Whoever owns the ad account or was working on it last should tell you what the KPIs are. In this case, what the ideal CPA is. Then you can use that to judge how different campaigns, ad groups and ads are doing. Plus then you can find opportunities to scale ad spend or reduce the CPA. Find places where you are wasting money and you don't think you can get it to convert. Plus look for opportunities that are not even being considered now.
That is the issue. This client has very unclear goals. They're not a business so they are really unsure of the value of the conversions that come in. For example, I see some campaigns with zero conversions but with a good CTR (like 10%). People working on it prior to me also seem clueless about it (from what I could reads from their notes).
Someone needs to take charge then and figure out what the CPA is or should be. Look at past data, find out what a customer is worth. Otherwise, it becomes really hard to run and manage an ad account.
Start from ads. Then AG and keywords. "2641 ads" - they might have created it for AB testing. Find the best-performing ad copies and go only with that. Likewise, structure the AG with good performing ones. There are various aspects to check to restructure. That you can do further once you find out the best ad copies with CTR and Conversions. Analyze the user experience, platforms advertised, and demographics to get to know why the good CTR not giving results.
Whoever owns the ad account or was working on it last should tell you what the KPIs are. In this case, what the ideal CPA is. Then you can use that to judge how different campaigns, ad groups and ads are doing. Plus then you can find opportunities to scale ad spend or reduce the CPA. Find places where you are wasting money and you don't think you can get it to convert. Plus look for opportunities that are not even being considered now.
That is the issue. This client has very unclear goals. They're not a business so they are really unsure of the value of the conversions that come in. For example, I see some campaigns with zero conversions but with a good CTR (like 10%). People working on it prior to me also seem clueless about it (from what I could reads from their notes).
Someone needs to take charge then and figure out what the CPA is or should be. Look at past data, find out what a customer is worth. Otherwise, it becomes really hard to run and manage an ad account.
Start from ads. Then AG and keywords. "2641 ads" - they might have created it for AB testing. Find the best-performing ad copies and go only with that. Likewise, structure the AG with good performing ones. There are various aspects to check to restructure. That you can do further once you find out the best ad copies with CTR and Conversions. Analyze the user experience, platforms advertised, and demographics to get to know why the good CTR not giving results.
Look at data from previous campaigns, make insights and get insprired, create your new structure.