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Facebook ROAS drops from 3+ to 0.2 overnight while CPC drops by more than half.
Posted by on June 6, 2021 at 10:37 amNo changes were made to the website or ads. Had a huge drop in ROAS while having the highest CTR ever(8% CTR and 20% click rate). CPC is really low compared to normal but they simply don’t convert.
Any ideas?
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3 Replies
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Happened to many businesses. I tried running new ads and other stuff but it’s only worse..
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One thing that can happen is that everyone relevant has seen your ad enough. You have run thru all the Low Hanging Fruits customers that were waiting to be tempted by an ad for this specific itch. CTR goes down, FB doesnt like showing low CTR ads, you get low impressions, so actual clicks go way down.
This is why I hate FB ads. It works so well for a while, but it stops working sooner or later. You can’t build a business long term on unpredictable flows of clicks, leads, sales.
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It is absolute mess, my old campaign stopped working exactly June 1St, so I made new campaign with new creatives and refreshed adiences. It had way better numbers, this weekend it is worse than the old one. Nothing seems to be working at all.
My CPMs are lowest ever BUT CTR is also lowest ever and cost per LPV is enormous…
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