Question

Hey guys, every time I launch a campaign it gets really cheap sales early and then CPAs go up horribly. Check out these campaign stats for a $100 product. 1st day: $25 CPA x 4 Sales 2nd day: $18 CPA x 6 Sales 3rd day: $53 CPA x 2 Sales 4th day: $98 CPA x 1 Sale This happens 90% of the time I launch a new campaign. If I duplicate the same campaign, I get really good results early and then it starts to suck again. Also Ad Sets never seem to get out of learning phase. Any tips?  

Answer 1

The issue is FB keeps trying to sell to the same people who aren't buying and it keeps charging you. You need to set up exclusions so that FB is forced to find fresh audiences. Its the same issue with newsfeed, you keep seeing the same people. You need minimum two campaigns. One for prospecting, and second for retargeting. The prospecting should be set up to always exclude your retargeting audience so it always finds new people. In a nutshell that's how you keep the CPA going haywire.