I'm running right side ad campaigns - website conversions campaign objective, manually bidding for conversions.
I'll have the campaign profitable at good ROI but as soon as I start raising budgets to scale things up, I'll watch my CPA increase, which will take the campaign negative in some cases. No changes to landing page, offer, bid, etc. just increasing budgets and it's like Facebook is increasing my CPCs and filling the increased budget at higher CPCs.
Anyone else seen this and/or know how to circumvent this dilemma?
Thanks
James
Hi James, have you tried "waiting it out" - in other words letting it calm down and get back to or close to the original CPCs?
You can also try the tactic just to increase budget by 30% at a time...
I tried waiting it out for a couple days but I lost my patience (was losing hundreds per day). I went in and paused a bunch of ads that FB had given high relevancy scores, even though the CPA was significantly higher than those with lower relevancy scores, and created a bunch of new ads. I now have CPAs back down closer to previous levels and the campaign is once again profitable...just at a lower ROI.
Good point about budget increases - I've noticed that when I drastically raise budgets (double or even triple), the CPAs have a tendency to shoot up more than when I gradually increase them day-over-day. I still wish I had a bit more flexibility/visibility when it comes to bidding on FB but oh well.
thanks,
James
I'm guessing you are auto bidding, try setting a CPC and bidding that way as that's worked for me in scenarios like you mentioned many times.
Another trick is raising your budget just before midnight because FB seems to like to speed up later in the day and charge you higher CPC's if I increase budget too early in the day.