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Facebook www.getwsodo.com
Ad Troubleshooting Framework
www.getwsodo.com
by Brice Gump & the team at Major Impact Media

→ Watch The 30 Minute Video Walkthrough Training Here ←

First Step: Launch Your Campaign

IF SUCCESSFUL Celebrate!
Go rinse and repeat.

IF NOT let’s diagnose the problem to know if we need to test this next

1. Problem: No Impressions /// Low Impressions

2. Problem: No Clicks /// Low Volume Clicks

3. Problem: No Leads /// Low Volume Leads

4. Problem: No Sales /// Sales Outside KPI

5. Problem: Lead & Sales Cost Are Increasing

1. Problem: No Impressions /// Low Impressions

EITHER: Target audience too small

Action:

● Increase your target audience size

Best Practices:

● For cold traffic campaigns when you are testing you want an audience size of at least
200,000 or more.

● If you’re setting up a campaign for scaling you want to have an audience size of at least
1,000,000.

● For retargeting you need at least 1,000+ to start to reach your audience.
 www.getwsodo.com
www.getwsodo.com
OR: Ads have been disapproved

Actions:

● Check ad copy is compliant with the terms of service

● Check to make sure the landing page is compliant with the advertising platform

● Check to make sure you have a terms of service and privacy policy on the page

Best Practices:

● A lot of times ads will be disapproved by mistake from the Facebook algorithm for some
keyword or phrase in the ad. 

● You want to do a review to make sure that your ads are compliant. If everything looks good
then re-submit for an appeal/review after you make sure that no policy is being broken to
avoid issues with account shutdowns.

OR: Budget too small

Action:

● increase your budget

Best Practices: 

● For cold traffic audiences you want to start a campaign with enough budget to get at least 2
- 3 conversions per day with your target objective 

● For retargeting you need $1 - $5 per day to get enough reach

 www.getwsodo.com
www.getwsodo.com

If you’re getting impressions but…

2. Problem: No Clicks /// Low Volume Clicks

EITHER: Test Ad Creative (#1)

1) Image / Video you can test:

● Native (no text, natural-looking) vs non-native (headline, graphically enhanced)

● Test different headlines

● Test different CTAs

● Different styles of images

● Test Image vs video

● Size (1:1 vs 4:5)

● Different colors

Best Practices:

● Your image / video is what is going to get someone to stop the scroll and pay attention to
your ad. You want to to make sure it’s interested, stands out and is congruent with the
message of the ad copy.
 www.getwsodo.com
www.getwsodo.com
2) Copy you can test:

● Ad angle / hook

● Body copy

● Headline

● Call To Action (something that invites the user to click i.e. learn more, download, etc.)

Best Practices:

● One of the most important parts of Facebook ads is coming up with different hooks and
angles to attract the right people into the funnel. 

● You want your ads to get the attention of the right person and then pre-frame, pre-qualify &
pre-sell the right person (your ideal customer) on clicking the ad.

OR: Test Audience (#2)

Action: Test new core audiences that are hyper relevant to your ideal customer including...

● Warm Retargeting Audiences

● Lookalike Audiences (purchasers, email list, engagement online)

● Interest Based Audiences based on research in the Audience Insights section

● Stacked Lookalike + Interest Audiences

● Stacked Interest Audiences (using the narrow feature)

Best Practices:

● Your warm retargeting audiences are always going to resonate with a new campaign more
than cold traffic. So you can start there to make if your response seems low and the offer is
relevant to that audience to get initial feedback.
 www.getwsodo.com
www.getwsodo.com
● From there, start testing core audiences that will contain your ideal customer avatars who
will resonate with your message. Lookalikes from buyers are a great target audience when
you have at least 1,000 customers to upload.

● You can also find 5 core audiences with the audience research tool that will give you a way to
target people based on page likes and engagement who are as close to your core audience
as possible.

Note: #1 (Testing Creative) is a bigger leverage point than #2 (Testing Audiences)

With the right tools and resources you can find 3 - 5 ways to target your core audience if you know
who your ideal customer is.

The key is to develop ads that resonate with your core audience and get them to take action and
move to the next step.

If you’re getting impressions but…

3. Problem: No Leads /// Low Volume Leads

Troubleshooting Checklist …

1) Are you using the right conversion objective?

Action:

● Set up a new campaign optimized for the action you want

Best Practices: 

● The Facebook algorithm is great at doing exactly what you ask it to do. 

● If you want leads but you are running a campaign with a different objective than conversion
with leads, don't expect that leads will come through. FB typically does exactly what you
ask them to do.
 www.getwsodo.com
www.getwsodo.com
2) Is the tech working?

Action:

● Double check your landing page for opt ins and tracking, the pixel is in place and it’s being
fired with the right trigger.

3) Is the offer congruent with the ad?

Action:

● Make sure what you are promoting in the ad and what’s being offered on the other side are
congruent with each other

4) Is the offer appealing?

Action:

● Adjust the offer to make it more appealing to your target audience

Best Practices:

● Typically you would expect to see a 20% - 40% conversion rate on a landing page to know
that your audience is responding strongly to what you’re offering on the next page.

● If you’re going directly to a sale you would expect to see a conversion rate of 1% to know
your audience is strongly responding to what you’re promoting

5) Are you retargeting?

Action:

● Set up retargeting campaigns to people who look at the offer but don’t opt in

Best Practices:

● Make sure that you have retargeting set up at each stage of the funnel to move people from
awareness to lead to taking action on your core offer.

IF YES TO ALL ABOVE:

EITHER: Test Ad Creative (#1)

OR: Test Audience (#2)
OR: Improve The Offer (#3)
 www.getwsodo.com
www.getwsodo.com

If you’re getting leads but…

4. Problem: No Sales /// Sales Outside KPI

1) Full funnel strategy in place?

Action:

● Set up a full funnel strategy & test creatives at the middle and bottom of the funnel.

Best Practices: 

● You want to have campaigns running at each stage of the funnel. From generating
awareness to acquiring leads in your funnel to taking action and buying your product.

● Make sure the offer you are making in each ad fits the stage on the user journey and that
message is appropriate for that audience
 www.getwsodo.com
www.getwsodo.com
2) Is there a strong offer?

● Is there a strong desire for the product? (demand)

● Is there a reason to buy now? (urgency)

● Is the offer congruent with the front end?

● Are we attracting the right person into the funnel?

Action:

● Improve your offer to make it more appealing and attractive to your audience

IF YES TO ALL ABOVE:

EITHER: Test Ad Creative at each

stage of funnel (#1)

OR: Improve The Offer (#2)

If you’re getting sales but…

5. Problem: Lead & Sales Cost Are Increasing

Troubleshooting Checklist …

1) Is the audience burnt out, what’s the Frequency?

Action:

● Create new ads for this audience

Best Practices: 

● Typically for cold traffic audiences you want to keep the frequency under 4 - 5 before you
change them out.

● For retargeting audiences you want to keep the frequency under 7 - 8 before you rotate out
new ads. Since retargeting audiences are often much smaller you have to rotate them out
much more often
 www.getwsodo.com
www.getwsodo.com
2) Do you have a lot of unanswered comments on your ads?

Action:

● Go and respond to your ad comments or create new ads

Best Practices: 

● Facebook and Instagram are social platforms. If people who look at your ads see a lot of
unresponded to comments that could give them reasons to ignore the ad and create a
negative feedback loop for the Facebook algorithm.

● If they see the business responding to comments that gives them more of a reason to
engage and boost ad performance.  It also gives the algorithm feedback signals that the ad
is getting high engagement and creating a positive response on the platform

3) Are you getting negative feedback on your ads?

Action:

● Change out your ad creatives

Best Practices: 

● If a lot of users are commenting negatively or hitting the “stop showing me this ad button”
you will see your costs to show those ads increase.

● Monitor your comments and ad quality to make sure that your ads are not creating an
overly negative experience.

IF NO TO ALL ABOVE:

EITHER: Test Ad Creative (#1)

OR: Improve The Offer (#2)

OR: Test Audience (#3)

 www.getwsodo.com
www.getwsodo.com

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