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Why did FB campaign suddenly go from large daily profit to daily loss? (9)

08-04-2016 05:17 PM #1 andyman (Member)
Why did FB campaign suddenly go from large daily profit to daily loss?

I recently had a campaign doing daily ROI of around 50% for a few weeks. There were still hundreds of thousands of people left in the audience that had not been reached but the campaign suddenly stopped converting but CPC and overall click count remained stable. Apologies for the slightly noob question, but anybody know why this might happen and what the best course of action is? I've since changed the audience to a similar one to see if it will convert with that. Any ideas? Many thanks, I'm still pretty new to FB.

08-04-2016 05:58 PM #2 cmdeal (Veteran Member)

There are a lot of experts on this forum. Unfortunately none of them are mind readers or have ESP.

In order to get a good answer you need to ask a good question. And part of asking a good question is providing enough context and information so that anyone who may have an answer can begin to diagnose the issue.

http://stmforum.com/forum/showthread...Your-Questions

What geo, what type of campaign, what volumes were you running, what are your composite doing, who controls the landing page etc etc etc. With the lack of information you have provided, no one can help you even if they wanted to.

08-04-2016 07:44 PM #3 andyman (Member)

Quote Originally Posted by cmdeal View Post
There are a lot of experts on this forum. Unfortunately none of them are mind readers or have ESP.

In order to get a good answer you need to ask a good question. And part of asking a good question is providing enough context and information so that anyone who may have an answer can begin to diagnose the issue.

http://stmforum.com/forum/showthread...Your-Questions

What geo, what type of campaign, what volumes were you running, what are your composite doing, who controls the landing page etc etc etc. With the lack of information you have provided, no one can help you even if they wanted to.
USA, Clickbank offer, direct linking, campaign objective was links to website, got up to $120 daily spend when it started to die. I'm sure there can be some general reasons people can suggest, I'm really asking if this sort of thing is common and if it is part of the process or if anybody has experienced something similar, not expecting a fine-toothed combing of the details. Thanks anyway.

08-04-2016 07:52 PM #4 andyman (Member)

The main question I'm asking, for clarity, is why would a specific audience that is converting well for a specific campaign, stop converting well with only a minority of the total audience reached, assuming no changes were made to any part of the campaign? E.g. does the facebook algo manage to target people more likely to convert first or something like that?

08-04-2016 08:40 PM #5 yazimedia (Member)

The unfortunate reality is that campaigns die for no reason sometimes. Its part of the game.

Have you tried switching up the copy/images? Have you tried changing your ad objective? Have you asked the affiliate network to ask the advertiser if they can place your FB pixel on the conversion page and then optimise for conversions? Have you considered the possibility that the US is the biggest GEO on Facebook and as such you could have just hit a random segment of good traffic first by chance? Maybe you just hit a bad segment and it'll start improving again. There are lots of possibilities.

As affiliate marketers we're basically trying to organise chaos. We can control a lot but we can't control everything. Sometimes you just need to accept that a campaign has died and move on. It sucks, but that's the life we've chosen haha.

08-04-2016 08:47 PM #6 presfox (Member)

Check your technical side of things as well, does everything work?

Also, seeing its clickbank, this means you went from 6-7 conversions a day to 3-4? Thats not really a big drop...

Regards

08-04-2016 10:43 PM #7 cmdeal (Veteran Member)

Quote Originally Posted by andyman View Post
I'm really asking if this sort of thing is common and if it is part of the process
Yes, campaigns go up and then they go down. This is definitely not an industry where you put up a campaign and then everything stays the same for weeks and months. There are a gazillion factors that drive this volatility.

08-05-2016 03:48 AM #8 zeno (Administrator)

1. Yes the initial audience you hit may be higher value / more likely to convert - the audience segmentation isn't extremely uniform.

2. Are you using a FB pixel? If you want consistency it would be wise to send FB data on who's working well for you.

3. Are you sure no change on the offer occurred?

4. Did any other stats change? Volume? CTR? Etc? Other bidders will shift the landscape a bit as well.

5. What is your ad relevancy score? High negative feedback will lower the value of your ad which may result in it delivering to different users.

08-05-2016 11:31 PM #9 andyman (Member)

Quote Originally Posted by zeno View Post
1. Yes the initial audience you hit may be higher value / more likely to convert - the audience segmentation isn't extremely uniform.

2. Are you using a FB pixel? If you want consistency it would be wise to send FB data on who's working well for you.

3. Are you sure no change on the offer occurred?

4. Did any other stats change? Volume? CTR? Etc? Other bidders will shift the landscape a bit as well.

5. What is your ad relevancy score? High negative feedback will lower the value of your ad which may result in it delivering to different users.
Thanks, some very good questions, particularly 3. I haven't checked changes to the offer. As for 2 I was using pixel but the campaign objective was clicks to site, I'll be using conversion objective from now on though I think for this exact reason. I don't think the CPC changed much, my relevance score was very high, around 8 to 9 so it probably wasn't that.

But definitely some things I can look into more closely here, thanks again.

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