FB marketing help

[JasonR]

We've got a lot of guys in-house doing FB-only marketing (and doing very well), but @JasonR will probably be best to help you.
You will need A LOT more data before you can even begin to optimize. It's the mistake all marketers make at first. You spend some money and start getting sweaty palms at really low data points. Need to spend money, gather data and sit still. "Good numbers" will vary by niche as well.
FB advertising can be very powerful though. Good luck.

This is good info.

And d0000d. You spent $15!! Do you really expect to get a conversion from $15?

I spend at least $50-100 before I decide to kill and run ad ad.

Not to mention, if this is your first rodeo for your offer, you'll have to spend quite a bit more demographic information.

Expect to spend $500 to get 1 sale. Then go from there.

Looks like you're running optimized CPM. You can't really do that until you've done some testing on CPC. Take your highest CTR ads, run them as CPC, and run ONE ad until you get a few hundred bucks of data.

Also, it would help me if you listed your pre-sale and offer page.

Also, the Facebook Fraud video is BS. Yesterday, I had one ad where I spent $125 to generate $500 in sales.

 

[SGBoise]

Watch this before wasting your time. It may not be worth it.

 

[JasonR]

http://imscalable.com/blog/12-million-dollar-lesson/

 

[theag]

Your spend is very low, you need to spend way more and faster to get proper data. Also 1.3 frequency is nothing. Spend more on that audience. You wont burn it until at least 10 frequency.

Whats your targeting like?

I have a similar problem right now, although on a bigger scale (150k spent on my previous targeting, most of it in the last 6 months), so my CPA was going up faster then I'd like.

Currently I'm testing out very broad targeting after analysing my demographics. So now instead of interests and lookalikes, I'm targeting only a age/gender group in the whole country, so my audience went from approx 500-600k to 7-8M, which seems to work fine. I'd test that.

Also, your CPA will naturally go up with more spend. If you're worrying about profitability at $6 CPA with $40 average purchase, you have bigger problems than your targeting and need more organic growth / referral sales. I'm spending about $10-15 CPA right now and only have $12-13 avg purchase with $6-7 avg profit per order, so I'm losing money on FB ads ($5-10 per sale) but make it up with the resulting referrals / brand building.

 

[csalvato]

@JasonR : What would you say the minimum CLV would be for running FB ads profitably?

I have a CLV of ~$40 right now, but think I saw you tell someone that $60-$100 is best.

If that's the case, I will need to release another product, most likely, to increase my CLV to that point.

Also, do you find that you can sell "cold" leads on facebook by jumping them right to a landing page? Or the opt-in, drip funnel is more reliable...?

PS - My product is an online fitness course/book that is already generating sales.

 

[JasonR]

What is everyone using to track this besides facebook itself? @JasonR do you recommend any more in depth tracking such as the photo you showed.
With goal $ amount etc.

CPVLabs

 

[Bimmer]

@csalvato : You do not need to to have a 60-100$ CLV just to get profitable on paid traffic - If your offer is converting well, you can get profitable with $40 by testing and tweaking your campaigns and targeting the right audience. The thing is when you have a 100$ CLV you can buy (and outbid your competitors) almost any traffic you want and still be profitable, because you can break even - or even lose money - initially when buying traffic, and still profit on the back end.

@Yury Byalik , doing direct response marketing means you NEED to collect and track your data properly so you can make the right decisions and cut bad ads and landing pages fast, and find out what works fast.

Just like Jason mentioned - CPVlab is very powerful - but you can also use a free tracking software called prosper202 which you can download for free here http://prosper.tracking202.com/apps/. and install it on your server.
As long as you don't do huge volume prosper202 is enough.
But if you do want to spend some money, you should buy CPVlab right away because it's easier to use and has more possibilities

Tracking is KEY

 

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[Built4Greatness]

3 Things I've learned About Facebook That changed my life

1) It is much cheaper to sell to your fans than to anyone else. If you have a big enough fan base you can sell for literally pennies on the dollar. The good thing is fans already have some level of trust with you which make them easier to sell to than most ads. I'm not saying don't advertise outside of your list, you have to keep bringing new prospects into your pipeline but your list will give you the most bang for your buck.

2) Copy & Offer are very important (obviously). From the customers prospective if they look and/or click on an Ad from you. They don't know you and haven't heard about your company before. Your job is to be clear about what you offer, how it will help them and why they should buy now. Listening to their objectives and getting feedback is a good way to create copy that allows customers to talk themselves into the process of buying from you. Use their words not yours.

3) Data Changes prospective. The more data you obtain the more things change. When I was in college I would travel around the country and play a certain sports video game for money. There were online gambling places you could play and it's how I made it through college. I always remember after playing the game for a while thinking "This game is a totally different game than it was the first 2 months". Yet that wasn't the case, the game didn't change. The data I consumed of the game increased, giving me the ability to accurately predict outcomes based on different set ups.

It's the same with Facebook data, The more data you receive, the more trends you will see, the more hang ups you will see that customers have and the more you find out what really works vs. what's a gamble

 

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[theag]

$5-$10 a day is more than enough to see if there is any traction.

Disagree. Thats way to low to get results. Put your big boy pants on and spend more. In my experience you should do $100/ad set. Everything below isnt enough for OCPM to work and everything above quickly raises your CPA. Seems to be the sweet spot.

 

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[theag]

Some clients / newbies starting out don't have the budget to do so much. Doing something is better than doing nothing at all.

True, but in those situations its better to scratch together the budget and do 3 days with 100/day instead of 30 days with 10/day. Simply better and actionable data.

Or do other marketing until you have a bigger budget. But too low budgets kill paid advertising efforts more than anything, because you dont know what to do with inconclusive data.

 

[brob742]

Any recommended courses on the best way to optimize ads?

We've got a lot of guys in-house doing FB-only marketing (and doing very well), but @JasonR will probably be best to help you.
You will need A LOT more data before you can even begin to optimize. It's the mistake all marketers make at first. You spend some money and start getting sweaty palms at really low data points. Need to spend money, gather data and sit still. "Good numbers" will vary by niche as well.
FB advertising can be very powerful though. Good luck.

 

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[JasonR]

Run desktop only

 

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[csalvato]

@Bimmer : Gah! I'm kind of jumping in head first on FB here and using it to try and get conversions on this product now. I invested like $1500 over the past month into advertising on various different channels with F*ckall results, so spending $250-$300 on CPV makes me cringe a bit, but I'm seeing it's necessary. F*ckitall!

I'll probably buy it within the next day or two, when my current campaign wraps up. I just got $100 more data on my market and saw CTRs in the 0.3%-1.6% range, so there is room for improvement especially if I start to target key demos that are clicking through more.

My landing page currently converts from my EMAIL LIST at about 2%-3%, but not seeing that rate from cold traffic on FB. I guess the initial plan is to get 2-6% CTR, then optimize landing page, eh?

Fail Fail Fail Iterate Fail -> profit? I hope so. If not, I am going to see my savings account disappear very quickly.

 

[Tom.V]

Some good advice in here, now the trick is going to be putting it to use. You said you are planning to make 30-40 different ads for 15-20 different products, on your first rodeo? Will those all be going to different landing pages as well?

But before anything, TRACKING, TRACKING, TRACKING. You are literally risking all of the money you are spending on ads right now by not having a proper setup. Want to know why? Let me explain.

With Google Analytics, can you see what specific Ad on FB you got a conversion from? What about the time of day you got the conversion? Do you have conversion tracking setup on FB? If not, you need a real-time tracking platform. If you are short on budget, get Prosper202, then CPVlab when it's in the budget. Otherwise, you will not know what came from where, or even how it got there. Much less the really important information that tells you whether or not each ad combo is profitable or LOSING money.

 

[Jack Carr]

Wow, that digital marketer video was a huge golden nugget!`
Definitely worth the hour of watching

 

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[Imgal]

Hey guys,

I have a couple of questions regarding my FB campaign.

First I will give you some stats:

Amount spent: 331,70€
Reach: 96,819
Potential Reach: 250,000 people
Frequenzy: 1.30
Conversions: 52
Cost per Conversion: 6.38€
Clicks: 4,709
Website clicks: 3,040
CTR: 3.73%
CPC: 0.07€
Post likes: 330
Comments: 66
Shares: 51
Page likes: 81

Each conversion is worth about 40€

I have a feeling that it will soon stop being profitable as I only have a potential reach of 250,000 and I have already reached 96,000. I don't know how I am able to scale this. Do I have to create a whole new campaign after that because this one has reached its limit?

I am really new to this, I have a few good campaigns but I just can't figure out how to scale! I have a feeling that if I increase my budget I will just blow away the audience in a shorter amount of time.

Can someone please clarify this for me?

I always recommend leaving upping your budget till last. Personally I've found the more you increase it the quicker Facebook spends it and often it ends up pushed out to less and less tailored audiences.

I don't know how you came up with your audiences to begin with, but I'm going to assume that it might be competitors or maybe niche terms? If you haven't already I'd advice using Facebook Audience Insights and try to see if you can drill down to find other audiences to test on. Let's say for the hell of it that the niche was bodybuilding supplements and you'd been targeting bodybuilding.com.

Throw that into the interests on Audience Insights with the countries you want to target. It's well worth taking a look on the first page and seeing if the gender / age is very focused to a particular demographic. If it is, note those down and as them as filters in the left hand side. Now click on the Page Likes. Scroll to the bottom and order by affinity. What are the other pages that people seem to like. if you're not advertising to these then note down as a test group to use (I really want to get to 500,000 as my initial audience by 150,000 + is okay for tiny niches - you can see how big it is at the top of the page.).

As well as noting down these pages, take them and add them into the interests box. You should see the affinity numbers getting higher and the pages getting even more niche. If it goes too general, take out what you've added one by one and remove the culprit. Once you do start getting really niche then take out the big interest (Bodybuilding.com is my example). This should help get you even nicher. (If you can you want to get all of the interests to be lowercase - if they have capital letters it means that Facebook basically sees these as a big, popular page which is great, but can also lead to some very general audiences.

Put these interests together into groups and start testing. $5-$10 a day is more than enough to see if there is any traction (EDIT: Slowlane thinking here... follow @theag advice's for fastlane success!). For those that get results go back and repeat the above in Audience Insights and if that stops pulling data then go to Facebook Graph Search. Look at "Books liked by people who like Interest 1 and Interest 2". Repeat with Public Figures, TV Shows, Brands, Authors. You'd be surprised what you come up with and the results that using these in ads can bring.

On top of that when you're starting to see your audience is see the same ad multiple times don't let the burnout happen. Refresh it with a new image and copy.... and please please tell me you''re dropping retargeting pixels and creating custom audiences to get those interested folks in to your funnel!

 

[ck4750]

Any idea if I should be creating like 30 ads for each product to individually be able to test out 1) image, 2) copy, 3) call to action and see which combo works best?

I believe JasonR does CPC only and bids over whatever is recommended.

I'm working my way through Traffic Blackbook 2.0 (I think Zen has some guys take that course) and he recommends writing 15-20 Ads for each then choosing the best 4-8 and begin testing those.

Hope that helps.

 

[Y.B.]

Thanks for all the info. Sounds like I have a long week ahead of me creating all this stuff.

 

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[AllenCrawley]

Watch this before wasting your time. It may not be worth it.

Also, the Facebook Fraud video is BS. Yesterday, I had one ad where I spent $125 to generate $500 in sales.

This video is really persisting but is not applicable to running actual ads (vs. ads to get likes).

 

[pickeringmt]

Very cool thread, I just started running my first campaign and I think it is a good investment.

So, is Traffic Blackbook 2.0 worth it? It sounds like a few people have said it is solid around the forum.

I'd really like to dig into ads and learn it cold, so if this can help I am down.

 

[Y.B.]

NEED to collect and track your data properly

I can track all my current campaigns with Google analytics. While I do know a lot of affiliates prosper202 or CPVlab, i'm not sure what they provide as an added benefit but I will definitely take a look. Thanks

 

[Bimmer]

Alright, i don't have much experience with analytics tracking but:

Can you Switch the landing page URL instantly without touching your campaigns?
Can you track the CTR of your landing pages?
Can you set up slit test for various landing pages and offers?
Can you set rules for how many impressions each landing page in a split test gets?
Can you track each banner its performance (lp ctr - lp cvr - cvr overall)?
Can you pull data and compare landing pages - banners - etc - performance instantly?
etc...

if not - you don't know what you're missing

 

[Evelio]

PS. Check out this video: http://goo.gl/wkOBz1

 

[csalvato]

Try creating a funnel system to warm up your traffic. Your reach is very low but in my experience 2% CTR is not bad. So your two issues seem to be; not enough traffic to test with yet and your landing page or product page isn't converting.

You are taking your visitor from a cold ad to a cold sale with basically no product information. Its like me calling you on the phone without introducing myself or what I have to offer then asking you to send me $20 for some product.

You have no copy in your landing page: alphamonics.com/p/deep-meditation-relaxation-sleep. Unless you are solving an incredible pain your sales conversion rate is going to be very low.

At the end of the day you are selling a product, so sell it!

Just my 2 cents.

Best of luck to you.

You're right. In the middle of TBB now and realize how badly I had my campaigns set up. Going to finish the program before attempting more buying, because I am learning more in each video than I did for each $100 test at this point.

Excited to get back into it though....thanks so much for your input/advice.

 

[Cembo]

Hey guys,

I have a couple of questions regarding my FB campaign.

First I will give you some stats:

Amount spent: 331,70€
Reach: 96,819
Potential Reach: 250,000 people
Frequenzy: 1.30
Conversions: 52
Cost per Conversion: 6.38€
Clicks: 4,709
Website clicks: 3,040
CTR: 3.73%
CPC: 0.07€
Post likes: 330
Comments: 66
Shares: 51
Page likes: 81

Each conversion is worth about 40€

I have a feeling that it will soon stop being profitable as I only have a potential reach of 250,000 and I have already reached 96,000. I don't know how I am able to scale this. Do I have to create a whole new campaign after that because this one has reached its limit?

I am really new to this, I have a few good campaigns but I just can't figure out how to scale! I have a feeling that if I increase my budget I will just blow away the audience in a shorter amount of time.

Can someone please clarify this for me?

 

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[Imgal]

Disagree. Thats way to low to get results. Put your big boy pants on and spend more. In my experience you should do $100/ad set. Everything below isnt enough for OCPM to work and everything above quickly raises your CPA. Seems to be the sweet spot.

Personally, I have found much better results as you state @theag with budgets around $100. Some clients / newbies starting out don't have the budget to do so much. Doing something is better than doing nothing at all. It's not a strongest test, but it's enough of a test for them to be able to feel ready to put their big boy pants on and jump in properly. In this case @Cembo may well be able to afford a lot more. My bad for making it sound as though it was the optimal solution.

 

[theag]

I have a feeling that I already get a lot of referrals because my organic sales got higher. How do you measure that?

Look at Google analytics direct/organic/referral sales over time. But to be honest you have to wing it a bit because its hard to measure that branding effect accurately. Thats why there are a lot of "hot" adtech startups dealing with ad attribution.

 

[Y.B.]

I just launched my first FB campaign but looks like I'll be needing a lot of help. Any recommended courses on the best way to optimize ads?

A few stats:
I created 1 ad with 5 different images (so 5 ads) for 1 product:
alphamonics.com/p/deep-meditation-relaxation-sleep/

They targetted 4 specific interests, females from US & canada, 25-50 Y/O

My results after 1 day are attached. Basically a few post likes, a few page likes but 0 conversions.

Should I change from OCPM to CPM or CPC?
Is 2% a good CTR?

I've seen some people here get clicks at a very low rate. What's the best way to optimize ads to get that done?

I know I need to do a lot more testing. For example my Ads have a button that says "Download" but that may be a bad CTA because it may imply free to some people

 

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[Y.B.]

Thanks saw that a while ago but that video is regarding advertising for page likes. I'm not advertising my page for likes, nor do I care about likes that much unless they are coming naturally (which they are in my case). I'm advertising for visitors and i'm getting them, just no conversions yet so I need to start split testing campaigns and likely my landing page. I just want to know what are some good FB numbers and the best way to approach it (CPC, CPM, etc.)

 

[Y.B.]

Thanks. I'm going to be creating about 100 more ads today for the other 10-15 products.

Any idea if I should be creating like 30 ads for each product to individually be able to test out 1) image, 2) copy, 3) call to action and see which combo works best?