My first facebook campaign - 20.000$ spent so far (22)
Besides trolling the facebook section of this forum I also work fucking hard on this one campaign.
Offer: Infoproduct
Offer flow: Facebook -> Landingpage -> Optin -> Freecontent -> Sale
I have the offer exclusively, but need to deliver volume
Payout: 250€ per Sale (I get 100% payout until I have my adspend covered which is not yet the case)
Why this campaign: audience in the millions, high pricing to make it uninteresting for the majority of affiliates (need a lot of money for testing), exclusive offer due to previous good relationship with the offer owner
Done so far:
I designed 200+ Newsfeed Ads, all unique and manually created in photoshop, different angles, comic-style, stock images, real life images, crazy images, wireframe images, with and without text in the image, black&white, fake 3d etc...
Manually designed and coded 18 different landingpages so far, from a simple squeezepage to ugly content rich pages to well-styled pages with lots of video to ultra long pagers with more than 10.000px height
Created over 50 good content pieces / emails (arround half of them with custom made video) for the newsletter (optin->sale flow)
Tracking:
- Facebook Conversion Pixel for both the email optin and the sale
- Landingpage Splittesting with Optimizely with tracking for both the email optin and the sale
- Analytics for the rest
- Excel Correl function to measure how ad spend benefits the brand (correlate adspend with brand data which I have access to)
Historical Data:
- so far 4000 leads generated
- negative ROI - arround 15.000€ spend, arround 10.000€ revenue to optimize to where I'm now
Latest Data from Facebook:
All the ads are pretty much the same now, only 1 age group, 1 landingpage and only 1 newsletter sequence:
https://docs.google.com/spreadsheets...3y0/edit#gid=0
It's at 130% ROI right now, data is limited, but a few tests in the past already hinted in the direction as it is now which is not shown in the sheet.
No specific questions. Just thought it would be a good idea to write things down at this point.
Does anybody see any obvious flaws? If yes, blame it on my ADD 
Latest data is looking good!
You probably want to turn off open editing on the Google docs spreadsheet though ...
I can't see any obvious flaws in your methodology, and the spreadsheet's looking good - I'd say keep doing what you're doing 
Originally Posted by cmdeal
Originally Posted by steve from munich
@steve
This is a really good spreadsheet. Do you mind if I copy and use for my activities?
Credit to cmdeal and no.
@steve
Thank you!
Thank cmdeal not me 
I have upped the spend to 400$ / day since a few days. => OMG so much traffic I could masturbate on analytics all day long
All spend is now focussed on a single ad and a single landingpage right now. CPL remained nicely stable so far with low xxx leads / day.
Why did you decide to focus on just a single ad and single landing page?
Originally Posted by steve from munich
How are your numbers looking now? Were you able to start scaling your profit upward?
Since you stated this offer is exclusive to you, do you mind sharing the landing page and ad creatives you are using for the campaign?
Hey guys,
sorry for the delay, been busy.
Originally Posted by Humbleaid
So I'm just using the ad and landingpage with the highest ROI since every other ad has an opportunity cost relative to the best one. Would you say it's a bad idea to run a facebook campaign on a single ad?
Originally Posted by cmdeal
Usually using one ad results in faster burn out.
How many did you originally test? Using one from the beginning is obviously not sensible, regardless of previous data
Tested arround 200 ads originally
didn't test any new ones in the last 2 months or so indeed and running just a single ad since quite a while
frequency of that ad is arround 3 on a 90 day period and impressions in the millions
That freq isn't bad at all for 90 days.
I would turn another ad back on to see how it does.
You can rotate your less potent creatives in to alleviate burn out, and it's possible that there are people in you audience who might not click on the best ad, but would click on the 'inferior' one you have rotated in. End result may be larger % of the audience converted.
Also, with 100's of conversions for a high ticket product, I would strongly suggest you make a 2-million large lookalike audience using the conversion pixel and deliver your top 4 ads to them as well. It is a very practical way to scale to a new audience.
Thanks, will try sth out with ad rotation
Owing you one more beer
Quick update:
Took it to another traffic source (youtube) for more scale. Audience still very broad (couple millions).
Total P/L just broke even, 28.000$ spend, 28.000$ revenue.
Today: 208 conversions
Quick shoutout to ibanez, zeno & cmdeal for their generous advice
What country did you run this in or on FB and what particular vertical is it in?
If US-based, there are a lot of targeting options that may help you narrow down to more affluent audiences - if you are going quite broad i.e. relatively untargeted then these may lay virtual golden eggs.
Don't know about narrowing down the audience. ROI seemed to be very similiar across all subaudiences tested. Currently rather trying to get more traffic and build more volume. As long as each segement of the audience is at least a little bit profitable I don't care how much exactly - even a little bit of profit is better than nothing - and the list grows
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