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6:49 am
October 28, 2015
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QuoteAlright, I think this is a good place to keep track of my wins and losses.
So, after a few more minor bumps along the road (the most notable of which was due to my own stupidity, although I thought it was due to a plugin problem for a while) I’m FINALLY running ads! I’ve got everything set up very nicely, it all seems to be running smoothly, and I’ve set up two ad sets, targeting fans of Nick Cave. One ad set targets the English speaking world and the other targets a large part of western Europe. I’ve got dynamic creative set up on both, and now I’m just waiting for some results.
So woohoo! Very exciting. I’ll post the results down here.
6:54 am
October 28, 2015
OfflineRight, so the ads have been running for a couple of days now. The results are still pretty expensive, and a bit interesting.
First of all I did add Tom Waits targeted ads as well, with slightly different copy, again with different ad sets targeting different language regions. And the funny thing is I'm not seeing any results at all from the non-English speaking world. I see a few clicks but no signups. I'll let it run a bit longer, but it won't be long until I declare those ads losers and go back to the drawing board on those. Maybe I just need to write that region off for now.
But I did get my first result! The English speaking Nick Cave ad has resulted in a sale, that weirdly enough came through a WooCommerce tab in Facebook! So 1 CD sold, which puts that ad set in a positive ROI, two days before anybody even receives the LTO. So something must be working.
I'm going to give it a little more time before I post any numbers, but so far I think it looks OK. Not great, but not bad. But again, we're talking about 20-25 results so far, so it's too early to tell.
Weirdly I don't see my relevance score. Does it take longer to see that for Dynamic Creative?
Anyway, can't wait to see more results.
7:37 am
October 28, 2015
OfflineOh, also, I only have proper stats for the last 24 hours or so, even though I started two days ago, because after about 24 hours I found out that I had forgotten to remove some javascript from my signup page that was keeping it from sending people to my Thank You page. So Facebook wasn't registering any conversions. So I had to duplicate the campaign and start over with the proper conversion pixel working. All works very well now.
9:42 am
June 7, 2011
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Hey Eyvi,
That's great. A sale right out of the gate definitely helps boost morale at the very least and shows that it can work. Where there is one sale there are more. I suspect you will do well. The humor in your copy and funnel makes for an entertaining channel. And the music is also good and overlaps perfectly with the desires of a niche audience.
With the non-English speaking audience, it may be, and I'm just spit ballin' here... that your funnel is in English?
Just razzing you really. I'm sure you've done something to address that. But my guess is that this is the biggest issue. Even if you targeted "English speakers" in those countries, the fact that it is not their first language will likely cut down on how well the copy lands.
It also depends on the country you are targeting and their behavior as consumers. Many foreign countries have huge gaps between rich and poor and those gaps can really throw things off.
I would start with US, CA, and the UK, and see if you can't make that work. Once you know what works you can expand to European audiences. And for those, I would not group them together like I do with CA, UK, and US. I would create unique ad sets for each.
Great start. Keep us posted.
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.
10:52 am
October 28, 2015
OfflineWait... My funnel is in English???
No, of course that makes sense. I just thought I'd give it a go, since it would be huge if I could gain something of a following in places that are easily accessible for touring. (Well, Ireland is. The UK probably won't be for very long.)
But I probably need to think of a whole different strategy for that. So I'm switching those ads off (got 1 conversion from them) and going with the English speaking world for now.
10:53 am
October 28, 2015
OfflineAnd thanks for the kind words, man. Means a lot.
11:26 am
October 28, 2015
OfflineOh, one more thing, John. I was thinking that maybe it would be a good idea to use purchases as a conversion once I have my ads figured out after letting the Dynamic Creative ads run for a while. I had that special kind of pixel set up and obviously it works, because I can now see the purchase I got, the amount and the ROAS in my Ads Manager. So do you think it might get me better results, or won't it matter that much?
12:17 pm
June 7, 2011
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I don't think setting up a funnel will be all that hard in other countries, I just think it will be easiest to set one up in English speaking countries first and then apply what works to your other countries. You'll likely want to first experiment by targeting only English speakers in those countries, and then, depending on results, change the language of your funnel so everything can land well.
If you can get at least 5 sales a day then yes, using sales as a target metric is by far the best way to go. And it will likely matter. Only thing is that the conversion window max is just 7 days. Not sure why they did that. So you would need those sales to come in within 7 days.
The more likely reality is that you will get enough customers to create a healthy lookalike audience and run ads to those people using conversions (for subscribers) as the objective.
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.
12:35 pm
October 28, 2015
OfflineCool, sounds good.
I might also experiment with using a service I have called AdOptimizer, that I use for Google Ads (for my other business, in the travel industry). It gets me very cheap clicks on Google, and I know you can use it for Facebook as well, although I don't know if it does anything more than Dynamic Creative. Might dive deeper into that once I have a better handle on how my ads do after the DC run. Who knows, it might get me even cheaper conversions. Only one way to find out.
2:43 pm
June 7, 2011
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Hey Eyvi,
I haven't used AdOptimizer. Give it a go with FB and see what it does for you that you can't already do. If it helps, I'll check it out.
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.
3:18 pm
October 28, 2015
OfflineWill do. I know it works extremely well with Google ads, and gets me great CPC. I think maybe the big difference is that the AI just finds what works and pushes that, and leaves the stuff that doesn't work behind. I'm not quite sure.
Anyway, I'll run the DC for a bit longer and then take the top scoring ads from that and plug it into AdOptimizer. See how it goes.
I also started something tonight that I'm excited to experiment with. Have you heard of Bonjoro? It's a video message thing, basically. I've set it up so that it notifies me every time somebody signs up to my list, and I send them a video message, where I say there name, to thank them for checking out my music. Hoping it'll make people even more engaged.
3:22 pm
October 28, 2015
OfflineBTW, I'm sure you said this in the Dynamic Creative video, but for how long would you run a DC campaign before you go over the results and optimize the ads?
10:26 am
June 7, 2011
Offline
Hey Eyvi,
I've heard of Bonjoro but no almost nothing about how it works. I scanned it and it looks like you need to actually record custom videos for everyone? Is that right? Seems like a bit of work, no? It's hard to imagine leaving 50 video messages each day. Then again, I do imagine the engagement factor would be incredible. Tell me more about how it works...
In terms of how long I run a dynamic creative campaign, it really does depend.
On the one hand, FB's algorithm needs 3 - 5 days to really do it's thing.
On the other hand, sometimes things just go so badly it's silly to just waste your money when you are fairly confident that something is off.
So it's a bit of a balancing act of giving the algorithm time, and also using common sense to protect your budget.
An ideal test runs for 3 - 5 days and gets me 100 subscribers (or clicks if that is the metric).
I like to see 70 - 100 actions before I feel confident that the data is close to accurate. But I also want the algorithm to have time to learn, so I wouldn't just kill it if I got 100 subs in one day.
That all 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.
10:37 am
October 28, 2015
OfflineYeah, it's a bit of work, but still, not that crazy. I basically press a button on my phone and record a short message (40-50 seconds usually) to thank people and tell them I'll be in touch, and press send. It takes about as long as it takes to record the message. So yeah, if I get 50 people (not getting close to that right now) it would probably take about an hour, all in all. I think I'm willing to spend that time to engage people.
It all makes sense. I'm a bit concerned about the way my ads are performing at the moment. I'm not seeing great numbers (not that I was necessarily banking on that). I'm paying about $3 per conversion right now (a little less on Nick Cave, almost 4 on Tom Waits) and not getting a whole lot of them, really. So far this campaign has gotten me 36 subscribers over a little less than 3 days.
I don't know if this is way too little, or something that I should just give a bit more time. Getting to 100 sounds like it could be a bit costly (although hopefully I'll see a few sales over the next couple of days - the first subscribers should start hitting the LTO tonight). I don't mind losing a little money on this, since I'm just trying to figure out what works, but maybe you can tell me what you think.
I have a daily budget of $20 on each ad set, btw.
11:13 am
October 28, 2015
OfflineBy the way, I've sent out about 15 Bonjoros over the past 24 hours or so, and these are some stats from the Bonjoro dashboard:
2:27 pm
June 7, 2011
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Yeah, it does sound pretty cool. I may need to play around with it.
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.
10:25 pm
October 28, 2015
OfflineI'm having a lot of fun with it. I just sent out about 8 Bonjoros to people who signed up while I was sleeping. I love acting silly in front of a camera, so this is a lot of fun for me. Probably not for everybody, but I love it.
If you want, you can sign up through my referral link... Just saying. 😉
10:27 pm
October 28, 2015
OfflineBTW - you may have missed my question up there. I was wondering about my numbers a bit. The price per conversion did go down a bit during the night, so both are just below $3 now. Still a bit hefty. No sales yet.
Also, my open rates are on the lower side right now, but again, the sample size is very small.
12:32 pm
June 7, 2011
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Hey,
I just signed up through your link. Having some issues with it right out of the gate. System not working with my phone and email integration not working like it should. I'm sure I can get it resolved though.
Unlike you, I hate being on camera. So I'm not sure if I will take to it or not. That said, I do need to embrace more video so this might be an easy way to get more comfortable with it.
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.
12:34 pm
June 7, 2011
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PS - Sorry, I did miss your other question and almost missed it again.
$3 per sub for a brand new campaign is not terrible. I often start off around there and then see those prices drop to between $1 - $2 after 3 or 4 days, once the algorithm has learned what to look for. There really does seem to be a point in many campaigns where the algorithm finally clicks and performance increases dramatically.
I don't think I saw what your open rates were.
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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