Hey Mark,

While nothing looks particularly bad, I can spot a few areas that perhaps could be improved.

For starters, I personally think your main text (which is the most impactful part of an ad) is weaker than the link description. The line "Tijuana Bullfight captures the loud, fast, free sunburnt spirit of California Grunge Punk” does a better job at communicating the experience that your music will ultimately offer. Right now the focus is on cracking open a beer, which to me has far less impact. 

Another possible problem is that you relate your descriptive terms to "California Grunge Punk". I get what you're going for but as that is not really an established genre it may not be connecting with your target audience, many of whom may just not click with the term.

For example if you ran an ad that said "Tijuana Bullfight captures the loud, fast, free sunburnt spirit of bands like the Foo Fighters and Weezer” and then target those bands, that might connect better. 

You might also explore different angles with the images. They are all quite similar. 

Looking at your stats you have a relevancy score of 7 (which is getting a bit low) and your CTRs are under 2% which is also low. You might dig through your stats to see what segment of your audience is performing best and whittle things down a bit. 

Your cost per click is not as low as it could be, but it suggests you should be able to get conversions for something clsoer to $2 - $3. Still high, but better than where you are. That suggests you have a disconnect between the why people are clicking and what they are seeing when they get there.

I would start by really trying to get in the head space of the people that are clicking on your link and present them with ad copy that is likely to keep them reading and ultimately lead to that conversion.

Hope that helps a bit.

Sounds good Mark. Best of luck.

To echo what Steve asked, typically pages without samples will do better. But not always.

If you are concerned about Nirvana being too broad you could always target fans of Bleach or Nevermind. There should should be some related interest that is not quite as broad. 

My feeling about your headline is that you are leading with the less exciting part of what you are doing, similar to the original ads. Usually the goal of the squeeze page headline is to restate the bold claim or promise in your ad. By switching it up and mentioning other bands you sort of lose that and possibly trigger new resistance from people who do not yet believe that you can fill the shoes of some of these legendary bands. Know what I mean?

If you felt the need to mention those bands you might do better with something along the lines of "TIJUANA BULLFIGHT – captures the loud, fast, free sunburnt spirit of California Grunge Punk. A Must-Have for any fan of Nirvana, Foo Fighters, or The Used." In other words, lead with your strengths and use familiarity to support your claim, rather than the other way around. Just my two cents.

Hey Mark, 

Time of year does have an impact. But it shouldn't be a black and white impact. More of a 10% better or worse kind of thing.  The day of the week can also impact things. 

What seems to happen with a new ad is that Facebook's algorithm determines whether or not it's doing well fairly quickly and then it becomes difficult to dig yourself out of an under performing ad. So my best guess at why one thing works well at one point and not so well later on is that you started off strong with your first ad, and got unlucky and started off weak with the second, nearly identical ad. That said, it still could have just been a result of whatever small tweaks you made.

I see this all the time. I run an ad, it does well. I run a similar ad it tanks. I pause it, run the exact same ad a few days later and it works. This happens more often when I have run an ad for a while and my audience is already aware of my brand due to repeat exposure. It can be a bit finicky.