Thanks John. Yeah maybe "Captures The Raw, Emotional Feelings of Mid 90's Alternative Rock with a Modern Production Sound" makes it sound less dated. 

John said: You don’t really need to start the ad over because you made changes to a squeeze page, because the quality of the traffic isn’t changing Just how well the squeeze page converts. However, if the ad is not doing well because it’s not converting well, then the algorithm may have already made it’s decisions and it may be hard to turn the ad around. Simple answer: Just make the changes to teh SP and don’t make the changes to the ad. But monitor your conversion rate in aweber rather than your conversion price. If the conversions go up but price doesn’t change, start a new campaign.

Just going back a few messages ago. So I made the change to "Dig up those Doc Martens, slice up those faded jeans and experience a singer-songwriter who captures the raw, emotional feeling of mid 90's alternative rock with a modern production sound" and that SP headline performed 45% more poorly than the boring old "Dig up those Doc Martens, slice up those faded jeans and experience a rock artist whose music has been described as having "convincing clarity" by the citizen". That stunned me a bit so after 24 hours, I changed it to "Dig up those Doc Martens, slice up those faded jeans, blow the dust from that old CD tray and rock out to this..." and that seemed to put things back to where they were before ie approx $2 a sub. Is it okay to test a new SP headline every 24 hours or so while the ads are running, just for split testing purposes? I watched the split testing video you sent but you use FTP client software which I don't use or understand so it didn't really help.

And then.. What would be the quickest way to get my site back to a white background without causing interruption to visitors and also without losing the content? If the first headline is the clear winner at a 23% conversion rate then maybe its just a matter of design.

EDIT: I should probably add that I attempted to get the background back to its original theme with the white background but there were a lot of grey areas, literally, that I couldn't get rid of. Also when I tried to change the color of text of one section it changed the color of the text of another section. I originally planned to have two sites, one with white background exclusively for sending facebook traffic to and another "designed" main site for blog traffic and site content. But you gave me some advice a while back to rather avoid doing this which I took. But that was after I had already completed everything. I think it was in RRF where I got the idea to take the two site approach, but I'm not sure. 

Not sure if you're having something similar happen today but something really weird is happening today with my ad. Ive already spent 25% of my daily budget ($5) and haven't even received one click to my landing page. All I did was change the title of my SP headline last night. My ad was at around a 5% CTR for the entire campaign until today. Any idea what may be happening here?

EDIT: Okay so I had a look at aweber and Ive gained 2 subscribers today so far so there must be something wrong with facebooks tracking today. Or maybe I clicked something by accident in the fb manager iphone app. 

Hey John

I have to stress daily patterns because I am switching up SP headlines on a 24-48 hour basis which means its costing me $20-$40 per headline test. If I waited 3 days per headline that would cost me $60 per headline test which I honestly cant afford. Over the past couple of days leads have been costing me $4 each (up from $2 per lead). I'm not sure whether its the change to the headline, the campaign petering out, or both that may be causing this. I was pretty certain that the most recent headline change would sort everything out because of the laser targeted approach. So Im surprised this new headline is still at $4 a lead. That headline is "Dig Up those doc martens, slice up those faded jeans and experience a rock artist whose latest single has been compared to Young The Giant" (My target interest here is YTG) This is still costing me $4 a lead. This headline has only been up for 13 hours but has since received around 30 visits. I know you say it needs at least 100 visits but at $4 a lead I just cant afford that.

Whereas my best performing headline so far which cost me $2 a lead over the first 4 days was "Dig Up those doc martens, slice up those faded jeans and experience a rock artist whose music has been described as having "convincing clarity""

MY CTR has dropped from the mid 5's to the high 4's. 

Here are the following stats from clicky, the fb ad manager and aweber: 

1st Headline -

Dig Up those doc martens, slice up those faded jeans and experience a rock artist whose music has been described as having "convincing clarity""

Leads - 31 ---- Amount spent - $65 ------ Visits - app 147(fb stats) - 175(clicky) ----- Cost per lead - $2.09

2nd Headline -

"Dig Up those doc martens, slice up those faded jeans and get ready to experience a singer-songwriter that captures the raw, emotional feelings of mid 90's alternative rock with a modern production sound

Leads - 6 ---- Amount spent - $20 ------- Visits - app 47 ------- Cost per lead - $3.33

3rd Headline 

"Dig Up those doc martens, slice up those faded jeans, blow the dust from that old CD tray and rock out to this

Leads - 25 --- Amount spent - $60 ------ Visits - app 145-160 ------ Cost per lead - $2.40

4th Headline 

Dig up those doc martens, wipe the dust from that old home stereo and insert two free singles from rock artist Jean Morrison into your life. After all, music soothes even the wildest beast"

Leads - 5 ---- Amount spent - $20 ----- Visits - app 47-58 --------- Cost per lead - $4

5th Headline  (currently running)

"Dig up those doc martens, slice up those faded jeans and experience a rock artist whose latest single has been compared to Young the Giant" 

Leads - 3(aweber stat) 4(clicky) 2(fb) (not sure who to believe?) ---- Amount spent - $10.50 -- Visits - 20-30 --- Cost per lead - $3.50?

Tracking is a nightmare because aweber go by EST and facebook by Pacific time so there may be a lot of discrepancies here. Also clicky's landing page views are always higher than facebooks. I also think FB may still be having tracking issues. Not really sure what to do next.

John said: I would stick with my original advice to focus on your ad text, and whatever the winning ad copy is, will make a good bases for your squeeze page headline. Then, once confident that you have something that works you can do longer term squeeze page tests. 

The winning ad text was "dig up those doc martens, slice up those faded jeans and listen to this..." Thats why Ive used that in all 5 squeeze page headline variations. Its what has come after that that I am testing. This campaign is not a DC campaign. Its a conversion campaign running one single ad using the winning elements from a previous traffic objective DC campaign. All Im doing now is testing the squeeze page headline while the campaign is running. What would be your advice from here? Should I go back and re-test the headlines that I didn't give enough time? Also, is it okay to lower the budget from $20 to $15 a day?

I feel like we are going in circles here. So you think for now a 25% conversion rate for my SP is fine and I should switch the ad off go back and run another round of DC further drilling my targeting, for example eliminating woman over 45 if they're costing too much? Bring more photos and ad text copy into the mix trying to beat the 5.5% CTR I was getting? Just a little unsure about the next step.

Please could you elaborate on this sentence? Its a little ambiguous."If you hit a point where prices just don’t go below a certain price after a good amount of testing (and I don’t think you’re there yet)"

Sorry just thought there may have been a misunderstanding when you brought up 'ad text copy' when I was testing SP copy. 

John said: Refresh my memory… why do you feel you need to make any changes to your squeeze page or ads at all at the moment? Again, those stats you just mentioned are good.

Prior to when I started testing the SP, that is, for the first 72 hours of the campaign, my SP was converting at an average of around 24% and a CTR of 5.34% but conversions were still costing me an average of $2 per lead. So this was the reason I felt the need to make changes to my SP headline. As you mentioned the goal was to get around a dollar per lead. This was also during the time when we were discussing the SP headline "Dig Up those Doc Martens, slice up those faded jeans and experience a rock artist whose music has been described as having "convincing clarity" by The Citizen" which we both weren't very fond of. That is the headline that was getting a 25% conversion rate. It was after these 72 hours that I then started testing different SP headlines, but things just got worse from there. Although I wasn't giving each new SP headline enough time to test (ie 50-150 landing page views - 1-2 days). I eventually switched the campaign off after black friday as leads were costing me $10 a piece and CTR had dropped to around 3%. 

I have also yet to test a white background squeeze page. These stats were all from a designed brown background. I still need to contact dreamhost to find out how to install the MMM theme on a separate subdomain. If you were me, what would be your next step from here?