Expert Help needed! Why am I doing bad? (10)
Hi
I started a Facebook campaign yesterday and I am not doing well at all so thought so I would seek expert advice.
The Campaign
Six Flags free tickets
Payout $1.30
Angle: One Direction went to six flags so I targeted teenage girls in the areas of Six Flags that liked One Direction. If you don't know who Once Direction are they are UK Teen boy band who are the flavour of the day in the USA!
I have sorted it highest CTR down. The above is over a 12 hour period. £80 spent in total, $5.20 return, Ouch!
The thing is I believe it should be doing better or should I pack it in?
One Direction are trending in the USA, young girls love them. I created a landing page, which I have inserted a piccy of below.
I am bidding high still. On the entry with 116 clicks I am bidding 5p over the highest bid.
I have had 4 conversions and to make matters worse the above amounts spent are GBP not Dollars
Any advice would be most appreciated. I would love to know what @mgrunin thinks as his Facebook thread is awesome!
Are you bidding CPC or CPM? Might want to post an example advert(s) as well. Additionally, what offer is this going too? Most of these types of things are surveys/email submits/etc. which Facebook doesn't really like.
Hi
It is CPC and it is an Email Submit. All my ads were approved on Facebook and I am getting click thru's but the conversions are terrible.
Here is the ad that had the most click thrus.
Taking aside the fact that you're living on the edge by running an email submit on Facebook these days, if you're paying 43-44 cents a click (converting your GBPs to Dollars) then you need a CVR of 50% to make a 50% return on your investment.
I've no idea what a decent CVR is for an email submit but I'd guess 50% is totally out of the question. It isn't helped in my view that you're not really targeting people who're interested in theme parks but those who're into an English Boy band. In theory this should give you a great CTR on the ads and it's no surprise that you get a fall off when the offer is actually not related to the hook.
As it is your CTR is not great and you've got a CVR of 1.4% so you're just too far away to make it work in my opinion.
You've spent a lot of money in order to buy this data and to be honest you could probably have reached the same conclusion from a spend of $5. It would be rare for me to spend more than 3x the offer payout testing it and to be honest I don't think I've ever had a profitable campaign that didn't at least break even after a 3x spend. That might be because I'm fundamentally lazy though and don't work as hard as some at optimising!
As minor points I didn't think Facebook allowed text speak abbreviations in ads? Also I'd say your lander is too corporate and isn't compelling enough.
@mine88 Thanks for the info. The lander, with the exception of the photo of One Direction, which I added, was the from the network.
Best tip I can give would be to dump this campaign and try a more legit Facebook vertical like games, insurance, dating, ect
You might have gotten the ads approved but as soon as you start running volume you will most likely lose your account or get retro disapprovals.
It's odd because from what I am reading about dating on Facebook folks are having the same issues! You would have though they would be slackening off given their share price these days :-)
Yes Dating is very risky especially if you are targeting men. But it is definitely allowed.
Has FB loosened up on approvals as the stock tanks? Maybe yes and maybe no. Read through the Advertising Guidelines though. I think this campaign is definitely treading on some thin ice.
Also, my rule of thumb is to test many campaigns. If I'm not seeing fireworks right away or strong potential I move on to the next one pretty quickly. Lots of legit stuff out there that can make a lot of money. Email submits also are known to have a high scrub rate. Possibly why you're conversion rates seem abnormally low.
Yup, consensus here. On such a low payout email submit offer you would be wanting your conversion rate to be hitting the 10% mark and higher, unless you are getting very cheap clicks. In the future, run your angle with far fewer images running at first, get some click data and kill much quicker. At $1.30 payout I'd probably only spend maybe $10 on a specific demo/angle before killing it if the conversion rate was so abysmal. I.e. if I spent $10, got 15 clicks to 3 different images and got only one conversion, I'd probably kill it.
Testing is all good, but you're not going to find a magic image that gives 10x the conversion rate of the others you've tested. It may be worth your while to write down a process/regime for running new campaigns on FB - outline how you will structure the campaign, how you will start the test, your initial budget, and set some hard and fast rules for optimisation and dropping of the campaign. E.g. 4 campaigns, each campaign has 3 duplicates of the same advert in it and no others, $5 budget on each campaign, run for one day = $20 worth of data. Look at overall conversion rate across all the clicks - if there is more than say 5 conversions, is average EPC less than half that of the approximate CPCs you are paying? Now look at each campaign and the adverts inside. Is a specific image doing much better than the others? If so consider focusing on that image to get some more data at a lower CPC and repeat decision making process the next day. Is the highest ROI advert group generating EPCs greater than half the current/expected CPC? If not, consider dropping.
Success comes with having a written down system that you stick to that guides you to making intelligent decisions.
Sound advice @zeno thanks.
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