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Need help with campaign optimization
Posted by on February 15, 2021 at 4:46 pmHey everyone!
I’m a 22 years old marketing student doing an internship as a junior digital marketeer. It’s my second week now and due to some colleagues getting sick, I didn’t get some of the 1on1 lessons but I still have to do the tasks. The agency is well known here in Belgium and I want to prove myself as a good intern and maybe future marketeer for them so I want to do the tasks correctly.
My main tasks for this week are: optimizing Facebook/Instagram/Google campaigns. Running campaigns that need to be checked every week or so and optimized where possible. I find this very difficult to do because I wasn’t there when these campaigns were briefed/started and I don’t know what’s the most important in these campaigns.
I’ve searched on YouTube/Google but I haven’t found something like someone showing how he optimizes it for a client or an article with steps to do so. Does anyone know a video/article/even a book on this? It would mean a lot to me. I’ve set up campaigns myself but optimizing one for a client with 5 running campaigns of €500 each is not going so well. I spend too much time just analyzing it, trying to understand why and how they set them up.
Thanks in advance!
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5 Replies
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You’re right, this task is extremely vague. You’ll need to deep dive into the overall goal of the business whose ads these are, their conversion setup, and target audience before you should start “optimizing” (I’m laughing at how generic this is). I usually spend about 30-45 minutes taking with every new client at the VERY minimum before making changes.
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I would email your colleagues ask for some more direction. But there are a ton of ways to optimize a campaign:
– You could look at your lowest ranked ads and change the copy to better match intention and see if it results in a higher score.
– You could comb through search terms that are triggering your ads but aren’t related to the product or service being offered and add it as a negative keyword.
– You could see if a large adgroup can be broken into more specific halves that would return better results. For example, there could be a “vehicles for rent” adgroup that could be broken into “trucks for rent”, “SUVS for rent”, ect.
– see if bidding is being modified on match type (more on exact match, less on broad)
– see if it makes sense to geofence certain campaigns.
– make sure ad extensions are setup.
– make landing page suggestions.
I’m just kinda spit-balling here but that should get you somewhere.
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I can speak for google ads. Simple things you can do.
1. If its a search campaign focus on search terms and pick out negative keywords from the list.
2. Keywords- check if there are any keyword which is consuming money but not getting conversion. Pause that.3. Check assets, pause non performing ones. Check impressions, clicks. If high impression and low clicks the ad is not relevant, if there are clicks but no conversions the ad and the landing page are not matching. Pause it only if you have multiple assets.
4. Check the extensions. Make sure all the relevant ones are added.You said you were interning so make sure you take permission for any changes you make. Will save you a lot of trouble later on.
More details on what the goal is, type of campaigns and the level to which you sre permitted to make changes will help us guide you better
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I’ll be honest, on your second week if they are just leaving you to it then I don’t think that’s very fair. Please don’t take that as a criticism of you, but you are there to learn and they need to guide you. I would not touch any of the campaigns without express permission to action certain things. I’ve seen this go wrong before and it’s not fun for anyone and wouldn’t be fair on you. If you want to make an impression, take a look at how the ads are performing. For Facebook – are there any which are spending budget but not producing results? Same for Google. In a top level sense, you’ll be able to see what the client is broadly looking for based on the chosen campaign optimisation. E.g if it’s traffic then they want clicks to the website etc. So are any of the ads not producing clicks?
For Google, you can look at keyword and add to the negative list. Or look at keywords which have caused a conversion but you are not yet targeting. If it’s a relevant keyword then you could add it to your target list. Google also recommends actions for the account but be cautious – most of the time they just want to spend more money!
Don’t change anything without running it past someone in charge first. That’s very important. If you don’t have the full story of the campaigns then it would be very easy to do something with could either negatively impact performance or spend money on something the client doesn’t want it spent on.
Important piece of advice. It’s admirable you want to make a good impression but sometimes that means asking for help!
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I agree, that without knowing what the goal, or the client mandate is, you don’t know what you are “optimizing” for.
When I am conducting an audit, one of the first things I do is create a basic KPI sheet / value doc. All time vs. the past month, YOY, etc. Get a few data point in to see what has changed, and whether or not you can spot some trends.
At a minimum, that helps provide you with some context, and set a current baseline for “performance”.
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