Everything was going fine; I had some good ads in a successful Facebook campaign, and then suddenly I hit a wall. Clicks dropped, I stopped getting impressions, and now sales have dropped. What could be the problem?

This is one of the most common questions we hear, and it’s a lot like asking, “How long is a piece of string?” A lot of things could be the problem. Maybe you got priced out of your market all of a sudden, or maybe your audience is tired of your ad, or perhaps your CTR was too low so Facebook decided to stop showing your ad. Maybe your ads had a red border that made them stand out, right up until everyone else saw your success and copied you. Maybe your target audience has seen your ads so many times that it just ignores them.

Who knows? Whatever the reason, you need to start over. The good news is, it’s much easier now because you know that the results are possible, and you know that you have achieved them in the past. You’ll want to show all new ads to all new people to bring life back into your advertising.

Begin a new campaign. Create brand-new ads with new images and headlines. Go back to your initial market research and see what likes/interests you might be able to target with your new campaign.

It’s important to make sure that all of your pages and links actually work. Sometimes a server goes down or a redirect fails. Sometimes Facebook changes its code or policies and things stop working. So, you’ll want to check that you are advertising according to its current Terms of Service.

Next, check your campaign bidding strategy and make sure you’re not priced far above or below the suggested bid. If you’ve been outbid to the point where your ads are not relevant, then you can try to wait it out and see if the higher-priced competitors go away after a few days. But if not, try increasing your maximum bid until you begin seeing a steady flow of impressions.

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