Written by Noah King | Nov 4, 2024 1:57:01 PM
Every month I audit dozens of Meta ad accounts and pixels for Shopify businesses. I see the same problems over and over. Here's the top 4 issues and how to fix them.
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🚩 1️⃣ No Consolidation
If your business chronically gets fewer than 50 conversions per ad set per week, consolidation is a must. With too little volume, your campaigns never exit the Learning Phase and you end up with Meta "light".
To fix this:
▶️ Consider one single ASC campaign with one ad set that explores a series of different creative concepts.
▶️ Launch other campaigns when you've got one campaign out of learnings and operating with acceptable cost-per efficiency.
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🚩 2️⃣ Using Shopify CAPI
You need to have a solid data connection in order to use Meta ads with success. Shopify's free CAPI connection is a basic relay that doesn't work well for very many brands.
To fix this:
▶️ Consider upgrading to an advanced data connection (like Popsixle)
▶️ Benefit from order-source routing, 100% event coverage, and custom logic with custom events
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🚩 3️⃣ Single Size Creative
Sure it's fast and easy to just use square images or one size of video assets, but this is holing back your ad performance. Take the time to upload different crops and asset sizes to ensure every ad placement is optimal.
To fix this:
▶️ Save a square, vertical, and horizontal version of all creative with thoughtful cropping of each.
▶️ Leverage ASC and other ad types where you can specify the version of creative for each type of placement (square, vert, horz)
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🚩 4️⃣ Only One Text Option
Meta makes it easy to test a wide range of creatives and benefit from when top performers emerging. Not only does this lead to better ad performance, but it offers insights on what is working and why.
To fix this:
▶️ Always explore multiple versions of your creative ad copy, headline, and text call-to-action. (Up to 5 versions per parameter)
▶️ Use ad reporting splits to see which versions are performing and learn from what is working
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SUMMARY
There are a lot of best practices that can ad up to better ad performance. Remember that campaign structure is one of the four pillars of excellence and often leads to 10-15% better ad performance.
Drop a comment or DM if you need help with campaign structure and might benefit from a Meta ad account audit.