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This is a common question our support team gets on a regular basis, and if we’re being totally honest – can be a difficult question to answer.
Every ad, client and ad account is different, which means it can sometimes be hard to know when the perfect time to reset and ad is. However there are certain situations where resetting an ad is the best course of action, and something that we’re going to go into depth about in this article.
What does it mean to reset an ad?
First, let’s talk about what it actually means to reset an ad, because it can be a little bit ambiguous and vague for some users.
Resetting an ad resets the ad’s relevancy and the ad’s cost per click. Making these changes to an ad will change everything about it, except for the body of the ad itself. When an ad is reset, it changes the initial performance and basically restarts its progress from the beginning. This can be a good choice especially if your ad isn’t performing well, or as well as expected. Resetting an ad gives it another chance at a good performance, sort of a ‘do-over’ if you will.
As successful ad resetting an ad might be in certain cases, there are times where resetting the ad wouldn’t be the best course of action.
The truth is, ads take time to build its performance. Sometimes, the best way to go about it is leaving the ad run, and waiting to see which direction it goes in. Sort of like how a watched pot won’t boil… if you’re constantly keeping your eyes on your ad analytics things might not improve at the pace you’d expect. Since relevancy is normally built within first 500 people it reaches, its best not to make any giant changes while the ad is in infancy.
Now, with this in mind, it’s important to remember that your lead flow will always change depending on a few different factors. Markets change based on the time of year, holidays, seasons and just regular ad engagement on a day to day basis. These are important factors to keep in mind when and if your ad doesn’t perform the way you wanted, or expected. Don’t pull a trigger to make changes if ad hasn’t performed for a couple days. However, you might have consider making adjustments if the ad performance has been lacking for over a week.
Trust us… we totally get how scary it can be when your ad shifts a little, or if a lead doesn’t come in for a few hours. But it’s important to stay cool, calm and collected when this happens, and stay in the know.
Often times, just as humans, we get nervous or frustrated when we don’t understand how things work – which is why when it comes to your ad’s and Facebook data, it’s important to stay as educated as possible. Otherwise, we’re more inclined to make emotional based choices, or jump the gun on decisions… which as your probably know – isn’t the best direction to go in.
You might be asking, “What next?” or “How do I begin resetting my ad if I need it?”
Great question! This is something your Lead Generation Specialist will look at when the ad isn’t performing. We also provide ad monitoring so we’re constantly looking at your ad’s to make sure nothing is being drastically affected or isn’t drastically changing.
When your lead generation specialist looks at your ad with the intention to reset it, they look at a few aspects. They’ll cover the ad’s gender stats, audience, and age groups. From here, they’ll take the data and decide whether or not they can and should make ad changes for you.
Let’s break this down a little more finite for you.
If your Lead Generation Specialists sees that a certain age groups is not engaging with you, or with the ad, they might recommend to remove targeting from that specific demographic. Once a change is made, if the ad still doesn’t improve, they’ll more than likely recommend an ad reset.
It’s important to remember that even when an ad change is made, the ad may still not perform well. The truth is, sometimes certain ads and target areas just don’t function as well as we would like. This can be due to many different reasons, which include seasonality and other events in your target areas. For more information on seasonality, check out one of our previous blog articles to learn more.
As we discuss all of this information with you, keep in mind that resetting an ad does not always mean that the ad will perform better than it was prior to being reset. In most cases, resetting the ad works exactly how we planned it to, however in some cases, there is a chance the ad does not improve. Unfortunately, there is no way for us to know if it will perform better, the same, or worse until the ad reset has been made, but it’s always worth the adjustment in order to understand how to make it as successful as possible.
At the end of the day, if an area or ad isn’t working for you, StreetText will do everything we can to make positive changes.
“Elysse Bujold started her career at Disney Interactive Studios, where she grew on a project team advancing initiatives for the company. To further her professional growth and development, she then decided to join StreetText – an online platform for Real Estate agents to Generate Leads using Facebook Ad Marketing. Over the last year, Elysse has been driving marketing strategies and initiatives as well as content creating. StreetText is rooted in Kelowna, British Columbia.”