Why Your Ads Struggle Post-Christmas While Others Thrive: Unlocking the Secrets to Year-Round Success

BFCM and Christmas sales are over, and you're left wondering if you’ll need to wait until next year to achieve the same ad results.

Meanwhile, you see other e-commerce brands thriving well into January, and you start questioning whether your product is seasonal or if you need to switch products entirely.

But here’s the truth: it’s not your product—it’s your ads.

During the holiday season, everyone on Facebook and Instagram is high-quality traffic. People are in a buying frenzy, hunting for deals and gifts for their friends and family. However, after Christmas, the dynamic shifts.

According to the U.S. Census Bureau, retail e-commerce sales in Q4 of 2023 were estimated at $285.2 billion, compared to $272.6 billion in Q1 of the same year. While retail spending does decrease post-holidays, $270+ billion is still spent in the U.S. alone—so clearly, someone is making money. The challenge is that the pool of high-quality traffic is smaller.

You might think, I just need my ads to target high-quality traffic. That should be simple, right?

In theory, yes. But Meta’s trust system is highly sophisticated. To maximize revenue, Meta wants to keep users on Facebook and Instagram happy. This means your ads need to align with their expectations to consistently access high-quality traffic. 

Meta manages this by distributing feedback surveys to your customers.

How Facebook feedback surveys directly impact your ad revenue

Feedback surveys are critical factor that directly influences how much money you can make with your ads.

A high number of positive feedback means Meta views your business as trustworthy, rewarding you with better ad placement and lower costs per view. This ensures your ads are shown to high-quality traffic and qualified buyers, driving better results and higher returns on investment.

On the other hand, negative feedback can significantly hinder your performance. Meta penalizes business with negative feedback by showing your ads to unqualified buyers, limiting your reach, and charging you more per 1,000 views. This reduces your profit margins and makes it harder to scale.

In essence, your customer feedback determines whether your ads thrive or struggle. A strong score keeps your costs low, your reach wide, and your audience highly targeted—setting the stage for sustained success in your campaigns.

This strategy allows Meta to protect its reputation with users while still monetizing your ads, making your feedback score a crucial factor in your ad success.

In conclusion, your Facebook feedback plays a crucial role in determining your ad success. A high number of positive ensures better reach, lower costs, and access to qualified buyers, while negative feedback limits your reach and increases expenses.

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