If you’re either using Facebook Ads or considering getting started, what do you want to get out of the platform?
If your funnel isn’t working, though, don’t sweat it. We can help you troubleshoot it.
We work with a lot of supplement companies and weight loss companies, and many of them coming wanting at least one of two things:
Profitablescale of their campaigns
- Sales consistency, so that they can predictably order inventory, staff the call
centreand ultiamtelyscale their company
Sales consistency should theoretically be easier, but it’s actually what most brands struggle with most.
After all, we’re experts of profitable scale, and when it comes to scaling supplements, we’ve run some of the top weight loss offers on Facebook, period. It’s not unusual for us to scale clients’ campaigns to the point where they’re spending more than $100,000 in ad spend over a single weekend.
When it comes to consistency and a steady, predictable stream of customers, however, there isn’t any agency out there that can truly guarantee that. If they do… they are full of you know what.
This will be a challenge for everyone, at least from time to time, because the Facebook Ads platform has never been a stable one.
When it comes to instability in Facebook Ads, there are three main reasons that cause the disruptions in consistency. Let’s take a look at each.
1. New Competitors in the Market
If your offer structure either isn’t strong enough or isn’t a good fit for how your audience is most likely to interact with your business, it only makes sense that the funnel itself won’t be effective.
We all know that Facebook runs on a bidding system, and users who bid more have an advantage in the system. The reason that Facebook works on a bidding system is that there’s only so much ad space, so the highest bidder will have an edge at getting their ad served to the best potential customers.
At any one time in the Facebook world, there is a set number of customers that would be interested in buying a weight loss product, for example. When new competitors enter the space, they can theoretically outbid you (even by a few cents), earning them better placements with those customers and potentially snatching up all your potential customers for themselves.
And here’s the kicker– they don’t even need to be weight loss supplement competitors in order to steal away those customers. They can be any other brand from any industry that is targeting the same user.
The up and down movement of customer acquisition, therefore, is almost a given because of how the marketplace works. New competitors with strong offers are always coming into the space because everyone knows facebook is where it’s at when it comes to acquiring customers in the health and wellness space (given the demographic of FB users especailly)
So what can you do to combat this? We work on always increasing your allowable cost per click so that you can stay competitive. The best way to do this is by increasing your customer’s lifetime value (LTV) in the front end CVR of the offer. This will allow you to spend more to acquire customers and profit more in the long-run, too.
2. Creative Fatigue
You know that rush you get when you find the perfect balance of winning creative, where the messaging really seems to resonate with your target audience? It’s a great feeling.
Anyone who has spent any time on Facebook Ads will tell you, however, that one campaign’s lifespan is a little shorter than you’d expect. If you only have one image that’s really working and it’s being shown to a relatively small audience, the ad’s effectiveness is going to quickly fade as users start seeing the campaign several times over. Creative fatigue is a reality that every campaign will have to face; there’s no ad so great that it doesn’t have an expiration date at the end of the day.
That expiration date, by the way, is a lot shorter than you’d likely expect. In our experience, we’ve found that you’ll get at best three weeks of a campaign at a significant scale (50K a day) before the creative and audience (set at 2 million person targeting spec) are pretty much burned out
The solution to this is clear. You must have multiple high-converting creatives that are based on the winning “concept” of your best ad, plus you should ideally be targeting multiple audiences as welll. Steel Supplements does this in the examples above, using different creatives and messaging in each campaign to keep things diverse.
This will give you more content, which means less ad fatigue and therefore more consistent results. Multiple campaigns will not only help you assess what works best, but it will also smooth out the highs and lows; if one campaign starts to fatigue, the others will pick up the slack.
3. Changes in The Algorithm
It’s difficult to keep your customer acquisition consistent when Facebook keeps changing the algorithm…We all know this. The game is more challenging to win, after all, when you don’t even know the rules
For example, if you ad contains the word “weight loss” your CPM will be $80+ and no one can scale at that CPM level. This wasn’t the case a few years ago.
Trial and error really is the only solution to this when an update happens, and it becomes exceptionally tedious when you need to continually troubleshoot every time new changes are made– especially since the changes aren’t even announced the majority of the time.
Working with an experienced agency in the industry is the extremely advantageous for this purpose, because they’re able to assess a massive amount of campaigns at huge scale to more quickly determine what these changes could be. They’ll be able to determine the cause of drop in volume faster than any in-house team could and get you back on track as soon as possible…
Facebook has exceptional customer acquisition power, but it has its limits. Facebook’s true strength, after all, lies in acquiring new “cold customers,” but the challenges of reliability and predictability are a factor that you need to consider.
While Facebook Ads can be massively unpredictable, however, we do know that most fluctuations are happening because of the three reasons detailed above. Knowing
It’s also important to note that if your campaigns’ performances start to drop, don’t get nervous completely stop everything. You aren’t the first company to experience this and you won’t certainly be the last. Adapt as necessary, and if you aren’t sure what your next steps should be, reach out to an agency (like ours!) that has years of experience navigating these changes first hand.
There you have it. These are the 4 trends we’ve found that prevent supplement funnels from being successful. By troubleshooting your funnel and applying our recommended strategies to it while fleshing it out, you’ll increase your chances of success and maximize both your results and your ad spend all at once.
Onwards and upwards,