Hudson Creative Documentation

Analyze Ad Performance 

1. Head over to Google Analytics > Acquisition > All traffic > Sources/medium > Facebook > Click into “other” drop down menu
   1. First select “Ad Content” listed under acquisition. Here you can see which ads are performing best and which are performing worst. Make note of findings.
   2. Second, click back into “ad content” see drop-down menu > Click users > Then select “City”. Here you can see which locations are interacting most with your ad. Make note of how your target locations are performing, and also make note of which locations should be negated. 
2. Make sure to take a look at the landing page to see if any updates should be made based on performance data. Do we need a landing page? Updates to a preexisting landing page?

Creative Update

New Ad Group

1. Taking the notes from your review, we can identify which ad group needs replacing.
   1. Figure out what you should target next, whether you target the same person/location/interests or start a new ad group entirely.
   2. Based on the performance of the high-performing ad groups we should be able to identify what is working and why, and apply those to the new ad group.
   3. Make sure to align copy with landing page & keyword performance/ research
2. Create new ad copy for the new ad group using this template.
3. Send the new ad copy to the account team for review.

Image Update

1. Once a new ad group target is identified, work with the accounts team to get the creative you need to correspond with the new ad group.
   1. Once the copy is approved, you can utilize the imagery provided to build out targeted and visually appealing ads.
   2. Once a new ad group is created, create ad preview links to send to the accounts team that can then be shared with the client ahead of launch. 

Analyze Demo/ Bidding Strategies

Geographic Location

Keep an eye on granular location metrics

1. Use your list of high-performing locations to inform where more budget or less budget should be used.

Seek out and implement location-based negatives

1. Use your list compiled initially and negate locations that do not align with client goals. 

Age Group

Review performance by age group to see which are interacting with your ads

1. Make target adjustments where necessary.
2. Exclude age group if there is high placement and low conversion.
3. If the age group is performing considerably well, take a look at what is driving success and potentially create a new ad group specifically targeted to that age group.

Target CPA

1. Look at account structure
2. Rebalance Campaign Budget
   1. Properly allocate budget to the ad group with the lowest CPA
   2. If there are higher CPA ad groups, keywords, or audiences from which you can pull budget to ensure your most efficient campaigns are fully funded, do so, and make adjustments as needed.
   3. Additionally, make demographic adjustments that can lower CPA 

Bidding Strategies

Campaign Bid/Budget Alignment

1. Align bids to campaign budget to maximize efficiency.
2. If the campaign is constrained by budget – indicated by the Lost Is (budget), impression share, click share, and abs. Top of page IS metrics – analyze whether it makes sense to drop ad group and keyword bids.
3. Even for high-performing ad groups/keywords, it can make sense to drop bids to capture more clicks and conversions for that same budget.