Home > Paid Traffic Sources > Facebook & Instagram

Facebook Targeting CPCs - Competition or Result of specific Ads? (5)

08-17-2015 01:25 AM #1 apeek22 (Member)
Facebook Targeting CPCs - Competition or Result of specific Ads?

I am an AdWords dude and am used to bidding on keywords - not a customer type based on the targeting built at the Ad Set. I am learning facebook by working on generating Leads for my AdWords Agency(aside from figuring out the best lead magnet material..eBook, Case Study, Webinar, etc), I keep reading that $1-2$ leads are 100% possible. This would be amazing and what I am shooting for. Then I will have a nice increase in cash flow to properly invest in Affiliate Marketing.


I am trying to wrap my head around the CPC and the auction process and have a few questions....

Are CPCs "bidded" higher on with certain targeting options and values?
Example: Bidding on work titles such as Lawyer, Accountant, where the average product being promoted to them is a higher, other competitors increase their max bid. On the opposite side a products being promoted to say a Lawn Service business would have an average lower CPC, because the average product being promoted to them is lower and competitors need a lower bid?

08-17-2015 07:09 PM #2 cptncrnch (Member)

I generate leads on facebook in the U.S. as low as $0.50 sometimes but I'm promoting something that has extremely broad appeal to a very wide audience using oCPM.

Bidding on work titles could definitely have an effect on cpc. Think of the people on facebook as keywords. Some people will be way more valuable to more advertisers because of certain attributes and the competition for those people will be much higher.

As for your lead gen efforts, it's very possible that $1-$2 a lead is unreachable for you. You're targeting a specific subset of people in a specific profession (Lawyers who are interested in improving their adwords performance). If you were targeting this niche on adwords you could drill down to very specific keywords that signal intent. On facebook, most of the lawyers who see your ad aren't thinking about adwords at all. They're on there to chat with somebody, upload a picture, kill 5 minutes between clients, etc.

08-18-2015 06:01 PM #3 apeek22 (Member)

Quote Originally Posted by cptncrnch View Post
I generate leads on facebook in the U.S. as low as $0.50 sometimes but I'm promoting something that has extremely broad appeal to a very wide audience using oCPM.

Bidding on work titles could definitely have an effect on cpc. Think of the people on facebook as keywords. Some people will be way more valuable to more advertisers because of certain attributes and the competition for those people will be much higher.

As for your lead gen efforts, it's very possible that $1-$2 a lead is unreachable for you. You're targeting a specific subset of people in a specific profession (Lawyers who are interested in improving their adwords performance). If you were targeting this niche on adwords you could drill down to very specific keywords that signal intent. On facebook, most of the lawyers who see your ad aren't thinking about adwords at all. They're on there to chat with somebody, upload a picture, kill 5 minutes between clients, etc.
Thanks!

I ran a test yesterday on a "less-attractive" market - Tree Trimming/Removal. CPC was MUCH lower @ $.15/cent & $.34 website click. My offer was in my opinion quite aggressive - asking them to sign up for a free consult/trial run - 1 conversion @ $16 total spent. CTR was 4.25% - hopefully converts a reocurring client..

I did use a more interesting photo of an obviously bad technique of a pro tree trimmer cutting a large branch with a chainsaw. Quite a few comments hating on the picture used...lol.

08-18-2015 07:13 PM #4 cptncrnch (Member)

Do you know what kind of LTV a recurring client has? $16 might be a great CPL for you if you can convert enough of them in to clients.

It sounds like you're on the right track anyways.

08-19-2015 10:05 AM #5 apeek22 (Member)

My min. LTV is $500+($350 min fee x 3 months) = $1550, so... $16 CPL is very do-able.

I am building out a webinar campaign(will update my follow along thread), as I believe these would do better landing new clients, make better use of my time and have a higher conversion rate. Average initial phone call I have with a new client is around 1 hour, with around 8 emails until the contract is signed.

Home > Paid Traffic Sources > Facebook & Instagram