I've been testing a funnel on FB using a high budget to get fast data/feedback. After spending a day at approx. $250 budget, the campaign was at a negative ROI. At that point, I was getting .10 CPC on FB, which I consider pretty good.
I knew of a better offer that I could use with the same funnel that would likely convert better and put the campaign into a positive ROI. Following what I believe to be conventional wisdom of starting a new campaign whenever changing a part of the funnel in order to not screw up my metrics, I paused that campaign and started a duplicate one with the new offer on the landing page.
As expected, the new offer is performing better... but the CPC's on this new (otherwise identical) campaign have doubled to .20 and aren't coming down very quickly, so I'm back to a negative ROI.
It seems I would have been further ahead just keeping the original campaign that was already receiving low CPC's and changing the offer which would have given me an immediate positive ROI, rather than risking what is occurring now... high CPC's giving me a negative ROI. It would have messed up my data a bit, but I could have simply run reports from the date I made the change and my data would be accurate from that date forward.
Am I incorrect that you should always pause then start a new campaign when making a change to the funnel, or am I missing something here? Thanks in advance.
I never pause a campaign with such low CPC. 10 cents a click is great.
My question is though, what kind of tracking software are you using that you can't track several offers using 1 campaign link?
In CPV Lab you can track down to LP and Offers pretty much as many you want... I usually start testing at least 2 LPs and 2 Offers to weed out the bad performing ones.
always switch out offers man.... Nothing wrong with testing out other offers.
Thanks for the responses... yeah, I can track the data per offer using prosper. I must have misunderstood what I read about starting a new campaign when you change a part of the funnel to keep the data pure.
Since I'm at this point now, is it worth re-starting the previous one, or do you think it's better to let the current one run and hope the cpc comes down in a day or so?
You could always look at the data within a certain time range to keep the data 'pure'.
With Facebook, you should avoid pausing a work campaign. Especially when getting $0.10 clicks.
This is where a tracking system comes in, allowing you to modify the backend without messing with the fickleness of Facebook.
Since you have paused that campaign, it's performance history is probably pretty dead.
You likely won't get the same performance when you reactivate it -- but you could be lucky.
Contrary to consensus, Facebook does look at past performance when you reactivate a campaign butthe recent/current performance has a much larger influence. Even I didn't believe this until recently when a FB developer said so in a FB group discussion.
In other words, when you reactivate the campaign, for the most part its future will be dictated in the same way as a virgin campaign being released from the nest.
Thanks. Expensive lesson learned.
Yeah, most lessons are expensive. haha!