My first project (8)
Hi all,
You may have seen me around the forums lurking over the past few days. I've cracked on & read everything I could get my hands on but I'm really struggling to find a decent program that abides by Facebooks rules. I finally settled on a nice little dating offer aimed at a certain demographic marker. I threw together 8 ads with good images & variation. So far I've spend $60 and my winning ad is at a 22k reach at 0.069% CTR.
The rest were major flops raging from 0.020 - 0.040. My ads target a total of 133k. After 7 hours of advertising I've received 91 clicks and 1 conversion, am I right in thinking that it's not my advertising that's the problem, its the targeted website? If the ad is telling you what it is, surely they are clicking it for a reason & 91 seems a steep number to say no one has followed the registration process through? I really don't know whether I should cut my losses now & move onto something else, or am I missing something? I'd really appreciate some help or guidance.
Thanks
Hi river,
have u tried completing the offer yourself? If not, give it a try to see which step of the registration triggers the conversion.
For example, since u are doing dating, im assuming its free registration yea? so for offers like be2, they have a longgggggggg registration process before it triggers the conversion. User might give it up halfway thru ( i know i did feel like giving up when i did it myself) so its good to give them a warning like "Free Registration only take 5 mins!" "You are 5 mins away from meeting your dream girl!" blah blah blah. It works and converts better for me by adding the extra line. 
Thanks Scotty, I've just tried this & your right - it takes a stupid amount of effort to get the conversion. You register & then have to fill in 44 questions which is where people are flaking! A slightly unrelated question on my other ad - If the offer is only aimed at the US, is there an easy way of viewing the offer? I live in the UK so I'm instantly re-directed to a "Win a free i-pad" page and like the dating one, I want to check the conversion. Finally, I've been following Stickmans advice on CPC bidding & undercutting by 20% but my ads just seem to hang & the reach doesnt increase, whats the bidding tactic for 2012? Bid high at first, reach an acceptable CTR & then lower it based on your CTR when you have a decent reach?
Thanks
Scotty makes a really important point on the registration process. Some offers (particularly those with larger payouts) require much more work to trigger the conversion. And if there's anything you can take for granted about users on Facebook, it's that their attention spans are notoriously fickle.
This isn't such a big issue if you're using a landing page to sell the effectiveness of the service, but it sounds like you're direct linking. Is that right?
The longer the registration process, the greater the shove needed to force them over the finishing line. It's really critical with Facebook traffic that you pre-sell the offer to create intent. You're right that users have shown interest by clicking the ad, but I show interest in my balls when I scratch them. It doesn't mean I spend 10 whole minutes cradling them though. Clicks are as fleeting as a ball scratch in the intention stakes. To produce a conversion, you need to raise the stakes and snap the user out of fleeting mode and in to 'taking action' mode.
Or... find an offer where the conversion is fired on a first page single opt-in.
If you want to view US offers, you can load the page through a US proxy. I'd link you to one, but they're pretty unreliable for staying online more than 5 minutes. Google will guide you!
very good example on your balls finch. loved it. (not your balls)
0.069% CTR on a target of 133k is way too low. You should be aiming for upwards of 0.20% on that kind of reach.
Your first priority should be getting your CTR higher to get some cheaper CPC's, then work on your conversions with a landing page or switch out different offers if direct linking. Don't really recommend direct linking on such a small target audience, you must have done some keyword/interest targeting to get it that low so try and work these into your adcopy, keep in mind FB doesn't like you calling out user attributes, hinting at keywords/interests are okay though, get creative.
Yeah I aimed it at a small country & then targeted a lot of individual keywords, I'm having problems testing 4-5 ads though since the target is so low. The bid is around 0.33 - 0.60 and for me to get any sort of reach I need to hit around 0.65+ it seems.
I'll revive my top 2 ads tonight & play with some borders/shading effects to see if I can push the CTR up, I'll also get some text converted that mentions the free 5 minute registration. If this doesn't push up the conversions I'll work on a landing page with testimonials e.t.c.
I perhaps should mention that I'm aiming this at a female audience so I'm guessing they wont be thinking with the thing in their pants like us guys!
Have you check out the bid for cpm? if the cpm is cheap like .15-.25 its better to bid for cpm instead of cpc. If you can, give both a try for half day or till u have collected enough data.
Then u can do the maths and see wch is better for tat offer. So far, cpm is more profitable for me when targeting smaller countries
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