Facebook Ad Campaigns Stuck?!! Do This...

0:00hi guys it's ben heath from lead guru and in this video i'm going to talk about what you should do if your facebook ads your facebook ad campaigns get stuck i'm going to find what that means we're going to talk about how to diagnose whether your campaign has gotten stuck and then of course watch do about it something that happens to a lot of facebook advertisers something we deal with all the time so i think this video is going to be very very useful before i get into that just want to quickly ask you to like this video please click the the thumbs up button that'd be much

0:26appreciated and really help me out and of course subscribe to my youtube channel if you are new and haven't done so already okay so what i mean by a facebook ad campaign getting stuck there's basically two ways in my opinion that i see a facebook ad campaign get stuck in a whole bunch of ways when they don't when people think they do the first is literally for some reason your facebook ad campaign just stops running so either campaigns could be the campaigns can be at the asset level even at the ad level it just stops running you've got budget you've got large audiences you there's no reason why it wouldn't

0:56run it just simply won't run um it simply won't generate any impressions and of course if you're not generating any impressions then you're not generating conversions whatever it is you're actually optimizing for that does happen i think people tend to forget the the facebook and platform because of the volume of usage you get because of all the changes that facebook makes it is quite glitchy it is quite buggy and there are things like that that happen technical issues that crop up they often try and attribute those sorts of issues to specific problems like oh i changed the targeting and this happened or something along those lines

1:27and that's the first way a facebook ad campaign can can get stuck if that happens pause that campaign duplicate it and create a new one okay don't feel bad about doing that don't think oh well i'm going to re-enter the learning phase and all that sort of stuff yes it's not ideal if you had a campaign that's been running for a while and it's better to be able to continue running that campaign because of all the optimization that's taken place but if you have a technical issue in your facebook ad account the best way to overcome it is just like if you've got a technical issue with your computer

1:54turn it off and turn it back on again right it's the same same same logic here and we do this quite often that's the first time a facebook ad campaign gets stuck it can happen with um a campaign that's been running and just all of a sudden stops delivering it can happen with a brand new campaign that just didn't start running for whatever reason in the first place you can also get stuck in the review process you know you put you publish some ads you publish a new campaign and they're in the review for you know two or three days thinking what is going on here

2:20there's just been a technical issue within your facebook ad account give it another go and hopefully that will will resolve the issues that's the first way a facebook ad campaign gets stuck the second way that i feel a facebook ad campaign can get stuck is in terms of the performance so you may have had a campaign that's performing particularly well and all of a sudden it drops off and then no matter what you do it just you cannot get performance to anywhere near where it used to be okay and no matter what sort of adjustments you make new ads new audiences all that sort of stuff

2:50you just remain at that same level it basically gets stuck delivering a certain conversion cost a certain metric that you're optimizing for and you just can't figure out why i feel like facebook ad campaigns when they they do that they do seem to almost get into a rut i said the titleist videos facebook campaign being stuck because i feel like that's basically what what occurs it's quite a good description for for what we see again if that's what you see happen i would recommend that you duplicate that campaign and run a brand new version allow the new facebook ad campaign to learn under new conditions and hopefully you

3:25can try and basically kick it out of whatever has gone on to get it stuck in the first place there are weird technical glitches and things that happen when a facebook ad campaign gets stuck now with that second option what you need to be able to do is you need to go distinguish between a facebook ad campaign that has gotten stuck as i described and a facebook ad campaign that has ad fatigue because those are two different things and require different fixes if you've got ad fatigue in your facebook ad campaign and you just try duplicating and creating a new version well that's very unlikely to solve the

3:55problem because basically you've got an advantage your audience is bored with your ads they're not going to buy they're not going to become a lead et cetera et cetera you need a different solution so how do you work out the two well take a look at your frequency number now i've got a facebook ad campaign up here to um to show you this i don't want breakdown um we've got the campaign level i want delivery okay now if you select delivery you see this is an example facebook campaign i've only got one campaign in draft but you see that here is a frequency column okay and you

4:23can select this and click on click on delivery and you'll see the frequency column the frequency column is going to tell you how many impressions the average person within in this case a campaign but you could do the same at the at the ad set level has seen of your ads within obviously this campaign or this ad set so let's say you see a frequency of two that means the average person in your audience has seen your ad twice now that's an average of course so some people are gonna have seen it eight nine ten times some people have not seen it at all that's the way face it works

4:53particularly say someone clicks on an ad comes through to your website face is going to put that ad in front of them quite a number of times automatically because they know that person is probably ripe for conversion if your frequency number when you're advertising to a cold audience so not website visitors not your email list not a warm audience reaches about a 2.5 that's typically when we start to see ad fatigue issues coming in okay so if you have got a facebook campaign that you believe is stuck you believe that you used to have great results and it's dropped off and it's just stuck at a certain level and

5:23there's nothing you can do to fix that take a look at your frequency frequency is say 2.8 or higher you know what 2.5 or higher but you know let's say it's 2.8 for an example then don't duplicate the campaign and think that's going to fix your issue instead you need to combat ad fatigue and there are many different ways of combating our fatigue like changing your ad creative your offer audiences i've got a whole video about um combating and fatigue and overcoming facebook ad fatigue i'll include a link to that in the description for this video so i'd recommend you uh you go through that that's not really the purpose of this

5:53but you need to go distinguish between the two is my facebook campaign stuck because of basically a bit of a technical glitch and just something going on with the optimization and delivery process or have i got ad fatigue if you have had what i've described you had good results even if it's for a really short period of time then your facebook ad campaign drops off and it just gets stuck performing badly and there's seemingly nothing you can do um then it's most likely and then you come in and check this frequency number here and you're seeing frequencies of like 1.4 or something for example well then you don't really have ad

6:23fatigue in that case um it is stuck i'd recommend duplicating your campaign and seeing if you can basically kickstart system just the same way as you turn a computer on and off when it gets stuck and you know let's say a program is just not loading or not closing down or something like that these things do happen the other thing i want to mention around that that you have to be aware of and this is particularly important right now is what's going on in the news cycle so 2020 has been a crazy year where people have been glued to the news and all sorts of manner of things have been

6:55going on from covid to civil unrest now there's the us election coming up and these things have a big impact on facebook advertising performance so if you're trying to assess whether or not your facebook campaign is stuck the other thing to think about is okay is my campaign stuck or have i just got really bad performance right now because there's an increase in cost because the u.s election is coming up and political parties are spending enormous amounts and basically increasing the demand for facebook ad space massively which is happening by the way right now if you are advertising the us and you're seeing increasing costs particularly increasing

7:31cpms yeah there's a lot of money being put in and from political um campaigns because the us election is what five six weeks away something like that so um that's something to take in into account as well how long has your campaign been stuck for if it's something in the news cycle that's affecting things that's usually like let's say there's a new you know covert outbreak and there's lockdowns that's usually gonna affect things um for a relatively limited time only if you've been had a facebook ad campaign that's been stuck for three four weeks and you've been trying lots of things trying to get performance that's probably more to do with your

8:05campaign okay so um so that's been useful i wanted to talk about you need to diagnose whether a facebook ad campaign is stuck gets stuck facebook campaigns do get stuck in ruts they do get stuck in ruts they just cannot get out of and the way to do it is to pause and then duplicate so definitely give that a go if you've seen um one of these issues okay a couple of three things i want to mention before you go the first is a free webinar i've created called three killer facebook advertising strategies to double or more your revenue in that in that webinar i'm breaking down

8:33three facebook advertising sales funnels that we use as a facebook ads agency for our clients all the time generated way more than a million dollars with each one of these three sales funnels for our clients they're very much tried and tested very much proven and i explained in this webinar um you know if you've got this type of business you probably want to use this funnel if you've got this type of business you probably want to use this funnel so i think that's that's a very valuable piece of content to go through it's completely free link is in the video description below go ahead and check that out it's about

8:5970 minutes long i think you'll be very very glad that you did because at the end of the day if you use the wrong sales funnel for your business it's just not going to work doesn't matter how good your ads are how good you need to have the right approach for what it is that you're selling that webinar will show you how to do that the other three thing i want to mention is my facebook ads mastermind group so as of the recording this video we are just just just just under 50 000 members in my facebook ads group an amazing community full of excellent facebook

9:25advertisers people willing to answer questions help each other out be involved i do free live trainings in that group every single week if that sounds like something that you want to be a part of then please go ahead and join um link's in the description below completely free to do so and that yeah we'd love to have you in there it's moderated closely so there's no spam or anything like that to uh to worry about if you enjoyed this video please give it a thumbs up smash that like button and don't forget to subscribe to my channel and click the little bell notification if you haven't done so already so you

9:53are notified when i publish a new video which i do multiple times per week comment below to let me know if this is useful comment below to let me know if you've got any questions and things like that i try to get to as many questions as i can and best of luck with your facebook ad campaigns guys and i'll talk to you soon bye for now