Facebook campaign critique request

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hansef

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Jan 5, 2010
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I've got a good background in net fu - I've been a full-time web developer for over a decade. However I just recently started getting my feet wet with IM. I signed up with Convert2Media a week ago, and while I work on a couple larger projects I decided to experiment with Facebook direct linking on the Scholarship4Moms offer. The payout is 4.75 - not exactly the major leagues, but I thought it would be a good place to start.

I've been wrestling for 5 days trying to break even on this campaign. I've split tested like a mofo, trying all different variations of ad copy and images, and I can never seem to break .02 ctr on the campaign overall, and the few ads they manage to get up to .05-.06 briefly quickly drop. All of my new ads end up with astronomical suggested cpc (1-1.30) after an hour or two, and stop getting impressions because of my horrible ctr. On my most recent round of ads, out of 77k impressions today, I've had 11 clicks and no conversions.

On top of all this, when I do manage to get clicks, they've been converting at about 2% (out of 133 clicks I've managed to pull in so far), in spite me trying to prime my leads a little by using the word "register" in the ads so people have some idea what to expect - does this offer really convert so badly for everyone else when direct linking?

I've evolved a VERY tightly targeted demo, where I can guarantee that 95% or so of the users I'm displaying to are moms currently enrolled in college. Demo is a little under 200k. Not sure where I'm going wrong here.

I've attached my most recent ads. Critiques of my copy and creative would be appreciated. And remember all you other newbies, this shit ain't working for me, so you might as well not bother trying to run it. ;)





 


hansef said:
I've evolved a VERY tightly targeted demo, where I can guarantee that 95% or so of the users I'm displaying to are moms currently enrolled in college. Demo is a little under 200k. Not sure where I'm going wrong here.
Click to expand...

why would someone look for a scholarship if they're already in college? I would target Moms wanting to go to college.

CPM will be your friend when you fix that and rewrite that ad copy.
 
I was thinking the same thing, though people in college want the monies, they can easily get it and apply for everything through the main financial aid office.

I would rethink the targeting on that part. Target moms, lower to moderate income. No college, w/ kids

I would also not use any of those ads pics, here are my reasons

1st - it is a picture of money not to mention $1 bills, I know it may get intial attention it doesn't to me convey anything to your target on an emotional level

2nd - The picture has a few problems first it seems to staged and fake to me, Second I feel in your targeting the daughter is to old. Infants and toddlers will give more of an emotional commitment when they are seen.

3rd - Though the baby is cute I get this strange feeling from the black and white, makes it feel like an old idea with old notions,

You are doing well trying,

You need more images and different variations of text,

2nd ad the border is a nice touch
 
Try to use a picture with a girl and money.

Split test your ad copy and you should get conversions from 6-8% without much hassle. But your hardest obstacle will be getting a good CTR to get your average CPC low enough to be profitable. Keeping the headline to 1 line (non-wrapping) and the body of the text as short as possible seems to work best for me on most all campaigns.

I wasn't able to make this campaign profitable on Facebook because of the high bids in the US. However, I did get close to breaking even.

Good luck bro.
 
Hey guys, this is all super-useful, thanks for the input! Coming to terms with the realization this campaign just may not break even, but I've been learning a lot and will keep at it for a while longer.
 
You should ask for an increase from C2M, most places have a street payout you can usually get more.

When I run things I expect to get more than what is shown.
 
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