Digital marketing

Streamlining Facebook Ad Campaigns: A Week in the Life of an Account Manager

Created in 2015

Executive Summary:

This case study explores a rigorous, daily routine for managing Facebook ad campaigns effectively. It details a week-long strategy that ensures campaign optimization, account integrity, and systematic navigation through the complexities of Facebook's advertising platform.

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Introduction:

Background: With the evolving landscape of digital advertising, maintaining the efficiency of Facebook ad campaigns is crucial.
Objective: To cultivate a structured approach for daily management, resulting in increased performance and compliance.

Problem Statement:

Maintaining ad campaign effectiveness while adhering to Facebook’s best practices can be challenging due to the platform's intricate policies and frequent updates.

Methodology:

Tools Used: The process relies on Portable Google Chrome, Facebook, Google Drive spreadsheets, Snipping Tool, and AdEspresso.
Process Outline: A step-by-step routine is followed each day to manage accounts, clear cookies, and perform ad-related tasks.

Daily Process Description:

Each day from Monday to Saturday involves specific tasks like setting up ad campaigns, adjusting budgets, creating Facebook pages, and updating payment methods. The sequence is designed to simulate a regular user's activity, manage ad settings, and ensure optimal campaign performance.

Monday - Bidding #1: Initiate the week with ad campaign creation and edits without saving changes, mimicking normal user behavior to maintain account health.
Tuesday - Bidding #2: Continue with budget optimization, increasing daily ad spend and refining account settings.
Wednesday - Bidding #3: Assess ad spend and update ad URLs, and integrate campaigns with AdEspresso for enhanced management.
Thursday - Farming #1: Clear browsing data and use Facebook as a typical user, engaging with content to simulate genuine activity.
Friday - Farming #2: Create a Facebook page for a public figure, setting up all necessary details and disabling notifications to manage page activity.
Saturday - Warming #1: Update payment methods and ensure ads are billed correctly, concluding the week's intensive ad management cycle.

Results:

Ad Performance: Post-implementation, ad engagement and conversion rates showed significant improvement.
Account Health: Routine adherence led to a robust standing on Facebook, with no flags or penalties.
Budget Management: The daily budget adjustments maximized cost-effectiveness and ROI.

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