In November 2020, the business owner reached out to us and asked if we can conduct an audit of their Facebook
ad campaigns. KWB's main acquisition of new customers had previously been through Google Search campaigns and online marketplaces. All their attempts to launch advertising campaigns on social media did not lead to the desired results. They already have a loyal, enthusiastic customer base, and our job was to build on this further through improving advertising on social media platforms.
During our initial Facebook\Instagram ad account audit
we identified several main challenges:
- Incorrect Facebook Pixel Tracking;
- Unspecific targeting or missed opportunities with Facebook audiences;
- Ad copy that did not speak directly to the customer;
- No use of retargeting and dynamic ads, losing customers that were close to converting;
- A relatively low ROAS on Facebook (1.8x - 2.1x).