The Answer To Facebook Ads Volatility

0:00hi guys it's ben heath from lead guru and in this video i'm going to give you the answer to facebook ads volatility what should you do if you're seeing your facebook ad results be up one day down the other all over the place how do you cope what adjustments do you make all that sort of stuff that's what we're covering in this video before i get into that i want to quickly ask you to smash that like button and of course subscribe to my channel if you haven't done so already okay so there's basically two answers that i want to give to this question i'm gonna what i've got in front of us

0:28in the screen is going to make more sense in a minute but there's two answers that i want to give to um to this question first i'm going to give the actionable answer and then i'm going to give you what i think is the better answer to this question okay you'll see what i talk about in a minute right volatility if you're seeing results fluctuate all over the place you see you know i i get i see comments and messages people all the time saying i've been running a campaign this week one day it gets 10 conversions the next day it gets two conversions the next day it gets 32

0:59conversions the next day i get six conversions what do i do about this you know this is driving me nuts how do i change it all that sort of stuff okay now the actionable answer is often to increase volume so statistical stability within a facebook ad account seems to come from larger audiences uh more ads as opposed to less running at any one time opening things up so if you've got like targeting exclusions remove those if you've got if you're only advertising on certain placements like just instagram feeds for example open it up to facebook and instagram as much as you possibly can volume seems to gives you more stability

1:39which kind of makes sense because when you're super targeted on either delivery settings within facebook ad camp facebook ad account or targeting settings then you're either gonna be more hit or miss you're either gonna really land and often get great results or you're going to really miss and get nothing whereas if you have larger stuff you're likely to come somewhere in between so that's the actual answer that that i would say is to think about volume how can you increase the size your target audience is both warm and cold with lookalikes increase the percentage size with warm audiences instead of just targeting website visitors can you add

2:12in video viewers email list um various other options okay but my favorite answer which you want to get to right now is to not care about it because caring about and i know that sounds weird but caring about facebook ads your volatile results is something you can choose not to do now i can almost immediately see you being like well hang on how can i not care about volatility these are the results that affect the success of my business it affect how profitable the campaigns are and my answer that is to be like that's not actually true what affects the success of your business and the performance of your

2:53facebook ad campaign is the results over an extended period of time it is not the day-to-day results there is no difference to your business generating 20 purchases per day every day for a month or some days generating 50 purchases some days generating two purchases and it averaging out to 20 purchases a day at the end of the month there is absolutely no difference to the performance of the campaign to the profitability of your business and yeah and what i just gave there was a very exaggerated example if your average is 20 it's not gonna be 54 one day to another it's likely to be 32 one day

3:34uh 14 another that would be quite much more realistic that sort of thing you know 10 next day 33 the next day 24 the next day that sort of thing you can choose to just not care about it and i know that's really hard but i think that's really important because if you beat yourself up and you're tearing your hair out and you're looking at these results fluctuating from day to day it's so easy to make mistakes it's so easy to wade into your ad account sort of guns blazing and just change things uh make adjustments right this ad performed terribly yesterday afternoon or the last

4:11two days let's go and kill it you need to look at things over extended time period and with the ios 14 changes that are happening right now as i'm recording this video this is only going to become more and more important because we are seeing an ad reporting delay so yesterday's data in your ad account might not actually correspond to yesterday's ad spend it might correspond to ad spend that happened two days before it it also might be partially modeled because we don't have all the conversion data so it may be less accurate looking at it today than if you look at yesterday's data in three weeks time

4:40looking back at that same day hopefully that makes sense right um because facebook's had more time to gather the data on it so it's becoming more important than ever to assess results over much longer time horizon which i've been talking about since forever but also just to just to chill out honestly you'll have a better life it i've seen so many people get so stressed about their facebook ad account and i completely understand because i've been there i'm the owner of a facebook ads agency we have clients who freak out about short-term dips in results and we're very often trying to just it doesn't matter if we then see

5:16good results the next few days it averages out it's all absolutely fine these things are natural and i think that the reason why the best answer to how to cope with facebook ads volatility is to not care is to just let it be let the results do this and just work on averages work on fortnightly averages monthly averages six monthly averages and assess results and adjustments based on that stuff is because there's so little you can do about it there's so little that you can do to actually remove volatility and get consistent results every day i already mentioned the actionable answer which is increasing volume increasing audience size yadda yadda

5:57but there are so many external factors that will massively impact the results you get today not over a month external factors are unlikely to affect the results you get over the next three months that much but today there could be a massive news story there could be um there could be terrible weather where you have your local business and there's terrible weather um outside that can make a big difference or it's a really sunny day and everyone sat out in their garden or you know spending time away from devices that could make a massive massive difference the last 12 months has been the best uh lesson in that ever all the things

6:41we've had with lockdowns and and various announcements and how that affects people's behavior and stuff like that these can all have a massive impact the level of competition on the platform over a short time period can have massive fluctuations you know you could have particularly if you're advertising to a relatively small niche or you are advertising in a local area where your audience is a bit smaller these things tend to be um exaggerated when things are a little bit smaller is perhaps another advertiser a really big player like a big business is going to be dropping big money has just ran a massive campaign they just launched a massive

7:17campaign in your local town or um to your specific target audience that's quite small today perhaps they'll stop advertising it in a week they just got one massive promotion for a week you'd never know that i mean i suppose you could find out if you went into like the facebook ad library and checked all your competitors but it's highly likely you're not gonna know that but that could have a massive impact there's just so little you can do about volatility and really it doesn't matter okay it does not matter you can allow things to do this in the short run if you track the long-term trends and

7:53you know we've had that conversation so many times we've looked at that account they've been like oh it goes all over the place and you go yeah but have you seen that this month you're actually eight percent better than you were last month when you take the month as a whole they'll be like oh okay that's pretty good that's absolutely fine okay so don't worry about volatility now the reason i've got that in front of us right now is this is a free webinar and there's twofold i want to talk about this hey you can go and sign up for this free webinar it's three killer facebook ad strategies double or

8:17more your revenue so go ahead and check that out the link is in the uh video description below so go ahead and sign up for it well worth watching if you want to get better results facebook ads but something i really wanted to uh to highlight about this this uh this webinar is firstly i have more information in the strategies that i give around time frames that you want to be assessing results over and how to approach this issue of volatility and fleshing out some of the stuff i discussed and how you put it into practical terms in terms of adjustments and optimizations okay that's the first

8:47thing secondly i was looking just before i did this video i was looking at the data for people um signing up for this webinar okay and the data in terms of from day to day is all over the place so one day i might have 15 people sign up another day i might have 25 people sign up another day i might have three people sign up it's all over the place i don't assess i had no idea that was the case for this webinar i don't assess the data on it um on a daily basis i assess it on well like all the metrics i assess my

9:22business usually on a monthly basis personally it's what i like to operate off with a night to longer term trends and it was just like such a fitting thing that i wanted to recommend this as a free resource for people because it gives actual advice around optimization and strategy and things like that um and also this is a perfect example of exactly what i'm talking about in this video in that yeah i see people signing up for this in varying amounts massively and of course it might correspond with if i release a video there's like to be a lot more and there's all sorts of external factors to this thing itself

9:56that's going to make a big difference so i just thought that was a little interesting thing that i'm not just recommending this this happens in my business all the time when we get inquiries for new clients some days we will get eight new enquiries other days we will get none and that is not a problem so just if you take any thing away from this video is just to calm down about volatility in your facebook ad account don't worry about the fluctuations worry about the long-term trends and just yeah just relax just let it go it's only going to stress you out with your recommendation okay so hopefully this video has been

10:31useful please smash that like button before you go subscribe to my channel if you haven't done so already for more facebook advertising related content i've got lots going to be coming out around ios 14 in particular because there's tons going on about that comment below if this was useful comment below if you now feel more relaxed and all chilled out i'd love that that would be a great outcome for this video and please let me know and of course go ahead and check out this webinar it's completely free links in the video description i think you'll be glad you did okay thanks a lot guys bye for now