I hear it all the time when people freak out about their campaigns taking a major dive. Especially now, when everyone is experimenting with Campaign Budget Optimisation and with Facebook implementing new changes to the platform, for many the future seems uncertain.
And the same stuff happens to me as well. When I woke up today, the ROAS for the account for one of our clients was 1.10 and some campaigns that used to average at 3.00 ROAS were showing results at around 0.36. Two or three years ago, I would literally freak out thinking that I should shut down all the ad sets and start all over again.
But when you play with Facebook for long enough, you can differentiate between a short-term performance dip and a downwards trend. This is what differentiates a good media buyer from an average one.
This kind of dip happened many times on this account. I am not going to shut those ad sets down, because I know that they recover pretty quickly. To give the context: in the last 60 days, we scaled that account from 5k in ad spend to 16k. We plan to spend 25k in May. At the same time, we maintained a consistent ROAS of 2.26. Not bad, but could be better. Within the next 2 months, we are planning to hit 2.5 ROAS and 50k spend. 6-month target is to have 150k in spend and 2.5 ROAS. So, the results look good and the client is happy.
So, if you check out your Fb stats every morning,anxiously hoping that you will not see any bad news there, either get used to the fact that Facebook by its nature does not bring day-to-day consistent results, or go doing something else before you get a heart attack.
You always need to remember that Facebook Ads are complex and there are countless variables that come into play (seasonality, algorithm, competition, to name a few…). Therefore, you should never judge campaign results by the performance of a single week, or even a month. Always have a bigger picture in mind and an idea of what role Facebook plays in your client acquisition strategy.
If you would like someone to take the stress off your shoulders and finally have a good night’s sleep, follow this link so that we can look at your campaigns and differentiate short-term dips from REAL performance trends: salesgenomics.co.uk/mike
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