#general-chat

Thread

Alex Martino November 28, 2023 at 02:23 AM

We are sort of new to running Meta ads. We've run ads off and on in our account for the past 4-5 months, spent maybe 15k give or take. We started ads Wednesday of last week. Ad performance was pretty solid on Black Friday. We spent about $500 on one campaign. Then today we bumped that up to $1,000. And performance was terrible. CPC was up by 50% (lower CTR%) and conversion dropped by 40%.
Is this type of variability normal? What does this tell me? Is it too early to make judgments?

Kris Watts November 28, 2023 at 03:25 AM

You should never increase your budget by more than 20% in any single change. Keep the changes to a few times a week. As soon as its more than 20%, it will go back into a learn phase until it understands your budget and new audience size.

Mike K November 28, 2023 at 03:33 AM

It’s not unheard of for that to happen when scaling fast

Saptarshi Nath November 28, 2023 at 05:18 AM

I came to say what @Kris Watts said, but he beat me to it. Changing the budget by less than 20% doesn't hurt, but more than that will push the ads into learning phase again.

Fergal Dinan November 28, 2023 at 10:11 AM

@Alex Martino what campaign was it? Broad/Retargeting?