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    The Facebook Cliff

    Did your FB ad performance drop off a cliff from May to June?

    You are not alone.

    Facebook ad costs increased significantly while performance as a whole dropped as much as 66%!!!

    Ads that were working for months prior to “The Cliff” suddenly stopped performing.

    What’s a frustrated marketer to do?

    As the Oxford Center Morning Report says:

    “With the cost of advertising rising on Facebook and Instagram, direct-to-consumer brands are turning to Pinterest: “Some are using Pinterest primarily to capture emails. Others are using new tools that Pinterest recently rolled out that it purports will help brands increase conversions. Brandon Doyle, the founder of digital media agency Wallaroo Media, which has worked with DTC brands like Casper and Cotopaxi, said that his firm has found that how-to-content typically resonates well with Pinterest users.

    “One strategy that Wallaroo found success with is creating promoted pins that highlight ‘how-to-content’ for its clients, target it to select demographics on Pinterest, and then retargeting the users who scroll at least 50 percent of the way through the content on Facebook and Instagram. One of Wallaroo’s clients is Spikeball, which sells lawn games. A couple of months ago, Doyle said that his team created three promoted pins centered around summer activities, like ‘how to throw a backyard party.’ Doyle said that these promoted pins got an average click-through rate of five percent, when ‘one percent is high on any platform,’ and conversion rates of eight percent.”

    You can use The Cliff as an excuse to…

    Create new ads

    Test new angles

    New target markets

    Most importantly, as dan Kennedy says, “The loneliest number in any business is one.”

    You don’t want to be dependent on one source of traffic for just this reason.

    Look into other “traffic stores.”

    Facebook isn’t the only one.

    Some that are working best of our clients now:

    Linked In



    Cool strategies that are working now:

    YouTube – lets you advertise on your competitions YouTube videos.

    LinkedIn will let you pay to send an email from linked in (100% deliverability, 0% spam) to any target on LinkedIn that you want – any group member, company employees, any profession, etc. It’s not PPC, it’s PPE - pay per email sent

    If you are spending over $5,000 a month in online advertising, get a comprehensive ad audit for free by filling out the form here:

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    Bio: Seth Greene Traffic Columnist

    Seth Greene

    Seth is a Nationally Recognized Direct Response Marketing Expert. Seth Greene is the author of five best-selling marketing books, and his latest book, Market Domination for Podcasting hits Barnes & Noble in January. He is the only person in history that Dan Kennedy has nominated for marketer of the year three years in a row.

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