So your ads aren’t working. Here’s what not to do.
Listen, it happens. Ads are finicky. The whole ecosystem is. What working this week can stink the next, leading to all sorts of confidence issues, finger pointing, and overworking to solve it. But once you’re over your skis….you’re in a rough spot. So here’s what not to do if your ads aren’t working.
Avoid Panicking:
It's crucial not to panic when your ads aren't performing as expected. Remember that a slow start is normal in the world of advertising. If it were easy, advertising costs would be sky-high, and everyone would excel at it. The worst thing you can do is make hasty decisions and overreact to poor results. While creativity is vital, bad media buying can undermine your chances of success. Good media buying involves patience and letting the algorithm do its work. Even if you're not hitting your target cost per acquisition (CPA) right away, your budget is still being used effectively. You're learning, both as a media buyer and alongside the algorithm. Don't expect immediate profitability; it takes time.
Don't Halt Campaigns Prematurely:
Another common mistake is shutting down campaigns too early. Some people set specific CPAs, spend a bit more, achieve results slightly above their target, and then abruptly stop their campaigns. To give your ads a fair chance, you need to allow them time to accumulate data. Ideally, let campaigns run for at least a week before making any adjustments. This requires a great deal of patience, especially if you feel like you're losing money. However, refer back to the previous point – every dollar spent contributes to the learning process.
Avoid Excessive Experimentation:
It's tempting to try various tactics when your ads are not performing well. You might wonder if the issue is related to ad placement or the need to test different lookalike audiences. In the initial stages of launching an ad campaign, you lack the information to determine what messaging works best in a paid channel. So, testing numerous media buying tactics at this point is counterproductive. Instead, focus on testing just two audiences if your budget permits: a broad audience and an interest-based one. Later on, the broader audience is likely to yield better results, but in the beginning, it's essential to provide the algorithm with sufficient data. Avoid the temptation to get too creative and create multiple single-interest ad sets; your budget won't stretch that far. Opt for a broad interest stack with relevant interests, keeping it as extensive as possible.
Instead, try this…
Refresh, Iterate, and Improve Creatives: The answers are sometimes in the assets you already have. Think about your angles, avatars, and making an offer so good people feel silly saying no.
Make Even Better Ads: You can always go back to the drawing board. Your initial attempts won't be perfect, but don't settle for mediocre. Invest time in researching your target audience and their needs, so you can create ads that resonate with them.
Give It Time: Be patient. Ads need time to gather data and optimize. Don't be too quick to make changes if your cost targets aren't met initially.
Get some professional help: Schedule some time here and let’s have a chat about it!
