<h2><span>Introduction</span></h2><p><span>In 2024, paid social success is no longer about just launching ads and waiting for results. In recent years it has advanced to a sophisticated landscape that demands a smarter, more strategic approach. We, at Kitchn.io, have been working closely with numerous paid social teams over the past years and we have identified three most important elements to master in 2024 if you want to succeed with paid social ads: creative testing, event quality, and optimization &amp; QA.</span></p><p><span>We’ve identified them as the pillars of a winning strategy in a world where every marketer has access to similar tools. The difference lies in how you apply them. From designing compelling creatives that resonate with your audience to allocating your budget towards truly impactful actions and ensuring your campaigns perform flawlessly, these elements are crucial.</span></p><p><span>If you&#x27;re aiming to rock your paid social strategy beyond the basics and leverage these core elements effectively, you&#x27;re in the right place. Let&#x27;s explore these game-changing strategies together, providing you with actionable insights to thrive in the competitive 2024 paid social landscape.</span></p><p><img src='/images/content/key_elements_of_paid_social_system_2024.png'></p><h2><b><span>The Power of Creative Testing</span></b></h2><p><span>In today&#x27;s fast-paced digital marketing landscape, the success of paid social campaigns is built in the robustness of the systems behind them. Creative testing is a comprehensive system that ensures your marketing efforts remain effective and agile. Let&#x27;s look into what makes a creative testing system not only functional but scalable and integral to your paid social success.</span></p><h3><b><span>Establishing a Scalable Creative Testing System</span></b></h3><p><span>A scalable creative testing system is foundational to staying competitive in the ever-evolving realm of paid social. It’s about building a framework that supports continuous improvement and adaptation. Here’s a structured approach to setting up such a system</span></p><p><img src='/images/content/buidling_scalable_creative_testing_system.png'></p><p><b><span>Systematic Planning</span></b></p><p><span>Begin by establishing a structured plan that outlines your testing objectives, timelines, and KPIs. This plan should be flexible enough to adapt to new insights and market trends but structured enough to provide consistent results over time.</span></p><p><b><span>Integration of Tools and Platforms</span></b></p><p><span>Utilize technology to streamline your creative testing process. Automation tools can help in setting up, monitoring, and analyzing tests, allowing for a more efficient use of resources. Choose platforms that offer detailed creative reportings and support integration of project management tools.</span></p><p><b><span>Data Collection and Analysis Framework</span></b></p><p><span>At the core of your system should be a robust framework for collecting and analyzing data. This involves not only tracking the direct outcomes of tests but also understanding the underlying factors driving those results.</span></p><p><b><span>Feedback Loops for Continuous Optimization</span></b></p><p><span>Create feedback loops that allow for the data and insights gained from testing to inform future creative strategies. This involves regular review sessions with your team to discuss what’s working, what isn’t, and how to iterate on creative concepts.</span></p><p><b><span>Cross-functional Collaboration</span></b></p><p><span>Ensure that your system encourages collaboration between creative teams, data analysts, and media buyers. Such collaboration ensures that insights are shared across departments, fostering a culture of continuous improvement and innovation.</span></p><h3><b><span>Dedicated Responsible</span></b></h3><p><span>For a creative testing system to truly be scalable, it requires dedicated oversight. This doesn’t mean one person doing all the work, but rather having a role within your team focused on overseeing the testing system as a whole. </span></p><p><img src='/images/content/photo-1552664730-d307ca884978.jpeg'></p><p><span>This role involves:</span></p><ul><li><span>Coordinating between different departments to ensure alignment on objectives and methodologies.</span></li><li><span>Overseeing the implementation of testing plans and sticking to timelines.</span></li><li><span>Analyzing results and sharing insights with broader teams to guide future creative development.</span></li></ul><h3><b><span>Reflecting on Your Creative Testing System</span></b></h3><p><span>Evaluating your current creative testing system is crucial. From time to time, try to answer these questions:</span></p><ul><li><span>Does it allow for scalability and flexibility? </span></li><li><span>Does it constantly output best-performing assets? </span></li><li><span>Is it integrated with the right tools and technologies to provide actionable insights? </span></li></ul><p><span>Building a robust system is an investment in the future of your paid social campaigns and it will enable you to navigate the complexities of digital advertising with confidence and precision.</span></p><p><span>The power of creative testing lies not just in the ability to pick winning ads but in creating a system that drives growth, learning, and adaptation. By focusing on building and refining this system, you position your brand to thrive in the dynamic landscape of paid social media.</span></p><h2><b><span>Optimizing Event Quality for Maximum Impact</span></b></h2><p><span>Optimizing event quality in your paid social campaigns is like fine-tuning a high-performance engine, every adjustment needs to enhance overall efficiency and drive towards your ultimate goal: maximum impact. </span></p><p><span>This process involves a deep dive into the technical aspects of your tracking and data collection, focusing on metrics that directly influence your bottom line. Let&#x27;s explore how to optimize these events, the role of first-party data, and the key metrics to guide your strategy. </span></p><p><img src='/images/content/event_quality_optimisation.png'></p><h3><b><span>The Core of Event Quality Optimization</span></b></h3><p><span>Event quality optimization is based on two critical concepts: incrementality and predicted CLV. Incrementality focuses on understanding the additional value generated by specific marketing actions, e.g. getting new customers, increasing your AOV, or improving your ROAS. It answers the question, &quot;What real difference did this ad make?&quot; Predicted CLV, on the other hand, estimates the total value a customer will bring to your business over their lifetime, guiding you to prioritize high-value customer segments.</span></p><p><b><span>Leveraging First-Party Data</span></b></p><p><span>First-party data is your most valuable asset in optimizing event quality. This data, collected directly from your interactions with customers, offers unmatched insights into their preferences, behaviors, and the customer journey. But instead of utilizing this data for more precise targeting, we suggest you try to build a model for better marketing optimisation events. </span></p><p><span>Instead of analyzing first-party data to identify customers who interact with a specific type of content to build new audiences, we suggest you try to find the data points that indicate when possible events that your best customer could do to use as an optimisation event. </span></p><p><span>Consider the power of predictive analytics. By analyzing your first-party data, you can identify not just the types of content that engage your best customers but also uncover patterns or behaviors that precede key conversion events. For example, you might find that customers who view certain product tutorials or engage in specific discussions on your platform are more likely to purchase the next interactions. These insights can then inform your optimization efforts, allowing you to tailor your marketing activities to encourage these behaviors.</span></p><h3><b><span>Actionable Metrics for Optimization</span></b></h3><p><span>To effectively optimize event quality, focus on the following metrics:</span></p><ul><li><b><span>Incrementality</br></span></b><span>Measure the direct impact of your ads by comparing the behavior of users exposed to the ad versus those who were not.</span></li><li><b><span>Predicted CLV</br></span></b><span>Calculate the predicted revenue a customer will generate during their relationship with your business.</span></li><li><b><span>Engagement Rate</br></span></b><span>Track how users interact with your content, identifying which types of engagement correlate with higher CLV.</span></li><li><b><span>Conversion Rate by Event</br></span></b><span>Analyze how different events contribute to conversions, focusing on those with the highest impact.</span></li></ul><p><span>By concentrating on these metrics, you can refine your paid social campaigns to ensure that every element, from targeting to content, is aligned with driving meaningful, impactful interactions. This strategic approach allows you to allocate your resources more efficiently, investing in the areas that promise the greatest return on investment and fostering long-term customer relationships.</span></p><h2><span>Campaign optimisation &amp; QA</span></h2><p><span>Here, we also want to highlight the critical role of optimization and QA, and how leveraging advanced systems and AI can transform this journey into a more predictable path to success.</span></p><h3><span>Optimization</span></h3><p><span>Optimization in paid social is a continuous cycle of assessment, adjustment, and analysis. It&#x27;s about making data-driven decisions to enhance campaign performance in real-time. Let&#x27;s break down this journey:</span></p><p><b><span>Assessment</br></span></b><span>The starting point involves a deep dive into current campaign metrics. You&#x27;re looking at performance data, seeking out underperforming ads, and identifying high-potential opportunities.</span></p><p><b><span>Adjustment</br></span></b><span>Armed with insights, you tweak your campaigns. Maybe you shift budgets towards high-performing ads, or you test new creatives for ads that aren&#x27;t hitting the mark.</span></p><p><b><span>Analysis</br></span></b><span>After adjustments, closely monitor the impact. How do the changes affect your KPIs? This step is crucial for learning what works and what doesn’t, guiding future strategies.</span></p><h3><span>Quality Assurance</span></h3><p><span>Quality Assurance is your safeguard against small errors that can significantly derail your campaigns. It&#x27;s a detailed inspection of every campaign element before launch and ongoing monitoring thereafter. Consider these steps:</span></p><p><b><span>Pre-Launch Checks</br></span></b><span>Review every ad creative, links, headline, and CTAs for accuracy and alignment with campaign objectives. Ensure UTMs are correctly implemented to measure campaign performance accurately.</span></p><p><b><span>Ongoing Monitoring</br></span></b><span>Regularly check live campaigns for any issues. Are ads displaying as intended? Are landing pages loading correctly? This helps catch and correct problems before they impact your results.</span></p><p><img src='/images/content/QA_blueprint_chart.png'></p><h3><b><span>Embracing the Future: AI and Advanced Systems</span></b></h3><p><span>The integration of AI and advanced systems offers a glimpse into the future of optimization and QA. These technologies can automate repetitive tasks, predict campaign outcomes, and even identify optimization opportunities you might miss. Imagine tech and AI-powered tools that:</span></p><ul><li><span>Predict the performance of different creatives, helping you select the best ones before spending a single ad dollar.</span></li><li><span>Automatically adjust bids and budgets in real-time based on campaign performance, maximizing ROI.</span></li><li><span>Conduct 24/7 QA checks, ensuring that issues are identified and addressed instantly, without human intervention.</span></li></ul><p><img src='/images/content/photo-1677442135703-1787eea5ce01.jpeg'></p><p><span>While we strongly recommend automating the maximum of daily operations, we are aware that these systems need to be monitored and assessed before rolling them out completely.  </span></p><p><span>Common mistakes include:</span></p><p><b><span>Over-Reliance on Automation</br></span></b><span>While AI and automation are powerful, they&#x27;re not infallible. Always keep a human in the loop for strategic decisions and creative insights.</span></p><p><b><span>Neglecting the Basics</br></span></b><span>In the rush to embrace new technologies, don&#x27;t overlook fundamental optimization and QA practices. Even the most advanced tools can&#x27;t compensate for a lack of solid foundational work.</span></p><p><span>In conclusion, optimization and QA in paid social are not just tasks to be checked off. They&#x27;re essential practices that require ongoing attention and refinement. By understanding the challenges, adopting a systematic approach, and leveraging the latest technologies, you can navigate the complexities of paid social with confidence. </span></p><h2><span>Summary</span></h2><p><span>As we wrap up our exploration into the future of paid social advertising, it&#x27;s clear that the landscape is more dynamic and competitive than ever. To thrive in 2024, brands must embrace a holistic approach that goes beyond traditional tactics. The pillars of creative testing, event quality optimization, and rigorous QA and optimization are not just strategies but essential components of a comprehensive framework designed to bring your paid social campaigns to new heights.</span></p><p><span>Creative testing is your laboratory, where innovation meets analysis to produce ads that not only capture attention but resonate deeply with your audience. Event quality optimization, on the other hand, is your compass, guiding your campaigns towards the most impactful and meaningful interactions. And finally, optimization and QA act as the satefy net of your campaign&#x27;s integrity, ensuring that every element performs at its best and aligns with your strategic goals.</span></p><p><span>Remember that the tools and technologies at our disposal are powerful allies. From AI-driven analytics to sophisticated automation platforms, these resources can amplify our efforts, streamline processes, and unlock new opportunities for growth and engagement. However, it&#x27;s the strategic, thoughtful application of these tools that will ultimately define our success.</span></p><p><span>In closing, by focusing on building robust systems your team can navigate the complexities of the digital landscape with confidence.</span></p>

Discover the essential strategies for success in paid social advertising in 2024. Learn how to excel with creative testing, optimize event quality, and ensure thorough optimization and QA to stay ahead in the competitive digital landscape.

Mastering Paid Social in 2024: Strategies for Creative Testing, Event Quality, and Optimization

Mastering Paid Social in 2024: A Guide to Creative Testing, Event Quality, and Optimization 

<h2><span>Introduction</span></h2><p><span>With the growing importance of ad creatives in paid social, creative reporting is a must-have for success. Marketers are constantly navigating between innovation and efficiency, striving to understand which ad creatives resonate most with their audience while optimizing for maximum return on investment. However, without a structured approach, this process can easily become prone to error, and be often based on intuition rather than data-driven insights. </span></p><p><span>At Kitchn.io, we understand that the true power of advertising lies not just in the creatives themselves but in the insights gathered from their performance. This isn&#x27;t just about numbers and charts anymore. Imagine being able to pinpoint exactly which creative elements resonate with your audience, understanding why some ads outperform others, and leveraging this knowledge to not only meet but exceed your marketing objectives.</span></p><p><img src='/images/creative_reporting_hero.png'></p><p><span>The &quot;Creative Reporting Blueprint,&quot; is your comprehensive guide designed to change your perspective on creative reporting. At the heart of this process are principles that many of us strive to integrate into our workflows: efficiency, productivity, and scalability.  That&#x27;s where the magic happens — when we align our creative reporting practices with these core values, we unlock the potential to not just participate in the market but to lead it.</span></p><p><span>So, whether you&#x27;re a seasoned marketer looking to refine your approach or just starting to explore the depths of paid social, this guide is crafted for you. We&#x27;ll dive into creative reporting, from gathering and analyzing data to making informed decisions that drive your creative testing forward. </span></p><h2><span>The Challenge of Creative Reporting </span></h2><p><span>Creative reporting in paid social advertising is crucial for evaluating campaign success, yet it can be very challenging for creative teams. Most of the creative reporting solutions are very data-dense, which can be far removed from the visual and narrative-driven approach typical of creative work. As a result, creative teams often struggle to interpret it without the help of marketers or data analysts. Creative professionals excel in crafting ads that engage and resonate, but they may find themselves at sea when faced with pages of analytics and metrics that don’t intuitively connect with their creative output.</span></p><p><span>The disconnect often come from how creative reporting is presented: rows upon rows of numbers and data points that, while rich with potential insights, aren’t immediately accessible or actionable to those steeped in the creative process. This format can make the data seem abstract and difficult to relate back to the specific creative elements it’s meant to evaluate. As a result, creative teams know their content is performing—they just don’t always have a clear understanding of the underlying reasons for that performance, making it challenging to apply these insights to future creative tests.</span></p><blockquote><i><span>Interpreting this data effectively requires a skill set that may not come naturally to everyone, especially those whose strengths lie in visual storytelling and design. </span></i></blockquote><p><span>The analytics involved in creative reporting demand not just a basic understanding of what each metric means but also the visual aspect, helping to connect data to the actual ad creative. </span></p><p><span>The solution to bridging this gap doesn’t involve transforming creative professionals into data analysts. Instead, it calls for a rethinking of how creative reporting is structured and delivered. </span></p><p><img src='/images/content/50a435033cf1ddfac881368a2d7ce5a3eba89527-fbDtYtmIaO.png'><caption>Creative report by Kitchn.io</caption></p><p><span>There’s a need for reporting tools and processes that can translate complex data into a format that’s both accessible and engaging for creative minds. Ideally, such tools would highlight key insights in a visual and intuitive manner, making it clear how specific creative choices impact overall campaign performance and audience engagement.</span></p><h2><span>Setting Up Creative Reporting</span></h2><p><span>The process of setting up creative reporting involves several nuanced steps, each designed to make insights easily available for marketing and creative teams. Let&#x27;s delve deeper into these steps to understand how to construct a robust reporting framework.</span></p><p><img src='/images/content/581529570136ccc2867f6a48556ccf5fc2035d10-vdRhywCMtw.png'></p><h3><b><span>Integration </span></b></h3><p><b><span>Data Aggregation</span></b></p><p><span>At the heart of an effective creative reporting system lies the crucial step of data integration. This process involves gathering data from an array of sources, including all used paid social platforms like Meta, Pinterest, TikTok, and others. Additionally, it is crucial to incorporate insights from on-site analytics tools like Google Analytics 4 as well as any relevant first-party data your organization holds.</span></p><p><span>By pulling data from all the sources you get a realistic picture and can evaluate the performance of each creative against your goals. It’s crucial step towards establishing a reporting system that not only sheds light on the performance of your campaigns but also sets the groundwork for creative testing and optimizations that pave the way for future campaign success.</span></p><p><b><span>Utilizing Advanced Integration Tools</span></b></p><p><span>To facilitate this level of integration, use advanced platforms that are designed to streamline the aggregation of data from the various sources you consider important, providing a unified and consistent data. By using platforms designed for this very purpose, you will get smooth experience that automates the data aggregation process.</span></p><p><span>This isn&#x27;t just about saving time or reducing the manual effort involved in collecting data, but about ensuring you never miss an important insight. With automated data gathering, the risk of overlooking essential insights or inaccuracies is significantly minimized. This system works tirelessly behind the scenes, ensuring that your creative reporting is always fueled by the most complete and accurate data available.</span></p><h3><b><span>Report Customization</span></b></h3><p><span>Customization is a crucial element in the area of creative reporting. It&#x27;s not just about generating reports. It&#x27;s about tailoring these reports to serve the unique needs and goals of various stakeholders within your company. From C-level executives seeking high-level insights to creative teams drilling down into the specifics of ad performance, customization ensures that each report is both relevant and actionable.</span></p><p><span>So, the first step in crafting effective reports is understanding who the report is for and what decisions it will inform. This means selecting KPIs that align with the overarching objectives of your campaigns and the strategic goals of your organization. For instance, while a C-level executive might prioritize ROI and overall campaign performance, a creative team may look for engagement metrics and creative-specific performance data. The beauty of customization is in its flexibility to adapt—ensuring that each report generated provides value and drives decision-making.</span></p><h3><b><span>Segmentation and Drill-Down Functions</span></b></h3><p><span>Segmentation plays a crucial role for braking down your data to uncover nuanced insights. By segmenting data by campaign or ad level, ad platforms, or creative types, you unlock the ability to perform targeted analyses that reveal how different tactics affect your performance. </span></p><p><span>This level of customisation allows for deep dives into specific areas of interest, enabling teams to identify trends, opportunities, and areas needing improvement. Whether it&#x27;s understanding which creative resonates best with your target audience or determining the call to action that delivers the highest ROI, segmentation ensures your analysis is detailed and insightful. </span></p><h3><b><span>Visualizations and Dashboards</span></b></h3><p><span>In a world of data, visualizations serve as a lighthouse, guiding stakeholders to key insights and trends. Dashboards and visual analytics transform raw data into intuitive, easily digestible formats, making it simpler for teams to grasp complex information at a glance. If you excel in visualisation, you will easily create custom dashboards that highlight essential KPIs, trends, and performance metrics. </span></p><p><span>For the creative teams, as mentioned earlier, it’s crucial to connect data and the visuals to ease the understanding of the most important KPIs and connect them to the visual elements of the ad creatives. Screenhots and preview link, for example, can bring data to life, facilitating a quicker understanding and enabling immediate action.</span></p><p><span>In summary, customization in creative reporting isn&#x27;t just about personalizing reports—it&#x27;s about making data work harder for you. By tailoring reports to meet the specific needs of different stakeholders, leveraging segmentation for in-depth analysis, and utilizing visualizations for clearer insights, creative reporting empowers teams to harness their data fully. In doing so, it not only streamlines the decision-making process but also paves the way for more strategic, data-driven approaches to creative testing and analytics. </span></p><h3><span>Turning Data into Actionable insights</span></h3><p><span>Turning data into actionable insights and strategic decisions is the cornerstone of performance marketing and paid social advertising. </span></p><p><span>In our </span><a href='/blog/creative-testing-blueprint'><span>creative testing blueprint</span></a><span>, we have developed a framework, which outlines stages of creative testing from testing waters to feeding the machine, we can understand how to evolve our creative strategies to maximize return on investment systematically. The data from creative reports will indicate you where you need to do more and where less. Here&#x27;s how to transform creative reporting data into a strategic asset for continuous optimization and learning.</span></p><p><img src='/images/content/37d1b9c5b2d83c7e0da3fef3584f4767f35e3148-SUhhzvLaat.png'></p><h3><b><span>Insight Generation</span></b></h3><p><b><span>Testing Waters &amp; First Tests</span></b></p><p><span>For those in the early stages of developing Facebook ad creatives, the focus should be on gathering a wide array of data to understand what resonates with your audience. Use these initial phases to experiment with different creative concepts, targeting strategies, and messaging. </span></p><p><span>Analyzing performance data helps identify patterns or elements that contribute to an ad&#x27;s success or failure. Look for insights not just in high-performing creatives but also in those that failed to meet expectations to understand what to avoid in the future.</span></p><p><b><span>Had First Success &amp; Creative Fatigue</span></b></p><p><span>Once you&#x27;ve identified one or two performing creatives, dive deeper into the data to understand why these were successful. Compare them against less successful ads to pinpoint what made them stand out. Was it the imagery, the copy, or the call-to-action? As you encounter creative fatigue, use data to refresh your understanding of engagement, exploring new creative angles that can sustain or improve performance without escalating costs.</span></p><h3><b><span>Strategic Decision Making</span></b></h3><p><b><span>Performed the First Tests &amp; Had First Success</span></b></p><p><span>Use insights from your initial tests to make informed decisions about where to allocate your budget. If certain creatives start showing promise, consider reallocating resources to these areas for further testing and refinement.</span></p><p><span>This stage is also crucial for planning A/B tests with a more strategic focus, testing not just creative elements but also audience, bidding and ad set settings. </span></p><p><b><span>Creative Fatigue &amp; Feeding the Machine</span></b></p><p><span>For those experiencing creative fatigue or looking to make the creative production process more efficient, strategic decision-making involves scaling what works and innovating around what doesn&#x27;t. Data from creative reporting should guide the development of new creatives, the retirement or iteration of fatigued ads, and the exploration of new platforms or audience segments. </span></p><p><span>At this stage, decisions should also consider the long-term sustainability of creative performance, focusing on building a diverse creative portfolio that can withstand market changes and platform algorithm updates.</span></p><h3><b><span>Continuous Optimization and Learning</span></b></h3><p><span>Across all stages, the emphasis should be on the iterative nature of creative reporting. Each cycle of data collection, analysis, and action provides new learning opportunities. </span></p><p><span>Creative reporting will facilitate this continuous optimization process, especially when you automate data aggregation, enable data segmentation and filtering, detailed analysis, and support the rapid deployment of test campaigns.</span></p><p><span>As you progress from testing waters to efficiently feeding the machine, remember that each piece of data holds the potential to refine your strategy further. Continuous learning from data not only helps in optimizing current campaigns but also in foreseeing future trends and preparing your strategy to leverage them effectively.</span></p><h2><span>Conclusion</span></h2><p><span>In a world where creative testing almost entirely defines the campaign success, mastering creative reporting is not just an option—it&#x27;s a necessity. Our &quot;Creative Reporting Blueprint&quot; is more than just a guide, but a transformative approach designed to help you build up your marketing strategies from the ground up. Through integration, customization, and a commitment to turning data into actionable strategy, this blueprint is your key to unlocking the true potential of your creative testing.</span></p><p><span>In conclusion, the future of advertising demands more than just creative brilliance or analytical expertise alone—it calls for a seamless blend of both.  As you implement our strategies, remember that the goal is not just to analyze but to understand. With Kitchn.io by your side, you&#x27;re well-equipped to turn your data into competitive advantage, leveraging strategic innovation to bring your team to new heights of success.</span></p>

This is your ultimate guide to creative reporting from Kitchn.io. Discover how to transform ad creative insights into strategic decisions. Learn to automate workflows, enhance efficiency, and drive your paid social campaigns to success with actionable data.

Mastering Creative Reporting in 2024 | Your Guide by Kitchn.io 

Creative Reporting Blueprint

<h2 id="18350ad9-6636-429b-8578-b6db54c7f4c1" class="">Intro</h2><p id="c8c767d3-9526-4fb9-9dac-2aaffba4a627" class="">Building a successful paid social team is no simple task, even if you are a paid social expert yourself. It involves more than just bringing together skilled individuals. It demands a strategic approach to defining roles, setting up processes, and establishing clear goals. Whether you are a founder of a new startup, an experienced media buyer, or a newly appointed team lead, it's crucial to build the paid social team to achieve your business goal.</p><p id="e64cac42-1935-4386-96a4-ff307279320a" class="">This guide has been specifically designed to assist you in navigating the complex process of assembling a paid social team. Whether you are creating a team from the ground up or looking to enhance an existing one, this guide provides essential insights and strategies. We'll cover everything from identifying key roles such as media buyers and creative strategists to developing streamlined workflows and measurable performance indicators. Our goal is to help you build a team that not only possesses the necessary skills but also works together harmoniously to achieve great results!</p><h2 id="e68e766d-0c21-4e03-bf9e-88d22737c060" class="">Defining an Efficient Paid Social Team</h2><p id="74ea04a5-82ee-4906-bf31-6a82c6522073" class="">The effectiveness of a paid social team is not just measured by its headcount, but by its operational efficiency. It's about the clarity and precision of each member's role and responsibilities. A team, regardless of its size, should have a structure where each member knows exactly what they're accountable for. This is essential, whether it’s in creative testing, media buying, reporting, or feedback processes.</p><p id="ad516fab-6d57-41c7-9554-6af049c09ce5" class="">In a well-defined team, everyone has a specific 'hat' to wear – a set of tasks and responsibilities that they own. The roles might vary based on the company's size, ad spend, and the volume of creative content required. For instance, in smaller setups, you might find team members juggling multiple roles, like a media buyer who also acts as a creative strategist. However, in larger teams, these roles become more specialized.</p><p id="57bb2789-c0e9-4cb5-b059-d823d3b8f4e2" class="">An efficient team isn't just about having people fill positions. It's about establishing a process that's smooth and clear, equipped with the right tools and a solid understanding of who owns each part of the process. This approach minimizes wasted time, ensures clearer handoffs, and promotes a rhythm of work that aligns with the team's goals. Ultimately, the efficiency of a paid social team lies in the harmony of its members working towards a common objective, each contributing their expertise to the overall success of the team.</p><h2 id="76b905cb-0db1-4167-b0e7-2616fe9ddde0" class=""><strong>Essential Roles in a Paid Social Team</strong></h2><p id="5986af0e-3ad4-4c7d-830c-6aa81409a1cb" class="">The composition of your team can make or break the success of your campaigns. Understanding the essential roles within a paid social team is crucial, as each member plays an important role in driving the overall strategy and execution of your advertising efforts.</p><h3 id="37e05c51-aea3-4c45-8f25-5f6324888005" class=""><strong>Media Buyer</strong></h3><p id="19210050-4ebb-4af3-acae-1e69aa47cce0" class="">The media buyer, sometimes referred to as a performance marketer, is a foundation of the paid social team. This role involves more than just purchasing impressions, it requires a deep understanding of various platforms and the ability to launch and manage campaigns effectively. The media buyer is responsible for the results of these campaigns, ensuring that successful ads are scaled and underperforming ones are adjusted or ceased. This role demands a keen eye for detail, analytical skills, and the ability to make swift, informed decisions based on campaign performance data.</p><figure id="663e4c67-b4f7-4902-b277-87e05b16e0cb" class="image"><a href="/images/content/media_buyer_bullet_points.png" target="_blank"><img style="width: 1024px" src="/images/content/media_buyer_bullet_points.png"></a></figure><h3 id="0231e2dc-3b16-434e-b100-03e4fd1150e6" class=""><strong>Creative Strategist</strong></h3><p id="da76be5d-abca-479e-9a1c-2ffa611a46b7" class="">In many teams, especially smaller ones, the creative strategist often wears multiple hats, combining the roles of a media buyer and a creative. But the role of creative strategy in a paid social team is so important, that if you have a chance to hire just one superstar into your team, we’d say it should be a creative strategist. A creative strategist brings to the table a unique blend of understanding both the brand and the nuances of social media platforms, making their role crucial in driving the success of ad campaigns.</p><blockquote id="5ab6440a-2cd4-4cad-ad72-c6136edea64b" class=""><em>The role of creative strategy in a paid social team is so important, that if you have a chance to hire just one superstar into your team, we’d say it should be a creative strategist.</em></blockquote><p id="4893d768-8657-442c-8d86-7eac6cda8e8c" class="">A creative strategist is tasked with knowing the ins and outs of various ad platforms and the environments where ads are displayed. Their job is to ideate, create strategies that resonate with the target audience, and ensure that the ads align with the brand's voice and objectives. This role requires a deep understanding of what's currently working in the market, knowledge of competitors, and the ability to anticipate trends.</p><p id="d82d2651-3e03-4853-8f6d-e621c2fd330e" class="">In smaller companies or teams, the creative strategist often combines roles – they might handle aspects of media buying while simultaneously developing creative concepts. In larger teams, this role becomes more specialized, focusing solely on creative ideation and strategy.</p><p id="5e74c2b8-a0a2-402e-b881-3e74f7902208" class="">The creative strategist plays a critical role in the feedback loop, especially in teams where roles like media buying and video editing are distinct. They provide direction and feedback to those creating the ads – whether it's video content, ad copy, or overall campaign themes. Their insights ensure that the creatives are not just high-quality but also are likely to achieve the desired objectives.</p><figure id="d015b0b2-4bb9-4491-b741-d1029a0e4c89" class="image"><a href="/images/content/creative_strategist_bullet_points.png" target="_blank"><img style="width: 1024px" src="/images/content/creative_strategist_bullet_points.png"></a></figure><h3 id="6670ae01-9aaa-4bd5-a22e-530c07bd40b3" class=""><strong>Video Editor</strong></h3><p id="40e94fae-a287-4234-a82c-813e37a1e841" class="">With the growing importance of video content in digital advertising, the video editor plays a critical role in the team. They are responsible for creating compelling video content that captures the audience's attention and effectively communicates the product's value. This role involves editing existing materials like user-generated content, raw footage, and stock footage, and creatively combining these elements with music, overlays, and other enhancements to produce engaging and effective ads. In smaller companies, this role might be merged with that of the media buyer or creative strategist, but as the team grows, it becomes a specialized and vital function.</p><figure id="854ac342-b564-4c48-94bb-af3c3550ba5a" class="image"><a href="/images/content/video_editor_bullet_points.png" target="_blank"><img style="width: 1024px" src="/images/content/video_editor_bullet_points.png"></a></figure><h3 id="65b58348-47b2-44a8-9c2f-8480261eade6" class="">Feeeback Loop, Team Size and Personal Growth</h3><p id="c2433755-c288-458e-b58b-ac43c7107c7c" class="">An important component of an efficient paid social team is the feedback loop, especially between the media buyer and the video editor. Clear and continuous communication ensures that the creatives align with the campaign's goals and adapt based on performance data. This loop is essential for refining strategies and maximizing the impact of each ad.</p><p id="ce6b6440-6a67-462d-869f-9cef54bc007c" class="">The structure of the team often varies depending on the company's size and ad budget. In a smaller setup, you might find one person managing multiple roles, while in larger organizations, these responsibilities are distributed among specialized individuals. The key is to maintain a balance between creative ideation, technical execution, and performance analysis, regardless of the team's size.</p><p id="0bb04f87-831f-4b61-8ba3-5c6bf1d6e755" class="">Building a stellar paid social team requires a strategic approach to role assignment. Each member, from the media buyer to the creative strategist and video editor, plays a unique role in crafting and executing a successful advertising strategy. Ensuring clear responsibilities, fostering collaboration, and adapting roles to fit the team's size and budget are essential steps in creating a team that works harmoniously to achieve outstanding results in the competitive world of paid social advertising.</p><h2 id="805bbefc-0263-4c19-9f2d-62b4896b0e7d" class="">Key processes and workflows</h2><p id="e1a7fa02-e22b-4251-9e42-265fc363de6d" class="">Establishing key processes and workflows is fundamental to the success of your team. These processes not only streamline operations but also ensure that every team member is aligned with the overall strategy and objectives. An efficient workflow facilitates clear communication, effective handovers, and ultimately, high-performing campaigns.</p><figure id="22928bc6-fd53-4da3-bfef-94655c7b4590" class="image"><a href="/images/content/key_paid_social_processes.png" target="_blank"><img style="width: 1024px" src="/images/content/key_paid_social_processes.png"></a></figure><h3 id="13099e3c-a629-4df1-9bdc-a1191ba6267d" class=""><strong>Weekly Meetings and Reporting</strong></h3><p id="4f179c7e-0097-4a46-88d0-82e7fc0d4b49" class="">A critical process in managing a paid social team is holding regular meetings, preferably weekly. These meetings are opportunities to review current ad performances, discuss successful and underperforming creatives, and align on the upcoming strategy. These meetings should focus on analyzing what ads are performing well, identifying trends, and understanding why certain creatives resonate with the audience. This information is invaluable for the creative strategists and the video editors, as it informs their future creations.</p><h3 id="51879833-b262-4a12-9045-9d7b9ba33933" class=""><strong>Competitor and Market Research</strong></h3><p id="7d93fa38-7463-4e94-86ec-e27868fa4a01" class="">Regular market and competitor research are essential tasks for the creative strategist. This research provides insights into successful ads from competitors, market trends, and potential new creative ideas that could be adapted to your brand. Keeping a pulse on the market ensures that your team's strategies remain relevant and innovative.</p><h3 id="41717b59-7fc5-49f4-b2be-eaf9c2e9e4f0" class=""><strong>Idea Generation and Brainstorming</strong></h3><p id="224065de-60bf-49ad-bfd0-28c9ba7772ff" class="">A core part of the team's workflow is the ideation phase. Here, the creative strategist plays a crucial role in proposing new advertising concepts based on their research. Brainstorming sessions can be beneficial, allowing the team to refine these ideas collectively and agree on the creative direction for upcoming campaigns.</p><h3 id="11d8ceac-f668-46af-aec0-2b75ce5191d9" class="">Ad <strong>Creative Development and Feedback Loop</strong></h3><p id="22c0473c-e2f2-4a24-a6f8-f402a313929a" class="">Once new ideas are agreed upon, the video editor begins creating the ads. During this phase, a constant feedback loop between the creative strategist and the video editor is vital. This loop ensures that the creatives are aligned with the brief and are likely to resonate with the target audience. The creative strategist provides guidance and feedback, ensuring the final ad is both high quality and strategically sound.</p><h3 id="95146c0a-c09b-4b02-ba40-0c617e5ef50d" class=""><strong>Asset Preparation and Campaign Launch</strong></h3><p id="9f5d07cc-cb69-430c-af5e-f5700ac55544" class="">After the creatives are finalized, they are prepared for launch. This involves ensuring that all assets are correctly named, tagged, and uploaded to the necessary platforms. Naming conventions and organization are crucial here to avoid confusion and ensure efficient campaign management.</p><h3 id="203e2378-f420-4bce-a9f7-2a492ac6b2e7" class=""><strong>Performance Analysis and Adjustments</strong></h3><p id="7544612a-4de9-4dfc-9a36-4c9edc56e4b0" class="">Once the campaigns are live, the media buyer monitors their performance closely. This involves analyzing metrics such as CTRs, engagement, and conversion rates. Based on this data, the media buyer makes adjustments to optimize the campaign’s performance. This could mean reallocating budget, tweaking targeting parameters, or swapping out underperforming creatives.</p><p id="30af08dc-99d0-411d-a77e-800df20d8754" class="">Implementing a two-week cycle can be an effective approach. In this model, new campaigns are launched every other week, allowing for a continuous flow of testing, analysis, and refinement. This cycle ensures that there is always fresh content in the market, and learnings from one cycle can be quickly applied to the next.</p><h2 id="404701c5-9034-41a2-ae7c-1ec3360f19ae" class="">Goal Setting and Performance Metrics</h2><blockquote id="dc5643d1-4dae-41ff-94e0-47eaf7ba0096" class=""><em>Two essential metrics for a paid social team are ad volume and hit rate.</em></blockquote><p id="1a5f78f6-8a39-4feb-879d-82c7ab082648" class="">Effective goal setting and performance metrics will provide a clear direction but also serve as benchmarks for evaluating the team's performance and the impact of their campaigns. These goals should be specific to each team member's role and aligned with the broader objectives of your marketing strategy. For instance, a media buyer might have goals related to campaign ROI or ad spend growth, while a creative strategist's goals might focus on the hit-rate of all ads they develop. It's important that these goals are realistic and measurable, providing a clear target for the team to aim for.</p><p id="bc71fe21-425d-425c-8f2b-2215fc3f2a4b" class="">Two essential metrics for a paid social team are ad volume and hit rate. Volume refers to the quantity of creatives or campaigns produced within a specific timeframe. This metric helps in understanding the team's capacity and efficiency in content creation. The hit rate, on the other hand, measures the success rate of these creatives or campaigns. It indicates how many of the launched ads perform well enough to move from the testing phase to full-scale deployment. A high hit rate suggests that the team is not only producing a significant number of creatives but also that these creatives are resonating well with the target audience.</p><figure id="b531aac9-3c1c-4bb6-8401-b70ad35a7731" class="image"><a href="/images/content/hit-rate_calculation.png" target="_blank"><img style="width: 1024px" src="/images/content/hit-rate_calculation.png"></a></figure><p id="da6175d7-4adc-4f7d-8bc6-0d71f9783a5e" class="">Performance metrics such as click-through rates, conversion rates, and engagement levels are crucial in assessing the effectiveness of each campaign. These metrics offer insights into how well the audience is responding to your ads and where there might be room for improvement. For example, a low conversion rate could indicate a need for a compelling ad copy.</p><h2 id="a2188da5-8023-4763-9b17-8ee2bd9172df" class="">Integrating Technology and Data in Team Processes</h2><p id="d3cc2565-ef43-42d7-9028-5b5ec8c5533b" class="">In the context of a paid social team, technology and data come into play in various aspects. First and foremost, they are vital in tracking and measuring the performance of campaigns. With the right tools, teams can gather detailed insights into how their ads are performing in terms of engagement, conversion rates, and ROI.</p><p id="9c960315-35e5-4783-a15b-e0f418118579" class="">Additionally, technology aids in automating certain aspects of the campaign process. For instance, tools can be used for scheduling ads, optimizing bids, and segmenting audiences, which can significantly reduce the manual workload on the team. Automation ensures that campaigns are executed more efficiently, allowing the team to focus on strategy and creative development.</p><p id="09e0f705-5447-494c-9d6d-91b7884a3fe5" class="">For a paid social team, particularly those managing extensive campaigns, assigning a specific role to handle technology-related tasks can significantly improve operational efficiency. This role would involve managing tracking setups, guaranteeing data precision, and interpreting analytics to guide strategists and media buyers. In this context, a solution like Kitchn.io becomes invaluable, by automating these tasks to ensure efficiency and accuracy.</p><p id="c4042ea4-a6ea-4725-9eda-0ef87286df56" class="">For smaller teams, where roles like media buying and data analysis often overlap, Kitchn.io proves even more beneficial by streamlining these responsibilities, allowing team members to focus more on strategy and creative development.</p><p id="13405c78-ff4f-4ec7-915e-5e92f9142b89" class="">It's also important to consider the role of developers and IT professionals in larger organizations, where they might handle more technical aspects like systems integration. However, for the marketing team, having an understanding of these technical aspects and being able to communicate effectively with IT professionals is often enough.</p><h2 id="d6f354c2-3db6-4456-ac12-6eb6337ad30f" class="">Summary</h2><p id="1b1a7e7c-4d6d-44aa-b6ae-13e83cd7d739" class="">In conclusion, building a high-performing paid social team involves more than assembling a group of skilled individuals. It requires a strategic approach to defining roles, implementing efficient processes, setting clear goals, and leveraging the power of creative strategy. Integrating technology and data is also crucial in optimizing performance and staying ahead in the competitive landscape of digital advertising.</p><p id="5ae0ab7f-ed19-4ad4-9200-a4a8b6110910" class="">By following these guidelines, you can build a team of superstars that not only excels in their individual roles but also collaborates effectively to achieve collective success. This guide serves as a roadmap to help you navigate the complexities and build a paid social team that drives impactful results.</p>

Discover key strategies for building a high-performing paid social team. Learn about role definition, process optimization, and leveraging creative strategy to achieve results in paid social. For founders, media buyers, and team leads.

Building an Effective Paid Social Team: Strategies for Success

How to build a superstar paid social team

Maximize efficiency of your TikTok ads with Kitchn.io's automations. Discover how to save time and enhance ad performance now with out top 5 picks.

2024 Guide: Top 5 TikTok Ad Automations by Kitchn.io

TikTok ad automation to use in 2024: Our Top 5

<p>Running multiple brands within one paid social team? Managing multiple brands under one umbrella comes with its unique set of challenges and opportunities. Whether your company ventured into the multi-brand strategy by design or through evolution, one thing is clear: standardization and automation are your closest allies in this journey. They not only improve operational efficiency but are key to scaling your efforts—especially in the fast-paced world of paid social advertising.</p><p>In this blog post, we will explore the structure of paid social teams within multi-brand companies, delve into the challenges of standardizing processes, and offer actionable insights into implementing standardization and automation effectively.</p><h2 id="why-building-robust-processes-is-particularly-important-for-multi-brand-companies">Why building robust processes is particularly important for multi-brand companies?</h2><h3 id="unique-business-model-that-focuses-on-scaling">Unique business model that focuses on scaling</h3><p><img src="/images/content/multi-brand_vs_single_brand.png" alt=""></p><p>There are generally two paths that companies take to become multi-brand entities. The first is by design: some companies start with a clear intention of creating an array of products for varied markets. Their goal is to spread risk and diversify their portfolio from the get-go. The second path is evolutionary: a company may start with a single product or brand and expand as it identifies opportunities in different markets.</p><p>No matter the journey to becoming a multi-brand company, a common thread runs through all: an emphasis on processes, repeatability, and standardization. This focus allows them to leverage existing infrastructure and operations across multiple brands, making it easier to manage complex operations. Automation is often a key part of this strategy, particularly for activities like ad creation, quality assurance, and reporting.</p><p>By efficiently managing their operations, these companies can quickly adapt to market changes and scale their efforts without necessarily scaling their teams. That’s not just smart business, it’s absolutely vital in today’s fast-paced marketing environment.</p><h3 id="unique-structure-of-paid-social-teams-in-multi-brand-companies">Unique <strong>Structure of Paid Social Teams in Multi-Brand Companies</strong></h3><p>In the dynamic world of multi-brand companies, the structure of paid social teams takes on a nuanced, yet incredibly significant role. Unlike smaller entities or single-brand companies, these corporations need to craft a team structure that balances both brand specificity and shared expertise.</p><p>Multi-brand companies often consist of diverse roles tailored to serve specific functions. At the heart of every brand there is usually Brand Leads. These are individuals deeply invested in understanding a particular brand or market within the company's portfolio. They ensure that the brand's unique voice and strategy align with targeted marketing campaigns.</p><p>In addition to brand leads, specialists and consultants form the backbone of the team. They work closely with the brand leads and junior media buyers to offer specialized insights into paid social strategies. Their role becomes even more critical when you’re overseeing 6+ digit monthly budgets or managing multiple ad accounts.</p><p>It's crucial to find the right balance between brand-specific strategies and shared resources. One way multi-brand companies achieve this balance is through internal consultations. For example, paid social experts often serve as internal consultants to various brand leads, providing a pool of shared expertise that can be tapped into as needed. This ensures that while each brand receives specialized attention, they also benefit from the broader knowledge and experience within the team.</p><h2 id="paid-social-automation-opportunities-for-multi-brand-team">Paid Social Automation Opportunities for Multi-Brand Team</h2><p><img src="/images/content/paid_social_automation_for_multi-brand.png" alt=""></p><h3 id="bulk-ad-upload-and-management">Bulk Ad Upload and Management</h3><p>Creating and managing ads and ad creatives is a colossal task, and for teams juggling multiple brands, this task is exponentially more complex due to unique brand blueprints that need to be followed for diverse brands.</p><p>Automation can be a total game-changer in this scenario. Envision being able to craft hundreds of ads with a few clicks, using different templates for various brands along with <a href="https://www.kitchn.io/solutions/bulk-ad-creation" target="_blank">bulk upload features</a>.</p><p>Ad templates are central to efficient ad creation, serving as customizable blueprints. They will help you to maintain brand integrity while enabling scalability. With these templates, teams can easily onboard new members and brand on the existing processes, while maintaining the brand identity. The automation of this process with a template library streamlines production, allowing creative teams to focus on strategic initiatives rather than repetitive tasks.</p><p><img src="/images/content/bulk_ad_uploading.png" alt="Bulk Ad Uploading Template by Kitchn.io"></p><p>Adopting this solution is crucial not only because it is the domain where most man-hours are spent, but also because it is an area prone to human error. By automating this process, your team can shift their focus from mechanical tasks to the analytical and creative aspects of marketing.</p><h3 id="cross-brand-reporting">Cross-Brand Reporting</h3><p>Compiling reports for one brand is demanding, but synthesizing insights from several brands can be overwhelming. When each brand serves a different audience and purpose, a one-size-fits-all reporting method is impossible here. In this case, the team needs a solution that allows them to easily modify the KPIs and tie them to a specific brand or campaign.</p><p>An automated solution needs to provide insights in a way that's meaningful to each brand’s specific strategy and objectives, enabling decision-makers to develop strategies that align with the unique business approaches and audiences of each brand.</p><h3 id="quality-assurance-automation">Quality Assurance Automation</h3><p>Quality assurance is not just about ticking off checklists in case of multi-brand companies, it's about upholding the integrity of a brand's image. <a href="https://www.kitchn.io/solutions/quality-control" target="_blank">Automated QA</a> processes can be tuned to the specifications of each brand, ensuring that all creatives not only meet general standards but also reflect the specific ethos and compliance requirements of each brand. This type of individualized attention to detail is what differentiates a successful multi-brand strategy from a generic one.</p><p><img src="/images/content/QA_image.png" alt="QA automation by Kitchn.io - example"></p><h3 id="campaign-monitoring-and-adjustments">Campaign Monitoring and Adjustments</h3><p>Each brand within a multi-brand portfolio has its own set of KPIs and performance benchmarks. Automation solutions should be readily adjustable to each brand's unique parameters. For instance, automation can dynamically adjust spending based on brand’s budget, ensuring that every single brand is getting the attention it deserves.</p><p>In a multi-brand strategy, it's not just about automating tasks—it's about automating them in a way that respects the distinct identity and business model of each brand, all while benefiting from the scalability and efficiency that automation brings.</p><h2 id="challenges-in-standardising-and-automating-processes-for-multi-brand-companies">Challenges in Standardising and Automating Processes for Multi-brand companies</h2><p>While the benefits of <a href="https://www.kitchn.io/blog/building-robust-processes-in-paid-social" target="_blank">standardizing processes</a> in multi-brand companies are numerous, the path to achieving this standardization could be very challenging. These hurdles can appear in various forms, from resistance to change within the team to the complexity of coordinating multiple brand strategies. Let’s explore some of these challenges in greater detail.</p><h3 id="risk-of-top-down-assessments">Risk of Top-Down Assessments</h3><p>One of the key challenges is the risk associated with top-down assessments. Often, upper management may try to enforce standard processes without having a nuanced understanding of the day-to-day realities of the marketing team. While the intent might be to streamline operations, the risk of these theoretical models not translating into practical efficiency is high. This makes it crucial to involve team members who are involved in daily operations, executing these tasks, in the standardization process.</p><h3 id="navigating-brand-specific-needs">Navigating Brand-Specific Needs</h3><p>Each brand in a multi-brand portfolio likely has its own unique customer demographics, market conditions, and even regulatory landscapes. Trying to implement a one-size-fits-all process can compromise the unique strengths and requirements of each brand. Striking a balance between standardization and customization becomes a significant challenge. Processes need to be flexible enough to accommodate brand-specific nuances while still maintaining a degree of standardization for efficiency.</p><h3 id="data-consistency-issues">Data Consistency Issues</h3><p>In an environment with multiple brands, the volume and variety of data can be overwhelming. Different brands may use different metrics or KPIs to measure success, making it difficult to have a single, coherent view of performance. Implementing a standardized data management system can be a significant challenge, but it's crucial for informed decision-making.</p><h3 id="resistance-to-change">Resistance to Change</h3><p>Changing established processes can be met with resistance, particularly from team members who have been accustomed to a specific way of doing things. Managing this change requires a thoughtful approach, not just in communicating the 'what' but also the 'why' behind these changes. It's a change management exercise that involves much more than just new software or process maps, it involves people.</p><p>Standardizing processes for multi-brand companies isn't just about identifying best practices; it's also about consistently implementing these across various brands. By automating repetitive tasks and integrating seamlessly with tools your team already uses, such platforms can significantly smooth the path to standardization.</p><h2 id="implementing--automation">Implementing Automation</h2><p>Once you've recognized the challenges and understood the imperatives of standardizing processes in a multi-brand environment, the next step is to strategize its implementation. Here’s how to lay down a robust foundation for rolling out automation and standardization.</p><h3 id="starting-small-one-brand-or-one-use-case">Starting Small: One Brand or One Use Case</h3><p>The most common approach is to start with one brand as a pilot. Initiating with a limited scope allows you to test the waters, evaluate the efficiency of new processes, and make necessary adjustments before rolling it out company-wide. You can start with one specific brand or even a particular use case within a brand to pinpoint the areas that benefit the most from automation and standardization.</p><p>Beyond just selecting a single brand, companies can take it one step further by concentrating on a specific use case within that brand. For example, if your team spend most of their time creating ads, it would make sense to start automating ad upload process. By focusing on a particular use case, you have the opportunity to get even more granular with your assessments, isolating variables and making precise refinements before a broader rollout.</p><p>Starting with a single brand or use case also helps mitigate risk. Imagine discovering a critical flaw in your automation strategy after you’ve already rolled it out across multiple brands. The financial and operational implications could be severe. A phased approach, beginning with one brand, allows for a more manageable risk profile and the opportunity to fine-tune your strategies before they impact the entire portfolio.</p><h3 id="iterative-adjustments">Iterative Adjustments</h3><p>Once the pilot is up and running, attention turns to evaluation. The key metrics for success aren't just performance indicators like return on ad spend or customer engagement. It’s also about how much more efficient the team becomes and how easily the new processes can scale. Remember, one of the objectives here is to create processes that can be replicated easily across brands, facilitating efficient management of multiple operations.</p><p>Initial findings from the pilot brand should inform iterative adjustments. When multibrand companies decide to expand beyond one brand, they usually aim to have several brands in their portfolio. Scaling operations becomes a priority.. The insights gained from the first rollout can serve as a playbook—identifying what works well and what doesn’t, so that when it comes to extending these efforts to other brands, you're not starting from scratch.</p><h3 id="people-first-approach">People-First Approach</h3><p>Change is often met with resistance, and it's no different when introducing new processes or automation tools. That's why it's vital to take a people-first approach. Involve team members early in the process and make them a part of the change. When people understand the benefits and have a stake in the outcome, they're far more likely to be champions rather than obstacles.</p><p>An integral part of rolling out new processes or platforms is educating the team. Ensure everyone knows not only how to use new systems or follow new procedures but also why it's important. Tools are only as good as the people using them; so, thorough training should be a cornerstone of your strategy.</p><h3 id="conclusion">Conclusion</h3><p>Implementing automation and standardization across multiple brands is far from simple but, if executed correctly, can set the stage for unprecedented growth and efficiency. By adopting a strategic, step-by-step approach, and utilizing specialized tools, companies can substantially mitigate risks and successfully navigate the complex landscape of multi-brand management.</p>

Discover how automation and stardadrisation can help you multi-brand company scale. Learn how to enhance efficiency, and streamline paid social operations across multiple brands with actionable insights and expert strategies.

Paid Social Management for multi-brand companies: Implementing Automation & Standardization

Paid Social Automation for multi-brand companies

<h2 id="introduction"><strong>Introduction</strong></h2><p>You might think that as a marketer, your primary concerns should revolve around ROI. While it’s undeniably important, there's another aspect that often gets overlooked but can make or break your ad performance: processes.</p><p>Running a complex paid social team includes joggling multiple variables — budgets, creatives, metrics. Now, think about how you manage all these elements. Are you manually pulling data into spreadsheets, uploading ads into Meta or TikTok? These are all part of your operational processes, and their efficiency can dramatically affect the success of your campaigns.</p><p>The inconvenient truth is that sticking to inefficient operations can cost you more than you might realize. Time spent on thinking how to approach tasks is time taken away from strategic planning, testing new creatives, and driving innovation. And it's not just about time.</p><p>Bad processes can be like sand in the gears, decreasing your team's productivity in half and cutting the energy that could be better directed towards more strategic tasks. Moreover, inefficient processes can be expensive, eating away at your budget without providing a commensurate return on investment.</p><p>So, why should you, as a marketer, care about processes? Because they are the backbone of your operations. The quality of your processes can determine how well your marketing machine runs. In this blog post, we're going to delve into the critical importance of optimizing processes and why they deserve more of your attention.</p><h2 id="why-you-should-not-ignore-processes"><strong>Why You Should Not Ignore Processes</strong></h2><p>While your media buying strategy and creative ideation are vital, ignoring processes can lead to multiple setbacks. Here's why processes should be on your radar as much as your KPIs and ROI.</p><p><img src="/images/content/why_you_shouldnt_ignore_processes.png" alt=""></p><h3 id="scaling-difficulties"><strong>Scaling Difficulties</strong></h3><p>In the early stages of a paid social marketing, you might manage to get by with not optimal processes. The real problems emerge when you try to scale. As your campaigns grow in complexity—more channels, more creative testing, bigger budgets—the cracks in your processes start to show. Each new layer adds a level of complexity that your existing processes may not be equipped to handle.</p><p>Ignoring the need for robust processes as you scale can become an obstacle. You'll find yourself in a cycle of firefighting, always a step behind the evolving needs of your campaigns. This reactive approach can cost you valuable time, prevent you from seizing new opportunities, and ultimately damage your growth trajectory.</p><h3 id="wasted-time"><strong>Wasted Time</strong></h3><p>Time is a limited resource, and in the fast-paced world of paid social marketing, every second counts. When your processes are inefficient, you're essentially throwing time out the window. Manually entering data into spreadsheets, waiting on email approvals, or chasing down team members for updates are all examples of how poor processes can waste time.</p><p>This isn't just about the minutes ticking away on a clock, but about the opportunity cost. While you're drowning in manual tasks and inefficiencies, your competitors are optimizing their processes and capturing market share. The time you save by fine-tuning your processes can be redirected towards creative and strategic initiatives that make a real impact on your success.</p><h3 id="increased-error-rates"><strong>Increased Error Rates</strong></h3><p>Human error is unavoidable, moreover, it's part of being human. However, inefficient or absent processes amplify the risk of mistakes happening. When your team is juggling multiple tasks due to poor processes, the odds of missing a critical detail or making a data entry error increase substantially. And it's not just minor error - imagine your media buyer accidentally adding an extra 0 to your bid while rushing to create multiple campaigns.</p><p>The possibility of increased error rates go beyond immediate damages. They can compromise the integrity of your data, skew your analysis, and lead to poor decision-making. Over time, constant mistakes can also affect your team's reputation, as customers and stakeholders expect a certain level of professionalism and reliability. Ignoring the need for streamlined processes adds an unnecessary layer of risk that can be mitigated by giving processes the attention they deserve.</p><p>By giving due attention to processes, you're investing in a safety net that guards against common pitfalls in your paid social marketing. Whether you're aiming to scale effectively, save time, or minimize errors, robust processes are your weapon for sustained success.</p><h2 id="the-hidden-costs-of-inefficient-processes"><strong>The Hidden Costs of Inefficient Processes</strong></h2><p>While we've discussed the visible consequences of neglecting processes, there are hidden costs that can silently affect your marketing budget, team morale, and potential opportunities. Understanding these hidden costs is essential to fully grasp why streamlined processes should be an integral part of your marketing strategy.</p><p><img src="/images/content/the_hidden_costs_of_inefficient_processes.png" alt=""></p><h3 id="financial-costs"><strong>Financial Costs</strong></h3><p>It's not uncommon to hire highly skilled specialists with the intention of having them focus on strategy and high-level tasks. However, if you're operating within inefficient processes, you'll find these experts spending their time on firefighting rather than what they were actually hired for. When you factor in their high salaries, this equates to an ineffective allocation of your financial resources.</p><p>Let's put it this way: you're paying your specialized staff the same hourly rate whether they're manually uploading ad creatives to various ad managers or whether they're deeply involved in developing a holiday season media buying strategy. Every hour spent on manual tasks is an hour not spent on valuable strategic work. You hired your experts for their specialized skills and insights, so it's in your best financial interest to ensure they spend more of their time on activities that deliver the most value.</p><p>The reality is, poor processes are financially unsustainable in the long run. Whether it's in missed revenue opportunities or increased operational costs, inefficient processes take a financial toll that can bring down your campaigns’ profitability.</p><h3 id="team-morale"><strong>Team Morale</strong></h3><p>Inefficiency doesn't just hurt your bottom line; it also affects your team's morale. When processes are unclear or ineffective, your team members struggle to contribute to their full potential. The lack of clarity leads to confusion, duplicated efforts, and frustration—ultimately impacting the overall performance and well-being of your team.</p><p>A demoralized team is less productive and more prone to errors, creating a vicious cycle that further deteriorates process efficiency. Optimized processes not only improve workflow but also empower your team members, boosting their morale and their ability to contribute meaningfully to the company's goals.</p><h3 id="opportunity-costs"><strong>Opportunity Costs</strong></h3><p>If we look beyond the immediate financial losses and team morale, we'll find the hidden opportunity costs that are sometimes hard to quantify but are incredibly impactful. The time your team spends figuring out how to request new creatives is time not spent on market research, creative brainstorming, or strategy optimisation.</p><p>While you deal with inefficiencies, your competitors move ahead, capitalising on market opportunities and refining their strategies. Therefore, the real cost of inefficient processes is not just what you're spending now but what you're losing in terms of future growth and success.</p><p>By taking a holistic view that includes both visible and hidden costs, it becomes clear why processes are a the core of your success in paid social marketing. They are not just operational necessities but strategic imperatives that directly influence your financial health, team morale, and growth opportunities. In a competitive landscape, a focus on efficient processes isn't just a good-to-have, it's a must-have.</p><h2 id="defining-standardising-and-streamlining-your-paid-social-marketing-processes"><strong>Defining, Standardising, and Streamlining Your Paid Social Marketing Processes</strong></h2><p>Recognizing the importance of solid processes is just the starting point. The next step is <a href="https://www.kitchn.io/blog/building-robust-processes-in-paid-social" target="_blank">building those processes</a> (we have a blog post about it!) into the framework of your paid social marketing efforts. Think of this as laying the foundation for a house - a strong foundation ensures that everything that comes after is more stable and reliable. Here's how you can go about it.</p><p><img src="/images/content/definying_stajdardising_streamlining.png" alt=""></p><h3 id="step-1-define-your-key-processes-and-write-down-sops"><strong>Step 1: Define Your Key Processes and Write Down SOPs</strong></h3><p>Begin by detailing out the primary processes that guide your paid social marketing team. This involves everything from creative concept development to data analysis. Creating Standard Operating Procedures (SOPs) is an essential next step. These SOPs serve as the rulebook, detailing each step in your process. They eliminate guesswork and allow for a more seamless handover of tasks within the team and other internal or external stakeholders.</p><p>Not only do SOPs help your current team members, but they are also invaluable resources for training new hires. They serve as a training manual that new staff can refer to, ensuring they get up to speed as quickly as possible, reducing the learning curve time and making your operations more agile.</p><p><img src="/images/content/blog_post_building_processes.png" alt="We wrote a blog post about building effective, robust processes"></p><h3 id="step-2-standardize-your-processes"><strong>Step 2: Standardize Your Processes</strong></h3><p>Standardization ensures that everyone on the team knows exactly what to do and how to do it. Uniformity in processes eliminates guesswork, thereby reducing errors. Make sure that everyone has access to the SOPs and is trained to follow them. Regularly review and update these documents to reflect any changes or optimizations.</p><p>A unified process is more than just a set of instructions, it's a cultural trait. By ensuring that every team member, from your newest hire to your most seasoned expert, is on the same page, you foster a culture of excellence and accountability. This also makes it far easier to integrate new members into the team, ensuring that your operation can scale smoothly.</p><h3 id="step-3-identify-manual-tasks-and-automate-them"><strong>Step 3: Identify Manual Tasks and Automate Them</strong></h3><p>Even the best processes can be loaded by manual tasks that eats into your team's time. After your processes are mapped and standardized, review them to identify tasks that are candidates for automation. Tools like Kitchn.io can step in at this stage to help you get rid of manual non-value ad operations, allowing your highly-skilled specialists to focus on tasks that require their expertise.</p><p>The <a href="https://www.kitchn.io/blog/investing-in-paid-social-automation" target="_blank">financial benefits of automation</a> (you learn more from the linked blog post) are clear. Your specialists cost the same whether they're manually uploading ad creatives or working on a high-level strategy for the holiday season. By automating repetitive tasks, you free up their time to focus on the latter, which is where their skills can truly make a difference. You're not just saving time - you're reallocating resources to where they have the most impact.</p><p>By taking the time to define, standardize, and streamline, your team becomes more agile, your operations more cost-efficient, and your campaigns more effective. It's a win-win situation for everyone involved.</p><h2 id="conclusion"><strong>Conclusion</strong></h2><p>In the fiercely competitive world of paid social marketing, the smallest edge can make the biggest difference. Processes might not be the glamorous part of marketing, but as we've laid out, they're the core of your campaigns’ performance, team morale, and financial health. Ignoring them comes at a high cost—be it financial, time, or missed opportunities. On the other hand, putting in the effort to define, standardise, and automate your processes opens up a whole new realm of possibilities.</p><p>Streamlining your operational processes is not just an administrative chore; it's a strategic imperative. It allows your specialised staff to truly shine in their roles. In an industry where everyone is trying to outperform one another, efficient processes are your secret weapon. Make them a core of your paid social marketing strategy, and you'll be setting the stage for long-term, sustainable growth.</p>

Discover why processes are crucial in the realm of paid social marketing. Learn how optimizing your operational workflows can boost efficiency, team morale, and even ROI.

Processes: The Hidden Power for Success in Paid Social Marketing

Why you should care about processes as a paid social marketer

<h2 id="intro">Intro</h2><p>How much does it really cost to manage an ad in the world of paid social? If your immediate thought was just the ad spend, you're missing a substantial piece of the equasion!</p><p>In the rush to optimize ROAS, click-through rates, or other KPIs, it's all too easy to overlook the actual operational costs involved in managing a paid social ads. The truth is, the total cost is far more intricate and usually higher than most teams realize. That’s why today, we're introducing a metric that every paid social manager should have on their radar: the Cost Per Ad Created (CPAC).</p><p>This metric is more than just a number: CPAC helps you quantify the time, effort, and resources invested in creating each ad—from the moment it's just an idea to its final launch and subsequent reporting. We're talking about all those 'hidden' costs: the man-hours spent in uploading ads, ensuring quality, and pulling together reports that help you make data-driven decisions. If you're not tracking these, you're operating with a blind spot that could be draining your ROI and eating your team's productivity.</p><p>So, why should you care about CPAC? Because understanding this metric can empower you to make informed decisions that go beyond just ad spend optimization. It can help you identify inefficiencies in your processes, thereby freeing up time and resources for more strategic tasks like creative testing brainstorming, audience deep-dives and campaign analysis. Most importantly, it helps you answer a critical question: Is there a more efficient way to manage your paid social campaigns?</p><p>In this blog post, we will delve deep into what CPAC is, why it matters, and how it can serve as a roadmap to operational excellence. We'll even show you how automating certain aspects of ad creation and management can drastically reduce your CPAC, enabling you to channel your team's energy into innovation and strategy rather than tedious, repetitive tasks.</p><h2 id="the-overlooked-costs-of-paid-social-advertising"><strong>The overlooked costs of paid social advertising</strong></h2><p>The biggest hidden cost factors that significantly impact your ROI, yet often go unnoticed or unaccounted for, are the time spent on ad uploading, constantly checking the ads them and reporting on them.</p><p>Let's start with the three most manual labor-intensive processes that almost every paid social team has to go through.</p><p><img src="/images/content/paid_social_ad_costs.png" alt=""></p><h3 id="ad-upload"><strong>Ad Upload</strong></h3><p>It's not just clicking a few buttons. This process involves:</p><ul><li>dowloading ad creatives from Google Drive, or Dropbox</li><li>uploading it to to ad platforms</li><li>copy pasting texts, headlines, links, UTMs</li><li>naming the ad according to naming conventions</li><li>adding elements like CTAs, tracking, etc.</li><li>adjusting each ad creative for each country, placement or page</li><li>choosing targeting, optimisation, bidding</li></ul><p>When managing multiple campaigns across various platforms, these tasks quickly add up and can take hours if not days. If you are testing 50+ ad creativs a week, the chances that your media buyers spend 1 full day uploading ads and setting up creative tests are very high.</p><h3 id="quality-assurance"><strong>Quality Assurance</strong></h3><p>Often underestimated, QA involves meticulously checking each ad's creatives, headlines, texts, links, and targeting options. This can be particularly time-consuming, especially when you're working with large volumes of ads.</p><h3 id="ad-reporting"><strong>Ad Reporting</strong></h3><p>Crunching numbers and pulling data isn't just labor-intensive, it's mentally draining. But more importantly, it's time that could be spent analyzing the data rather than just collecting it.</p><p>Now, consider the HR costs involved in these processes. Let's say it takes five hours to upload a set of ads, another two for quality assurance, and yet another one for reporting. If you pay your team members an average hourly rate, these costs can be substantial.</p><p>And let's not forget the opportunity costs—the benefits you forego by not investing your time and resources in more impactful activities. Could your team be working on a new, innovative creative testing concepts instead of spending hours on manual processes? Could they be diving deeper into data analytics to uncover fresh insights? Or perhaps, could they be perfecting that video that’s almost, but not quite, a best-performer?</p><p>By ignoring these hidden costs, you're not just underestimating your expenses; you're also missing out on opportunities to maximize your team's potential. That's why understanding and calculating your CPAC is crucial—it shines a spotlight on these otherwise overlooked aspects and gives you the full picture of your campaign costs.</p><h2 id="what-is-cost-per-ad-created"><strong>What is Cost Per Ad Created?</strong></h2><p>In a landscape where every click, impression, and conversion is tracked, there's a gap in our metrics: a comprehensive understanding of the true cost to create an ad. That's where the Cost Per Ad Created (CPAC) metric comes into play.</p><p>CPAC gives you a granular view of what it takes—financially and timewise—to create a single ad from scratch to launch. This includes not just the ad spend, but the human capital and time invested in getting that ad live and subsequently reporting on its performance.</p><p>To truly grasp CPAC, you need to break it down into its primary components:</p><h3 id="ad-upload-costs"><strong>Ad Upload Costs</strong></h3><p>Think about the time it takes to set up each ad, from filling in the campaign details to setting targeting parameters and uploading creative assets. Multiply that by the hourly wage of the person responsible, and you've got your ad upload costs.</p><h3 id="quality-assurance-costs"><strong>Quality Assurance Costs</strong></h3><p>Mistakes in ads can be costly, both in terms of budget and brand reputation. Quality assurance checks help avoid such pitfalls. Calculating the time it takes to review each ad for consistency, correctness, and compliance—and then multiplying that by the hourly wage—gives you the QA costs.</p><h3 id="ad-reporting-costs"><strong>Ad Reporting Costs</strong></h3><p>Gathering data on ad performance is essential but often time-consuming. Again, account for the time spent on pulling and compiling these reports, then multiply it by the hourly wage.</p><p>The CPAC formula then combines these costs and divides them by the number of ads created, making it a simple yet powerful way to gauge efficiency:</p><p><img src="/images/content/CPAC_calculation.png" alt=""></p><p><em><strong>CPAC</strong></em><strong>=(</strong><em><strong>AdUploadCosts</strong></em><strong>+</strong><em><strong>QualityAssuranceCosts</strong></em><strong>+</strong><em><strong>AdReportingCosts</strong></em><strong>)÷</strong><em><strong>NumberofAdsCreated</strong></em></p><p>Why is CPAC such a big deal? Because it can reveal inefficiencies in your ad creation process that you might not have even been aware of. It serves as a benchmark to evaluate whether your current workflow is cost-effective or if there's room for improvement. By regularly tracking this metric, you can identify which parts of the ad creation process are most in need of streamlining and find ways to optimize these areas for better cost-efficiency.</p><p>By integrating CPAC into your performance metrics, you take a holistic approach to paid social management, one that considers not just the outcome but the process. And as we'll discuss later, optimizing that process with an automation can lead to significant cost savings and operational excellence.</p><h2 id="optimizing-your-cpac"><strong>Optimizing Your CPAC</strong></h2><p>You know by now that Cost Per Ad Created (CPAC) is a vital metric that can make or break your paid social team’s operational efficiency. So the next logical step is to figure out how to optimize this number without sacrificing quality or strategy. How can we make the processes more efficient, reducing the time and costs involved in ad creation and management?</p><h3 id="streamlining-ad-uploads"><strong>Streamlining Ad Uploads</strong></h3><p>The first touchpoint in the CPAC equation is the ad upload process, which, as we've noted, is far more time-consuming than many realize. There are ways to make this more efficient:</p><ul><li><a target="_blank" href="https://www.kitchn.io/solutions/bulk-ad-creation"><strong>Bulk Ad Uploads</strong></a>: Some of the ad platforms offer a form of bulk upload feature. For example, Meta offers an excel template to upload and modfy ads in bulk. If you want to automate this processes, it might require some technical knowledge or even scripting, but looking into it is definetely worth it as it can save you hours and hours on manual uploads.</li><li><strong>Ad Upload Templates</strong>: Create standard templates for ad elements like text, headlines, and UTM parameters. These can be reused across, for example, creative testing campaigns, cutting down the time needed to start from scratch each time.</li><li><strong>Automated Naming Conventions</strong>: Develop a template or use existing ad platfroms solutions to auto-name your campaigns, ad sets, and ads, according to your company's naming conventions. This not only saves time but reduces human error.</li></ul><h3 id="quality-assurance-1"><strong>Quality Assurance</strong></h3><p><a target="_blank" href="https://www.kitchn.io/solutions/quality-control">Quality assurance</a> is crucial, but it doesn't have to take a huge portion of your team’s time. Some strategies to consider:</p><ul><li><strong>Checklists</strong>: Create a standardized checklist to go through for each ad set and ad. This ensures consistency and can facilitate the QA process.</li><li><strong>Pre-set Rules</strong>: Most platforms allow you to set rules that will automatically pause or adjust campaigns based on specific criteria, acting as a safety net for potential errors.</li></ul><h3 id="efficient-ad-reporting"><strong>Efficient Ad Reporting</strong></h3><p>Reporting is the final piece of the CPAC puzzle, and it too can be optimized.</p><ul><li><strong>Scheduled Reports</strong>: Use the analytics tools within your ad platform to set up scheduled reports that automatically collect the data you need.</li><li><strong>Automated reporting tools</strong>: Consider investing in a tool that aggregates all your key metrics in one place from multiple aources, updating it in real-time.</li></ul><h2 id="case-study-automating-manual-labour-to-80-and-95"><strong>Case Study: Automating manual labour to 80% and 95%</strong></h2><h3 id="before-automation"><strong>Before Automation</strong></h3><p>Consider a dynamic <a target="_blank" href="https://www.kitchn.io/customers/agencies">paid social agency</a> that has recently acuqired 5 new clients and is now trying to scale paid social ad operation to manage its growing workload of 500 addtional ads per month. If they will decided to hire freelance media buyers to help with their operation at $50 per hour, this is the hours that they will need to book to manage the workload:</p><ul><li>25 hours per week on uploading ads,</li><li>10 hours on quality assurance,</li><li>3 hours on reporting.</li></ul><p>With an hourly labor cost of $50, the agency's weekly operational cost amounts to a $1,900 (38 hours x $50/hour) or $7,600 monthly, avaraging at $15 per ad created.</p><p>For a growign agency it’s a substantial cost, considering all those processes are very manual and non-value. Let’s look at 2 scenarios of managing the same workload with automation: at 80% and 95%.</p><p>Sensing the need for operational efficiency and lower costs, the agency implements an automation solution costing $3,000 per month.</p><h3 id="cpac-at-80-automation">CPAC a<strong>t 80% Automation:</strong></h3><p>The agency successfully automates 80% of their tasks, reducing the manual workload to:</p><ul><li>5 hours for uploading ads,</li><li>2 hours for quality assurance,</li><li>0.6 hours for reporting.</li></ul><p>This totals 7.6 hours weekly, costing them $380 ($50 x 7.6 hours). Add the $3,000 monthly automation cost, and their new monthly operational expense is $4,520. The CPAC is now at $9.</p><h3 id="cpac-at-95-automation">CPAC <strong>At 95% Automation:</strong></h3><p>The manual workload drops even further to:</p><ul><li>1.25 hours for uploading ads,</li><li>0.5 hours for quality assurance,</li><li>0.15 hours for reporting.</li></ul><p>Now, they only spend 1.9 hours weekly on these tasks, costing $95 ($50 x 1.9 hours). Including the $3,000 monthly automation cost, the new monthly operational cost is $3,380. The CPAC is at $6.7, amplifying the savings.</p><p><img src="/images/content/cpac_example.png" alt=""></p><h3 id="beyond-savings-unleashing-creativity-and-strategy"><strong>Beyond Savings: Unleashing Creativity and Strategy</strong></h3><p>Automation doesn't merely save money; it elevates the agency. With 30 to 36 extra hours a week freed up, depending on the automation level, the team can now focus on creative ideation, strategy formulation, and enhancing client relations.</p><h2 id="summary">Summary</h2><p>When it comes to paid social advertising, there's a crucial metric that most teams are overlooking: the cost per ad created . This isn't just about ad spend, it's about the actual time, effort, and resources your team invests in creating and managing each ad. By dissecting processes like ad uploading, quality assurance, and reporting, CPAC gives you a complete picture of your operational efficiency—or lack thereof.</p><p>But the good news doesn't stop at identification; it extends to optimization. By incorporating automation into your workflow, you can drastically reduce your CPAC without compromising on quality. This means more time for what really matters—creative innovation and strategic planning.</p>

CPAC (Cost Per Ad Created) is more than just a metric—it's a key to your paid social success. Learn why it's crucial to track it and how to calculate it in Kitchn.io’s newest blogpost.

Understanding CPAC: The Crucial Metric Every Paid Social Team Should Monitor

Introducing CPAC: the hidden metric every paid social marketer needs to know

<h2 id="intro">Intro</h2><p>If you are a head of paid social team or a founder of an agency, you have probably defined a couple of processes and handed over the operations to other team members. In order to know whether your current processes are working well or need some adjustments you need to evaluate the replicability of it.</p><p>In this blog post we dive into the most common concepts to structure processes well, make them replicable, which lays the foundation for delegating, outsourcing and automation.</p><h2 id="before-you-start-building-new-processes-how-do-you-evaluate-your-current-ones">Before you start building new processes, how do you evaluate your current ones?</h2><p>If you've implemented and documented a process, can someone else replicate it at least 90% as efficiently as you? For instance, if you've onboarded someone new and they've taken over client interactions in an agency setup, do they perform nearly as well as you? Are their strategies and tactics similar to yours?</p><p>How do you successfully scale your operations? The key is replicability. If one person's approach can be easily adopted by another team member, then it's likely that there's a well-defined process and possibly documentation or training in place. Without these, your team members may resort to their own methods or even search online when unsure.</p><p>Another essential aspect to consider is not just the tasks being executed, but how they're being approached by individual team members. Picture a scenario: you observe different team members, all responsible for similar duties, yet each using distinct tools and methods. This discrepancy can lead to inconsistencies in the work's output and quality.</p><p>Such variances are a clear signal that it's time to revisit, realign, and possibly standardize your processes. Standardizing doesn't necessarily mean stifling creativity or individual preferences. Instead, it's about ensuring consistency, enhancing collaboration, and optimizing the overall workflow. By ensuring everyone is aligned in their approach, the team can produce more consistent results and operate more efficiently.</p><p>Imagine leading a new paid social team with a substantial budget, having achieved impressive results and now expanding the team. The primary goal is to ensure the team is well equipped with robust and replicable processes. So, where to begin?</p><p>Let's take a look at the Jobs To be Done and SOP frameworks.</p><h2 id="jobs-to-be-done-framework">"Jobs to be Done" framework</h2><p>The essence of Jobs To Be Done framework is to focus on all tasks that happens before reaching the outcome or the end goal of an activity.</p><p>For instance, if we imagine that we need to put a painting to the wall, what steps need to be done in order to achieve that? Some would argue that first thing, we need to take a hammer, a nail and then to hammer it into the wall. But are there are other ways to achieve the same result?</p><p>The question then becomes: what job does the customer really want to get done? Is it really hammering a nail into the wall or more like displaying a new painting? Instead of merely focusing on the act of hammering, they might be searching for the best method to display their artwork.</p><p>Relating this to, say, creative testing, the ultimate "job to be done" might be to consistently produce high-performing ads. The metrics for "high-performing" could vary - ROAS, CVR, CPI, and so forth. What's clear is that the emphasis should be on both "well-performing" and "reliably."</p><p>Using this framework ensures you're tackling the right challenges. For example, if you find that video quality has a larger impact on ad performance than text, it'd make sense to focus your efforts on video variations.</p><p>In essence, the Jobs to be Done approach prompts you to look at desired outcomes and adjust actions accordingly, ensuring you're aligned with the true end goal.</p><p><img src="/images/content/jobs_to_be_done_creative_testing.png" alt=""></p><h2 id="sop">SOP</h2><p>For a holistic view, Jobs to be Done is highly beneficial. Though, when diving into detailed execution, Standard Operating Procedures (SOPs) might be handy.</p><p>Originating from machinery operations, SOPs in the digital realm may not be as strict, but they emphasize reliability. By providing comprehensive guidelines and context, they ensure consistency, especially useful for newcomers or junior team members. An effective SOP eliminates ambiguity and enhances output predictability.</p><h2 id="how-do-you-start-building-robust-processes-for-paid-social-teams-especially-for-those-new-to-the-concept">How do you start building robust processes for paid social teams, especially for those new to the concept?</h2><p>There are generally two approaches: top-down and bottom-up.</p><h3 id="top-down-approach"><strong>Top-Down Approach</strong></h3><p>Begin with those who have hands-on experience. Have them document their tasks, perhaps using a "jobs to be done" framework. For instance, during the creative testing process, there are primary steps like creating new ad creatives. This involves brainstorming ideas, working with designers, providing feedback, etc.</p><p>Once the creatives are developed, they need to be incorporated into a campaign with the appropriate ad copy, landing pages, and targeting. After launch, monitor the campaign's performance, make necessary adjustments, and report the results. This approach involves mapping out tasks based on expertise and theory.</p><h3 id="bottom-up-approach"><strong>Bottom-Up Approach</strong></h3><p>Here, instead of theorizing, you analyze what tasks are being done in reality. Break down the workweek into time slots and record actual activities. This provides a realistic snapshot of current processes, revealing possible inefficiencies. For example, if ads are consistently launched later than planned because of design delays, it's an area for improvement.</p><p>The ultimate goal, regardless of approach, is to identify time spent on each task, inefficiencies, and areas for optimization. Ensuring processes align with real-world operations and address actual challenges leads to a more effective and efficient system.</p><h2 id="how-do-you-assess-the-specific-needs-of-a-paid-social-team-and-tailor-the-tools-and-processes-accordingly">How do you assess the specific needs of a paid social team and tailor the tools and processes accordingly?</h2><p><img src="/images/content/tools_for_building_processes.png" alt=""></p><h3 id="documentation-tools-text">Documentation tools (text)</h3><p>In a world where paid social teams juggle quite a bit of different tasks, having the right tools in our arsenal isn't just a luxury – it's essential. One of the foundations of successful operations is a robust internal documentation system, based on, for example, Notion. This serves as the centralized library, housing every essential piece of information.</p><p>It's not just about storage: this system reduces inconsistencies by giving everyone the same source of truth. Newcomers to the team would also find it very valuable, as it streamlines their onboarding process, granting them access to standard operating procedures and other critical documents.</p><h3 id="documentation-tools-videos">Documentation tools (videos)</h3><p>Now, while written documentation is valuable, sometimes, we just need to see things in action. That's where tools like Loom come into play, letting us illustrate processes for better understanding.</p><p>These video instructions can be a fantastic solution for tasks that aren't easily put into words. They don’t just bring clarity; they add a human touch, making it easier to grasp nuances and emotions. And let's be honest, not everyone is a fan of reading. Visual guides can resonate better with many team members, especially those who lean towards visual learning.</p><h3 id="project-management-tools">Project Management tools</h3><p>But what about keeping track of tasks, deadlines, and responsibilities? That’s where project management tools, such as Asana or Monday, enter the game. They don't just list tasks; they give us a panoramic view of every project in motion.</p><p>It's a game-changer for managers, helping them distribute resources where they're needed most. These platforms also ensure everyone knows their roles, ensuring accountability. The built-in collaboration features, like commenting and real-time feedback, keep everyone in sync and projects on track.</p><h3 id="communication-tools">Communication tools</h3><p>Lastly, while not mandatory, having a real-time communication tool like Slack can be a tremendous asset. It's the heartbeat of communications, perfect for those "drop everything" moments.</p><p>Besides its functional benefits, Slack also plays a subtle role in team bonding. Those casual chat channels? They're the digital equivalent of water cooler conversations, allowing for both work discussions and the occasional light-hearted banter. Plus, with the ability to integrate other tools, it makes pulling up tasks or documents during conversations incredibly seamless.</p><p>In essence, for a team to function at its best, it's not just about the people but also about equipping them with the right tools.</p><p>However, it's essential to mention that while communication tools offer numerous benefits, they can sometimes become a distraction. Hence, if a team is well-aligned with its project management and knowledge base tools, and if the processes are thoroughly documented, there might be limited need for real-time chat tools. The focus can be on asynchronous communication, via Loom, for example, allowing team members to deep dive into tasks without frequent interruptions.</p><h2 id="how-do-you-find-the-balance-between-agility-and-standardization">How do you find the balance between agility and standardization?</h2><p>Of course, having a balance between the agilile approach and standardization is crucial for any organization aiming for sustainable growth and innovation. To paint a clearer picture, consider the following scenarios.</p><p>First, look at sales within emerging startups and agencies. In these environments, sales techniques are incredibly dynamic. Whether it's the founders or salespeople, there's often a real-time adaptation of product pitches based on feedback during a call.</p><p>It's a fantastic way to ensure the product or service is always improving. But there's a flip side: sometimes, in the enthusiasm of a pitch, a salesperson might sell a not yet existing feature without fully grasping its development timeline. This can create mismatched expectations for clients and hard times on product teams.</p><p>What would be the optimal way? Stick to the established product details during pitches, but always collect and review client feedback to shape future offerings.</p><p>Then there are roles bursting with creativity, like video editing or graphic design. Creative professionals are constantly exposed to novel techniques they believe could enhance their work.</p><p>However, decisions made in isolation might get too away from a project's intent or a client's wish, leading to additional revisions. It's essential, then, for these professionals to share their innovative suggestions, get feedback, and ensure that their creativity aligns with the project's core objectives.</p><h3 id="the-80-20-rule-for-standard-practices-vs-experimentation">The 80-20 Rule for Standard Practices vs. Experimentation</h3><p>A structured approach to balance standardization and agility is to allocate a specific portion of time or resources for experimentation. The "80-20" rule is a great example for that. It suggests that teams should spend 80% of their time on well-established practices and dedicate the remaining 20% to innovative experiments or new ideas.</p><p>Tech giants like Google have historically embraced this approach. They allowed employees to allocate a portion of their work time to pursue passion projects or innovative ideas outside of their regular job responsibilities. Sometimes, they would allocate the whole day to it! Such practices not only foster creativity but also can lead to groundbreaking innovations.</p><p>While agility is crucial in adapting to the ever-evolving market dynamics, standardization ensures consistency, quality, and reliability. The key is to harmoniously integrate both, ensuring that one doesn't overshadow the other.</p><p><img src="/images/content/standartissation_vs_experimentation.png" alt=""></p><h2 id="how-do-you-ensure-that-all-your-processes-are-up-to-date-and-align-with-your-organizations-objectives-in-real-time">How do you ensure that all your processes are up to date and align with your organization's objectives in real-time?</h2><p>Ensuring that our processes align with the organization's goals in real-time is a bit like steering a ship with a compass.</p><h3 id="objective-clarity">Objective Clarity</h3><p>Firstly, everything is based on the crew knowing where we're headed. Just as a ship's captain needs to know the destination, every process we set up starts with a crystal clear idea of what we're trying to achieve. When everyone knows the destination, it becomes easier to decide on routes, tactics, and strategies.</p><h3 id="understanding-limitations">Understanding Limitations</h3><p>Then there are challenges and constraints we have to factor in. For example, imagine working in a creative agency where you can't just roll out an ad because you think it's good. It needs approval from the brand first. That's a bit like knowing there's an island or shallow waters in your path, and you need to navigate around them.</p><h3 id="encouraging-innovation-within-boundaries">Encouraging Innovation Within Boundaries</h3><p>Now, even with these guidelines, there's still room to try out new things and get creative. Let's say you're the ship's navigator. You know the destination and the obstacles, but you can choose different methods or tools to plot the course. Similarly, a designer might want to try out a new tool to create ads, but they need to ensure they stay on track and deliver on time.</p><h3 id="process-owner">Process Owner</h3><p>Lastly, every ship needs a captain, and in processes it's the Process Owner. This person ensures that, amidst all the exploration and innovation, we're still aligned with our goals and moving in the right direction. They stay updated with the latest trends, like a captain keeping an ear to the ground for weather updates, ensuring the journey is smooth and ahead of the curve.</p><p>While we always aim for innovation and staying updated, it's the balance of clarity, understanding our constraints, creativity, and strong leadership that keeps us on the right path.</p><h2 id="how-do-you-assess-the-effectiveness-of-the-processes-youve-established">How do you assess the effectiveness of the processes you've established?</h2><p>To truly understand the effectiveness of a process, you need to delve deeper than just surface observations.</p><h3 id="establishing-clear-metrics">Establishing clear metrics</h3><p>Define what success looks like. First, you've got to know what you're aiming for. Imagine you're evaluating the success of an ad campaign. You'd need to decide upfront what makes an ad successful. Is it the return on investment? The number of views? Or maybe the amount of engagement it generates? Having a solid benchmark, like aiming to roll out ten standout ads over three months, gives you a goal to strive for.</p><h3 id="efficiency-measurement">Efficiency Measurement</h3><p>Once you have a clear target, the next step is to understand the resources required to hit that target.</p><p>Think of a creative hit rate - it's a bit like knowing you want to make the perfect video ad and figuring out how many attempts it'll take to get there. It could mean determining how many ads you'd have to test before you get those ten golden ones.</p><p>But, of course, resources can't be ignored. No process evaluation is complete without considering the budget. How much are you willing to invest to achieve your targets?</p><p>This could mean deciding between hiring seasoned pros or fresh talent, both of which have their pros and cons and can affect your overall budget and the quality of output.</p><p>The beauty of this entire process? It's all about learning on the go. Even if something unexpected throws a spanner in the works, like a sudden shift in team dynamics or market trends, you can recalibrate and tweak as you go along. The ultimate goal is always refining the process for better results.</p>

Dive deep into best practices and strategies for building effective and robust paid social processes. Learn how to streamline your team's efforts and maximize efficiency in paid social advertising.

Optimizing Paid Social Processes: Strategies for Effective & Robust Teams

Building effective, robust processes for paid social teams

<h2 id="introduction">Introduction</h2><p>In an ever-evolving paid social landscape, staying ahead requires more than just keeping up with the trends – it demands strategic innovation. As the realm of paid social advertising continues to expand, businesses are turning to automation as a strategic investment. The power of automation has the potential to revolutionize how paid social teams operate, regardless of their size or industry.</p><p>We often get questions about investing in paid social automation: <strong>when do I start thinking about it? What is the best solution for my team? How to evaluate whether it’s worth it?</strong></p><p>In this guide, we will answer the most common questions and dive into the economics of paid social automation.</p><h2 id="who-can-benefit-from-paid-social-automation"><strong>Who Can Benefit from Paid Social Automation?</strong></h2><p>Any paid social team can begin their journey with ad operations automation. However, certain markers can indicate a team's readiness or necessity for automation:</p><h3 id="you-have-a-constant-requirement-for-automation"><strong>You have a constant requirement for automation</strong></h3><p>This isn't just about occasionally needing automation; there should be a continual demand for it. Successful implementation of automation usually emerges from a consistent requirement for technological solutions. Teams that have an ongoing demand for streamlining processes and optimizing workflows are more likely to succeed with automation.</p><h3 id="complex-paid-social-ad-operations-at-the-heart-of-the-business"><strong>Complex paid social ad operations at the heart of the business</strong></h3><p>Teams that are knee-deep in ad operations such as ad creation, creative reporting, and bidding regularly—be it daily or weekly - tend to gain immensely from automation. These operations aren't just routine annoying tasks but also core drivers of value for your business.</p><h3 id="clear-goal"><strong>Clear goal</strong></h3><p>Successful implementation of automation hinges on having a clear business goal and understanding its key elements. All customers that come to us who are a good fit know exactly what they are doing already and have a clear idea of where they want to go.</p><h2 id="is-my-team-ready-to-start-implementing-paid-social-automation">Is my team ready to start implementing paid social automation?</h2><p>In the realm of paid social advertising, two primary categories of teams can benefit the most from ad operations automation.</p><h3 id="growth-pioneers"><strong>Growth Pioneers</strong></h3><p>These are teams that have experienced rapid growth, perhaps even outgrowing their existing resources. They're at the point where the status quo isn't working for them —whether it's draining team spirit &amp; health, overwhelming working hours, or simply unmanageable tasks.</p><p>In most cases, these teams have already experimented with other tools or collaborated with freelancers but still find gaps. Their solution isn't to replace the current team but rather to empower them with automation.</p><h3 id="scale-strategists"><strong>Scale Strategists</strong></h3><p>These teams might be at the start or in the middle of their growth trajectory. They've tested and learned what works, perhaps fine-tuning their processes, client onboarding methods, ad management, and reporting systems. As they gear up for growth, their priority is to arm themselves with more resources before bringing in more clients. The ultimate goal? Every client should experience the same gold standard of service quality. Automation becomes their secret weapon in ensuring this consistent excellence.</p><h2 id="is-there-any-other-way-to-scale-my-paid-social-operations-without-a-comprehensive-automation-saas">Is there any other way to scale my paid social operations without a comprehensive automation SaaS?</h2><p>If you are at the point of scaling your team and ad operations but haven’t yet invested in an automation solution you’ve probably thought of several other ways to do it. Businesses often find themselves at a crossroads when deciding whether to hire junior talent, invest in ready-made tools, or opt for custom development. Each of these choices presents its own set of advantages and challenges.</p><h3 id="hiring-juniors-or-freelancers"><strong>Hiring juniors or freelancers</strong></h3><ul><li><strong>Pros</strong>: When it comes to growing your ad operations, hiring junior staff or interns can be the most obvious choice, especially if you're looking to expand your workforce without incurring huge costs. Juniors are usually seen as a cost-effective way to delegate tasks that do not require advanced skills.</li><li><strong>Cons</strong>: However, there's a limitation. When you start scaling, the demand for strategic initiatives increases too, and it probably won't be solved by adding even 5-10 junior people or freelancers. Mindless hiring might not offer the long-term efficiency required for growth.</li></ul><h3 id="turn-to-off-the-shelf-tools"><strong>Turn to Off-the-shelf Tools</strong></h3><ul><li><strong>Pros</strong>: Numerous automation tools offer a variety of functionalities that cater to specific needs within performance marketing.</li><li><strong>Cons</strong>: But there's a caveat. Many of these tools often cater to a very specific problem or might not seamlessly fit into a team's unique ad operation process. A lot of customers come to us and they say, 'We have a very particular setup of doing things.' Some widely-used tools might not provide the customizability that some teams require, or they may not be cost-effective as operations scale.</li></ul><h3 id="invest-in-custom-development"><strong>Invest in Custom Development</strong></h3><ul><li><strong>Pros</strong>: Custom software development offers tailor-made solutions, perfectly aligned with a company's specific needs, especially for those wanting to build on ad platform's APIs or other specific APIs.</li><li><strong>Cons</strong>: However, the cost and challenges associated with hiring a developer and maintaining software are significant. Owning your part of software comes with a lot of challenges that most marketing teams don't want to deal with. For big enterprises, consisting of 1000+ people, this approach might be viable. But for the majority, especially those with 10-50 people in paid social, it might not be the most feasible route.</li></ul><h2 id="how-to-evaluate-whether-the-automation-solution-is-going-to-work-for-my-team">How to evaluate whether the automation solution is going to work for my team?</h2><p>Paid social automation has changed the game for many brands and businesses, helping them streamline processes, enhance efficiency, and achieve their goals more effectively. But what has worked for others might not work for your team. These are the crucial aspects to evaluate in paid social automation solutions:</p><h3 id="integration-with-the-current-tools"><strong>Integration with the current tools</strong></h3><p>A consistent observation that we have made is that most teams evaluate how effortlessly the new system can meld with their existing tools. The biggest part is how the automation solution will integrate with the tools that you are already using. How well the automation solution is working with your project management tool? Can you integrate it into reporting? Moreover, businesses tend to focus on mapping their current processes into automation seamlessly, ensuring a smooth transition and minimal disruptions.</p><h3 id="cost-considerations-now-and-in-the-future"><strong>Cost considerations now and in the future</strong></h3><p>While the initial investment is crucial, forward-thinking companies also project future costs. Companies need to understand the scalability of the automation solution—will it become pricier as they grow, or can they scale down during lean periods without incurring unnecessary costs?</p><h3 id="functionality"><strong>Functionality</strong></h3><p>Sometimes, it's the simple functionalities that make all the difference. Automating tasks that teams previously spent hours on can be a huge argument for a particular solution. One such instance, for example, is the ability to upload media files straight from Google Drive to the Meta ads library. Is it saving your team lots of time and effort? It's about understanding the potential of what can be automated and then matching those functionalities with business needs.</p><h3 id="evaluating-manual-tasks"><strong>Evaluating Manual Tasks</strong></h3><p>Automation is fantastic, but it's also essential to get clarity on what tasks still require manual intervention. Companies often reevaluate their manual processes and inquire about automation possibilities, seeking comprehensive solutions.</p><h2 id="are-there-any-factors-that-can-predict-the-success-of-paid-social-automation-implementation">Are there any factors that can predict the success of paid social automation implementation?</h2><p>Drawing from experience, these are the factors for success stories:</p><p><img src="/images/content/infographic_2.png" alt=""></p><h3 id="paid-social-ads-are-the-foundation-of-your-business"><strong>Paid social ads are the foundation of your business</strong></h3><p>A shining example of successful automation integration is a business whose core revolves around paid social ads. Their growth and daily operations hinge on advertising, and this immersion in the ad world means their team is always looking for efficiency. It's basically what they breathe. The importance of ads to their entire operation is so high, that if they stop running ads, they might close the entire business altogether.</p><h3 id="processes-are-standardizied"><strong>Processes are standardizied</strong></h3><p>Before diving into automation, the business took significant steps to streamline and standardize its processes. They aimed for cohesion within their teams, sharing strategies and insights to ensure everyone operated at the same efficiency level. Everybody's spending a lot of manual time on certain things, and hence are on the same side when it comes to standardization, building robust processes, and automation.</p><h3 id="a-dedicated-responsible"><strong>A dedicated responsible</strong></h3><p>One of the standout features of this successful automation implementation is the appointment of a dedicated individual, responsible for overseeing the automation's integration. Over time, this lead not only mastered the automation platform but also ensured every team member was equipped to leverage it. The shift in mindset towards automation is clear: repetitive manual tasks are targets for automation.</p><h3 id="long-term-vision"><strong>Long-term vision</strong></h3><p>If your goal is straightforward: solve that one issue as quickly as possible and move on, then don’t even start automating your operations. Effective automation requires a broader perspective and commitment to long-term change.</p><h3 id="process-over-outcome"><strong>Process over Outcome</strong></h3><p>If teams pride themselves only on the outcome and not on the processes, it will be very difficult to build a robust automation solution. The downfall of such businesses often lies in their focus on the outcome rather than the processes leading to it. While outcomes can vary due to a multitude of factors, automated processes remain consistent, ensuring sustainability in the long run.</p><h2 id="how-can-i-evaluate-the-roi-of-paid-social-automation">How can I evaluate the ROI of <strong>Paid Social Automation?</strong></h2><p>While many might look directly at ad performance to judge the efficacy of their automation tools, we suggest a completely different approach. Ad performance is not what we typically look at, we tend to look at a much deeper level. Instead, there are four main criteria to evaluate the ROI of a paid social automation project:</p><p><img src="/images/content/Infographic.png" alt=""></p><h3 id="hr-cost-savings"><strong>HR Cost Savings</strong></h3><p>Automation naturally reduces manual work, which can translate into savings in terms of salaries. This doesn't necessarily mean job cuts but reallocating staff to more strategic roles. People don't have to do boring, tedious work, which means that your current staff can pivot to other crucial tasks like strategy and creative testing.</p><h3 id="productivity-multiplier"><strong>Productivity Multiplier</strong></h3><p>The right tools in the hands of streamlined teams can amplify productivity by 200% to 300%. Teams with great processes and the right tools are two, three times more productive than others! And in the realm of paid ads, the effort to scale the budget doesn't increase linearly with the budget itself. Hyperproductive teams, powered by automation, can handle significantly larger budgets without a proportional increase in workload.</p><h3 id="talent-retention--hiring-costs"><strong>Talent Retention &amp; Hiring Costs</strong></h3><p>Automation frees skilled employees from tedious tasks like copying and pasting. This not only boosts productivity but also job satisfaction, potentially reducing turnover. Given the frequent job-hopping in marketing sectors, where roles sometimes last just a year or 18 months, reducing employee churn can result in significant savings for companies.</p><h3 id="error-related-cost-savings"><strong>Error-Related Cost Savings</strong></h3><p>Automation can minimize the errors that eat into ad spend. For some businesses, this might be a minor fraction, but for others, a 1% reduction in yearly ad spend loss can be a significant amount. In fact, ad spend lost by errors can be a very meaningful amount, sometimes, justifying fully the implementation of paid social automation.</p><h2 id="can-you-illustrate-the-roi-of-paid-social-automation-on-a-specific-example">Can you illustrate the ROI of paid social automation on a specific example?</h2><p>Imagine this: A company (let's call it Company A) tests a whopping 500 ads a month. They have a dedicated team of five, managing a monthly ad spend of $500K. What would be the potential advantages and savings they could witness by implementing paid social automation?</p><p>To start, let’s look at the costs involved. If the team of five costs the company roughly $30k combined, and the ad budget stands at $500K, you're looking at a total expenditure of $530K. Now, if these investments are driving revenue of $600K, it presents a positive ROI.</p><p>But the question arises, is there room for improvement? By looking at these numbers, we have to think about potential uplift. If the team is overwhelmed or not particularly content with their tasks due to repetitive manual efforts, there could be a substantial case for automation.</p><p>Assuming hiring another member would cost an additional $6K a month, one would wonder: could the same result, or even better, be achieved by directing that budget toward automation? If automation could make the team's processes smoother and more efficient, could they possibly manage a larger budget, say $750K, with the same headcount?</p><p>The margins speak volumes here. Even a minor increase in efficiency, say 5% or 10% monthly due to optimized processes, could significantly amplify results.</p><h2 id="can-small-teams-benefit-from-implementing-paid-social-automation">Can small teams benefit from implementing paid social automation?</h2><p>The myth that paid social automation is solely the realm of huge enterprises is far from reality. There are small teams that also utilize automation solutions. In fact, the landscape has smaller agencies, with teams ranging from five to fifteen people, that are integrating automation in exceptionally impactful ways.</p><p>Take, for example, a lead gen agency, a mere year into its journey, but with a clear vision of service quality and growth. They're at the beginning of their growth journey, where they already know they want to do it the right way, right from the beginning. They're unwilling to compromise quality just for rapid growth.</p><p>It's about finding the right balance between growth and quality, especially when success leads to increased demand. The challenge is maintaining consistency in the service quality as the client base expands. This is where the foresight of automation comes into play. Even if there's no immediate demand for automation, forward-thinking agencies recognize its impending significance in maintaining and elevating service standards.</p><p>The core of such paid social teams often consists of a lean team, sometimes with just two key players handling ad operations. Yet, with the power of automation tools, they can effortlessly scale, maintain quality, and deliver exceptional results. It's a testament to the idea that you don't need a vast team to achieve great results. Sometimes, all you need is a clear vision, determination, and the right tools in your arsenal.</p><h3 id="conclusion">Conclusion</h3><p>Paid social automation is no longer a luxury but a necessity in today's rapidly evolving paid social world. While it is evident that large teams with high-volume operations can benefit immensely from automation, the paradigm shift is that even small teams, with lean operations, can leverage this technology. As the digital landscape becomes more complex and competitive, efficiency, agility, and consistency will be the pillars of success, and automation stands at the intersection of these.</p><p>It's not just about how much you spend, but how efficiently and smart you spend it. Investing in paid social automation is like building a strategic ally – one that optimizes resources, amplifies productivity, and ensures that businesses, irrespective of their size, can focus on what truly matters: innovation and growth. The choice isn't about whether to adopt automation but how soon you can embrace it to redefine your paid social strategy's future trajectory.</p>

Want to learn more about investing into paid social automation? This guide dives deep into the economics, benefits, and implementation strategies of paid social automation.

Is it worth starting to invest in Paid Social Automation? Calculating the ROI with Martin Kreienbaum from Kitchn.io

Is it worth starting to invest in paid social automation? Calculating the ROI

Uncover the transformative power of AI for paid social in our deep dive with Mike Taylor. From tools to trends, see how AI is revolutionizing the landscape of paid social marketing.

AI's Role in Paid Social Marketing: Expert Insights with Mike Taylor

AI Revolution in Paid Social Marketing: Strategies, Trends, and Insights with Mike Taylor

<p>Over the years, we've partnered with the top paid social agencies, helping them streamline their operations and optimize the use of automation and technology to boost efficiency, amplify results, and cut down on errors. This invaluable experience had us ask overselves - if we were to build a Paid Social agency from zero, how would we go about it?</p><p>This guide reflects the answer to this question, drawing upon key building blocks for establishing a successful paid social agency. We have spent numerous hours working with the top agencies and developed a unique perspective, as well as a deep understanding of processes and challenges in the paid social world. This guide into a must-have tool for those embarking on a journey in this field.</p><h2 id="the-foundation-of-a-good-paid-social-agency"><strong>The Foundation of a Good Paid Social Agency</strong></h2><p>Creating a solid foundation is the first step in building a successful paid social agency. This process involves choosing a niche, picking the right channels to specialize in, and defining your agency's core capabilities.</p><h3 id="choosing-a-niche"><strong>Choosing a Niche</strong></h3><p>From our perspective, one of the most critical principles of running a successful paid social agency is to have a clear focus and a well-defined niche. This is achieved by building up expertise and thought leadership in a specific area, and refining processes through repeated execution of the same tasks. This repetitive practice ensures that the team becomes exceptionally good at what they do.</p><p>Choosing a niche doesn't mean restricting yourself. Rather, it's about aligning the agency's strengths with the needs of a specific set of clients. For instance, an agency might choose to cater specifically to e-commerce stores that need to advertise on Facebook and TikTok. The niche you choose should ideally align with your skills and knowledge, providing the best opportunities to deliver outstanding results for your clients.</p><p><img src="/images/content/paid_social_agency_niches.png" alt="Possible niches for a paid social agency"></p><h3 id="choosing-2-3-channels-to-specialize-in"><strong>Choosing 2-3 Channels to Specialize In</strong></h3><p>Once we've defined our niche, the next step is to select the channels that we'll focus on. This is another critical area where depth is more beneficial than breadth. To deliver significant value, it's best to master a few channels than to spread your efforts too thinly across multiple platforms.</p><p>We would start with the platforms we know best - <a href="https://www.facebook.com/business/ads" target="_blank">Facebook</a>, Instagram, and <a href="https://www.tiktok.com/business/en" target="_blank">TikTok</a> - and devote the resources to becoming highly efficient in ad creation and testing on these channels. The goal is to develop a process where the outcome is independent of the person running it, turning the agency into a 'machine' that offers a productized service.</p><h2 id="structuring-processes-and-building-operational-systems"><strong>Structuring Processes and Building Operational Systems</strong></h2><p>We belive that the way you structure your processes and build your operational systems will largely determine your agency's efficiency. It's important to have effective reporting systems in place, establish open lines of communication with your clients, and maintain streamlined creative processes.</p><h3 id="good-reporting"><strong>Good Reporting</strong></h3><p>The most structured part of many businesses is their reporting process, and it should be no different for a paid social agency. <a href="https://www.kitchn.io/blog/facebook-ads-reporting-attribution-2023" target="_blank">Good reporting</a> is a fundamental necessity, and automated reporting is an excellent way to keep the client informed about what is working and what isn't.</p><p>There are many tools available that can help with this process, but the important thing is to establish transparency and trust with the client. By having clear, consistent, and accessible reports, we can ensure that our clients are always aware of the progress being made, leading to increased trust and satisfaction.</p><h3 id="communication-with-a-client"><strong>Communication with a Client</strong></h3><p>Effective communication is at the heart of any good client-agency relationship. This is particularly important when it comes to sharing assets. We’ve noted that the agencies that use a single tool for receiving creative assets from their clients tend to be more successful and efficient.</p><p>A smooth, unambiguous asset delivery process reduces frustration, saves time, and streamlines operations. Whether it's through a shared drive, a dedicated project management tool, or an entirely separate platform, having an agreed-upon process for sharing and receiving assets is critical to your agency's success.</p><h3 id="creative-processes"><strong>Creative Processes</strong></h3><p>Creativity is what sets one paid social agency apart from another. Having a good <a href="https://www.kitchn.io/blog/creative-testing-blueprint" target="_blank">creative testing</a> process is crucial for producing unique and effective ad creatives. This involves agreeing on a set of brand guidelines with the client, but within those boundaries, the agency should have the freedom to experiment.</p><p>Testing a high volume of creatives (100 per week, for example) is key. This process should ideally be automated to ensure efficiency. By having a standardized approval process and a constant stream of new content, you can maintain a high level of creativity while ensuring that all ads align with the client's brand.</p><p><img src="/images/content/creative_process_example.png" alt=""></p><h3 id="naming-conventions"><strong>Naming Conventions</strong></h3><p>Although it may seem trivial, we are absolutely sure hat having consistent and logical naming conventions can have a significant impact on an agency's success. Naming files, ads, and campaigns in a way that is easy to understand makes reporting and insights more effective, as it eliminates any confusion about which ads or campaigns were successful.</p><p>Well-thought-out naming conventions also make it easier to track the performance of different ads and campaigns over time, allowing you to refine your strategies based on hard data. This process, although seemingly mundane, is a cornerstone of running a successful paid social agency.</p><h2 id="key-hires"><strong>Key Hires</strong></h2><p>After setting up our agency and establishing its processes, the next step is to bring in the right team members. Building a team that can execute the vision is essential for a paid social agency's success.</p><p><img src="/images/content/KEY_HIRES_FOR_PAID_SOCIAL_TEAMS.png" alt="Key hires for paid social teams"></p><h3 id="media-buyer"><strong>Media Buyer</strong></h3><p>A media buyer is a key player in any successful paid social agency. This person is responsible for ad campaigns and making sure everything runs correctly. They're involved in everything from strategy to execution, and their skills and experience can make a significant difference in the effectiveness of your campaigns.</p><h3 id="creative-strategist"><strong>Creative Strategist</strong></h3><p>A creative strategist is another critical hire. This person should understand the brand and the psychology of advertising to generate new learnings and brief those creating new assets. They bridge the gap between the client's brand and the agency's creative process, ensuring that all content aligns with the brand's identity and objectives.</p><h3 id="account-strategist"><strong>Account Strategist</strong></h3><p>Once the operational side of things is under control, you can start thinking about hiring an account strategist. This professional is responsible for managing client relationships and aligning the agency's operations with the client's strategic initiatives. They serve as the primary point of contact for the client and play a crucial role in maintaining client satisfaction and loyalty.</p><h2 id="must-have-tools-for-a-successful-agency"><strong>Must-Have Tools for a Successful Agency</strong></h2><p>Working in or starting a paid social agency requires more than just a dynamic team. Specific tools are critical for enhancing daily operations, maintaining communication, and facilitating project management. Here are a few that we believe can significantly increase the agency's productivity and efficiency.</p><h3 id="reporting-tools"><strong>Reporting Tools</strong></h3><p>In the constantly evolving world of advertising, having a <a href="https://www.kitchn.io/blog/marketing-automation-with-simple-tools" target="_blank">robust reporting tool</a> is crucial. It's not just about pure metrics anymore. Instead, our reporting should also reflect what we've done—listing the experiments we've run, the time spent, and the ads created. These details help keep a record of our activities, making sure we don't overlook successful strategies or repeat mistakes.</p><p><img src="/images/content/reporting_example_kitchn.io.png" alt="TikTok reporting template example from Kitchn.io"></p><h3 id="communication-tools"><strong>Communication Tools</strong></h3><p>Efficient communication is at the heart of running a successful agency. While platforms like Slack provide a conduit for communication with clients, having a project management tool might offer a more streamlined process.</p><p>Tools like Asana or Monday, which allow for project-focused communication, can give the client more transparency into what's happening at any given moment. By integrating these tools with reporting tools, a lot of manual work can be automated, providing a more precise picture of the agency's efforts.</p><h3 id="project-management-tools"><strong>Project Management Tools</strong></h3><p>Project management tools are crucial for keeping track of multiple projects running simultaneously. With features such as asset storage, you can have a clear overview of all the videos, images, ad copy, etc., lined up for testing. Organizing these into different buckets or folders as per your chosen naming convention can further streamline operations.</p><h2 id="scaling-a-paid-social-agency"><strong>Scaling a Paid Social Agency</strong></h2><p>Scaling a paid social agency requires strategic planning and efficient execution. Each element, from maintaining focus to operational automation and creative testing, plays a crucial role in ensuring the agency's growth and sustainability. Here's our detailed list of key aspects to consider for scaling a paid social agency.</p><h3 id="keep-the-focus-while-scaling"><strong>Keep the Focus While Scaling</strong></h3><p>While scaling our paid social agency, it's imperative to maintain a crystal clear focus on the agency's vision and mission. Specializing in a specific industry or type of client can provide a significant advantage in terms of expertise and credibility.</p><p>Being an expert in a niche allows an agency to understand the market dynamics, customer behavior, and challenges faced by clients in that sector. This deep understanding can lead to the development of highly targeted and effective campaigns, setting your agency apart from competitors who offer more general services. In the end, a clear focus is not a limitation; it's a strategic positioning that fosters growth.</p><h3 id="operations-keep-automation-in-mind"><strong>Operations: Keep Automation in Mind</strong></h3><p>In the process of scaling, operational efficiency becomes pivotal. Our agency would definetely have well-documented standard operating procedures (SOPs) that can be easily understood and replicated by your team. SOPs ensure consistency in delivering services, regardless of who is performing the task, and reduce the chances of errors and inefficiencies.</p><p>Additionally, as we scale, automation should become a priority. From campaign reporting to client communication, many processes can be automated, freeing up valuable time for your team to focus on strategic and creative tasks. Automation tools can help streamline workflows, reduce manual errors, and increase overall productivity, allowing your agency to handle more clients without compromising quality.</p><p><img src="/images/content/automation_examples.png" alt=""></p><h3 id="structured-creative-tests"><strong>Structured Creative Tests</strong></h3><p>Creative testing is another crucial aspect of scaling a paid social agency. It involves routinely experimenting with various creative elements in your paid social campaigns to identify what works best for your clients.</p><p>Regularly conducting structured creative tests allows your agency to continually improve and optimize campaigns based on solid data, rather than assumptions or outdated practices. This process of consistent testing and learning can result in better campaign performance, client satisfaction, and overall growth for your agency.</p><h3 id="hiring-people-overseeing-the-system"><strong>Hiring People Overseeing the System</strong></h3><p>When it comes to hiring while scaling the agency, quality should always trump quantity. Rather than bringing in more people to handle manual tasks, we’d focus on hiring individuals who can oversee automated systems and make strategic decisions based on the data these systems generate.</p><p>They should also be comfortable with technology, as they'll be working closely with various automation tools and platforms. By hiring the right people, we will ensure that the agency continues to operate smoothly and efficiently as it scales.</p><h2 id="additional-strategies-and-methodologies-for-a-paid-social-agency"><strong>Additional Strategies and Methodologies for a Paid Social Agency</strong></h2><p>In the world of paid social advertising, standing still means falling behind. Thus, it's important to continuously explore innovative strategies and methodologies that can drive the growth of your agency.</p><h3 id="encouraging-creative-testing"><strong>Encouraging Creative Testing</strong></h3><p>Creating an environment where creative thinking is encouraged can greatly enhance your agency's ability to deliver unique and effective solutions for your clients. One way to do this is by allowing any member of your team to launch new creative tests.</p><p>By implementing a reward system, you can incentivize your team to come up with new ideas and approaches. This not only boosts your agency's creative output but also fosters a culture of innovation and collaboration.</p><h3 id="incentive-based-compensation-for-employees"><strong>Incentive-Based Compensation for Employees</strong></h3><p>An <a href="https://blog.hubspot.com/sales/incentive-compensation" target="_blank">incentive-based compensation model</a> can be another powerful strategy to boost productivity and creativity within your agency. By aligning the incentives of your employees with the goals of your agency, you can motivate your team to perform at their best.</p><p>This approach not only benefits the agency but also the employees, as they get rewarded for their contributions. It fosters a sense of ownership and commitment among your team, leading to increased morale, job satisfaction, and productivity.</p><h2 id="advice-for-aspiring-paid-social-agencies"><strong>Advice for Aspiring Paid Social Agencies</strong></h2><p>If you're aspiring to run a successful paid social agency, here are some key pieces of advice that can guide your journey.</p><h3 id="focus-is-absolute"><strong>Focus is Absolute</strong></h3><p>In the dynamic landscape of paid social advertising, it's easy to get distracted by the numerous opportunities that present themselves. However, maintaining a laser-sharp focus on what you do best is key to achieving outstanding results. By specializing in a specific area, your agency can become a go-to expert in that field, which can significantly enhance your credibility and attract more clients.</p><h3 id="know-your-clients"><strong>Know Your Clients</strong></h3><p>The success of a paid social campaign largely depends on how well you understand your client's industry, their business goals, their target audience, and their competition. By conducting in-depth research and analysis, your agency can develop highly tailored strategies that deliver maximum ROI for your clients.</p><h3 id="quality-over-quantity"><strong>Quality Over Quantity</strong></h3><p>While it may be tempting to take on as many clients as possible, remember that the quality of service you provide is what truly matters. Rather than spreading yourself thin over numerous clients, focus on delivering excellent results for a smaller number of clients. This approach can enhance your reputation, leading to higher client retention and referral rates.</p><h2 id="conclusion">Conclusion</h2><p>In conclusion, building a successful paid social agency is indeed a journey. It requires focus, commitment, and a relentless pursuit of innovation and improvement. However, with the right strategies and a clear vision, your agency can thrive in the ever-evolving world of paid social advertising.</p>

Learn expert tips and strategies for setting up and scaling a paid social agency. Understand core processes, discover must-have tools, and learn how to maintain focus while scaling.

Comprehensive Guide to Building and Scaling a Paid Social Agency | Kitchn.io

Building and Scaling a Paid Social Agency: Kitchn.io Insider Tips

<p>In this blog, we are discussing why automation is particularly interesting for paid social agencies with one of the co-founders of Kitchn.io, <a href="https://www.linkedin.com/in/simonkreienbaum/?originalSubdomain=de" target="_blank">Simon Kreienbaum</a>. We will dive into the daily operations of paid social agencies, and explore why they constitute a significant part of Kitchn.io's clients.</p><p>We will also define the key factors that drive successful automation implementation and understand how to assess the return on investment when considering implementing automation for your team.</p><h2 id="paid-social-agencies-are-often-clients-of-kitchnio">Paid Social Agencies are often clients of Kitchn.io</h2><p><strong>Q: It seems that a lot of Kitchn.io clients are performance marketing/paid social agencies. Can you explain why automation is so interesting for them?</strong></p><p><strong>A:</strong> Initially, we built Kitchn.io with the expectation that it would be most useful to in-house teams— agile startups with tech-driven teams that prioritize efficiency. We quickly realized that while these startups valued return on investment and readily adapted to new technologies to gain an edge over competitors, their approach was not necessarily process-driven.</p><p>In contrast, <a href="https://www.kitchn.io/customers/agencies" target="_blank">agencies</a>, particularly paid social agencies, are extremely process-focused. They often hire junior marketers and recent graduates, aiming to deliver consistent and reliable results to their clients without too much volatility. Unlike startups that constantly experiment with new strategies, agencies prefer methods that are tried and tested. They prioritize processes that enable them to deliver predictable outcomes across different clients.</p><h2 id="structured-processes-in-the-paid-social-agencies">Structured Processes in the paid social agencies</h2><p><strong>Q: Is a focus on structured processes a mandatory attribute of successful agencies?</strong></p><p><strong>A:</strong> Process and structure are key. Successful agencies need a repeatable playbook that continues to function effectively even when key personnel leave or are temporarily unavailable. To scale and manage multiple accounts, it's essential that they can replicate their success formula consistently.</p><p>A great agency usually has a well-defined process and a narrow client selection—they focus on one business model or industry, master it, and then branch out to another. It's unrealistic to expect a small agency to excel in everything, just as a restaurant that offers every type of cuisine will struggle to deliver a Michelin-star experience.</p><p><img src="/images/content/processes_in_paid_social.png" alt="Paid Social Processes automation framework"></p><h2 id="challenges-when-implementing-paid-social-automation">Challenges when implementing paid social automation</h2><p><strong>Q: What challenges might agencies face when implementing automation?</strong></p><p><strong>A:</strong> The first hurdle is the overestimation of how formalized their processes are. It's common for agencies to believe they've clearly defined every step, when in reality, many employees aren't using the new systems, processes, or tools.</p><p>The second challenge is the understanding of what automation really means. At Kitchn.io, we focus on logical, rule-based automation. We aim to replicate the manual steps that agencies take and build automated flows around them. However, some people mistakenly view automation as some form of magic that can drastically improve performance without human intervention.</p><h2 id="paid-social-automation-solutions">Paid Social Automation Solutions</h2><p><strong>Q: Given the numerous automation solutions currently on the market, how would you categorize them? Which solutions are best suited to which paid social teams?</strong></p><p><strong>A:</strong> I would categorize solutions based on the business model or industry being served. For e-commerce or other businesses reliant on a product feed, there are numerous tools available, such as Smartly, which focus on managing creatives at scale.</p><p>For agencies handling lead generation or affiliate marketing, where they don't have full access to the data set, tools that focus on data attribution or <a href="https://www.kitchn.io/blog/facebook-automated-rules-advanced" target="_blank">automated rules</a>, such as <a href="https://hyros.com/" target="_blank">Hyros</a> and Revealbot, can be valuable.</p><p>Finally, for in-house teams or agencies dealing with simpler e-commerce shops or apps, there are solutions that balance data attribution and rule automation, while also offering performance marketing functions. In all cases, Kitchn.io can play a role in simplifying and streamlining the process.</p><p>P.S. Learn more about paid social automation solution in <a href="https://www.remerge.io/findings/podcast/automation-and-performance-marketer-future" target="_blank">this podcast</a> with Simon.</p><h2 id="prioritization-in-paid-social-automation">Prioritization in paid social automation</h2><p><strong>Q: When it comes to automation, different companies obviously have different processes and priorities. How do you determine what gets automated first? Is it based on the significance of the process within the company? Or is there another method of evaluating where automation is needed most?</strong></p><p><strong>A:</strong> In my experience, there are two primary ways to think about this. One approach is driven by the potential for automation or technology to have a significant impact on your bottom line. If automation can help you manage larger budgets, scale up accounts, or drive greater efficiencies across campaigns, then these are the metrics that need to be focused on.</p><p>If you're a lead gen agency that gets paid per lead, for example, the primary metric to look at is whether you can decrease the cost per lead or increase the number of clients you work with, thus boosting revenue and profit.</p><p>However, this approach is more like making an educated guess because it's challenging to predict the actual impact. But there are clear-cut projects where, if successful, they would enable significant new business operations.</p><p>On the other hand, a more conservative and commonly used method is to look at existing processes and analyze where the most time is spent. These are typically processes that don't add value or require domain expertise - the ones that work exactly the same way, no matter who the client is.</p><p>In such cases, if a process is repeatedly performed by many people, and it takes up a considerable chunk of time each week, it's very likely to be a meaningful opportunity for automation.</p><h2 id="how-to-evaluate-the-roi-of-paid-social-automation">How to evaluate the ROI of paid social automation</h2><p><strong>Q: Let's delve into the economics of automation, particularly within paid social agencies. Automation usually comes at a certain cost. So how do you evaluate the return on investment when implementing automation, especially given the challenges some face in convincing co-founders, CFOs, and leadership teams that the investment in automation will be worth it in the long run?</strong></p><p><strong>A:</strong> The most conservative way to calculate ROI on automation is by looking at the time saved and the average hourly rate of a media buyer. This gives you a break-even point. If you can calculate this and it equates to or is less than the cost of the automation software or tool, it's usually an easy decision to implement the automation.</p><p>To give an example, let's say you have a solution that costs $3,000 per month, and you pay your media buyers around $30 an hour. This gives you a budget of 100 hours available to save through automation. If you have five people working, you aim to save 20 hours per month per person or about five hours per week. If you can achieve this, you've hit a break-even point or even made a small profit.</p><p><img src="/images/content/Evalutating_ROI_of_paid_social_automation.png" alt="Investing in paid social automation: Timeline"></p><p>However, this is only the starting point. The key question is what do people do with those saved five hours? As an agency, you might be able to handle more ad accounts without having to hire more people, thus saving on future salaries and recruitment costs.</p><p>Plus, it's important to remember that automation doesn't make the random errors that humans do, reducing mistakes in bidding which often come as an opportunity cost.</p><p>Moreover, morale is usually dependent on the type of work your team does. If media buyers are stuck doing monotonous, manual tasks, they might leave, resulting in replacement costs. But if they can spend their time on creative or strategic tasks, it can boost their job satisfaction, reduce churn, and potentially improve performance overall.</p><p>While this is harder to measure, it's where the most significant benefit often lies. If your media buyers can use their extra time to improve the overall account or deliver better client impressions, it can extend client retention, which has a profound effect on business value. In the end, if you can find a break-even case in terms of hours saved, the real benefit is likely two to five times larger, taking into account all the added benefits that people don't usually consider.</p>

Dive into the world of automation in paid social agencies and understand the significance of structured processes and how to evaluate the ROI of paid social automation. 

Automation for Paid Social Agencies: An Interview with 

Why is automation especially valuable for paid social agencies? 

<p>Picture this: after enjoying your weekend, you get back to work on Monday when suddenly you discover a big error in your ad account that has caused a huge chunk of the ad budget to be wasted. Or imagine your top-performing ads being disapproved on Friday late evening, resulting in a drop in performance over the weekend. Errors like these can lead not only to missed opportunities but also to damaged trust or the end of a partnership.</p><p>We all know the less error happens, the better the performance and happiness. We also know errors are unavoidable, we are all humans and make mistakes. Therefore, we’ve decided to put together the Quality Assurance Blueprint to support other professional paid social teams in building a robust quality assurance system to identify and fix any potential errors as soon as possible. These best practices have been refined working with leading digital advertising agencies including Pearmill, Ladder, and Socium.</p><p>In this blog post, we’ll dive into the essential elements of Quality Assurance, explore its various types and levels, and provide you with valuable resources to help you construct a bullet-proof QA system.</p><h2 id="what-is-a-quality-assurance-system-in-paid-social">What is a Quality Assurance system in paid social?</h2><p>Besides optimization, creative strategy, and reporting, paid social teams spend much time ensuring that all campaigns and ad sets are running as expected. Some of the advertisers have dedicated teams that check that the ads are set up in the correct way, targeting a relevant audience, optimized for a desired conversion goal, and tracked correctly. Some media buyers prefer to double-check everything before pushing campaigns live.</p><p>No matter how quality is assured, it surely takes a big portion of paid social teams’ time and resources. It's a vital aspect of the advertising process, as it helps maintain high standards, avoid costly errors, and ultimately, ensure the success of your campaigns. By developing and implementing an effective quality assurance system, advertisers can minimize risks, maximize efficiency, and better allocate their time and resources to drive impressive results.</p><p>A quality assurance system in paid social is a structured set of processes aimed to prevent, detect, and fix errors or mistakes within Facebook, Tiktok, Snapchat, and Pinterest campaigns. This framework ensures that every aspect of a campaign, ad set, ad, and ad creative, from targeting and tracking, is correctly implemented and monitored to achieve the desired results. By implementing a robust QA system, paid social teams can ensure the high quality of their work and build trust with seniors and clients.</p><p>A good QA system in paid social should not only monitor and review the ongoing campaigns but also check the ads before launching them to ensure that they follow the best practices and can reach the desired results. This allows paid social teams to fix the errors before even pushing ads live.</p><h2 id="who-should-implement-a-quality-assurance-system">Who should implement a Quality Assurance system?</h2><p>The simple answer is any advertiser looking to eliminate mistakes and ensure the highest quality of running ads. For some advertisers, especially those who manage many ad accounts, it might be easier to miss an error. Therefore the need for a QA system is higher. Advertisers who have a robust quality assurance system in place can minimize the risks associated with human errors and prevent wasted budgets or negative impacts on their reputations. Nobody wants to overspend on preventable mistakes!</p><p>Ultimately, a QA system is a smart investment for all advertisers, regardless of the size or complexity of their campaigns. By dedicating time and resources to creating a robust quality assurance system, you'll be monitoring your campaigns and ensuring their success. So, whether you're an advertiser or just starting out, a QA system is a must-have component that can help bring your advertising game to new heights.</p><h2 id="what-are-the-best-practices-for-building-a-robust-quality-assurance-system-in-paid-social">What are the best practices for building a robust Quality Assurance system in Paid Social?</h2><p>These best-practice quality assurance checks will help ensure your campaigns are consistently set up for success and effectively drive your desired results. The goal is to be notified early enough in case of any potential issues before they impact your campaign performance.</p><p>For instance, we’ve helped Socium set up several QA automations that spotted errors early and then sent alerts to the team through Slack. The alerts covered a range of potential issues, including problems with landing pages, UTM checks, tracking, and abnormally high-spend. On average, we flag over 2000 potential issues per month and notify the team so they can be fixed as fast as possible!</p><p><img src="/images/content/QA_blueprint_chart.png" alt=""></p><h2 id="core-functionality-checks">Core functionality checks</h2><h3 id="pixel-checks">Pixel checks</h3><p>If you are not tracking your conversions properly, you are wasting your ad budget! This is the simplest but very important check. Make sure regularly that events are firing and you are getting a decent amount of conversions.</p><p>Another important aspect of monitoring is the prioritized events. After the implementation of the iOS14, you can only optimize up to 8 events, therefore, your priorities should be up-to-date to track the campaigns correctly.</p><p>Even though it might seem difficult to make a mistake, a lot can go wrong! If you manage multiple ad accounts, you might accidentally select the wrong pixel or conversion domain and spend a part of the ad budget on non-trackable performance.</p><h3 id="landing-page-checks">Landing page checks</h3><p>Make sure that your landing page is live and functioning as expected. No matter how high your CTR is, if your landing page is dead or doesn’t load properly, you will lose a potential customer. Often times marketing teams are not responsible for the website and might not notice fast enough that the page was moved, deleted, or has other issues. But it’s still important that your ads are adjusted as soon as possible.</p><p>If you are running an e-commerce store and your product’s landing page becomes unavailable the moment the product is out of stock - all the ads that are linking to this page need to be paused or redirected.</p><p><img src="/images/content/QA_blueprint_URL_check.png" alt=""></p><h3 id="utm-checks">UTM checks</h3><p>In the post-iOS14 era, more advertisers rely on the UTMs as ads tracking solution. Though most of the time, UTM parameters need to be entered manually or copy-pasted. With manual copy-pasting work, mistakes are often inevitable and, in the case of UTMs, are not so easy spot, so you can go days without tracking ads. Make sure to implement a solution or process to quality control UTMs if you want to work with reliable data.</p><p><img src="/images/content/QA_blueprint_UTMs_check.png" alt=""></p><h3 id="disapproved-ads">Disapproved ads</h3><p>Disapproved best-performer ads right before or during the weekend are almost a guarantee of a drop in performance. It’s very easy to miss this notification among hundreds of alerts that Ads Managers send.</p><p>On top of being difficult to spot, disapproved ads require action. It’s not possible to automate the appeal via Facebook rules or with a sophisticated tool, therefore, it’s crucial that your team members get notified as fast as possible. Ideally, you want to establish a process around getting your ads approved so your team always knows how to proceed.</p><p><img src="/images/content/QA_blueprint_disapproved.png" alt=""></p><h2 id="performance-based-checks">Performance-based checks</h2><h3 id="no-spend">No spend</h3><p>For a growing brand, having no spend in paid social accounts could be as dramatic as spending too much! So, it's crucial to monitor not only the inefficiencies but also account for opportunity costs.</p><p>There could be a lot of reasons why your campaigns are barely spending (if at all). If you are using bids, they might be too low, your best ads could be disapproved, or there simply might be no active ads in the ad account. You might not be getting any conversion events, tracking could be broken, or, as experience shows, there might be an outage on the ad platform. In any case, if you are spending significantly less than on an average day, it's probably a good time to look into the ad account.</p><p>You may choose to get notified if your spend significantly drops, too, as it almost certainly indicates issues. Look at the average spend over the last 2 weeks, and if yesterday's or today's spend is lower by 30% or more, it's time to check the settings.</p><h3 id="high-spend">High Spend</h3><p>If, on the contrary, you are spending 30% above your average, you’d better be notified too. It could indicate a great performance of your ad creative, but it can also indicate extra 0s in the campaign budget. Or a wrong setting - like spending a lifetime campaign amount as a daily budget.</p><p>Sometimes it makes sense to combine it with a cost per result - this way, you can easily understand whether it’s just a really good day or something is off.</p><p><img src="/images/content/QA_blueprint_high_spend.png" alt=""></p><h3 id="cost-per-result-checks">Cost-per-result checks</h3><p>Similar to high spend, a significant change in cost per result could be both a positive and a negative development. If it's below average, it could indicate that your campaign is doing really well, or you are optimizing for the wrong event (for example, initiating checkout instead of a purchase). On the contrary, a rising cost per result is almost always an issue you might want to take a look at.</p><p>For this check, you can look at the absolute numbers (the actual cost per result), or at the relative numbers (trends). This way, you can determine a negative trend in your KPIs early enough and fix it before it's too late.</p><h3 id="click-to-lp-view-ratio">Click-to-LP view ratio</h3><p>This KPI might seem to be relevant only for some businesses, for example, those who run landing page tests and test different destinations. However, we recommend that everyone keeps an eye on it. If your click-to-LP view ratio is dropping, it could mean that there is an issue with your landing page.</p><p>It could also indicate that your creative and landing page have a discrepancy in the offer, meaning that your ad creative gives a wrong impression about your product or service. For example, it might be a “random” ad creative, text, or a headline that slipped into your ad account.</p><h3 id="add-to-cart-to-purchase-ratio">Add to cart-to-Purchase ratio</h3><p>Similar to the previous check, add to cart to purchase ratio is not only a KPI but also a functionality indicator. If your add-to-cart-to-purchase ratio is dropping, it can indicate that you are experiencing issues with the checkout, your product is out of stock, or a pricing issue.</p><p>In most cases, checkout issues will be spotted by customers only, and you will only get notified if your customers tell you. By monitoring this ratio, you will immediately spot discrepancies and know what to check.</p><h2 id="best-practices-checks">Best-practices checks</h2><p><img src="/images/content/checklist_QA_blueprint.png" alt=""></p><h3 id="naming-conventions">Naming conventions</h3><p>The importance of maintaining a consistent naming convention cannot be overstated. This is not only about keeping a clean structure but also about practicality. Without a standardized naming system, analyzing your campaigns and building reports can become a nightmare, and you might miss out on crucial insights.</p><p>Inconsistencies in the naming conventions happen all the time since most of the ads and their names are copy-pasted by humans. Often time when you duplicate an ad or an ad set, you will get a “Copy 2” at the end of your ad name. Or you might forget to change it all and then draw wrong conclusions if your reporting is partially based on naming conventions.</p><p>Using dynamic UTMs? Another argument to keep your naming conventions clean. Make sure your campaign, ad set, and ad names follow a coherent and logical structure that reflects essential information about the setting and ensure that it’s been used throughout all ad accounts.</p><h3 id="facebook--instagram-pages-are-selected-correctly">Facebook / Instagram pages are selected correctly</h3><p>The right selection of Facebook and Instagram pages is critical to your social media campaigns. Pages are one of the first things that a user will check after seeing your ad. Any mistake in this area could lead to your ads being published from the page of the wrong brand, causing confusion for your followers and potential customers.</p><p>You should ensure that the correct pages are selected for each of your campaigns. Any deviation from your standard pages should be marked as an error, and changes should be made as fast as possible.</p><p><img src="/images/content/QA_pages_checks.png" alt=""></p><h3 id="assets-are-optimized-for-placements">Assets are optimized for placements</h3><p>Have you ever spotted a feed ad in your stories with highlighted text under it? If so, you’d not want to expose your target audience to it.</p><p>Each ad placement has its unique characteristics and can impact the performance of your ads differently. Therefore, if you are using placement asset customization, double-check that you have the correct creative, headline, and text for every single placement.</p><h3 id="correct-cta-is-selected">Correct CTA is selected</h3><p>The Call to Action (CTA) is a vital component of your ad that helps your audience to take a specific action. It has been proven many times that the right CTA can significantly increase your conversion rates, while a wrong or missing CTA can lead to confusion and opportunity costs.</p><p>Ensure that your CTA aligns with the objective of your campaign. For example, if you run “Conversions” or “Product Sales” campaigns, your CTA most probably should be “Shop Now” or “Learn More”. If your ads' CTAs are not consistent with your campaign goals, it's time to make necessary adjustments.</p><h3 id="correct-optimization-event">Correct optimization event</h3><p>Ensure that the event you're optimizing for aligns with your performance goals. Define all possible conversion events for each campaign type. If a different one is selected, there's probably been a mistake in the setup that you want to fix asap.</p><p><img src="/images/content/QA_tracking_check.png" alt=""></p><h2 id="outage-checks">Outage checks</h2><p>The past weeks have been a challenging period for Facebook advertisers. Several unexpected system outages have led to accelerated ad spending, with 90% of budgets being before 10 am. This has resulted in an alarmingly bad ROAS and costs per result.</p><p>The cause for it seemed to be a mysterious doubling of CPMs, resulting in unanticipated waste of the ad budget. These recent events show that not only advertisers can make mistakes. This is a wake-up call for advertisers to prepare for possible future outages and act on them instead of chasing Facebook representatives asking for refunds.</p><p><img src="/images/content/meta_disruption.png" alt=""></p><p>Outage checks start with monitoring CPMs for any unusual increases. A sharp, unexplained rise in CPMs, independent of changes in ad creative, targeting, or overall market dynamics, could be a good sign of a system glitch. In the recent outages, CPMs unexpectedly doubled, leading to a substantial overspend.</p><p>Second, keep an eye on conversion events. If you stop receiving conversion events out of a sudden, it could be a red flag for a platform outage.</p><p>Third, a low CTR, particularly when accompanied by high spending, could suggest that your ads are being shown to the wrong audience or are not displaying properly. If your CTR significantly drops below your average, it may signal a system outage.</p><p>These simple outage checks can help advertisers prevent losses during platform outages and save a lot of time trying to fix the situation. While it is impossible to prevent these issues completely, being notified about them is the first and the most important step in managing outages successfully.</p>

Learn how to build a robust Quality Assurance system in paid social advertising. Discover how to prevent costly errors and maintain high ad quality with 

Quality Assurance in Paid Social: 

Quality Assurance Blueprint

<p>With the ever-evolving landscape of the Facebook ads platform and privacy regulations, keeping up with the latest best practices for Facebook ads reporting and attribution can be challenging. However, measuring the success of your Facebook ad campaigns is critical to ensure that you are getting a positive return on your advertising investment.</p><p>In this blog post, we'll explore the latest developments in Facebook Ads reporting and attribution in 2023 and provide insights from an expert and strategies for effectively measuring your Facebook ad campaigns.</p><h2 id="how-new-privacy-policies-affect-facebook-ads-data"><strong>How new privacy policies affect Facebook ads data</strong></h2><p>Over the past few years, Facebook ads reporting and attribution have undergone significant changes. These changes have affected how advertisers measure the success of their Facebook Ads campaigns and optimize Facebook ads.</p><p>The biggest challenge for advertisers was, of course, the introduction of&nbsp;<a href="https://www.facebook.com/business/apple-ios-14-speak-up-for-small-business/impact-on-ads-marketing" target="_blank"><strong>iOS 14</strong></a>&nbsp;by Apple. Before, Apple's privacy policy required users to explicitly opt out to prevent data tracking by apps, including Facebook. Data shows that most Facebook users didn't restrict access to their data, making it easy for businesses to build detailed Facebook ads reports. The introduction of iOS14, however, has limited the amount of data that can be tracked through Facebook's built-in measurement tools, such as the Facebook Pixel, unless users give explicit consent to share their device's identifier with advertisers (IDFA).</p><p><img src="/images/content/image_aa52e5bdc6614bb4bb70f0f7f03330e8_800.png" alt=""></p><p>With the release of iOS 14, Facebook's ability to track conversions and attribute them to specific ads has been impacted. When you don't know which campaigns are getting you the most conversions, Facebook ads reporting becomes challenging. The new restrictions included less event tracking by Facebook Ads and is now limited to 8 conversions per ad account. It also capped the number of campaigns and adset in ad campaigns for app install campaigns and targeting restrictions with custom and lookalike audiences.</p><p>The biggest challenge, therefore, became Facebook ads reporting and attribution. With the growing concerns over Apple's new privacy and data security rules, Facebook had to make several updates to its platform, which has limited the amount of Facebook ads campaign data available to advertisers.</p><p>Despite these changes, there are still ways for advertisers to measure the success of their Facebook Ads campaigns and attribute conversions.</p><h2 id="facebook-ads-reports-in-the-post-ios14-era"><strong>Facebook ads reports in the post-iOS14 era</strong></h2><p>After iOS, Facebook advertisers had to rely on Apple's SKAdNetwork API data sources to continue giving advertisers insights into their Facebook ads performance. However, it resulted in reporting limitations due to fewer available data and delays. Advertisers may experience delayed conversion reporting, resulting in lower conversion tracking accuracy. Optimization became more complex as attribution windows for active campaigns got shorter, and fewer audience insights were available due to the depreciation of specific breakdowns, such as age, gender, region, and placement.</p><p>We've asked Nick Boyce, Data &amp; Insights Director of&nbsp;<a href="https://spinbrands.com/" target="_blank"><strong>Spin Brands</strong></a>, how he and his team approach Facebook ads reporting in post iOs14 era, and this is what he said:</p><p><img src="/images/content/nick_boyce_ab4e2603e65dca9b8961d6c030fbe065_800.jpeg" alt=""></p><blockquote><p>"I think there is a hierarchy of needs when it comes to attribution. Platform data is generally enough to make day-to-day optimizations, but it shouldn't be used to drive bigger business decisions. We generally like to use a first-party data source to measure directional performance, as well as something like Google Analytics. Taken individually, none of these measurements will tell the whole story, but the key is understanding broader cause and effect."</p></blockquote><p>Despite iOS14 changes, there are still ways for advertisers to measure their Facebook Ads metrics and attribute conversions.</p><h2 id="facebook-ads-reporting-in-the-ads-manager"><strong>Facebook ads reporting in the Ads Manager</strong></h2><p>While multiple Facebook ads reporting tools are available to track your ad performance, the most straightforward and convenient way to start is still Facebook Ads Manager. Facebook Ads Manager is available for all ad accounts and is still the most popular tool for creating, managing, and monitoring campaign performance. It provides a wealth of data and insights that help you understand your top Facebook ads and identify improvement areas.</p><p>Since the Facebook ads algorithm relies on Facebook ad performance data to optimize campaign delivery, this data is still crucial to look at when evaluating ad performance and optimizing Facebook campaigns.</p><p>However, it's important to note that not all data obtained through Facebook Ads Manager can be entirely relied on due to the current privacy policies and iOS14 updates. As a result, you are likely missing some events and conversions. Despite this, some valuable ad metrics such as CPMs (cost per thousand impressions), engagement data (likes, comments, shares), and inbound clicks (the number of clicks that lead to your website or landing page) are still available to advertisers.</p><p>One major thing that many advertisers forget about is naming conventions. Now they are more crucial than ever! Not only will they help you to save time on Facebook ads reporting, but also provide more insights into your Facebook advertising and ad strategy. Due to the privacy policy updates, businesses won't see important metrics such as purchases, subscriptions, and ROAS while using Facebook ads breakdowns (for example, age, location, or placement).</p><p>Suppose you want more audience insights and determine which customer segment responds better to a new ad creative. In that case, you will need to use "extra segmented targeting in combination with good naming conventions for your paid campaigns, at least for testing campaigns and ad sets. Doing so will get bullet-proof data, similar to the earlier available breakdowns. This goes against best practices for Facebook ads (or digital marketing in general). However, it could provide you with a valuable Facebook ads report when defining a future ad strategy and allocating budgets.</p><h2 id="server-side-facebook-ads-reporting"><strong>Server-side Facebook ads reporting</strong></h2><p>One of the most effective ways to do facebook ads reporting is through server-side tracking. This tracking method allows advertisers to track conversions and other relevant metrics by sending data directly from the server to Facebook rather than relying on the Facebook Pixel or other tracking tools.</p><p>Server-side tracking has several advantages for your reporting process over browser tracking, including greater accuracy and the ability to track conversions from all users, including those who don't have browser tracking enabled. In addition, server-side tracking can help advertisers comply with privacy regulations and ensure they are not collecting any personally identifiable information from users, while still facilitating your Facebook reports.</p><p>Adapting to new privacy policies and advertising changes in Facebook Ads can be done effectively with the&nbsp;<a href="https://www.facebook.com/business/help/2041148702652965?id=818859032317965" target="_blank"><strong>Facebook Conversions API (CAPI)</strong></a>. Unlike the Facebook Pixel or other marketing tools, which tracks data through a user's browser and are affected by the iOS 14 update, the CAPI enables you to monitor conversions via your website's server. The CAPI eliminates the need for cookies or app tracking, making it a reliable option for tracking ad performance.</p><p><img src="/images/content/image_6fb0d7cbe970d5ede9a172acd59d1e6d_800.png" alt=""></p><p>The CAPI provides a comprehensive view of your conversion funnel by offering data for targeting and reporting audience insights and optimization. With the obsolescence of cookies, server-side tracking is the future. Using Facebook's CAPI together with Google Tag Manager gives you great control over conversion tracking.</p><h2 id="how-to-do-attribution-right-for-your-facebook-ad-campaigns"><strong>How to do attribution right for your Facebook ad campaigns</strong></h2><p>IOS14 and privacy changes negatively impacted attribution for Facebook ads marketing campaigns. However, there are many ways to determine which specific ads and campaigns are driving conversions and other desired actions on your website.</p><h3 id="facebook-ads-reporting-attribution"><strong>Facebook ads reporting attribution</strong></h3><p>The reliability of Facebook Ads attribution has been impacted by Apple's new privacy policy and App Tracking Transparency framework. To keep it under control, Facebook has introduced Aggregated Event Measurement to limit data tracking and comply with the new framework. However, the limited data tracking and aggregated event reporting can result in lower conversion tracking accuracy and delayed Facebook ads reporting.</p><p>Facebook Ads native attribution accuracy will vary for different businesses and industries, depending on their target audience and how they use Facebook Ads. For example, some companies may see only a small impact, while others, relying heavily on iOS mobile users, may significantly decline conversion tracking accuracy. Generally, it's essential to be prepared to track Facebook ads performance differently and adjust your measurement and optimization strategies based on multiple data sources.</p><p>Some advertisers say that because of the lost visibility in Facebook ads reporting, most conversions get attributed to campaigns with many retargeting audiences. However, looking at the ad spend and assuming that algorithm tries to deliver mostly great Facebook ads, it might not be true. Suppose you want to ensure that your results come from new customers. In that case, the only way to do Facebook ads reporting is to look at the server data, especially if your goal is customer acquisition rather than revenue per customer.</p><h3 id="google-analytics"><strong>Google Analytics</strong></h3><p>Google Analytics as a reporting tool can be used not only for google ads but also to provide a more comprehensive view of your Facebook ad performance and attribution.</p><p>Adding UTM parameters is a widely used approach to merging Google analytics data with Facebook ads reporting data. Add UTM parameters to your ad links to accurately attribute conversions to specific Facebook Ads campaigns and ad sets. UTM parameters provide additional information to Google Analytics about your traffic source, medium, and campaign. For example, if you use ad id in the UTM parameters, you will see conversions directly attributed to your Facebook ads!</p><p><img src="/images/content/image_9e08589410b4af2f6faf1e1e0feedf07_800.png" alt=""></p><h3 id="first-party-data-sources"><strong>First-party data sources</strong></h3><p>First-party data is collected directly from your website, app, or other properties. In the context of Facebook Ads reporting, first-party data is a precious source for ad set and optimization. Simple insights from your users or customers can be used for Facebook ads reporting, daily optimization, and campaign planning.</p><p>Website visit data can help you get more insights into the customer journey and trends. Pages visited, products viewed, and time spent on a website can be used to inspire ad creatives and campaign strategies based on the interests and behaviors of your website visitors. Take a look into purchase data as well - information about past purchases, such as items bought, frequency of purchases, and amount spent. Although a product may perform better on different marketing channels, you will identify the general trends and can implement them in a future Facebook ad campaign.</p><p>Use customer email addresses to create valuable custom and lookalike audiences. You can upload a hashed list of customer email addresses to Facebook ad accounts and build a lookalike audience. However, you must be very careful and follow anonymization rules and privacy policies.</p><h2 id="shall-i-use-third-party-facebook-ads-reporting-tools-to-succeed-in-2023"><strong>Shall I use third-party Facebook ads reporting tools to succeed in 2023?</strong></h2><p>The changes to Facebook's attribution capabilities due to iOS 14 will require advertisers to adapt and find new ways to measure the effectiveness of their campaigns. Another way to approach facebook ads reporting in 2023 and evaluate the success of your Facebook Ads campaigns is by using alternative measurement or third-party tools. Of course, many software solutions on the market could be extremely valuable if you are searching to bring your Facebook ads reporting to the next level and understand in detail how your social media channels are affecting the overall company's performance metrics.</p><p>We've asked Nick Boyce's opinion on the topic of using third-party attribution tools:</p><blockquote><p>"No attribution tool is perfect. I'm impressed with what&nbsp;Triplewhale&nbsp;is building and open-minded to third-party attribution tools in general. But so far, we are satisfied with what we get by blending platform, first-party, and Google Analytics data", says Nick from Pollenary.</p></blockquote><h2 id="build-your-custom-facebook-ads-reporting-tool"><strong>Build your custom Facebook ads reporting tool</strong></h2><p>If you want to automate Facebook ads reporting and bring platform, first-party, and Google Analytics data together, Kitchn.io&nbsp;<a href="https://www.kitchn.io/platforms/facebook-ads-automation" target="_blank"><strong>has a solution for you</strong></a>. Kitchn.io allows you to pull data from multiple sources in one place with just a few clicks and build custom, automated reports.</p><p>Kitchn.io Facebook ad reporting tool allows you to merge all valuable insights in Google Spreadsheets, Airtable, or Notion so that you can build a custom report for each use case. Since most teams know how to work with sheets, it makes Facebook ads reporting easier and accessible to everyone.</p><p>Facebook Creative Reporting in Gsheets | Kitchn.io template</p><p><img src="/images/content/image_0041ff15e11ecebd3a4c60ea7015e19d_800.png" alt=""></p><p>For example, you can combine data from the Facebook ads API and Google Analytics to analyze and determine your best Facebook ads. Some metrics, such as ad spend and results, will be taken directly from the platform. Conversion data can come from different channels, such as your backend or google analytics. With Kitchn.io, you can merge multiple data sources based on the ad id to get valuable, actionable insights.</p><p>Creative Reporting by Kitchn.io | A screenshot of the automation</p><p><img src="/images/content/image_5ef4bf7f527c0b9bd533e59aeb2edc48_800.png" alt=""></p><p>You can use ready-to-use Kitchn.io's pre made templates for Facebook ads reporting (also for TikTok, Google, Twitter, and Snapchat ads) or build your automated tool for custom reports. Learn how&nbsp;<a href="https://www.foodspring.de/" target="_blank"><strong>foodspring</strong></a>&nbsp;has&nbsp;<a href="https://www.kitchn.io/case-studies/foodspring" target="_blank"><strong>automated their paid social ads reporting</strong></a>&nbsp;with Kitchn.io.</p>

Keep up with the latest best practices for Facebook ads reporting and attribution. Learn to measure your Facebook ad campaigns effectively with this guide.

Facebook Ads Reporting & Attribution in 2023: How to Measure Your Ad Campaigns Right

Facebook ads reporting & attribution in 2023: how to measure your ad campaigns right

<p>As technology and marketing strategies continue to evolve, so does the role of a growth marketing manager. In 2023, the role of a growth marketer has become increasingly complex and multifaceted. It requires a combination of technical skills, creative thinking, and business acumen to drive successful growth for a company.</p><p>We've asked <a href="https://www.dansiepen.io/" target="_blank">Dan Siepen</a>, a Sydney-based growth marketer, what are, in his opinion, the most important growth marketing skills. Dan has founded Australia's largest growth hacker community and regularly hosts events in Sydney. He also has two great blogs, in which he shares <a href="https://www.itsfundoingmarketing.com/inspiration" target="_blank">e-commerce growth marketing</a> ideas, and <a href="https://www.dansiepen.io/saas-stack" target="_blank">SaaS Tool Stack</a>, to help you facilitate your marketing efforts!</p><p><img src="/images/content/image_77ba730880e5f0ded98babbcfa9696d2_2000.png" alt=""></p><p>It’s fun doing marketing: an e-commerce growth marketing blog by Dan Siepen</p><p>This blog post will explore what it means to be a growth marketing manager in 2023 and the skills, responsibilities, and challenges of the role. Since Kitchn.io focuses on paid social channels, we <strong>mostly talk about growth marketers primarily working with Facebook, Tiktok, and Snapchat ads!</strong></p><h2 id="what-are-the-most-important-skills-for-a-growth-marketer-in-2023"><strong>What are the most important skills for a growth marketer in 2023?</strong></h2><p><strong>Dan:</strong> There are quite a few skills that are important for growth marketers, and the area of paid social requires a few key skills. In my personal opinion, there are three critical skills that growth marketers need to be on top of in order to not only stay on top of paid social trends but also excel and perform. Here are three critical skills:</p><h3 id="analytics-skills"><strong>Analytics Skills</strong></h3><p>Strong analytical skills with an experimentation framework in place. Scaling ad accounts all comes down to continuous testing and knowing when to kill/scale campaigns.</p><h3 id="deep-understanding-of-customer-journeys"><strong>Deep understanding of customer journeys</strong></h3><p>Deep understanding of customer journeys - the strongest growth marketers know the customer journey deeply of the business they’re working with (or for). Every single stage requires targeted ads for when visitors/customers are at a particular stage in the journey. Long gone are the days of simply setting up wide remarketing audiences with no personalisation and expecting things to perform consistently.</p><h3 id="strong-creative-skills"><strong>Strong creative skills</strong></h3><p>Creative is everything in the world of paid social.</p><h2 id="how-are-the-responsibilities-and-priorities-of-paid-social-growth-marketers-changing-over-time"><strong>How are the responsibilities and priorities of paid social growth marketers changing over time?</strong></h2><p><strong>Dan:</strong> There have been a lot of fluctuations in the responsibilities and priorities for performance growth marketers over the years. To be honest, there are always new challenges every year, particularly with big platform updates.</p><p>We’ve had Covid, iOS 14 updates, more competition (regardless of industry/category), CPMs increasing (and becoming more expensive)... you name it. And now, the ad platforms are focused on becoming easier to set up and manage. Yes, I mean easier and more accessible for advertisers (particularly those who haven’t advertised before) to start creating and running ads. Again, more advertisers equal rising costs. So now, it’s about being smart with every dollar invested by brands and marketers.</p><p>In terms of responsibilities and skills, these are the particular focuses that have become more important than ever.</p><h3 id="creative-strategy"><strong>Creative Strategy</strong></h3><p>Creative strategy + an awesome creative workflow - you need to not only have a strong creative framework, but you also need to have a great workflow when it comes to creative output.</p><h3 id="experimentation"><strong>Experimentation</strong></h3><p>You need to have the ability to move fast and constantly test new ads, ad sets, audience combinations, creative angles (etc.) - everything. This is what it takes in order to find some winning combinations which you can back for scaling.</p><h3 id="automation"><strong>Automation</strong></h3><p>The world of AI has shaken up a lot of things across the marketing sphere, and when it comes to paid social, I think it’s been absolutely awesome. Now in a world where you need to adapt fast in an increasingly competitive landscape, adopting a platform like Kitchn to speed up creation, management and scaling is an advantage for brands and marketers.</p><p>This is just my opinion from my own personal experience.</p><h2 id="what-does-a-typical-day-of-paid-social-growth-marketers-look-like-in-your-opinion-what-daily-tasks-do-they-spend-most-of-their-time-on"><strong>What does a typical day of paid social growth marketers look like, in your opinion? What daily tasks do they spend most of their time on?</strong></h2><p><strong>Dan:</strong> Every paid social marketer is different in terms of how they go about their daily routines, but for me personally, as a performance/growth marketer, these are the main daily tasks I do.</p><h3 id="daily-bid-and-budget-checks"><strong>Daily bid and budget checks</strong></h3><p>Check daily budgets/results (within ads manager + automation platforms) - not every marketer checks their account(s) performance daily, but I’m just one of those people who just loves to be on top of things. I love the attention to detail, and just by checking daily, I always get learnings and key takeaways for optimisations. Automation tools like Kitchn are awesome for checking data faster which is really useful to save time.</p><h3 id="overview-of-results"><strong>Overview of results</strong></h3><p>Quick overview of results attributed to ads - Whilst you can see the detailed insights related to ads specifically in the ads manager/automation tool, it’s then just as important to cross-check performance across other channels and how ads have played a role. For example, you may have ads that have resulted in new email newsletter subscribers, which is great. However, how many of those subscribers have turned into paying customers in ‘X’ period (e.g. 7 days)? This is just a simple example, as there are many other channels and campaigns that may be happening concurrently. Again, it’s not about going crazy with data and insights daily, but it is good to have a checklist of items to quickly check to ensure things are heading in the right direction.</p><h3 id="review-experimentation-framework"><strong>Review experimentation framework</strong></h3><p>The best growth marketers that I’ve had as colleagues over the years are really good with experimentation frameworks and tracking experiments. I check what A/B split tests are currently running at the time, and then I add more A/B split-test ideas/experiments based off the data I see within the automation tool/ads platform. At any one time, I usually have 30+ experiments/tests ready to go.</p><h3 id="review-brief-designvideography-workflow"><strong>Review brief design/videography workflow</strong></h3><p>And create new briefs as required. This incorporates checking updates and communications between contractors - designers, videographers, copywriters, as well as influencers/UGC video content creators.</p><h3 id="provide-context-around-data-and-performance-to-the-team"><strong>Provide context around data and performance to the team</strong></h3><p>I wouldn’t say communication daily is required when chatting with clients and internal teams, but I do each day ensure I write notes on observations, data trends, and what the ‘next steps’ are based on performance data (whether good or bad). I always have talking points prepared when it comes to reporting what’s happening across paid media for the business/startup.</p><h2 id="what-is-your-opinion-on-paid-social-automation-do-you-think-businesses-should-look-into-it-when-scaling-ad-operations"><strong>What is your opinion on paid social automation? Do you think businesses should look into it when scaling ad operations?</strong></h2><p><strong>Dan:</strong> My opinion is overwhelmingly positive when it comes to paid social automation platforms like Kitchn. Scaling ad accounts has become more challenging, and I believe it’s only going to become more challenging as costs and competition increase. In fact, some of the best performance marketers I know are using automation tools for scaling creative, audience creation and budget controls which are focused on key ROAS targets/KPIs.</p><p>So the answer for me is pretty simple, and I’ve been recommending platforms like Kitchn for other marketers who truly are looking for scale. I still can’t believe what I used to have to do over the years when it came to managing and scaling accounts (haha). I’m actually really glad ad automation platforms like Kitchn exist, as it does save a lot of time when I have to focus on other channels (which also need to perform).</p>

Discover the role and responsibilities of a growth marketing manager in 2023 from the perspective of Dan Siepen. Understand the skills needed to excel in this dynamic field.

Excel as Growth Marketing Manager in 2023: Insights from Dan Siepen

What does it mean to be a growth marketing manager in 2023?

<p>Are you an agency founder or head of marketing looking to scale your business? When the number of marketing channels and ad accounts under your supervision grows, you probably consider expanding your team and hiring a growth marketer. With the higher number of operational tasks, it's common for businesses to hire marketing team members to delegate ad operations. However, it's not always the best investment.</p><p>With AI and new technology being on the radar of many DTC brands and agencies, the question of scaling ad operations is not just limited to the choice of hiring or not hiring. Some of the AI tools are slowly taking away some tasks. For example, some advertisers delegate ad copywriting to ChatGPT, while others rely on software solutions for data analysis.</p><p>In this blog post, we will discuss the <strong>right time to hire a growth marketer and when it's better to choose in favor of technology.</strong> We'll look at multiple factors involved in investing in a growth marketing hire and the pros and cons of implementing technology so that you can make an informed decision. With the right approach, you can leverage technology and growth marketing to maximize your growth and success.</p><p><img src="/images/content/image_5b63919f741264c5232273ae3478f796_2000.png" alt=""></p><p>Are you scaling ad operations: hiring or implementing technology?</p><h2 id="how-is-the-growth-marketing-position-changing-over-time"><strong>How is the growth marketing position changing over time?</strong></h2><p>In the past years, a lot has changed for growth marketers. However, the basics are still the same. Growth marketing managers are still focused on trying new channels, running A/B tests, overviewing digital marketing campaigns, and optimizing the entire marketing funnel.</p><p>The position demands a very data-driven mindset and requires a combination of technical, analytical, and creative thinking. The best growth marketers in their daily activities demonstrate the ability to think strategically, understand data-driven marketing, and stay on top of the latest marketing trends.</p><h3 id="in-2023-a-good-growth-marketer-has-hard-skills"><strong>In 2023 a good growth marketer has hard skills</strong></h3><p>With the emergence of AI and advanced technological solutions, <strong>many growth marketers are getting more technical skills</strong>. Performing advanced data analytics makes growth marketers' work so much easier!</p><p>Technical skills are crucial in growth marketing because they enable marketers to analyze whatever dataset effectively. With good knowledge of SQL and Python, growth marketers can collect, process, and analyze large amounts of data to identify trends and insights that drive growth. This allows us to make informed decisions on campaign strategies, improve the customer experience, and increase conversions.</p><p>Finally, hard skills are becoming more critical because they provide growth marketers with the tools to measure the impact of their campaigns. Using data analytics tools and platforms, growth marketers can track the incremental uplift of critical metrics such as conversion rates, website or app events, and customer retention.</p><p><img src="/images/content/unsplash-image_620cd53019f1bd41f2474a048d9d54fd_2000.jpg" alt=""></p><p>Photographer: <a href="https://unsplash.com/@florianolv" target="_blank">Florian Olivo</a> | Source: <a href="https://unsplash.com/" target="_blank">Unsplash</a></p><h3 id="learning-web-infrastructure-is-essential"><strong>Learning web infrastructure is essential.</strong></h3><p>The basic web infrastructure knowledge helps growth marketers optimize the lower funnel for maximum performance. For example, it allows a growth marketer to test and implement changes to websites and landing pages, improving their user experience and driving higher conversion rates.</p><p>They can also use data analysis to personalize landing pages and create a unique experience for some target audiences.</p><h3 id="content-is-a-part-of-the-job-description"><strong>Content is a part of the job description.</strong></h3><p>Others, on the other hand, are getting more into creators' economy and expanding their knowledge of influencer marketing or social media marketing strategy. To succeed, large companies and early-stage startups need to focus a lot on content production, both for paid ads and organic channels.</p><p>In 2023, it's impossible to outperform your competitors solely through conversion rate optimization and marketing funnel changes. A successful growth marketer will have a comprehensive creative strategy and ad testing knowledge.</p><p>Besides content production, <strong>a growth marketer needs to understand content marketing well</strong>. Content is king in 2023, and growth marketers need to know how to work with text, video, and audio material, content creators, and how to promote it.</p><p>This requires a deep understanding of the target audience, their pain points, and the type of content that will engage them. Growth marketers must also have a solid grasp of the various content marketing channels and how to leverage them to drive traffic and engagement.</p><p>NB: We've asked <a href="https://www.dansiepen.io/" target="_blank">Dan Siepen</a>, a Sydney-based growth marketer, what are, in his opinion, the most important growth marketing skills. Dan has founded Australia's largest growth hacker community and regularly hosts events in Sydney. He also has two great blogs, in which he shares <a href="https://www.itsfundoingmarketing.com/inspiration" target="_blank">e-commerce growth marketing</a> ideas, and <a href="https://www.dansiepen.io/saas-stack" target="_blank">SaaS Tool Stack</a>, to help you facilitate your marketing efforts!</p><p><img src="/images/content/image_6dc8409ca5dc859c122c0f10cd2f4919_2000.png" alt=""></p><p>SaaS Marketing Tools stack (2023) by Dan Siepen</p><h2 id="when-is-the-right-moment-to-start-searching-for-growth-marketing-experts"><strong>When is the right moment to start searching for growth marketing experts?</strong></h2><h3 id="reason-1-you-need-more-brainpower-to-boost-your-customer-acquisition"><strong>Reason 1: You need more brainpower to boost your customer acquisition</strong></h3><p>First, if you lack appropriate knowledge in-house but are ready to invest long-term in a growth strategy, it's probably a good time <strong>to search for a growth marketing expert</strong>. This is an obvious solution to fill in your company's knowledge gaps.</p><p>It doesn't have to be a full-time commitment in the beginning. Before hiring your first growth team member, you might as well start with a consultation with one of the freelance growth marketers to understand how to structure your process and allocate resources. A good candidate will inform you about your current growth opportunities and marketing tactics that could be worth trying.</p><h3 id="reason-2-you-consider-hiring-a-growth-marketer-as-an-investment-in-talent"><strong>Reason 2: You consider hiring a growth marketer as an investment in talent</strong></h3><p>If you believe you have a product market fit and are ready to scale, consider <strong>hiring a growth marketer full-time</strong> and be willing to invest in their development. However, before you make an offer to someone, create a development plan and allocate resources to help the growth marketer train and acquire the skills necessary to succeed.</p><p>It should also include access to the essential tools and resources, training and coaching, assigning them a mentor, or offering opportunities for professional growth.</p><p>It's a good idea to ask during the interview process which soft and hard skills a candidate wants to improve, to see whether it's aligned with your company's business goals. Remember that, unlike traditional marketers, growth marketing specialists need more training since growth marketing is a very dynamic field that is changing quickly!</p><h3 id="reason-3-you-are-setting-up-new-growth-goals"><strong>Reason 3: You are setting up new growth goals</strong></h3><p>If you are scaling to new markets or launching additional products, you might need extra support with new business strategies. <strong>A growth marketer can be responsible for all marketing activities related to recent strategic decisions.</strong></p><p>It could include testing acquisition channels, constantly improving customer experience, optimizing the entire funnel customer journey, or setting up and figuring out a new marketing channel.</p><p>An expert growth marketer could be the best investment you can make to boost your business and acquire new customers. Having a growth marketer on your team can help you stay ahead of the competition and remain agile in a constantly changing marketing landscape. With their innovative ideas and data-driven approach, they can help you identify new growth opportunities and execute strategies that deliver results.</p><p>Whether testing new acquisition channels, optimizing ad spend, or creating effective social media marketing campaigns, a growth marketer can significantly impact your business growth.</p><h2 id="when-can-i-scale-by-implementing-technology"><strong>When can I scale by implementing technology?</strong></h2><h3 id="reason-1-you-hire-growth-marketers-to-delegate-operations"><strong>Reason 1: You hire growth marketers to delegate operations</strong></h3><p>If you want to <strong>hire a growth marketer only to delegate operations</strong>, you better invest in <strong>marketing automation</strong>. There is no benefit from adding team members that will soon be overwhelmed with manual, non-value tasks and lose their motivation throughout a couple of months.</p><p>Why would you invest in growth marketers with a growth mindset and a proven track record to make them copy-paste data from google analytics to a spreadsheet?</p><p>The manual operations will quickly become mundane and tedious, and the growth marketer will soon be searching for new opportunities with marketing agencies and brands. However, growth marketing is so much more than just manual operations!</p><p>Considering that the hiring process is usually quite expensive and time-consuming, it's not worth the cost and effort if growth marketers cannot work on something exciting and fulfilling.</p><h3 id="reason-2-you-have-standardized-the-most-important-processes-or-willing-to-do-it"><strong>Reason 2: You have standardized the most important processes or willing to do it</strong></h3><p>Do you run multiple ad accounts? If so, do you have a standard procedure for executing repetitive processes? Standardization is considered to be the first step towards automation.</p><p>If you can describe a step-by-step process of, for example, optimizing your paid search campaigns, you can automate it.</p><p>Automation enables organizations to scale ad operations quickly and efficiently without adding team members. Moreover, automating repetitive processes usually means fewer human errors since all processes are executed following a standard template.</p><p>Therefore, businesses should consider the <strong>benefits of marketing automation before hiring growth marketers to avoid wasting resources</strong>. Many marketing automation solutions are designed to automate manual processes and free team members to focus on more strategic and value-added tasks.</p><h2 id="scaling-paid-social-media-marketing-efforts"><strong>Scaling paid social media marketing efforts</strong></h2><p>If Facebook and TikTok ads are an important part of your growth strategy, and you are getting overwhelmed by the number of tasks you need to do daily, look into Kitchn.io. We've helped businesses reduce manual ad operations such as <a href="https://www.kitchn.io/solutions/creative-testing" target="_blank">creative testing</a>, reporting, and <a href="https://www.kitchn.io/solutions/automated-scaling" target="_blank">optimization</a> by 80%!</p><p><img src="/images/content/image_562cf3745c6ecf30e478c6e76edda47e_2000.png" alt=""></p><p>Automate paid social creative testing with Kitchn.io</p><h2 id="summary"><strong>Summary</strong></h2><p>In conclusion, the growth marketing role is changing with the emergence of AI and advanced technology. While growth marketers still need hard skills, such as knowledge of SQL and Python, and soft skills, such as content creation and marketing strategy, <strong>technology can help them facilitate daily tasks and save time on repeating processes.</strong></p><p>Cost, time, and business goals must be considered when hiring a growth marketer or implementing technology. If you are ready to invest long-term in a growth strategy, have a product market fit, or are scaling to new markets, it's an excellent time to consider <strong>hiring a full-time growth marketer</strong>. However, if you have limited resources, consider starting with a consultation.</p><p>On the other hand, <strong>if you want to decrease the number of operational tasks, technology can help automate and streamline repeatable, standardized processes, making them more efficient and consistent</strong>. Ultimately, the right choice will depend on your specific business needs and goals.</p>

How to scale your ad operations in 2023? Learn the pros and cons of hiring a growth marketer versus investing in technology from the 

Should I hire growth marketer or invest in technology? | 

Hire growth marketer vs. invest in tech: how to scale your ad operations in 2023

<p>Facebook automated rules are an incredibly powerful tool for managing your Facebook Ads. With the proper setup, Facebook automated rules can help you save time and money while maximizing your ad performance.</p><p>You can ensure your Facebook ad campaigns, ad sets, and multiple ads are monitored and optimized 24/7: underperforming ads are automatically paused, the bid of an adset with higher costs is lowered, and CTRs of all active ads are regularly checked.</p><h2 id="the-basics-of-facebook-ad-rules"><strong>The basics of Facebook ad rules</strong></h2><h3 id="what-is-a-facebook-ad-rule"><strong>What is a Facebook ad rule?</strong></h3><p><a href="https://www.facebook.com/business/help/1694779440789213?id=295312871325091" target="_blank">Facebook automated rules</a> allow you to automatically adjust your bid values and budgets and pause or activate ads as soon as a trigger is met. For example, you may want to change your budget when your cost per result reaches a certain threshold, or you can also use automated rules to pause ads if the cost per result is above your goal.</p><p>You can also use automated rules to send yourself email or SMS notifications when your ad performance falls below a certain level. By setting up the right Facebook automated rules, you can ensure that your ads are always running efficiently and that your ad spend is appropriately allocated.</p><p>Despite being helpful, skilled marketers managing several ad accounts might find the automated rules on Facebook not sophisticated enough. In this blog post, we will discuss the shortcomings of the classic Facebook ad rules and advise on managing them like a real pro!</p><h3 id="who-could-benefit-from-advanced-facebook-automated-rules"><strong>Who could benefit from advanced Facebook automated rules?</strong></h3><p>Of course, not everyone should immediately set up advanced automated rules. Facebook ads manager rules might be enough if you only run a few campaigns in one ad account. Advanced automated rules can help you save time and resources if:</p><ul><li>You are running multiple ad accounts. Whether you work for an agency or have multiple markets, running several ad accounts takes time. Automated rules will help you have performance always under control and save time on manual campaign management.</li><li>You run a complex ad account and regularly test new ads. You can set up advanced rules to pause underperforming ads and notify you about potential winners!</li><li>You manage 6-digit monthly budgets. Big budgets always come with big responsibility! If you want to keep your spend under control, you’d better monitor it 24/7.</li></ul><p><img src="/images/content/image_8cef9a093e29df65809b77c68a21e7c2_2000.png" alt=""></p><p>When implementing Facebook automated rules</p><h2 id="why-are-ads-manager-automated-rules-often-not-enough"><strong>Why are Ads Manager automated rules often not enough?</strong></h2><h3 id="besides-ad-spend-you-cannot-fully-trust-facebook-data"><strong>Besides ad spend, you cannot fully trust Facebook data</strong></h3><p>The traditional approach to automated rules is becoming increasingly outdated and is not as effective as it used to be. This is because the rules rely solely on Facebook data, and this data is often not enough to make informed decisions. With the rollout of iOS 14 and privacy limitations, advertisers are getting fewer data and conversion events than ever before.</p><p>Many brands rely on 3rd party data when it comes to optimizing active ad sets and active campaigns. If you are trying to optimize underperforming ad sets, you often want to make decisions based on your internal conversion data, attribution settings, or other external data sources.</p><p>Additionally, Facebook's automated rules are limited to the parameters set by Facebook. You cannot customize your rules to fit your exact requirements, for example, calculated metrics and the frequency of checks.</p><h3 id="facebook-ad-rules-are-not-manageable-in-bulk"><strong>Facebook ad rules are not manageable in bulk</strong></h3><p>Managing Facebook automated rules can be daunting, especially for larger companies. This is because different rules need to be set for different target audiences, countries, and optimization goals.</p><p>For example, if a company wants to target a specific demographic in the US, it would have to set up an automated rule that limits ad spend to a certain amount per day or week. The same rule may not work for another target audience in a different country, as the ad spend may need to be managed differently.</p><p>Furthermore, it can be difficult to keep track of the rules set, as they can change depending on the optimization goals. Companies must constantly monitor and tweak their automated rules to ensure they get the desired results.</p><h2 id="how-automated-rules-by-kitchnio-are-different"><strong>How automated rules by Kitchn.io are different</strong></h2><p>"I've noticed that it takes me more time to manage Facebook's automated rules than optimize multiple campaigns manually!" - this is a quote from one of our clients who was searching for a way to speed up rule management and have a good overview of what rule conditions are active in various ad accounts. Though automated rules help you to have your campaigns always under control, rule management can be very time-consuming.</p><p>There is no overview in ads manager of which automation rule applies to which ad set, campaign, or ad. Therefore, you have to check every ad account manually and adjust it.</p><p>At Kitchn.io, we realized how difficult it might get managing rules even for 3+ ad accounts. What happens if you have 10? You can easily spend half of the day adjusting automation rules.</p><p>To speed up the process and give a good overview to media buyers, we have developed a dashboard from which you can manage and create automated rules for multiple accounts. We also offer a couple more functionalities that are (as of today) not offered by any other tool!</p><p>By the way, if you are looking to automate Facebook campaign management, we have <a href="https://www.kitchn.io/solutions/automated-scaling" target="_blank">automated scaling solutions</a>. Facebook advanced rules are a part of it, however, there is more like an automated rollout of winner ads, automated Facebook reporting, and valuable custom Slack notification.</p><h2 id="this-is-how-kitchn-advanced-facebook-rules-works"><strong>This is how Kitchn advanced Facebook rules works</strong></h2><h3 id="step-1-collect-data-to-calculate-all-kpis-that-are-used-in-the-rules"><strong>Step 1: Collect data to calculate all KPIs that are used in the rules</strong></h3><p>The first step is aggregating data from multiple data sources that we will use to calculate metrics dynamically, for example, cost per purchase or return on ad spend. Kitchn.io already has native integrations to <a href="https://www.facebook.com/business/tools/ads-manager" target="_blank">Facebook Ads Manager</a>, Google Analytics, <a href="https://hyros.com/" target="_blank">Hyros</a>, and other tools you use to get reports' data. If your tool has a public API or can push data into a spreadsheet or CSV, Kitchn.io can pull the data into its platform.</p><p><img src="/images/content/CleanShot2023-01-19at10_58_572x_fb64030118b8c7ca41709c4606897784_2000.png" alt=""></p><p>Aggregating data from Facebook and Google Analytics in Kitchn.io</p><p>Aggregating can happen inside of Kitchn.io or even in a tool of your choice, which we will further use to push new into and fetch data to compare to your goals. It could be as simple as Google Sheets, <a href="https://www.airtable.com/" target="_blank">Airtable</a>, or even <a href="https://www.notion.so/" target="_blank">Notion</a>. Again, you choose where you want to base it.</p><p>You will also need to define the frequency of how often you need the rules to be checked. Therefore, each time before the rule check takes place, we will fetch new data and renew the database.</p><p>This is how we will aggregate data from all possible data sources, calculate unique metrics, and set a custom schedule for rules trigger.</p><h3 id="step-2-define-your-goals-and-choose-actions"><strong>Step 2: Define your goals and choose actions</strong></h3><p>After getting the metrics, we will compare them to your goals. List all KPIs that you want to monitor for all possible dimensions. For example, if you advertise in multiple countries, you might have different CPA/ROAS targets depending on the country. Then, list all goals for all countries, and we will automatically compare them to the actual metrics.</p><p>Then, define the actions that need to be triggered. It could be a direct change to the adset, campaign, or ad. For example, you can decrease manual bids, pause ads, send notification or increase budget.</p><p><img src="/images/content/CleanShot2023-01-19at11_06_312x_7d405195c134f3bc3fd7411ddf02b85e_2000.png" alt=""></p><p>Defining Facebook automated rules in Kitchn.io</p><p>With this approach, you can manage all your rules and conditions in one place, and in case your goals change, you can easily swap the number straight in the database. For instance, if you use a manual bid with an "unlimited budget," you can set a rule to decrease bid by 10% if the actual cost per result is 15% higher than the goal. You will have a column for the goal, action (increase/decrease/pause/notify), and percentage value, if applicable.</p><p>Interested to know why our automated rules solutions can be a game-changer for you? Here are a few benefits of using Kitchn.io to manage your ad accounts automatically.</p><h3 id="flexible-rules"><strong>Flexible rules</strong></h3><p><a href="https://www.kitchn.io/" target="_blank">Kitchn.io</a>'s automated rule solution is highly customizable and allows users to combine multiple data sources while setting up custom rules and frequencies. It is designed in a way to give you maximum flexibility.</p><p>You can choose any desired time frequency to run the checks. For example, you can run a CTR check every 4 hours. As soon as the decline in CTR is detected, you can automatically pause underperforming ads or send a Slack notification to your favorite channel.</p><p>Another advantage of this approach - it allows you to calculate any metric in your way. Have a custom conversion rate or return on investment calculation formula that combines multiple sources?</p><p>Since the dashboard is based on Google Sheets, Airtable, or Notion, you can calculate all metrics you want and track and analyze them. We will help you build the dashboard to your specific needs and goals.</p><p>Running many Facebook ad accounts and need to handle many ad sets and ads?</p><h3 id="manage-from-a-spreadsheet"><strong>Manage from a spreadsheet</strong></h3><p>Managing Facebook rules with <a href="https://www.kitchn.io/" target="_blank">Kitchn.io</a> is efficient and user-friendly. It is a simple yet comprehensive solution to create and maintain multiple automated rules associated with a single or multiple Facebook accounts. Our solution will provide an overview of all the rules in one place, allowing you to stay flexible when defining conditions and values for the automated rules.</p><p><img src="/images/content/unsplash-image_4814a35eb2e576bb3bf8f7de9c54bbbb_2000.jpg" alt=""></p><p>You can manage all your Facebook rules from one place with Kitchn.io!</p><p>Having an overview of all the rules in one place makes it much easier to manage and keep track of them. Even better, you can combine multiple accounts in one database! This feature makes it easy to manage several accounts simultaneously, saving you time and resources.</p><p>You will have complete control over Facebook's automated rules —giving them peace of mind that their settings remain secure and up-to-date. It's a great tool for those agencies and brands who need to manage multiple accounts quickly and efficiently.</p><h3 id="relative-kpis-monitor"><strong>Relative KPIs monitor</strong></h3><p>With Kitchn.io, you can monitor not only the absolute values but the relative too. It could make a big difference if you base your optimization decision on the CTR, CPC, or CPA change instead of looking at the actual number. Seeing an upwards trend in ad frequency? Decrease the daily budget. Click through rate is lower than the average of the last week? Pause underperforming ads.</p><p>At one point, all your ads will experience ad fatigue (learn more about ad fatigue and how to manage it effectively in our <a href="https://www.kitchn.io/blog/creative-testing-blueprint" target="_blank">creative testing blueprint</a>). And the only way to detect it is to monitor the relative values. You can create automated rules to monitor changes in the main KPIs and send notifications or adjust budget values when the trend is detected.</p><p>Another example will be a rollout of the best ads from creative testing to ever-green campaigns. You can compare ads to each other on the ad set level and only take the best one to the campaign. This way, you will never overspend on creative testing and keep your Facebook campaigns up-to-date!</p><h2 id="summary"><strong>Summary</strong></h2><p>In conclusion, Facebook automated rules are a powerful tool for managing Facebook Ads, allowing for 24/7 optimization of campaigns, ad sets, and individual ads. However, relying solely on Facebook data can be limiting, and managing multiple ad accounts with different rules can be time-consuming.</p><p>Kitchn.io offers an advanced solution that collects data from multiple sources to dynamically calculates metrics and allows for customizing rules to fit specific requirements. Kitchn.io’s custom dashboard provides an overview of active rules for various ad accounts, making rule management much easier manageable. By using Kitchn.io, media buyers can save time, optimize campaigns effectively, and have better control over their ad spend.</p><p>If you want to learn more about how Kitchn.io can help you automate Facebook ad operations and save time managing campaigns, check out our <a href="https://www.kitchn.io/platforms/facebook-ads-automation" target="_blank">Facebook Ads Automation solutions.</a></p>

Managing multiple complex Facebook ad accounts and big budgets? In this blog post, you will learn how to set up advanced Facebook automated rules.

Advanced Facebook automated rules by 

Facebook automated rules: how to manage them like real pros

<p>Have you ever spent hours creating new Facebook ad campaigns? Or have you ever hired an intern to "delegate ad operations" such as uploading images and videos to every ad account in Facebook ads manager? Creating ads for the new campaigns is an easy task but very time-consuming. That's why more and more advertisers are looking for ways to automate ad creation, which might be the most manual and timewasting task for any paid social specialist. One way to speed it up is to automate and upload Facebook ads in bulk via Facebook API.</p><p>When we discuss Facebook ads automation, we tend to image intelligent algorithms that are much better than humans with ad sets optimization, choosing the target audience, and targeting options. It might or might not be the case. However, it doesn't help with the most time-consuming and tedious ad creation process.</p><h2 id="a-classic-way-to-create-facebook-ads"><strong>A classic way to create Facebook ads</strong></h2><p>Evaluating the specific amount of time media buyers spend creating ads is challenging, as it can vary depending on several factors. These factors can include the ad format's type and complexity, the creative asset's weight, and the tools and resources used to create the ad.</p><p>Creating a simple single image or video Facebook ad with pre-designed text and headline can be relatively quick and inexpensive, while creating a more complex ad with multiple images, videos, or interactive elements may require more time and resources.</p><p><strong>The traditional way to create ads is the following:</strong></p><ol><li>Download creative assets to your computer</li><li>Upload videos and images to the Facebook Ads manager</li><li>Wait until Facebook encodes all assets</li><li>Go to Facebook Ads manager or campaign builder</li><li>Choose a new campaign or an existing one</li><li>Create a new ad or duplicate an existing one</li><li>Copy-paste the ad headline, body text, link, display link, choose a call to action and a creative asset</li><li>Repeat this step for every single ad you need to create</li></ol><p>Following this process, if you create 15 or more ads weekly, the ad campaign creation process can easily take <strong>between 2 and 6 hours every week!</strong> Imagine what a nightmare it will become when scaling your business and creating more ads for multiple markets!</p><p><img src="/images/content/unsplash-image_0afe0d0a8ae358feb004a4b29f7f2678_2000.jpg" alt=""></p><p>Creating Facebook ads manually can easily take your entire day!</p><h2 id="automate-and-upload-facebook-ads-in-bulk"><strong>Automate and upload Facebook ads in bulk</strong></h2><h3 id="get-access-to-facebook-api"><strong>Get access to Facebook API</strong></h3><p>One way to speed up a process is to automate Facebook assets upload. Unfortunately, there are only a few ways to do that, and the most common is through the Facebook Marketing API. Authorization and access to the Facebook API can be challenging. Still, it allows you to programmatically create and manage your Facebook ads, saving time and effort compared to creating and managing ads manually through the Facebook Ads Manager. Check out <a href="https://www.kitchn.io/blog/intro-facebook-marketing-api" target="_blank">our tutorial</a> to start using Facebook API for your marketing!</p><p>To use Facebook API, you'll need to have a Facebook developer account and create a new app. You'll first need to authenticate your app and get an access token. This token will authenticate your app and grant it access to the Facebook API on behalf of a user or a page.</p><p>Once you have authenticated your app and obtained an access token, you can start making API requests to access different data types from Facebook or make changes to your ad account. In the example of uploading Facebook ad creatives, you can use <strong>AdVideos</strong> edge with a POST request to upload your videos to an ad account. You can similarly use AdImage edge to upload images to your Facebook Ads account. You can take a look at the Facebook API <a href="https://developers.facebook.com/docs/marketing-api/reference/ad-account/advideos/" target="_blank">documentation</a> for detailed instructions.</p><h3 id="create-a-content-storage-system"><strong>Create a content storage system</strong></h3><p>Once you upload a couple of creative assets with Facebook API, you need to start thinking about the content storage system. For example, where are the assets that need to be uploaded located? Ideally, you need to develop a system to automatically detect the new creative assets in a specific folder and upload them to Facebook Ad manager.</p><p>The easiest way is to use a cloud service such as Google Drive, Dropbox, or AWS since they can provide you with a public link, which can be used to upload the creative assets automatically. In addition, you can share files and folders with others and set different levels of access, making it easy to work on projects with others.</p><h3 id="adopt-a-bulk-creation-template"><strong>Adopt a bulk creation template</strong></h3><p>Using an Excel template may be an excellent solution if you're looking to streamline your Facebook ad creation process. With an <strong>XLSX or CSV file</strong> ad creation sample template, you can easily create and manage your Facebook ads in bulk, saving you time and effort compared to creating ads manually through the Facebook Ads Manager. All the ad variations can be made by copy-pasting rows and changing certain elements.</p><p>The template lists the available columns for your ad, each representing one element of ads such as headline, destination URL, or campaign name, making it easy to input multiple ads, copy-paste them and then modify them to increase the number of ad variations created,</p><p>Importing ads using an Excel template is relatively simple. First, download the Facebook ad template from the Ads Manager. Then, open the template in Excel and enter the information for your ad, such as the ad copy, images, and targeting details. Finally, save the template as a CSV file and upload it to the Ads Manager to create your ads.</p><p><img src="/images/content/importfacebookads_f4663ba4fe58625791af59da6aaca2a8_2000.png" alt=""></p><p>Type caption (optional)</p><h3 id="summary"><strong>Summary</strong></h3><p>Overall, using an Excel template for Facebook ad creation is a convenient and efficient way to manage your ads. However, it has certain disadvantages.</p><p>First, you will still need to manually upload creative assets to the Ads Manager or use an exact name and the location of the creative asset. Doing it without a content management system can become even more work than creating ads via Ads Manager if you plan on creating many ads. If you make mistakes, your ads will not be uploaded, and you will have to go back to the file, find an error, and manually change it.</p><p>Second, you will still need to manually export and import the file, which means quite a bit of manual work. It also means that you need to trigger the process. It won't start automatically or on schedule if new creative assets appear in your creative assets library.</p><h2 id="an-alternative-way-to-upload-facebook-ads-in-bulk"><strong>An alternative way to upload Facebook ads in bulk</strong></h2><p>If you want to publish hundreds of Facebook ads at once, check out <a href="https://www.kitchn.io/solutions/bulk-ad-creation" target="_blank">Kitchn'io bulk ad creation solution</a>. You can save time by preparing ads directly in a <strong>Google template spreadsheet</strong>. You can also automatically upload all ad creatives by choosing the Google Drive or Dropbox folder. Learn how <a href="https://www.kitchn.io/case-studies/vice-reversa" target="_blank">Vice Reversa automated</a> Facebook ad creation with Kitchn.io and reduced time spent creating ads by 75%.</p><p><img src="/images/content/image_8d93d3fb00960d551c1068d323644853_2000.png" alt=""></p><p>Upload Facebook ads in bulk with Kitchn.io</p>

Want to upload Facebook ads in bulk? Learn how to use the Facebook API and discover the benefits of automating the ad creation process.

How to upload Facebook Ads in Bulk: A Guide from 

Upload Facebook Ads in Bulk: A Guide to Automating Ad Creation

<p>Are you looking to take your Facebook ad strategy to new heights in 2023? Then this is the guide for you! Here, you won't read about tips &amp; tricks on how to improve your Facebook ad campaign ROAS - we leave in the past.</p><p>Instead, in this guide by <a href="https://www.kitchn.io/" target="_blank">Kitchn.io</a>, you will learn how to build a robust and timeless paid social system focusing on processes rather than trends. Trends come and go, and it is essential to identify and incorporate them into your strategy at the right time. What's also valuable is the tools and knowledge that will help you create a winning Facebook ad campaign that stands the test of time.</p><h2 id="facebook-advertising-in-2022"><strong>Facebook Advertising in 2022</strong></h2><p>In 2022, Facebook ads advertising saw several significant changes, including iOS14, updates to its algorithms, and the introduction of new ad formats. These changes significantly impacted businesses and marketers who use the platform to promote their products and services.</p><h3 id="facebook-ads-creative"><strong>Facebook ads creative</strong></h3><p>In 2022 we saw a drastic shift toward creative strategy. If before you could get around testing a couple of ads every month, now, it's nearly impossible to drive results without a robust creative Facebook ad strategy. One of the biggest updates to Facebook's advertising algorithms is an increased focus on user experience.</p><h3 id="ad-campaigns-algorithm-change"><strong>Ad campaigns algorithm change</strong></h3><p>To improve the overall quality of the content users see in their feeds, Facebook <a href="https://about.fb.com/news/2022/10/new-ways-to-customize-your-facebook-feed/" target="_blank">changed its algorithms</a> to prioritize posts that were more relevant, engaging, and useful to users, focusing on the community and friends' posts.</p><p>Businesses and marketers had to be more strategic in their ad creative testing to ensure that their ads were being shown to the right people and were effective in driving conversions.</p><p>Getting new customers now is not just a matter of detailed targeting or landing page optimization but figuring out an effective Facebook ads strategy to build a perfect ad that will be relatable for the specific audience.</p><h3 id="new-video-ads-format"><strong>New video ads format</strong></h3><p>In addition to the algorithm updates, Facebook also introduced a new ad format - <a href="https://www.facebook.com/business/news/instagram/introducing-instagram-reels-ads" target="_blank">Instagram Reels</a>. Even though it was initially rolled out in the second half of 2021, it only gained widespread popularity in 2022.</p><p>Instagram Reels allowed businesses to create vertical, full-screen, immersive ads that rapidly became highly popular among users. Reels are one of the few ad formats that effectively drive engagement, helping brands emotionally connect to the target audiences. As a result, many businesses quickly adopted it as part of their advertising strategy.</p><p><img src="/images/content/image_e0c6e12da6aa6820d8b342c900da1bd0_2000.png" alt=""></p><p>Instagram Reels: Example</p><h3 id="change-in-the-user-behavior"><strong>Change in the user behavior</strong></h3><p>The behavior of social media users has undergone significant changes in recent years, and these trends are expected to continue in 2023. One major shift has been the increasing use of social media for e-commerce and online shopping.</p><p>As more and more consumers turn to social media platforms to discover and purchase products, businesses are using these platforms to showcase their offerings and drive sales.</p><p>In addition, there has also been a rise in the use of social media for content creation and sharing. With the widespread use of smartphones and video-editing tools, more people are creating and sharing their content on social media, from short videos and live streams to blog posts and podcasts. This has created new opportunities for businesses to connect with their audience and build brand awareness through engaging and authentic content.</p><p>To summarise, it's more "all about content" than ever before. If you want to succeed with Facebook ads, you need to invest in a content-producing machine and the processes around it, and your product needs to fit natively into the social media platforms and play well into the general mood. So let's talk about which processes you want to focus on to run Facebook ads successfully.</p><h2 id="facebook-ad-strategy-2023"><strong>Facebook ad strategy 2023</strong></h2><h3 id="creative-testing"><strong>Creative testing</strong></h3><p>When it comes to Facebook ads, ad creative is a crucial factor in determining the success of your campaigns. In most cases, your ad creatives will determine the delivery of your ads. Since Facebook's algorithm prioritizes showing relevant content to users, the more relevant your ad creative is to your target audience, the lower your Facebook ads cost will be.</p><p><img src="/images/content/image_e9152213f94def2c479ae4dd7e538593_2000.png" alt=""></p><p>Creative Testing on Facebook Ads: Kitchn.io’s guide</p><p>Another critical factor is inspiring action. A well-designed and engaging ad can grab people's attention and persuade them to take the desired action, such as making a purchase or visiting your website.</p><p>On the other hand, a poorly designed ad is unlikely to generate the results you're looking for, even if you choose the right objective for your ad campaign and use the best lookalike audience.</p><p>That's why it's so important to have a solid creative strategy and to regularly test your ad creative to ensure it's performing as well as possible.</p><p>To succeed with your Facebook ads in 2023, regularly produce and test ad creatives. Ideally, you should allocate 10-20% of your ad budget for creative testing. Start by testing different creative concepts and messages.</p><p>When you find an idea that works for you, test various Facebook ad formats, such as single video ads, Facebook image ads, collection ads, Instagram and Facebook stories, and reels. If you're running ads for e-commerce, dedicate a portion of your ad budget to testing product catalogs, as they can be an effective campaign type if you have multiple products targeting different audiences.</p><p>Finally, remember to test Facebook ad placements, especially if new ones are available. Early adopters can often extract value from being the first to test new placements.</p><p><img src="/images/content/image_ec29ab39eaf17e19917480e7fafdbb7b_2000.png" alt=""></p><p>Facebook ads: available advertising formats</p><p>If you'd like to learn more about Facebook ads creative testing, you can check <a href="https://www.kitchn.io/blog/creative-testing-blueprint" target="_blank">Kitchn.io's Creative Testing Blueprint.</a> We have collected all our knowledge to assist you with building a system that regularly outputs winning ads for your Facebook ad campaigns.</p><h3 id="collaborate-with-content-creators"><strong>Collaborate with content creators</strong></h3><p>In 2023, native content is expected to become even more popular, and incorporating it into your media strategy can significantly improve your Facebook ads.</p><p>Collaborating with creators and influencers who align with your brand and producing content together can be a highly effective approach. Facebook Ads Manager offers a range of tools to help you turn this into a successful Facebook ads strategy.</p><p><a href="https://www.facebook.com/business/help/546615926108316" target="_blank">Branded content ads</a> are a type of ad that allows advertisers to work with creators to expand the reach of their content. With branded content ads, creators can share a post or story produced for an advertiser with their organic audience and give a business partner permission to turn that content into an ad. This can help businesses reach a larger audience and increase the visibility of their brand.</p><p>Branded content ads are helpful for businesses looking to collaborate with influencers and other creators on Facebook to promote their products or services. By using branded content ads, companies can tap into the creator's audience and build brand awareness more organically and authentically.</p><p>Another way to collaborate with content creators is to run your ads via their Instagram or Facebook page. Such ads are native to a platform and produce better engagement rates. It doesn't mean you can only advertise to the influencer's following or only target people who interacted with their posts.</p><p>Use any lookalike or custom audience and the usual Facebook campaign objective. The only thing that changes is the Instagram or Facebook page. You can still run campaigns in the Ads manager and use your ad spend to pay for the Facebook ads.</p><h3 id="build-a-system-to-reduce-ad-operations"><strong>Build a system to reduce ad operations</strong></h3><p>Spending hours creating Facebook video ads or manually copy-pasting data for weekly reporting is challenging and ineffective. Reducing the amount of time and effort required for Facebook ad operations is a common challenge for businesses of all sizes. Some processes should finally be fully automated in 2023! It will help you streamline your ad operations and save time and resources for tasks requiring human input.</p><p>One way to reduce ad operations is to automate data pulling and reporting. You can use any tool to collect data from your campaigns and put it in Google Sheets or Airtable. Those insights should always be available for the team, no matter what, to help make smarter and better-informed decisions.</p><p>This can save you the time and effort of manually pulling data and creating reports, and it can provide you with valuable insights into the performance of your campaigns.</p><p>Still adjusting budgets and bids manually? Automating campaign management can help you optimize your ad spend and improve the performance of your campaigns. And it's not because robots are better than humans.</p><p>Algorithms check your Facebook ads 24/7 and will spot all opportunities for scale. Using a tool that automatically monitors your campaigns and makes adjustments based on your goals and targets, you can ensure that your ads are always running at their best. This can help you maximize your return on investment and achieve your desired results.</p><p>Facebook ad creation is one of the most time-consuming processes in digital marketing. By automating Facebook ad creation, you will save time on more important topics, such as creative testing. Facebook ads offers excel templates to make it easy to create hundreds of ads quickly and easily, and others allow you to import them into Ads Manager from a CSV file.</p><p>If you are creating more than 25 ads per month and looking for an advanced solution, check <a href="https://www.kitchn.io/solutions/bulk-ad-creation" target="_blank">Kitchn.io's bulk ad creation</a> tool. It allows you to publish hundreds of ads from a spreadsheet and upload videos and images automatically as soon as designers drop them in Google Drive or Dropbox.</p><p><img src="/images/content/image_6996a973f62e803325b2666c013db993_2000.png" alt=""></p><p>Kitchn.io’s Bulk Ad Creation</p><h3 id="watch-trends-and-adopt-early"><strong>Watch trends and adopt early</strong></h3><p>Watching and adapting to trends on Facebook ads and Instagram can be an effective way to ensure that your ad campaigns remain relevant and engaging.</p><p>In addition, by staying up-to-date with the changes on the platform, you can gain a better understanding of the platform's values and adopt them in your Facebook advertising strategy.</p><p>Pay attention to what updates or changes Meta is announcing. This can help you identify emerging trends and changes in user behavior that may impact your ad campaigns. You can test new products and learn from the tests of the other brands.</p><p>We recommend following industry news and insights, such as articles and reports from industry experts and influencers - stay ahead of the curve and be the first to take advantage of the new products.</p><h3 id="set-up-clear-measurable-goals"><strong>Set up clear, measurable goals</strong></h3><p>While it sounds relatively simple and obvious, setting clear, measurable goals is essential for the success of any marketing campaign.</p><p>Especially when we talk about Facebook ads. With specific and achievable targets, it can be easier to determine if your efforts are paying off and to make necessary adjustments to improve your results.</p><p>With the recent changes to tracking changes, it got even harder to measure your true uplift when running paid social campaigns. Maybe Facebook doesn't have the amount and quality of data anymore that it used to have, so you have to understand how your Facebook data maps to your real business results. When deciding on the key metrics and reporting structure for Facebook ads, it's important to keep your business goals in mind.</p><p>When setting goals for your marketing campaign, identify the specific objective of the campaign and ensure the correct tracking setup. Once you have a clear goal, you can determine your target audience and the action you want them to take, such as making a purchase or visiting your website.</p><p>Ensure your meta pixel is set up correctly and track all possible events (compliant with the privacy policy, of course). This will help the Facebook ads algorithm learn who your actual customers are</p><p>Next, determine how you will measure ad campaign success. This could include tracking metrics such as cost per conversion, lead, ROAS, or the number of results. It's also essential to create specific and achievable targets for your campaign on a monthly or quarterly basis, such as increasing sales by 10% or decreasing costs by 15%.</p><h2 id="summary"><strong>Summary</strong></h2><p>Facebook's ad strategy for 2023 should focus on building a robust and timeless paid social system that emphasizes processes rather than trends. In 2022, Facebook saw significant changes, including updates to its algorithms, new ad formats such as Instagram Reels, and a shift towards a greater focus on creative strategy.</p><p>To succeed with Facebook ad strategy in 2023, focus on building a creative testing system that regularly outputs winning ads and drives traffic to your destination of choice. The more data you get from the creative tests, the easier it gets. Collaborate with influencers and content creators and try Facebook ads products such as branded content.</p><p><img src="/images/content/image_3f00d49151c5d3dfc1c8df5008ef6220_2000.png" alt=""></p><p>Facebook Ad strategy 2023: by Kitchn.io</p><p>At the same time, pay attention to your processes and automate all repetitive, monkey tasks that take much of your time. If you are looking for a solution to help you with Facebook ads automation, check out <a href="https://www.kitchn.io/platforms/facebook-ads-automation" target="_blank">Kitchn.io's solution</a>. Save time and automate most of your ad operations in 2023.</p>

From creative testing and content creation to Facebook ads automation, we cover the essential elements you need to succeed with Facebook ad strategy 2023.

The Ultimate Guide to Facebook Ad Strategy 2023 | by 

Facebook Ad Strategy 2023: Your Guide to a Timeless Paid Social System

Your ultimate guide to creative testing for Facebook, TikTok and Snapchat ads. Build a system that will regularly generate best-performing ads.

Creative Testing Blueprint: produce winner ads on scale | 

Creative Testing Blueprint

<p>In this TikTok Ads API tutorial, you will learn how to:</p><ul><li>Upload Video and Image Creatives to TikTok</li><li>Create a TikTok Campaign</li><li>Create an Ad Group via the TikTok Ads API</li><li>Create a TikTok Ad via the API</li></ul><p>This tutorial targets marketers working with TikTok Ads who are comfortable in a somewhat technical environment. You should already have an existing TikTok App and an access token. If not, check out our first part of the series <a href="https://www.kitchn.io/blog/tiktok-ads-api-introduction" target="_blank">here</a>.</p><blockquote><p>If you want to work with the TikTok Ads API but do NOT want to go through technical documentation or handle authentication yourself, check out Kitchn.io.</p></blockquote><h2 id="upload-video-and-image-creatives"><strong>Upload Video and Image Creatives</strong></h2><p>To make API requests, we need to use <a href="https://insomnia.rest/" target="_blank">Insomnia</a> or <a href="https://www.postman.com/" target="_blank">Postman</a>. Or use your programming language of choice.</p><p>To start with, we will use our previously created sandbox account instead of a “real” ad account. That way, there is no way we can mess up any real data. Follow <a href="https://www.youtube.com/watch?v=GiIP1D0Zkhs" target="_blank">this Youtube tutorial</a> to create your own if you don’t want to use your real ad account.</p><p>Here’s the request we need to make. First, use business-api.tiktok.com instead of sandbox-ads.tiktok.com if using a live account.</p><pre><code class="language-text">POST https://sandbox-ads.tiktok.com/open_api/1.2/file/video/ad/upload/
</code></pre><pre><code class="language-text">{
    "advertiser_id":"{{Your Account ID}}",
    "upload_type": "UPLOAD_BY_URL",
    "file_name": "{{Your Video Name}}",
    "video_url": "{{Your Video URL}}"
}
</code></pre><p>Make sure to use a unique file name, as the TikTok Ads API will throw an error otherwise.</p><p>If successful, the response should look as follows:</p><pre><code class="language-text">{
    [...]
    "data": [
        {
            "id": "v10033g50000c5tv9s3c77ufd1ob29g0"
            [...]
        }
    ]
}


</code></pre><p>Now let’s use the video_id to get more information about the video, particularly the thumbnail image we’ll need later to create our ad.</p><pre><code class="language-text">GET https://sandbox-ads.tiktok.com/open_api/1.2/file/video/ad/info/?advertiser_id=7106541027904733185&amp;video_ids=["v10033g50000c5tv9s3c77ufd1ob29g0"]
</code></pre><p>TikTok responds with a bunch of information about the video, like height, width, etc.</p><pre><code class="language-text">{
    [...]
    "data": {
        "list": [
            {
                "id": "v10033g50000c5tv9s3c77ufd1ob29g0",
                "height": 1920,
                "width": 1080,
                [...]
                "file_name": "{{Your Video Name}}",
                "format": "mp4",
                "poster_url": "{{Link to thumbnail image}}"
            }
        ]
    }
}
</code></pre><p>We will need to use the image from the poster_url field to create an Image Creative through the TikTok Ads API.</p><pre><code class="language-text"> POST https://sandbox-ads.tiktok.com/open_api/1.2/file/image/ad/upload/
</code></pre><pre><code class="language-text">{
    "advertiser_id":"{{Your Account ID}}",
    "upload_type": "UPLOAD_BY_URL",
    "file_name": "{{Your Image Name}}",
    "image_url": "{{Link to thumbnail image}}"
}
</code></pre><p>If successful, this should return the image ID we will need lateron.</p><pre><code class="language-text">{
    [...]
    "data": {
        [...]
        "id": "ad-site-i18n-sg/202208095d0d1d72383f815646c5b090"
    }
}
</code></pre><p>Make sure to store the video id ("v10033g50000c5tv9s3c77ufd1ob29g0") and image id ("ad-site-i18n-sg/202208095d0d1d72383f815646c5b090") for later use.</p><h2 id="create-a-tiktok-campaign"><strong>Create a TikTok Campaign</strong></h2><p>Next up, let’s create a campaign. Again, we’ll use the minimum number of fields to create our campaign. For full reference, check out <a href="https://ads.tiktok.com/marketing_api/docs?id=1708583041422337" target="_blank">TikTok’s official documentation</a>.</p><p><img src="/images/content/CleanShot2022-08-09at15_00_262x_b7c5c9a1df61b878c032b552e0625ec2_2000.png" alt=""></p><p>The TikTok Ads API supports many different use cases and has extensive documentation.</p><pre><code class="language-text"> POST https://sandbox-ads.tiktok.com/open_api/1.2/campaign/create/
</code></pre><pre><code class="language-text">{
    "advertiser_id": "{{Your Account ID}}",
    "budget_mode": "BUDGET_MODE_DAY",
    "budget": {{Your Campaign Name}},
    "objective_type": "REACH",
    "campaign_name": "{{Your Campaign Name}}"
}
</code></pre><p>As you can see above, we’re optimizing for reach with this campaign objective. Therefore, you may want to use <a href="https://ads.tiktok.com/marketing_api/docs?id=1701890928111617" target="_blank">“CONVERSIONS” or “APP_INSTALLS”</a> instead.</p><p>Make sure to use a unique campaign name. If successful, the TikTok Ads API will respond with the newly created campaign’s id:</p><pre><code class="language-text">{
    [...]
    "data": {
        "campaign_id":1740687531023393
    }
}
</code></pre><p>Note that the campaign id is an <em>integer</em>, not a <em>string</em>.</p><h2 id="create-an-ad-group-via-the-tiktok-ads-api"><strong>Create an Ad Group via the TikTok Ads API</strong></h2><p>Next, use the campaign_id from above to create an ad group.</p><pre><code class="language-text"> POST https://sandbox-ads.tiktok.com/open_api/1.2/adgroup/create/
</code></pre><pre><code class="language-text">{
    "advertiser_id": "{{Your Account ID}}",
    "campaign_id": "1740687531023393",
    "adgroup_name": "{{Your Ad Group Name}}",
    "placement_type": "PLACEMENT_TYPE_NORMAL",
    "placement": ["PLACEMENT_TIKTOK"],
    "location": [ 6252001 ],
    "budget_mode": "BUDGET_MODE_DAY",
    "budget": 1000,
    "schedule_type": "SCHEDULE_START_END",
    "schedule_end_time": "2023-01-01 00:00:00",
    "schedule_start_time": "2022-08-01 00:00:00",
    "optimize_goal": "REACH",
    "pacing": "PACING_MODE_SMOOTH",
    "billing_event": "CPM",
    "bid_type": "BID_TYPE_NO_BID",
    "frequency": 2,
    "frequency_schedule": 3
}
</code></pre><p>If you previously created a CONVERSIONS or APP_INSTALLS campaign, you will not need to pass in the frequency fields, though you may have to specify <a href="https://ads.tiktok.com/marketing_api/docs?id=1708503506967554" target="_blank">other fields</a>.</p><p>The location id 6252001 refers to the US. Find all location ids <a href="https://ads.tiktok.com/marketing_api/docs?id=1701890989574146" target="_blank">here</a>.</p><p>Let’s note down the adgroup_id from TikTok’s response:</p><pre><code class="language-text">{
    [...]
    "data": {
        "adgroup_id":1735011541108770
    }
}
</code></pre><h2 id="create-a-tiktok-ad-via-the-api"><strong>Create a TikTok Ad via the API</strong></h2><p>Now that we have uploaded a video, created a thumbnail image, and created a campaign and ad group, we are ready to finally <a href="https://ads.tiktok.com/marketing_api/docs?id=1708573052311553" target="_blank">create the ad</a>.</p><p>First, we’ll be creating a simple video ad with a custom identity, i.e., we are not using an existing TikTok profile but instead the display_name field.</p><pre><code class="language-text"> POST https://sandbox-ads.tiktok.com/open_api/1.2/ad/create/
</code></pre><pre><code class="language-text">{
    "advertiser_id":"7106541027904733185",
    "adgroup_id": "1735011541108770",
    "creatives": [{
        "video_id": "v10033g50000c5tv9s3c77ufd1ob29g0",
        "ad_name": "{{Your Ad Name}}",
        "ad_text": "{{Your Ad Copy}}",
        "ad_format": "SINGLE_VIDEO",
        "image_ids": [
            "ad-site-i18n-sg/202208095d0d1d72383f815646c5b090"
        ],
        "display_name": "{{Your Display Name}}"
    }]
}
</code></pre><p>Et voila, we have created our first ad:</p><pre><code class="language-text">{
    [...]
    "data": {
        "need_audit": false,
        "ad_ids": [
            1735012019671058
        ]
    }
}
</code></pre><p>If you made it to the end: Well done!</p><p>To conclude, many more nuances to all the different settings can be chosen on each level. Still, hopefully, this tutorial has given you an outlook on the process and some examples to get you started.</p><p>You are well on creating all of your TikTok Ads via the API.</p>

Create campaigns, ad groups, and ads via the TikTok Ads API. You won't need to open with the TikTok Ads Manager. Learn how to upload videos and images.

TikTok Ads API Tutorial - Creating Ads | 

TikTok Ads API - A Practical Introduction to Creating Ads

<h2 id="use-technology-better---not-better-technology"><strong>Use technology BETTER - not better technology</strong></h2><p>When new to Performance Marketing Automation, you might think of it as something futuristic: AI-trained algorithms outperform humans in optimizing campaigns. Or neural networks that produce the best-performing creative assets. While this does sound fascinating, is this something that exists? And if it does exist, can it actually improve our results?</p><p>Let's go back to basics first. The two most essential pieces to drive results are <strong>creative</strong> and <strong>data</strong>. In 2022 we can all agree that running paid social campaigns don't make sense without excellent creatives. The other piece to the puzzle is clean and robust data flowing to the ad platform. Simply measuring results in Google Analytics is not enough anymore. If you are running ads on sophisticated ad platforms like Facebook or Google, it is essential to "feed" the algorithm.</p><p>The better data you send, the better their algorithms can learn what works for you and your audience, which leads to better campaign performance.</p><p>If you are in an enviable situation where your creative is driving results, and the ad platforms' algorithms are optimizing for your best possible business goal, congratulations. You have likely established internal best practices, found a cadence to test new creatives, and even built a team that regularly shares feedback and insights to further improve results and existing processes.</p><p>If that is you, you are on the right way to scaling your performance marketing - meaning you might want to look into automation to go even further.</p><p>But what if that's not the case? Should you look for better technology? Maybe throw in some AI or magic to get those unicorn results you know you deserve?</p><p><img src="/images/content/turned-on-monitoring-screen_867c86e82dc95999b0bd50618980573f_2000.jpg" alt=""></p><p>PERFORMANCE MARKETING AUTOMATION - A DREAM OR REALITY?</p><h2 id="analyzing-key-success-factors"><strong>Analyzing key success factors</strong></h2><p>Let's assume you are not getting the results you want. Then, when you think about primary performance drivers, ask yourself two questions:</p><ol><li>Is it a bad campaign optimization <strong>strategy</strong> that limits you - or the lack of insights?</li><li>Are you not able to <strong>produce</strong> a good-performing creative that drives results - or is your creative testing <strong>strategy</strong> not good enough?</li></ol><p>In most cases, bad creative results from poor planning and a lack of insights. Even if you have access to the latest, cutting-edge technology, you can still end up with ad creatives that don't scale. For example, if you have no insight into whose attention you are trying to attract.</p><p>The same goes for campaign optimization. When seeing poor results, you decrease the campaign's budget. But is the data that you are looking at even correct? Do you have time to investigate the recent increase in the CPCs?</p><p>Flawed processes and bad data don't magically get fixed through some new shiny tool. Instead, look at the tools you already use daily and define processes and best practices that anyone feels comfortable with.</p><h2 id="simple-tools-to-start-with-performance-marketing-automation"><strong>Simple tools to start with Performance Marketing automation</strong></h2><p>Start with analyzing the tools you are already using, and everyone is familiar with. Among them, you will probably find some essential tools that are the pillars of your productivity. These are our must-haves:</p><h3 id="project-management-tools"><strong>Project Management tools</strong></h3><p>A must to track progress and align all stakeholders. Working in performance marketing means communicating with several other teams, and you will need a system that organizes the workflow between the team members. Moreover, it will increase transparency over deadlines and the workload of certain team members, ultimately leading to better planning. Tools such as <a href="https://asana.com/" target="_blank">Asana,</a> <a href="https://monday.com/" target="_blank">Monday</a>, or <a href="https://trello.com/en" target="_blank">Trello</a> are affordable, even for the smallest teams, or completely free. In addition, some of them will allow you to export data into Google Sheets. This brings us to...</p><h3 id="reporting-software"><strong>Reporting software</strong></h3><p>Sharing knowledge is impossible without proper reporting - ideally automated. But even more important is the accessibility of the reports. Everyone should understand the data, its origin, and how to work with it. Will Google Sheets report be enough? For most companies, the answer is "Yes," even those with vast data. It's the most straightforward and user-friendly solution. Most people have used it at least once, and those who don't know - can quickly learn. It's intuitive and easy to learn from available resources on Youtube, blogs, etc. There are even <a href="https://www.tiktok.com/search/user?q=googlesheets&amp;t=1657014630100" target="_blank">Google Sheets TikTok accounts</a>.</p><h3 id="content-storage"><strong>Content Storage</strong></h3><p>Dropbox, GDrive, or specialized solutions? It's not that important where you store your creative assets, but the system behind it. What is the folder structure? What are your naming conventions? Can you quickly access that best-performer video from last October? Again, organization is the key here. When you have unique names for your creative assets, and it matches the name of the ad, you can easily combine data from the platform with your content library for additional insights. And if you want to move towards automation that searches for new media files and uploads them to the ad platform, it is an essential step.</p><h3 id="communication"><strong>Communication</strong></h3><p>Sharing knowledge and organizing the team's workflow via Slack or email is often more than enough. Make sure to send your campaign and creative insights regularly to increase transparency and understand what works and is not. You might also set up deliverables reminders or build an approval process using Zapier (for email) or Slack workflows.</p><h2 id="summary"><strong>Summary</strong></h2><p>As you can see, it's possible to build functioning marketing automation systems around the most critical processes inside your company with simple, well-known tools. The moment you have a functioning system that brings your good results, you can start thinking about automating it, ultimately allowing you to do more high-value tasks and less manual, tedious ones. So before searching for magic software, focus on analyzing the workflows and systems and optimizing them with simple, well-known tools.</p>

Is it possible to build functioning marketing automation systems with simple, well-known tools? Absolutely yes! And we will show you how to approach it

Marketing Automation With Simple Tools - a Dream or Reality?

Marketing Automation B2C with simple tools -  a dream or reality?

<p>Keeping your Facebook ads fresh and relevant can be challenging. Setting up new creative tests from scratch in the Ads Manager can feel like an uphill battle every time you do it. Fortunately, <strong>automation makes things easier for advertisers</strong>, which is why so many marketers use it as much as possible. If you are a paid social marketer working on Facebook Ads, you probably think about Facebook Ads automation every week. And as performance marketers ourselves, we understand why! Managing multiple campaigns or ad accounts is <strong>time-consuming</strong>. And let's be honest, there are more exciting things to do than uploading videos or copy-pasting ad copy.</p><p>If you’re reading this, you probably have some interest in using automation to <strong>expand your paid social efforts and save time in the process</strong>. You'll find three examples of ways to use automation to make things easier on yourself when it comes to advertising on Facebook. Each one will help reduce the stress of setting up your next campaigns, managing active ads, and monitoring performance.</p><p><img src="/images/content/computer-screen-displaying-47k_6a6224434dde0b4b4a0bd2d9eecf10a3_2000.jpg" alt=""></p><p>Facebook Ads</p><h3 id="create-facebook-ads-straight-from-a-spreadsheet"><strong>Create Facebook ads straight from a spreadsheet</strong></h3><p>Creating Facebook Ads from a spreadsheet is probably the most popular automation among Kitchn.io users. However, when it comes to Facebook Ads Automation, most marketers think of bid or budget changes, although <strong>campaign creation takes way more time than campaign management</strong>. Ask your juniors!</p><p>We ran tests with some of our clients to see where they spend most of their time running Facebook Ads. First, on average, a paid social specialist spends almost 40% of the time uploading ad creatives into Facebook Ads Manager and copy-pasting ad copies, headlines, and links to set up new ads! That means highly-skilled marketing specialists can spend <strong>16 hours a week</strong> clicking buttons and doing low-value tasks. Imagine they could be brainstorming ad creatives or running performance analysis instead. It’s easy to lose focus and motivation when non-value, tedious tasks make up almost half of your week.</p><p>Kitchn’s <strong>Bulk ad creation</strong> for Facebook ads will speed up the setup and management of your campaigns. You'll just have to fill out a simple Google spreadsheet with ad settings like images, videos, text, headlines, CTAs, and links to the website or app. Kitchn will ensure that all ads are uploaded to the selected or newly created campaign by regularly checking for new rows in the template.</p><p><img src="/images/content/1_Rows-transforming-into-ads_Rows_Static_A_8312ece9258a57d249d998faac5b679c_2000.png" alt=""></p><p>Kitchn.io Bulk Ad Creation - transform rows into ads</p><p>With our <a href="https://www.kitchn.io/solutions/bulk-ad-creation" target="_blank">Bulk Ad Creation</a>, you don't have to download creative assets to your computer first to upload them back up to Facebook Ads Manager. Instead, you can insert a link to a file that you want to use for a specific ad to upload it. Kitchn will <strong>upload this file to Facebook and make it available for a selection</strong> inside a Google Sheets template.</p><p>Setting up creative tests can be <strong>as easy as copy-pasting rows in Sheets</strong>. Almost everyone knows how to do it, there is no need to onboard your team on new fancy software or change the process. You can modify Bulk Ad Automation for your unique business process and customize it accordingly.</p><h3 id="automate-campaign-management-with-rule-sets"><strong>Automate campaign management with rule sets</strong></h3><p>When you manage your campaign manually, it's very easy to miss an adset with a higher CPA or immediately recognize a good CPC trend. Moreover, you probably don't want to spend your weekend thinking about a potentially <strong>overspent budget</strong> or a <strong>lost scaling opportunity</strong>. Thankfully, you can avoid these scenarios by setting up a scaling plan in advance. By identifying when the best time is to scale and making sure you have the step-by-step plan, you can easily transform it into a set of rules to instruct the algorithms on increasing or decreasing the budgets.</p><p>Using marketing software allows you to <strong>set up alerts</strong>, or even <strong>actions</strong>, based on KPIs on your campaign, adset, or ad level. For example, you can set up an alert for the CPA adset that will <strong>notify you</strong> in Slack or via email when it exceeds a certain threshold. For the ad level, you can set up an alert that will simply pause an ad when CPC, CTR, or any other metric dip below a certain value**.**</p><p><img src="/images/content/image_f159ac026074cbea6f14e7e1e32ac604_2000.png" alt=""></p><p><strong>Example of Kitchn Slack Notification based on a spent trigger</strong></p><p>Facebook Ads Manager allows you to create rule sets and schedule campaign optimizations. There are certain limitations, however. For instance, you cannot use custom metrics or data sources other than Facebook. So if you are optimizing based on Google Analytics or your backend data - Facebook rule sets will not be much of a help. It's also impossible to set up cross-account rules and adjust them from a central hub. With Kitchn.io, you can <strong>connect multiple data sources</strong> to set the rules up. If you are optimizing your campaigns based on custom data, you can <strong>integrate with Google Analytics</strong> or even with <strong>Shopify</strong>!</p><h3 id="notify-yourself-on-slack-about-significant-campaign-developments"><strong>Notify yourself on Slack about significant campaign developments</strong></h3><p>Want to increase the transparency of Facebook Ads performance? The Slack notifications recipes are a great way to do so!</p><p><img src="/images/content/image_9f35632287a168c65f64c7d57857f197_2000.png" alt=""></p><p>Example of Kitchn Slack Notification for Creative Reporting</p><p>Kitchn.io has a Slack integration that allows you to regularly send performance updates to your team members <strong>into a preferred Slack channel</strong>. This can be a great way to keep your team informed about what's happening in the ad accounts and what's expected of them. You can set up a regular <strong>schedule or send one-off messages</strong> if we detect something suspicious (remember the rule sets?). You can also set up <strong>budget pacing</strong> or <strong>goal-tracking reminders</strong> to remind yourself and the team about the progress. So whenever someone asks you about performance development, you can refer them to a Slack report.</p><p>In addition, you can automatically <strong>share creative testing learnings</strong> as soon as you get the test results with your creative team. Kitchn provides you with a set of automations that will send top ads to your Slack with a Screenshot of an ad. Not everyone can make sense of a spreadsheet full of data, especially the teams that don’t deal with much analytics. Sometimes all you need to attract attention is a visually appealing report.</p><h3 id="bonus-get-an-understanding-of-how-the-facebook-ads-api-work"><strong>Bonus: Get an understanding of how the Facebook Ads API work</strong></h3><p><img src="/images/content/douglas-lopes-ehyV_XOZ4iA-unsplash_c4bc9223f022f60d66a482796e3b2ab5_2000.jpg" alt=""></p><p>Facebook API call</p><p>As a bonus, learn Facebook marketing from the inside out! To learn more about Facebook Ads Automation, you should not skip the <a href="https://developers.facebook.com/docs/marketing-apis/" target="_blank">Facebook API</a> part. Generally, you can do the same things via an API as in the Facebook Ads Manager and, most of the time, even more. All automation software is built on top of the Facebook API. This is precisely what you will learn with Kitchn.io. We will teach you how to make an API call and pull any data. Much more data is available via API than in the Facebook Ads Manager!</p><p>The Facebook API allows you to extract data, make changes to your ads and programmatically create campaigns. That means you can build on your existing processes, making them more efficient and less manual! For example, if you have an external reporting tool based on which you optimize your campaigns, you can send this data to a Sheets and push changes in bulk to Facebook Ads Manager via the spreadsheet. In addition, you can combine Facebook's and 3rd party data in a spreadsheet and trigger changes from the spreadsheet to Facebook via Kitchn.io.</p><p>By the way, we recently released <a href="https://www.kitchn.io/blog/intro-facebook-marketing-api" target="_blank">a Facebook API tutorial</a> for beginners. Check it out if you are starting to play around with it!</p>

Automating your Facebook ads can make your life a lot easier. Check out these three automations from 

Learn basics of Facebook Ads Automation with Kitchn Academy

Facebook Ads Automation: How to make your life easier with 3 automations from Kitchn.io

Get access to the TikTok Ads API. Examine your account, report on your campaigns and learn how to duplicate your best-performing ad - all programmatically.

TikTok Ads API Tutorial - Reporting and Ad Management | 

TikTok Ads API - A Practical Introduction to Reporting and Ad Management

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