Read Time: 2 Minutes

If you've noticed your Facebook Ads performance taking a nosedive since Black Friday, you're not alone.

Many authors have been experiencing the same thing, and today I want to talk about what's really going on here and more importantly, what you can do about it.

First things first – let's address the elephant in the room:

It's completely normal to see fluctuations in your ad performance, especially during and after major shopping events such as Black Friday.

But understanding why this happens is key to maintaining your sanity (and your advertising strategy).

Here's what's happening:

After every Black Friday and through the holiday season, we see a perfect storm of factors for diminishing advertising results:

→ Increased competition from retailers clearing holiday inventory

→ Ad fatigue from audiences being bombarded with promotions, discounts and deals

→ Shifts in reading habits as people settle into their routines again after the holidays

→ Facebook's algorithm adjusting to fewer advertisers and less spend on the platform

But here's the thing – all these factors aren't a signal to panic or turn your ads off. Instead, think of it as an opportunity to fine-tune your strategy.

Let's talk mindset for a moment...

Many authors see dropping performance and immediately assume their ads are "broken" or that Facebook Ads "don't work anymore."

The reality?

The platform is constantly evolving, and so should your strategy.

Instead of retreating, here's what you can do right now:

→ Audit your best-performing ads from before the dip. Are they still resonating? Sometimes what worked in November needs a fresh twist in January.

→ Look at your audience's behavior. Are they engaging differently? January often brings new reading habits as people settle into their New Year routines.

→ Test new creative approaches. If your usual style of ads isn't working, it might be time to experiment with different visuals or copy angles.

Remember, January sees many people starting new series, exploring new genres, and filling up those eReaders they got for Christmas.

Can you create ads that speak to these changes in reader behavior?

The most important mindset shift to adopt when advertising is to stay flexible and have patience. Don't let temporary performance dips shake your confidence.

What worked yesterday might need adjusting today, and that's okay. It's not a failure – it's part of the process.

I've been running Facebook Ads long enough to see these patterns come and go.

The authors who succeed aren't the ones who never face challenges – they're the ones who learn to adapt and keep moving forward and keep learning, no matter the results.

Keep testing, keep tracking, and most importantly, keep believing in your books and your ability to reach your readers.

That's all for this week! Thank you so much for reading and enjoy your weekend.

To Your Success
– Matt