hey everyone Gabriel here and in this video I’m gonna be talking about how you can deal with Facebook Ads inconsistencies and what to do when you just aren’t able to get consistent results with Facebook Ads so this is one of my stores here and as you can see today it’s at 1.7 K in sales but if I go back to the start of the year you’ll see that in January I was doing bigger numbers with this store so yeah so the start of January you can see that I was doing about 5k all the way up to 10k a day with this store but then it quickly started crashing down and then there was Chinese New Year which I was scaling down for and now I’ve been trying to bring it back up to the levels at which it was at before so 5 to 10k a day and you know I’ve been dealing with a lot of inconsistencies and so I want to show you guys how I’ve been dealing with them and still managing to gradually keep on scaling to at the point where it’s now at 4 5k a day on average and so that’s what the video is gonna be about and let’s just get right into it first off I want to talk about why these Facebook Ads inconsistencies happen because it is normal and once you understand why it happens then you’ll be much better equipped to you know take action and fix it so the first reason why is that Facebook Ads is an auction platform which means that there’s a lot of external factors and so you know it’s naturally it’s not going to be consistent because some days you’re gonna have more advertisers bidding towards a certain audience there’s all these external factors that you can’t control because it is an auction platform and I’ll talk a little bit more about how the auction works but that’s the first thing you need to know is that just because it’s an auction platform there’s going to be a lot of inconsistencies now the second reason is that there’s not enough ad space proportional to the amount of advertisers that are currently advertising on facebook and that’s why you can see facebook rolling out all these new placements you know Instagram story marketplace placement and they’re almost forcing you to use those placements and the reason is is that there’s just not enough room on the Instagram and Facebook feed for the amount of advertisers who are trying to promote on there and so the result is that it’s very very competitive and only the best ads the best advertisers get to advertise because there’s just not enough room for all the advertisers and so the result is that campaigns fizzle out if you don’t win enough auctions if you aren’t if you if you don’t deserve to win the auction if there’s advertisers doing better than you in that same auction your campaigns will fizzle out and you will not get consistent results now I pulled up this image from Facebook to show you how the auction actually works and basically they rank ads based on a total you so this total value is what’s used in the auction and how they calculate this total value is a mix of advertiser bid so this is how much you’re bidding so if you’re doing the lowest cost bidding which is the standard way this doesn’t this isn’t really a big point of focus for you because it’s gonna bid however much it needs to so the second the second component is estimated action rates now this is basically your conversion rate and if you know if you look into detail it actually shows you what their estimated action rates are and so the first one is estimated click-through rate on your ad and the second one is the estimated click to conversion rates so if you’re optimizing for purchases they’re gonna measure the click to purchase rate and so they’re measuring they’re measuring this estimated action rate right away as soon as you start running your ads and then if they see that it’s good you know this is gonna help your total value and you’re gonna win more auctions if your estimated action rates are bad that means that your total values gonna go down and you’re gonna stop winning auctions and this is when you can’t paint fizzle out now the third part of the auction is the user value this is you know the user experience on Facebook this is one of the most important parts 12 to Mai’s for as well because this is what Facebook really cares about at the end of the day is that their users have a good experience and how you measure this user value they give us a metric for this and it’s the relevant score so you know if you have a high relevant score that means that your user value is good and that’ll help you win more auctions if you have a low Rev relevant score you know your user value won’t be good and it won’t you know you won’t win as many auctions now this is it’s a mix of all of these three things right it’s not only one of them you don’t if you have a good relevant score it doesn’t mean that you’re gonna win a lot of auctions you need to have all of these in place usually what happens in my experience what I see happening is that the estimated action rates aren’t high enough and then you don’t win enough auctions and your campaigns will fizzle out so that’s how the Facebook auction works and now that you understand that we can get into how to deal with these inconsistencies so the solution is basically to test more do more testing new ads and new audiences and the goal of doing this is to find matches of ads Plus audiences so you want to find ads that match a specific audience that way you can get a high user value so highly relevant score and you can get the estimated action rates that you need in order to get consistent results and the only way you’re going to do that is to test a lot of different audiences and creatives and find the right match between the audiences and the creatives so what you can do is if you’re experiencing inconsistencies if you have an audience that was performing well before so you had you know a look-alike audience the cat took our look-alikes for example that we’re doing really well or a specific interest then you should test that audience with new ads if your ads aren’t consistent test that audience with new ads and try to find a good match of audience and ad and then once you do that you know and the relevant score is a good thing to keep track of but also just the estimated action rates that you’re getting are people clicking through on your ads and are people purchasing through your ads and when you find a good audience and AD match that’s when you’re going to be able to get consistent results so yeah if you have an audience that was performing well before test it with new ads and if you have an ad that was performing well before test it with new audiences I wrote here small changes can make a big difference so just a different ad copy write like a different headline in your ad copy that can appeal to different audiences which will you know create a different click-through rate it’ll get you better relevant scores and basically a better audience ad match to help you win more auctions another thing that you should be testing when you’re getting inconsistencies is testing new angles and that gets thrown around a lot you know test new angles but a lot of people don’t understand what that means and what it means it’s basically focusing on a different pain point or a different emotional benefit of your product as the main thing that you’re promoting in your ads right so that’s the main angle of your ad and you want to test different angles so for example if you’re selling a posture corrector which is really popular product if you’re selling a posture corrector the obvious pain point is poor posture right so you could have ads running you know improve your posture fix your posture something like that and then if that’s stopped working really well you could test a different angle so instead of you know posture you could talk about the health problems that come with poor posture right so relieving back pains instead of improving posture right that’s just an example of testing a new angle testing a new angle can make all the difference like I said and then you’ll get you’ll get different estimated action rates and different relevancy to the user and that can make all the difference for your ad so this is definitely something that you want to test as well now this one here new ad formats this is also something that can make a big difference so I showed you at the start in my store how you know it was doing 5 to 10 K a day then it went down to about 1k day and now it’s doing 4 or 5 K a day again what I did the main thing that helped me get back on track was testing new ad formats so in the past I was testing only the long format so you know forty thirty to forty second ads thirty to forty five seconds I decided to test a short version of that ads so I made an ad that’s only 15-second fifteen seconds long before it feeds right still four feeds but just shorter so instead of a forty-five second video I tested a 15 second video and that performed a lot better and so I was able to scale that ad and that’s one of the main odds I’m working with right now so you definitely wanna test different ad formats right see how your audience reacts to a long video versus a short video and when something is working you want to double down on it now this is obvious but when you find an audience creative match so you find an audience that’s performing well with the specific creative that’s when you really want to double down on that and you know start scaling that because you won’t find that many perfect audience creative matches but when you do you should really scale it and you won’t be you won’t feel a lot of resistance scaling is something when it is a perfect audience creative match right if you’re struggling to scale something that’s usually not a good sign that means that you probably need to test more and find a better audience creative match to scale so I wanted to add this into the presentation so this is my higher key of testing and this is basically all the different things that I usually consider testing ranked in the order of the impact that it can have on your results so the first one is your marketing angle so the main pain point or value proposition that you’re focusing on in your ads so changing this testing this can make the biggest difference in terms of your results now the second thing is your video or image ad right so testing a completely different video or image obviously this is going to make a huge difference and I put in brackets krill stopper because I talked about this in a lot of my other videos but when you’re testing different videos all you really need to change a lot of the time is the scroll stopper and that can make a really big difference now like I just explained on the slide before testing completely different formats of testing you know a shorter video format can also work very well and so this also goes in that category so testing a different video or image ads that’s the second most important thing in my experience now number three is thumbnails thumbnails can make a really big difference even though most platforms have autoplay on for videos testing different thumbnails can still make a really big difference for those people who don’t have autoplay on number four is your ad copy your high copy can make a big difference especially the first line of your ad copy but you know I put it number four because it definitely doesn’t have as big of an impact as a different video or a different marketing angle number five is the headline on your ad this can make a big difference as well and number six a CTA your call to action so testing you know shop shop now versus learn more this can make a very small difference but it’s enough of a difference that it’s something that you should consider it testing alright everyone so that is pretty much it for this video now before I end it I want to quickly give you an update on my course econ blueprint and for those of you who haven’t heard about my course yet basically I show you exactly how I started and scaled a new store to over a million dollars in sales in just five months and everything is case study based now it’s been just over a month since I launched the course and so I want to show you some of the results that people have been getting inside of the private group because it’s really it’s incredible so this guy here was able to scale a store to over 50k a day you know which is insane because he was saying that just a few months ago he was losing money and you know he was just starting out and drop shipping and in total I think he was able to do over 400k and just like one or two months something like that and eventually he got his PayPal account limited and so he had to slow down a bit and now he’s working on fixing that but still crazy success story another one here eight K a day you know these are all inside of the econ blueprint private group so that’s the private group that comes with the course 112 k in fifteen days ten point seven K in one day and this one here the month of February notice how sales started to increase significantly just after Gabriel released his course so you can see this is when I released the course and his skills really just his sales really just skyrocketed after that and this one here so he posted a video showing his stats and he did over a hundred thousand dollars in 30 days with 45 percent profit and he was following exactly the blueprint that I share in the course so if you want to join in you can use the discount code say 54 $50 off and I’m gonna be turning off this discount code very soon because a lot of people have been taking advantage of this offer so yeah if you’re interested in joining make sure to join soon like I said you can use say 50 to get $50 off all right so that is it for this video I hope you enjoyed it and got a lot of value out of it if you did please make sure to leave a like and subscribe I really appreciate it and supports the channel and leave a comment below telling me what you want to see next and last thing if you haven’t yet make sure to join the econ mastermind group on facebook it’s going to be one of the first links in the description and it’s a community of active ecommerce entrepreneurs we’re at over 23,000 members now and so if you haven’t joined yet you really should because there’s a lot of value that gets shared in that group and so on that note I hope you enjoyed it and I’ll see you next time