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4:54 am
October 27, 2011
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QuoteHey,
This is fortuitous because I started the Sunspot Facebook ad campaign this morning, I went through the older Facebook advertising module yesterday and started testing at $5 a day.
I set up two campaigns, one for the right hand ads and one for the mobile and news feeds. Targeting US fans of Muse, The Killers, and Thirty Seconds to Mars and people who weren't already connected to Sunspot - around 4,400,000 people.
My right-hand side ad was approved and then unapproved (because it says beer in it and I was targeting ages 13-45, so I switched it to 21-45. My reach was 1991, I got 7 clicks (1 like and 5 website clicks, don't know where the other one came from) and I bid .42 and paid .36 on average. Click through was 0.284%
My feed ad reach was 2386, I got 9 clicks (all on mobile), 3 Likes (1 guy I knew), paid .28 on average. Click through was 0.376%
I sent them all to the squeeze page, http://www.sunspotuniverse.com - So there was some traffic for not a lot of money, but no conversions so far.
I'm planning on checking in every day, though, and I'll post results every couple days!
10:08 pm
June 7, 2011
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Hey Mike,
Sounds good. Your CTR on the right column ad is really solid and I'd bet your price will continue to drop if that holds. the CTR on the newsfeed ad is way to low. Something doesn't seem right there. You sure you don't accidentally have right column on in there as well? You should be seeing something more like 1 or 2%, at least. Not .3%. Odd that the same basic ad would do so much better in the right column. It's usually the reverse. 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.
9:44 pm
October 27, 2011
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Okay, here's what I think is happening on the news feed ads.
News feed on mobile devices
Reach 4,052 Impressons 4,294 Clicks 27 - Click through rate of .633% CPC = .32
News feed on desktop
Reach 94 Impressions 101 Clicks 0
So, over 4200 impressions on mobile and 100 on the desktop? So, it looks like that's where I'm getting creamed.
On the right column ads, my reach is 5776 with 25 clicks, click through rate of .32% CPC .36
Of those, clicks over 20 of them are mobile, the click through rate on mobile is 0.824% on the desktop is .071% and I'm paying .42 per click for mobile and .36 per click for desktop.
1 one conversion (email signup) from the 52 actions (there were 26 website clicks out of the 52 actions).
So next thing, I'm going to end the fucked up desktop news feed ad and make a new ad set on the campaign that's seeing more action and do desktop news feed ad in there and I'm going to turn off the mobile on that one because I'm getting mobile from the other one that's getting clicks. I'm going to go for 30 Seconds to Mars fans too, even in the title and see if that gets any different kinds of traction.
Let me know if you guy have any thoughts or if anyone else is doing one of these campaigns with any success!
7:29 pm
June 7, 2011
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Hey Mike,
I think I'm following everything you're saying...
My assumption is that even though you are paying a little less on newsfeed ads, they are engagements and not clicks to your website... correct? If so that obviously makes the right column ads much more effective.
My guess is that your desktop ads just got shut down because they didn't get any traction. At zero percent after 100 impressions FB probably just decided that it wasn't worth serving that ad anymore. You can run desktop and mobile in the same ad set without them competing against each other, because they are on different mediums. At least at the moment. So you don't need to necessarily create an all new ad set. But there is no harm in doing so.
But just so I understand, you got zero conversions? If that's the case then you need to look at your targeting and the squeeze page copy. That doesn't sound right at all.
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.
3:06 am
October 27, 2011
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Alright, so the new desktop feed only ad is getting 0.707% click through rate, so that's a little better.
3 conversions so far on the squeeze page (for some reason Facebook isn't counting it though.) 52 clicks so far on the Facebook ad. It's nice to see at least a couple people signing up though (mostly through the mobile signup page).
I definitely think we need to refresh the squeeze page sometime soon, though. http://www.sunspotuniverse.com
$10 per conversion so far, though. Yikes! The cost per click average is around .34 - .36 which I think is alright at least.
7:31 pm
June 7, 2011
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Hey Mike,
.7 is still a really low CTR for a Newsfeed ad. I seldom have anything below 2%. Because yo are having a bit of a problem here I would try switching to right column ads exclusively for a little while. Purely because there are less variables there and it makes it easier to figure out where the problem areas are. Plus, you were doing much better with right column, the last time you posted stats. I realize they were technically lower, but a decent CTR for right column is only .1%.
As you mentioned $10 per sub just won't work. So the likely causes right now are either your targeting or your squeeze page. Possibly both.
I notice you are using the MMM 2.0 squeeze page. That's a fine template, but the newer one you will find here in one of the older training modules (the white template) typically performs quite a bit better. It's a much more recent template. You might try switching over to that. I'd run some traffic to that using the same targeting, and if that doesn't get you where you need to be you could play with your headline a bit. If you're still not there you can play with your targeting. It's just a tweaking process unfortunately. Sometimes it's easy, sometimes it can take a lot of work to dial things in.
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.
10:04 pm
October 27, 2011
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Just moved over to the new template. Looks great.
I refreshed the image on our mobile squeeze page as well to see if seeing our faces versus seeing the album cover helps out. 46 out of those 50-some clicks so far are from the mobile news feed, so I moved everything to the mobile and the right for now. I'll try that for a couple days and then we'll see if more conversions start coming in. Otherwise, it's time to change some copy!
10:31 pm
June 7, 2011
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Cool. Make sure you are running your newsfeed ads in a different ad set than the right column. Otherwise you won't get any traction on the right column as the newsfeed ads almost always out perform them. Can't remember if we covered that.
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.
10:44 pm
October 27, 2011
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Okay, my right side click through rate went down to like .236, so I'm ending that campaign and trying some new copy.
I'm going to trying a new campaign now with three different pictures and a little different ad copy. I'm also only targeting the Killers audience for the next few days and that's 3.2 million people with US English as their language. Let's see if that improves the clicks. I bet on .50 a click I haven't had enough time with the new squeeze page to know about that, once I start getting the ads more tuned in, then I can start working on that. Right now, I just wanna improve getting people there!
11:15 pm
June 7, 2011
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Awesome. Sounds like a good approach. Just FYI though... .236% is pretty good for a right column ad. i feel that anything over .1 is solid for right column. It's the newsfeed ads that get a much better click through rate. I like to see at least 2% from those. I'd prefer 3 or 4%. So I'm not sure you needed to kill that ad yet unless the price was too high.
Also, try the Killers and see what happens but for some reason my feeling is that it's going to be too broad. If that doesn't work, see if you can't find something more specific. I feel like you have a pretty wide demo with a band like the Killers. Hopefully I'm wrong.
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.
9:16 pm
October 27, 2011
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Okay, so with the new ads, I did screw up this time and make both the desktop ads and the right column ads all in one ad set (I used the "Create Similar Ads" feature. (I did it on Thursday in a hurry and realized it too after I did it. I just shrugged it off for the weekend.)
Image 1 right side ad - 0.025% CTR .52 CPC 2 clicks
Image 2 right side ad - 0.069% CTR .37 CPC 13 clicks
Image 3 right side ad - 0.331% CTR .34 CPC 40 Clicks
So, for the right side ad - image 3 is the winner with .331%!
Image 1 desktop feed - 0.000% CTR
Image 2 desktop feed - 1.020% CTR .94 CPC 2 clicks (hardly serving)
Image 3 desktop feed - 0.000% CTR
I feel like since I put these in the ad set as the right hand side, it just killed them so I'm moving everything to right side ad below (image 3 which was having the most impact) and let's see if that doesn't help.
As far as the squeeze page goes, I've had 4 signups in the past 4 days bringing me to $5 a new signup, which is bringing the cost down from where we were last week which was $10 a signup.
I forgot to upgrade the new squeeze page with my Google Analytics code though, when I upgraded it on the 8th. D'oh! So, I'm doing that now so that I can get a better feel on squeeze page effectiveness.
Let me know if you guys have any ideas!
10:18 pm
June 7, 2011
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Cool. At least it's an improvement. Your CTR is good for the right column and as you can see the costs are getting reasonable. If your squeeze page converts at 33% you'll be bringing in subs for less that $1 which is in the zone.
Your newsfeed ads didn't get traction becasue they were in teh same ad set as the right column and 1% is not good for a newsfeed ad. .3 for right column is much better than 1% for newsfeed, so FB just sent all the traffic to the right column. I think you might do better with an image that looks more spontaneous, like you are actually sharing something vs, an ad. That approach tends to work better for Newsfeed.
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.
8:34 pm
October 27, 2011
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The right side ad I had running since Tuesday went down to .292% click-through, so I decided to mix it up and try a new newsfeed as well as right side ad (with a new pic) for the next few days. I moved on my targeting from The Killers to 30 Seconds to Mars, which gives me around 800,000 people to market to. For the new newsfeed ad, I'm trying website conversions (at 2.50 per conversion bid) instead of clicks to see what happens. I've included the new ads here in the attachments.
So far, I've spent $76 and have got 200 unique actions, around 150 website clicks (average price .34 per click according to Facebook), 8 conversions, no sales so far. Obviously 8 isn't enough to make a determination on the sales funnel. Except if I'm getting 150 people to the website and 8 conversions, then I need to work on the squeeze page - http://www.sunspotuniverse.com - any tips off the bat? I'll probably go in depth on the squeeze page doctor module again to try and wring some more effectiveness out of it.
I think my right side and mobile ads are doing okay (it's fun to try different pictures there and see what works), besides the squeeze pages I don't have a ton of questions on the ads as I keep learning the process, but I want to keep working on the squeeze page marketing because that seems to be the weak link in the chain right now.
1:00 am
June 7, 2011
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Hey, sorry, I'm not clear what you're asking. this appears to just be a quote of my post. Can you clarify the question? My assumption is that you ran into a temporary issue we had during an update to the site and were having trouble posting. But let me know.
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.
1:54 am
October 27, 2011
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Yeah, it was the temp issue. I edited the post above though to give an update to the campaign.
12:34 am
June 7, 2011
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Hey Mike,
You won't likely do well with conversion bids unless you already have a track record in the campaign of pulling in conversions around that price. At least not in my experience.
Things are definitly off as far as your stats and where you need to be. But it's hard for me to determine the problem because of the Newsfeed ads in the mix. A "click" on a Newsfeed ad is just an engagement. So it doesn't mean anyone ever actually clicked on your squeeze page. That is why I recommend people stick with right column ads when they are having problems. You also want to make sure you are keeping your right column and newsfeed ads in different ad sets so they don't compete against each other. And when you kill and ad to start a new one, it should be a brand new ad in a new ad set, with a freshly uploaded image so your old quality score doesn't carry over to the new ad and cause it to suffer right out of the gate.
What is your aweber subscriber rate when you look at the stats for the web form on this squeeze page? That is an important metric.
You might also read this thread. It was a great example of someone really turning things around by honing in on the ideal fan and crafting a squeeze page to appeal to those fans:
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.
9:29 pm
October 27, 2011
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Okay, conversions didn't do shit, I don't think it even displayed.
Back to right-side and mobile ads. Created a new ad set targeting 30 Seconds to Mars with the "If you like 30 Seconds to Mars, you'll love Sunspot" tagline and let's see how that works. I bid .86 a click (the high end of the range) and included 4 pictures, the one that worked the best previously and three new ones to try them out.
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I checked the Aweber stats for my lists and it looks like I'm doing 3.5% on my squeeze pages. Now, that's all time for the past two years that I've had it up and it's gone through many incarnations in that time. This latest page has only been up for two weeks. In all of April since I've started running paid ads, it's been 105 new unique visitors and 8 signups, which is 7.5%.
Since I put the updated page on April 8th, I've had 63 unique visitors and 7 signups, which is an 11.1% conversion rate. So, in the very least, the changes moved things in the right direction. I'm hoping that the really targeted advertising will help that.
All of my auto responders are getting north of 50% open rates, so I feel good about those right now and I've made several sales off them, it's just I need to get more people in the funnel!
Okay, as far as the copy goes, I'm planning on going through the case study thread you linked (I'd been peeking at it every once in awhile anyway, but I feel like it's always good to run through some exercises to help with targeting and writing things that are relevant to people!)
I'll let you know what happens next!
1:54 pm
October 27, 2011
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Checked on the campaign this morning and no ads ran yesterday at all (or indeed for the last 5 days).
So, I built a new campaign and ad set with the same details as above but I uploaded the pictures new. Let's see if that works.
1:10 am
June 7, 2011
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Yeah, that typically happens when your quality score starts to dip. You can often fix it by raising your bid price. But if the campaign was never successful to begin with then you are better off just starting over with a new campaign. If it's a situation where the ads were profitable and then the traffic slowed that usually means you've played out your audience. You can usually get the traffic coming in again by raising the bid price, but in my experience it's best to pause the ad set, create another one with different targeting, and then come back to the old ad set a few months down the line. That usually leads to more traffic because your CTR will go back up after the break.
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.
7:57 pm
October 27, 2011
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Okay, I upped the bid per click to .86 (the high end of what was suggested) last night and no avail. Still no reach whatsoever. This was a brand new campaign, ad set, and an ad.
Has that happened to you guys? Any thoughts?
I'm running an AudioKite report for our latest single as well (kinda like I did Radio Airplay with our last EP and that's where I got the 30 Seconds to Mars and Killers comparisons) to see if I can get some new targeting.
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