Thread by @AdsAlchemist

Can't figure out why your ads started performing poorly?

Try using the compare tool in Ads Manager.

Select a bad vs good period.

Then, look for the biggest increases in cost.

Reverse engineer to figure out potential reasons why it occurred.

Examples below 👇👇

Typically, you'll find specific metrics that have higher spikes in costs.

This is usually what I'll focus on fixing first.

For example, if that occurs with the cost per ATC.

Start asking yourself questions about what could've caused it.

A lot of the times the reason can be because you or your client changed something on the product page.

If not, make sure everything is working properly on mobile/desktop.

Get a free trial of a heat map service, if you can't figure out what's wrong.

If the metric that increases is cost per unique link click, the most common cause I see is ad fatigue.

Try testing new creatives, thumbnails, headlines, copy, etc.

Refreshing ads is vital to long term performance.

Nothing lasts forever, so always continue to test things.

Hope you guys enjoyed this thread.

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If you have any questions please comment them down below.

If you want more FB ads tips, check out the thread below

https://twitter.com/AdsAlchemist/status/1134908337030672386?s=20