Facebook CPC

nickCR

nickCR

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Feb 5, 2010
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Hi Guys,

Alright i'm trying to understand Facebook and getting more traffic without suffering on the conversion side.

I have read quite a few articles that have been posted in other parts of the forum and of-course on other sites.

To summarize I believe the ads come down to this:

1. Image & Title

2. Volume of Ads for testing

3. Duration of ad test

4. Tracking for ads to know which of the ads are actually getting conversions

5. Removing the ads with a low CONVERSION rate (the reason I say this is because I think it's more important to get a good conversion than a good CTR but ideally you could find an ad that has both a good CTR and CONVERSION)

6. The landing page plays a big part in all this too

Am I missing something from this? How does one evaluate the landing pages? Is there any good A|B testing software out there? A|B is something I can program but I know google offers it. Is it decent? What other options are out there?

Thanks in advance!

Nick
 


1. yes
2. yes
3. yes
4. yes make a few different creatives, test them out, then
5. yes this is the part where you pull the ones that are not converting well. facebook's ad manager gives you demographics on your clicks and from there you can optimize. also your network will show you how many clicks converted. if you want, you can set up subid tracking for different demographics to get more detailed tracking.

the software you want is prosper202 or tracking202.

6. you can test LP's by doing a php script to randomly switch between them when people click on your link. if you want info on how to set this up PM me and ill help you out
 
All my AMs warn me about click fraud on Facebook. I ran some CPC stuff, but changed it to CPM. I never noticed any click fraud myself, but if I were you I would switch to CPM.

Use Google Site Optimizer for A|B split testing.

Also, pick up a book called Landing Page Optimization, it will probably answer some of the technical questions you may have.
 
Yeah, prosper202 is what you want for the splitting the LPs. Google website optimizer works too and is nice but you should really be using prosper202 anyway.
 
Thanks guys for the responses.

My plan is to use CPC to find the best ads with the best overall conversion, then convert it to CPM if the CTR makes sense.

Google Site Optimizer was the name I was looking for. I've heard good things about it. If it fails I will go with custom scripting.

I'm not doing this for any affiliate offers it's for my job and it's their money but it's strictly budgeted and I really want to get some good results.

I've already noticed the direct buys are not doing very well. Seems like the become a member and get an email works better for our product anyway.

Has anyone here done the $1K a day for a week to get access to FaceBook's mass uploader tool? Is it worth it or should I get the Facebook Ad Manager software which creates the ads for me?
 
nick - you can easily spend $1k a day without the bulk uploader and it's already easy enough to create and test ads using what facebook gives you. test test test - then worry about getting bigger when you find things that work for you.
 
So I started some ads but it's taking me forever to setup the ads probably because i'm breaking it up into to many demographics and i'm not getting many impressions. Most i've been able to spend is $30 /day.

BTW I should mention this campaign is targeting only a city. Maybe by the time I split it up into city -> sex -> ages, i'm just not targeting that many people.

What would you guys do here? Setup a single ad that targets the entire city ( both m/f and all ages 18+ ) then after about $500 or 1,000,000 impressions in the new campaign use the demographics report to find the best ads to each demographic and split them up?

What is the best way to go here. Should I be looking for the best CTR and then changing my landing page to suit the needs of that ad to get the most sign-ups? Or finding the best ad on FaceBook that suits the landing page?

Basically we are a company that offers a subscription service to a daily email which provides you with a great deal in your area (that's why it has to be city specific).

Thanks in advance guys!
 
I would never target both genders at once. Always segment that if nothing else. Try two ads for this city: 1 for F 18+; 1 for M 18+

Also, if you started with CPC, you'll need to put the bid prices real high initially to even get any impressions. Like set an ad to $0.50 and make the campaign budget $2. But then it's like if you have too many ads unpaused and their cost exceeds the budget none of them will get impressions or something, it's real annoying. To avoid all this silliness just recreate the ads as CPM, then switch back to CPC if you prefer that.

For the last part I'd say start with CTR and then make the LP work around that, but it comes down to the classic issue of clarity vs. persuasion and you won't know 'til you try both. Marketingexperiments.com has some great data on improving newsletter signups by the way.
 
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