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I want to completely restructure my Facebook campaign structure and ad sets. How long should expect performance to potentially suffer as the new structure gets optimized?
Posted by on April 22, 2020 at 4:14 amI inherited a bad campaign structure from my predecessor (e.g. no designation of campaigns by funnel type, overly broad targeting, etc) and want to do a complete overhaul. I’m a bit worried about the impact to performance and am wondering if i should expect a meaningful hit to effectiveness as the new campaigns and ad sets warm up. Will this take a few days? The underlying ads themselves will remain the same. For reference, the account spends about $4k / day.
Thank you!
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4 Replies
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If current buy is throttling performance you shouldn’t be worried about a restructure hurting your business.
You can start slow roll of restructure tackling k e part of your funnel at a time.
First bulk export entire build and save it as a historical doc for reference or in case of emergency need to revert back to it.
At the end of the day you should restructure ad account if performance is not hitting goals and not just due to taxonomy.
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Anything that triggers learning phase will set you back at least a few days. If you’ve got any smart campaigns those will take even longer to bounce back.
Depending on how good or bad performance is today, new structure will immediately be better or take a few weeks.
What metrics are you using to determine performance and success?
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If your new funnel structure has well aligned audiences, conversion actions and budgets, you should only see a short (24-48hr) dip in results while your campaigns get that magic first 50 conversion events for Facebook to ‘learn’ with.
I’ve been experiencing some longer ad approval times from Facebook due to the current situation. Bare than in mind if you’re doing a full refresh.
Good luck!
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First Rule of Facebook Ads: Never Touch What is Currently Working
You will need to build your replacement Campaigns and Ad Sets side by side your running ones if they are performing even half decent. Only pause/stop them when your new setup is performing better.
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