Live Proof of Facebook Ads’ Good and Bad Periods!

Introduction

Hello, everyone! I’m Costantinos, and today I’m excited to share a live demonstration of a Facebook ad account I haven’t touched in months. This account presents an incredible opportunity to observe the natural fluctuations of results without any interference from campaign adjustments or optimizations.

In many situations, when managing Facebook ad accounts, we often run multiple campaigns and continuously optimize them. However, I have a client who requested that we maintain the current spending levels for an extended period—up to eight months or even a year—while they focus on resolving some operational issues. While this may result in a reduced workload for me (and less payment, of course), it allows us to witness how the ad account behaves over time.

The Ups and Downs of Facebook Ads

Over these eight months, I've been able to monitor how a single Advantage Shopping campaign performs, unveiling the inevitable ups and downs that come with using Facebook for advertising. Facebook ads do not guarantee consistency but rather present an average performance over time—this is precisely what I want to illustrate today.

Let’s dive into the monthly performance of this particular account. After starting the campaign in July, many fluctuations reflect the account's dynamics:

July: The cost per purchase began at $ 158. The results fluctuated between $ 5 and $ 12, and we observed some fluctuations up to $ 171.
August: The cost rose again to around $ 185, but we saw some decrease towards the end of the month, stabilizing around $ 158.
September: There was a notable drop to $ 152 and then some increases again, fluctuating from $ 160 to $ 184.
October: This period coincided with election activity, affecting ad costs significantly. The account saw a boost here outperforming expectations—averaging $ 108 in cost, with outstanding results at times.
November: Results further improved, dropping costs to impressive levels such as $ 80. The campaign saw a variance of outcomes.
December: The last month promised another round of fluctuations, but the average remained strong.

Insights Gained

Throughout this period, I've realized that leaving a campaign running without interference is a revealing demonstration of how Facebook ads inherently function. The results reflect the market's variability and people's buying behaviors, which leads to peaks and valleys in performance.

Moreover, it’s vital to remember that successful advertising allows Facebook to amplify sales that already exist. The results achieved in the good months can often overshadow the struggles of less favorable times.

Maintaining multiple campaigns is advantageous since some will perform better than others. This knowledge is imperative in creating a balanced strategy to accumulate acceptable average results.

Conclusion

In closing, it’s essential to step back and allow Facebook ads the time they need to optimize. Awareness of this ebb and flow in performance offers insight not only for managing accounts more effectively but also for maintaining sanity during challenging times. Clients often expect immediate results, but understanding these patterns can prevent the knee-jerk reactions that often lead to making things worse.

Feel free to reach out if you're interested in learning more through my mentorship programs, books, or courses!

Keyword

Facebook Ads, Advantage Shopping, Campaign Performance, Cost Per Purchase, Marketing Optimization, Fluctuations, Client Management, Advertising Strategy.

FAQ

Q1: Why is my Facebook ad performance inconsistent?
A1: Ad performance can fluctuate due to market dynamics, seasonal changes, and competition. It's normal to experience ups and downs.

Q2: Should I continuously optimize my ads?
A2: While optimization is essential, sometimes leaving a campaign alone can reveal how it functions over time and provide valuable insights.

Q3: How often should I check my Facebook ad performance?
A3: Regular checks are helpful, but it’s important to give campaigns time to gather meaningful data before making changes.

Q4: What should I do if my ads are underperforming?
A4: Assess the data, consider external factors impacting performance, and avoid making hasty changes that could lead to further issues.

Q5: Can I expect the same results every month with Facebook ads?
A5: No, results can vary significantly based on numerous factors, including ad spend, audience engagement, and market trends.