How Weekends Impact Facebook Ad Costs – Emily Hirsh

How Weekends Impact Facebook Ad Costs

Have you noticed that the weekends affect your Facebook ads?

We see this a lot with client accounts. Cost per lead, cost per registration goes up on the weekend.

But what should you do about that?

First, it’s important to notice that this is happening.

My ads managers check client accounts every weekday, plus at least once per weekend. We always want to make sure nothing crazy has happened overnight (like costs doubled or the ad was shutdown or whatever).

And we usually notice that costs go up during the weekend, by a good amount. If something is usually converting at $2.50 per lead, it might jump to $6 per lead on the weekend.

When you see those numbers, you might freak out (that’s more than double!).

But here’s what you need to know:

#1. The cost per lead will go up on the weekend at least 90 percent of the time, so don’t make crazy, rash decisions (like shutting off your ads completely) when you see this difference. You might choose to wait to make a decision until late Monday or early Tuesday, because the cost might go back down.

Also, I encourage you to look at ads in three ways (not just that day): how it converted in the last seven days, how it converted in the last three days, and how it converted in the last month.

That gives you the bigger picture and the average conversion rate.

#2. If you shut your ads off during the weekend and turn them on again on Monday, you’re totally resetting optimization. You’ll basically have to start again at the beginning, when your ads weren’t converting quite as well (i.e. you’ll never get anywhere!).

My advice: Don’t do this.

There are a lot of reasons why cost per lead fluctuates during the weekend.

If you think about it, fewer people are online and making purchases, so there’s less traffic for your opt-ins. Plus, sometimes there’s more competition from other businesses on the weekends (and holidays!), meaning you have to pay more to get your content seen.

The key knowing that this is happening.

And be patient with Facebook!

Sometimes we make quick decisions with Facebook ads, because we’re spending money (and we’re typically emotional with money). But Facebook will likely optimize your ad costs over a 7- or 30-day period of time.

Hopefully that was helpful!

xo
Emily

P.S. If you’re ready for an industry-leading team to help you manage your Facebook ads and funnels, book your call with our team here.

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