I will start with the fact that, like any advertising agency, we do a lot of audits. With our audits, we don't aim to paint the world as scary as possible and tap into how another advertising agency is doing poorly. I always say that our audit should be treated with skepticism because we were not involved in the decision-making process, we do not know the objectives and all the ambitions. Also, agencies have their own plot and successful practices, and they can vary. It is important that the goals are achieved.

But there are such errors that are critical. And today I will talk about such mistakes, narrating the ads of another of our clients.

I can't reveal who it is through the client or what field he works in, but as a result I can show more data and comment on it.

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Meta Ads

I cannot say that this is an extraordinary story. Often when auditing, I notice launched ads with the goals of Engagement, Traffic, Reach. The case is very similar — almost all ads are optimized for traffic. With such optimization, we ask Meta to bring as much traffic as possible to the web page at the lowest possible cost. The result: a lot of traffic and very, very few conversions. In our agency, traffic advertising is practically not used - only in rare cases when we pursue specific goals.

Here you can see how expensive a request with the Traffic objective cost for this business: 150 euros per request, 236 euros per request. Expensive? Depends on how much you can pay for the client. But in this case we knew that we could generate queries in such a sector more cheaply. After logging into an account and seeing ads for Traffic, Reach, Engagement, I always boldly say that we can do better.

Of course, before us, conversions such as clicks on a phone number, email addresses or copies of them were not configured. And for this business, these are important conversions, since it receives a large number of requests by phone or email. As a result, we could not fully assess the effectiveness of the ads. Before starting, it is always necessary to make sure that all the traces are done and working. In this case, they were not made.

As I said, with the wrong advertising goals comes a non-target audience. I took one campaign and broke it down by age. We can see that out of 647 euros, 222 euros were spent on an audience of 65+ years, and 190 euros were spent on 55-64 years. We asked the seniors, but what about that? The age of the target audience of this business is 25-55 years. This is already happening if we ask Meta to get involved. It's just that the best temporaries and commentators in the country are... seniors. I will not compete with them.

And why the age of the audience was not limited - I hear you ask. Maybe it was. But Meta has gotten so crafty and nasty that it still allows itself to juggle with audiences and show ads to people outside of your set limits. And only an experienced specialist knows where and how to tame the arbitrariness of Meta.

So what did we do? We fixed the traces — we started to see not only requests, but also clicks on phone numbers, email addresses and copies of them. Of course, we changed the goals of advertising campaigns and focused on queries. We started collecting queries on the Meta network. Inquiries received directly on the Meta network are usually less targeted, but additional questions to a potential customer solve this problem well.

And the result is as follows:

When collecting queries on the Meta network, the result was very good, with just 9.22 euros per request. We have been running this campaign from the very beginning until now. The client shares with us in the comments - whether the requests come targeted. And the vast majority of these queries are certainly targeted.

Requests from other campaigns are already collected on the website and are significantly more expensive. But it's still sometimes cheaper than it was before. The final price of the request does not include conversions such as clicks on phone numbers, email addresses and their copying. Adding these conversions would make the result even better. Of course, the result was also influenced by newly created visuals, videos, website adjustments. However, I do not talk about it, because I simply cannot show and disclose them.

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Google Advert

During the Google Ads audit, the amount of conversions that was so high and cheap was surprising. Hm, 500 conversions, and the cost of one conversion is 6.72 euros. If that were true, why not increase budgets and thus collect more requests?

The bottom line is that the specialists themselves tell the Google system what conversion is. In this case, you just have to look at what kind of conversion it is. At the bottom, you can see a breakdown of one of the campaigns by conversions. It can be seen from it that the main conversions are visits to the contacts tab. When doing tracking, we also create such an event, because it can show whether the target audience is really coming to the web page. If the share of all visitors in the Visiting Contacts tab is high, it means that the incoming traffic is targeted. After all, people do not go to the contact pole if the product is completely irrelevant to them.

But this is certainly not an event that should be treated as a major conversion. In this case, it should be filling out a request form, clicking on the phone number and email addresses and copying them. Everything else should be left as side events. In this case, we cannot say what result the ad generated - it is simply not traceable.

It is worth noting that the mature keyword has not been removed from campaigns. This is a common mistake. It is not uncommon to see good results from campaigns, but when we enter a campaign we see that the majority of conversions are generated by a mature keyword. We are not against allowing a mature keyword as an advertisement, but such a campaign must go separately from the rest. Otherwise, the result is simply embellished.

We did not do any miracles. We just did a neat job in accordance with our procedures and were able to improve the result immediately.

Here you can see that we generated almost 360 conversions with the main campaign, and the cost per conversion is 14 euros. Yes, there is a campaign where the conversion cost was as high as 116 euros. But at the moment the budget for this campaign is very small. Due to the high competition in this product category, clicks are expensive, so the final conversion cost is high. Therefore, we are still looking for ways to reduce the price and get more requests for this category. With this campaign, I want to show you the truth — it's not always quick to find answers. After all, I could only choose campaigns that generate a good result and show them, but then I would create a huge expectation for potential clients of our agency. And I don't want to do that. I want to emphasize that we are not wizards, but we know how to work neatly, honestly, not to ignore problems, but to solve them.

Since I have talked a lot about conversions, it would be wrong not to show what is hidden behind the word “Conversions”. This is what I show:

You can see that people who “google” like to immediately call, email, and fill out request forms less often.

So what did we do? We fixed the traces — we started to see not only requests, but also clicks on phone numbers, email addresses and copies of them. Of course, we changed the goals of advertising campaigns and focused on queries. We started collecting queries on the Meta network. Inquiries received directly on the Meta network are usually less targeted, but additional questions to a potential customer solve this problem well.

And the result is as follows:

Well, okay. Simple action, turnover grows - what next? If advertising brings profit to the company, it is a sin not to increase the advertising budget. And in our company it is taken seriously - if advertising is profitable and the budget is not increased, then this is a gross mistake of the agency. After all, this way the client loses additional income. Yes, I have heard that customers do not agree to increase the budget. But maybe the problem is that the client does not really feel the result that the marketing reports “draw”?

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Endpoint

I want to emphasize that good advertising results were primarily due to active communication with the client. Because of advertising, we communicate almost every day. Sometimes we even forget to say hello and immediately get down to business. This is the case with online advertising — you need to react quickly.

Here you can see how expensive a request with the Traffic objective cost for this business: 150 euros per request, 236 euros per request. Expensive? Depends on how much you can pay for the client. But in this case we knew that we could generate queries in such a sector cheaper. After logging into an account and seeing ads for Traffic, Reach, Engagement, I always boldly say that we can do better.

Dear reader, we need a chat if you can attribute the following statements to your advertising farm:

• In Meta advertising, you allow campaigns with the goal of Reach, Engagement, Traffic.
• You do not see the result that digital advertising generates.
• You only receive a monthly report from the agency, and the last time you communicated with a specialist was “then when never”.
• Your advertising accounts were last logged in a month ago or, forgive me, Lord, even later.
• You need to wait a week for answers from an advertising specialist. Or it just disappears. It happens that way too.
  

This is not a game of Bingo - it is enough to assign yourself at least one statement. And if all the statements fit your ad farm, you have huge potential. Write to us.