Monitoring Ad Performance FAQs

How often does Media Buying monitor and adjust ads?

• The team makes adjustments to ads every 2-3 days.
  • This means it may take days to weeks to find a combination that works best for a client's specific location and market.

How long does it take to see results from an ad change?

• It takes roughly three days to see the effect of an ad. If the ad is not deemed successful, the Media Buying team actively makes changes to find a spot that works.

Can I compare ad performance year over year & for specific times of year?

• Each year, Facebook gets a little more expensive when it comes to deploying ads. This makes it tough to compare performance (ex. cost per lead).
• Additional factors like inflation can also play a role in changes of the cost per lead.

Ad performance looked great early in the week and now it is down. Why?

• The issue is fatigue. As an ad circulates more, it will experience fatigue. This is why we are constantly adjusting and fine tuning. Generally speaking, performance of a new ad will look stronger earlier in a launch cycle and then taper off.
  • It is vitally important for us to have new creative to use that meets our best practices. This way we can constantly test and drive effective cost per leads.

My ad was performing great! Why did you change it?

• Similar to the above answer, fatigue of a circulating ad can creep up quickly. It is important to continue to test and run different variations.
• We also might change the headline/hook without turning off a high performing ad. This simple adjustment has potential to change the longevity of a high performing ad.
• In the end, we aim to test new things alongside things that are performing well to be proactive in preventing fatigue.