How do you feel about one single ad taking over the bulk of your spend?
This BFCM, I had one client only spending about $20k/day over BFCM, with about 50 different ads running across 7 campaigns.
This included 2 test campaigns and 1 Broad and 1 ASC.
However, 1 ad, from the Broad campaign, used 40% of the overall spend.
And it was profitable.
How did I feel about that? Well, I was a little concerned at first that it wasn’t letting other ads have more spend, but, I also know that for some reason, sometimes Facebook will spend more budget on ads with a horrible ROAS…
Which can completely kill a campaign.
But this wasn’t the case here!
In this case, 40% of the budget, 40% of the profit too.
I’m ok with that – this time.
If that happens to you, you have to make sure the ad continues to perform.
As soon as it gets fatigued or underperforms, it’s time to pause it.
Meanwhile, make sure that your other ads that are getting some spend are also doing well.
Typically, when other ads get a much lower spend, the ROAS should actually be higher and you should leave them on as they usually work better together.
But for some reason, Facebook doesn’t think they’ll perform as well with a lot more budget.
What do you do when one ad uses the bulk of your budget?
Mark Peesel – BackLeft.com
Marketing & Analytics Partner & Advocate.
Interested in learning more? We’d love to talk. No nonsense, no pressure, just talking & sharing knowledge.
