Are vegans messing with my Facebook campaigns? (4)

Hi guys!

For the third time now I'm facing the same issue with my Facebook campaign.

3 weeks ago we opened a new market (France) and like always, we started only with with Facebook.

Here is my campaign setup:

- Campaign objective: Website Conversion/Purchase
- Targeting: Hunting (2.2M audience size)
- Gender: Male
- Age: All
- Conversion Window: 7D clicks / 1D view
- Bidding: Auto
- Placement: Auto
- Daily budget: 75€
- Creative: 1 Video ad


Campaign timeline

First 6 days: Campaign is performing great, CPA is below my target and I'm not changing anything.

7-8 days after launch: Campaign start declining. After two days, I pause the original video creative. This ad spent €893and reach 175k people. Frequency is 1.89.

9 day after the launch: I create a Carousel Image ad with 9 images. Campaign is again performing great and below the goal. After 7 days, disapprove my ad because I used on of our IG photos and you can see an icon that someone is tagged. Reach on this ad is 61k and CPM is the same as on the original one.

16 days after the launch: I setup new Video ad, resume the campaign and sales are back up again. After 3 the campaign dies.

20 days after the launch: I duplicate the winning ad set 10x with smaller budget (20EUR) and after 1 day my CPA is 75€. 7.5 times higher than my tCPA.

A few other important things:

- I'm not sure, but I think I noticed this pattern 2 or 3 times when my Facebook average score is 3. Vegans are f*cking me and writing 1 star reviews without buying my product. That's just not fair!
- The CPM is all the time almost the same
- Retargeting campaign dies almost at the same time

As you can see from the screen shot above, my conversion rate is constantly increasing, but then suddenly it drops.



Overall stats for this campaign (UA+retargeting):
Revenue: €14,848.08
Spend: €3,141.86
Reach: 303,154
Frequency: 3.81 (Website conversion campaign only: 3.34)

Does anyone have any idea why the campaign die so fast? I don't think we can talk about product saturation, if I generated only 272 orders out of 2M audiences.

Do you think its the problem with ad saturation or is some sort of penalty because of 3.0 average review?

Also, can you share how do you add new creative when you see the original stop performing? Do you pause in the original one and just add a new one, or you create separate campaign/adset? For me it makes sense to throw new creatives in the original adset, because all the optimization is done on adset level, right?

Any help is much appreciated.

I can imagine the saturation on your quite specific niche will start earlier than a "broader" audience campaign/vertical. If you are a hunter and you see the ad, you either are attracted or not IMHO. I am guessing they are also a bit more "swift" than the average citizen....

I would say change ads quicker and more often, this way you postpone the volume/CR drop for a longer time. Let's say one AD is doing great, you are scaling it and after 10 days it's dead as you say. Why not test on day 2,3 and 4 for example some new images/videos/angles. Keep the winners live and this way you cumulate/scale too ofcourse.

Just duplicate winning campaigns/ad sets, within a new campaign without any changes. OR if you want to swap images/videos, only duplicate within ad set, but also in a new campaign! See what happens now...

The impact of the review score should be a possible reason too... but why not from start instead of after some days of good traffic?

Try to exclude people who have any interests related to Vegan/Vegetarian/Peta/and all the other crap vegans like.

Originally Posted by stickupkid

I can imagine the saturation on your quite specific niche will start earlier than a "broader" audience campaign/vertical. If you are a hunter and you see the ad, you either are attracted or not IMHO. I am guessing they are also a bit more "swift" than the average citizen....

I would say change ads quicker and more often, this way you postpone the volume/CR drop for a longer time. Let's say one AD is doing great, you are scaling it and after 10 days it's dead as you say. Why not test on day 2,3 and 4 for example some new images/videos/angles. Keep the winners live and this way you cumulate/scale too ofcourse.

Just duplicate winning campaigns/ad sets, within a new campaign without any changes. OR if you want to swap images/videos, only duplicate within ad set, but also in a new campaign! See what happens now...

The impact of the review score should be a possible reason too... but why not from start instead of after some days of good traffic?

Originally Posted by 247media

Try to exclude people who have any interests related to Vegan/Vegetarian/Peta/and all the other crap vegans like.