# The Dos & Don'ts Of Duplicating Facebook Ad Campaigns

Channel: Ben Heath
Video: https://www.youtube.com/watch?v=pUjScwP2zc8
Duration: 15 min
Language: English
Words: 3427
Transcript page: https://viewrankai.com/tools/youtube-transcript/pUjScwP2zc8

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[0:00] hi guys it's ben heath and in this video i'm going to talk about the do's and don'ts of facebook ad campaign duplication now lots of facebook advertisers try duplicating campaigns to help improve performance there are times when you do want to do that times when you don't want to do that and that's what i'm going to be covering in this video now before i get into that just want to very quickly ask you to smash a like on this video click that like button that'd be much appreciated and of course subscribe to my youtube channel if you are new and haven't done so already okay so facebook ad campaign duplication as a

[0:30] tactic to try and get um better results do i like it do i not i'm going to go through that and go through some of the the specifics i'm in an example facebook ad account as i often have in my videos and i've got an example ad campaign here and i'm going to run through the sort of scenarios where people will want to load up and click that duplicate button right there and go with a basically a new version of the same campaign or a similar version at least okay so the first one that people always often talk about when they want to duplicate a campaign

[0:57] is when they want to scale so let's say for example you've got a campaign really well you're spending 100 a day maybe less maybe more and you're going okay i'm time to scale this um so what they'll do is they will duplicate their existing campaign let's say this example ad campaign here was performing well they would duplicate that campaign they would then create a new well the new the duplicate version so the newer version they'd increase the budget let's say from 100 a day to 200 a day something like that they would pause the previous one and that's how they'd go about doing it i'm not a big

[1:27] fan of duplicating campaigns for scaling specifically i think that you are going to miss out on the learning that has taken place in your original campaign now you need to remember that if you're duplicating a cab well sorry if you're wanting to scale a campaign i should be clear it's likely that that campaign has already delivered good results otherwise why would you look into scale i don't recommend that anyone scale unless they've got a facebook ad campaign that is already delivering a cost per purchase or a cost per lead that is at least acceptable at least profitable for you okay so if you've got a campaign that's

[2:02] reached that stage it's obviously doing something right and it would have been through the learning phase most likely facebook will have optimized that campaign you may have optimized that campaign making adjustments yourself if you duplicate that campaign that's doing well and run with a new one instead of just running with the existing you're going to have to go through some of that learning all over again so i don't think the performance from the duplicated version will be as good especially early on as if you just keep the existing campaign that's already performed well and increase the budget on that we know that facebook ad campaigns perform best

[2:34] with consistency as having the one campaign as opposed to you know you you don't want to be scary where you're having one campaign 100 duplicating it 200 a day a week later duplicating it again and they've got a new version of 300 a day i think you're really going to run into uh interesting problems with that so the lack of consistency and the lack of learning that you're able to benefit from in the existing campaign is why i don't like to do it when scaling now interestingly and this was this was highlighted to me the other day um by someone in my facebook ads mastermind group and it's something that

[3:04] i've heard as well is that facebook reps have recently been recommending that you duplicate facebook ad campaigns when you do scale basically the opposite of the advice that i've just given now we've tested this and we've found better results from just increasing the budget as i described as opposed to duplicating when you want to scale and putting a larger budget into the new campaign but it's something to keep an eye on and i will update people on this because if this changes over the next say six months 12 months which it may well do maybe why facebook's putting out information about this then um i will definitely let you guys

[3:34] know and update you on that but for the time being i would not recommend duplicating campaigns when you want to scale okay the other one of the other major times where someone will look to duplicate a campaign is when results drop off okay now there can be many reasons why results drop off you may have a campaign that's pulling really well for a month six weeks two months six months a year maybe you know longer depending on how you've got your campaign set up and people will try and duplicate the campaign and because they hope it will sort of breathe it back into life you know

[4:02] it will help improve performance it will sort of kick it out of what it's dropped off into now will that work won't that work and should you do it it really depends why your campaign dropped off in the first place okay if your campaign performance dropped off because of ad fatigue so basically your audience has become bored with your ads then just duplicating it is not going to help because your audience has become bored of your ads just running the exact same campaign but in a new duplicated version is not going to do it okay you need to do other things to combat that ad fatigue and i wouldn't recommend it

[4:35] that's now i'd recommend focusing on those other things like new ad creative like adding a new target audiences making adjustments to your campaign to freshen it up i've got a whole video about how to overcome facebook ad fatigue so if you're interested in that you have seen campaigns drop off and you're wondering if duplication is the right way to go i don't think it is if you've got ad fatigue i'm gonna show you how to identify fatigue as well so i'll include a link to that video in the description of this video all about how to overcome ad fatigue identify things like that okay so if that's why

[5:04] your campaign has dropped off in terms of performance ad fatigue campaign duplication is not a good strategy that's not going to do it for you if you're duplicating results uh sorry if you're duplicating your campaign because um you have heard about this thing called the pocket theory and so the pocket theory basically to explain it in short is whereby people think that when you first launch a facebook ad campaign facebook will basically choose a pocket of your target audience they will advertise to that pocket exclusively and if you therefore create a number of different versions of the same campaign you will hit different pockets within your target

[5:42] audiences and and one of those let's say five variations may just land on the right pocket and produce the best results and therefore if your campaign's not working you should duplicate it try again if that doesn't work duplicate it try again and i have heard this talked about i'm not a big fan of it i don't really think i mean facebook doesn't divulge a huge amount of information about exactly how it works in terms of how they select people within the target audience but that just doesn't ring true to me you have to remember at the end of the day facebook is wanting to get all their

[6:11] advertisers the best results possible because if you get great results as an advertiser you're going to spend more on the platform and that's what's facebook's algorithm and delivery method and all that stuff is um really trying to to do trying to work out so one of the things that facebook's going to do is let's say you give it a target audience of a million or two million people well facebook's going to try and find the people within that audience that are most likely to take your desired action because that's how they get your results and that's how they get more money out of you as an advertiser

[6:38] the pocket theory just does it if that's how they really did things it wouldn't help facebook it wouldn't help us advertisers and it wouldn't help facebook okay so i don't think that's what's going on and with the with i don't think the pocket theory is really a thing i don't think that therefore if your results are just not good let's see run a new campaign for two weeks results aren't great i don't think that just duplicating that campaign there and then is going to help improve those results um at all it just doesn't seem to that doesn't seem to match up logically to me it's not something i've seen in

[7:08] testing i think the reason why people come up with these theories and what happens is they're effectively being fooled by random events or other events so for example you may have run a campaign and it worked really well okay um and then all of a sudden it drops off and then you duplicate the campaign and the new version works really well you think aha duplication is the way to go you could ascribe to the profit theory or something like that but what other factors are involved in that well there's obviously time as a minimum could it be that your results really dropped off during august which is when i'm recording this

[7:43] video um august lots of people away on vacation a lot of facebook ad results drop off and then you duplicated it first of september and it really took off because you know the month of september is often a better month to advertise in for a lot of facebook advertisers as opposed to let's say the last part of august where people are away a lot so and you could you could think that the reason why your results improved was because of the campaign duplication but in fact the results just improved because of the time of the year just happened to coincide with that so there are all

[8:12] sorts of random events i mean depending on where you are and what you offer could it have been better weather when you ran a new duplicated campaign that could have a big impact on on certain things could the news cycle have not been dominated by you know particularly all the things that have been going on this year that can have a big impact on your results remember when you're running a facebook ad campaign you're advertising to real people if it's a heatwave and the hottest summer you've ever had well depending on what you offer that is going to have an impact if you're advertising in that country you know if we go into a

[8:40] global pandemic or you know there's lockdowns these things have an impact so try not to just think of a technique like duplication as being the answer or the cause always when you're doing those things of improving or worsening results i think okay what else is going on what else could be the issue here okay so i kind of went down a bit the tangent there but i think it's it's um it's important so those are some scenarios in which i don't like campaign duplication basically from what you've seen so far you're probably thinking well do i ever like campaign duplication and the answer is yes and i we basically reserve it for

[9:12] one quite specific scenario sometimes facebook ad campaigns seem to get stuck okay they just seem to stop performing not operate like they should and i'm not talking about just results dropping off as i said that could be a whole lot of other issues i'm talking about things where you introduce a new ad set or you introduce a new ad and it gets no impressions facebook doesn't put any budget whatsoever into the new ad or new ad set you're thinking well that doesn't sound right that looks a bit like a technical glitch to me you know we know that facebook ads manager is quite glitchy they're doing

[9:53] delivery mechanisms and i don't have as many issues but i think have a few little issues in there as well so if you see that sort of thing you're like what i've added a new ad set i've got cbo turned on facebook should at least tried it at least give it some budget like they usually would no budget at all sounds like it's got stuck to me um let's say an ad or a series of ads in a campaign just won't go through the approval process like it's just in review for just ages okay again another sort of technical glitch one one of the common times where we see

[10:26] those sorts of issues and those sorts of glitches happen is after a campaign's had a lot of ads disapproved now unfortunately us like most facebook advertisers we get answers approved all the time almost never do those ads remain disapproved when we request a review so obviously their disapproval algorithms are just terrible i mean please facebook go ahead and fix that stuff um stop messing around with the interface and just fix your approval mechanism because the amount of times we have ads disapproved you request a review a human takes a look and they're approved you know a few hours later and you think come on just let us run the

[11:00] ads but once a campaign has had loads of assets approved it seems to cause a bit of an issue things get stuck they don't quite deliver right so once the campaign has had lots of disapproval lots of ad disapprovals or once we start to see things like we introduced new ads and it just didn't run at all like no everything looks like it should be fine but just no impressions the ad set just no impressions facebook's not putting any budget behind it perhaps the ads are stuck in the review process for days okay we think there's a bit of a technical issue going on with this

[11:31] campaign this delivery problem that is when we will duplicate and that's actually really important when you're running as many campaigns as we are for as many clients that happens more often than you think okay so when something just gets stuck you just can't understand why it's not um performing you know not really delivering elements and usually when a campaign is in that mode when ads are stuck in review when an ad set is not delivering the rest of the campaigns not going to be performing very well they seem to correlate like your cost per purchase will have gone up something like that that's when i look to duplicate a campaign

[12:01] the other time i duplicate campaigns and ad sets and ads is as an efficiency measure as a time saving device so whenever we're creating new ads in an existing campaign we're going to start by duplicating the existing ads because we may be only changing one element we're maybe only changing the headline the um you know the creative something like that and it's just time saving as opposed to creating a whole new ad or a whole new ad set you just copy over all the settings make a few adjustments okay and another thing i want to mention about duplication is that when we are and because i get a lot of

[12:30] questions about this let's say we've got a campaign cbo campaign four ad sets two are performing well two are not performing we pause the two under performers we will then duplicate the two best performing ad sets and run and then we'll make adjustments to the two best performing ad sets we won't sort of run duplicates alongside each other we'll make adjustments to the new ones say we want to test new targeting options and we will run those new ad sets alongside the best performers the previous best performers and we'll run that for a length of time a week two weeks and then we'll assess performance of those against each other and we do

[13:00] the same with the ads exact same process okay so i get some questions about that so just wanted to uh to quickly uh clear that up okay hopefully that's been useful before you go a couple of three things i want to quickly mention that i think you're going to find very very interesting the first is a free webinar called three killer facebook ad strategies to double or more your revenue and in this webinar it's all about facebook advertising sales funnels so there's three that we use all the time as a facebook ads agency um they deliver fantastic results we've generated easily more than a million dollars with each one for multiple

[13:29] clients strongly recommend you go ahead and check out that webinar completely free link will be in the video description below and what we do in in that webinar is basically break down each one of these three sales funnels and we show you exactly how they work and which one of those three or which two of those three you want to use depending on the products and services you offer which is very important there's no one-size-fits-all when it comes to facebook advertising if you've got a 50 product you need to use a different strategy to a 10 000 service and we show you how to how to

[13:57] basically do that and set that up correctly in this webinar so go ahead and check that out completely free the other three thing i want to talk about is my facebook ads mastermind group so as of the recording in this video we've got about 43 000 members in there one of the best and biggest facebook advertising communities in the world and one of the biggest facebook groups to do with facebook advertising in the world and it's highly it's closely moderated so there's no spam or anything like that we we put a lot of time and effort into making sure that it's a great community and it really

[14:24] is you know there's people asking questions getting them answered by experts hundreds of those happening every single day and so if that sounds sort of thing you want to be part of again link in the video description below completely free to join go ahead and do so we'd love to have you in there and i do free weekly um live trainings in there as well so you can q a with me you can get access to the exclusive content and all that stuff so hopefully i'll see you in there hopefully i'll see you on the webinar as well um if you enjoyed this video please give

[14:51] it a thumbs up that'd be much appreciated please comment below to let me know if you've got any questions comment below to let me know if you enjoyed this i'm not able to answer all the comments on my youtube videos anymore unfortunately i just received too many um a good problem to have but i was just spending too long on those but i do see all the comments and i do try to answer as many as i can um so yeah there's a good chance you may well receive an answer if you haven't already please subscribe to my youtube channel for more facebook advertising related content

[15:15] that is released every single week and i'll talk to you guys soon thanks a lot bye for now

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