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11:03 pm
June 19, 2015
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QuoteHi there,
I seem to have trouble scaling up successfully on facebook.... Case in point, I ran an add at $10 a day for a week. It heated up to a level I was happy with ($1-1.50AUD per subscriber), so I scaled up to $100AUD per day. For 1 day it ran well, the next was reasonable, the next mediocre, the next at approx $2.50AUD per subscriber (which means losing a bit of money). This seems to be fairly typical with my campaigns on facebook. Sometimes it goes well for a week and then it slows down dramatically. Any tips? Thoughts? Is there a magic number to scale up to? Id' love to get a good 4-6 weeks out of a successful campaign!
Cheers,
Rachel
1:39 am
June 7, 2011
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Hey Rachel,
Well done on getting subscribers in for a reasonable price. I've experienced what you are describing as well. Though on a slightly larger scale. For MMM for example I spend $100/day and when I scale up to $200/day my conversion costs go up as well. I spoke to my ad rep about it today and she didn't have anything all that enlightening to say. One possibility is that the frequency of which your audience is being exposed to your ad may be shooting up and therefore the amount you spend on impressions may be going up. You might check your frequency for the day that you experienced this as compared to the day before when the spend was smaller. Just adjust the daily view from the drop down.
How large is your audience size?
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
10:33 pm
June 19, 2015
OfflineHi John,
Thanks for getting back to me. I checked the frequency - it seems to move between 1 and 2 p/p, but not consistently ie. it didn't jumped up when I poured more money at it. My audience size was approx 500,000. Although, I did turn the ad down to $20 and restrict to men only to see what that would do, so it's now 230,000. I will need to switch off though, as conversions are now at approx $6AUD 
Perhaps, like you, I just need to find a magic number? Maybe try $50 a day for a campaign that's converting well? Pity to have killed a good one so fast!
I also noted looking back that I set it to optimize for Website Conversions (I would usually do clicks). I'm not sure how much of a culprit that might be? However, my last good campaign did have the same problem (slowing dramatically at $100 per day), and it was optimized for clicks...
8:22 am
June 7, 2011
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I almost exclusively bid for conversions these days. I'd probably keep the spending capped at something smaller like $10 or $20 for a while, and then ramp up slowly. Add $10, watch for a day or two. Then add another $10, and so forth until you hit that slump. All ads will hit a slump. It may just be that yours hit it faster.
One thing that Facebook is rumored to do (and it lines up with what I feel like I'm seeing) is that initially Facebook will give you their highest quality traffic, and then once that audience has been exposed to your ad they will start to mix in lower quality traffic, but just low enough so that you still get conversions. You may have hit that.
This may not work, but try creating a brand new campaign. Use all the same settings, and even re-upload the same image (even though it;s already in your library). Drop the budget back down to where it was successful and see if you don't get a better price. Expect to wait a couple of days for the price to settle as conversions come in. If it's so high as to not make sense you can cut it off early. But if it starts off at just 2 or 3 times what you want to pay, hang tight because it will probably drop after a few days. If you bid on conversions it will take a little time for FB's algorithm to figure out who to target.
The next thing you can do is to look for similar audiences using the audience insight tool. There is an IC lesson on this in the main members area. Plugin whatever your successful targeting was and see and then look at the likes column to see if they have any other suggestions that seem like they would make sense.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
10:06 pm
June 7, 2011
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Sounds good Rachel. Cheers.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
11:53 pm
June 19, 2015
OfflineHi John,
Unfortunately starting up a new ad made little difference in bringing the price down again... although it's hard to judge from this instance, however, as facebook ended up pulling the ad down and then putting it back up again, so that may have interfered with the ads performance.
If you have a moment, I'd love any feedback you can give me on this squeeze page. My sales funnel, and my ads (mostly!) do fairly well, but my squeeze pages under-perform. I've experimented quite a bit with the form.... Here's my current one, using a "short" form (targeted at Carole King fans):
http://www.rachelcollismusic.c.....track-ck3/
Cheers!
11:54 pm
June 7, 2011
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Hi Rachel,
Sorry, I'm not following what you mean by "facebook ended up pulling the ad down and then putting it back up again". If there was an issue with the way FB served the ad I'd say that could be a factor.
A couple of questions for you...
Did you start a completely new campaign, or just a new ad or ad set?
What is the conversion rate according to your aweber web form stats?
Have you tried any other targeting variations?
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
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