In this tutorial, the presenter walks through a practical, step‑by‑step process for auditing paid‑advertising campaigns, using a real Facebook‑ads example. He first stresses the importance of identifying whether a campaign’s issues stem from marketing (misaligned ad copy/landing‑page messaging) or media‑buying (inefficient targeting or creative). He demonstrates how to compare the ad’s lead‑in, headline, and creative with the destination landing page to check for congruency. Next, he dives into the core Ads Manager metrics—cost per click (CPC), click‑through rate (CTR), link‑click‑through rate, cost per link click, and CPM—explaining what each metric reveals and how they interrelate. He pinpoints the high‑cost metrics (CPM and cost per link click) as primary bottlenecks and outlines concrete tactics to lower them: testing different audience interests, improving creative engagement, adjusting ad objectives, and experimenting with new headlines or lead‑ins. Throughout, he references a free “funnel‑diagnostic cheat sheet” that structures the analysis and can be applied not only to Facebook but also to YouTube, Google, TikTok, and organic marketing. The video concludes with a call‑to‑action to download the cheat sheet and join the community.
Chapters
So let's talk about how to analyze your paid advertising the right way so you don't get caught up in the wrong things, trying to execute on the wrong things, and just focusing on something that actually doesn't push your marketing efforts forward. So I'm gonna use the example of Facebook ads and actually show you how I like to analyze things. Now, this stuff can get carried over into YouTube, Google, TikTok, et cetera, and even organic marketing. You can look at the same kind of metrics to determine what's working, what's not, what you need to change to get things to work better, and how to grow your business from it at the end of the day. So let's get right into it. I'm using this example right here, um, that we spent a little bit of money on so I can show you just a real-world example on how I would make this campaign better. And first things first, I like to get a good overview of what it is that I have ran, or if this is a client coming to me or a partner or someone that just wants some advice, I just look at the whole overview and just try to figure out, well, if there is a problem here, is it a marketing problem or a media buying problem? Determining what problem it actually is first off is actually super important. And media buyers, other marketing companies don't look at that first. They look at all the tactical small things that it could be and the small little buttons and levers to pull, which can help and have initial success potentially. But overall, looking at what is the primary problem here, marketing or media buying, is the best point to start. And how I actually like to do that is first just read the ad, see what it says, and then look at the landing page on top of it. So for this example, that's the very first thing that I'd recommend doing is looking at the landing page, reading it, looking at the ad, reading it, and looking at a couple of key elements. Okay, so the first element that I would recommend looking at is the copy and the creative, and more specifically the lead-in. So it's usually the first 3 lines inside of the ad that people can see. The creative, the text inside the creative, what it looks like, et cetera. And then the headline, 'cause this is really the first thing that people see is right here. Sure, there's gonna be some people that click see more and that read the rest of the, uh, ad copy, But most of the time, like you can see here, Instagram, this is all they're seeing. So I would read that first, figure out what that is, soak that in, and then look at the landing page at the destination of where they're going and just see, does this align? Does this make sense? If someone reads this ad, the promise that I'm saying here, does it align with the promise here on this page? And that's the first thing. And that's gonna help you determine, okay, well, is this marketing or media buying? Let's say you're getting poor quality leads. Let's say you're paying too much per lead. Well, there's a chance that your stats like your click-through rate, cost per link click, CPMs all look pretty decent cuz you're grabbing attention. But if you're getting low quality leads or the cost per lead is super expensive, there's a chance that there's not enough congruency between the ad or the landing page and the end result that you're actually giving people. So always make sure you check that out first and foremost. Now, once you determine that if your ad and landing page align or the ad and destination align, that's great. That's something that you can work on. You can work on the copy in the landing page, on the ad, and making sure that everything lines up with each other. The next thing is actually looking at the metrics inside of the Ads Manager, knowing what they mean, what they impact, and then how you can actually influence them by changing certain things inside of your ads. So what I like to use is this cheat sheet here. That we've made, which you can get access to for totally free if you just click below in the description. But this actually gives you the full detailed guide on what I'm about to do, because I'll probably fly through it a little bit quickly here, but at least to show you just how it works. So for example, if I'm looking at this ad, this campaign here, I got most of the leads from this ad set. So I'm just going to focus in on this one. And I'm going to go from right to left here. So first things first, cost per click, $2. It's costing me about $2 to get someone to click generally anywhere in the ad. It's a little bit expensive. So that's a kind of correlation to how the ad overall is doing. Next is click-through rate, 3%. This is actually pretty solid. This means that the creative, the copy, it's getting people to slow down and then click off of the ad potentially. It's just really getting them to slow down and pay attention. Next, link click-through rate. This is basically telling me, hey, is the creative and copy doing a good enough job at actually motivating people to want to click off? This actually looks really great. I try to aim for a baseline of 1 to 1.5% in most cases. So this being at 1.9, close to 2, is pretty solid. That's doing a great job. Cost per link click is $3.30. That's also quite expensive, but that aligns with this cost per click being a little bit higher. And lastly, CPM, $63. That's pretty expensive. So it's costing me $63 to get in front of 1,000 people pretty much. That's quite expensive. So if I look at this overall, each stat individually, first off, the big bottlenecks that I see are CPMs, and we'll just say cost per link click. Cost per click is interesting, but cost per link click is really the end-all be-all for what I would want this to get down to. 'Cause if this goes down, this is gonna go down too. So CPM, what can I do here? Well, the first things first, and a lot of people struggle with CPM nowadays, is think about the industry that you're in and then where you're targeting. If you are business coach looking for business owners, very specific niche of people only in the US, your CPMs are going to be more expensive versus if you were just totally broad, wide open targeting, right? So keep that in mind. It's not necessarily a bad thing. Just know what industry you're targeting, how competitive that field is. The more competitive it is, the more ads that are out there targeting those people, the more expensive it's going to be. Doesn't mean you can't fix it. There are a few things you can do to fix this. One, what I would do is just start testing different interests. So I did that here, and you can see that interest actually drove up the cost per 1,000 impressions. It did increase my link click-through rate and click-through rate because I'm assuming that people that saw this were a little bit more focused on my target market, and because of that, more of them clicked off. And you can see that happening twice here. All of my grouped interests had significantly higher link click-through rates and click-through rates as well than pretty much everything else in most cases. So that's something to look at. The next is Facebook especially, and a lot of ad platforms drive your CPMs up depending on how engaging the ad is. If the ad is more enjoyable to look at, more engaging, your CPMs are gonna go down. So this one here, it's kind of boring, which isn't a bad thing. Once again, I got some results from this, but I think it could be better. So if I look at another ad here, I wanna see if I can find one. Okay, so for example, this ad, this is a different objective. So that definitely does impact your CPMs, This is a $45 CPM. It's quite a bit more engaging, some kind of B-roll in the background. It's got an image element as well as text. So something to consider there as well to help drive down your CPMs. And I've got a full video on CPMs and how to drive those down on my channel. So feel free to go check that out if you want to. So that's the first thing I would do is test some different audiences, test some different angles and try to get the CPM lower with audiences and different creatives that are a little bit more engaging. The next thing I would do is look at, okay, well, how can I improve and drop this cost per click? Well, the thing is the CPM being as high as it is, that could be the issue why the cost per click is so high in the first place. If I solve the CPM, it may solve this issue. So I would test one set of ads that are trying to solve CPM. I would test another set of ads that are trying to solve this cost per click. And to do that, I would just test a different lead-in. Headline, and potentially creative here in the ad. That alone should make quite a big difference. So that's what I would recommend looking at. This is really how I like to analyze ads, is go step by step, see which ones are correlation-causation, and just determine from there what do I actually need to take action on. So this is how I'd recommend going through your ads as well, as well as your organic marketing, et cetera, and use this funnel diagnostic cheat sheet to help you get there as well. If you want access to this, it's totally free. Click the link in the description and you can get access to it inside of our free community. I hope you enjoyed this video and I'll see you in the next one.
