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QuoteHi John,
I'm in Day 3 of testing a new target audience using the Dynamic Creative campaign function to test 5 different assets and I feel like I should have enough data now to formulate the winning advert for this audience and launch a new campaign. But to be honest, I'm struggling with how to truly assess the winning metrics in some situations.. so if it's okay with you I'd like to share my review process with you and get your feedback please. Here are the details below.. cheers :~)
1) Testing Images x 3
I'm thinking Image #2 is the clear winner here with the highest Results (17 vs 9 & 8) & a CTR (5.14%).. however it wasn't the cheapest Cost Per Result.. Image #3 had the cheapest CPR ($2.40) but it also had the least Results (8) & also recieved the least reach/impressions.. so I'm thinking Image #2 is the one to run with. How's my analysis going on this one?
2) Testing Text Copy x 2
Text Copy #1 is showing twice as much Result (22 vs 12) but the CPR ($3.31) is much higher than Text #2 ($2.46) which is almost $1 cheaper.. #1 was given almost twice the reach/Impressions as #2 so in this case it's hard to do a true comparison.. the CTR is also higher on #2 (5.46%) in comparison to #1 (4.86%).. so how would you make the call on the winner in this scenario? .. Be gr8 to hear your thoughts on this one.
3) Testing Headline x 2
My thinking on this one is that Headline #2 with higher Results (19 vs 15) and cheapest CPR ($2.64 vs $3,47) would be the clear winner here even though it has a slightly lower CTR.. is that a fair assessment of this one?
4) Testing Description x 3
If I were to choose the cheapest CPR here it would be #3 ($2.15) .. however #2 had higher results (15 vs 12) and also has a slightly higher CTR (4.93% vs 4.63%).. I feel challenged on the winner here.. how would you assess this one?
5) Testing Call To Action x 2
Here option #1 is the winner with Results (24 vs 10).. BUT option #2 has a cheaper CPR ($2.42 vs $3.26) and a higher CTR (5.99% vs 4.51%) .. so once again, how do you make the judgement call in a situation like this?
4:51 am
June 7, 2011
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This is a bit overwhelming in terms of how much information there is in a single post. If it all possible, try to break single questions into single posts. It helps me and it helps others find answers.
But you're right, it's a balancing act between cheapest clicks, CTR, and reach. FB will favor the element that is doing best, but because of increased reach you will sometimes see the favored element eventually become more expensive. But you can be pretty sure the other elements would eventually catch up and become even more expensive if given the same reach. But I apply some gut feeling as well.
For the image I would probably go with #2.
For headlines, this is a tough one. I would probably go with headline #3 because the CTR is so good.
For description I would go with #3.
For call to action I would go with #3
For the final image (which I think was call to action as well, I would also go with #3.
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.
Hi John, my apologies for the information overload.. I will chunk it down into separate bites on future posts. Some of your responses don't quite line up with the images I posted so they may have confused you somehow.. I get the idea though. Thanks none-the-less.
11:40 pm
June 7, 2011
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Ah, I see what I did. The way the post formatted there were section headings to the right of the image. Because I was popping back up to re-read each bit, I missed that there was a section heading above the first image. Basically my responses were in rehards to the images, going from the top down. Disregard what I called them.
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.
Hi John, thought I'd jump again with this cool update..
After testing three different target audiences using Dynamic Creative.. I went live with my first campaign where I've combined all the best performing assets targeting the winning audience and after only 8 hours I woke up with 23 new subscribers and my highest squeeze page conversion ever so far (41%) with a cost per conversion of $1.03.. pretty blown away by these results!
I know that these stats won't hold up for very long.. but what a gr8 start!
Thanks for all your guidance and insights helping me through all this.. is great to be in the thick of it.. cheers :~)
1:43 am
June 7, 2011
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Fantastic man! I never get tired of hearing about these kind of stats. You've been putting in the work so it's all on you. Well done.
The stats may or may not hold, but there is no reason they can't.
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.
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