Question

Our ad cost surged 2x overnight and 4x in 24 hours . Any idea what caused this? For example: we were doing 4x roas, with 10, 000 reach today consistently. The result declined to 2x roas overnight, with just 5, 000 reach. And one day later the result declined to 1x roas, with 2, 500 reach . Nothing has changed in terms of budget and settings. Appreciate it if someone can shed some lights on this.  

Answer 1

Pandemic cheap ad cost is almost over. Simple as that

Comments

@soho871 yep my guess.  

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Dont understand why people are surprised about that

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Sorry but it really isnt that. Experienced $6 cpms which reverted back to $16 cpms some 2 weeks back. Please look qt you auction competition.  

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@brahear Lol if you say so

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@soho871 whatever.  

Answer 2

Since couple of days , I am also facing the same issues

Comments

@fusco since when? Was it similar issue?  

Answer 3

Experiencing the same thing today

Comments

@bozeman6 is it as drastic as what I described?  

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Yes pretty much CPM went from $20 to $40 with no reason, had to reduce the budget because the ad was performing very well in days

Answer 4

How about your audience size? Maybe your've already reached your target audience and should try a new audience. Also look for the Frequency. If you have a high frequency, you can try changing your ads.  

Comments

@sholes if we've exhausted our audience, result will likely drop gradually. It won't be like now declined 4x literally overnight

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@sholes ad somewhere 10-14 days old? FB rep swears to me thats their new expected decay of an ad.  

Answer 5

Same thing. When into stats and the auction competition has increased 30% compared to the average

Comments

@farmelo my ads have minimal overlap (2%). You can see that in the stats as well.  

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@farmelo our targeting been the same. Plus when you have a smaller audience size, audience overlapping wouldn't affect the cost too much. Either it's people are spending excessively now or FB has an issue.  

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Or the stimulus checks have run dry lol

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@brahear mind sharing your advice on how to go about manual bidding?  

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A bit long mate, but changing my bid every 3 hours depending on the metrics. It has allowed me to keep afloat at a 10% profit. Much higher before then.  

Answer 6

Page score perhaps?  

Comments

@kentonkentucky3609 3. 1 . So not affected

Answer 7

Ad fatigue

Comments

As in creative?  

Answer 8

Have you checked your page score? That could be one of the potential reasons.  

Answer 9

What type of campaign? Conversions, Reach or traffic etc?  

Answer 10

How long running ?  

Answer 11

Without knowing what market, what audiences and what your advertising it’s difficult to say. This looks like a mixture of the pandemic affects on cheap CPM’s dropping as people go back to work and bricks and mortar stores opening back up. Plus this looks like a classic case of too much budget into a small audience, driving up frequency and thus the reason why you’re seeing such a sharp decline each day. But without proper context on audiences, products and market nobody can tell

Answer 12

Check your ad frequency. Check also if you are not having any penalties on your ads like 'poor landing page experience' or any of those warning message you may have. Check also if CPM didn't went up during that time.  

Answer 13

Probably youre over 1. 0 reach so youre sending out too often to the same ppl

Answer 14

Bad days happen. When doing low volume that’s within margin of error. If your campaign was successful for a decent period of time beforehand, I wouldn’t touch it. Last thing you wnat to do is make dirastic changes due to one bad day

Answer 15

My CPMs went from around $15 to over $50 today  

Answer 16

Give us a screenshot of your metrics last 7 days and last 30 days because right now you don't give us anything to help you with