67- More Questions about Facebook ads answered

3 Facebook Ads FAQs: 

1. Why Ads Tank, 
2. Low CTR Fixes, and 
3. Boost Posts vs Ads Manager

•  why an ad can do well for a week and then “die,” including choosing an objective not optimized for clicks, too-small budgets, audiences that are too small, not enough creative variety for Andromeda, ad fatigue (check frequency), and making changes that force Meta to relearn.

 • I cover what a low click-through rate (under 1%) usually means: if CPM and reach aren’t signaling a bad audience, it’s typically the creative and messaging, so  improve the hook, speak to a clear pain point, make the call to action crystal clear, and test new creatives and hooks (cold traffic benchmarks are about 1–2%). 

• I clarify boosting posts vs Ads Manager: boosting is fine for reach/engagement but gives Meta control with limited targeting, placements, and tracking; Ads Manager is better for conversions, list growth, webinars, and sales because you can optimize for specific goals, build audiences, and track/retarget with the pixel.

00:00 Welcome and FAQ Setup
00:25 Ad Performance Suddenly Drops
00:51 Why Reach and Clicks Tank
01:48 Fixes Budget Audience Creative
02:49 Creative Fatigue and Edits
03:34 Low CTR Diagnosis
04:34 Improve Hooks and Messaging
05:26 Boost Posts vs Ads Manager
06:09 When Boosting Works
07:15 Why Ads Manager Wins
08:05 Wrap Up and Share

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Transcript

Facebook Ads Quick Tips: FAQ Episode 3
===

[00:00:00] Hello. Welcome back to Facebook Ads Quick Tips. My name's Stacy Covitz, I'm your host, and today we're doing another frequently asked questions.

Based on your feedback, these episodes are popular.

I pulled three questions from various sources, and I'm going to give it to you straight. Question number one. My ad was doing great for about a week, and then it just died. The reach tanked, and I'm barely getting any clicks. What happened?

Okay, this one's good, and it comes up a lot, and I can totally understand why it's so frustrating because everything looked great, and then it just stopped. And before I answer, let me just clarify one part of the question, which is the click part. [00:01:00] You'd said, "I'm barely getting any clicks." So what I wanna know

Did, is the objective that you chose set up for clicks? In other words, is it a conversion ad or it a engagement or awareness because if it's not optimized for clicks, meaning you didn't tell Meta to have people click, then clicks don't matter. You don't need to worry about clicks.

Now, if there's other reasons why you think your ad tanked, for example, it started costing too much, your CPM went through the roof, it stopped spending.

Okay, so here's some reasons as to why this happened. Number one, not a big enough budget. If Meta didn't have enough money to spend, then it ran out, and if your ad is gonna start costing more money, and you're not gonna get as much [00:02:00] reach. Number two. 

Your audience could be too small. . Number three, you didn't specify, but do you have any other ads running at the same time? Do you have more than one creative? Because if you only have one creative, then Andromeda, which is the new... It's not even new anymore. It's over a year old.

But Andromeda needs variety and volume. So if you only have one creative in your campaign, just feed some more creative to it. If you only have one type, so if you only have a static image or a reel or whatever, if you only have one kind, add some variety in there. Or your ad could be fatigued.

Check the metric for frequency and depending on how high that is and how big your ad budget is, [00:03:00] it could be that also And this one's important too. Did you make any changes? You had said that it ran well for seven days and then it tanked. Did you ever at any point make changes? Even if you changed, tweaked a few things, because every single time you make a change, it starts all over again, and so it's like you're going back to square one.

And if that is the case, then Meta is starting all over, and so your ad is gonna have to relearn everything. So hopefully that helps . Okay, question number two.

"I've been running ads for three weeks and my click-through rate is really low, like under 1%. Is my audience wrong or is it my creative?" This is a really great question too. And honestly, this could be either one. So let's have a look at your creative. I'll talk about the creative first. If your [00:04:00] audience was just way off, you may have gotten a signal from Meta in a different metric.

So your CPM could be super high or you would have barely any reach. So it usually means, a low click-through rate usually means it's the ad, it's the creative. So they see it, they're seeing your ad, and they're just not, they're just not enamored enough to click, and that's your creative or your messaging or both.

So does the first line of your copy - the hook, the-- what you say the first second if it's a reel, does that speak directly to a pain point that your ideal client has? And is your call to action clear, like crystal clear? And a good benchmark, you're right, for cold [00:05:00] traffic is around one to 2%.

So under 1% does tell me that your hook isn't landing. So have a look at your creative, have a look at your hook, see if it is actually speaking to your ideal client, and add some new creative in there with different hooks and different, um, - different images or a reel, and that'll help.

Okay, question three. My friend told me to just boost posts instead of using Ads Manager. She said it's easier, it is, and just works just as well. Okay, so your friend, she means well, right? And it is so much easier.

In fact, my beef with it is it's so easy that most people that do it don't even know what it does or what it means because Facebook will just give you a pop-up on your post and ask if you wanna boost [00:06:00] it. And sometimes you just look at it and go, "Oh, all right. Five bucks? Sure, why not? Meta's telling me to do it.

It must be good, right?" Okay, so

Boosting posts, even though , I complain about it all the time, it's not evil. It's... Boosting posts isn't a bad thing, but it's not the same as Ads Manager. As long as you know what it's for before you put any money towards it, it's good. So if you want engagement or reach, then it's great. But if you were hoping for conversions or to grow your list, then it's not great because that's not what it's for.

When you boost a post, Meta basically is the d- they basically take the wheel. You don't get much targeting, you can't really choose your ultimate [00:07:00] goal, and you have almost no control over where your ad shows up or who sees it, and no way to track it either. So it is designed to be easy, and it usually is much less effective.

Ads Manager, on the other hand, is gonna let you choose exactly what you want Meta to op- optimize for, leads, purchases, landing page views. You could build custom audiences. There's a lot more you can do, and then you're actually tracking it with your pixel, so you can go back and retarget

Again, if you're just trying to get your post seen by more people, then boosting is fine. But if you're trying to grow your list, fill a webinar, or sell something, you definitely want Ads Manager. It's a little bit of a learning curve, but it's worth it, and if you don't want to waste your money, then it's definitely worth it, and just, just keep listening to the [00:08:00] podcast or come join my Skool community and you'll learn all kinds of things.

Okay, well, that's a wrap today, , and I hope if this episode was helpful that you share with a friend who's trying to figure out Meta Ads.

How about, how about your friend that told you to boost a post? I'll see you next time