Is your ad strategy giving you the clarity you need?
Have you ever wondered if your ad budget is truly delivering the returns you hoped for or felt uncertain about what actions to take when performance dips? Sometimes, evaluating the success of your ad strategy can feel like navigating a maze without a map. In this lesson, you'll discover how to turn complex data into clear, actionable insights, so you can confidently make better marketing decisions.
If you're taking the Klaviyo Advanced KDP or Marketing Analytics learning path sequentially, please feel free to skip the funnel analysis video below! If you're taking this as your first Advanced KDP or Marketing Analytics course, here is a quick walkthrough on funnel analysis.
3 strategies to evaluate your ad strategy
Below, we have 3 recommendations to drive a greater impact evaluating your ad strategy. Leverage these successful tactics to drive better ROAS. They're tailored to improve efficiency and return on your investment.
Compare 2 ads to identify what offer works best.
Use the Audience Performance tool to identify segments with the lowest revenue contribution. Then, run 2 ads on 1 of your ad platforms for each segment to determine which offers resonate best with these audiences.
Set up the test to drive higher ROAS using Placed Order Rate as the metric. Analyze the revenue and conversion data to identify which offer performs best regarding return on ad spend.
Recommendation:
- Apply the winning offer in future campaigns targeting similar low-performing segments. Scale these insights across other campaigns to maximize ROAS and improve ad efficiency.
Optimize your lead conversions from social channels.
Your return on ad spend with Facebook has dipped over the last few months, so you create a Lead Ad to Purchase funnel to identify areas of drop-off and optimize.
- If lead ad subscribers aren’t engaging with your email, try new messaging or an offer that incentivizes them to move through the funnel.
- If lead ad subscribers drop once they reach your website, try directing them to a specific product page to limit clicks and distractions.
- If lead ad subscribers drop at checkout, try optimizing your checkout experience (e.g. one-page checkout).
Recommendation:
- Filter this by segments to see how different segments move through the funnel.
Want to see your metrics soar? Put these bonus tactics into action and watch the results.
Optimize your ad campaigns by aligning timing and product recommendations with customer buying patterns.
- If buyers of your best-selling product, such as a knit hat, tend to make a follow-up purchase around 20 days later, set up targeted ads to reach them at that time.
- Showcase frequently purchased product combinations in carousel ads to suggest complementary products, like a matching scarf, which will likely be purchased next. This strategic timing and personalization can drive repeat purchases and maximize upsell opportunities.