Facebook Advertising Tips — Editing Facebook Ads Can Kill Your Results | TBS #293

What a lot of people don’t understand is that Facebook ads build momentum. Results usually start picking up after a few days and then often stay stable. However, whenever you edit your daily budget or pause and restart your ad, this momentum will be affected or lost.

That’s why you should be very cautious when editing your Facebook ads, especially if your ad is generating a positive ROI for you.

I’ve seen so many cases where a campaign was delivering great results and then it was paused and re-started, and the same ad stopped working. It was the same targeting, the same ad creative, nothing changed, but the ad starts generating a negative ROI.

That supports the theory of momentum in advertising.

When you set up Facebook campaigns, try to set them up for long-term use unless it’s specifically a seasonal campaign or a holiday promotion. Unless that’s the case, build your ads for the long run.

Test different campaigns, objectives and interests and once you have an ad set that is profitable, be very careful and treat it with caution.

Let’s say you have an ad set that’s successful at $1 per day.

Make sure it’s profitable and stable for at least a week.

In a next step, what you could try is increase the daily budget from $1 to $5, and let it run for a week to see if it stays stable and profitable.

Then increase to $10 and keep increasing in $5 increments while leaving one week between the changes, to make sure the ad performance stays stable after every budget change you make.

Never pause and restart the campaign unless you have to.

Never edit your ad creative unless you have to, because that is automatically going to pause and restart your campaign, too.

If you have an ad that’s profitable at $20 per day and making you a nice amount of sales and profit, I would recommend not touching it again unless it becomes unprofitable. Just don’t mess with it under no circumstances, just let it work hard and produce money for you.