To kick off this performance cycle, the priority is to conduct a comprehensive review of all active ad campaigns. This task ensures SayPro has a clear understanding of what’s working, what’s underperforming, and where immediate optimization efforts should focus.
Objective:
Collect and analyze key performance data from all active campaigns over the past month to inform strategy adjustments and future planning.
Key Steps for Campaign Review:
1. Pull Campaign Performance Reports
- Use tools such as:
- Meta Ads Manager
- Google Ads
- LinkedIn Campaign Manager
- GA4 (Google Analytics 4)
- Export data on:
- Impressions
- Click-through rate (CTR)
- Conversion rate (CVR)
- Cost-per-click (CPC)
- Cost-per-acquisition (CPA)
- Return on ad spend (ROAS)
Tip: Segment data by platform, audience, device, and ad format.
2. Evaluate Performance Against KPIs
- Compare current results with:
- Last month’s performance
- Benchmark goals
- Industry standards (if available)
- Identify:
- Top-performing campaigns
- Underperforming creatives or targeting sets
- Trends or anomalies
Example Insight: “Campaign A exceeded target CTR by 18%, but had a higher-than-expected CPA — suggesting strong engagement but weak conversion path.”
3. Highlight Key Wins and Losses
- Document what’s working:
- Ad copy themes
- Audience segments
- Ad formats (e.g., Reels, carousel, static)
- Flag issues:
- Low engagement areas
- High bounce rates
- High costs with low return
4. Prepare a Summary for Stakeholders
- Create a visual report or dashboard (e.g., Looker Studio, PowerPoint, or Notion summary)
- Include:
- Campaign names
- High-level KPIs
- Top insights
- Recommendations for next steps
5. Schedule Optimization Discussion
- Book a cross-team review session (ads, content, design) to:
- Share findings
- Align on creative refresh needs
- Prioritize A/B tests and targeting adjustments
Deadline:
Complete campaign review and deliver insights summary by [Insert Date – typically within the first 5 business days of the new month]
Outcome:
A clear, data-backed understanding of monthly ad performance, providing the foundation for informed decision-making and effective campaign optimization moving forward.
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