You pour hours into creating 3 or 4 Facebook ads. You craft the perfect copy. Design images that look great, include a call-to-action AND pass the 20% text rule. When your ads get approved, you basically pop open a bottle of the bubbly and celebrate at your desk.
Your ads start running (which means you start paying Facebook whether you like it or not). You find it impossible to stop checking your stats every 6 minutes; even I ignore my own advice to wait at least 24 hours to check on a new campaign! Running Facebook ads is a lot like the roulette table: you just can’t tear yourself away once you get started. And the winning, a.k.a. an ad that brings in conversions? Hello adrenaline.
One of the great things about running ads is that you can split test ad copy or images with a really small budget. That’s why you create a bunch of ad copy and images, so you can figure out which one works the best for your audience.
Except it doesn’t always work that way. You start to notice that just one of your ads is getting most of the impressions. Yes, it’s the same ad that people seem to respond to, and clicks and conversions are great. But wait! One or more of your ads isn’t getting shown at all! So you email me, post on my wall, or ask in a Facebook group: