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High CTR is resulting in HIGH Click Costs ????????? (8)

08-06-2014 02:05 PM #1 jason a (Senior Member)
High CTR is resulting in HIGH Click Costs ?????????

I keep have this happening to me

Ocpm and I will get a %6 CTR with .06 clicks

Ocpm and I will get a %16 CTR with .18 clicks

Shouldn't my higher CTR ads have lower click costs? My goal is anything .04 and under CPC which is usually obtainable by making 30+ ads and then killing off anything that is not .04 and under but I have noticed lately the ads I have with the Highest CTR are more often than not the ads with the highest CPC

08-06-2014 03:19 PM #2 zeno (Administrator)

Ceteris parabus?

I.e. are each of the ads identical in every single way other than e.g. the image or the headline?

Or do they have different target audiences...

08-06-2014 03:39 PM #3 jason a (Senior Member)

Identical !!!




Quote Originally Posted by zeno View Post
Ceteris parabus?

I.e. are each of the ads identical in every single way other than e.g. the image or the headline?

Or do they have different target audiences...

08-06-2014 05:22 PM #4 es351045 (Member)

I've noticed this problem too. Facebook CPCs/CPM seem to be so random these days. None of it makes sense anymore...

08-06-2014 06:15 PM #5 zeno (Administrator)

It could be a variety of things.

One ad might be delivering mainly at a higher average news feed position where the pricing is more competitive (check reports!).

They may have started differently, leading to the oCPM algorithm optimising the audiences slightly differently.

It may be high tide in the country of the reviewer who approved your ad.

08-06-2014 07:03 PM #6 jason a (Senior Member)

On this particular stuff I ALWAYS make my ads start at the very beginning of the next day 12am. They all start at the exact same time

Quote Originally Posted by zeno View Post
It could be a variety of things.

One ad might be delivering mainly at a higher average news feed position where the pricing is more competitive (check reports!).

They may have started differently, leading to the oCPM algorithm optimising the audiences slightly differently.

It may be high tide in the country of the reviewer who approved your ad.

08-06-2014 08:54 PM #7 zeno (Administrator)

Sure, but that doesn't mean they are equal in the eyes of Facebook delivery algorithms.

If this is happening for you with oCPM, why not treat it like CPC and run triplicates > pause ads that for w/e reason are giving higher CPC (and presumably lower ROI) after a few days worth of data?

Understanding the system would be great, but gaming it for net profit is probably a higher priority, no?

08-07-2014 04:07 AM #8 gamble (Member)

Check your Avg Cpm for each ad. $5 says the higher CPC ads are the one's with higher avg cpm (leading to higher ctr, but not high enough to offset the cpc jump.) A lot of times those placements convert better, so dig through that data. Also, you know how crazy FB can be sometimes so I'm surprised that this is even shocking lol...

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