{"id":1910,"date":"2019-06-08T13:38:21","date_gmt":"2019-06-08T11:38:21","guid":{"rendered":"https:\/\/www.dazzlepop.net\/site\/?p=1910"},"modified":"2019-05-29T13:41:14","modified_gmt":"2019-05-29T11:41:14","slug":"facebook-ads-manager-issues-are-causing-major-headaches-for-advertisers","status":"publish","type":"post","link":"https:\/\/www.dazzlepop.net\/site\/facebook-ads-manager-issues-are-causing-major-headaches-for-advertisers\/","title":{"rendered":"Facebook Ads Manager issues are causing major headaches for advertisers"},"content":{"rendered":"
<\/div>\n

Marketers report seeing noticeable problems as far back as last November when the platform suffered an outage days before Black Friday.<\/h2>\n\n\n\n
\"\"<\/figure>\n\n\n\n

Last November, three days before Black Friday, Facebook\u2019s Ads Manager suffered an outage<\/a> that left many advertisers unable to access campaigns, upload creative or download reports during the height of the online shopping season. Since then, advertisers say they have experienced a steady decline in the platform\u2019s performance \u2014 everything from not being able to publish ads or turn off campaigns to significant inconsistencies in campaign results.<\/p>\n\n\n\n

\u201cSince the large outage last year before Black Friday, Facebook as a platform has performance swings on a daily basis,\u201d said John Bolling, head of U.S. operations for ROAS Media. Bolling said he noticed problems with Ads Manager becoming worse after Facebook was down for more than four hours<\/a>, earlier this year (the site\u2019s longest outage to date). \u201cIt seems that the Ads Manager is just breaking piece by piece due to years of neglect and lack of innovation.\u201d<\/p>\n\n\n\n

Bolling is not alone. Gracie and Andrew Foxwell, co-founders of the social media advisory firm Foxwell Digital and admins for the Facebook and Instagram Pro Ad Buyers Industry Facebook Group, said they \u2014 along with members of their Facebook Group \u2014 have been experiencing ongoing performance issues with the Ads Manager, as well as an increase in platform outages and system bugs since March 13.<\/p>\n\n\n\n

The problems<\/h2>\n\n\n\n

Foxwell Digital reports it has seen the negative effects more heavily within the U.S., particularly for direct-response advertisers.<\/p>\n\n\n\n

\u201cAd performance has been very inconsistent, with especially wild swings for smaller advertisers, such as those spending $15,000 or less per month,\u201d said Gracie and Andrew Foxwell.<\/p>\n\n\n\n

Bolling said his agency has also witnessed major inconsistencies with client campaigns, with significantly different results from day-to-day.<\/p>\n\n\n\n

\u201cFor example, Client A spends between $5,000 and $8,000 a day based on performance. On day one we will see great performance from 20 ad sets averaging a 2.3x return on ad spend (ROAS). The next day the collective ROAS will be below 1x. We as an agency make up for a lot of this as we are actively inside accounts 24\/7,\u201d said Bolling, \u201cThe inconsistencies day in and day out make the managers job extremely difficult when talking to clients. We like to look at advertising in larger windows (7-days, 14-days, 30-days, etc). But when you have clients spending $10,000 plus a day it becomes extremely difficult to manage expectations when one day is great and the next day is horrible.\u201d<\/p>\n\n\n\n

David Herrmann, who has been managing Facebook ad campaigns since 2012, said he\u2019s never seen this level of problems with the Ads manager.<\/p>\n\n\n\n

\u201cThings have gotten worse since the big outage this year,\u201d said Herrmann, who is the co-owner and advertising director for the social media ad agency Social Outlier. He has experienced everything from not being able to run ads to not being able to turn off campaigns, and reports performance has died for smaller accounts.<\/p>\n\n\n\n

What it\u2019s costing advertisers<\/h2>\n\n\n\n

Herrmann said he has had issues with accounts spending as much as $750,000 per month on the platform, but it\u2019s the smaller advertisers, those spending $25,000 and less per month, that are suffering the biggest impact.<\/p>\n\n\n\n

\u201cThat\u2019s hiring or firing an employee,\u201d said Herrmann about the lost revenue by smaller advertisers who rely on Facebook campaigns to drive their bottom line. Most recently, Herrmann said one client was unable to run Mother\u2019s Day ads \u2014 costing them upwards of $600,000 in revenue.<\/p>\n\n\n\n

Bolling said Facebook\u2019s Ads Manager issues are costing his clients tens of thousands of dollars.<\/p>\n\n\n\n

\u201cThis is due to lost opportunity for optimization, as well as overspending on ad sets that we are not able to cull when the platform is down,\u201d said Bolling, \u201cFor clients spending six-figures a month, this is unacceptable. Being down for even half a day is a massive loss of potential revenue for these businesses.\u201d<\/p>\n\n\n\n

Foxwell Digital said it was impossible to provide an exact figure in terms of what it has cost their clients, but it\u2019s easily in the tens of millions of dollars.<\/p>\n\n\n\n

Communication breakdown<\/h2>\n\n\n\n

Gracie and Andrew Foxwell are part of a group that has tried to get a response from Facebook about the Ads Manager issues to no avail.<\/p>\n\n\n\n

\u201cDozens of advertisers from around the world, the Facebook and Instagram Pro Ad Buyers Industry Group, sent a letter to Facebook and we were told discussions are ongoing and we may be able to have a phone call with appropriate teams soon,\u201d said Gracie and Andrew Foxwell. (On May 23, the Foxwell\u2019s confirmed they have a meeting scheduled with Facebook to take place in the next few weeks.)<\/p>\n\n\n\n

The Foxwells said the biggest challenge in all of this is Facebook simply does not communicate with advertisers to let them know something has gone wrong. After a recent podcast recorded by Andrew Foxwell addressing the problems with the Ads Manager, he received at least 50 emails from people thanking him for saying what Facebook won\u2019t.<\/p>\n\n\n\n

\u201cSimply stating that there is a problem, performance has been tumultuous, and asking for a direct channel to formally request advertiser refunds has been our multi-faceted goal in this effort,\u201d said Foxwell, \u201cFacebook is resistant to admit guilt, when they should instead be focusing on transparency and clear communication with advertisers and users surrounding these topics.\u201d<\/p>\n\n\n\n

According to Bolling, communication from Facebook to its advertising partners is non-existent \u2013 and not just in terms of platform problems.<\/p>\n\n\n\n

\u201cWhether it be outages, new features rolling out, new ad inventory, new audience opportunities \u2013 Facebook is silent on these. It is up to the individual advertisers to comb through the platform daily to find these changes,\u201d said Bolling.<\/p>\n\n\n\n

Herrmann said his biggest concern isn\u2019t even the errors, but the lack of concern by Facebook to fix the problem.<\/p>\n\n\n\n

It\u2019s a tech issue, not a customer service problem<\/h2>\n\n\n\n

\u201cOne core issue rests with the technical side of Facebooks ads, with support and client reps turning to technicalities like audience overlap or bidding nuances to explain performance dips, versus actually admitting that the tactics they push on advertisers may not actually work 100% of the time,\u201d said the Foxwells.<\/p>\n\n\n\n

Both Herrmann and Bolling were quick to say their Facebook reps are great, but, same as the Foxwells, the challenge for them is getting Facebook to address the issues.<\/p>\n\n\n\n

\u201cWe are blessed to have client and agency reps that we speak with, and they are lovely and kind in their understanding,\u201d said Bolling, \u201cThis is a systemic issue that can only be solved by the product and the ad product teams.\u201d<\/p>\n\n\n\n

Herrmann said his Facebooks reps do a good job, but his agency is out of luck if there\u2019s an error after 4:00 p.m. since Facebook\u2019s service teams are not required to work weekends. Bolling echoes Herrmann\u2019s experience with problems that happen after-hours.<\/p>\n\n\n\n

\u201cIf the issue happens outside of 9:00 a.m. to 4:00 p.m. PST Monday through Friday, we know we just have to deal with it when someone comes back online,\u201d said Bolling, \u201cAdvertising is a 24\/7 business for our clients, especially those who are global. I can personally deal with outages. I can deal with bugs, but what is becoming unbearable is the lack of concern for a solution or even communication that something is fundamentally broken.\u201d<\/p>\n\n\n\n

For Bolling, the current situation is becoming untenable.<\/p>\n\n\n\n

\u201cWhat Facebook doesn\u2019t seem to understand is that an agency\u2019s livelihood rests on our ability to use the ad buying platform,\u201d said Bolling, \u201cWhen we cannot use it \u2014 nor have any documentation to point clients to \u2013 it makes our jobs extremely difficult in providing a positive return to our clients, month-in and month-out.\u201d<\/p>\n\n\n\n

Marketing Land reached out to Facebook to ask if they had a comment about problems with the Ads Manager platform, but no response was offered.<\/p>\n\n\n\n

What advertisers would like to see<\/h2>\n\n\n\n

\u201cOne major change Facebook could make in this respect would be for their support teams and \u2018marketing experts\u2019 to fully understand what we as buyers (advertisers) are asking for, and more importantly, learning more about how we work,\u201d said the Foxwells, \u201cIn other words, these Facebook reps need to listen and learn from us because we are the actual practitioners, while the vast majority of them never use the tools.\u201d<\/p>\n\n\n\n

Advertisers want more proactive communication from Facebook on upcoming changes and anticipated outages, as opposed to reactive statements confirming things like the platform being down after it happens. The Foxwells said they would like to see a formal channel where advertisers can immediately apply for account refunds following an outage. Bolling said he would like to see a simple acknowledgment there are issues and a concerted effort on Facebook\u2019s part to improve its systems.<\/p>\n\n\n\n

\u201cAt minimum, Facebook should have a reporting section that we can direct clients to when the platform is down, and offer a reason,\u201d said Bolling, \u201cI believe I speak for a majority of advertisers in saying that we are exhausted having to pull rabbits out of hats to keep our clients profitable, and Facebook as a company couldn\u2019t seem to care less.\u201d<\/p>\n\n\n\n

For Facebook to continue to be a viable platform for businesses, Bolling said that there have to be changes.<\/p>\n\n\n\n

\u201cThe elephant in the room is that Facebook knows that currently there is nowhere else to go \u2013 for media buyers who manage millions of dollars, we have to be on Facebook,\u201d said Bolling. \u201cThe issue is Facebook knows that, and they have no incentive to make changes.\u201d<\/p>\n\n\n\n

Source: https:\/\/marketingland.com\/facebook-ads-manager-issues-are-causing-major-headaches-for-advertisers-261293<\/a> <\/p>\n","protected":false},"excerpt":{"rendered":"

Marketers report seeing noticeable problems as far back as last November when the platform suffered an outage days before Black Friday. Last November, three days before Black Friday, Facebook\u2019s Ads Manager suffered an outage that left many advertisers unable to access campaigns, upload creative or download reports during the height of the online shopping season. Since then, […]<\/p>\n","protected":false},"author":3,"featured_media":-1,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_vp_format_video_url":"","_vp_image_focal_point":[],"footnotes":""},"categories":[3],"tags":[31,7,5,6],"class_list":["post-1910","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media","tag-business","tag-e-marketing","tag-facebook","tag-social-media"],"yoast_head":"\nDazzlepop | Facebook Ads Manager issues are causing major headaches for advertisers<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dazzlepop.net\/site\/facebook-ads-manager-issues-are-causing-major-headaches-for-advertisers\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Dazzlepop | Facebook Ads Manager issues are causing major headaches for advertisers\" \/>\n<meta property=\"og:description\" content=\"Marketers report seeing noticeable problems as far back as last November when the platform suffered an outage days before Black Friday. 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