I definitely like the image. 

I'm surprised that your CPC is that high for an ad with a relevancy score of 10. I am just guessing here, but I wonder if what is happening is that your existing audience is getting lumped in there and they are liking the ad, but not actually clicking because they have seen it. You could try excluding people that like your page just to filter those people out. It might make your relevance score go down but it would possibly keep your costs down.

I would probably try switching to a traffic based campaign without making any other changes (except maybe excluding your existing audience) first. Then I would start tweaking individual elements. But not all at once.

Hey Brian,

I'm a little lost as to which is B1 or B2, etc. The ads appear to be identical aside from the headline, but it's the main text that tends to have the best results.

I have a couple of detached thoughts...

I like the picture, I'm not sure I love the whole incense thing personally. But it may just be that I am not your target audience. One thing I have noticed is that (unless I am forgetting) you have stuck pretty closely to my example headline in MMM for many years. You sort of just change the food/drink/smoke item and the main keyword. I'm wondering if maybe you could do more to infuse yourself and the ultimate quality of your music and brand. Just thinking out loud.

I am totally just spitballing here but I just sort of asked myself, how would I describe Brian to a friend, and what came was something like "Brian Rogers is a Nouveau Beatnik Bassist/Songwriter who has fused the eccentric Bass style of players like Les Claypool with the smooth, laidback sound of artist like Jack Johnson and Tracy Chapmen."

Not saying that is perfect, but I think that makes me get a sense of what you sound like, without actually saying, If you like x, then you'll like z, and without putting the emphasis on the ambiance. I wanted to add something about your scatty vocal approach, but I thought it became too busy for a headline. I tried to solve it by adding Nouveau Beatnik, as it implies poetry and spoken word and has some romantic imager surrounding it.

But to answer your actual question 🙂

I almost never edit or add to a campaign that isn't working as well as I want it to. I scarp it and start again.

And if your squeeze page is working but your ads have low relevance scores even though it is identical to the squeeze page copy, my thinking would be that the targeting is off, at least fro this particular ad.

I might be wrong but my feeling would be to remove people who like bass from your audience. I think you throw musicians back into the audience in a big way and that might hurt your results as they see themselves as peers rather than fans. I would tread carefully with narrowing things down and definitely start without narrowing the audience just to see if it;s even close. Then you can combine two audiences that are close (by narrowing) with more confidence. Which you may be doing here.

Hope that helps.

I would start by targeting each of the artists in the headline, being sure to create a unique ad set for each targeting option.

Good to see you back in the forum.