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12:03 am
QuoteHi,
Started running facebook ads again recently to promote my new release for string orchestra. My best performing ad has gotten 12 website clicks for an investment of $5.42, or $0.45 per website click. The problem is, of all those clicks, only one person has entered their name and email.
Unless I'm mistaken, this means the problem has to be with either the targeting or the squeeze page. Anyone willing to offer their two cents?
Squeeze page: http://www.ezradonnercomposer.com/
Targeting: Potential Audience for this ad: 30,000 people
- Location: United States
- Age: 30 and older
- Interests: Aaron Copland
- on Right column on desktop computers
And for what it's worth, here is the free track I am offering:
http://ezradonnercomposer.com/.....rack_1.zip
I chose a 'similar artist' strategy because Classical music fans are a persnickety lot and from my experience tend not to be that interested in new music by living composers. But it's possible this strategy is also flawed, because people who click are expecting a page about Aaron Copland and get my squeeze page instead. Should I try a different strategy? Is there something obviously wrong with my squeeze page? Or do I just need to stick with this and be prepared to spend ~$4 or $5 per subscriber right now?
I'll keep going back to the drawing board and welcome any advice from the community in the meantime.
Thanks,
Ezra
7:02 pm
Am re-watching the "Squeeze Page Doctor" video from the monthly training sessions and am testing a new headline. Will zero out the tracking and see if it makes a difference.
Thanks,
Ezra
10:33 pm
Actually, of all dumb things, I'm going to try changing the copy on the "Submit" button from "Submit" to "Download Now." As I look at the page with fresh eyes I wonder if that might be putting some people off. Unfortunately I haven't learned yet how to use a custom button in MailChimp.
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Hey Ezra,
You definitely shouldn't just except $4 - $5 per sub. that will never work. In my opinion you just need to test a lot more elements.
At a glance, the squeeze age looks okay. It's professional, and you have all of the elements, but it's a bit bland in my opinion. And the pic is just so-so. It doesn't really do anything exciting in terms of your branding, again just in my opinion. For example, if I came to your page and saw you standing in front of a group of players, composing, I would instantly connect much more than I do just seeing a head shot. But that's just my opinion and we have no idea what the issue is until we test.
What I would probably do is take 4 or 5 different targeting options and create different ad sets for each, and nearly duplicate squeeze pages for each. Only changing out the copy to mention the variations in targeting. If none of them convert, then it's likely your copy and/or pic. If one or two jump out, then you can take the best one and then create some variations in the copy.
I think this thread might help you a lot:
https://www.mmmanifesto.com/in.....ing-thread
I was really impressed by how Jon went from a pretty sterile headline to one that really jumped off the page. The change in results show how important this kind of branding can really be.
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.
2:50 am
Thanks John! I am reading through Jon's story now and it is eye-opening. In the meantime I have done as you suggested and created 5 nearly-identical ads and squeeze pages to test targeting tomorrow.
Thanks,
Ezra
11:19 pm
John,
I took your advice and created 5 different facebook ads with slightly different targeting, running for 24 hours. As of this writing I have 5 new subscribers for a total investment of $13.35, or an average of $2.67 per subscriber. Haven't reached the Promised Land yet, but light-years better than yesterday. Thanks for your advice and for helping me re-assess.
I have also begun experimenting with a different photo, as you suggested. The new photo is landscape-format, which requires moving the press quotes down below, but I'm curious to see how it plays out with some testing. Here is what the new photo looks like in context:
http://www.ezradonnercomposer......-american/
The big news is I sent out a Broadcast today and ended up selling over $100 worth of music downloads in one day. Currently I have about 1,500 subscribers on my list, and I am dying to see what a good day will look like when and if I have 10,000+ subscribers some day.
Thanks for your support and cheers.
Yours,
Ezra
Awesome, just need to keep tweaking until you get into the sweet spot.
I think the new picture looks better but I don't love that it pushes some of the other vital info further down on the page. I guess you'll have to see what happens in your testing. The numbers are more reliable than my personal opinion 
Let us know how things progress.
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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