Another Facebook Ad Question Thread

M

MisterW

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Jun 3, 2011
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What's up WickedFire?

A little background:

I'm a newbie to IM (obviously) and I'm getting my feet wet with Facebook Ads. Just ran my first campaign today, a direct link dating site offer. I blew through almost $90 in ad spend (PPC) in under 24 hours so I decided to pause the campaign while I assess the stats.

As far as campaign totals, I got 306,769 impressions, 100 clicks (.033% CTR), with an average CPC of $.89 (I set my max CPC to $1.21 for each of eight versions of the ad). The top three performing versions of the ad received a CTR of .039%, .035%, and .035%, respectively. Out of the 100 total clicks, 6 converted. The offer payout is $4.90/conversion.

Anyway, here are my questions:

(1) I've read multiple times that a successful Facebook Ad campaign should have a CTR of at least .1%. Since mine is about a third of that, is this campaign salvageable or should I consider it a lost cause and move on to a different offer?

(2) Even if I managed to increase my CTR to .1% and kept the conversion rate at 6%, at a $4.90 payout per conversion, I'd need to keep my CPC below $.29 just to break even. And at that bid, my ad would probably get little to no impressions. So... how do you ever manage to profit from Facebook Ad campaigns for offers with fairly low (i.e. <$20) payouts?? Do you have an incredibly high CTR, or somehow manage to gain impressions with a super low CPC/CPM bid?
 


From my experience you need higher than .1 you gotta think you need high CTR to get your CPC down below your EPC. So to get to your $.29 you let your CTR drive CPC down to it and traffic will remain high since FB is automatically lowering your bid because of relevance to your audience. . . . . also what conversion rate do you need that plays into your profitability....
 
So you're saying that once I manage to raise my CTR, Facebook will continue to display my ad at a lower CPC? It seems like something has to give, because it doesn't seem feasible to at least triple my CTR while simultaneously cutting my bid down to a third of what it is.
 
it's is automated have you noticed that when you bid at say 1.21 and you have your first click at like .95 then you get another click without that many more impressions they will decrease your cpc again to like .65 it is because you are getting clicks with high CTR... i would work that until you notice that they aren't dropping price any more...

example you have 20 clicks with CTR of .2 and you are stuck at $.5 click your cpc and see what the suggested bid is say its like .45-.65 see what happens when you move the price to .35 (if you mantain a CTR around .15 you might be in business) as long as you keep CTR up and let them move your price down you should be okay
 
Alright thanks for your help, I'll keep tweaking my ads and keep an eye on the CPC as I continue to get more clicks.

I have one more question. What would cause two separate Facebook ads, targeting the exact same demographic, precise interests, and set at the exact same bid, to have a huge discrepancy in impressions? I just created two new ads, the only difference being the ad copy and image, waited til they were both approved, and then started to run them simultaneously. Within half an hour, one received 15,000 impressions and the other received just over 1,000 impressions.
 
you will notice that once an ad gets traction that facebook will almost always start giving it more face time.... so when you keep refreshing the screen you will see both ads at like 100 impressions then one ad will get one click then you will see all the sudden they will have that ad at like 1500 impressions while the other lags at like 2-300 impressions.... my guess is they will automatically assume " oh that one got clicked... more money for facebook let run it until people stop clicking"

after all that's how they make their money
 
Yeah that makes sense, the ad that got way more impressions also had significantly more clicks in that time (I think it was something like 17 clicks vs 0 clicks). Kinda weird though, I have P202 set up for tracking and in the spy view it shows that 6 of those first 17 clicks were from the same IP at the exact same time, then a few minutes later another 3 came in the same way (same IP, same timestamp). And these weren't the clicks that show up in P202 pre-approval.
 
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