If you have recently noticed drastic decreases in the performance of your ads on Facebook or Instagram, it is likely not due to poor optimization of your campaigns. According to Bloomberg, Meta’s advertising system has been failing for several weeks, directly affecting the cost of advertisers’ campaigns.
“Meta’s advertising system has been affected by significant performance issues, according to numerous marketers,” says Bloomberg in their article. “The cost of advertising campaigns has increased significantly, while the results are inconsistent and sales are decreasing, and the company has not provided any formal explanation, according to advertising buyers.”
According to an article from Search Engine Land, the CPM of Meta’s advertising campaigns has tripled in the last few months, causing great concern among many marketing professionals.
However, Meta has tried to downplay the issue, stating that, although some accounts are experiencing problems, not all advertisers would have been affected, supposedly. “We have recently resolved some technical issues and are investigating a small number of additional reports from advertisers to ensure the best possible results for businesses using our apps,” Meta told Bloomberg.
