Head over to Google Analytics and click into acquisitions > Select all campaigns > Select source > Select Facebook > See “other” drop down menu > Click into “Users” > Select City.
From here you can see which areas are bringing in the most leads. Make a list of which locations do not apply and which locations are performing best.
Use the negative list to apply location exclusions so ads are not shown there. Make sure the radius doesn’t apply too far into optimal target locations.
If you’re unsure whether a location is relevant write it down to include as a question for the account manager/coordinator.
Creative Review
Look over each ad groups performance
Make sure all ads are eligible to serve – if not make adjustments for them to be eligible (i.e. photos are all approved, and performing well & copy is eligible, and high performing)
Make note of which ad groups are performing best and which are performing worst.
If any ad group is underperforming head over to Google Analytics click into acquisition and select all campaigns. Once there, select source > facebook > and once that loads select the “other” drop-down menu > acquisition > select “ad content”
Here you can see at a granular level which ads are performing best and which are not.
Utilize details of high-performing ad groups and use those findings to improve poor performing group/s.
If glaring underperformance is found for ad or ad group make any adjustments necessary, but if it needs time to gain valuable data to ensure we are not shutting it off prematurely, please wait until quarterly review (use your judgment here.)