18: The Art of Leaving your Ads Alone

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Summary

Chapters

00:00 The Importance of Patience in Advertising
02:36 Understanding AI's Role in Ad Performance
05:09 Making Changes: The One Thing Rule
06:08 New Chapter
06:12 New Chapter 2
06:15 New Chapter 3
06:20 New Chapter 4
06:24 New Chapter 5


In this episode, Stacy Covitz discusses the importance of patience when running Facebook ads. She emphasizes that advertisers should resist the urge to constantly check and tweak their ads, suggesting a waiting period of three to five days to allow the algorithm to optimize performance. Stacy shares insights from her experience, highlighting that sometimes leaving an ad alone can lead to better results. She also advises on making changes to ads, recommending that only one element should be altered at a time to effectively test its impact.

Takeaways

Leave your ad alone to see better results.
It takes time for the algorithm to learn.
Wait at least three days before checking ad performance.
Constantly checking ads can lead to unnecessary changes.
Sometimes, doing nothing can yield the best results.
If changes are necessary, only change one element at a time.
Focus on the creative aspect when making changes.
Patience is key in digital advertising.
Understanding metrics is crucial for ad success.
Trust the algorithm to find your audience.

Sound Bites

"Leave your ad alone."
"Let it work its magic."
"Change only one thing."

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Transcript

Stacy Covitz (00:01)

Leave your ad alone. That's the topic of today's episode. What are you talking about, Stacey? So here's the thing. If you learned how to do ads or if you've been doing ads for years and you're used to the old way or you haven't been in ads manager too often, you

It is so tempting. You put your ad up there and then you obsessively check it, right? You're in there all the time. my gosh, what's happening? It's not spending any money. No one's clicking. And you maybe start telling yourself all these stories in your head. Here's the thing. It takes, and this is pretty new. By pretty new, I mean a year, two years.

So back, I mean, it's way newer than.

It's a lot different than it was back in 2019, 2020, 2021, two and even three. Ow.

So.

AI is taking over everything, right? You can't turn on your computer, your TV, your anything, your phone. It's everywhere. And it's smart. So as far as Facebook ads go, as amazing as AI is and the algorithm, it does take time to learn. So.

You put your ad in there and as tempting as it is to go in there and start tweaking and making changes because you're just not happy with the results. Even though it's been three minutes or an hour or two hours or even one day. Here's how long you should wait. Three days. You should wait a minimum of three days and

sometimes five days, three to five days, maybe even a week, depending on how much risk you have, how much patience. I don't wanna say bravery, but you know, I know it's your money, right? So you don't wanna just sit there and think it's not working, but unless your ad is...

flagged or not or not approved obviously then you can't run your ad but leave it alone and I'm going to tell you I see this all the time it's and I know this firsthand it's almost impossible to leave it alone it really is but maybe maybe after you publish your ad wait

until you get that approval that you know it's running. And then if you can, maybe wait 24 hours before you even look at it. And then just look at it, take a mental note, maybe screenshot what you see and wait another 24 hours and just do the best you can waiting. And I'm gonna tell you, here's

Here's a real life, behind the scenes, ad manager story. And this happened twice this week. I was working on a couple clients campaigns and we had just launched a new campaign and it had been...

maybe 24 hours, maybe 30 hours, something like that. And it was time for me to give my report, my monthly slash, my weekly slash monthly report. And then I give a video kind of explaining all of the metrics that I have shared. And in this report, I had said, okay, I'm not,

I'm not crazy right now about this metric and what's happening. I really like to see the bar be at this level and it's not. And so going forward, here's what we can do. And I gave three options. Change the ad.

change the audience or leave it alone, which is, and I said this in my report, which is what I would tell most of my clients to do if they were asking me, if they were running their own ads, I would say, leave it alone. So those are the three choices. And we left it alone and holy cow, it started performing.

it started converting. It's the cost went way down. I mean, it was like the minute I suggested we change it, it started doing what I was hoping it would do. And now it's fantastic. So you just never know. Let it do, let it work its magic. It knows what it's looking for. It knows where to find your audience and who

needs to see what you are advertising. So now here's what I will say. If you do decide to make some changes, hopefully it's been the minimum of the minimum of three days. Okay, so you want to make some changes? Change only one thing. Change only one thing. If you're going to change something on the ad, change the creative.

So either the image or the video. Leave the copy the same. Leave the headline the same. Leave the audience the same. So change just one thing so now you can test it and see if that made a difference. So I have some resources. Check out the show notes. I so much appreciate your support and listening and I will see you next time.

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