Low CTR on Facebook ads after creatives updated

Gunadhya Bajpai

Gunadhya Bajpai

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I swapped out the creatives on a lead gen campaign two weeks ago and the CTR tanked from ~3.2% to 0.4%.
Targeting, budget, and bidding stayed the same.
I A/B tested the old creative vs new in separate ad sets and the old one still crushes the new one.
New creative follows platform specs and isn’t disapproved. Anyone else see drastic CTR drops after a creative refresh?
What quick checks or tweaks should I run before reverting fully?
 
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Gunadhya Bajpai said:
I swapped out the creatives on a lead gen campaign two weeks ago and the CTR tanked from ~3.2% to 0.4%.
Targeting, budget, and bidding stayed the same.
I A/B tested the old creative vs new in separate ad sets and the old one still crushes the new one.
New creative follows platform specs and isn’t disapproved. Anyone else see drastic CTR drops after a creative refresh?
What quick checks or tweaks should I run before reverting fully?
Click to expand...
Very common honestly, usually the new creative lost the original hook/emotion that was driving clicks.
I’d check:
  • first seconds/thumb
  • headline/CTA
  • whether it feels too ad-like
Sometimes simple/raw creatives outperform polished ones by a lot.
 
the first problem is probably that the new campagn is not as appealing to fb users as ur old one
it's very possible ur old content was more effective.
 
Gunadhya Bajpai said:
I swapped out the creatives on a lead gen campaign two weeks ago and the CTR tanked from ~3.2% to 0.4%.
Targeting, budget, and bidding stayed the same.
I A/B tested the old creative vs new in separate ad sets and the old one still crushes the new one.
New creative follows platform specs and isn’t disapproved. Anyone else see drastic CTR drops after a creative refresh?
What quick checks or tweaks should I run before reverting fully?
Click to expand...
maybe viewers are not yet used to changing your content
but, if it keep low CTR in long time, u had to change
 
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