Optimize by time frame: 5 patterns to watch
Optimization can be a tricky process, so we made you a quick infographic for reference! When focussing on optimization by timeframe in Facebook Ads Manager, we can see the progress and projection of the campaign and optimize accordingly. This is why Impakt Media compares the results of a campaign by 30-day results, 14-day results, and 7-day results. These timeframes are critical to observe when tracking your campaign because they allow your campaign enough time to collect enough data to inform your decisions. Our rule is that we don’t perform any optimizations unless a week has passed since the start of the campaign.
The first pattern in the graphic shows data results improving for each timeframe. This shows the campaign is consistently gaining reach within the market and does not need optimization at this time.
The second pattern shows declining results in the 30-day period but results improving over the 14-day and 7-day timeframe. This shows the campaign was not getting desired results in the beginning. At some point, you optimized the campaign and are now seeing an increase in the 14 and 7-day timeframes which is great! This means your campaign optimizations work and your campaign is back on track.
The third optimization pattern shows a decrease in desired results for the 30-day and 14-day timeframes but an increase in results for the 7-day period. This shows that optimizations were probably done during the 14-day period and are beginning to positively affect results. The increase in results on the 7-day period shows your campaign is back on track. Be sure to continue to check your campaign after another week to check that results are still growing.
The fourth pattern shows an increase in results for the 30-day and 14-day timeframes but a decrease in results for the 7-day timeframe. These results show us that this campaign is beginning a decline in results. We suggest watching to see if the results continue to decrease within the next 7-days. If it decreases, it is time to optimize this campaign. If the results have a substantial decrease in the 7-day timeframe, it is probably best not to wait and to optimize accordingly.
The final optimization pattern shows a decrease in results in each timeframe for your campaign. It is certainly time for optimization or a new campaign at this point. Feel free to save the graphic at the top of this post for reference!
If you have more questions about optimization, go to our IMA website for a free lesson on advanced Facebook advertising optimizations from the experts at Impakt Media. Good luck optimizing!