#marketing-paid
Thread
My top TOF spender takes about 35% of my ASC spend
Last 2 weeks, CPAs are out of control (while soft metrics are still okay, only CVR is down), killing our overall efficiency.
Should I risk testing turning it off 2 weeks before BFCM? lol
How's blended performance? Still looking good? If not, I'd just kill the ad
I had the same issue recently. TOF spender was consistently getting 60-80% of total campaign spend. Initially CPA was ok-ish, but then got out of control. I killed the ad, and relaunched the same exact creative as a whitelisting ad (a fake authority FB page I created). It’s now still getting decent spend but CPA is suddenly way better. + now other creatives are getting more spend too, and the overall efficiency has improved a lot.
when you say TOF spender takes 35%, what are you referring to?
If you actually have TOF at 35%, that is way too low. I'd want that at 70-80%+
Do you think this could be audience saturation? Have you been running these TOF ads to the same audience for a while?
@Theo van Wyk @Romiel Clarke @Nativ Yanko what are your thoughts on this one?
What are the other metrics like CPM etc.? Also what's your frequency on new customers?
Blended is down, when your best player starts shooting poorly, the team can't win lol @Hamza Malik
Im referring to how much spend this one ad is taking (35%) across the entire account @Fergal Dinan
<@U07M5S9QD63> could be fatiguing, but this ad is only a few months old. our other top spenders have run for over a year.
@Nativ Yanko all other soft metrics are standard across our account based on L90 - CPM/CTR/everything is in line, just CVR has dropped significantly
Meta has been all over the place the last few weeks as well. not on all accounts, but it's visible and if you go on twitter you can see the problems people are facing. I see it in a few accounts - best performing ads that have consistently had great performance all of the sudden tanking.
I'd say shutting off best ads this closely to black friday could risk things going in an even worse direction, so I would avoid trying to fix it by turning ads off that are high spenders, and instead try launch an ad that could do better.
ya thats the worry. a little too close to BFCM to be experimenting with big spenders @Fergal Dinan