14 days, they reduced the ad spend to $12.3 thousand, increased total sales by 15%, and improved the ROI to 1.64.
How did Justin's team approach the creative aspect of the ad account?
-They focused on a heavy creative refresh, using AI voiceovers, and creating new ad concepts based on research about personas, desires, and product features.
What was the hit rate of the ad creatives tested by Justin's team in the first month?
-The hit rate was 12.5%, meaning one out of the ads tested became a winning ad.
What is the long-term goal for the hit rate of ad creatives in Justin's team's typical account management process?
-The long-term goal is to achieve a hit rate of 20% or more, where one out of five ads launched becomes a winning ad.
What advice does Justin give to e-commerce or info product business owners looking for a paid ads partner?
-Justin invites e-commerce or info product business owners to book a call with his team at P advertising.com for potential collaboration.
Outlines
🛠️ Facebook Ad Account Revamp
In this paragraph, Justin, the founder of P Advertising, introduces his online marketing firm's success in spending $10 million profitably for clients and shares his experience in fixing a problematic Facebook ad account in just two weeks. The account, previously managed by another agency, had a dismal ROI of 1.29, which was significantly below the break-even point for the info product client. Justin outlines the initial state of the account, the client's frustration with unprofitable scaling, and the immediate actions taken to address the situation, including a 30-day overlap period and a decision to take control of the account due to worsening results.
📉 Unprofitable Scaling and Campaign Consolidation
This section details the issues with the previous agency's approach to scaling the ad account unprofitably and the overwhelming number of campaigns—47 live ad campaigns—running concurrently. Justin explains the importance of optimizing for a higher ROI before scaling and criticizes the lack of a clear strategy from the previous agency. The paragraph concludes with the actions taken to consolidate the account, reducing the number of campaigns to eight, and refocusing the ad spend on the best-selling product, which was previously underfunded at only 50% of the budget.
🎨 Creative Refresh and Ad Performance
The third paragraph discusses the creative refresh strategy implemented to improve ad performance. It highlights the lack of creative work by the previous agency and the subsequent focus on producing new ads with AI voiceovers to revitalize existing content. The new approach led to the creation of a top-performing ad and a 12.5% hit rate for tested ads. The paragraph also outlines the research process undertaken to understand the target audience's desires and the development of ad concepts that resonated with these desires, resulting in higher conversion rates.
📈 Account Optimization and Future Outlook
In the final paragraph, Justin summarizes the account's transformation, emphasizing the consolidation of the ad structure, reallocation of the budget to focus on the winning product, and the heavy creative refresh based on thorough research. The account now has a simpler structure, is more profitable, and is easier to manage. Justin expresses his enthusiasm for continuing to work with the client and promises to provide updates on the account's progress. He also invites viewers who are e-commerce or info product business owners to book a call with P Advertising for marketing assistance.
Mindmap
Keywords
💡Facebook ad account
💡ROI (Return on Investment)
💡Online marketing
💡Account consolidation
💡Product focus
💡Creative refresh
💡AO model
💡CBO model
💡Hit rate
💡Persona
💡Desire research
Highlights
Fixed a Facebook ad account in 2 weeks using two simple steps.
Founded P Advertising, specializing in simplifying online marketing for thriving businesses.
Spent $10 million profitably for clients and consulted over 160 clients.
Account performance review showed a decrease in ROI from 1.57 to 1.29 with increased ad spend.
Client's concern about unprofitable scaling and lack of understanding in the account.
30-day overlap period where the client took control of the account due to dissatisfaction.
Achieved a 15% increase in total sales and an ROI of 1.64 in 14 days post-intervention.
Significant improvement in Blended ROI, nearing a healthy state of 2.
Consolidated the account structure by reducing 47 live campaigns to 8.
Focused ad spend on the best-selling product, allocating 80% of the budget.
Introduced a creative refresh with AI voiceovers and new ad concepts.
Developed a research process for persona building and desire enhancement.
Created high-converting ad concepts with a 12.5% hit rate.
Optimized ad account for better understanding and profitability.
Provided a clear strategy for scaling ad accounts profitably.
Offered a call to action for e-commerce and info product business owners to book a consultation.
Invited viewers to check out more marketing tips on the channel.
Transcripts
I fixed this Facebook ad account in 2
weeks only with two very simple steps
that I want to share with you in today's
video now if you're new to the channel
you don't yet know who I am my name is
Justin and I'm the founder at P
advertising.com an online marketing
growth firm specializing in elevating
thriving businesses by simplifying
online marketing now over the last year
we spent profitably right around $10
million for our clients and we've now
had the chance to work and consulted
with with over 160 plus clients at the
agency with that being said let's get
straight into today's video as the title
says it I fixed this Facebook ad account
in 2 weeks now I want to take you back
to the old agency that was handling the
S account before we came on board so
here's the beautiful work that they did
and again no shame everybody has their
own processes but sometimes I do see a
few scenarios and some ad accounts that
just make me cringe and die inside a
little bit and that was one of those so
the old agency got this account from
this so that was the state of the
account before the agency took it on so
ail of this year headling the account
$24,000 in ad spend about $388,000 in
purchase conversion value 1.57 roas that
was the before okay and keep in mind
that this is an info product client they
need to be slightly above one
technically in order to have some form
of a break even they want to be closer
to two Okay so keep that in mind so they
got the account from 24,000 in adpen at
1.5 roas to a 1.29 Ros at
$47,000 in ad spend now you might be
asking me Justin why are they scaling
when the account is actually going down
I don't know this was actually the exact
problem that the client had brought up
on a demo call with myself on the month
of May they're like hey look this agency
right now is just scaling and scaling
the account nothing's happening they're
scaling unprofitably I don't understand
anything in the account it's a mess
we'll get to that in a second but what
ended up happening is the client decided
to sign with us before yet announcing
that a set agency they would depart so
there's like a 30-day overlap where we
were on pause waiting to fully on board
our new C and she had shared this
message to us on slack right so in June
itself it's like hey you know I hope you
guys had a relaxing weekend I wanted to
give you guys some updates on my current
ad account status I did a summary of the
numbers for this month the results are
not looking good at all actually very
bad the agency is basically losing me
more money since the ROI is so low and
does not cover my expenses I decided to
officially end the collaboration with
them and take control of the account so
in other words she had given them a
30-day heads up but now she's like hey
look let's stop it right now I'm taking
care of the account like this is just
going from bad to worse in the meantime
I did some optimization didn't want to
make any you know heavy changes last two
days had very poor results hard to tell
if the campaigns aren't working well
because they haven't spent enough to
generate sales additionally I noticed
some small you know mistakes there's
some mix in the test what do you guys
recommend I do so we ended up telling
her a little bit about what to do with
the account before we officially took
the account on board about 2 weeks later
or so as we had set the onboarding date
with that said client and now in our
last 14 days the results are looking
like this the last 14 days we've spent
about $12.3 th000 which puts us back
slightly above the Run rate prior to the
old agency coming on board so we did
very we we scaled the ad spend a little
down but more than what it was before we
on track spent about 25 $26,000 on a
monthly basis right now so slightly
better than what it was in April and if
you look at it even by dropping the ad
spend this much we're up 15% in total
sales and if you look at roas we're at
1.64 now the client also likes to keep a
track of Blended rollas which is total
Shopify sales divided by total ad spend
because Facebook is the primary sales
channel for this business I mean most of
their sales come from Facebook they do a
little bit of email but as she was
telling us that a lot of the sales via
email are typically people that first
came from Facebook and then kind of get
recouped by those emails in itself so if
you do the math from Shopify total sales
to what's in ad spend on the ad account
we're close to two at this point so much
healthier state of the account and what
what are the differences that have led
to that well before I go into that
here's now the messages that I
personally love seeing on slack from a
client so now she's coming back to us
hey everyone sorry for the late reply
have been receiving email notification
blah blah blah I've been watching the
sales and aside from Sunday we've seen a
very great Improvement which I'm very
happy about and then thank you you know
to one of our team members I can see
that we're in the right direction great
work and then 3 days ago again these are
great news Coss crossing fingers that we
continue moving upwards every day it's
been looking better and better and
better by the day and we're now slowly
increasing ad spend once again on this
account so what went wrong before and
what did we do to fix this account well
how did that happen right number one
account consolidation and product Focus
one thing I'll say is I don't know what
was the methodology of the previous
Agency on this account but what I can
tell you is that number one they were
profitably or unprofitably I should say
scaling an ad account which I personally
would never do in this case like don't I
always kind of think about it that way
right if you as an hypothetically
speaking you want to be at about 1.5 Ras
while you spend about $50,000 a month in
ad spend right cuz you're going to have
more purchase volume if you spend more
on ads so you can afford to have a
slightly lower roll ass okay so let's
just hypothetically say that you want to
get a 1.5 roow ass with 50 Grand a month
in ad spend well if you're currently
spending hypothetically saying $25,000 a
month in ad spend and you are at a 1.3
Rass well chances are if you double the
ad spend roas in no way is going to then
proportionately go up it's actually if
anything going to go down so if you're
at $25,000 a month in ad spend and you
want to get to again you're you're at a
current 1.3 your goal is to get a 50
Grand a month and AD spend it with a 1.5
then you should probably optimize the ad
account to get you a 2X roas at about
$25,000 a month in ad span and then
you'll know that hey if I scale this
account I've got room for roas to then
go down as I scale this account because
I'm more profitable now than what I need
to be at scale so with that being said
looking into it this is the whopping
amount of campaigns that these guys were
running before we came on board actually
it's BL BL out the number right now but
I can confirm it to you it's 47 47 live
ad campaigns on this account I am
telling you when we audited this account
we're like hey look you know Mrs Mrs
clein Right I was like do you know why
they have that many campaign you know
what is the logic behind all the
campaigns on the account she's like no
like I've been trying to get on a call
with the agency I've asked them many
times to like explain to me what was the
the the logic behind having that many
campaign I don't understand what's going
on I don't know why we have this many
campaign I feel like the account is over
the place and it stresses me out because
I know that the results aren't good and
if I open the account I can't even get a
clear read on what's happening with the
ad account 47 live ad campaigns in the
month of June okay whereas now in the
last 14 days we have eight campaigns up
and rolling okay eight campaigns on the
account so we've dramatically lowered
the amount of campaigns that we've had
on the account now considering the old
agency also had a couple traffic
campaigns running on the ad account
itself I will consider the fact that our
outbound CTR did do pretty good all
considered we're up from a month over
Monon perspective from sales campaigns
like we're at 1.15% they were at 1.1
obviously A Little Less ad spend so I'll
I'll give them that but they also had a
lot of traffic campaigns again in that
mix so con heavy consolidation of the
account we're like look let's just have
one campaign per product or try and have
close to one campaign per product in
this case one of the uh product that
this client sells one of the master
class that they sell actually has two
campaigns up and running on our side
right now second thing that we also did
is just a changing the product Focus
based on a budget perspective I don't
know why but once again when looking
into the previous agencies ad account
they were uh running about 50% only of
the ad accounts ad spent to the
bestselling product and going on the
website we would see that by far sales
of one product of that client really
exceeded any other uh sales of other
products and we asked that client we're
like hey do you have any like specific
sales objectives do you absolutely need
to push one product over another she was
like well not really like hly I can just
decide which one to push more than the
other does not really matter it's not
like I have stock right those are
digital products we're like well why
don't we focus more Budget on the one
product that really works on this
account which is what we did we
allocated about 80% of the ad account's
budget that a one-inning product the one
winning master class that this client
had and 20% to testing other products
that this client had I'm also happy to
report that the top three campaigns of
the account itself are three new
campaigns that we had launched on this
account which two of them actually or
one of them follows our typical uh DCT
kind of CBO model two of those follow
more of an AO model which is something
that we're testing right now it's still
DCT model by the way it's still Dynamic
creative test just under an AO format
instead of a CBO so again it's still
broad targeting um broad targeting with
only demographics being limited focuses
on the creative side but just testing an
AO on that font which is again something
that we've been testing for a little bit
we also kind of tested an advantage flaw
shopping Campaign which didn't do as
well as we expected actually on this
account you can also see that from a CPM
perspective in itself that we had a much
lower CPM on um our quotequote manual
accounts although I'll give it to that
campaign even though it spent a lot less
money um click through rate was actually
better on that campaign versus our
typical DCT campaign so that was step
one just consolidating most of this ad
account structure step two it's a
creative Focus okay that was another
thing too when we came into the account
we've analyzed the last 3 months and
then we kind of asked the client is the
agency producing creatives because right
now it just seems like the same
creatives have been running for about
three months they're just switching them
from different campaigns they're testing
traffic versus engagement versus
purchases the ad account just gets more
and more complex whereas there's barely
any creative work done and we're using
the same post IDs with the same ad
copies for about 3 months she's like no
that's another thing too I've been
trying to tell them there's not a lot of
creative work being done we're really
just focusing on media buying media
buying media buying in order to turn
this account around and they promised
that they were going to do some
creatives and I don't see that I was
like okay well let's start and focus on
that and when I looked into it right
it's just kind of one the first step we
did um or the second step that we did I
would say in this in this process is the
heavy creative refresh which right now
all of the best ads of the account for
the last 14 days have been our ads like
our ads have dramatically outperformed
any other ads on the account what we did
first and foremost while we were getting
new ugc up and rolling with some of our
own content creators is we took some of
the assets the client already had and
did AI voiceovers which is one of the
easiest kind of manipulation we do
coming into an account is in order to
favoritee like speed what what we're
going to be doing is we're going to take
all of the current like winning ads uh
raw content put them together in a
folder we're also going to download some
stock content so some stock video and
such if possible or applicable for a
client some clients we don't even need
to do that then we're going to create an
ad script that we for for like a
specific narrative that we want to push
we're going to get an AI voice over that
sounds incredibly humanlike to do this
AI voice over and then we're going to
actually creates a kind of a mashup of
all of these content pieces that we've
had together with the AI script adding
subtitles and effects on screen which
pretty much creates a whole new video
concept at this point that's what we did
to favor IE again speed now is like our
top ad the second best performing ad you
can kind of see it a little bit right
here this actually was a static creative
that we've had um and then the third one
again is a video in itself but that
first one that you see right here we've
had like different iterations of it and
it's just been performing okay it's been
our best add so far on the account since
launching it now we took this client
with our creative strategist through our
typical research process process when
unboarding a new account so it all
started off with researching more about
the different personas that this account
had I've uh removed a couple of steps of
our process here because if I did share
that it' be a lot of private info to
share but we kind of identifi specific
personas that might be interested into
these master classes which we've
identified here on our left column then
we listed out the more the most kind of
likely would be um Mass Market desires
her uh Persona as well as kind of
enhancing or developing this Mass Market
desire so I want two statements right I
want to create perfectly fitting
garments for myself and my family which
is actually our best mass Market desire
on this account so I can avoid the
frustration of ill-fitting clothes so I
can feel confident and comfortable in
what we wear so I can take pride in my
sewing skills and showcase my right so
we did our Mass Market desire research
then we did a research about the said
products in themselves so listed out all
the features now the next step that we
actually did was to list out all the
features of every single core Master
Class of product that this client
offered talk about why these features
included and enhancing and once again
developing these features to really
understand why these are included and
what's the actual true benefit to the
consumer at the end of the day and
matching those with some of our
strongest Mass Market desires that we've
identified and then after we got through
that we started developing some headline
examples for that client so using
specific patterns that we like to use in
our ads such as you know measuring the
size of the claim time Authority in the
claim stating the claim is a case
history so some of the headline examples
that we've had you know from novice to
expert pattern maker and in weeks Master
Class by Renown fashion Couer industry
secrets from the master pattern maker so
on and so forth right and at once we've
done that we got to the drawing board
and actually mapped out our ad creatives
so in that first month we roughly
produced about 13 or so ad creatives
we've only tested about eight so an
average roughly two a week and we found
really one winning ad in that time
period so 12.5% hit rate so far I mean
if we consider every single ad we
produced if we kind of remove those all
things and with all the ads that we've
tested so far that would put us at about
a 12.5% hit rate which means one again
out of the ads that we've tested so far
has been a winning ad the rest are
outside of kpi now for typical account
we'll try and optimize anywhere between
20% or more in hit rate which means we
want to get to a point with a client
account where one out of five ads that
we launch end up becoming winning ads
how do we do that we do that number one
through time and volume in a sense where
we know that the more of these creatives
that we test the more patterns we can
start noticing so we might notice that a
specific headline pattern might make
more sense for an ad we might start
noticing that a specific mass Market
desire is better than others right now
we've only been focusing on testing like
one main Mass Market desire we might
notice that specific awareness levels
and positionings are better than others
uh that specific personas perform better
than others or creative types and all of
these elements that we didn't notice we
can plug and play together and then
create if you want like a super ad right
based on these winning patterns notice
on an account but that's also with a
thorough research process like this it
allows us to not have that hit rate be
zero in the sense where like most
clients will be able to find a winning
ad within about month and a half maybe
two months like at most we able to get
that locked in which is an ad that can
sustain a certain amount of AD Spin and
can be scaled through time which right
here you know this one ad variation once
again with like its different iterations
got give or take a little bit more than
a third of the ad account spend for this
time period which again all things
considered it's a pretty good sign of an
ad being a winning ad so recap
everything here and honestly this is
what we do for most clients that come to
us in dist stress it's a lot of them
have a very Messier complicating ad
account structure so here we've
Consolidated this account structure
we've better reallocated the budget on
this account itself to focus on their
winning product so 80% of the budget on
that winning product versus 20% on other
sub products of uh the their store and
then heavy created refresh following our
research process starting with desire
research then Persona building then
product performance matching that with
specific desires on the accounts
creating our headlines and then ending
up with creating High converting ad
Concepts putting us at a current 12.5%
hit rate so we're left with this first
couple of weeks with one winning ad a
simpler ad account much easier to
understand More Money More profits
everyone's happy I'm definitely looking
forward to keeping working with this
client and we'll update you guys as time
goes by with that being said if you made
it this far in the video and you are
either an e-commerce brand owner or an
info product business owner wanting to
part with the paid ads partner on
Facebook Google and or Tik Tok then
click the link down below to book in a
call to speak with our team at PID
advertising.com today on that not I'm
going to invite you guys to check out
more videos on the channel for some more
useful marketing tips and I'll see you
in the next one peace
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