WEIRD CTRs on Facebook (0.900% to 0.130% Within a Hour) (6)
So I was targeting a demo size of 800k+ with keywords and manged to get an average of 0.750% CTR across all ads (20 of them) after the initial burst.
I thought I had hit the right demo + angle but after getting 300 clicks or so, my CTRs started dropping and stayed at 0.074% across all ads. My best ad had a CTR of 0.9xx% after the burst and then dropped to 0.130% within the next hour. What gives?
I was targeting Twilight fans using WTF images w border/shadows.
It could be that the keywords are pretty much dry out..and people are not interested in these images anymore and those who clicked the ads during the burst are the minorities who have not seen the ads..
What do you think?
I never really pay attention to first 1 hour CTRs you normally don't have enough exposure to get statistical significance.
However, you CTRs should still be better for targeting twilight with awesome images. How is your ad copy?
to piggyback on Mr Green, given that your #1 ad only had 69 clicks to it there's a good chance that the .9% was not a good representation of the ad as a whole and I'm guessing was early on after only a few clicks.
In my experience it seems that if an ad gets a good CTR from the start FB will blast them with impressions much faster than the rest of the ads in the camp...almost like they're trying to kill it. Good ads survive and your wallet comes through victorious, bad ads drown in the sea of lost facebook campaigns.
I can give you a definite answer here:
You 100% cannot assume your CTR after you see 20-30 clicks on an ad. There's just not enough statistical data at all to come to any conclusion. You only have 69 clicks on your top ad, so you came to you 0.9% CTR conclusion way too fast. In the future when you see between 70-100 clicks thats when you'll know your real average CTR you can expect for that ad (until banner blindness starts kicking in)
Originally Posted by stackman
Originally Posted by constantin
I've targeted demos large and small with the same ads for extended periods of time generally there is no rule of thumb to banner blindness it needs to be on a case by case basis. If you CTR's drop consistently over several days/weeks and do not show signs of recovery then that's when you should start testing new headlines,images,etc.
don't be blinded by CTR numbers though... once you establish a good CTR and lower your CPC's even if the CTR falls off a bit chances are you can still maintain volume at lower costs and the only number that really will matter is if your EPC's are staying profitable and your doing the volume you want to do.
If it ain't broke don't fix it.
to add to the OP's questions I'm often guilty of this logic myself seeing numbers drop on the hour/minute and trying to make adjustments.. Just remember the amount of users online, day of week, time of day, feq. numbers, ad position, page display (apps/profile/photo) etc. will all have an effect on CTR so try to at least look at an ads performance over a full day or week as opposed to hourly or you'll always be making unnecessary changes to what could be a winning campaign
Home > Paid Traffic Sources > Facebook & Instagram