In this video, I talk about how to deal with Facebook ads inconsistencies. Since Facebook ads is an auction platform and there’s a LOT of advertisers relative to the available ad space, inconsistencies are inevitable.
Why Does it Happen?
- Facebook ads is an auction platform, a lot of external factors
- Lack of ad space, too many advertisers
- Campaigns “fizzle out” if you don’t win enough auctions
Solution
- More testing: new ads, new audiences
- If you have an audience that was performing well before, test it with new ads
- If you have an ad that was performing well before, test it with new audiences
- Small changes can make a big difference, i.e. different ad copy
- Test new angles (i.e. focusing on a different pain point or emotional benefit of your product)
- New ad formats (long, short)
- When something is working, double down on it
- Need to continually test and find new audience-creative matches to win more auctions
Hierarchy of Testing
- Marketing angle (main pain point/value proposition)
- Video/image ad (scroll stopper)
- Thumbnails
- Ad copy
- Headline
- CTA