Click to Conversion Ratio vs Click Thru Rate
In display, C2CVR & CVR is a major variable.
An "inbox" banner may yield a 2% CTR but a C2CVR so low its just not worth it.
So i test this often.
In FB, because the buys are more controled the only real difference is the picture.
If the pictures are largley the same in terms of "marketing" and the variance is really just how much MORE appealing the picture the end user. This being said, do you a difference in C2CVR?
AGED CAMPAIGN/AGED ACCOUNT
I have two cloned campaigns.
One with a five digit life time spend,
the other with around $3,000
Despite a lower CTR, the big one will run 8x volume.
Why is this?
CPM
Sometimes I look at my CPC, determine my eCPM and then it makes sense for me to change my CPC campaigns to CPM.
however, because it takes time for the campaign to receive the proper priority, beacause fb some how treats "new campaigns" even on an aged account differently they almost never work out great at first...
How do you Launch your CPM campaigns? Do you have to be willing to take a loss in the short term?
Ad Placement
Assume I upload 200-300 campaigns (i do).
All campaigns exactly the same and there are no keywords.
I would assume if my "AVG" eCPC is $0.50 that, would remain consistant across the board. However this isnt the case in the short run. I see eCPCs as high as 0.90 and then some REALLY low. in the long run, the few that get priority will hover around 0.60-0.70.
The campaign I am running is a proven campaign I've run for a long time so i know it works.
[U]I never shut off the losers... i let them run at loss hoping they'll come back. If something loses even after $100-$200 spend. is it because its placed on a crappy page?
Should I?
Can keywords effect placement? If I have 100[edit] words on a given list, is it possible the campaign is only receiving traffic on the BEST/WORST keyword which is why it is doing bad?
^ i'm not sure how you have 1,000 keywords as i'm sure there's a cap well below this point...
Also the big difference is the picture (I'd say 60%), the headline (30%) and body (10%); this is just empirical from my own experiments.. Keywords also affect CTR and CVR so when you have so many it'll be pretty hard to isolate best ones...