There’s very few things more frustrating than seeing one of your ads tanking and not being able to figure out why. There isn’t an exact science to figuring out what is going on because Facebook’s algorithm can be a bit… wonky at times.
One method you can use to try and fix this is by using the compare tool in your Ads Manager. Once you get into there, select a period when your ad was performing well and another period where your ad wasn’t performing well.
After that, look for the biggest increases in cost. From there, reverse engineer to get to the potential reasons why it occurred.
You’ll typically find specific metrics that have higher spikes in costs. This is what I’ll usually focus on fixing first.
For example, say your ATC cost increased dramatically. You should start to ask yourself what could have caused that to happen.
Did you or a client change something on the product page?
If not, you will want to make sure everything is working on both mobile and desktop. It may be that there is a technical error.
If you still can’t figure out what’s going on, you could get a free trial of a heat map service to see where your customers are going on your site.
If the metric that increases is something like cost per unique link click, it may be because you may be experiencing what is called ‘ad fatigue.’ Basically, your should try to test new creatives, thumbnails, headlines, copy, angles, etc. Over time, you need to refresh your ads if you want them to perform favorably in the long run.
Like I’ve said time and time before, never stop testing.
Over time, the types of creatives or angles that will work will change. You can’t use the same ad forever and expect it to do the same kind of numbers all the time. Thankfully, you can use this to your advantage. If you continually test to find new things that work, you can more often than not stay ahead of the curve, allowing you to make more profit.
This is a double edged sword however, because if you end up getting lazy and not testing new things, your ads will start to decline in effectiveness and you won’t have a game plan.
With that said, make sure you stay on your A game and keep testing. If your ad starts to struggle, you can use the steps above to hopefully fix your problem.