[et_pb_section fb_built=”1″ _builder_version=”3.22″ min_height=”1615px” custom_margin=”||-2px|||” custom_padding=”0px|||||” global_colors_info=”{}” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on” da_disable_devices=”off|off|off”][et_pb_row _builder_version=”3.25″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” min_height=”1528px” custom_margin=”|auto|56px|auto||” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”3.25″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.10.5″ text_font=”Montserrat|300|||||||” text_text_color=”#333333″ text_font_size=”21px” text_line_height=”32px” background_size=”initial” background_position=”top_left” background_repeat=”repeat” min_height=”363px” custom_margin=”-14px|||||” custom_padding=”||0px|||” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n
Your ROAS was great two weeks ago, but performance has started to tank.<\/p>\n
Here’s how to quickly identify\u00a0the issue(s) and get back on track as soon as possible:<\/p>\n
1. Creative\/audience fatigue:<\/strong>\u00a0use the compare feature in ads manager\/a quick line graph to evaluate your CTR over time – a downward trends means you likely need to refresh your content. Stay ahead of this issue by constantly testing new angles of creative, even when performance is great. In addition, check your frequency at the account\/campaign\/ad set level –\u00a0anything above 1-2 per week is likely too much\u00a0weighting. To solve, consider adjusting budgets and\/or broadening\/consolidating audiences which have overlap.<\/p>\n <\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/disruptivedigital.agency\/wp-content\/uploads\/2020\/10\/Dash.png” _builder_version=”4.6.4″ _module_preset=”default” min_height=”144px” custom_margin=”-17px|||||” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.10.5″ text_font=”Montserrat|300|||||||” text_text_color=”#333333″ text_font_size=”21px” text_line_height=”32px” background_size=”initial” background_position=”top_left” background_repeat=”repeat” min_height=”395px” custom_margin=”-53px|||||” custom_padding=”||0px|||” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n <\/p>\n 2. Website changes:<\/strong>\u00a0sometimes, it’s not a media problem but a website problem. To identify issues that might be site specific, look at data like your landing page to conversion rate percentage in ads manager (conversions divided by landing page views). For example, those new beautiful, but heavily weighted images sitting on your homepage might have slowed down your site load speed – therefore causing an increase in bounce rate. Use a tool like\u00a0Google page load insights<\/a>\u00a0or\u00a0Pingdom<\/a>\u00a0to help. Overall, always analyze key ad metric costs relating to the various stages of your buy flow as it will commonly direct you to the problem area. For instance, a significant spike in ATC cost could be because of a recent edit on a product page.<\/span><\/p>\n <\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/disruptivedigital.agency\/wp-content\/uploads\/2020\/10\/Analysis.png” title_text=”Analysis” _builder_version=”4.6.4″ _module_preset=”default” min_height=”117px” custom_margin=”||40px|||” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.10.5″ text_font=”Montserrat|300|||||||” text_text_color=”#333333″ text_font_size=”21px” text_line_height=”32px” background_size=”initial” background_position=”top_left” background_repeat=”repeat” min_height=”233px” custom_margin=”0px||-75px|||” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n 3. Performance trends:<\/strong>\u00a0look at your key performance metrics by day of the week historically. Are Monday’s always bottom performing days, whereas Wednesday’s crush it every week? Seeing poor performance at the end of the month\/quarter\/fiscal\u00a0year? You’re likely being impacted by Facebook auction dynamics –\u00a0where advertisers are bidding\/spending aggressively on the premise of hitting performance targets, or Fortune 500 advertisers are dumping marketing dollars into the platform under a “use it or lose it” mandate.<\/span><\/p>\n <\/span><\/p>\n <\/span><\/p>\n <\/span><\/p>\n <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.10.5″ text_font=”Montserrat|300|||||||” text_text_color=”#333333″ text_font_size=”21px” text_line_height=”32px” background_size=”initial” background_position=”top_left” background_repeat=”repeat” min_height=”104px” custom_margin=”40px|||||” custom_padding=”||||false|false” link_option_url=”https:\/\/disruptivedigital.agency\/#contact” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n <\/p>\n Looking for new ways to drive sales or scale your business with Facebook Ads? Click here<\/span> to reach out and learn more about how our services can help.<\/em><\/strong><\/p>\n <\/p>\n <\/p>\n <\/p>\n \u00a0<\/p>\n <\/p>\n <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":" Your ROAS was great two weeks ago, but performance has started to tank. Here’s how to quickly identify\u00a0the issue(s) and get back on track as soon as possible: 1. Creative\/audience fatigue:\u00a0use the compare feature in ads manager\/a quick line graph to evaluate your CTR over time – a downward trends means you likely need to […]<\/p>\n","protected":false},"author":2,"featured_media":638,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"\n Welcome to WordPress. This is your first post. Edit or delete it, then start writing!<\/p>\n","_et_gb_content_width":"","content-type":"","twitterCardType":"","cardImageID":638,"cardImage":"https:\/\/disruptivedigital.agency\/wp-content\/uploads\/2020\/10\/3-Areas.jpeg","cardTitle":"","cardDesc":"","cardImageAlt":"","cardPlayer":"","cardPlayerWidth":0,"cardPlayerHeight":0,"cardPlayerStream":"","cardPlayerCodec":"","footnotes":""},"categories":[11],"tags":[],"class_list":["post-636","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media-buying"],"_links":{"self":[{"href":"https:\/\/disruptivedigital.agency\/oldsite\/wp-json\/wp\/v2\/posts\/636","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/disruptivedigital.agency\/oldsite\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/disruptivedigital.agency\/oldsite\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/disruptivedigital.agency\/oldsite\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/disruptivedigital.agency\/oldsite\/wp-json\/wp\/v2\/comments?post=636"}],"version-history":[{"count":21,"href":"https:\/\/disruptivedigital.agency\/oldsite\/wp-json\/wp\/v2\/posts\/636\/revisions"}],"predecessor-version":[{"id":3702,"href":"https:\/\/disruptivedigital.agency\/oldsite\/wp-json\/wp\/v2\/posts\/636\/revisions\/3702"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/disruptivedigital.agency\/oldsite\/wp-json\/wp\/v2\/media\/638"}],"wp:attachment":[{"href":"https:\/\/disruptivedigital.agency\/oldsite\/wp-json\/wp\/v2\/media?parent=636"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/disruptivedigital.agency\/oldsite\/wp-json\/wp\/v2\/categories?post=636"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/disruptivedigital.agency\/oldsite\/wp-json\/wp\/v2\/tags?post=636"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}