Audit
Description
The Sawa Auditing campaign was designed to optimize Facebook advertising efforts under challenging constraints. Key strategies employed included navigating the ‘special ad category’, which limits deep targeting capabilities. Despite these restrictions, attempts were made to run campaigns without selecting this category to leverage deeper targeting options, significantly enhancing campaign results when approved. The campaign also addressed high ad frequency issues, maintaining a balance below a frequency of 2.0 to avoid audience exhaustion.
During the learning phase, the campaign focused on achieving a minimum of 50 events within a week to optimize ad performance. Despite a high click-through rate (CTR), the conversion rate (CVR) for actions such as registrations and purchases remained below industry benchmarks, indicating a need for further optimization.
•Special Ad Category
This category restricts deep targeting capabilities. I recommend running campaigns without selecting the special category when possible. While Meta may not always approve this, the results can significantly improve when approved due to deeper targeting options.
•High Frequency
To put it simply, a frequency below 2.0 is considered healthy, while anything above 2.0 indicates audience exhaustion due to repeatedly showing the same ads to the same users. This is a sign that new audiences should be explored. High frequency is normal for retargeting campaigns, but it’s important to maintain a healthy frequency for reaching new users.
Almost 1.8M impressions for only 700k users
•High CTR but now CVR
A CTR above 1.0% generally indicates strong interest. However, we’re noticing a low conversion rate. Currently, the CVR for website registration is 4%, and for purchases, it’s 1.14%. The standard benchmarks are 20-25% for sign-ups and 4-8% for purchases.
•Learning Phase
Campaigns still in the learning phase require completion to improve results. To exit the learning phase, a campaign must achieve 50 events within 7 days, such as 50 purchases within a week.
Conclusion
The Sawa Auditing Facebook campaign showcased a sophisticated approach to navigating platform limitations and optimizing ad reach and effectiveness. With nearly 1.8 million impressions for approximately 700,000 users, the campaign demonstrated significant engagement. However, the challenge remained in converting interest into tangible outcomes, with a CVR of 4% for registrations and 1.14% for purchases against higher industry standards.
This case study highlights the critical importance of continuous optimization and adjustment in digital marketing campaigns to bridge the gap between user engagement and actual conversions. The insights from this campaign are invaluable for future strategies aiming to enhance both reach and conversion in restricted advertising environments.