The Art of Online Business

Wreck Your Facebook & Instagram Ad Performance IF You Overlook This Mistake

• Kwadwo [QUĀY.jo] Sampany-Kessie

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If you’re copying ad sets in Meta Ads, there’s one hidden setting that can hurt your results without you noticing. 

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I’ll show you a real example from a client where a small mistake led to lots of bad leads and poor performance. You’ll learn exactly what to check so Meta doesn’t automatically change your targeting. 

I’ll also explain when Advantage Detailed Targeting can make things worse, how to protect your best audiences, and why Meta’s default settings might be hurting your funnel—even if everything else looks good. This one small fix can help keep your ads working well, especially if you already found what works. 




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Kwadwo [QUĀY.jo] Sampany-Kessie’s Links:

Speaker 1:

will avoid making the same mistake that wrecked performance in one of my client's ad accounts, and this mistake, unfortunately, can be made each and every time you duplicate an ad set. Now, when do you duplicate ad sets, you might ask. I'll tell you the exact mistake in a moment, but let me give you some context. When would you duplicate ad sets? Well, one situation and this is the worst, when the mistake screws us up is when you have an ad set that's performing well and you want to rapidly scale up the ad spend. Or you just have an ad set that's performing well and you want to duplicate its setup and then add in new ads. This setting, meta, is turning on automatically in more and more accounts. I've seen it in my client accounts. It wrecked this specific client's performance and, well, I don't want it to hurt yours.

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So here's the context this client had hired me to train someone on their team to run ads, and I did so. I managed their ads for four months three months, actually, sorry and successfully trained their team member to run the ads. So then we stopped working. So then we stopped working with each other. Less than two months later, I got an email saying Kwejo, can I consult with you. And then another email saying Kwejo, our ad performance has gone south. Can you resume ads management? The audiences are messed up, we're getting leads that are not qualified and we're getting all sorts of different leads than we were getting. Like Quajo, please help. And so right now, yesterday, at the time of the recording of this video, I went ahead and resumed ads management for this client to help train the team member again and specifically fix the ad performance. And here is exactly the issue that I discovered. Please look out for this each time that you duplicate an ad set. So right now, we're in the account and watch what happens. This we're going to say, well, not going to say this is a high performing ad and I want to duplicate it to increase the ad spend. So what do I do? So for this client, that lead cost is a great lead cost and working wonderfully well for their business. They do a great job of converting new leads into new clients right away. And the client wanted this one duplicated. So I just go ahead and click duplicate here. Go ahead and issue right here under audience.

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Now see this advantage plus audience. We have not chosen an advantage plus audience, which is very good in certain circumstances. Now let me show you what meta automatically turned on. See how meta turned on advantage detailed targeting. That wrecked performance. And why did it wreck performance? Let me explain what's happening here Now.

Speaker 1:

Here's the difference between advantage detailed targeting audiences and the regular audience setup. When you choose targeting for meta ads, it's like guardrails saying show my ads to people within these guardrails, within this targeting audience meta and nobody outside audience meta and nobody outside. Now, when advantage detailed targeting is on, because meta thinks it knows better and in some cases it does it sees those guidelines as fuzzy as more as recommendations really, and it will show ads to people outside of those guidelines when it feels, when it feels appropriate. Okay. But this is an issue, especially if your business already has dialed in the kind of targeting that converts into clients. If you tell Meta target this set of people because you've already done your testing and you know that this certain set of people convert into clients or sales for you, well, great.

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But sometimes when Meta can expand that audience, it will go and expand the audience to people who are not converting into sales.

Speaker 1:

And that's what happened for my client.

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All of a sudden they were targeting a certain set of people and they noticed that the leads that were coming in because my client is converting people into sales by doing sales calls right really quickly after somebody becomes a lead they noticed that, all of a sudden way, different kind of people were coming onto their email list and sales went down down.

Speaker 1:

And so in this case you have to be careful especially if you've done the hard work of figuring out your targeting and you know what kind of targeting works to look at the screen Now, every time you duplicate an ad set or set one up from scratch, look at that advantage, detail targeting setting and make sure that it is off. Then come up here and make sure that this advantage plus audience setting is indeed not on Again. If you see that it's giving you the option to choose it, then you know it's not on. The key takeaway here is whatever the setup for your ad set that was working before, you need to double check that that same setup is applied to the new ad set that you're setting up, either from scratch or because you duplicated the old ad set. Okay,

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Kwadwo Sampany-Kessie

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