The One Thing to Check When Your Ads Starts Performing Poorly
The One Thing to Check When Your Ads Starts Performing Poorly
$50 to book a call one day, $300 per call the next ??
Yesterday, I posted about how moody and uncertain Facebook ad results can be.
I also mentioned that looking at one key metric can tell us if the problem with a poor performing ad is the algorithm or something we need to change on our end.
Before I reveal this key metric, let me first explain what the Concept of Lead Flow is all about.
In any given funnel, there are 2 points of conversion: front-end and back-end.
Front-end conversion is when someone enters your funnel, and becomes a “Lead.”
Back-end conversion is when someone goes through your entire funnel and buys or signs-up for a sales call. In this conversion, the “Lead” becomes an “Acquisition.”
The problem you experience when results from Facebook ads start to fluctuate wildly from day to day has to do with your Cost per Acquisition.
One day you’re paying $100 per consultation call, and then suddenly you can spend $500 and get nothing ??
And then you’re left scratching your head, wondering what the heck caused the change - was it something you did or didn’t do? Or was it just the finicky Facebook algorithm?
Here’s the TWO-part question that will help you determine the exact problem 80% of the time. (I’ll talk about the other 20% at the end of this post)
1. “What is my Cost per Lead?”
2. “Has it gone up or remained the same?”
If your Cost per Lead (this can be cost per webinar sign-up, case study opt-in or something else) has remained the same, you should let the Ad Set sit for another 3-4 days, and there’s a very good chance it will get better.
And it only makes sense because remember - the Ad Set that you think is “broken” now was getting you amazing results just the other day.
Give it a chance to get back on a good stride.
Now…
If your Cost per Lead has actually gone up, then that’s a tell-tale sign you have to pause that Ad Set and re-launch it under a different audience and/or creative.
This is a very simple, deductive process we go through while we’re managing $300k+ in ad spend and helping people in our lead-generation coaching program.
And you MUST keep it simple if you want to make it work ??
The ads management process should never take any emotional energy or guess-work and must always remain a cold-blooded process if you want to see success.
BTW - there’s ONE MORE THING you need to check if you want to be super safe and determine what the problem is the other 20% of the time (when poor performance has nothing to do with your Cost per Acquisition).
Want to know what it is? Just write “20” in the comments, and I’ll tell you about in a post later this week.
(This one is crazy simple, and it’s kind of ridiculous that so many online business owners miss it.)
Until next post.
P.S. Want to generate qualified leads in your coaching & consulting business?
Shoot me a message and let’s see how we can help you.