Is it bad, or does it need a push?Jan 25, 2024
I launched some new Facebook Ads (DCTs – Dynamic Creative Tests) on Monday for Lori's books, but so far the results have been... terrible.
As I share in Jumpstart Facebook Ads For Authors, I let Facebook decide which DCTs to spend money on.
And these new DCTs have received a grand total of £0.35 ($0.44) between them.
Other DCTs in the Campaign are receiving $60+ per day.
What does this tell me?
The DCTs that aren't receiving any budget are just bad Ads.
That's all it comes down to.
So, what do I do from here?
Option #1: Add a £5 Minimum Spend to the DCT
Option #2: Turn it off
Which one do I choose though?
If I have high confidence in the DCT, I'll choose Option #1 and force some budget into it.
By high confidence, I simply mean it's a DCT that I believe could work, based on all my previous tests and results.
If, after reviewing the content of the DCT I believe it's just a bad Ad, I'll go with Option #2 and turn it off.
Why do I make this decision after just 3 days?
If it's a good Ad, Facebook will, 9 times out 10, start spending on it within 3 days.
If I go with Option #1, and add a Minimum Spend of £5 to the DCT, if, over the next 3-4 days, it only spends the £5 each day (or thereabouts), then it's not a good Ad, and I'll turn it off and move on.
If it spends substantially more than £5 per day (at least 50% of the highest spending DCT in the Campaign) then it has potential and I'll keep it running.
Getting emotionally attached to your Ads can be a dangerous game to play.
The data doesn't lie:
Receives Spend = Good Ad
Doesn't Receive Spend = Bad Ad
That's what it comes down to.
Getting more complicated than that isn't necessary.
Sure, there are a handful of other metrics I look at when I find a DCT that earns spend to assess its performance.
Until then, focus on finding DCTs that earn spend.
To Your Success