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My confusion on facebook advertising (9)

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Hey guys, I am the newcomer so here is my follow along, I runed two campaigns recently, and the details as follows,

Two weeks ago:
Offer: DU Battery saver
Platform: facebook
Placements: Mobile News feed
Bid mode: CPA
GEO: IND
CTR: 4%
CR: 7%
Now:
Offer: DU Battery saver
Platform: facebook
Placements: Mobile News feed
Bid mode: OCPM-Action
GEO: IND
CTR: 4%
CR: 1%

For DU Battery saver, we put same banner for IND on the facebook, why the CR of CPA is much higher than that of OCPM-Action? maybe the facebook provide the high quality traffic on CPA basis ?

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Hi Tiger
I have two years experience in facebook advertising.
I find that bid price would affect traffic quality, that is, the higher bid, the better traffic.
It seems that this has been acknowledged by Facebook.
hope this can help you .

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Ok ,I'll try it later, thank you.

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Bid modes alter the audience that Facebook delivers the ads to as well as placement in the ad column - since CPM, CPC and CPA are fundamentally different bidding modes. A high conversion rate on CPA actualy favours Facebook.

Comparing the oCPM and CPA campaigns doesn't really achieve much if you are not seeing the wider picture and comparing cost/revenue/ROI/volume.

Also, what action were you using CPA bidding for? Link click?

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Thanks for your help, take IND for example, I runed my ads on CPC basis before, because the traffic is easy to get lossed by news feed, so I got very low ROI ,just 10%. and the other dates are : CTR 4%, Cost 0.01, CR 10%. Then I found that compare to the news feed , the offer link click can get a high ROI ,even it can get to 100%. the others is CTR 4%, Cost 0.00, CR8%. but when I use OCPM now, the CR is only 2%, so we can't get any profit. I think the mobile news feed is not associated with the place of ad platforms, so I'm still confused that why the two models have such a big differnce on CR ? could you give me more details? I'd love to provide much more datas if you need.

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When you change bidding modes, you change the specific segment of your targeted audience that your ads get delivered to.

The issue is that, when you switch to oCPM, it's a slightly different audience and for whatever reason they are not converting as well -- yet.

How many clicks was this over?

oCPM needs time to optimise and should generally be used for large audiences e.g. more than about a million but should work OK with 250,000+

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Hi zero,
this is screenshot of the clicks with two types,

ocpm:


cpa:

Compare to the CPA, I spent lots of time in optimising on OCPM bid mode , and it is well done I think . But we lost money because of the low CR, just 3%.actually maybe I will get a profit if I could improve the CR. by the way, could you give me some advice to improve it? thanks in advance.

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It's likely that the audience with the CPA bidding mode is just better in this case.

What is your audience size?

You will need to give oCPM more time/impressions/conversions for optimisation to work well and you could play with the bids, e.g. bid for clicks, or for actions, see whether this gives much of a difference, and so on.

It comes down to testing things out to find what works and what doesn't.

Your traffic is cheap, so there's no excuse for not testing things.

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Take the audience in India for example, after selecting the target country, age, device, system,language, the number of audience is 86 million in FB,
for CPA, actually my traffic is not cheap, it's just because I have a method to make the price lower.
and the price of OCPM owns to my long time optimization , so in fact the test price is a little expensive for me.
however, test is a good method to find what works and what doesn't as you said.
thanks for your help, I learn so much from you.

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