How To Fix Facebook Ads Inconsistency While Scaling (7 Steps)

most deom brands have problems with their ad performance stay consistent while scaling how do I know in the past 12 months I spent over 40 Millions on Facebook ads and audited to over 100 AD accounts including multiple eight and nine figure brands that are spending up to 100K a day and I have seen Brands making the same mistakes with their Facebook ads yes the biggest one too so here are the seven most common mistakes these Ecom Giants are making with their ad account and solution on how to fix that number one having proper testing framework

throwing spaghetti at the wall and hoping something would stick may work in 2018 and maybe not even then but it's not good enough now you need to at least test different hooks iterate on the winners and test multiple variations of the same concept and that's a Min you need to group your ads per concept or per angle and test each Concept in its own asset with the multiple variations that maximizes your chances of finding a winning cre creative I have a more detailed video about creative testing process here where you can actually understand how to

set up your test how to make a decisions and what settings you need to use on your adset and AD level number two start using the post ID this hurts me the most when a brand has the exact same ad running with two different post IDs the social proof is spread between them so the ad is basically starting from scratch both in Facebook eyes and in user eyes media buying lesson number one is ensuring this is not happening create one ad take its post ID if you're going to run it in a separate ad set

or campaign that ensure that social proof is gathered on a unique variation I have a video for this done as well why that works well because both Facebook and users are going to favor this ad due to the engagement just think of it when you're scrolling to feed are you more inclined stop by the post that has like 50 hundreds likes or 50 likes or likes the social proof has a massive impact on this same as when you're scrolling through Tik Tok you see a video with 2 million likes or a video with like 15

likes obviously you're going to watch the one with 2 mil so that's how it is in human nature so definitely make sure to use the post ID number three have an optimal number of ads per adset there's really no reason to have just one ad per adset unless you want to split test multiple ads and dedicate the same amount of budget but even then I would not suggest it this is a hit or miss approach as you're forcing Facebook to spend money on that exact variation you always want to give it Choice even worse is

having 15 plus ads in the same ad set and then most of them would not even get spent which is really bad thing especially in testing campaign my suggestion and my sweet spot is to stick between three and six ad per adet number four be focused on creatives I already explained that creative is doing the to targeting so the number of audits that I did in which the testing campaign was actually testing interest audiences is blasphemy don't get me wrong I still like to use interest audience for scaling but that's only when I have a

proven winner I can maximize the efficiency of the winning creatives but actually testing audiences is so 2017 which makes no sense creative is what moves the needle and where most of your testing should happen even Facebook said that creative has 50 6% effect on the performance of the ad so you definitely need to focus on your creatives and diversify your creative strategy so the Easy Flow would be check comments on your ad post purchase survey customer interviews and use that messaging to Tyler the ads based on what your customer wants not on what they think

not on what you think they need or what they want number five Implement proper buyer exclusions the goal of most businesses should be to acquire new customers you can sell to existing ones via email for free that's why you always want to exclude your existing customers both with pixel purchase audience as well as with the clavio sync list of buyers that would ensure no money is spent on existing customers and this way you would force Facebook to go after new people people that have not bought from you yet if you don't know how to sync

clavia list of buyers let me know in the comments below and I'll shoot a video it's important to mention that in Advantage shopping plus you need to manually set up what percent of your budget do you want to spend on existing customers just because it's slightly different layout and just adding the audient does not mean Facebook would include it if you do not set that cap Facebook can go after your existing customers and Facebook just care about acquiring the cheapest conversion not necessarily whether it's a buyer or not number six understand the difference between click

and view through conversions multiple Brands I audit thought they had amazing results in the dashboard when I dug a bit deeper especially in the conversion rate and the percentage of you through conversions I saw they had up to 60% of you through conversions so you can easily spot that when you check compare attribution setting and you can see that for example conversion rate is 15 or 20 or some unrealistic number that mean there's lot of you through conversion that Facebook is claiming and those sales are not incremental on your Shopify Revenue Facebook is just claiming

the sales that could happen either way even without yes as I said you can check percentage of you through conversions by clicking compare attribution settings pick one day View and 7-Day click to understand the difference to actually get the percentage you divide number of you conversions with the total number of conversions anything above 20 or 30% of you through conversions is too much in my opinion so I would definitely suggest running only on click number seven start using proper optimization based on the results and history log you can see how often someone is optimizing Theon

neither too often or too rare is good make make sure to check the ad level as well and that's one of the most frequent mistakes I saw people not checking the ad level if the results on the adset level are good but don't forget maximizing the efficiency it's not just scaling it's also cutting down the losers that's it guys if you implement these seven things your results would be way more consistent if your results are already consistent and you're spending at least 50k a month and you want me to take you to the next level

apply for the free audit of your red account below so I can find the stakes and opportunities in your ad account if you're not on that level yet and you're not spending at least 50k a month subscribe to my channel for more free content that will help you grow your Facebook ad cheers