Following the great advice I got here in my last follow along campaign, I launched a new one a few days back promoting a lead gen offer that pays $3 per lead.
So far with the angle I am taking I am getting an amazing EPC of .80c but cannot get more than about 20% profit margin because I am not getting cheap enough clicks on FB.
My LP is getting about 70% click through to the offer and the offer is converting at 22%.
The angle I am taking is targeting coffee drinkers – AU only, 18+ and a very long list of interests related to coffee, cafes etc which gives me a demo of about 250k people.
So far the best CTR i can sustain over more than 20 clicks is 0.14, most of the better ads are only sustaining 0.1. With these CTR it is hard to get clicks under 40c…
The best images so far are variations on these ones:
I have tested a bunch of images and stuff like that – weird stuff in coffee cups, cute animals in coffee cups etc – gets the best CTR but nothing over .15… I figure I need at least 0.2 consistently to get cheap enough clicks to make a good profit on this campaign.
So I am stuck on what else to test… the EPC is there I just need to get cheap enough traffic to the page to make it worthwhile – any ideas or suggestions?
1 your not giving us all the details and 2 your profiting. Kill the losers and beat the winners. Then segment into tighter age groups to control your CTR. You will need to include more details for specific advice.
Arsenal fan aye?!
It would be a lot easier to help you if we knew what ad copy, lander, offer you were testing. Images can only get you so far.
But…..working with what you have given I would suggest you break down campaigns into different ages and sex (chuck out the losers).
And…..throw these images into the mix:
Hope that helps!
Wow, those are some great numbers man. Haven’t seen $0.80 EPC’s in a long time! Sucks that your margins are so slim. Can you ramp up volume? I find FB is great because of its scaleability (volume) and not so much for its huge margins.
Well the obvious advice is to get your CTR up, so maybe rotate in some more images and play around with photoshop to make your images pop.
Have you tried split testing the campaign without any interests/keywords? Remember you get charged a premium for targeting interests/keywords. Some times less is more, maybe cut a few keywords and see how it performs?
Coffee has pretty broad appeal and with those proven creatives I’d say it’d be worth porting it over to a broad demo targeted campaign without any interests/keywords.
Wow great advice already thanks, just broke it down into some ranges of age and sex. Nice image suggestions Mr Green, will throw those ones in the mix too.
Sorry if the OP is too vague, I dont want to just give up the offer. Basically though it is a free signup that offers a deluxe coffee maker as a prize for joining the site so the headline/ad copy I have been using is things like:
"Coffee Drinkers Wanted" Win a $3000 Coffee Maker for signing up at xxxxx, entry is free so join now.
"Love coffee?" You could win your own deluxe [brand] coffee maker when you join xxxxx, free entry.
403flux great suggestion on the broader appeal, hopefully I get some good demographic info after testing different age ranges and can then see how it goes without kw targeting.
Adtext is so underrated. Everyone thinks its all in the image that makes the CTR but my data says otherwise.
Seriously test this adtext:
you’ll get a sick CTR but your epc will probably be pretty low. Since the CTR will likely be high it’s possible you could simply make up in volume. Afterward experiment with ads that mention the offer for better epc ads:
True about ad text. I’ve had the same image jump from 0.02CTR to 0.08CTR to 0.7CTR just by changing the Headline & Copy.
meanwhile everyone else is like image image image
Yeah that makes a lot of sense. I have never been sold that the image is everything – sure you need to get their attention and make them curious but surely its the text that ends up compelling them to take action most of the time.
is there any reason you didn’t use leading caps in your headline? i guess i should test it myself but if you know it to work well it’d be cool!
sounds like a good thing to test once you have a good adcopy! I’ve never tested it personally, though. No real reason why I wrote it like that. I always write my email headlines like that though, because in my opinion it looks way more personal, like an email from a friend.
Ive tried a few different headline/copy combos as suggested but am having a lot more trouble getting the ads approved now.
I think FB has had enough…
So it seems its very hard to get ads approved unless I include some kind of text in the copy saying "free entry when you join xxxx" or something similar. Testing new images I have had lots of clicks but less conversions. So far Ive spent about $200 on this camp and have made $200… at what point do you move on and try a different angle?
Not knowing the current metrics…….best I can say is this…..what do you need to improve to make it work cvr? then swap another offer in…test it see if it improves….
ad ctr? try going supper direct targeting with a small group….reach can be real small you just want to test the offer vs super fans….if they convert well work that super targeting till it runs dry
Its all about ad CTR, the conversion rate has been very good so far. I am going to keep testing more images still, the demographic testing showed that i was getting highest CTR from 30+ women so I will test a bunch more images targeting that age group with specific likes. I had trouble getting Lorenzo’s baby ones approved but will try those ones again too.
Well today I got some ads through and was getting 0.16-0.18 CTR… and the offer stopped converting. From about 1 in 4 a few days ago to 1 in 20. I’ve been assured its not being scrubbed but I am going to ditch this one and try something else.
Anyway thanks to everyone for the suggestions so far!
Does anyone actually admit to scrubbing if they are?
Well I know one of the network owners personally so don’t expect he would lie about it.
The Article Published IN 07-15-2011 02:05 AM