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Paid Social Ongoing Monthly Optimizations: How-To

Paid Social Ongoing Monthly Optimizations: How-To

Owned by marisa farris (Unlicensed)
Last updated: Nov 23, 2022
3 min read

This time is allocated each month to communicate to internal and external teams about the status of their paid social campaigns.

Knorex team will often share optimizations in the Optimizations Log (NEW) tab of the shared Knorex spreadsheet but not always. Depending on IF optimizations are requested from Knorex, you will use your hour of optimization time to make adjustments to campaigns and communicate success to the CS teams.

 

  1. Share high-level insights with CS teams via Wrike. You can reference Facebook Business Manager or use the XPO dashboard link to access active campaigns.

    1. Use Wrike to look back at last month’s optimizations and communicate improvements in CTR month over month where applicable.

      1. “The retargeting campaign is pacing at 1.15% (UP from .85% last month), which is now above our current benchmark of 1.12%.”

  2. For reference, our benchmark information is shared in this document (slide 2) and updated every 6 months.

  3. Options for creative optimizations:

    1. Swap out images

    2. Swap out color palettes

    3. Revise, add or remove text

    4. Create an animation

  4. Any creative optimizations should be reflected in a new column below the original ad.

 

Optimization from Knorex

Action

Communication to CS via Wrike Alert

Optimization from Knorex

Action

Communication to CS via Wrike Alert

Prospecting - Targeted to smartphones to improve the performance

Retargeting - Targeted only to the website audience and removed page & Lookalike audience also added back to all the placements to help delivery

No action.

Review insights in XPO and provide update to CS.

Audience and placement optimizations were completed for both prospecting and retargeting campaigns to improve CTR.

The prospecting campaign received 2 conversions in the past 30 days. With a CTR of 0.83%, we will continue to monitor knowing our current benchmark is 0.99%. Retargeting is also pacing at 0.99% CTR which is just under our benchmark of 1.11%.

A full report will be provided at the end of Q4 however to date, the campaigns have garnered:

  • 569,388 impressions

  • 3,901 click-throughs

  • 38 direct conversions

Indirect conversions can be tracked via Attribution Engine.

Retargeting campaign is with the CTR of 2.25%

Prospecting campaign is with the CTR of 1.17% -Excluded the placments Stories, Article & messages to improve the performance

No action.

Review insights in XPO and provide update to CS.

Audience and placement optimizations were completed for both prospecting and retargeting campaigns to continue to improve CTR.

The prospecting campaign is pacing very well with a CTR of 1.17% knowing our current benchmark is 0.99%. Retargeting is also pacing very well at 2.25% CTR which is well above our benchmark of 1.11%.

A full report will be provided at the end of Q4 however to date, the campaigns have garnered:

  • 748,511 impressions

  • 4,640 click-throughs

  • No direct conversions but indirect conversions can be tracked via Attribution Engine.

Prospecting - Currently running with Single. Can we testout the performance by adding Carousel, & Video Creatives?

Retargeting - Campaign is with the CTR 1.54 and good to continue with the current trend

Refresh creative.

Review insights in XPO and provide update to CS.

Prospecting campaigns are needing creative refreshed due to low relevancy. We will be working through this and updating campaigns accordingly to continue to improve performance and CTR.

Our retargeting campaign is currently pacing well with a 1.54% CTR which is well above our benchmark of 1.11%.