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250k in FB/Instagram Ads. My opinion: they’re RANDOM
Hi, sorry for my English.
My ads behave differently every day, it makes no sense.
I made some tests (different creatives, different audiences, copies, etc) and when you found a good product/photo, good results will last a few days (optimising for conversions/purchase)
I try to collect lookalike possible potential customers from all the sources: a huge .csv with thousands and thousands of customers, website pixel, instagram engagement, etc.
All good here, but these different audiences work on a different basis every time I run them, and it’s really hard to make budget changes in order to scale. A super simplified but real example since I can’t express myself properly:
DAY 1:
Lookalike (add to cart pixel): **good**
Lookalike (CSV from the store): **so good**
Lookalike (Instagram engagement): **BAD**
DAY 2:
Lookalike (add to cart pixel): **BAD**
Lookalike (CSV from the store): **so good**
Lookalike (Instagram engagement): **good**
DAY 3:
Lookalike (add to cart pixel): **BAD**
Lookalike (CSV from the store): **so good**
Lookalike (Instagram engagement): **good**
DAY 4:
Lookalike (add to cart pixel): **good**
Lookalike (CSV from the store): **BAD**
Lookalike (Instagram engagement): **BAD**
DAY 4:
Lookalike (add to cart pixel): **BAD**
Lookalike (CSV from the store): **BAD**
Lookalike (Instagram engagement): **so good**
It’s frustrating, I’m overall having profits, but I do feel that I have not much control, and I feel a strong randomness factor in all of this. I can’t even try to escalate anything, **all the results vary too much from day to day**. And cool results last in the best scenario, like 2-3 days.
Is this just normal?
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4 Replies
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Hi, I’ve spent 1 mill in fb this year alone. I have extremely consistent results. However, if you look at it day to day there are dramatic fluctuations in terms of real conversions. The higher the price per conversion (like I can spend $3,000 to generate one sale), the spikier your data looks day to day.
Start evaluating your performance week over week and month over month. Keep an eye on your account every day but only to make sure nothing has blown up from a technical perspective. If you’re profitable, keep going and look at wider segments of data.
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Haha, felt like I wrote this post. Its normal for me as well. I have a seasonal business so I keep spend during weak months and lose a little money for the leads and momentum…and then turn it up super hard during the good times, spring and Nov-December. I spend a lot of time tinkering with different ad types but mainly optimize for conversion, some giveaway campaigns for leads a few times a year, and retargeting.
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Also, there are tiers of performance that can be found by varying spend. Try turning your budgets up higher than you have ever done for a week or so to see what happens. Sometimes I get better performance at higher spend depending on how big your audience is.
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Why are you looking at daily performance to judge?
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