Research method
Ads Analysis
Analysis of ads data within Google Ads, Facebook ads, Instagram ads, etc, focused on performance, CPC, Impressions, Clicks, Cost, with the aim of identifying which campaigns and ads are underperforming.
When to reach for it
Increase your ROI from acquisition spend
Improve the effectiveness of paid landing pages
Start optimising acquisition activities
Connect your acquisition strategy to your on-site optimisation efforts
Strengths and limits
Pros
Analysing your ads data helps you to optimise spend by highlighting which campaigns are performing well, and which are not.
Cons
Ads analysis on its own lacks qualitative insight needed to really determine why certain efforts are not performing.
Practical considerations
Expertise
Ideally, you need someone with acquisition knowledge to conduct this activity, at the same time, you want someone who isn't directly involved in your acquisition strategy, to prevent bias.
Common tools
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Recipes that use this method
A method earns its value when its signal corroborates others. Here is where this one does its work.
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