Meta Ads audit for roll delivery

Client's goal:

Increase the number of orders through messaging and enhance the stability of advertising campaigns. Identify the issue of non-targeted applications.

What has been done:

- Analysis of the overall strategy of advertising campaigns.
- Checking the geography of impressions: it was found that automatic expansion of the area is enabled, leading to non-targeted messages.
- Analysis of creatives and texts: formats (UGC, ASMR, posters) were studied, identifying the most effective and burnt-out ads.
- Checking the budget and distribution: it was determined that the main budget is spent on traffic campaigns, which reduces the effectiveness of applications.
- Identification of signs of creative burnout: ads with a high number of impressions but low response in the form of orders and messages were identified.

Recommendations for optimization:

- Review the strategy and shift focus to conversion goals: "Messages" and "Leads."
- Disable automatic geographic expansion and clearly limit the delivery radius.
- Regularly update burnt-out creatives, retaining effective formats (UGC, ASMR) and creating new videos.
- Optimize budget distribution: allocate more funds to campaigns that generate applications, and a smaller portion to traffic and reach as a supporting tool.

Conclusion:

The advertising account is technically set up correctly and has high potential. After implementing the recommendations, one can expect:

- an increase in the number of orders and messages;
- a more stable and predictable operation of campaigns;
- maintaining audience interest through the updating of creatives;
- budget optimization and increased advertising effectiveness.