Help with Facebook Campaign (12)
I have a campaign set up on Facebook. The age I am targeting is 18 year old males in the USA. As far as interest, I am targeting two different keywords
for a total potential audience of 1,140,000. oCPC is being used.
I'm currently testing 5 different images. Here is the CTR, EPC, and CPC on those images:
Image 1 CTR: 3.651% EPC: $0.05 CPC: $0.06
Image 2 CTR: 2.387% EPC: $0.03 CPC: $0.16
Image 3 CTR: 3.141% EPC: $0.12 CPC: $0.11
Image 4 CTR: 1.619% EPC: $0.00 CPC: $0.16
Image 5 CTR: 3.994% EPC: $0.08 CPC: $0.10
If I'm correct, anything above 0.1% is a good CTR. So it's safe to say that all my images are good along with headlines and body copy.
I'm direct linking, so there is no landing page CTR to track.
As you can see by looking at my EPC vs CPC my campaign is not profitable besides Image 3 which is barely.
Is there any other ways can I optimize my campaign to try and make it profitable besides testing a landing page?
Have you tested more than one offer? You may be able to find something with a better conversion rate.
Other than that, adding a landing page into the mix is the only real way to improve on those numbers, that CTR is so good that you really should be looking elsewhere in the conversion funnel for problems.
Dudes, these are newsfeed ads, the 0.1.% target is for right hand sidebar ads.
It's really hard to say anything without knowing the size of the sample ... how much budget and clicks did you run per ad?
What is oCPC ??
There is a LOT of testing you can do here.
Test different images.
Test different headline/body copy.
Test different offers and offer landers.
Test landing pages that bridge to the offer.
Right now, at least from what you have presented, you haven't even tried testing much at all.
If your revenue per conversion is lower than your cost per conversion, then--all things being equal--the higher your CTR, the more money you lose.
Stop focusing so much on CTR. A high CTR is not your goal. Profit is.
Originally Posted by zeno
Why would I need to test different images, headlines, and body copy if I'm getting a good CTR? Wouldn't it (poor conversions) have something to do with either my offer or the fact that I'm using direct linking? Or maybe my demographics and Interests?
Originally Posted by cmdeal
Originally Posted by hannahmcintyre
Yes, I've tested similar offers and this one performs the best. Definitely thinking about testing a landing page. I just need to find a good copywriter.
Originally Posted by steve from munich
This is actually my 2nd campaign that I am testing. I've spent about $70.00 and got about 319 clicks. My first campaign I spent around $320 and got around 1896 clicks. The only difference between the two campaigns are the Interests I was targeting.
Optimised Cost per Click (oCPC) is not a bidding mode on Facebook.
You are likely bidding oCPM, i.e. you pay per impression.
If that were the case all copywriters might as well quit.
CTR on Facebook is a useful metric to nail, sure, but it is only one part of a formula that determines net profit.
I think you have the wrong idea about the goal of your ads.
The goal of an ad is generally to sell something to someone or get them to do some action. High CTR ads are often high CTR because they focus too much on drawing clicks and not enough on marketing to the user. This is why it is quite normal for high CTR ads to not be as profitable as lower CTR ads that better portray the benefits of a product/service.
In the end your advert profitability comes from CPC vs EPC and the CPC is influenced by CTR, but your EPC is influenced by subsequent landing page CTRs, offer CVRs, and potentially back end lead quality, and all these are influenced by the entirety of your creatives - your ad copy, headlines, text used, images, etc.
Originally Posted by zeno
If that were the case all copywriters might as well quit.
I think you have the wrong idea about the goal of your ads.
The goal of an ad is generally to sell something to someone or get them to do some action. High CTR ads are often high CTR because they focus too much on drawing clicks and not enough on marketing to the user. This is why it is quite normal for high CTR ads to not be as profitable as lower CTR ads that better portray the benefits of a product/service.
In the end your advert profitability comes from CPC vs EPC and the CPC is influenced by CTR, but your EPC is influenced by subsequent landing page CTRs, offer CVRs, and potentially back end lead quality, and all these are influenced by the entirety of your creatives - your ad copy, headlines, text used, images, etc.
PS. Excuse my newbness. I'm only a couple weeks into this.
I recommend using the Power Editor, not the native Facebook Ad Manager.
The latter obscures a lot of the truth about how Facebook works and will hinder your learning (and waste time!).
In that example picture you are basically selecting oCPM but weighting the algorithm toward clicks.
Regarding CTR, 0.100% is a guideline for the old sidebar ads - which are now phasing out.
For the news feed, 3+% CTR is a better benchmark.
Again, CTR is just one piece of the puzzle and it is never the end goal.
What you are looking for is the best combination of image, ad copy (headline/desc/body), angle, landing pages that give you the highest net profit at the end of the day - and finding this requires a lot of testing (lots).
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