How to Reduce Cost of Click to Website? (37)
I know the answer is.... it "depends"... (especially with angle, copywriting, targeting, etc.)... but
What is the most cost effective way to lower clicks to website?
There are combinations of "objectives" and bidding strategies that seem to confuse newbie (actually I used to do mid $XXXX spend in 2010 but 5 years later, FB has a TON of more options) like me.
1. Send people to website
=> Website conversions
=> clicks
2. Increase conversions
=> clicks to website
=> clicks
3. Boost post
=> post engagement
=> clicks
NOTE: I didn't include "daily unique reach" and "impressions" for these because I'm assuming this is bad for performance advertisers ( I could be wrong.. if I am, i'd love to hear your thoughts).
Can any FB ad gurus chime in and give your feedback on what combination has produced the best results for you?
taewoo, Plz tell us what your aim is with your campaign. Is it lead generation or just simply branding? What are you trying to achieve? Mobile or desktop traffic? It depends on many factors, but one thing is for sure... The higher your CTR or Engagement Rate is the less you're paying for your traffic.
1. Aim => Conversion, of course! I've yet to meet branding marketers on STM. 
2. Achieve => Lowest CPA. Desktop or mobile.
Actually, it's for a live webinar that I currently do. I am going the AM route of preselling => web. registration, which believe it or not, works wonders so I have no idea why on earth more webinar marketers don't use this approach.
Maybe it's b/c it's a webinar, i've noticed that desktop feed tends to have the lowest CPA (maybe because people are in "work/learn" mode). But the CPC thing is fairly too high (erratic but between $0.33 and $0.75'ish for US 35-54).
Hi,
What is your target market? Normally for the US/UK/CA and AUS I get a cpc of 0.01 - 0.05 on FB. PM me if you need more info on how I do it.
Cheers,
R.
That first option you have there is oCPM. It's worded differently, but that's what it s.
Hi guys,
I have been overloaded with PM's so instead of sharing it to all of you one-by-one, I feel this forum will help me and all of us, so I share what I know and what I have been doing for the last 12 months.
Yoo Juntao65,
What I do are a few simple steps:
1) Narrow your target, make sure it does not exceed 4 million in your target;
2) Never use C2W (Click 2 Web), use PE (Post Engagement) but make it in PowerEditor, so once peope click on the pic, they will still be redirected to your web;
3) Here is the "trick". DON'T use USD as currency. Use for example AUD, or Indian Rupee, or Philippine Peso's;
4) Make sure your daily budget is only the equivalent of 1 USD in the currency you are choosing;
5) Now here is the "trick" make 1 campaign with one ADSET, in this adset make 10 ADS (yess all the same ads, so just copy-paste)
6) Once you are getting a good CTR, just scale up by copying the ADSET, so you will have 1C (campaign) - 10-15 ADSETS - each having 10 ADS. So this means 100-150 ads per campaign;
7) Make sure you keep monitoring the adsets;
8) In my case of doing this for one year, I am able to get a CTR of 50% to sometimes even 500-600%.
9) For all of you who don't want to change their currency, the closest thing you can fo using USD is to set the max per day for the adset to 1.13 USD
Hope this will work for all of you. It works for me.
I love this forum so far even though just started but I feel that by sharing, my knowledge can be used by the members and hope in the future the same will happen to me if/ when I ask for something 
Cheers,
R.
Split testing CPM to achieve a high CTR is the best method IMO.
I would create 5 different creatives and split test audiences over a week to determine CTR. (Different days can cause different CTR)
As the user above has stated, always use non-USD currency. Budget limit is removed with this.
Originally Posted by romeor
I have been overloaded with PM's so instead of sharing it to all of you one-by-one, I feel this forum will help me and all of us, so I share what I know and what I have been doing for the last 12 months.
Yoo Juntao65,
What I do are a few simple steps:
1) Narrow your target, make sure it does not exceed 4 million in your target;
2) Never use C2W (Click 2 Web), use PE (Post Engagement) but make it in PowerEditor, so once peope click on the pic, they will still be redirected to your web;
3) Here is the "trick". DON'T use USD as currency. Use for example AUD, or Indian Rupee, or Philippine Peso's;
4) Make sure your daily budget is only the equivalent of 1 USD in the currency you are choosing;
5) Now here is the "trick" make 1 campaign with one ADSET, in this adset make 10 ADS (yess all the same ads, so just copy-paste)
6) Once you are getting a good CTR, just scale up by copying the ADSET, so you will have 1C (campaign) - 10-15 ADSETS - each having 10 ADS. So this means 100-150 ads per campaign;
7) Make sure you keep monitoring the adsets;
8) In my case of doing this for one year, I am able to get a CTR of 50% to sometimes even 500-600%.
9) For all of you who don't want to change their currency, the closest thing you can fo using USD is to set the max per day for the adset to 1.13 USD
Hope this will work for all of you. It works for me.
I love this forum so far even though just started but I feel that by sharing, my knowledge can be used by the members and hope in the future the same will happen to me if/ when I ask for something
Cheers,
R.
Can changing currencies in your FB ad account trigger an account review and possible ban? ( I am not running any thing non-compliant... actually, no AM offer at all at this point on FB)
PS: How is CTR > 100% even possible?
Originally Posted by romeor
I have been overloaded with PM's so instead of sharing it to all of you one-by-one, I feel this forum will help me and all of us, so I share what I know and what I have been doing for the last 12 months.
Yoo Juntao65,
What I do are a few simple steps:
1) Narrow your target, make sure it does not exceed 4 million in your target;
2) Never use C2W (Click 2 Web), use PE (Post Engagement) but make it in PowerEditor, so once peope click on the pic, they will still be redirected to your web;
3) Here is the "trick". DON'T use USD as currency. Use for example AUD, or Indian Rupee, or Philippine Peso's;
4) Make sure your daily budget is only the equivalent of 1 USD in the currency you are choosing;
5) Now here is the "trick" make 1 campaign with one ADSET, in this adset make 10 ADS (yess all the same ads, so just copy-paste)
6) Once you are getting a good CTR, just scale up by copying the ADSET, so you will have 1C (campaign) - 10-15 ADSETS - each having 10 ADS. So this means 100-150 ads per campaign;
7) Make sure you keep monitoring the adsets;
8) In my case of doing this for one year, I am able to get a CTR of 50% to sometimes even 500-600%.
9) For all of you who don't want to change their currency, the closest thing you can fo using USD is to set the max per day for the adset to 1.13 USD
Hope this will work for all of you. It works for me.
I love this forum so far even though just started but I feel that by sharing, my knowledge can be used by the members and hope in the future the same will happen to me if/ when I ask for something
Cheers,
R.
Practically speaking, even 50% does not make sense.
We spend about 30K a day on Facebook, and I think we are pretty close to knowing most of the tricks out there. Heck, even 5% CTR would be really really stretching the realms of credibility.
Originally Posted by cmdeal
Thanks for sharing your knowledge romeor!
I have been able to constantly do 4-5-6% CTR on my ads without any problem although it very much depends on your angle and creatives!
To be honest Facebook doesn't like it when you duplicate ad sets, it happened to me several times that I duped the adsets and the account went under review within an hour!! So you def have an interesting approach!
I will give it a shot and test to see if your strategy can be used for my campaigns!
Originally Posted by cmdeal
Other than the math.. would you say that other tips from @romeor are kosher?
Would love to hear from you about more of these tricks.
Reading at the steps. Probably he meant CVR instead of CTR 
Originally Posted by qureyoon
Originally Posted by andyvon
Hahaha thanks for all the feedback.
Let me try answer all one by one:
1) How is such a high CTR possible? I don't know why but I have gotten it often, I only know how, not why hahahah : This is a campaign just running for 4 hours: http://prntscr.com/62x7ih
I am looking for more examples on a higher ctr, but those accounts got disabled
2) I think because adding several of the same ads within one adset, makes the ads like cannibals...they will eat each others budget..but for some apparent reason gets a high CTR.
3) A few months ago to get an ever higher CTR I would schedule a certain adset to only run in prime-time and with a end time of 1-1.5 hours...so FB will suck down the budget no matter what.
Again, I dont say the above method will work for everyone, but I don't think its undo-able. I have been doing it and am still doing it for over one year
Hope I have answered some of the questions.
Cheers,
R.
Guys...made some more screenshots:
http://prntscr.com/62x9kt
http://prntscr.com/62x9ta
http://prntscr.com/62xa2u
Tx...
Cheers,
R.
Hi Datauser,
Sorry what I mean is, never use the C2W on the ads manager. So there are two options, both made in PowerEditor :
1) Use the PE, using text and correctly have the link in the text of your post;
2) Use the C2W option BUT in the POWEREDITOR...It becomes a post but when clicking everywhere in the POST, you will be directed to the website;
Difference is the first one will get you a much lower price per cpc, the second one a higher cpc. All depends on the offer etc. on which you choose.
I have used the first method the last 4 months now. The advantage is, it can be made "viral", for example add a small text like: "Please share if you find any of your friends in your position"...or "Share this if you think this information would be beneficial for others"...It looks like a insignificant sentence, but it makes a big impact in the numbers of shares your post will get.
Cheer,
R.
Originally Posted by tomcpalead
Originally Posted by romeor
Using the power editor, if I use the Post Engagement...
1) What do I optimize for? engagement, clicks, impression, or reach?
2) as far as bidding.. is there a formula you follow? how do you base your starting point?
Hmm, not so sure everything discussed here makes sense.
1) Facebook will be currency agnostic. Do you really think there is a substantial loophole to ad pricing by switching currencies? The only thing I can see happening is a) at very low CPCs a currency like Rupees might let you drop below a USD $0.01 cost floor, and similarly you may get slightly lower CPMs due to rounding with USD, e.g. paying $0.36 rather than $0.3577. But I imagine Facebook has their own machinations that even things out. Or they might not since it could add a small % to their margins.
But seriously, come on, they are running a multi-billion dollar advertising business. Do you truly think that they will have a currency loophole? If even 1% of users used this loophole and it saved you 1% in advertising costs, then each quarter they would lose $250,000 in revenue. That's enough to employ 2-3 of the smartest MIT graduates full-time for a year just working on minimising loss through the auctioning system. Facebook isn't stupid.
Furthermore, what currency is your CC in? Hope you like FX fees.
2) If you want to run on Facebook, you really should understand the difference between bidding modes, oCPM subsets and ad types. Page post engagement and clicks to website as campaign-level objectives do nothing other than change the available bidding modes you can select and the oCPM subset used.
By switching from Clicks to Website > Page Post Engagement, I presume the oCPM subset changes from oCPM(clicks) to oCPM(social). Which one will get you cheaper 'clicks' must be tested.
In this instance, define what a click is. Remember Facebook will consider likes, shares, etc as "clicks" so a $0.01 CPC does not == how much you pay per user to your external URL.
I digress, people will figure this out when they run campaigns. I like using PMDs so I can avoid the stupid interface and obscuring of bidding modes that FB likes to do with every update.
3) When you first start ads and have them at very low budgets, they tend to get high CTR and this drops as you collect more data. It's just statistics really, assuming FB doesn't prioritise delivery to "super CTR users" in the first 100 impressions of every ad. They may do, not sure. It's Facebook.
Looking at your data, it looks like all the adverts have a tiny number of impressions, like 10-200 with the biggest being at about 500, and a spend of about USD $0.50?
A few thoughts:
a) is this approach not the archenemy of scaling? I surely wouldn't want to duplicate ad sets 1000 times just to reach a measly $100+ a day in spend.
b) Facebook accounts have a limit to the number of ads you can have. So this will hard-cap this approach and your spend.
c) when you duplicate ads they get reviewed and doing this a lot will constantly put you under scrutiny + raise the risk of a mess-up leading to disapprovals/bans
d) The oCPM algorithm is built to collect significant conversion data and optimise the audience ads are delivered to. It does so at the ad set level, so having everything spread out over many ad sets nullifies that. In fact, if using oCPM with this approach, you will probably only ever reach a small % of your target audience.
Anyway, there are always nuances with traffic sources that let you get away with traffic costs lower than what others will get. In the end you wont get lower CPMs but your CPCs might be lower due to a higher CTR, which may come from Facebook initially delivering ads slightly differently in the first few hundred/thousand impressions than in the latter when you scale. I believe this was mentioned in a similar thread about exploiting CPA bidding.
I'll be launching some Facebook campaigns in the 6WAMC this coming week so will run a split-test of a bajillion ads/ad sets with tiny budgets vs just a normal approach, let's see how they do.
In the end we're all after profit right, so whatever approach gets you the most net profit (scale!) is the one you should stick with.
I once tested 2 exact same campaigns with one in USD currency and one in Vietnamese currency, and the CPC in the USD currency campaign was always 2x or sometimes even 3x as expensive as that of the Vietnamese currency campaign. After that I always wondered whether the currency affected the CPC but I have not tested that more extensively.
Originally Posted by avn_0903
I would really love for different currency accounts to be cheaper to the point that the added credit card FX fees are compensated for, but I just don't see this being realistic.
Why would Facebook do this? The only thing I can think of is something tax-related where they have to surcharge on a certain currency, but this makes little sense as charging global clients extra based on the currency they use is nonsense.
Yes, this is a much better approach IMO.
These are what I consider as the 'executive variables'. I don't usually split them separately like so but I can see the method to it, it makes sense provided you're willing to run at a loss for quite a bit to get the data.
The conversion tracking from Facebook should always be used where available to build lists for later use, retargeting, lookalikes and where possible to allow the oCPM algorithm to optimise delivery.
Without FB conversion tracking... oCPM simply won't work ideally unless you are optimising toward on-platform actions like clicks.
Anyway, welcome back Adrian!
Originally Posted by fbqueen
Thanks
Originally Posted by datauser
When you say page post and link ad, what do you mean by page post? A page photo post? In my mind a link ad is just a page link post, so not sure what you mean here.
It's quite interesting to see such a large different between website click CTR and CVR with the primary difference being a link in the text vs a link-out image. Perhaps it's a matter of intent, with people who click on the link being more interested, vs the habitual clickers/thumb tappers who cant help clicking on images.
Photos are also slightly larger and get more shares/engagement so the lower CPC isn't unexpected.
Did these ads also have identical bidding modes?
I find the Facebook native interface and PE to be really bad at obscuring the truth to the situation.
There's bidding modes, and there's the conversion spec (objective) defined for the ad when using oCPM. To me, everything else is just user interface fluff.
With oCPM things get complex as you can bid toward the click, action, social or reach subset and then set a conversion objective to just about any front-end action as well as offsite conversions. Actually, I'm not sure if bidding at the clicks subset is forced when you pick a click as the conversion spec, and conversely if the oCPM system targets the action subset if you pick an offsite action as the objective. Hmmm. OK, this is probably confusing to anyone who hasn't played with PMDs or looks at the developer docs.
There is the potential though to bid for oCPM clicks but then optimise for offsite conversions, so that on the frontend FB delivers your ads to 'clickers' then overtime optimises the audience toward 'clickers' who 'convert'.
Sorry - I been using Qwaya so long it got me using their language.
Page Post = Photo Post with text above it and a clickable URL.
Link Ad = Standard NewsFeed ad that is 1200x600 with Title/Body/Headline/Description/CTA Button (shop now).
Both had identical bidding modes (optimize for conversion) and same image + body.
But your 100% correct. The link-ad gets more off-site clicks b/c people are clicking the image which links off-site (unlike page post).
Conversion Rate is better on Page Post ad b/c more serious leads are clicking on the actual URL link.
So I have been debating lately which i'd rather do.
- A lower conversion cost with the Page Post ad on the front end is GREAT. But, you are sacrificing
an abundance of potential custom-audience retargeting data that you can use in the future for mega
cheap traffic and high cvrs.
- Link Ad CPMs are higher, they get less reach and have higher conversion costs. But, their off-site CTR
is way higher, resulting in more custom audience pixel fires and premium data you can use on many
other offers in the future.
Maybe I should just do both of them and have it all!
But my main thing is ... When creating a campaign on the book that has the objective "conversion to your website"
... when you get to the bidding model there is no option to "optimize for website clicks." However, there is an option
to "Optimize for clicks."
Now that FB views a "click" as any interaction with the ad (share/like/comment), i'm unsure if I would actually
want to optimize for "clicks" if my objective is to get people to leave FB, hit my lander and convert. So if you
have a conversion objective campaign optimizing for clicks then you may just end up getting more post engagement
but still have a low % of off-site clicks.
What would be mega dope is the ability to have a website conversion objective campaign with a bidding mode
for optimizing for website clicks (rather than just clicks). Then you'd truly be optimizing for people that specifically
would be off-site clickers that are likely to convert.
Seems like fbqueen said that is what she was doing with her trick in power editor. But, I didn't see that option in
my power-editor or qwaya.
And I agree Zeno - FB def. fluffs the ad interface to make newbies get excited. It's kinda like the notification icon
on personal profiles now ... back in the day, I got one notification every other day (unless you are a single girl then you get blown up)
but now days I have a zillion notification for stupid stuff like candy crush, etc. More activity keeps fb users engaged and excited.
I remember the good ole days when I had a notification I was like "Oh snap, I gott'a see what this is!" now i just ignore them haha!
Hope ya'll understand what I'm saying here. Seems like a Win/Lose situation unless your using both models
or have a special trick up your sleeve.
Originally Posted by AdrianM
PS: BTW... love your blog posts. Why did ya stop? Such great content. Are you still running campaigns or are you in info product / teaching world these days?
Originally Posted by taewoo
These stats are for US traffic only.
As for the blog posts, thank you!
I still run mad campaigns, of course. But - I still do public speaking around the US
as well as info-style products, like the books that I wrote, etc. I've also been doing
a ton of mailing this past 2 years as well. So ... pretty broad in terms of what I do.
We have a huge studio I can film blog posts in. But, I rather check my stats than
record on camera every day =P I'll get some new stuff live sooner than later.
Junta - trying optimizing for conversions as your objective.
The first day or two your CPM is always going to be high.
After a few days your CPM always drops if you have a decent CTR.
You shouldn't start out a campaign with a budget so high with CPM
simply b/c of what I stated above.
Hope this helps.
Adrian: Optimizing for conversion means we need to plant the Facebook pixel in the offer page? Do I just copy paste the Facebook pixel into the Cake's testing & tracking pixel HTML textbox?
Originally Posted by juntao65
To be positive, you should speak with your AM when placing your pixel. But,
it should work no different than a prosper202 or cpvlab cvr pixel. Just need
to make sure your put the right code in the right place
Originally Posted by AdrianM
I myself find that CPC bidding and optimizing for Website Clicks work good for me, but my goal is to slash costs per conversion by at least 30% (local currency devalued by 30% last month = my USD costs are 30% higher now, i need to do something).
Do you think dayparting feature has negative effect on CPC?
Which features from Qwaya you use most?
Thanks in advance
Create a bunch of ad sets with your best ads with low budgets. Slowly increase your daily budget on the best ad sets. Pause low ctr and high cpc ads inside ad sets.
Originally Posted by xzzxpimpxzzx
Originally Posted by qartv3l1
Read zeno's FB guide on scaling.. he talks about this
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