Have you noticed that your Facebook ad campaigns have been widely unstable?
Have you struggled to see consistent performance and felt like maybe Facebook is broken and you should just give up?
Let me help you understand one of the biggest causes for instability with your Facebook ads campaigns.
1st off, thank you very much for watching my videos and paying attention what I have to say. If you’d like even more help with Measurement, Creative Testing & Management to take yourself from just a Facebook Media buyer to somebody who can be a truly successful 7/8 figure business owner or CMO
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OK let’s dive into it,
So your Facebook campaigns have been unstable lately.
You have seen performance on a day-to-day basis vary wildly.
You’ve convinced yourself, or at least seen a lot of people on the Internet tell you, that this is because Facebook is broken.
Let me assure you, Facebook is not broken.
It is still the absolute best machine to allow a successful business to amplify their growth. No other alternative is anywhere close in being a direct pivot for this objective, nor will they be for many years to come.
So why are your results unstable?
Well, let’s look into what that really means.
Unstable results, means that you are seeing unpredictable consumer behavior. What you are seeing is a lack of confidence in consumer buying patterns as a population. One spoiler alert here:
This almost never happens in isolation.
It’s almost never just you, and it almost never just Facebook.
So why is that?
When people behave differently en masse, that rarely if ever is not due to a global market force.
So how do we know when this is going to happen?
How can we be sure that the problem is, or is not, something we can take action on to improve today?
Well, there happens to be an entire industry built around measuring this specific data point.
The Stock Market
Investment bankers and speculators make a career out of understanding consumer intent and buying behavior. This expertise applied to many different verticals and businesses around the world. Based on these insights, stock prices fluctuate. The stock market itself is effectively just a barometer of business strengths, and at scale, consumer intent to invest resources in a capitalist economy.
So what is all that means for you?
When the stock market is going up week after week, month after month, year after year, like what we saw from 2009 to 2019, the opportunity for entrepreneurs to establish businesses and generate cash flow is extremely high.
When we see weakness in the growth of the market, often due to world events, we see these trends change.
When we see a change in the strength of the stock market, we almost always will see a resulting change in consumer behavior. This is an extremely high correlation index. After all the worlds richest banks and most successful traders all build their living, in one way or another, on of being exceptionally good at this one particular skillset.
So, if you’re seeing week after week instability.
If you’re seeing that it is harder to project the outcome of consumer behavior in your business months and months…
Let’s look to the stock market.
At the end of 2021, we saw a fairly significant drop in the stock market.
For e-commerce brands this effect was not directly felt due to two primary causes.
First, we were hitting the holiday season, which tends to be the highest spending period of the year Second, the stock market was returning to a projected normal after months of extreme growth
But, once we moved into January and February 2022… We saw these trends continue.
The average investor at some point during this time lost all of their gains from the year before.
If you wake up in the morning and realize that you’ve lost 3% or 5% or 10% of your life savings or investments, you are far less likely to spend your time spending money online.
If you see this happen more slowly, over weeks, or in this case over months, it becomes far more difficult to predict what the average person is likely to do with their hard earned income.
The last piece of this thing is really important, it’s the baseline of comparison.
You cannot responsibly correlate user behavior during a booming economy with the average customer level of intent.
Ultimately, Facebook is an amplifier of a successful business.
All paid growth & acquisition efforts are best utilized to force multiply a good business. If your business needs ads to scale, you are going to be far more susceptible to these market trends.
So, in short, when the stock market is going up every day, it’s a lot easier to make money When the stock market is going down every day, your reliance on paid media to grow, or even sustain, your brand becomes an extreme liability.
Use these hard times to improve your business model and your customer experience.
Be indispensable
& you’re less likely to be out of business
~Charley T
Facebook Disrupter
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