Written By: Shirley Yang
If you are running any new conversion ads, since early June, you may already noticed a drop of your ads' performance. Or more specifically, a drop of their daily reach.
Why is that?
Well, if you ever followed Facebook Newsroom, a June 30th blog post explains this in an quite obscure way.
In short, Facebook is now giving some ads a probation.
During the probation period, Facebook tends to push those ads to only a small group of audiences so to test their reactions. If the feedbacks are positive, your reach will be expanded. If not, you better stop waste your money on those ads...
This also perfectly explains why they always give a wide range of estimated reach. Though we noticed this estimated daily reach were available long times ago, since June the starting number starts from the least.
2> What Is The Relationship Between Reach and Your Ads Results?
According to those 3 days of data:
3> What should we do?
Always bear in mind, Facebook is trying their best to build a positive social environment, every update they implement are all about it. Therefore, the more positive reaction (feedback) your ad receives, they more audience it will be able to reach, and vice versa.
But now you may ask, how can I know if my ads will get positive reactions or not?
No one knows, even Facebook does not know before you launch it...
The only thing I know is, you don't want to test only one ad creation. Because you don't want to start over and over again if the ads you run could not pass their probation.
What I mean is, it is not important of what I think or what you think of an ad, it is all about how your target audiences thinks of it. And by running different ad creatives, testing different images, ad copies, and landing pages during the probation period, we have higher chance to find the right one, earlier.