If your ad is doing well, how will you know its performance will decline?

Look at the frequency. If it’s under 1.2, then you know you have plenty of room before burning out meaning that you have a small budget relative to the audience size.

But don’t enlarge your audience just because you are seeking a low CPE (cost per engagement). Make sure you’re getting quality, too.

Do this by running remarketing audiences against people who have engaged with this ad. And now you are testing a sequence- one of many you can chain together to build a smart funnel.

Don’t get hung up on any one piece of content or one ad. See the bigger picture by having balancing metrics- usually quality vs quantity.

Leave a Comment

Scroll to Top