This is not an article about meta-exaggerated results, nor is it a conversion you should not trust in the advertising manager. Your responsibility has an entire topic that correctly interprets the conversion results.
Instead, it’s about the danger of one ad converting and another without overreacting. Let me explain…
example
Suppose you are conducting a sales campaign. You will find that two ads are taking up most of your budget. But one ad has a higher conversion rate than the other.
Instinct may be a tinkerer. Maybe if you turn off ads that don’t have that many conversions, you can spend your budget more efficiently.
While this may seem like a reasonable approach, doing so may actually hurt your results. Ads that seem to perform lower are likely to have a key role.
Complex customer journey
A journey to know a customer usually involves seeing multiple ads. People may also see different versions of your ads in different locations. Your customers may be affected by all these impressions, but they only take action.
Although the final ads inspire the final conversion and gain credibility, other ads or ads may still have value. It is very likely that the converter will see other ads first. They contribute to the interests of the end customer.
And, most importantly, maybe without that initial ad, they won’t end up converting. That’s why you actually get worse results by “optimizing” your ads and turning off some ads.
It is important to remember that the customer journey is a complex one. Ads that gain credibility are just part of the story.
Missing data
Unfortunately, we don’t get data that helps emphasize this. For example, it would be helpful to know how many different ads a customer sees on average and which ads they see (not just those that gain credibility). But we don’t have this information.
Unless Meta wastes your budget high in a low-performing ad, keep moving forward. Often, the reason for the ads to get impressions.
If you need help with advertising strategies, please book with me some time. Please visit www.jonloomer.com/coach.
