Audit

(https://www.strategicresponsesystems.com/)
Prepared by: Deftsoft Team

Account (ID): 131364892363618

This audit report aims to identify and address several critical issues within the current Facebook
advertising campaign. Our assessment highlights various crucial areas for improvement,
including account organization & audience targeting. This report summarizes our key findings
and offers actionable suggestions to elevate the performance of our campaign on Facebook.

1. Missing Facebook Ad structuring: - We have reviewed your Facebook account and

found that the Facebook ad structure is missing. According to "Top of the Funnel",
"Middle of the Funnel" and "Bottom of the Funnel", we should create the structure.

 Top of Funnel (TOF): This is where you capture the attention of potential customers
who may not be familiar with your brand yet. You introduce them to your products or
services through engaging content, such as informative blog posts, or eye-catching ads.

 Middle of Funnel (MOF): In this stage, you nurture the interest of people who have
shown some initial interest in your brand. You provide them with more detailed
information about your products or services, perhaps through email newsletters,
product demos, or case studies. The goal here is to build trust and credibility with your
audience.

 Bottom of Funnel (BOF): This is the stage where you encourage people to take action,
such as making signing up. You may offer special promotions, discounts, or testimonials
to persuade them to convert into customers.

2. Ad Testing Missing: - We observed that ad testing is missing in your Facebook ad

account. We should run carousel and catalog ads.
3. Not Using Testimonial Videos: - We have seen that you are missing and important
aspect in the advertising that can be the game changer for your business and i.e. using
the testimonials videos of our clients. So, I suggest you to make some testimonial videos
of your client’s feedback and run ads with that, it can build trust over the other
audiences and increase the engagement.
4. Dynamic Ads: - We have noticed that you are utilizing only static image ads in our
campaigns. By exclusively using static ads, we have complete control over what we
display to our audiences, rather than relying solely on the Facebook algorithm, which
may not always be optimal. I'd like to propose that in addition to static ads, we also
experiment with other types of ads. Given that our business revolves around cars, video
ads could be an excellent option, as they tend to perform well in this industry.
5. Lookalike & Custom Audiences: - We noticed that you haven't built any audience
within your Facebook account. We need to create an audience for user retargeting so
that in the future, we can target that audience, from which lookalike and custom
audiences are created.

6. AD Copies: - We saw that you've written a fairly long primary text in your Facebook ad
account. There's no benefit to us; we should use a short, one-line primary text because
when the ad appears to someone, only one line is shown.

7. Audiences Targeting: - We observed in your Facebook ad account that you have

targeted only 2 audiences within your ad set, and they are not targeting the niche below
you. We should target multiple interest-based audiences so that we can achieve our
goal efficiently.
 Plan of Action
Business Overview
We have examined your website and found that your business is all about leads generation.
With this report, we would like to share our paid Facebook marketing plan. Facebook is a
widely used platform nowadays and users interact with the ads very actively. And I had done
this kind of promotion in the past also and achieved good results. The model of our business is
direct to the customer. Here we will share the strategy and plan for " Strategic Response
Systems" to get leads. We have bought this PLAN OF ACTION REPORT to present our marketing
strategy over Facebook and Instagram Ads to make your business successful.

Facebook Post Engagement Campaign: Increase engagement on our content through

likes, comments, shares, and clicks to a landing page followed by running ad campaigns through
the Engagement objective. These ad campaigns are in the middle of the marketing funnel,
which engages your targeted audience.

We will also draft a post-engagement campaign as well. The main purpose of creating this
campaign is to increase engagement and will analyze all the things and on behalf of that will
draft a new campaign using post ID in the ads this will help to gather more engagement and
rank our ads.
Engagement helps us in: -

 Promote our Facebook Page or an event

 Boost a Facebook or Instagram post.
 Share videos of our business with people most likely to watch them

 Facebook Traffic Campaign: The "Website Traffic" campaign objective in Google

Ads is designed to drive traffic to our website.
We will draft a traffic campaign as well. The main purpose of creating this campaign is to
increase our website traffic, promote service pages on our website, and drive awareness
of our brand.

Traffic helps us in: -

 Traffic campaigns attract visitors by showing them ads with personalized content.
 Grow the customer base immensely.
 The traffic ad separates the people with interest from those without any interest in your
company.
 Facebook Leads Campaign: - According to our service-based business we can
run the Facebook leads campaign because collect the user information when they fill up
the form on the leads generated campaign.

Lead ads appear on users’ feeds and stories on both Facebook and Instagram. They
allow businesses to identify potential customers and collect their contact information
without leaving the platform. Tools like ‘Instant Forms’, for example, make the process
especially easy.
In the conversion campaign, we will create the campaign at CBO and test 10 different
audiences in different ad sets so that we can see which audiences are performing well in
terms of KPIs and will scale accordingly. Also, we will target value-based lookalike
audiences of different events like Leads, view content. Initially, we will target 0-1% for
all the events and once we found the event is performing well, we will create more
variations like 1-3%, 3-5%, 5-7% 7-10% so on in order to improve the performance of the
campaign.

Benefits: -
 Improved ROI
 Increased Leads
 Cost Efficiency
 Detailed Tracking and Analytics
 Find prospective customers.
 Gather and understand the interests and behaviors of your demographic.
 Increase sign-ups and enrollments for events or programs.
 Audience targeting
Audience targeting is the strategy of selecting specific groups of individuals who are more likely
to have an interest in our advertisements. Through effective audience targeting and ongoing
analysis of campaign performance, we can optimize our ad campaigns to achieve better results.

Audience Targeting helps us in targeting the audience we want to show our ads
to.
There are many ways by which we can target the relevant audience: -

I) Single Interest-Based Audience: We found some interests like Car dealership, family car,
hatchback (vehicle), luxury vehicle, sedan (automobile), used car (vehicle). We will target these
interests in our ads and then we are able to find the winning single-interest base (audience)
that will scale up the campaign and will also shift the campaign budget from CBO to ABO. This
way will allow the budget to only those ad sets (Top performing) that will generate leads at low
CPAs.

Benefits: -
 It also allows for a better return on investment (ROI) because it targets ads closely tied
to the consumers.
 Enhanced control of your advertising.
II) Location-based targeting: Location Targeting on Facebook simply allows us to tell Facebook
the relevant geographic locations where we would like to show our ads. It also includes radius
targeting in which we set a radius we want to focus on.

III) Lookalike Audience: - "Lookalike Audiences on Facebook serve as a powerful segmentation

tool, enabling us to connect with individuals whose interests and demographics closely align
with our existing customers or followers. Our strategy involves targeting value-based Lookalike
Audiences centered around key lead generation events, such as lead form submissions. Initially,
we will concentrate on the 0-1% range for all lead-related events. As we identify high-
performing events, we will iterate and expand variations, moving towards 1-3%, 3-5%, 5-7%, 7-
10%, and beyond. This progressive approach aims to continually enhance the campaign's
effectiveness in driving lead form submissions, allowing us to connect with an audience that
mirrors the characteristics of those already engaged with our lead generation activities.

Benefits: -
 Improve our ad targeting.
 Improve our ROI.
 Reach new people outside our customer list.
 Increase conversion rates.

This will bring up Facebook’s Lookalike Audience creation interface, which looks something like this:
A 1% lookalike will be our smallest audience, and the one that most resembles your source
audience; a 10% lookalike will be massive, but the Facebook users targeted will bear only a
tangential resemblance to our source audience.

Types of Ads
 Image Ads.
 Video Ads.

I) Image Ads: - Image ads allow you to show off your product, service, or brand using a single
photo. We can create image ads from Meta Ads Manager or boost a post that includes an
image from a Facebook Page.

Benefits: -
 Increase interest in your brand or services.
 Raise awareness of your products.
 Deliver a simple message.

II) Video Ads: - Video ads allow you to show off your product, service, or brand using a video.
You can create video ads from Meta Ads Manager or boost a post that includes a video from
your Facebook Page.

Benefits: -
 Show off your product, service, or brand in new ways.
 Capture attention quickly.
 Deliver a single message.

Phase 2: Retargeting
After gathering all the converting data and
website visits, we are going to set a that
allows you to advertise to people who have previously visited our website, by showing them
relevant ads when they scroll on Facebook.
As time goes on, we can adjust our goals to improve the campaign's effectiveness. Initially, our
main aim is to re-engage this audience to collect more data. This data helps Facebook's
algorithm learn more about our ideal customers and deliver ads more effectively.

 Custom Audience: -

specific about who we target. As a result, you can create better, more optimized ads. we
have created Custom Audiences of people who already know our business. We can test
the custom audiences according to the campaign performance. We will retarget the
existing visitor who visits our home page or specific service category pages.

Also, we will use the below Retargeting funnel so that we can warm all the
cold audiences in order to improve the performances.

 Page Engagers 180 Days

 Website Page Visitors 60 Days
 30 Days Video viewers
 Page Engagers 180 Days
 People who have sent us messages or engaged with our posts.

Conclusion:
This is overall optimization process but the campaign needs to be optimized on daily basis to
retain the performance of the campaign. Regular monitoring and continuous refinement of
campaigns based on insights ensure maximum return on investment (ROI) and better ad
visibility, ultimately driving increased website traffic, conversions, and business growth.
Estimated Budget: -

Based on the research, we need to start with $30 to $40 to gather the data and to get
the conversion.

Note: - First two weeks would be the testing phase where we will test different KPIs and
metrics in order to find the winner one and once we will be able to find the winning KPIs
we will scale accordingly. Once we have some winning KPIs we will try to reach our
breakeven point and from there we will try to increase the conversion per week. Rest,
advertising is all about testing and finding winner and after that we can scale to get
more conversion at low CPA.
Thanks