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How to get 1 cent clicks on Facebook

Discussion in 'Sales, Marketing, Copywriting, Social Media' started by MisterBHZ, Apr 12, 2017.

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  1. MisterBHZ
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    MisterBHZ Bronze Contributor FASTLANE INSIDER Read The Millionaire Fastlane Speedway Pass

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    This was a year ago and there have been several algorithm changes. Take this advice with a grain of salt.
     
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    theag Most Aggressive Guy on the Internet on the Planet LEGENDARY CONTRIBUTOR FASTLANE INSIDER Read The Millionaire Fastlane Speedway Pass

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    Agreed, but those tips are surprisingly close to what I currently get best results with. So definitely worth a try.
     
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    MisterBHZ Bronze Contributor FASTLANE INSIDER Read The Millionaire Fastlane Speedway Pass

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    Are you still going super broad with only age & gender targeting? I've been playing around with that lately.
     
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    Just my $0.02

    Should we even bother with trying to get the cheapest clicks?

    The way I see it, this advises sending ads to a broad audience. This means getting our ad in front of the wrong people most of the time. Why not get super specific with your audience instead, and have most of your impressions go to a more relevant audience?

    Though the clicks might be cheap, what's the quality like? How many of these one-cent clicks will it take to actually convert into a sale, versus a click that you paid $1 or $2 for?

    That said, I feel like it's a bad sign for your margins if we're breaking bank on $1 clicks. (I'm also an inexperienced little newbie, so this could be totally off base.) But I feel like if you bring a $1 click to your website, and it leads to a >$1 earnings, then that's positive EV.
     
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    #4 is a big rule I follow. If you don't have a cool, clear, and unique image the ad fails.

    I don't know how many big spenders waste thousands with stock photos that cause little to no engagement.

    I feel like people on social media are almost conditioned to ignore stock images on sponsored advertisements.
     
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    I also am new, and all I can say is that on amazon if I have a $10 product, then $1 clicks kill me, simply because it takes around 8-11 clicks per sale, and lets face it a dollar (or a pound in my case) is usually the cost of a popular product. Also being new and not made of money, it has been hard for me to find a $50 product because of the initial outlay to get an MOQ.

    So I think a lot of us will be in that situation starting out. Meaning if we can get 50 $0.01 clicks to make a sale, or even 100, it is still better. Of course life is about give take and compromise, so by giving up that quality you are possibly tempting facebook to push your ad to a less and less relevant audience over time. Therefore the system will need to be tweaked as time goes on, then hopefully as we get more sales and purchase product with better margins, we can start ditching quantity for quality.
     
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    Last edited: Apr 13, 2017
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    I've had similar experience running ads for ecommerce. When I followed the guru advice and did website conversions objective with narrowed audience and interest targeting I got +$0.50 clicks and no sales. I then ran exact same ad creative for same product but did campaign with web clicks objective, broad audience and broad interests- $0.08 clicks, 3% ctr, and sales at 2% conversion.
     
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    Right now either whole country or just a broad interest. No age/gender targeting. Website conversions objective. In the past I did lookalike only but it stopped performing for me. My guess is that the "double-optimization" (lookalike + optimization in the ad set basically use the same algorithm) leads to fb hitting the same people over and over again. This especially becomes a problem if you already spent a higher budget (100k+) on a product on fb in a smaller country. Will give CTW objective a try soon.
     
    Last edited: Apr 13, 2017
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    In theory yes, in practice no.
     
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    Though no mobile targeting right? I just ran an ad but couldn't find how to target mobiles or exclude desktops, I guess they've removed that feature? Or am I missing it?
     
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    Mobile newsfeed only.
    [​IMG]
     
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    If you would do an advertisement for a specific product, would you think its more effective to have a link directly to that product on your website or a link to the homepage of your website?
     
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    I strongly disagree with this.

    I have spent at least $150k on FB ads, and while that may be some, it sure is not that much compared to a lot of people here. But it means I have purchased enough advertisement space for myself to see some patterns in the Facebook algorithm.

    Allow me to elaborate.

    Your theory would hold true, if the Facebook algorithm would just deliver the same amount of impressions spread evenly over all age groups and gendertype, but it simply does not.

    You will notice after spending maybe $200-300+ (or even less in some cases) on a very broad FB ad, that when you breakdown e.g. 'Age', some specific age groups will receive way more impressions than others, and that age group typically also has the cheapest clicks.

    After delivering a certain amount of impressions, the algorithm will begin seeing specific patterns in CTR from specific age groups or a specific gender and thus optimize from there. So the more you spend, the less impressions will be delivered to the age groups/genders and other people who do not engage with your ad.

    Since I don't work for Facebook, I cannot gurantee this of course, but this is my experience and it always works exactly like that for me. So remember that your first couple of $100 (or less) on your ad is purchase of data to feed the algorithm, so that your ad will perform the best onwards.

    Don't be afraid to target broad!
     
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    Is that important?

    I look for Return On Ad Spend (ROAS). Ill take $10 CPC if it makes me $20 all day long.

    People seem to confuse FB with PPC when it isn't. You pay for CPMs. Everything else is secondary.
     
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    I only focus on two metrics now. ROAS and gross margin. I look for 60%-65% gross margins on my items but with ROAS it's harder to control since it's FB.
     
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    Here's another tip for mobile only ads....check the "only when connected to wifi" box.

    When people are on wifi it's more likely they are not on the go & at a place to have time to check out your offer.
     
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    Is that based on personal experience or theory?

    I am finding more and more almost everyone I know is on data and uses it as their primary source for everything, even if WiFi is available. I have friends who come to my house regularly who have never asked for my wifi password despite coming over here almost every single weekend for years. It's like they'll use wifi if it's convenient but never go out of their way for it. This also might be a Canadian thing (I believe I read somewhere that Canada has much, much more favorable data plans than the USA in most locations).
     
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    I've been testing testing with wifi & without wifi. Tend to get the same results to be honest. What I have found out is that FB spends my budget much slower with only wifi users.
     
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    Yes because:
     
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    OK. Here's a question for you. Which ad would you kill? A $0.10/click ad making zero sales or a $10/click that makes $20/click?

    Low CPC is the wrong question.
     
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    ROAS is about maximizing the spend, and in turn, the conversion. I'm not arguing that clicks without customers is anything other than waste.

    But if you assume cheap clicks are worthless, you might be overpaying/under-optimizing your creatives - that's the point of thre thread.

    If you could lower the $10/click to $7 by shooting for .01 clicks, you wouldn't ignore a 30% reduction in acquisition cost, right?
     
    Last edited: Apr 13, 2017
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    I think this thread could be #notable soon. Facebook is a giant ball of mystery for a lot of people and most people who are having success cannot accurately explain why their methods work (or are simply not explaining them... which, to be fair, there's a lot of reason not to).
     
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