The Step-by-Step Guide for Facebook Ads Recovery
Facebook reached a new monthly record of 2.6 million instagram users last month. Research also shows that 47% have increased their social media usage since the pandemic. There are more people online, and data suggests that PPC accounts have rebounded after the initial impact of COVID-19. It’s time for you to think about your strategy for activating Facebook advertising.
While we can’t know when the pandemic or the economy’s recovery will occur, we do know how to prepare online advertising accounts for the current state. We also know how to adjust your account to adapt to it and how to increase the speed when you are ready. Today I will be talking about Facebook advertising. Here’s what I’ll discuss:
- How to prioritize your spending today for a better ROI
- Audit your Facebook ads account: Tips
- Here are some steps to help you get your account back up
- Here are some things to remember when scaling
Facebook Ads Recovery follows a similar process to my previous blog post about Google Ads Recovery. However, just because they look the same doesn’t mean that the details are the same. These are two very different platforms, and you know this as an advertiser.
Let’s now get to the Facebook account recovery.
Prioritize your spending today to maximize ROI
Social media is being used more by consumers during the pandemic. This shift in behavior has resulted in a record-breaking active user number on Facebook. It can be seen in their Q1 earnings report.
Advertising revenue is declining, even though active users are growing.
We see opposite trends in revenue and active users. This is a trend that is common across all advertising platforms.
While ad spending has decreased and user activity has increased over the past year, advertisers see a decrease in their cost KPIs. We are seeing a 35% decrease in CPM (cost-per-thousand impressions) and a decrease in CPM (cost-per-thousand impressions). CPA (cost per acquisition) is also decreasing for advertisers. We’ve seen a 23% drop in CPA.
Facebook CPA YoY
What does this all mean? This means that you can get more from your investment today if you keep advertising on Facebook.
We cannot control the current trends or uncertainties, but let’s not forget what advertisers can do to increase ROI.
- This checklist will help you identify quick wins in your account.
- Check out this checklist to optimize Facebook ads.
- Let’s start by ensuring that your account is in good condition.
- Let’s clarify how vital these next steps are by using the analogy of running a marathon.
Imagine that you ran a marathon six years ago and have reduced your weekly mileage by 70%. You’re now ready to tackle another marathon. If you were to attempt to run this marathon tomorrow, would you be able to do it simultaneously or better?
It isn’t very likely. It isn’t very particular.
Image of marathon running
You can also increase your Facebook advertising spending by following the same steps. First, you should assess your current situation and then create a plan. These steps will guide you through the critical steps necessary to ensure that your Facebook advertising can be scaled up while still maintaining (or improving) its benchmarks and KPI performance.
- Check out your Facebook ads foundation.
- Auditing your account foundation is the first step.
- These are the critical components of this phase:
- Accurate conversion tracking
- Campaign goals
- Optimization settings and conversion event
- Creative excellence
- Follow best practices
Let’s discuss what you should do to ensure these components are in good condition.
This step is crucial to the success of Facebook ads. Why? Because conversion tracking shows the algorithm what success looks like to you. Using accurate conversion tracking, you can provide the signals Facebook needs to optimize your ads’ delivery to your goals and objectives.
Before you can get started, confirm that your pixel works appropriately. Navigate to the events manager to view your current status.
- Facebook account events manager
- In the data sources section, look out for active signals such as this (in yellow).
- Facebook data sources section
- Once your pixel has been confirmed to be firing, go to “custom conversions” to review your conversion actions.
- Auditing conversions checklist for Facebook account recovery
- After you have outlined all your conversion activities, ask yourself these questions:
- Is there any conversion action that isn’t worth counting?
- Is the current setup appropriate for the business value of this action?
- Are there any missing events in conversion that should be recorded?
Your audit will help you prioritize the changes you want to make to your conversion tracking.
Conversion tracking shows Facebook how successful your account looks, but your objectives tell Facebook your goals (or what you want the algorithm to do for you). The Facebook algorithm is excellent at listening when delivering your goal. This is why choosing the right objective is so important.
- campaign objectives examples
- offers many options when it comes to setting up your campaign.
- provides various options to advertisers depending on their goals, as you can see. When reviewing your campaign objectives, make sure to align them with your marketing goals and funnel.
- Diagram of a marketing funnel
Your objective should align with your marketing strategy. It should also be consistent with your business goals at each stage. Here are some examples of objectives-partnering’s to help you get started.
Example campaign objectives for Facebook account recovery
Each business has its own goals and objectives. This should guide you in assessing the strength of your current objectives.
Optimization setting and conversion event
Your conversion event and optimization of ad delivery selections are the final pieces to equipping the algorithm to deliver the information it needs.
Conversion tracking is a foundation for information gathering. However, the conversion event informs the algorithm which critical indicators are essential for your ad set’s success. Your optimization for ad distribution selection tells the algorithm how best to optimize ad deliveries based on these signals and objectives.
As you did with objectives, this is a time to review your current settings and make sure they align with your goals.
Facebook Campaign Objectives:
What Every Advertiser Should Know. For more information on your settings and objectives, visit Facebook Campaign Objectives.
Ad creative excellence
Your Facebook advertising success is dependent on your ad copy. Your ad copy should be scroll-stopping. This will make it difficult for your target audience to click on your ad.
This is an excellent opportunity to take the time to review your current ad copy and to identify areas where you can make improvements to improve your creative output.
Your ad creative text should be limited. Images that contain less than 20% text are more popular and are preferred by Facebook. To review your ads, use Facebook’s text overlay tool.
Use animation/video in your creative. Video is more engaging than static ads. Here are four methods to convert still images into a video.
Optimize your video for sound-off viewing. Studies have shown that 85% of videos on Facebook are not sound-off. Captions can be added for those who prefer sound off or on.
Current best practices
Although I have covered the basics in the first four steps of the process, this stage is the highlight of your Facebook page.
- Facebook account best practices
- Now that you’ve seen what to do and how to check on your foundation, it is time to get ready to ramp up.
- For a quick ramp up, prepare your Facebook advertising account
After you have confirmed that your account structure and information are correct, you can begin to prepare for scaling up. These are the things you’ll need:
- Review performance
- Examine the competitive landscape
- Check your most recent changes
Let’s discuss why each one is so important and how you can prepare your account.
You should report on the current status of your Facebook ads account and how it has changed during the pandemic, regardless of whether you are planning to increase your spending. This stage is where I get carried away as a spreadsheet-loving marketer. I pull every metric and plot every trend. It’s not the best way to use your time or mine. We want to tell a straightforward story about how Facebook has performed over time. Focus your initial analysis on core platform metrics to achieve this.
- How has spending changed?
- Average daily spending
- What are your prospects’ reactions to your ads?
- click-through rate
- engagement rate
- conversion rate (CVR).
What has changed in your cost structure based on the new trends?
Average cost per action (CPA)
You can begin to tell the story of your account’s evolution by grouping and comparing these KPIs.
Examine the competitive landscape
You should review your performance and the changes made. Also, consider how your competitors may have affected your delivery. The Facebook ad library allows you to search for your competitors and view their offers. You can also review their most recent ads.
Example of Facebook Ads Library
This is an example of how it looks if you search Instacart.
Your performance can be affected by the strategies of your direct competitors. However, it would be best to remember that you are competing for ad slots against all advertisers who overlap with your targeting. As you prepare to recover your Facebook ads, remember that other advertisers do the same. The competition for the auction will increase as advertisers increase their spending. The drop in CPM, as shown earlier, is likely to reverse. You must take the proper steps to recover your account during this time to maximize ROI.
Reexamine your most recent changes
Google Ads makes this stage easier for advertisers. You can quickly review the most significant account changes with labels and change history. Although you cannot access your Facebook change history, you can view how your account composition has changed. Start by changing your date range using a comparison.
Recent Facebook changes
It would be best to look for new paused campaigns, ad sets, and significant changes to spending. Ask yourself these questions as you begin to identify the most significant changes.
This change was made because your budget is tight.
It would be best to reconsider the decision to allow more freedom in ad delivery as your budget increases.
You might want to re-enable a set of ad units performing according to your CPA goals but were halted because of budget limitations.
This change was implemented because of a remarkable performance.
If this is the case, you can break down these changes based on how far they are from your average KPI.
You might decide to disable an ad group with a higher CPA than your account average and re-enable it while you keep an ad group with a 40% higher CPA in pause.
Let’s look at what we have discussed so far in our account recovery process.
- Optimize your account today for a better ROI
- Revision of your account foundation
- Prepare your account to increase your spend
This means that we have reached the final stage of this process: increasing your spending.
Boosting your Facebook ads account
Although this is the last step, it doesn’t mean that you can increase your spending and get back to normal. You have a few other things to do to increase your spending.
Understanding the growth of your spending is critical. For example, if you have a $10,000 monthly budget and want to increase it to $50,000, your average daily spending will need to go up from $322 to $1612. Your next steps will be determined by the level of scale you are planning.
Revert any changes that have been made to your account. As you scale spending, reviewing the most recent changes is essential.
Begin by increasing the budget for your campaign/ad sets: It depends on whether or not you use CBO (campaign Budget Optimization); your budget allocation will occur at the campaign level or the ad set level. It would be best if you planned where and how to increase your budgets based on your budget growth and allocation across your account.
You need to be able to scale up: It’s not as simple as increasing your spending. To ensure that you are set up for scale, regularly check your bank account.
These are some critical steps to get your account ready for scale.
Automated placements: Let Facebook deliver your message to the best place for you.
Scalable audience size: Limiting your audience size can impact your ability to increase spending and maintain performance as your business scales. Avoid situations like these:
Facebook audience definition
Optimization events: The Facebook algorithm requires 50 optimization events within seven days to achieve optimal learning and delivery. As you look at scale spend, do a quick check-in on your ad sets:
Facebook optimization events
CBO (campaign Budget Optimization): Facebook recommends CBO to maximize your advertising budget. If you don’t have CBO, consider testing it.
What to expect during the ramp-up phase
It is essential to communicate and set clear expectations during the ramp-up period, especially if you are subject to disruptions in performance. You should:
Preparation for the learning period. Your accounts will take some time to learn and scale up to provide optimal delivery at this new level. Learn more about the learning period.
Observe results closely: Keep track of your performance and make regular reports on it during the ramp-up period.
It would be best if you watched out for saturation. If your spending is growing faster than your audience, you will begin to notice an increase in ad frequency. To avoid ad fatigue when scaling, keep an eye on your ad’s performance
These are the critical steps to boosting your Facebook ads account.
Although it will take some time to get your Facebook ads account up and running again, it doesn’t need to be complicated. These steps will help you get your Facebook ads to account up and running again when it is ready.
- Prioritize your spending today to maximize ROI
- Audit the Facebook ads foundation
- Check out the most recent performance and any changes
- Take steps to increase your spending
We offer strategic guidance and resources to help you navigate online advertising as the market changes. You can find more information on our COVID-19 resource site and keep up-to-date with our blog, which features new content every day.