Facebook Ad Serving [Help] (5)
Hey all,
I've got a Facebook campaign that has been running for a few months, but the actual ad serving of the campaign goes up and down like a roller-coaster.
One week I'll only do 100 conversions a day. Then for a couple days I'll do 1,000 conversions a day. Very little goes on on my end the FB ad-serving algorithm just does this on its own.
I'm trying things out like uploading dupe ads, pausing ads, re-enabling ads in order to get some more consistent performance. The campaign does very well when it decides to serve.
Anybody know what this is all about? Can anybody give me some tips on how to 'prime the pump' daily to make sure my ads get good exposure on a consistent basis?
The first thread didn't get any responses, but maybe this info will help someone out there.
My team has been working the past few weeks on making FB work more consistently. The quality has been great, the conversions great, just as mentioned before the impressions vary wildly day to day. Consistency is our problem, so we've been working towards better consistent spend.
We have 2 products we advertise.
First product is high-end, high-targeted, with high CPCs. Those ads last a longer time. Typically a few weeks. CPMs like $40 & 8% CTRs
Then the 2nd product is nearly wide-open targeting, with low CPCs. These ads have a much shorter lifespan. CPMs here like $10 & 4% CTRs
We've had to work a lot harder to get the 2nd campaign impressions as the ads die out faster. I am not sure, but in my head it makes sense for the first product to receive more longevity as the CPMs are more favorable on FB's end. Like FB just kicks out shitty CPMers when the going gets tough.
Overall though, it appears our future is somehow figuring out an ad rotation schedule. Ads just die no matter how good the initial performance went. We want to setup a rotation of our best performing ads and just pause/enable stuff once a threshold of low volume is met. Say setup 4 of our best-performing ads in a campaign (all unique ad sets). Then once ad 1 starts to die, pause it, and enable ad 2, then ad 3, then ad 4, then back to ad 1, and so on.
Does anyone else do this kind of ad rotation? Comments?
It's difficult to gauge what might be happening with many important technical details missing, e.g.
- What are your audience sizes?
- What ad delivery optimisation setting are you using?
- What are you bidding?
- What are you budgeting?
- How much does it actually spend daily, what are the variations?
- Are you tracking the conversions properly withthe FB pixel?
Originally Posted by zeno
Ad delivery: Some accelerated, some standard. All ads are for FB only -- no IG/audience. Mostly mobile traffic too.
bidding: CPA/CPC mix. CPA doing better.
Budgeting: Much higher than it ends up spending
Daily Spend: $5-20k
Tracking Properly: Yes, using the pixel, tried using a 2nd pixel from scratch to see if anything changed. It didn't.
Here's a typical up-and-down spend scenario last week:
http://imgur.com/mF5P6sE
^^ We started a few new ads on 11/8, they raged 11/9 and capped our account budget, did well again 11/10, then petered out 11/11.
Here's a FB survey image I found that I have to agree with regarding (our) ad lifespans.
https://s-media-cache-ak0.pinimg.com...89e60cfe3a.jpg
We've got some in the 14+ day range, but most our stuff is 1-14.
I guess the important thing, is can I change this? Or is it the nature of the FB beast -- just make sure to keep up the ad uploads.
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