Facebook Not Spending Budget - Help! (7)
Hey Guys,
I have a Facebook advertising problem, and I really hope you can help!
Basically, I am running a campaign for a client in an admittedly undesirable Facebook niche - but it is profitable.
MY PROBLEM - is that despite having a daily spend limit of about £1000, Facebook will only spend about £250 a day.
My audience size is about half a million, I am running newsfeed ads to desktop only (but had this problem when using mobile too).
I have tried:
* Using oCPM
* Using CPC and bidding 3 times over the suggested, which is 6 times over the actual average price
* Duplicating the campaigns multiple times
* Creating new ads that point to a different path on the same domain
* Emailing Facebook to ask "WTF?!" .. they responded, predictably, "Use oCPM"
I'm at a loss! The CTR is low (like 0.5%) - But I expect that because of the niche - but as I said, its in profit - I just need to hit my limit!
Any tips or advice you can recommend? Im trying the same ads on a new ad account today to see if that makes a difference..
News Feed, if it can be bruteforced like you want it to be (low-CTR, must-use-all-budget campaigns), will be the reason that FB is overtaken by the next social media behemoth with a better feed algorithm. You will need to bid 20x what you're bidding now and try again. You just can't keep appearing if your CTR is so bad...
500,000 people in your demographic.
250,000 log in every day (it's about 60% for mobile and 50% for desktop as of last year, I don't see why desktop users would be logging in more these days).
0.5% Unique CTR = 1250 possible unique clicks per day.
I may be wrong but I am pretty sure you are at the limit of this demographic, with this niche/campaign.
I recommend RHS to pad out your volume a bit. Your CTR will be horrible though, if NF is only giving you 0.5% CTR - try using pictures of people. Even dentists advertise with pictures of people/girls to great effect (the CVR will drop but the ROI will increase due to the positive volume/CPC changes...)
If you've tried all these things it could just be that you are being 'outbid' by other advertisers who are generating a higher eCPM for Facebook. Your ad CTR is low for the newsfeed so this is quite probable.
Have you split tested many ads or have you just been focusing on this particular one which has a low CTR...
Edit: good points redrummr. What is your daily reach on the campaigns?
Hey guys,
Thanks for your replies.
Yea it really sucks that we cant hit the Newsfeed particularly hard.. if I bid 20x my current amount.. thats fine as long as im not actually charged @ 20x.. that would hurt the ROI a fair bit!
I would be very happy with 1250 clicks a day! I think it's more in the region of about 100-200 a day at the moment!
I tried RHS, but couldn't convert it .. I've found that with other "non-sexy" niches too - It's like the ads are placed where they get accidental clicks, or BS impressions .. But I agree the clicks are available from the right hand side.. just much harder to convert when you need a bit more text etc to "convince" the user to click..
But you said "to pad out my volume a bit" - would MIXING the destinations give a boost to the NF impressions you think?
I have tried many different images, and copy.. I can get maybe 1.1% on NF .. im no stranger to high CTR - other niches I can consistently hit 16% CTR with good targeting but this niche is a mission! I could spike the CTR with incentives or freebies, or whatever - but its the conversions and lead quality that matters ..
What I find most weird, is that I have previously used Desktop and Mobile in tandem, and split the campaign out by gender and various age ranges - increasing the reach considerably .. it still goes to the same domain, but different landing pages - and Facebook STILL only spend like 25% of my actual daily limit - to clarify - they spent what im able to spend now on desktop...
Any tricks/cheats you can think of?
Try this. Set budget of $90,000 USD. Post updates!
Firstly, your eCPM for Facebook is too low. Either bid higher, or improve your quality score or make ads that don''t generate as much negative feedback or, if you can, do all 3.
Secondy, if you bid 20x higher, you will not automatically be charged 20x more, that is not how Facebook's auction system works. Facebook's ad algorithm is based on a VCG (Vickrey Clark Groves) auction. This is FUNDAMENTALLY different from Google's auction system which is GSP (Genralised Second Price) https://www.aeaweb.org/aea/2014confe....php?pdfid=494 Under VCG you should bid as high as possible as long as you achieve your target profit margin. You gain no mathematical advantage from artificially bidding lower.
I think the key to your problem is the scale of audience, and half of million could spend at most $100, so £1000 is a dream to this amount of audience. so you could try to target broad, then to improve your banner ctr.
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