How to get cheaper clicks on Facebook? (17)
I have been running a few Teespring campaigns on Facebook but I cannot seem to crack the code of getting clicks for anywhere near a reasonable price. Right now clicks are at about .70 - I am targeting pretty broad USA audiences so I thought this would make it easier to get traffic for cheap but I am having no luck. I have tried experimenting with Click to Website, Clicks, and Impression bidding options but haven't found the fight combo.
Any pointers? Clicks in the .05 range would be good. I know it has to do with ad copy as well but I am pretty sure the copy and shirts are not the problem here because I am getting very little traffic.
That is a million dolar question bro 
But yeah .70 is really too much. You should start working on your creative so it gets better CTR. With good CTR you should be getting clicks for 0.1-0.2
What are you running, newsfeed?
for a mass product, 0.70 feels way too high.
kinghustler is right, what kind of ads are they? speaking in CTR's might be more useful.
e.g. newsfeed CTR's of 5% should get you like 0.05. so how far away are ya?
Today I was able to get down to .50 per click with Newsfeed and Sidebar ads. I have the campaign split between 3 age groups and of the three groups the Best CTR was .86% (only based on 2,500 impressions). I now have it set on "Clicks to Website" and letting it set the bids to optimize for me, yet still not getting very many impressions. Not even close to enough Data to work with to start optimizing for better targeting. I doubt I will be able to come close to 5% CTR before optimizing targeting, but you think this is possible on a broad reach campaign ?
I also tried setting up a Page post Boost to see if that yielded better results but so far on a $10 spend, also with auto-optimize for clicks, I have only gotten two engagements and .60 cent spend (Which also is way too much $ per engagement) - I will never turn a profit at these prices so I need to figure out what I am doing wrong fast...
First of all I would probably try to spy on my competition to see how they're doing these promotions.
If you're running a teespring campaign, look for pages that are relevant to your niche/topic and check how they post those shirts.
Second of all, try using vivid/neon colors as background of your shirts maybe also add a nice border, make it stand out from the newsfeed.
And last, make sure you're split testing ocpm and cpc bidding. When you bid for the click just put 3x more as your suggested bid.
5% CTR on ad should get you a cpc below 20 cents but it's hard to get 5 cents with broad targeting in the US.
Try different targeting options. Some are a lot more competitive, also try different angles. You cant just force a low cpc on an angle that is just not interesting. Perhaps the shirt design is just bad?
<1% CTR in the news feed will murder your ads.
CTR isn't the be-all-end-all - far from it. But, if you are bidding CPC you have to realise that the CTR directly affects the ad delivery algorithm and essentially the revenue generating 'potential' of your ad in the eyes of Facebook. If CTR is low, you need to pay more for clicks for FB to break even vs higher performing ads.
I would recommend giving us some hard data. Show us some ad images. Show us your targeting, bidding, etc. It's much easier to help and be critical when we can actually see what's going on.
By the end of the day I got it to and avg .34 cent CPC with a avg CTR of around 1.2% (cut the ads down to just the one ad the was getting most clicks)....I guess it all really just comes down to having a highly effective ad written specifically for the audience you are targeting. From spying on successful campaigns I also notice that having a fb page with a lot of followers is almost essential in having success with Teespring.
Originally Posted by cbmusic28
If you get the creative/market right, the Facebook page doesn't mean much. How many people do you think actually click on the page to browse it before making a decision to click or trust your ad? A minor segment of the market, also known as the skeptics, who are already highly likely to not convert.
Others can comment - but I would really get more targeted interests.
Who would buy that shirt? This shirt clearly is about race - and you have that targetted - but I am certain only a small portion would buy that shirt. (Just like only a small % of white people would buy a confedere flag shirt that said "protect our heritage" or something else.
Also - what is up with the facebook page name? This is assumptions - but the person that would actually consider buying that shirt might think you are making fun of them...?
Also the design - should really be something more like a siloutette of each person and then maybe use the hashtag #blacklivesmatter.
Timing - you might have missed the timing - when this submarket was super hot and would buy this shirt.
Originally Posted by apeek22
Yes I definitely agree it was the wrong FB page to use to promote the page with. If I decide to pursue the Teespring route I will build a page specifically for T-shirts.
I like simple bold designs like that and have seen many similar designs in that past - but I understand something slightly more involved might do better
Yes - timing is everything - It would probably do better around a big news story related to the issues.
Side note: I also realized I should have used a T-Shirt or Hoodie as the main image and product on the landing page - they convert much higher then crewnecks and some people might not have seen the options.
I think there are some fundamental issues here:
1) Targeting is broad. You are targeting an ethnicity and some buyer behaviour. This doesn't do much to connect you with the passionate "Black equality" market you are going after.
2) Don't bid oCPM on something unproven, you'll waste money. Bid for clicks so you pay for more useful data initially.
3) Your ad does very little to appeal to the market. It's based around emotion and fervent support of something quite controversial that polarises public opinion. Tug on that. I don't know who these people are in the post text, so if I do strongly support the message or am upset with the current climate, you need to make it abundantly clear that this is what the product is about. Right now the headline/description says nothing useful.
4) You should be slightly weary of the fact that FB might consider targeting African Americans with a "Black Lives Matter" shirt may be construed as calling out user race, leading to ad disapproval. You may also generate complaints - from people who consider it racist or offensive to sell them a shirt saying "their lives matter", e.g. imagine a wave of products saying "Asian Lives Matter" after the nuclear event, "Indian Lives Matter" after a bombing in Mumbai, Norwegian Kid's Lives Matter after the 2011 attacks in Oslo, etc.
5) I would avoid using the basic Teespring images. Users will be extremely jaded to these.
@Zeno Thanks for the comments and tips
The phrase "Black Lives Matter" has become an extremely popular saying in the racial equality fight in American and is posted as a hashtag all over Facebook and Twitter. I can almost guarantee that anyone who would buy this shirt will know who the people mentioned in the Ad headline are, they are 3 extensively covered stories about being in American media that have lit a flame to the race issue in the country - thought if I try to run the campaign again I will definitely experiment with different headlines.
I found it very hard to get enough impressions and data when my targeting options were set tighter (ie when I had selected "Black Culture, African-American-Culture, Racial Equality, and Shopping" as interests I was getting VERY few impressions. Maybe I need to be more patient and let the ads run for a few days before tweaking so much shit
Some targeting advice - you could try the following..
Music: Target individual artists - think Tupac - not Drake.
Education: Might want to test - Bethune Cookman, FAMU, colleges are are known to be more popular for African Americans.
Design: Some ideas I came up with.
Verirtical List of well known African Americans that made a difference to American & Black culture in white font.
The letters that make up blacklivesmatters behind highlightedin each persons names going vertical.. so..
BBKing
Martin Luthor
JordAn
etc.
Or the NWA logo to be BLM, black lives matter
Take luck!
@Apeek22 wow those are all really great ideas - thanks for taking the time to write that. you actually really opened my eyes to what I should be doing to target much deeper.
No problem! I just happen to be a a late 20's white dude from the 'burbs.
I've never done teespring so I'll leave the creative advice to others. I do, however, do a lot of broad targeting with a lot of success so I'll chime in on that subject.
Biggest flaws I can see in your targeting are:
1 - combining men and women together - males and females should always have separate campaigns
2 - targeting RHS, desktop newsfeed, mobile news feed and the audience network together - make separate campaigns for each one you want to target
3 - The age ranges you are targeting look decent but I would probably break it down like this though - 18-21, 22-24, 25-29, 30-39
Yes, this means you need 8 campaigns and 32 adsets instead of one campaign and 3 adsets.Yes, this is a lot more work. Yes, this means you need to spend more to run a test. But combining all these variables in to one campaign is a recipe for failure. All the different variables will have different performance.
You could be getting an amazing response from 25 year old males on desktop but burning your entire budget on 35 year old females on mobile. You have no way of knowing that with your current setup.
I would ignore RHS and the audience network for now. The newsfeed is generally where it's at. That'll cut you down to 4 campaigns and 16 adsets to test. Worry about the other placements when you have a profitable campaign and want to squeeze out some more volume.
Facebook is a tough nut to crack these days but, trust me, it's definitely worth the effort and expense at the end of the day. The volume and traffic quality are basically unparalleled.
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