1: Auction against yourself

The way ads work on Facebook is that you are in an online auction by giving your audience the ability to click (or do whatever is your goal) on your ad. You pay or when someone clicks on your ad or impressions and your competition is other ads targeting the same audience.
You should not worry that you are bidding for yourself, unless you run campaigns or ad groups that target the exact same audience.

Once you target the same audience twice with multiple campaigns or ad groups (at the same time), you have come into direct competition with yourself. You try to promote two different ads at the same location at the same time and target the same people.

The most likely thing will happen is that your campaigns have a lower return than you would like. If you have also set a maximum bid on your ads (limiting the value of the bid placed by your ads on the auction), you may see that your ads are not performing at all. This way you put your ads in a bidding war that can never win! You can rest assured that you will not earn either a click or a conversion above.

What to do:Avoid simultaneously targeting the same audience with multiple ads or campaigns. If you need to do it (you might want to create an ad-funnel), you can use Facebook’s custom audience to block parts of the audience by interacting (or not interacting) with ads, posts, your site.


A great way to create an ad funnel is to display video ads for viewing because Facebook can segment the audience based on specific videos it has already watched. Facebook, on the other hand, can not rank based on specific posts or ads that people have watched.

2. The limit you set in your Bid is too low

Auction thresholds can really hurt your Facebook ads if you’re not careful. These are designed for specific circumstances and you really need to know the value of the conversion before you set them.

The auction threshold is meant to tell your Facebook ads the maximum price you want to spend to get the desired result (click, view, or you have chosen).

You can use them for campaigns selling a service or a product with a fixed price (eg a 30 € sports shoes campaign), but it requires caution because it can turn your boomerangs and put yourself on a trembling path, if you underestimate the value of the desired result.

What can you do: Setting a limit on bids or bid caps can reduce the performance of your ads (some audiences are much more valuable than others). If you have this feature turned on and a difficult situation with conversions is handled, the best move is to try to increase the bid or cost threshold to improve conversion performance. You’ll likely see the daily budget faster but you’ll see more conversions and your performance will be steady.


Note: Some Facebook ad campaigns with low bid caps will not work at all, especially if you combine it with a low daily budget. If your campaign is not performing well, double-check your budget along with your maximum bid cap.

3 Your budget is not well-distributed

Facebook allows the distribution of campaign budgets equally between multiple ad groups. This sounds good until one of your ad groups is not performing well when compared to the rest in a campaign. Irrespective of performance, Facebook will continue to divide the budget for all these ad groups equally. This will continue to happen unless you set a campaign budget optimization. This option will distribute the budget depending on campaign performance when needed. This means that your money goes directly into the campaign you need to get the results you want.

What to do: To set this up, you need to make sure your ad set has the same purpose (for example: Landing Page Views) if you use the lowest cost bid. Once this is applied, you will be able to select and enable the Budget Optimization box at the campaign level in its details.


4: Not enough conversions to optimize delivery

When it comes to campaigns with conversions (purchases, link clicks, finding Leads, etc.) need at least 50 conversions per week to optimize the algorithm Facebook right on your advertising, and it is necessary to constantly show your ads. I remind you that you need at least 50 conversions per week. Facebook has a limited conversion window from which it is optimized.

If your ad campaign has difficulty making conversions, Facebook will not be able to settle at a fixed cost or delivery. You will probably be watching your ads fail, then eating you the budget without having a clear indication of why.

What you can do: Although you should of course monitor conversion optimization (are your ads relevant to your audience? Why would someone want to click? Should you change your ad text?), One way to get it done correct is to use a target cost bidding instead of lowest cost bidding. the lowest cost bidding. If your audience targeting is immediate, your text is good, and you are satisfied with fewer than 50 conversions per week, you can stabilize distribution using target cost bidding.

Campaigns are generally set at the lowest cost by default (which is reasonable because it keeps your bid to a minimum), but the target cost can be useful when you want to stabilize the bids. Instead of trying to bid at the lowest cost, you can tell Facebook to submit a target cost, which will keep distribution and cost stable throughout the campaign.


5: People see your ads very often

Overreporting is a real concern in social media, and when it comes to Facebook ads, you’d want to avoid it. When people get bored of your ads, they increase costs and reduce relativity scores,as more and more audiences begin to hide your ad. This will start to see if your ads have a small audience or run for a long time.

There are ways to avoid this:

A. Block specific as they pass through your Sales Funnel.

First, set a sales funnel using a custom audience based on those who have interacted with a particular post or ad, then make sure you’ve blocked these audiences from your original campaigns once they’ve reached your Sales Funnel destination.

B. Set maximum frequency limits in your ad sets.

Secondly, in a reach-targeted campaign, if you have access to reach and frequency caps (as some have), you’ll be able to set limits on your ad groups to avoid overexposure to your ads. By limiting the frequency of your ads appearing over a period of time, you can avoid the trap of your ads getting tired of the audience that interests you.

Importantly these caps should be based on the number of ads you have within your ad group. So if you have 3 ads within an ad set, the minimum frequency limit must be 3.


Set a frequency capping rule.

You can also set rules in Facebook Ads Manager, where you can automatically turn your campaigns on and off according to your needs. Therefore, you should create a frequency limit.


If you do not feel confident about automatically turning off your campaigns, you can also set a rule to get email alerts about their status.



There are other issues, of course, regarding placements, optimization, and audience for your Facebook ads. These five issues you need to look for are just to get an idea of ​​what can go wrong with your Facebook campaigns and how you can fix them.

It’s all about reading the data (always check the relevance score and frequency) and then be able to take action based on what you see to improve your ads and then apply them to your repeat marketing.

What is your opinion; Which of these tactics will you try? What topics on your Facebook ads have you resolved? We will be glad to share your thoughts and comments.

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