# Why Do Facebook Ad Results DROP OFF After a Few Days?! Channel: Ben Heath Video: https://www.youtube.com/watch?v=6_9ZC-WsU3Y Duration: 12 min Language: English Words: 2509 Transcript page: https://viewrankai.com/tools/youtube-transcript/6_9ZC-WsU3Y --- [0:00] hi guys it's been Heath from lead guru and in this video I'm gonna answer a very very important question and that's why do Facebook add results drop off so much after just a couple of days now I'm sure many of you watching this video many Facebook advertisers have had the experience where they launch a new Facebook ad campaign and it does really well for anywhere between 2 days and 10 days 14 days something like along those lines and then all of a sudden the number of conversions drops off a cliff the cost per conversion goes through the roof whether you're looking to generate sales or or leads or whatever it is and [0:36] and that late leaves a lot of things for keratosis of scratching ahead wondering why why is this happening why am i results dropping off and then it leaves them to create new campaigns and experience the same thing except acceptor so that's what I'm gonna answer in this video and I've got an example to talk you through it because I think it's something that is bothering a lot of Facebook advertising a lot of people in my audience I see we're asking me this question all the time so I figured a video and it was well worth doing now before I get into that just want to quickly mention that at the end of this [1:02] video I've got a free facebook advertising resource I think you're going to be really really interested in so make sure you stick around to the end of the video for that so with that said we are what you've got right in front of us right now is one of our Facebook ad accounts now this was a campaign and I found this because there's a perfect example there's a campaign that was run almost a year ago exactly May 20 19 and it did the classic thing of started off really well and then dropped off so I'll show you what I mean in a second don't really worry about this blue information [1:31] at the top here we sort of were playing around with things and adjusting budget it's this bottom section that you want to focus on now this campaign was a messenger campaign it was just a little bit of an experiment at the time sort of thing that we do often feel likes part of our job is the Facebook Ads agency to be testing things experimenting with things in order to find out what works best so we didn't spend a lot of money on it and it was a messenger campaign so we were looking to get people to send our Facebook page a message and and in exchange they were gonna get our 5-part [2:01] Facebook ad temp free resource I'll include a link to that in the video description if you want to grab that I dare I'd recommend it's got loads of example ads you can model from things like that so that's what this campaign was looking to do to generate messages from people that wanted our Facebook ad template okay and you can see that it was launched on May 18th and we turned it off exactly ten days later at May 28 now day one suppose the campaign started delivering May 19th we looked at a cross per message of 84 P as you can see right there okay 84 p on the 20th it went down [2:37] slightly to 46 P which is the sort of thing we'd expect because day 1 it's in the learning phase data is 46 pa3 it comes all the way down to 29 pence again learning phases working its magic we're really happy day 4 which is now the 22nd is twenty nine pence again day five it's even lower at just 14 P day 6 May 24 34 the next day is 40 P the day after that's 37 so starting to raise a little bit but not too dissimilar to how we started with roughly happy with this and then on day 9 it jumps all the way up to 1 pound 67 and on day 10 it [3:14] jumps all the way to four pound 41 and we turn off this this campaign so what's going on there why why the inconsistency in results so at the beginning what's happening is exactly what we'd expect to happen so our first day the cost is a bit higher than we'd like it to be 84 P and then of subsequent days it comes down quite a bit so to put three or four days it comes down quite a bit now that's the Facebook Ads learning phase in action right so the learning phase is doing is staying Facebook starting to work out how to get us cheaper cost per [3:44] message and you could apply this to conversion campaigns as well by the way and that runs nicely for a week and then it almost doesn't starts take off now what you may find when you run Facebook ad campaigns is that you have a slightly shortened version this so this happened over 10 days this might have a few over 4 days 5 days but why is this happening now we have I would say a leading theory that we're pretty confident in a lot of this stuff we can't be a hundred percent confident because we're sort of filling in the gaps based on the data that we see but basically when you first launch [4:14] Facebook ad campaign Facebook has a huge amount of data on people that have and haven't interacted with your business previously now just to be clear this campaign was only sent out to cold audience it's not warm audiences when you put a Facebook ad campaign out to cold audiences there's a good chance that a poor a proportion of those carve out cold audience are people that have actually interact with your business before they are warm audiences so let's say for example you sell let's let's take this example so we're advertising to people that are interested in Facebook advertising because we're advertising a Facebook ad template now there's a good [4:53] chance that when you just take an audience of people that are interested Facebook advertising that some of them have had an interaction with me and my business online in some capacity I mean we have a Facebook group with more than 30,000 members I have a YouTube channel that does over a hundred thousand views a month our Facebook page is 135 thousand Facebook page like so for us there is a very very good chance that some people have had an interaction with others before Facebook Nosa and even though we've only said a cold audiences within our ad sets Facebook is gonna put our ads in front of people that they [5:25] know of interact with others first because they know that that's going to get us the best result and it does what happens is in our case it's take taken ten days you've run out of those people fairly quickly I mean look this campaign reach 135 thousand people so you gonna run out of those people quite quickly and that's when you're then putting your ads in front of truly cold audiences and you start to see that spike in cost now the reason why I say for some of you guys this might happen over only two three four days is because you're gonna have significantly smaller warm audiences than me and my business and so [5:59] you might have this over short time period but the same thing is or it is happening when you first launch a Facebook ad campaign let's say you're not specifically retargeting or even if you are but in a different ad set within whatever targeting option you select there's a good chance as some of those people perhaps a visited your website maybe they've interacted with your Facebook page already perhaps that has how they became interested in you know wallpaper is your page is all about wallpaper and they like to post from it two days ago Facebook knows all that they have all that data so they actually put in your ads in front of people that [6:30] have already interacted with your business somewhat warm audiences and though people deliver the fantastic results you know for those first couple of days and then once you move on to truly cold audiences you're starting to see that real spike in costs and make sure campaign are profitable so we're pretty I can't say with a hundred sincerity but pretty sure that's what's happening provided you're not making any of the classic mistakes like your advertising to really small audiences and things like that which of course can lead to that cuz you can burn the audience out within literally a few days if you're in advertising to I know five thousand [6:59] people or something tiny like that but provided you're not making those mistakes this is what we think is happening you start with the warm audiences even without realizing it even though you've select the cold or insisting as like look-alikes but you quickly burn those out you get on to truly cold audiences and that's where you start to see the spike in cost so what do you do to combat that first thing is always to grow your warm audience it's now got lots of videos talking about building an audience and let you have a video with the title how to build an audience with Facebook Ads so I'll include a link to that in the [7:26] video description below I'd recommend you you check that out that's the first part build the warm audiences because then your when you run your Facebook ad campaigns you're gonna have more people that are going to be able to purchase become leads etc at that lower cost per conversion but you know that's that's great and all and that's something you should be doing but how does that help you in the short when it kind of doesn't building an audience takes time taken me years to build my audiences the other side of it that I always come back to when we're running Facebook ad campaigns is that you need to improve your offer [8:00] basically if you see what we've got here right really low cost per conversion at the beginning and then a spike what that means is your offer is good enough to generate you customers from your warm audiences from people who interact with the business before and I know I know in this scenario we're only targeting cold audiences but remember some people in those cold audiences would actually have interacted with your business most likely so your offer is good enough for warm audiences but it isn't good enough for truly cold audiences okay so you need to improve your offer so the truly cold audience is people that have not interacted with your [8:36] business at all in the past purchase become a lead etc just based on one ad interaction they don't have to visit your website followed your pay any of that sort of stuff okay and that might mean that you need to test five different offers perhaps it's a heavy discount perhaps it's throwing in something free when they buy whatever it is you wanted to buy that could be a product or a service throw in something free perhaps as a finance package we've run campaigns for clients before whether they offer the exact same thing as their competitors but their cost per lead is twenty percent or less of their [9:11] competitors because they have a fantastic finance package with no interest payments over three years five years or whatever your business may or may not be able to do some of these things but really have to think about the offer and that is how you avoid that massive drop-off in Facebook and results that so many advertisers struggle with when they launch campaign it does really well for two days they're really excited and all sudden their hopes and dreams are crushed and they're like oh this isn't gonna work my business because their results just drop off that's how you get around it you need to improve your offer so that it not only works [9:41] with your quasi warm audiences but also truly cold audiences because unless you have massive warm audiences you are gonna see a drop-off in results at some point as I said for some businesses gonna take weeks most people is gonna be a couple days for my business at this time it was about ten days okay so that's basically how you go about combatting that okay now beginning this video I mentioned that I've got a free Facebook advertising resources I think you're gonna find very interesting and that is a free webinar that I've created called three killer Facebook advertising strategies to double or mordor revenue and in this [10:16] webinar I basically break down three different sales funnels that we use for our clients all the time each one has generated more than a million dollars from Facebook Ads easily some of them have done that on a month ago continue to do that on a monthly basis for some of our clients so they're very much tried and tested and I break down each one of these sales funnels and explain what we've included in each and why and so if you're looking for better results with Facebook advertising and you want a model from a process of structure that is proven to work I'd strongly recommend you go ahead and watch this free webinar [10:47] there will be a link in the video description completely free it's about 60 70 minutes long it's probably the best content you're gonna watch Facebook advertising lies so strongly stroke and we strongly recommend you check that out if you enjoyed this video please give it a thumbs up that's always really appreciated helps me out a lot please comment below to let me know that also is very very helpful and if you've got any questions pop those in the comments below if this has been a bit i opening in a bit of an aha moment for a lot of you guys that's gonna help you move forward I'd love to know about it let me [11:15] know please subscribe to my youtube channel I really space big advertising related content like this multiple times a week so if you want to make sure you see that going forward click the subscribe button you can even click the little Bell notification when you do subscribe to turn on notifications so that you are notified when I publish a new video thanks for that guys I'll talk to you soon bye for now --- About this transcript Read from YouTube's own caption track and laid out by ViewRank AI (https://viewrankai.com). ViewRank AI finds the videos already beating a creator's own average on Instagram, TikTok and YouTube Shorts, transcribes them from the audio itself in more than 60 languages, and turns what worked into new ideas and scripts. Free transcript tools, no account needed: https://viewrankai.com/tools How to read any video this way: https://viewrankai.com/llms.txt