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Facebook Ads Campaign Going Haywire

by TheZafraGroup
4 replies
Hi there,

I run an e-commerce business. My main source of traffic is from Facebook ads. I've been fairly successful at it having campaigns making as much as 300% ROI.

Recently, my campaign performance dropped significantly. From 300% ROI to now around 80-100%. Still profitable but not what it used to be. I'm also getting a few break even and negative days.

What happened was I got too excited and was too aggressive scaling up my daily budget. I went from $80/day to $300/day (my fb ads daily budget) in a span of 2 weeks.

So now, my campaigns are all haywire. Performance is terrible. I set up new campaigns and for some reason nothing happens. Could it be my FB pixel is screwed up too?

What do I need to do to revive a winning campaign? Would love to hear your thoughts!
#ads #campaign #facebook #haywire
  • Profile picture of the author Bright Future
    Hi, Zafra

    If you just increased your daily budget and didn't change anything else, then you should be fine. It shouldn't impact the ROI. So, you need to tell more about the changes you made when scaling up your campaigns.

    Has the cost per click gone up or the conversion rate gone down or both?

    The reason for profitable campaigns to gradually become less profitable is often ad fatigue - your ads are shown to the same people over and over again. What is your frequency?
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  • Profile picture of the author Ben Friedman
    It is possible that the level that you had your campaign running at before was paying off because the targeting was finding the right number of people that may be interested in your product, but as you have scaled very quickly your Facebook is now loosening your targeting to spend your budget. This would mean that without you doing anything the ads are no longer as targeted. I would try reverting back to a lower budget and scaling more slowly and making smaller jumps over a slightly longer period until you find your sweet spot. This is the same with most CPC campaigns.

    More budget only scales to a point before it stops being profitable, if this wasn't the case then everything would be much simpler CPC platforms (including Facebook, Google, Bing etc.) are all trying to make money so if you give them budget to spend they will try to spend it, even if the traffic is not all as targeted as it was on a smaller, more tightly managed budget. I hope that makes sense/helps.
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    • Profile picture of the author TheZafraGroup
      Definitely makes sense. Thank you.

      I did scale my budget back a lot. My winning ad set was set at $300/day but that's when it stopped producing like how it used to. Now, it's all the way back to $14/day. It shows signs of life every now and then but still very inconsistent.

      Hopefully it gets back soon!
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  • Profile picture of the author Fluffyxx
    I think the problem may be that your running out of potential customers, since you had an aggresive growth at the beginning, may be the ads are being shown to the same people that has already bought you things, and that is not probably interested in buying again, I suppose there might be a way to check this.

    If this is the case, you either need to modify the way you are selling, to make your products attractive to that people again, or you can also try to find a new audience (My suggestion: do both).

    Remember that the ads dont do all the magic, you need to show people something that might actually encourage them to buy your stuff.
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