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Abysmal CTR's -- The next step to looking to improve them? (11)

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Whatsup mates, a short preface before going a tad bit more in depth with my issue --


Running Blackhat - Tier 2 GEO - Accounts are solid.
A couple months ago, I had run a handful of creatives - which would on average pull 5% LCTR no problem... Whether they were spied, or personally created, they often did pretty well. After taking a minor break for a month-two to set up new infrastructure, I started to run the same group of creatives over again.



And all of a sudden, they started to pull an average of 2% LCTR. - Same targetting, same GEO.


What Im absolutely sure of:
-My lander is great and is consistent with the angle
-My offer is even better
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-Accounts are probably even stronger



After a week to two of consistently testing new angles and creatives with my LCTR still being pretty trash throughout, I've started to think it could be a problem within my GEO or targetting, but im not too sure.



My frequencies have been very low, staying near 1.00-1.10 all throughout.
Potential reach - 1.4M (With expo on)
CTR's will constantly hit 3.5-4% the first day, then quickly tank the next, with rising CPC's of course.
Relevance scores are always 8-9, rarely ever 10, when they used to always be 10 a couple months ago.



What do you guys think? Could the GEO be pretty saturated? Does my targetting have to switch up a bit? QUARTER 4 CRAZY CPC'S? Or am I just creating some TRASH creatives?



Ill be running a lot of tests to weed out different possibilities, but some insight would help a lot.

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It sounds the angle and/or audience is milked out big time yes. In the two weeks you were optimizing some might ripped your shit and squeezed it till the last penny. In combination with the Q4 budgets from others, you need to try to be more agressive with the ads maybe?

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Could be a difference simply between accounts - I and others have noticed very different metrics running the same angle/ tweaked creative from one account to the next.

Has lander click through stayed the same?

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^ That's an excellent question. If the lander CTR is the same, then some kind of account effect is likely.

It could well also be at least partially Q4 effect. Try running them again in Jan and see what happens.

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what is considered a good ctr for facebook traffic?

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Which vertical for example? And you aiming for CTR on the FB ads or CTR on the prelander, just to be clear?

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running skin and nutra

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Hey guys, so I ran a test for the day targeting women for the first time instead of just men -- Same interests, and the ctrs were insane, ranging from 7-10% with the same exact creatives as opposed to 2-4% when targetting men. Our creatives aren't women-favored either, which really makes me think that men+these interests+this GEO is really saturated/milked out... I understand the possibility of women just happening to perform better than men, but by that much? I wouldn't know just yet if thats the case elsewhere, would be good if someone could chime in.

Have some more accounts coming up in other GEO's this week, and if male works for those pretty well, then Id think that it supports what I believe to be the case with what I said above.

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Most likely saturated, just like others said.

But you also have to consider, that end of Q4 is complicated time to run ads. Those stupid brands with unlimited cashflow and no intentions to be profitable hogging all the best placements with they extreme manual bids. Now think about it, some eletronics store are having huge x-mas sale and they want just to get reach to as many people as possible(targeting only men), they are most likely bidding cpc or cpm with triple the amount that normal. Imagine them bidding 5usd per click in some Tier 2 country and they been running budgets of 30-40k per day already a week or so - now, do you really think you can outbid them for better placements? I am thinking no. This might explain why female is working for you better.

Launching new ads/accounts(which are not x-mas related) right now is IMO waste of money. Even when you have good campaign, it's still waste, because 1k ROI campaign will most likely pull just 300-400%. Yet, I haven't turned off everything, some accounts/ads, which have been running for 10+ days, I still see good numbers - ctr and cpc wise.

Depends, which kind of ads you are running, but:

Clickbait/performance - example Ellen is G0NE - you would need 12+ ctr because presell will be around 5-10%.

Targeted - example Harvard University Discovery in Cell Transformations - 5+ ctr because your presell will easily pull 20%+

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Nice find! And this is actually good news - it means that if you tweaked the angle to cater to women more (i.e. use images and stories of women on creatives), your CTR/CR would increase even more.

Also: I don't know what kind of offer you're running, but if it's not your offer, you may want to contact the aff network or advertiser and ask them to tweak the offer page in the same way (i.e. to cater to women). This is something not enough people are doing, that can increase ROI by multiples.



Amy

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@icepick819 - What tracking platform are you using? Thrive, Voluum, Adsbridge etc

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