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QuoteHi John,
Would love your feedback on this campaign..
So far I've been running it on this target group in the US for 15 consecutive days.. and I think it's my most successful so far in terms of overall consistency.. as will see by the screenshot below, overall it's sitting at $0.99 cents per conversion... and on day 9 it got down to $0.66 per conversion which is pretty cool.. the last few days have been creeping up so I will continue to keep an eye on it from here..
I guess one of the questions is .. if a campaign is working well, does increasing the budget run the risk of effecting the results negatively?
Appreciate any feedback you may care to offer that can contribute toward maximising the ongoing success of this campaign... with thx :~)
12:41 am
June 7, 2011
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That's very cool man! .99 cents per sub is fantastic. .66 cents is insane. It doesn't get much better than that.
Every time you change the budget it causes the algorithm to start recalculating, so it does run the risk of affecting things. I would make sure you have given it enough time to establish a solid performance base (at least 5 days) and then start raising the budget slowly. Normally I would try and raise it by only 10% each time. But if your budget is really small, that might just be annoying to go up in such small increments. I just did something similar with a campaign where I was spending $50/day. I went up $5/day for the first three increments (one raise every few days) and then started jumping up by $10.
But try not to go above $1/day for every 10,000 people in your audience, if you hope to sustain for any length of time.
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Yes I heard you speak about raising the budget in smaller increments.. thx for articulating it again in this way.. makes a lot of good sense.. cheers :~)
2:35 am
June 7, 2011
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\m/
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, as a follow-on from my first post.. my campaign is still running & doing well.. it's been going for 24 consecutive days and the average overall CPC is sitting at .98 which I'm very pleased about. (this doesn't include organic subs through post share etc).
So the front end is working well.. but not so well on the back end of the funnel with regard to sales conversion which is extremely low (less than 1% at this stage). So the rest of the funnel is very much a big work-in-progress which I'm working my way through with incremental changes to test such as refining copy in email followups.. extending the funnel length with additional emails that provide a greater opportunity to engage before the sales emails kick in and so on..
Even though my FB Campaign is going well, I may need to pause it for a while for budget reasons.. and focus on re-targeting and other parts of the funnel..
First question is.. if I temporarily pause my FB campaign, should I set it up as a new ad set when I'm ready to kick it back in or do I just un-pause the existing ad set? I certainly don't want to upset the CPC I've been getting..
Also, in regards to unsubscribes, I've found that my average is about 3% (undeliverable) & 5% (unsubs) .. who do those stats like from your perspective?
Thx again for your time & energy.. :~)
11:00 pm
June 7, 2011
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Hey Dino,
While 1% isn't what we want to see obviously, at least you can see that the fundamentals are working. We just need to increase that conversion rate on sales. I would also be sure to only take FB conversion stats with a grain of salt and look at your actual sales. I have many campaigns that FB says are a loss but based on the income coming in they are actually profitable. It's hard to track whether or not this is because of the organic reach or simply old subscribers that bought outside of the tracking window, but it's something to be mindful of.
Question... is the music you are selling available on streaming or itunes, etc? I don't recall.
hen you are ready to turn it on, just turn it on. It will reset a lot of the algorithm. Sometimes I find this brings in even cheaper subs. Sometimes they are more expensive. If it flops you just recreate the campaign and start from scratch.
the 3% undelivered sounds a bit high. The 5% unsubscribe sounds normal. Also keep in mind that (depending on how you have set things up) your sales will also be counted as unscubscribes if they are being unsubcribed from the general list when added to the customer list.
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.
Appreciate the feedback on pausing/reactivating a working campaign.
On the other point, yes the music I am selling in the funnel is also available via the usual streaming platforms & online stores which I'm sure doesn't help the cause..
Not sure what else I can say about the 3% undeliverable emails.. it does seem very high to me also.. anything else to consider on this?
On a side note.. any idea when you will make that video available re changing your site to a HTTPS? Cheers.. :~)
In addition to my previous response it's worth adding that my FB funnel support sales ads just aren't getting any exposure.. I've implemented as per your MMM training setup ( the 4 support ads).. the first 2 that supporting the blog posts are getting exposure.. but not the last 2 ads that support the actual LTO for the sale.. so it feels like I'm losing that crucial visibility at that end of the funnel..
Hey Dino,
I'm starting to see a LOT of people who are doing well with their funnels but not seeing as many sales as they should be if their music is on Spotify. I feel like this last year has really led to a shift in which people think to check spotify before buying music. Do you have anything that you can sell that is not available on spotify? As a test of sorts? To run a three day sale to it, just to see if your list is buying or not?
I'd be curious if you see a bump in streaming whenever reporting comes in.
It may be becoming a situation in which you just can't generate a solid enough conversion rate if the music is out there for free. This is something I've warned against for a while, but I never saw it as being a campaign killer. This week alone I've looked into a few campaigns where the numbers all look good, and streaming goes up, but the sales flat line.
That said, it could also be an issue in the campaign. I think a three day sale of something not available elsewhere might be a good idea, just to test the list.
In terms of the emails not being delivered, I would call Aweber and see what they say.
Re: https, sorry for the delay, this Copywriting workshop has me behind, but lessons go out on Tuesday and I should be back on track shortly after. I hope to have it out this week.
Re: Funnel support ads... I hear you. My best guess is that the audience is just too small or they did poorly initially and FB has stopped delivering. Did you try creating a new ad that bid on frequency rather than clicks?
If so, you could always table the support ads until your budget goes up, and replace that campaign with a general retargeting campaign that goes straight to your sales page.
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,
I don't have any other music product currently available that's not on the streaming that I could test for the 3-day sale... although I do have a hard-copy CD which is only available through one 3rd-party online store at the moment.. but creating a sale with a physical product sale via the MMM system may require some back end changes which I'm not overly clear & confident on.. is there any training you can direct me towards or guidance you can offer to implement that effectively?
As a side note, I did check my streaming stats and there has been very little change in that area.
Re email "undeliverables", I've just sent AWeber a message about that to see what they think of the stats I'm getting and any feedback they can offer.
Below is a screenshot of my current campaign so you can see the flow of emails and associated open rates.. would certainly appreciate your feedback on this..
To put the above (screenshots) into better perspective, this campaign list represents:
- 1,628 Subscribers who have come into the MMM funnel.
- 139 of those (8.53%) either had undeliverable emails, unsubscribed or were shifted to a different email address.
- 1, 489 are currently subscribed (91.46%)
- 1,131 subs of those have completed the funnel
- 373 subs are currently in the midst of the funnel's vortex.
Hope that info helps.. thx again! :~)
PS - Gr8 to see you've got the training up for setting up a certified SSL site.. cheers for that :~)
1:40 am
June 7, 2011
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Hey Dino,
Ok, let's see...
That 50% on the first email is really low, and is concerning. You want to be up around 70 - 80% with a no confirmation required list. Even higher when confirmation is turned on. This makes me question the quality of the leads coming from this audience.
Your click through percentages are not bad all the way up until the LTO. Then they suddenly drop off into the almost non existent. So by the look of things, very few people are even making it to the offer.
The fact that you are down to 12% opens on the first email is concerning.
Not having read the actual emails my opinion is only worth so much, but my impression as I look at this is that there are some pretty big gaps between messages. Currently it takes 16 days before people are pitched. That is a lot of time to cool off. You also have more messages than I usually use (which is not in itself a terrible thing), but it might be a problem here.
I can now see why the funnel support ads are not making it to the LTO. People are just tuning out by then.
When I read the email subject lines I also don't get an overwintering sense of anything all that exciting. They read more like an artist who wants me to like his music than they do like messages from an artist who is engaged in something exciting and related to my pre-existing interests. But it's entirely possible your email body copy makes up for that.
While I don't have enough data to go on, If I was tasked with trying to fix this I would probably do the following.
1. I would turn the confirmation back on to try and insure a higher quality lead.
2. I would cut out 2 emails and tighten up the intervals to be something more like 1, 2, 3, 1, 1.
3. I'd take a look at the angles you are taking with your emails and work on the subject lines to become more of a "story".
4. I would make sure there is a clear call to action in each blog post and the free track delivery email so that people can click over to the sales page to hear more.
On top of that, I still believe that the fact that all of your music is on the streaming platforms is going to cut into things a bit as well. But lets worry about that when things are converting a bit better.
That said, if I'm doing my math correctly based on what you said, it sounds like about 10% of the people to actually land on the sales page are buying. at only .9% CTR on the initial LTO email, there is no reason that number can't get up to something more like 5% - 10%. If we can get there, you would be converting just fine. Easier said than done though.
I'm sure you'll have more questions but that's some initial feedback.
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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