Okay, after you’ve scaled for a while and sold tons of products, you’ll notice that some of your better-performing campaigns will start to perform worse.

That’s normal when we scale up campaigns.

The automated rules we created since the first day will help us control our budget and save us from too many losses.

However, we still need to fix some things manually.

There are three things I always do when I have to cut my campaign losses.

I’ll check the stats from the past three days, then do these three things:

1. Pause non-performing Ad Sets.

When I start seeing the overall cost – especially the cost per purchase – increasing, I’ll go to the campaigns that have a high cost per purchase and check the Ad Sets inside them.

Then, I’ll check which Ad Sets from the past three days had a cost per purchase higher than I can accept. I’ll pause them and add “PAUSED” to the Ad Set name.

I add “PAUSED” to the Ad Set name because I want to pause this Ad Set permanently. It won’t be restarted by an automated rule.

If you forgot about Automated Rules, there’s one that will restart all Ad Sets.

Recall:

If we add “PAUSED” to the Ad Set name, this Ad Set won’t be restarted ever again.

2. Reduce the daily budget by 20%

If the campaign’s performance remains poor after I pause my non-performing Ad Sets, I’ll reduce its daily budget by 20%.

You might remember that I said, “DON’T CHANGE THE DAILY BUDGET”. That’s for the well-performing campaigns. If a campaign starts getting lower performance, we have to lower its daily budget.

We’ll reduce the daily budget by 20% and let it run again for a day.

If the cost per purchase goes down in the next day but is still higher than the breakeven point, I’ll reduce the daily budget by 20% and let it run for one more day.

We’ll do this for 2-3 days.

Roughly 50-60% of the time, a campaign’s performance will improve after we lower its daily budget.

It’s like Facebook realizes that we’re unhappy with the results and is trying to find a better audience.

If the performance is still poor, we’ll follow the next step.

3. Pause non-performing campaigns.

If we find that pausing non-performing ad sets and reducing the daily budget doesn’t help, it’s time to say goodbye to this campaign and pause it permanently.

If your products are still selling with other campaigns, you might duplicate this campaign again. The good performance might return.

I often do this when I have no idea what to do. Sometimes, Facebook will reset its performance and show the ads to a new audience.

So, try it.

But if the campaign is still no good, it’s time to start looking for a new product to promote.