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Strategies for Ad Portfolio Management
CHARLEY TICHENOR
June 05, 2024
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Wednesday, June 5th
Today's top marketing tips, tactics, & tools
Hey there friends,
Hope your week had been DANDY. We’re here again on this fine wednesday to help YOU win at DTC Marketing.
Today we’re featuring one of my favorite videos of last year “Building a Million Dollar 3:2:2 Ad for Hexclad from Scratch Masterclass: Facebook Ads Course 2023” then we’re discussing Strategies for Ad Portfolio Management. but first…
DON’T MISS THE BIG ANNOUNCEMENT!!!
We’re having a very special Masterclass this Thursday, June 6th 4pm Eastern (1pm PT)! 🥳
Join us for an EXCLUSIVE LIVE session with the Danil Saliukov on Influencers, UGC, & a Whitelisting Workshop! 🔥🔥
The first 50 signups are free, so act fast and grab a spot.
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📹 FEATURED VIDEO
Strategies for Ad Portfolio Management
Consolidating a $10k a day ad account
Here’s what we’re going to cover today:
1. Campaign Structure and Simplification
2. Portfolio Management and Ad Grouping
3. Creative Testing Strategy
4. Structuring and Frequency of Ad Optimization
5. Long-Term Strategy and Growth Potential
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Campaign Structure and Simplification
Simplifying the campaign structure and focusing on high-performing ads will allow for better management and understanding of ad performance. Analyzing the spend, frequency, CPM, and cost per purchase of each ad can help in identifying which ads are delivering the best results.
Portfolio Management and Ad Grouping
Grouping ads with comparable level of spend together for comparative performance analysis can help in identifying the effectiveness of each ad. This allows for the removal of less effective ads and optimization of ad performance to improve overall campaign results.
Creative Testing Strategy
Instead of immediately focusing on creative testing, it's essential to first simplify the portfolio by removing less effective ads. Once the portfolio is streamlined, creative testing can be carried out effectively to determine the best performing creatives for different stages of the funnel.
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Structuring and Frequency of Ad Optimization
Regular but cautious optimization of ads is essential, with changes made based on data analysis every few days. Changing the structure from ABO to CBO might be beneficial, and gradual optimization can help in balancing the campaign's performance and spend distribution.
Long-Term Strategy and Growth Potential
It's important to consider the long-term strategy for sustainable growth. While the current approach has been profitable, understanding the intricacies of ad performance and proactively managing the campaign structure can prevent a depreciation in page score and relationship with Facebook, providing a strong foundation for continued growth.
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Until Next Time, I’ll See You On The Internet
~ Charley T, Founder of Disrupter School
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