Facebook Dating Targeting - Quality? (4)
Over the past year or so, I've been running Facebook buys for big advertiser (ie: spent $xxx,xxx Feb).
The average CPR was about $12 for senior and $10 for Black.
What I'm trying to figure out is the quality. For all these CPR leads, the ROI quality ran around breakeven for the advertiser.
There were some big affiliates would would get a $18 CPR, and the ROI was often over 50% (and still high volume).
This means the CPR is higher, yet the quality/ROI is still MUCH higher.
I dug deep into quality breakdown by gender, device (pc, tablet, phone, etc), location, age, etc.
While there are trends (ie: female > male) I'm starting to think something specific about interest targeting greatly influenced the higher lead quality.
Does anyone have any experience or insight in this? I can surely share some learnings about the advertiser side of things 
A few from the top of my head:
- Age of the target demo
- Age of the people used in creatives and in LP's
- Calling out age in LP's
- Not promising instant sex and shouting out loud FREE in the ad copy
Those big affiliates might have been running on Google or somewhere else where they'd be able to get intent-driven traffic which almost always works better.
What interests are you using in general? Have you tried splitting the interest targets in half across two separate campaigns to compare CPR?
The affiliates were definitely not running Google. All Facebook.
Females are about double quality, and (for senior) 50+ was prime.
Higher CTRs, images, etc seem great to get a low CPR...but those leads actually had a higher paid subscription rate.
My CPR was lower (at $12) compared to their $17...but their quality was still higher lol.
These seems like good pointers:
Age of the people used in creatives and in LP's
Calling out age in LP's
To maximize volume, I targeted general dating terms (ie: flirting) or did no interest targeting at all.
Thanks for the advice though! Trying to crack this FB puzzle.
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