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Why does pausing campaigns cause them to go to shit? (27)

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When you pause your campaigns, you anger financial analysts at Facebook that base each page's expected revenue upon an eCPM model. They're charging you for the opportunity cost you caused them.

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haha..nice one ;-)

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Yeah facebook really blows at times. It really pissed me off when my campaigns became paused because it screwed them up.

After a few days, I would keep testing new creatives and finally got something else good. Maybe the majority of the marketshare has seen your ad/campaign?

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Lol. Anyway, I've seen that my ad costs stay low on ads with high lifetime CTR even if the CTR on a specific day is crap, maybe the CTRs/CPCs over the last few days are taken into account thus pausing the ads gives you a zero past CTR, so you're essentially starting near-fresh? Just a thought.

Although if you were hitting 0.5% CTR when you unpaused (on the day, not lifetime) then the CPC would rocket back down again.

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I was just about to post something along these lines. I've paused campaigns and then want to check on data from a week prior only to find that all their numbers had been reset to zero. It's very likely that the statistics that guide CPC rates are only taken from the past couple of days.

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This ad right here I spent a good 25 dollars or so on, it leveled out at about 11c, that's the cheapest of the 2 I let run. The other CTRs leveled at about .3% for other campaigns and got down to .07c clicks, which still isn't acceptable. I overall spent 874$ and only made back like 760$; Take into account this is a camp I made, good CTR's, last day it ran before ban spent 750, made back 2200~, 2 days ago lol. So I made a new campaign and started the old one back up. Both just sucked, and so has every other campaign I tried to start again; I had a decent amount of campaigns all profitable, facebook just focuses my budget on the ones that are the most popular i guess, but now everything is just shit.

reach: 16,133
clicks: 102
CTR:0.417%
Bid:$0.40
CPC:$0.11

^Maybe if I spend more on this the CPC will drop?

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learn to get profitable with 30c clicks....is my suggestion....waters are a rising.....

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Start lowering your bid down to $.25 or something like that.

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I don't think that is always true. . . I have paused several campaigns and re started them a day later and have seen CTR stay the same or even go up and my cpc will either drop more or stay the same depending if I have hit my lowest possible cpc. I guess it all just depends on the demo maybe?

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I wouldn't think it would normally have a huge effect with just a days break, I was thinking more 48 hrs+ with them paused. Another thing that could have happened is an unfortunate surge in competition in the specific demo being targeted, so FB decides to up the CPCs. Who knows though, hard to say without any real testing. But who wants to test something like this!

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Is it better to lower the daily limit rather than to pause them?

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Well, got back on today, and went from losing money last night, to about 150% ROI. Just left the budget @ 600 all morning and let it organically find its place I guess; spent 80 made 200 back. Re established it idK? Got my first dissaproval though after over 50 ads approved and I noticed my estimated cpc went from .04-.09 (was this for days) to like .08-.14. Maybe pausing wasn't the key cause, but as I figured, if i let it run its course it would go back to normal, using same ad copies and everything. Same thing I did last time. Still can't break .07c clicks though, CTR is .35%.

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Don't pause campaigns. It's like losing your place in line and then having to wait for ages to get back to the position to where you would have been in the inventory stack had you not paused. Just reduce your bid to 0.01. When you reset your bid back to it's original level again, it's like a traffic tap has suddenly been turn on

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Trust me I've learned that lesson, I don't even like to lower the budget low and raise it to day part, I still get bad results. I'll have to try the lowering the bid method, on an unimportant campaign to test; never heard of that one!

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@MJDUB : you mean the campaign budget ?

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Yes, one time i lowered the budget from 2k to like 200 for a night then kicked it back to 2k at around 3pm that day and spent lot's while my CPC drastically rose, even though maintained same decent CTR's. Never did that again lol; but there must be a way to do it right. I think 200 to 2k was way too much of a jump and causes things to not go so well lol.

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I know Facebook greedy as F*ck... they don't like us lower our budget or bids drastically

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i'm with you on that one lol. what are you supposed to do when you get bumped from 350 to 2k? what i did, just to be safe, was upped the budget, every hour, by like 100$. maybe that was unnecessary but i didn't want to repeat what happened and was unsure. on the account i made this thread about, nothing would really get back to what it was. i spent like 4 grand and literally made 200 max. so i just ended that that. i still owe 2600; i don't really feel like paying it off either.

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@ppchound

So that's the method that actually work for you? I also heard a lot of people saying (especially ryan eagle), that, facebook NEVER like you to lower your bids. By lowering it you are actually asking for them to shorten your ads' life spend.

I hope you can confirm your method? Much appreciate on that!

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They method, mentioned before, of dropping the bid to 0.01 rather than pausing the campaign, is not mine. I got it from Ian Fernando some time back and have used it ever since. I've transferred its use to other platforms to and noticed traffic coming online almost like a special effect. With pausing there is always a lag as the system waits to pop you back into the rotator.

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Thanks for confirming that. It really takes time to test things out but I will definitely give this method a try.

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Man, so I'm confused, if I want to daypart I can't just pause my campaigns when it's time each day? I can't go in and lower all my bids to all my ads that would be a nightmare.

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This is how I interpreted it. Our basic strategy now is to use campaign budget to throttle/daypart while getting a campaign profitable (I would never lower bids to $0.01, has same effect as pausng as far as "loss of place in line" in my experience). As soon as the campaign is acceptably profitable just crank up to max budget and let it ride... might lose monday from midnight to 6am, but you'll probably make it all up in 1-2 good morning hours and your campaign will have a lot more momentum to spend up a higher % of budget earlier in the day.

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I haven't read any of the above replies. Just figured i'd put in my 2 cents.

I never "pause" campaigns. I just lower the "daily budget" to $1.00 and when i'm ready to blast it again I increase the daily spend.

When you pause a FB campaign, it def. hurts your performance for whatever reason. It can make your avg cpc increase and can cause your allotted inventory to decrease on the ads.

You don't really have to lower bids either to get the lower cpc. FB's algorithm should automatically charge you max requirement for best ad slots based on your CTR. So, while it's "ok" (and sometimes i do this myself) to go in and decrease bids to around .05 cents below max suggested cpc (after you've gotten data to it and fb has decreased your suggested bids) it's not necessary. If your scared it'll mess things up, just leave it be and you'll prob. still get super cheap clicks. These are US clicks from this morning in the pic below and as you can see, i'm bidding high and getting pretty dang cheap clicks regardless of bid:

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No new posts in over a year, any updates on these techniques? Is lowering the campaign budget to $1 still the best way to go?

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Also interested, have things changed much?

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