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2. Optimization-Cheatsheet_8823120
2. Optimization-Cheatsheet_8823120
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- Check ALL active CBO campaigns and ad sets first – filter out the rest. Use the
following time slots:
o Last 30 days – you set up goals for 30 days – you want to see how
close/far from your goal you are
o Last 7 days+today – turn off all campaigns and ad sets that are below your
average ROAS/CPR (+-10%)
o Last 3 days+today – do the same (+-20%)
- Check ALL inactive CBO campaigns and ad sets - f ilter out the rest. You want to
find the “lazy winners” – ad sets that have become winners after Facebook has
fully updated the results. Use the following time slots:
o Last 7 days+today – turn on all campaigns and ad sets that are over your
average ROAS/CPR (+-10%)
o Last 3 days+today – do the same (+-20%)
* Adjust the time slots based on your accounts Average Order Value (AOV) and your
attribution window (e.g., you should use a 14-day slot for products with AOV > $300)
* If you see that your tests immediately show poor KPIs (after ~30%*AOV spent), turn them
off
4. Start optimizing:
- Check your account at least once per 2-3 hours (including weekends!). Be
merciless when optimizing – only your strongest audiences should pass the
testing phase.
While checking:
- Turn off poor performers
o Spent ½ of AOV with no results
o Ad set’s ROAS < Average ROAS * 0.8
- Scale up winners
o Increase the budget by 30% – for CBOs that have a limited audience
size/high ads frequency (for cold audiences – <1m in size, >1.5 in ads
frequency).
o Duplicate the campaign with a double budget – for larger
well-established tests. Turn off the campaign with lower budget to avoid
their interference on the auction.
- Check KPIs – never stop checking your KPIs – look for promising targeting options
and prospecting ads.
- If you have stopped many ad sets today, create new tests (and run them today if
the time allows or schedule for tomorrow) – you want to keep the account’s
“Amount spent” at least not less than the day before (unless the results are really
bad and you need to downscale).
5. Repeat next day.
*Well, technically, you rarely repeat everything in the same manner! I mean, every campaign
is unique, every test is unique, every audience behaves in a unique manner. BUT that’s
exactly what I love about Facebook ads management – I learn something new every day!