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4:03 am
April 13, 2012
Offline
QuoteHi John,
I hope this message finds you doing great! 
I took your advice and started a new campaign two weeks ago targeting Orianthi fans. I'm giving away two rock songs from my existing CDs, and I'm definitely making more fans than I was when I was targeting Heart fans. So I think your intuition on emphasizing the "rockin' guitar chick" aspect was right on.
My stats are better, but still not where I'd like them to be. Good news: my ads are all scoring 10s in relevancy now -- YES! But the overall cost per subscriber over these two weeks is $1.74. I'm spending $10/day. Some days I get 10 conversions; other days just a handful. Questions I have:
1. I've had 70 conversions in two weeks, and only 2 were women. Should I change my targeting to ONLY men?
2. Similarly, I've gotten ZERO people in the 25-35 year old age bracket -- should I raise the lower age limit to 35?
3. I've had 4 ads running for two weeks, and almost everyone is coming from two of the ads. Should I stop running the other two?
4. If I make any of the above changes, should I do so on a NEW ad campaign, or just change the existing campaign?
My CPC is .12 -- I forget what this means, but I think you asked for that info before.
My overall conversion rate for my squeeze page seems low. According to Aweber, it's 16.4%. I wonder if I should experiment with having a video on my squeeze page? I think in my case, it could help... is there a tutorial on how to test two different squeeze pages?
On the email side of things, I'm getting more personal responses to my emails, and overwhelmingly positive responses to one of them in particular (the "life story" blog post), so that's great. There's a lot of room for improvement with sales, though -- I've only had two from my new FB subscribers in the past two weeks. (Fortunately, I've been selling more than ever at my live acoustic shows.)
I hope this isn't an overload of info. Any advice you have on how to improve my stats and sales is appreciated! I've attached a screen shot of my four ads, in case that helps. Thanks again, John!
10:46 pm
June 7, 2011
Offline
Hey Ali,
Really glad to hear that you're at least seeing some improvements.
1. That's a tough one. Sometimes I see subscriber stats that are heavier on a certain gender, but customer stats that favor the other gender. Still, 2 out of 70 is pretty convincing and trying a new campaign that targets just men would seem worth trying.
2. Same answer as above for the age targeting.
3. Once it becomes clear that one (or some) ads are performing better, pause the others. This is part of any campaign management. Just make sure you give it at least a day or two to really settle.
4. If it is just pausing under-performing ads then there is no need to start a new campaign. If you were changing the variables of the ad or target audience, then yes, I would start a fresh campaign.
Is that CPC the broad CPC or actual clicks to website? .12 cents for a click to website would be really good, and would indicate that your squeeze page needs some tweaking. 16% is too low. That needs to come up. You could absolutely try a video, or any of a million other things. Check out the lesson on split testing. That shows you how to go about testing different variables and includes a special script that will make it easy.
That's great that you are seeing the engagement on the blog post. That's key and a big predictor of sales. Two sales out of 70 subs is not so bad. It's 2.8% and you may still see another one or two come in. I normally say that 4 - 6% is average. So you are just a sale away from that range. You might just need to look at the language in the LTO. See if you can inject the same kind of freshness that you added to the blog post.
Let me know if you have any questions.
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