Workflow for Fixing Campaigns that Don’t Spend the Full Budget

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Okay, so this video is going to address a question that I’ve been getting quite a bit lately from people having problems with their ads not using budget or showing fully.

Now, people want to know, well, why is that? And then they isolate it down to one little thing. But the problem is, then it’s usually that’s a very incorrect thing that they’re isolating it down to. There’s a lot of factors that are going to play a role in this.

I’m going to break this down into two different types of factors that you need to look at and then give you some ideas of what those factors are so you can look at them and determine what you might need to change in order to get your ad to display.

So, first off, you’ve got intra-campaign factors and then you’ve got intra-account factors. Your campaign factors are the objective that you’re using on the campaign. The audiences that you’re targeting, the bid strategy that you’re using, and the different ways that you’ve structured your settings inside of the ad set.

Now, on top of that, you have the performance of the ad itself. So, if your ad isn’t performing as other ads to that target audience, then Facebook will throttle it and it won’t show or display or use your full budget, even if the audience is big.

So, if you see that you have the front-end indicators that are normal to other ads that you run that don’t have any problem running using the budget and spending all of that, especially if the audience size is big enough, then you know you don’t have a creative problem. That’s how you evaluate the creative.

Assuming that it’s not a creative issue, then you got to start running through your settings. If you are getting spend but it’s not using the full spend, usually the indicator there, that means that the bid is too low. If you’re using automatic, that means switching to manual and bidding up. If you’re using manual, that means increasing your bid.

Now, if you’re not getting spend at all, you’re getting hardly any spend, sometimes that can be the fact that you are using manual bidding and switching to automatic can fix that.

Other times, it could be something with your settings in your account. I see oftentimes people will put the wrong kind of exclusion on there, where it messes up the way that the ad set delivers or you’ve got so many different ad sets going to the same audiences or similar audiences, that you create a whole bunch of overlap in your account and then you don’t have everything showing properly.

Those are the factors that are going to play a role in that. Your audience, your settings in there with your bid strategy, and then any exclusions and stuff that you’re using.

Now, the other factors that you have are intra-account factors that have nothing to do with the campaigns, but your account and how people are perceiving the account. One of them is your customer feedback. You really want to be going to this URL:  Business.Facebook.com/Ads/Customer_Feedback, and this will give you your feedback score for your page.

Now, you can select any page and it will tell you if you’re under penalty. So, like this particular page is actually penalty right now, meaning that Facebook is throttling their ads, they’re not showing them, and they’re giving poorer quality traffic. You could be getting this right now, which may be affecting the deliverability of your ads.

Another thing you have to look at, if you go to your actual page in Business Manager, this is my fan page, and you go to settings, under the “more,” there’s this page quality here. I don’t have any restrictions or violations here, but you might. And if you do, then this is going to affect your ad performance, your account’s ability to display ads, for the quality of traffic that you get. Plus, you also have some factors with billing as well. If the billing is not going through consistently, like you get some payments that don’t clear and stuff like that, that will affect the performance.

Those are the things you have to look at and if it’s some of these intra-account things and it doesn’t have to do with settings or the creative, there isn’t anything that you can do about it other than not advertise with that ad account or fan page.

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To the victor belong the spoils,

Jason Hornung

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