How to Analyze an Advertising Account Step by Step

To analyze the performance of an advertising account, it is essential to follow a structured process that begins with an initial observation and, based on the findings, allows for a deeper investigation into each layer of the account.

The first question to resolve is whether there are recent anomalies that justify a thorough review. To do this, it is crucial to evaluate the general data—typically from the last 14 days—and detect changes in performance that go beyond normal variations, seasonal fluctuations, holidays, or expected market trends. Once a potential deviation is identified, the investigation should address different levels:

Strategic Review

This involves analyzing campaign structure, segmentation, and budget allocation. It is essential to verify whether the bidding strategy is still aligned with the objectives and if the budget is efficiently distributed across the key stages of the funnel.

Performance Evaluation Over Different Periods

Comparing trends helps determine whether issues are circumstantial or part of a broader pattern. This includes checking metrics such as CTR, CPC, ROAS, and conversions across different time frames.

Audience and Creative Diagnostics

Identifying which audiences and ads are delivering the best results and why. This includes detecting audience overlap, keyword cannibalization in search, or patterns of creative fatigue in paid social.

Campaign Structure and Segmentation

Analyzing whether campaigns align with the buying cycle and whether each stage of the funnel is properly addressed. Segmentation should be specific in most cases, avoiding unnecessary budget dispersion in audiences that do not convert.

Optimization of Automated Rules

Automations can be beneficial or not, depending on their configuration. It is necessary to review whether active rules are adjusted to current data and whether they are truly improving performance or creating unnecessary restrictions.

Compliance and Approvals Status

Checking for rejected ads, account quality, and policy compliance is crucial to prevent disruptions in ad investment.

A good advertising account analysis is an iterative process that requires a combination of strategic vision and technical analysis. It is not just about identifying problems but understanding the context and defining corrective or improvement actions that have a real impact on the business.

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How to Design Strategic Budgets for Major Clients in Paid Media

When creating budgets for major clients with significant investments, the approach must be meticulous, strategic, and aligned with the client's objectives. This process is not just an administrative task; it lays the foundation for building a solid professional relationship and establishing clear expectations.

The first step is to identify the Paid Media channels to be used. Each channel has unique characteristics and plays a distinct role within an integrated strategy. For instance, Google Ads may be ideal for capturing existing demand, while Meta Ads might work better for demand generation and audience building. This initial analysis not only defines the scope of the budget but also demonstrates a deep understanding of the tools available.

Calculating the budget is more than just crunching numbers. It requires basing decisions on historical data, industry benchmarks, and clear objectives. A significant investment demands well-founded justifications, including return expectations and risk analysis. For example, if the client plans to spend over €100,000 per month, a detailed breakdown of costs by channel and campaign type, along with an optimization plan, is essential.

Defining the overall strategy is a crucial aspect. This step involves structuring a clear approach that the client can understand and visualize. High-investment clients seek transparency and clarity, so it is vital to show how each component of the budget contributes to the campaign's success. This could include the distribution between upper and lower funnel activities and the expected frequency of creative updates.

The campaign structure should be detailed yet flexible, including the investment allocated to each channel and the selected ad formats. Additionally, it is important to explain concepts that the client may not be familiar with, such as the importance of the first 3 seconds of a video or how lookalike audiences work.

Another critical element for large budgets is calculating the time required for management. Managing high-investment projects demands more constant oversight, so including estimated hours and the need for additional team members, such as designers, reflects professionalism. If the budget’s scale requires it, having a second manager dedicated to the project ensures that all aspects are monitored appropriately.

Finally, everything must be presented in a high-quality document. This document serves as a reference and enhances the perception of professionalism. Presenting the budget in a clear, organized, and visually appealing format makes a significant difference in conveying confidence.

Creating budgets for large clients is an exercise in strategy, communication, and foresight. It is an opportunity to establish the groundwork for successful projects and long-lasting relationships.

Paid Media Strategies to Leverage the Low Season and Prepare for Success

The low season is an opportunity to refine strategies, test new approaches, and strengthen the brand, though it can also present challenges. What can you do to make the most of these moments in paid media?

First and foremost, optimising your budget is essential. Keeping only the best-performing campaigns active allows you to maximise returns by focusing on products or services with high demand or strong growth potential, even during the low season. For instance, identifying high-performing campaigns through key metrics such as ROAS or conversion rates can help determine where to continue investing. Less is more: every pound counts when resources are limited.

Another key strategy is to tailor creatives to the context of the low season, measuring the effectiveness of these changes using indicators such as engagement or click-through rate (CTR) to ensure the adaptations yield positive results. For B2C, relaxed tones can evoke preparation for future key moments, while in B2B, positioning your offer as part of planning for the next quarter or cycle is key. This keeps the message relevant and avoids creative fatigue.

The low season is also the perfect time to explore new channels. Often, brands focus on media that generate short-term conversions, but this is the time to test emerging platforms like TikTok, Pinterest, or even Spotify. While these may not yield immediate results, they help build presence and familiarity, which can be invaluable when demand picks up.

Retargeting and reactivation are crucial during these periods, allowing you to capitalise on audiences who have previously shown interest. This is particularly effective in low seasons when acquiring new users is more challenging and expensive. Targeting users who expressed interest but didn’t convert, offering personalised incentives, can make all the difference. Additionally, segmented reactivation email campaigns can rekindle potential customers who already know the brand but haven’t yet taken action.

There’s also room for creativity. Producing micro-content that’s educational or adds value provides an extra benefit to the customer, keeps them engaged, and strengthens the perception of the brand as a sector leader. Short videos, tips on social media, or ads that educate rather than just sell can also stand out.

Finally, preparing for the upcoming season is one of the most profitable actions you can take during periods of low demand. Investing time in creating high-quality creatives, messages, and offers tailored to future trends and target segments ensures a competitive edge when demand returns.

The low season doesn’t have to be a hurdle—it can be a springboard to the next period of high demand. It’s all about perspective and strategy.

What are your best strategies for the low season?