WHEN SHOULD I KILL A CAMPAIGN? Facebook Ads: When to Turn Off Underperforming Ad Sets

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I got you. I have a two-step system for turning off underperforming ad sets that's going to make testing Facebook Ads easy as pie:

1. After you launch your campaign: DON'T TOUCH IT FOR FOUR DAYS. Seven would even be better. You have to let the algo do it's job.
2. If after that four or seven days your ad set has spent 2x the amount of your average cost per purchase... it's time to say goodbye. BUT NOT BEFORE CHECKING THIS METRIC FIRST...

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ABOUT ME:
Hey friends, I’m Dara. I’ve been in the marketing biz for over 6 years. I’ve worked in-house for a travel startup, launched several e-commerce brands, and worked agency-side on creative & paid social teams. Before that I dreamed of being a life-long humanitarian: I started my career abroad (lived in West Africa, India, AND Egypt!) and came back to my sort-of native New York City where I started (and flunked) my own business. Now I’m a Director of Paid Social at a fully-remote advertising agency. I’m probably living in an Airbnb right now :)

This channel is for anyone who wished they had a friend who could teach them Facebook Ads. I’ll show you the ropes, give tips & tricks, and share my favorite “blueprints” for success. Have a Facebook Ads question? ASK ME! Maybe I’ll even make a video for it...

[DaraDenney]

What's your strategy for turning on and off campaigns or ad sets?

[rbafaro]

You comments were very helpful. No nonsense and directly to the point.

[florakija]

Never seen better Facebook Advertising videos! Just perfect

[fashionbeautybri]

Gave it a like and subbed. You were straight to the point and answered my question. Im running my first ever ad on fb and wondering if its doing well or not.

[Ayush-bckz]

Dara you should know that the content you post is so valuable for me as a freelance media buyer. When I'm confused I just switch to your channel and you've got videos for evey possible query I had regarding fb ads. I recommend your channel to every media buyer I know. 😀😀

[Brikster]

Hi Dara, thanks so much for the amazing content. I'd love to know more about the "industry standards" for different fb metrics such as what's a good ctr, atc, conversion %, etc. Any chance of a video explaining this in the future? Thanks again!

[nicolasolayaofficial]

Hey Dara, when deciding to shut down an adset, should I take a look at the ad level first before making a decision? Sometimes within the same adset there are profitable ads. In that case, should I keep them running and shut down the ads that didn't work?

[aden]

What’s the difference between app events tracking and pixel tracking, and does facebooks algorithm track through each campaign or do they store the data in each ad account rather than per campaign ? In other words if I have two separate campaigns running will their data be stored for my account together ?

[openlatedentistryandorthod]

What do you do when your ad set is turned off but fb sends a message saying it is approved via email? Thanks for the content!

[zeshanafzal]

Hi Dara, thank you for this video it was definitely helpful!! I do coaching for standardized tests and my CPR (scheduled meeting) is usually about $15 which has been consistent for the past 2 months. But, this week it fell off a cliff to $273 with the same amount of ad spend and slight higher website traffic then last week. Any insight on why this may have happened? Elections maybe?

[larachawa]

Hi Dana thanks for this video. I was hoping you can help me. I just started out. Never done this before and so my first ads don't seem to bring in traffic at all. 7 link clicks after 4 days, 2 Add to cart so I stopped my campaign. I don't know why but no matter what I enter in the target audience, Facebook analyzes and says I will get 0 conversions and barely any reach. Before I move onto another product I need to know what I did wrong or else this won't work and it can happen again. Any suggestions would be appreciative. Any way we can talk more in detail would be great just let me know. Thanks

[phoebegladyscallos]

Hi, thank you for the information. ayt, is it okay to turn on the adset that has been pause? TIA

[Badr-zsvc]

Please I need your opinion. For me as a Dropshipper I focus most of the time on CPC, CTR, and especially CPM, after spending 50$ I see if the CPM above or low than 17$ if it above I kill the product. Is that wrong?

[CG-weks]

Hey Dara, thanks for taking time to answer questions!

If my 2x CPA = 1 CPM and I spend this money in one day, would you recommend to kill the bad performing asset? 🤷‍♂️

[Oracle_Speaks]

Hello Dara, I am new to ecom, I am running a FB campaign (day 4) with a CTR (all) 13.61% - CPM $10.25 ATC total 18 - ROAS .12 -- Any ideas what I should be trying or adjusting? Thanks

[howardmathews]

2:00 you mean after the seven day period? Even if there's no add to carts in the first couple days, we should still wait more before making any changes, right?

[lucassilva-]

when you are in scalling process how do you do this ? example if my cpa is $50 but my budget for each adset is $200, 00. Do you run your ads for 4 days and than analyze and kill the adset that is more than 2x cpa ?

[peacefulrelaxation]

what do you compare with after multiplying cpa by 2?

[shawner]

Hi Dara, first of all great contents, super valuable! Thank you! But, here is my question, can i change my creatives during these 4 days? I have 6 ads set, 3 creatives for each, only 2 adsets CTR are over 2%. I started this campaign yesterday, but then i realized my creatives are bad after discovered your youtube channel lol. Thanks!

[tbd]

1 CBO 1 Ad Set 2 Ads - One of the ads has better performance than the other. Should I turn of the underperforming Ad so that all of the budget goes to the better performing ad? Thank You!