Had an unbelievable CTR/CPC and then deleted the ad. Can't recover.... (5)
Had an unbelievable CTR/CPC and then deleted the ad. Can't recover....
I had an ad which was getting .430 CTR and after 2 weeks only had dropped to around .250. CPC was around .06c at the beginning and after two weeks had only gone up to around .11c. The ad was extremely profitable, but I had to delete it.
I put back up a replica of the ad a few days later, but I've found that I can't even come close to achieving the same result with the same ad. CTR is around .120 and CPC is around .28. The ad is 1/10 as profitable as it was. I've tried multiple iterations of the same ad, thinking that it might just not be "sticking" but this hasn't worked. It seems like CTRs are quite stable, in fact.
It seems like the initial CTR had a huge influence on the later performance of the ad. I'm not sure if that was what really mattered, or whether a bunch of others have just gone out and used my image/ad copy (and get check because ad spy is down 
Was wondering if other has had similar experiences?
Probably a combination of the above. People may have ninja'd the image, who knows. The initial CTR has a huge impact as far as I have seen - high initial CTR = ad gets served a lot and high up in the list, if it keeps a high CTR it gets favoured. Because of the initial CTR burst, as your CTR lowers over time the average is held up by that initial awesome CTR. So after 2 weeks your CTR may be only 0.1, but the massive amount of clicks at 0.4 is keeping your average up.
Then when you remake it, because everyone has seen it or competition now present and stealing it, the initial CTR is much lower -> ad not favoured as much -> CTR stays down there and CPC doesn't drop much.
Why did you have to delete the ad?
Thanks for the feedback. That makes sense, although I thought it goes by the daily CTR when calculating CPC. Does it go by the lifetime CTR of the ad when calculating CPC?
I deleted the ad since I was running weight loss in the USA and it's simply not worth it, when you consider the risks versus the rewards.
Btw, is there a way to set the bids to help that initial burst? Higher lower? Or monitoring them and changing them accordingly during the launch?
Originally Posted by limitless
Initially I always, always always bid high. Some people work with (Max-min)/2, which often gives you a bid just below the minimum. I often go straight for a bid that's slightly above the median bid, sometimes close to the maximum - I would rather get the ad served and in front of viewers eyes quickly so that I can learn whether it is good or crap asap, and in turn optimise faster. Don't be afraid to bid high as it is your CTR which dominates the click costs. If your ad performs well with high CTR then the initially high bid becomes irrelevant - i've seen my CPCs drop down to under 1/4 the initial bid in as little as 5 clicks.
So in essence, high bid = ad served a lot = data comes in quickly. If ad is crap you find out quickly albeit spend a bit, if ad is good it gets more clicks and drops your CPC rapidly. If your bid was lower, and the ad performs well, you might still get down to the same CPC and CTR but it may take longer to get there as the ad wasn't given priority UNTIL it was deemed a winner.
Also, I would only ever raise bids during the initial phase of a campaign. Lowering them quickly is probably not a great idea and there has been speculation FB doesn't respond well to this. CTR should push CPCs down, not your bid.
/waffle
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