How to Deal with Facebook Ads Inconsistency
Table of Contents:
Everyone experiences this problem. Everyone tries to fix it. Few know the causes. Very few know the solution to Facebook Ads inconsistency.
So what is it exactly?
As most of you know, Facebook Ads platform behaves like an online auction where thousands of companies fight for the right to show their ads to a smaller portion of potential buyers.
This internal competition creates inconsistency, whereby your very successful performance for one month can drop in the next one even if you do everything in the exact same way.
1. So what are the causes of Facebook Ads inconsistency?
a. Limited number of potential buyers for a certain product at a certain period of time.
Facebook is a huge field for online commerce, but even here, among 2 billion of users, only a small part can potentially purchase your product whatever it is.
On top of that, with each purchase, this number is getting smaller. That is why gurus of Facebook Ads always say that evergreen marketing campaigns are the most difficult things to build.
b. Increased competition for the best spot in the newsfeed.
So, imagine you are having this very accurately identified audience of 300,000-500,000 people that are very likely to buy your product. Sounds good, right?
Now imagine that there are over 5 million Facebook Ads active business accounts, among which 1,000-2,000 are EASILY selling something similar to what you are offering. AND you are left with 3,000-5,000 potential sells if we talk about equal share.
c. Specific competition factors, such as time of the day and how well your competitors work.
Yes, there is no such thing as equal share. Each one of your competitors will try to win over a larger piece of pie, leaving you with even less that these mere 3,000-5,000 people.
ON TOP of that, depending on where, when and what you sell, peak hours might be at night or midday. Most potential buyers may live in specific locations. Every tiny detail can distort your performance if you neglect it.
d. Facebook trust and your reputation.
This EXTREMELY important factor is often neglected.
It is not a secret that Facebook loves to make money, so if you are a business that sends them a larger amount of $ consistently comparing to your competitors, you are likely to get prioritized.
Moreover, it considers many safety details. For instance, Facebook does not trust the PayPal payment method, which makes companies that use it be at the bottom of the auction list most of the time.
Overall, the more solid and consistent your monetary performance is the higher you are in the Facebook priority hierarchy.
2. Facebook ‘total value’ ranking strategy
So, as Facebook says, they have a very special formula that determines your spot in the ‘waiting list’ for the next potential sell. Let’s look into it.
a. Advertiser bid – here, you have many options to choose from based on what goals you are seeking. You can set up a ‘bid cap’ and follow the lowest cost bid strategy or choose the ‘cost target’ and go for a target cost bid strategy. Of course, you need to understand that if the bid cap of your competitors is higher, they are over you in this part of the formula.
b. Estimated Action Rates – this one is very tricky, and this is why Facebook trust is so important. They collect and check your historical data about purchases and spends to see if, disregarding the neat creative that you are going to deliver, you had success before.
Here, you also need to remember that the Facebook machine pays attention to your eCPM – effective Cost per 1000 Impressions.
c. User Value – here is where the ‘mysterious’ relevance score comes to play, which is now divided into ‘quality ranking’, ‘engagement rate ranking’, and ‘conversion rate ranking’. Basically, if you get a high number of CTR link click-through rate, a relatively low number of people who click on ‘do not show this ad again’, low CPC cost per link click and so on, you are likely to strike high in these 3 new categories and get your ad moved to the priority ‘waiting list’.
3. So how do you fight this inconsistency?
There are always ways to remain profitable over time if you do not leave everything on its own. Facebook Ads management is about continuous testing, trying and searching for the new winners. Overall, here are the things you need to consider to avoid inconsistency:
a. Build a ‘Value Ladder’ for your business
This is probably the most effective method to deal with the inconsistency in your sales and avoid significant losses.
In essence, a proper ‘value ladder’ helps you get an offer for any of your potential buyers disregarding their financial capabilities.
Take time and consider what you can give your buyer, WITHOUT losing profit in the end.
For instance, you are selling online courses for proper vegan nutrition:
– At the bottom of the ladder, in your first offer, you offer a FREE PDF file that contains 10 most typical mistakes that people do when going vegan;
– Then, you increase value and offer a FREE trial for your first course lesson;
– You offer a book that contains 100+1 proper vegan recipes for $27;
– You offer your online course for plant-based nutrition for $47 for one month or $97 for six months;
– You offer a plant-based vegan course PLUS that includes a lifetime access to all future courses as well and your personal feedback for $247;
– Your personal consultation on proper dietation based on a specific client’s physiology for $700.
As such you build a ladder, where, on each following step, you increase the price, BUT ALSO increase the value offer.
b. Add a subscription offer to get constant payments from your buyers every month.
EACH of your customers can bring in even more value if you make them subscribe for your course/product delivery/consultation – anything whatever you sell can be used for subscription.
It has become even easier with Shopify added a ReCharge platform for recurring billing, where you can easily transform your one-time-sell into a subscription offer that will give you $$ every month.
c. Continuously test new creatives, new audiences, and new targeting strategies.
You should always be in the search for new audiences that no one else or only few have found. More so, you should look for audiences or successful ads that your competitors have discovered and try to mimic their strategy.
Test different video lengths, different texts (e.g. testimonials, emoji-included etc.).
d. Even if some ads work well for you, sooner or later you should update them to not bore and scare off your winning audience.
Monitor your Ads frequency to make sure that none of your well-performing audiences are getting to watch the same creative several times.
e. For the same ad, try to test everything that you can.
For instance, you absolutely MUST test different first 5 seconds of the video. Think about it – if do not manage to let a person watch at least 5 seconds of your ad, WHY ON EARTH should they click on it and, more to that, buy something from you?
Same for the thumbnails – even for exactly the same video, some thumbnails can grab people’s attention much better comparing to others.
f. Try to change the angle of your approach towards creating ads.
Say you are a company that sells sportswear and you tried hard to create videos where handsome athletes would look very nice in your merch. BUT for some reason, it didn’t work out.
Change the angle – talk about versatility – show how big your collection is in terms of different sizes or colors so that everyone, not only athletes, should wear your products.
Talk about how beneficial your sportswear is comparing to others – cost, water resistance, robustness.
Anyways, however obvious this sounds, but the best way to fight inconsistency is by CONSISTENTLY trying out something new. Remember that and use that for your own benefit.
4. To wrap it up:
Always remember the so-called Maximum Impact Testing Sequence – what should be your top priority for testing the ads:
a. First 5 seconds of your video ad – this aspect is absolutely CRUCIAL as it mostly identifies whether your potential buyer will go to your landing page;
b. Product advertisement angle – as we already mentioned, you need to find that exact spot which will help you identify what your potential buyer ACTUALLY needs;
c. Your video thumbnails – they are your attention grabbers – your way to make one click on the video. You can test 5-10 thumbnails of the exact same video to see what works BEST;
d. Copy of the ad – of course, you need to test different copies of videos and pictures to see what content is most APPEALING to your public;
e. Your headline – probably, it’s the only part of the text that most of your audience will read – make it a literature MASTERPIECE.
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So, what are you waiting for? Go and check your metrics, make some new creatives to test, and work-work-work! Do not let your competitors get ahead.
ALSO, let us know how YOU handle the inconsistency problem. Let’s share our ideas and boost our sales together!
Every month I choose a few entrepreneurs to personally help them scale their Facebook ads and businesses.

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