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Boost Your ROAS with This BIG Facebook Ads Change

Published on: November 17 2023 by Nick Theriot

Boost Your ROAS with This BIG Facebook Ads Change

Table of Contents:

  1. Introduction
  2. Why Turn Off Facebook Ads?
  3. Understanding the Boat Analogy
  4. The Impact of Turning Off Ads
  5. The Fluctuations in Performance
  6. The Role of Facebook in Ad Distribution
  7. The Benefits of Leaving Ads On
  8. Finding New Winning Ads
  9. The Slower Decrease in Performance
  10. Recommendations and Conclusion

The Impact of Turning Off Facebook Ads

In the world of online advertising, Facebook has become a dominant force. With over 60 million dollars in online ad spend, it's no wonder that businesses are investing heavily in Facebook ads to grow their revenue. However, there seems to be a growing debate on whether or not to turn off Facebook ads. In this article, we will explore why I'm no longer turning off Facebook ads and why you should consider doing the same.

When managing a Facebook ad campaign, it may seem logical to turn off ads that are not performing well. After all, why continue to spend money on ads that are not generating the desired results? While this may seem like a good strategy, it may not always be the best approach. To better understand this concept, let's delve into an analogy.

Imagine a group of individuals carrying a 200-pound boat. Each person in the group contributes their effort to lighten the load. Even if one person is not exerting their full effort, their contribution still makes it easier for the rest of the group. However, if we were to remove a few individuals from the group, the workload for the remaining members would increase significantly. This extra burden would cause fatigue and slow down the progress of the entire group.

The same principle applies to Facebook ads. When we turn off ads that are not performing well, we are essentially removing individuals from the group. This creates more workload for the remaining ads, leading to decreased performance. While some may argue that turning off poor-performing ads allows for more budget allocation to better-performing ones, this approach may not always yield the expected results.

Facebook's algorithm is designed to distribute ad spend based on performance. It determines which ads can lift more weight, so to speak, and allocates more budget to those ads. By turning off ads, we limit Facebook's ability to optimize the distribution of ad spend, potentially hindering overall campaign performance.

In my experience, I have found that leaving all ads on in the main ad set, even those with higher costs per lead or conversion, ultimately leads to more stable campaign performance. The goal is not to obsess over individual metrics but to focus on the overall impact. By allowing Facebook to run all ads and optimize spending, we give ourselves the opportunity to find new winning ads that can drive better results.

Of course, this approach does not mean blindly leaving all ads on indefinitely. It is essential to regularly evaluate the performance of ads and identify those that are not contributing positively to the campaign's goals. However, instead of immediately turning off ads that are not meeting the desired metrics, it may be more advantageous to first explore new winning ads and gradually phase out underperforming ones.

In conclusion, the decision of whether or not to turn off Facebook ads is not a straightforward one. It requires a deep understanding of the Facebook algorithm and its distribution of ad spend. By leaving ads on and allowing Facebook to optimize spending, we can potentially achieve more stable campaign performance and uncover new winning ads. So, the next time you consider turning off your Facebook ads, think twice and give them a chance to contribute to the success of your campaign.

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