Facebook Newbie Inquiry (10)
Hi,
I've just recently began advertising with FB. I've been working mainly on POF these past few months with little success.
Some very basic questions regarding FB ad maintenance.
1 - CPC or CPM?
2 - If using CPC and bidding the suggested bid, at what point do I pause a creative? (ie. I'm promoting a dating offer with a payout of 4.00, my average CPC is around .50 because of a low CTR) Ive read in several forums to run a creative to at least 100 clicks, that would cost about 50.00, I would need a 14% CR to show a minimal profit)...??...Sorry if I'm rambling.
3 - Coming from the POF platform, I'm pre programmed to want to split test to the max. How do I determine if its ad image, ad copy, when 80% of my traffic will go to one creative in a campaign of 10 creatives?
I have read a lot of material, particularly in this forum, and sometimes it can be contradictory or confusing...which as any AM knows leads to frustration...lol.
If any FB veterans can shed some light on any of this I would truly appreciate it.
Thank You,
Shawn
1. I would start with CPC, and if the CTR is high enough switch over to CPM. Dont be surprised if the CTR drops when going to CPM. I think the ad placements aren't as good with CPM. Ive had most success with CPM in non english speaking countries.
2. To get an ad profitable you are likely going to have to lose money through testing.
3. By making different variations of ads and seeing which ones perform better.
1. CPC to start especially in mainstream markets (US, CA, UK, AU)
2. Usually test at 3-5 times the pay out. Don't go for profitability here because your suggested CPC will drop if you get a high CTR. Just look for a decent EPC on the ad that you think you'll be able to make profitable with a corresponding high CTR. If the EPC absolutely sucks and you can tell there's no chance of getting your clicks that low then cut it.
3. FB is really annoying in that aspect. I just created a campaign with just 3 ads and all of the impressions went to one ad. If this happens recreate the ads without impressions into their own campaigns so 1 ad per campaign. It's a pain, but until FB does something about it we really have no choice unless someone else knows some other way. Your image and targeting will be the most important aspects.
3. don't put more than 5 ad variations in a campaign. If you want to test more, just make more campaigns. And first split test the image, it has the most impact on the CTR. After finding good images make separate campaigns to test title and ad copy.
CPM is mainly for advertisers who don't care about getting clicks. Facebook has even said as much.
I used to love CPM bidding, but over the last year CPC has definitely been the way to go. The only exceptions are when you're targeting unsaturated international markets where the lack of advertising competition means that you'll be getting a lot of the quality impressions regardless of bidding CPC and CPM. On those occasions, you can still turn back the clock and use CPM to lower your costs for the same amount of clicks. In the US, that shit just doesn't fly anymore.
It's a shame. CPM strategies are traditionally rewarding for those who spend time optimizing their ads. The potential is unlimited for a great advertiser. With CPC, there's a glass ceiling to the mathematical equation. Add the fact that Facebook treats high-CTR ads so suspiciously and you're waiting to be screwed from multiple angles!
Great information all around. Thanks guys for taking the time to reply to my inquiries and help guide me in the right direction. As of now I am going to stick with CPC while working on getting those CTR's higher. I will not put more then 5 ads in a single campaign and see how the traffic distributes. As for testing, once I get ad copies approved I will focus on testing the hell out of images and hopefully get those CTR's up, CPC down, some decent CR's and hopefully this will all lead to success!! Thanks again.
what kind of bid pricing do you start a new campaign with? I find the suggested bid gets me literally no reach/impressions in some markets. I'm testing in Australia right now and the bid suggestion was around .37 cpc. I bid twice that just so I can get some CTR % info and still barely get impressions on a lot of the ads. Any tips guys? I've been doing 5 ads per campaign and also starting my ads scheduled for midnights as well.
Originally Posted by jred2002
thanks, that's what I started doing bidding around 80 cents to gather data. I can't get a decent ctr over .050% in dating yet. Just going to have to crank out the "same" ads and get better serving.
FB is greedy, bid high, once you have a decent CTR, your CPC will drop to establish the margin
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