1. Ad/Creative Optmization
1.1. Lead-gen adsets' CPL above $25
1.1.1. Go to the ad level
1.1.1.1. Do you have one or more ads spending the majority of the budget with a high CPL, while other ads have generated at least two leads in the last seven days with a CPL under $25?
1.1.1.1.1. Yes
1.1.1.1.2. No
1.2. Lead-gen adsets' CPL between $18-$25
1.2.1. Go to the ad level
1.2.1.1. Do you see multiple ads generating leads in the last 7 days, some above $18 and others below $18?
1.2.1.1.1. Yes
1.2.1.1.2. No
1.3. Lead-gen adsets' CPL between $1-$18
1.3.1. Is the overall CPL of the lead-gen adsets below $15? in the last 7 days?
1.3.1.1. Yes
1.3.1.1.1. Do not deactivate or deploy any new ads. **Check with the team how the results are on the client's end. ** If the client has a good CPA, consider requesting more budget to scale.
1.3.1.2. No
1.3.1.2.1. Go to the ad level
2. Adset/Audience Optimization
2.1. **Note.** Please read.
2.1.1. ONLY follow the next steps if the CPL has stalled and ad or creative optimizations have not worked under any circumstances. Most of the time, the issue is related to the creatives or the offer. For efficiency, we will optimize in this order: **Ads > Audience > Destination > Offer,** until we can find a way to change the offer quickly without waiting for approval and delaying action. Since we need to act with urgency, we will first exhaust all resources that are fully within our control before changing the offer — which requires client approval and can cause delays.
2.2. Is the audience smaller than 100.000 accounts?
2.2.1. Yes
2.2.1.1. Increase the radius by 1 or 2 miles and **check if the audience size increases by at least 15%.** **If it does,** publish the new radius. **If it doesn't,** double-check with the client if it's we can test targetting a bigger area for optimization purposes. **If the radius adjustment is not approved,** check if it's possible to apply the other optimizations under "No", in the previous step. If not, jump into the **destination adjustments.**
2.2.2. No
2.2.2.1. Is the adset using the new Adv+ features, or is it using the Original Audience settings?
2.2.2.1.1. Adv+
2.2.2.1.2. Original Audience
2.3. Audience breakdown
2.3.1. **Note.** Please read..
2.3.1.1. **Usually there is no need to take action on the audience/adset** level based on the audience breakdown, **unless you see a big discrepancy between adspend and results/CPL** with an age group, gender, or placement. However, all the data is very relevant for communication adjustments (creatives, colors, etc). E.g: If you see that women are generating 80% of the results, you can enhance the creatives to make them more impactful for them.
2.3.2. Gender
2.3.2.1. For Gender, we only apply changes on the adset if the discrepancy is higher than 70%, or if the client flags an issue with one gender and you double-check the problem with the data available.
2.3.3. Age
2.3.3.1. If there is an age group that generated more than 2 leads for a CPL way higher than the other ones, you can try to apply the following adjustments (in this same order): 1 - Adjust the creatives 2 - Remove this age group from the ads 3 - Adjust the destination to avoid having that age group being passed through (especially when the issue is being caused by +65 individuals)
2.3.4. Placement
2.3.4.1. Nowadays **it's very hard to find a situation where a placement is spending a lot and generating a significat amount of leads above the account's average CPL.** But, **if that's the case, you can simply try to remove the said placement and see if the overall CPL goes down.** That said, especially with the improvements that the Adv+ suffered, Facebook usually distributes the ad in a very efficient way (from a placement standpoint).