Why x7 campaign is DEAD? (10)

We had a good adset which stopped converting for some reason (it still spending every dollar of the budget ), so I guess it's the creatives.

It used to make almost x7 on $300 daily spend ($30 CPA on $200 product), we touched nothing and it suddenly stopped converting after about 20 days and 200 sales...

We usually run only 1 creative in every adset and split test it with different image or copy

1.Should we add more creatives to same adset or duplicate adset and replace creatives?

2.how often you guys refresh your ads inside the adset and would you do it ONLY when the adset stops performing?

I still believe audience is good so it'd be a shame to kill the adset already... (Audience is interest based, we wait to reach 1k sales to start lal campaign)

P.S- the campaign optimized for conversions and no CPA just set to lowest for budget

What's the audience size? And did you face any issues regarding "low quality ad experience" for example?

Originally Posted by stickupkid

What's the audience size? And did you face any issues regarding "low quality ad experience" for example?

Strange for it to burn out so quickly on 2.5m audience, have you tried resubmitting that same ad/adcopy/targeting in a new campaign?

And when it suddenly stopped it was like x7 for 20 days or at least close to that, then lowered out of no where?

Originally Posted by maynzie

Strange for it to burn out so quickly on 2.5m audience, have you tried resubmitting that same ad/adcopy/targeting in a new campaign?

And when it suddenly stopped it was like x7 for 20 days or at least close to that, then lowered out of no where?

AFAIK from my testing how Facebook works is it optimises towards a "pool" of the 2.5m audience when you select an objective and further optimises towards another "pool" of the 2.5m

So e.g.
2.5m audience
> becomes a 250k audience (when you select the purchase objective segment)
>> then becomes a 50k audience (after ad set learns data and lean towards which segment's converting)

What I'd do:

Try running the winning adset / creative with different objectives, or same objective and just tweak the age a little, change a little bit of the ad - or model the winning creative and adapt a different but highly similar style to it. Mix in a small interest plus the current 2.5m you're running to just to reset the algo, etc.

Straight up dupe ad sets with lower budgets and adjusting something really small such as changing age from 25-65 to 25-64 just to reset the algo to target a different pool. Even when you launch the ad set at a different time it will optimise towards a different segment

Also I'd start playing with LLAs for earlier objectives as well such as add to cart / leads / time on page depending on how your funnel works

If all that fails then you probably got really lucky with 1 particular segment but I'm guessing against it because of the 7x ROI

All the best

edit:

I'd also test multiple creatives WITHIN multiple ad sets and manually pause what's not working. That tends to do very well for me and as weird as it sounds, within different ad sets, a different creative might/most likely will become the winner. It's really much different from other traffic platforms because of the massive amounts of AI that Facebook deploys to optimise ads for advertisers.

Even the exact same creative duped, will perform differently from the original creative in the exact same adset. That's just how it works right now and each camp-adset-creative combo will eventually lean toward a certain pool of the audience. Then just pause what's not working and run what's working.

Originally Posted by nxtlvl

AFAIK from my testing how Facebook works is it optimises towards a "pool" of the 2.5m audience when you select an objective and further optimises towards another "pool" of the 2.5m

So e.g.
2.5m audience
> becomes a 250k audience (when you select the purchase objective segment)
>> then becomes a 50k audience (after ad set learns data and lean towards which segment's converting)

What I'd do:

Try running the winning adset / creative with different objectives, or same objective and just tweak the age a little, change a little bit of the ad - or model the winning creative and adapt a different but highly similar style to it. Mix in a small interest plus the current 2.5m you're running to just to reset the algo, etc.

Straight up dupe ad sets with lower budgets and adjusting something really small such as changing age from 25-65 to 25-64 just to reset the algo to target a different pool. Even when you launch the ad set at a different time it will optimise towards a different segment

Also I'd start playing with LLAs for earlier objectives as well such as add to cart / leads / time on page depending on how your funnel works

If all that fails then you probably got really lucky with 1 particular segment but I'm guessing against it because of the 7x ROI

All the best

edit:

I'd also test multiple creatives WITHIN multiple ad sets and manually pause what's not working. That tends to do very well for me and as weird as it sounds, within different ad sets, a different creative might/most likely will become the winner. It's really much different from other traffic platforms because of the massive amounts of AI that Facebook deploys to optimise ads for advertisers.

Even the exact same creative duped, will perform differently from the original creative in the exact same adset. That's just how it works right now and each camp-adset-creative combo will eventually lean toward a certain pool of the audience. Then just pause what's not working and run what's working.

@nxtlvl - Dayum nice post mate, thats very interesting

So here's what we did and so far it works (for only 2 days so far ):

1.Decided to close the old adset, I realized that if the creative is good and the funnel works so it will work again with other audience (unless the product is sh*** and then it was a one time luck and in such case I don't want to deal with it any more anyway)

2.Opened a new campaign, same copy, same creative, same targeting BUT lowered the daily budget of the adset to be 2 x CPA.

3.So far it's working... Last time checked 10 minutes ago, maybe something went wrong since then, with FB you never know

At the moment we only get 2-3 sales on the upfront but on low CPA.

Goal #1 :

It was to get back to reasonable CPA - mission accomplished

Goal #2 :

To scale!

The strategy:

Everyone afraid of refreshing the algo, and they're right - that's what FB is all about, and the ultimate way to run your campaign for long would be to combine between refreshing your campaign without refreshing the algorithm. How to do it? here's what I see the best method...

The execution:

What I'll do now maybe sounds insane for some of you, but here's the plan: I'll do nothing beside adding more creatives to the adsets which converts best and pause old ones.

The only way (at least from my experience) will be to play only with the ads. For one campaign I managed to run quite consistent for 100 days and $1K/day with only changing the ads. So for the next 2-3 weeks we'll be playing and pausing new ads. No budget increase, no dups, no adjustments.

"But how do you plan to scale?"

So here's the scary part, once we reach to 50 conversions per adset (on at least 3-5 adsets) we'll convert (might duplicate but I still believe that converting would be better as that's where FB is heading) it to CBO and pause the non-performing adsets.
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That's my plan for the next 2-3 weeks and if you have any tips or suggestions or just "DON'T DO IT!" kind of help, please let me know