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Hello everyone, My name is Damini, and today, before we begin,
The first thing I want you to do is Imagine.
Imagine that after much hard work, you were able to create a successful facebook ad and you uploaded it on meta.
Your ad started to pick up and, as per your expectations, it is doing incredibly well.
Getting you a good amount of leads and traffic on your content,
But suddenly, without any cause, your ROAS drops from 5X to 2X,
And now you are there, clueless, on what went wrong and what you shall do.
Well, you don’t need to worry because this blog will not only focus on that but also give you the easy, actionable steps to solve these problems.
Now, if your well-performing campaign suddenly starts giving poor results,
There can be multiple reasons behind it.
For example;
❌ Your ad might be saturated
❌ Ad fatigue
❌ Ad reaching out to the wrong audience
And today, I will give you the best solution for this problem.
When you launch your ad on meta,
It first goes through what we call the learning phase.
Meta AI takes its time to analyze which audience should be shown the ad creative for the most optimal performance.
If you’ve created multiple ad sets, it tries to figure out which audience will be perfect for each one of them.
The time taken by the meta to do these things is what we call the learning phase.
After this, Meta shows your ad to the right audience more effectively, to the ones that match your product or service more.
So, if you feel like your ad performance has dropped significantly;
For example, your ROAS went from 5 to 2 within 10 days of uploading,
Then the best thing you can do at that moment is to use the restart method, and that means,
Pause the ad.
➡️ Consider this mechanism as what you do with your laptop.
➡️ When it starts having issues, we turn it off and restart it,
And hope that it works better afterwards.
That’s exactly what we do here.
➡️ Just pause the ads for 10-15 minutes,
➡️ or at max for 2-3 days,
➡️ And then go on to resume it.
8 out of 10 times, it has been proven effective and shown better results, But if this doesn’t cure your ads, try this next one;
Also, if you are struggling to run meta ads, my video course will help you a lot:
If your ad has been running for a long time without any changes,
Pausing/resuming the ad doesn’t help,
Then there’s a high chance that your audience might have been experiencing ad fatigue.
That means that they’re tired of seeing the same ad for the zillionth time,
And are now skipping the ad on purpose,
which might be the reason for your ad to give poor results.
To combat this issue;
But there’s a major reason that might be the cause of your ads not working,
And the solution might have nothing to do with pausing ad or refreshing your ad creative,
It might be associated with;
Some products/services have a seasonal demand.
For example, we work with a clothing brand, and I’ve noticed that although people buy clothes all year round,
There are specific seasons when the demand for various clothes,
Like kurtis, sarees, and lehengas,
Skyrockets.
And in those seasons, these products sell on autopilot, even with average ad creatives.
Apart from this, there are times when, even with high-level ad creatives,
The sales drop drastically.
The reason is simple: the product is seasonal.
So to maximize your sales, find the best season for your product,
➡️ Invest heavily in your ads during that time, have the best ad creatives, and reach the maximum number of people possible.
Moving on to the next solution, consider it as a subdivision of seasonal demands.
Some products that you sell might depend on climate or location-specific demand,
You should target ads to relevant locations.
For example, a product like a heater might not perform great in Africa, but it might become a best seller in Europe.
So, elaborating on this example, if you are selling heaters, and winter hasn’t started in a particular state,
You can avoid targeting that location and focus on areas where demand is high.
Similarly, if your market is highly competitive, your results can fluctuate.
For instance, if I have multiple courses and suddenly a strong competitor with better ad creatives and a much higher budget enters,
my cost per purchase will increase, and my ROAS will drop, all due to increased competition.
So, check these metrics before you upload your ad, and you will be able to earn high revenue without any effort.
There’s one thing we all can agree upon,
We all want to have a winning ad for our product/service.
But, that is when the problem arises.
When many people find a winning ad, they try to stick to it.
They stop exploring new interests, and even though you might have a winning ad creative and a compatible audience, the harsh reality is;
It won’t work forever.
So, while it’s working,
Keep testing new interests and creatives before you encounter ad fatigue and prepare for future scaling.
There’s no doubt about the fact that the meta keeps on updating its policy now and then.
Every other day, there’s a new update or a new rule in the meta ad policy.
Always checking on these updates while managing the whole meta ad can turn into a tedious task,
Instead, you need a compelling platform where not only will you keep getting new updates regularly,
But also a brand new strategy associated with it, that will make it super easy for you to apply them in your meta ads.
DAMINI TRIPATHI
Damini Tripathi, rocking the digital marketing scene for 5 awesome years. Started from scratch, now running my digital marketing agency and creating cool content too. She has been one of the fastest-growing digital marketers on the internet. Damini has also scaled multiple clients from ZERO —> HERO.