Why Do Facebook Ad Results DROP OFF After a Few Days?!

Have you ever wondered why Facebook ad results drop off after a few days?
It can be incredibly frustrating to launch a new Facebook ad campaign, see amazing results for 2 days... and then have those results disappear for no reason whatsoever!
In this video I explain why Facebook ad results drop off so quickly...
AND...
What you need to do to stop your Facebook ad campaigns failing after a couple of days.
#facebookadresults #socialmediamarketing #facebookadvertising
OTHER RESOURCES:
What is the Facebook Ads Learning Phase? Why Does it Matter? • What is the Facebook A...
How To Build An Audience With Facebook Ads: • How To Build An Audien...
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[@BenHeath]

Thanks for watching guys! Have you seen this happen before? Let me know what you think in the comments :)

[@jeromearabit2119]

you are talking so very very fast

[@HamzaAhmed-ij8nj]

Summary: So when you start advertising, Facebook will first show your ads to people who may know you a little or have interacted with you before. Then as that number runs out and Facebook expands to cold audience, the cost can fluctuate Also important to consider is that events or your competitors can also have an effect on your cost per result. Just make compelling offers and do your best from your side

[@rebeccaarscott]

Thank you so much this was really helpful! 😊

[@BenHeath]

You're so welcome!

[@r3framework]

Hi Ben, yes I've had this repeatedly over the past 3+ months. I was starting new campaigns each time but now following your advice to optimise just one. My last restart was very effective with a new headline and landing page angle bringing in leads at 30-40% of what they were before (average before was £12+) but after 4 days or so it slowed completely and CPL started going up quickly. Coincided with the weekend which often happens as well. Working on a new headline, ad and offer now and your video really reinforced the need for it. So thank you very much.

[@BenHeath]

That's something I hear a lot and I'm very glad I can help. Best of luck with it :)

[@soswear9008]

Hello! Can you please tell me in which video Ben talks about optimising just one campaign instead of doing a new one each time? Thank you!

[@hasanelrays896]

Thank you Ben, this info is very helpful it helped me a lot 🙏🏻🙏🏻

[@BenHeath]

Glad it was helpful!

[@condolifestylebygiltv3434]

Thank you Ben Heart.Very helpful video

[@BenHeath]

Glad it was helpful!

[@RachelDacusAuthor]

This answered questions I've had for some time. I'm a self-published novelist advertising my books mostly on Facebook, though I use BookBub and Amazon occasionally. Advertising books is its own special challenge, since they're different from many other products. None of the book marketing gurus address this profitability drop-off issue. I had one book ad that ran profitably for over a year, so I never understood why the other book ads didn't do nearly as well. Your description of why ads fall off being profitable was incredibly clear and makes sense. Sounds like switching to new cold audiences would help, after the CPC goes up too high. Thanks so much! I subscribed and will watch more of your videos on Facebook advertising.

[@m9j263]

Hi Rachel, how did it worked out for you? Did you found any solution? Thanks!

[@RachelDacusAuthor]

@@m9j263 Now that I have a better understanding of why profitable ads drop off, I'm switching to targeting wider audiences and letting FB's algorithm do more of the selection. This is a new strategy for me, so it's too soon to tell for sure. But should know in a month or so. Thanks!

[@m9j263]

@@RachelDacusAuthor so how it worked now? 🙂

[@RachelDacusAuthor]

@@m9j263 Some of my ads benefit from a wider audience, but lately I'm having bigger profits with smaller audiences again. Is it changes in FB's algorithm? Who knows. I just experiment. 🙂

[@MarielaPerCal]

That was also my theory when my ads stoped working! I realized my conversion ads stopped working when I turned off my traffic ads (for driving new followers to my brands page). So in theory FB retargets a somewhat warm audience first before showing your ads to truly cold traffic.

[@shonharris3115]

Omg I did the same. I ran the traffic ad initially and it burnt up my cost then I ran leads and it sky rocketed .

[@danyallohana9360]

Your content is so helpful. Thanks a lot for creating these type of videos.

[@BenHeath]

My pleasure!

[@chakalaka6744]

awesome stuff!

[@BenHeath]

Thanks!

[@DragoonXV]

Hey man, just doing my part since you're putting out so much great content!

[@BenHeath]

I appreciate it!

[@abderaouf8421]

the most valuable facebook ads tips eveer no fake guru will give you this , we appreciate you man !!

[@BenHeath]

Thanks a lot Abde :)

[@kymyeo3157]

Hi Ben thanks for demystifying the black box of FB ads!

[@BenHeath]

You are very welcome Kym

[@Kumar-rq9ro]

Thanks. Very good

[@BenHeath]

Most welcome

[@cleoinacio4927]

This is so helpful thank you! Mine took two years and then suddenly dropped.

[@BenHeath]

Glad it helped

[@ian2183]

This problem has been here for years and is absolutely made on purpose. Our explanation is that facebook is killing the ads / creatives on purpose so there is new content, just like Tiktok does. That's why when you change lets say the first couple of seconds of the video starts doing good again, or you change the URL of your website or something like this. It's what you expect from a stupid company like this...

[@elishaolufemi4763]

I run Messages Ads. And I experience this so well..

[@thiscuteness]

Hi Ben, what a great explanation! We've started re-organising our campaigns based on your videos 8 days ago and had some magnificent results so far, but we see a slight increase in cost per purchase the last one or two days (ran this campaign for 8 days). We've already disabled some ad sets that weren't giving the best results but I guess we are running out of people in our lookalike group. Would increasing the 1% lookalike to say 2 or 3% also be a good option to try first? (we've already got a really got offer going) Thanks!

[@BenHeath]

That's fantastic to hear, thanks for letting me know. If you've only seen a drop off for a couple of days and you've already made changes, you might have made those too early. I would try giving the campaign some time to stabilize. You shouldn't have to increase the lookalike percentage for months and definitely not after 8 days.

[@eldonmirjah7549]

Same thing happened to me... I was wondering what the heck is going on.. Great video, but that Bust my bubble lol.

[@BenHeath]

Hi Eldon, the iOS 14 changes are causing quite wild fluctuations at the moment.

[@ericfozz5754]

I get your point here and it’s a good one and legitimately makes sense... that being said I’ve had this happening with a client account and they don’t have a website and the have less then 60 page likes... happened after about 2 weeks though... audience sizes are pretty big too

[@BenHeath]

Hi Eric, there isn't often only one scenario in which something can occur. Your client may be seeing a different reason for the drop off. It may have taken two weeks because you're not spending a lot - it's hard to say.

[@ericfozz5754]

Ben Heath yeah completely agree! Wasn’t saying you were wrong lol, just offering more insight into a problem many of us see as you pointed out in the video

[@insertnickname5842]

Hi did you find a solution for your client? I have the same Situation at the moment. First two weeks I had great landing page conversions and now it dropped completely. My ad still converts: CTR 2.4% and my cpc actually dropped. I use a pixel lookalike and perhaps Facebook adjusted to the wrong people in the lookalike?

[@naturalhairbliss]

A fantastic explanation for this! This has been such a struggle for me. I do so well for 3-5 days then crickets. This makes sense now. Any input on doing awareness ads first? I've read that it's a low cost way to build an audience and then convert them to leads. Some call it $1 a day video ads or something like that. Going to watch your webinar. Thanks!

[@antoniocerneli8099]

Following

[@BenHeath]

Glad to hear it :) In my experience, running awareness ads first can work but only with large budgets. If you don't use a large enough budget, your retargeting audience is too small for a conversions campaign to be effective.

[@BenHeath]

If you're operating with less than say $10k per month, I would stick to Direct To Offer where possible. Although you'll see some alternative structures on the webinar that you should find very useful.

[@akvriksha15]

I suggest put your points in text in the videos, this will help to remember things whatever you suggest. This will also balance viewers to stick bit more.

[@carlsangerhaus6308]

Good theory, and makes sense. However, this happens even with bran new audiences in different countries which could not possibly contain any warm leads. Great conversions within the first 2 days. Then they die off. Even when trying new creatives

[@partytimelingerie9076]

Don't listen to him. Facebook needs to work itself for about a month. This is the learning phase. It's standard in Facebook. Don't give up.

[@shuanahmed2033]

​@@partytimelingerie9076 what's your proof to you claim?

[@sujitg31]

Hi Ben, great video. One quick question : If my audience size is 2 million+ and i see that Facebook impressions/ reach is around 1.5 lakhs on a particular day and is not delivering the way it used to for conversions campaign ( purchase), can i deduce that FB will reach out to the rest of the audience going forward after the adjustments in offer, new headline,etc? Or am i thinking in a wrong way?

[@vickyleash3894]

Thecyberlord . C om helped me got all my account issues successfully rectified

[@simonthesalamder]

Really liked the vide- very helpful but I could not find the Webinar link

[@BenHeath]

Thanks Simon, here's the webinar link: event.webinarjam.com/register/1/lx4z0iy

[@CristianR9894]

Hi Ben! Awesome video! Question for you. My situation is similar but instead of seeing a decline in conversions after a few days, I see a decline in conversions after 10AM. For some reason all my sales take place in the morning but in the afternoon my conversions stop… any idea why? (Ad set is ran at $20/day). Thanks!

[@gabrielmorosanu2964]

did you find the problem and resolve it?

[@chlq35]

Nice. bro.

[@BenHeath]

Thanks Chen

[@inspiredmint4323]

thanks for saving my company, do you know what's the reason for fb ads stopped converting for e-commerce product ex, first day camping is getting 5 sales second day day 2 sales day 3 zero sales day 4 zero sales day 5 zero sales but the CTR AND CPC is pretty good

[@mpc007]

How would your theory work when people got a new webshop? Still, the same thing happens. Dropoff after a week even when being profitable the first days

[@swamhtet3664]

Totally agree with you. I think facebook algorithm is so good that they know exactly who will convert, so it shows our ads to those people first. After a few days of doing that, facebook runs out of those kind of people and it starts showing to less likely to convert people. At that time, it's better to end that campaign and walk away and feed facebook algorithm with a different audience or ad.

[@jyrho2153]

@@swamhtet3664 mine is like this in a week. 2 -3 day sales then dies down. change interest then find someone for same sales then dies down. never get over that hump. im doing this on a low budget too

[@airplanemode101]

@@jyrho2153 has been happening to me 3 months with almost $6000 spent. At this point I'm gonna start a new store and give up with the item.

[@tidxrl2531]

@@jyrho2153 Hi, did you find a solution to this problem? I have the same problem where i get good results the first day and then it drop instantly, hope you can help me😄

[@tidxrl2531]

@@airplanemode101 Hi, did you find a solution to this problem? I have the same problem where i get good results the first day and then it drop instantly, hope you can help me😄

[@AdrijusGuscia]

I have had same thing happen but I specifically exclude anyone who interacted with my website and/or ads. So FB shouldn't be showing it to anyone even remotely engaged with the site (in the last 180 days). This is probably just how great FB is at optimizing for a specific objective and from there on you run out of those folks. Thus the massive drop. I've not tested any discounts to see if that affects drop-off tho.

[@vickyleash3894]

Thecyberlord . C om helped me got all my account issues successfully rectified

[@goodnews6259]

I have AD SET A - producing $0.30/lead (with 29 leads) and AD SET B - producing $0.76/lead (with 66 leads). All these leads were produced in the span of a little short of 3 weeks. My question: Why is Facebook allocating more budget to AD SET B? Naturally after 3 weeks of not touching anything, I feel I should pause AD SET A. What do you say?

[@Dave-vs9ff]

I have this exact same problem conversions will one week generate and then suddenly stop, I don’t think it had anything to do with warm audiences because I excluded my website, Facebook page and all other engagement. I increased budget and still nothing, not sure why this happens

[@inflorenzo7878]

it's happening to me and i did the same thing like you and no results, @dave1, any update ?

[@NewNormalDigital]

Is seed audience of an LLA included in that LLA?

[@BenHeath]

Great question Gaurav and no, it is actually excluded from the lookalike. So you could retarget the see audience in one ad set and target the lookalike audience in another ad set, and the two ad sets will be targeting different people.

[@dragongaming9821]

Big bro 3 days my adds run like 8000 in 30 dollars and now In 30 dollars only 2000

[@lalim5962]

If Facebook shows our ads to warm audience at the beginning of the campaign, would it make sense to exclude those people who made a purchase/engaged with page? That way, it starts off showing the ad to cold audience.

[@BenHeath]

I can understand the logic but it doesn't seem to work as cleanly as that when testing. You are better off not including the exclusion in my experience.

[@christoferfrascarelli3944]

Personally I have the dropp-off also inside the bm, and more precisely in: click on the link (100 for example) page view (70 example) a drop off of 30%. starts from 30% to rise, it is rarely less. I never understood if the problem is facebook or my landing page. Do you know anything about it? Thank you so much 😊

[@vickyleash3894]

Thecyberlord . C om helped me got all my account issues successfully rectified

[@andrewperry829]

@@vickyleash3894 they helped me too Thanks

[@versatileduplicity9313]

does your facebook ads still run if your regular account has been disabled

[@BenHeath]

No I'm afraid not.

[@justme5334]

Where is the link for the webinar?

[@BenHeath]

Here it is: event.webinarjam.com/register/1/lx4z0iy

[@user-ql5cc7zw9u]

This is currently happenings in me rn ,

[@syedhussainahmadshah]

Same this happened with my ad and at the end I shutdown the ad 😭

[@BenHeath]

There are things you can do to fix it though :)

[@syedhussainahmadshah]

I am not getting a good response from ads my sale is very low don't know how to increase the sales

[@BenHeath]

In that case I would start from scratch and go through a whole bunch of my videos first.

[@TheAtomicSpartan]

How does this apply to those with 0 warm audience

[@BenHeath]

Then you have most likely run into a different issue.

[@anuradhatripathi2578]

The CPl is too high, how to bring it down ?

[@BenHeath]

More engaging ad creative always helps. But I wouldn't get hung up on CPM. You can reduce it by targeting less sought after audiences but that might not help you get the best possible results. I'd focus on your cost per conversion and bringing that down.

[@mohankol596]

Hey Ben, I seen people Facebook ads Account god disabled because he generated $100k+ revenue?

[@BenHeath]

Hi Mohan, Facebook don't disabled ad accounts because you generate a certain amount of revenue. There must be another reason. We have many clients that have generated much more revenue than that.

[@johneso]

How can I increase my Facebook daily ad budget without losing my ad data such as likes, comments, and shares?

[@mddilshad8253]

Post id

[@libertariancountry3920]

I figured out a way to combat cold drop off.

[@hifnytifnyofficial]

Please let me know what way you found???

[@Mindgods]

I don’t think this theory is accurate. It happens with every ad new or old product. My ads get leads first day. Then completely dead after. I created an ad just for traffic to collect user data with pixels . And and it don’t matter if I retarget for a product or new product same results. So has to another reason. Has anyone talked to Fb about this?

[@Mindgods]

It’s the same with google ads too btw.

[@dreamotb1]

Weird bro I’m in the same boat, my ads work great first few days and then boom. Dead after

[@partytimelingerie9076]

Facebook dropshipping is saturated. Don't waste your money!!!

[@mrmarkl328]

Because you don’t have enough data!!!

[@BenHeath]

That wouldn't explain the drop off. Because you have even less data when you first launch a campaign. More data definitely helps but doesn't explain this problem.

[@mrmarkl328]

@@BenHeathif I implement a cost cap does that resolve this issue?