From 8 to 82: Rebuilding a Local Jeweller's Meta Campaign Architecture

SuperGem leverages a solution optimized for Meta Opportunity scores, guiding digital marketing strategies with a well-organized campaign manager interface.

TLDR; SuperGem leverages a solution optimized for Meta Opportunity scores, helping a local jewellery retailer move theirs from 8 to 82.

A leading local jewellery retailer was running Meta campaigns that were generating inconsistent performance with lead generation as their primary objective. While at it, they were leaving significant optimization opportunities unused. A typical situation where the people deploying the campaign were using guesswork as their playbook.

The platform performs when it's setup with the right decisions. When not, the manner in which we could quantify the deployment quality was an Opportunity Score of just 8, indicating that many recommended campaign best practices had not been implemented. Opportunity score is a quantitative indicator of the campaign deployment quality. It consists of multiple parameters and variables which helps Meta deliver results against the desired optimsation metric.

Using SuperGem's AI-driven campaign engine, we rebuilt the campaign using modern Meta recommendations and automated deployment of advanced optimization techniques. Within a short period, the account's Opportunity Score increased to 82,

reflecting a significantly stronger campaign foundation. This was a significant pull with a minor change.

The challenges in the initial campaign setup included shortcomings in items like:

1. Not defaulting to the Advantage+ suite that leverages Meta's powerful AI capabilities

2. Manual campaign setup on most fronts

3. Missing recommended optimizations

4. Lack of usage of Meta's advanced solutions for lead generation

5. Above all, not using performant creatives which determines about half of a brand's marketing effectiveness.

Here are some things that SuperGem's solution focuses on that improved this score significantly-

Campaign Structure

• Campaign objective

• Ad and Ad set organization

• Bidding strategy

• Destination configuration

Creative Configuration

• Performant setup

• Asset setup

• Ad variations

Optimization

• Automation and AI

• Optimisation metric

• Improved signals to Meta

Metric	Before	After
Opportunity Score	8	82
Best Practice Adoption	Limited	Extensive
Expertise	Non-existent	Strong
Campaign Configuration	Manual	AI-driven
Likely result	Very poor	Valuable

A point to note is that the score is personalised to your ad account based on factors like business type, optimisation metric, primary objective and so on. Meta compares these with levers that have done well experiments on the platform. So consider these to be derived based on thousands of successful campaigns run on it. It's a living playbook for your to follow.

• A higher score suggests that you're following Meta's recommendations and therefore are more likely to see improved performance over time.

• A lower score suggests that there may be recommendations that you can adopt for your campaigns, ad sets and ads.