Kat Parsons said:

Ok, shoot.  I'm working at about a 20% conversion on my squeeze page.  Not sure what I'm missing. 

Do you have any idea what a reasonable ppc $ amount should be for FB?  Right now, I am paying a little less than $1/ click and those aren't all converting.  If there's a sample ad to point to, that would be awesome so I can emulate their success!

Hey Kat, I realize this was to Steve but thought I'd pipe in. 20% can definitely be improved but it's not terrible. Double it though and you have in effect cut your ad costs in half. The best way to improve conversions is to get REALLY targeted with your interest and demographic (if in facebook), and then line up your copy on your squeeze page to speak directly to those people.

$1 is way too much. I am running an add right now on a film making related project and am paying .45 per click (and that is much more competitive than music). If memory serves I was paying around .20 as well when I bid on bob dylan related terms not long ago. Your click through rate is the big obvious problem. It would not be unreasonable to bump that by 1000%. You will cut your costs dramatically that way. changing the picture is the first place to start. ad headline being next. Your ad targeting is going to be the next big factor. You want to get as specific as possible and I would go with "precise interest" instead of "topic".

Just to give you an example of how much targeting can matter... I ran an ad for this film making project and bid on "film making" as my interest. Funny enough, it was too broad. It wasn't until I drilled down to film making schools that I was able to make the ad work.

I have also found that if you go too young, people don't buy. This may not always hold true for music, but I typically start my age range at 26.

Kat Parsons said:

Hey Steve,

 

Thanks so much for your response.  These numbers are so helpful.  Congrats on your 40% converstion!  That's awesome!

 

Ok, shoot.  I'm working at about a 20% conversion on my squeeze page.  Not sure what I'm missing. 

 

Haha, thanks.  I'm still trying to improve it.

Congrats on your 20%!  I didn't mean that anything less than 25% is bad.  To be honest, you must not be missing much with your 20%.

It could very well be a simple word or two on your squeeze page that makes the difference between 20% and 40%

At which point, like John said, you would have doubled your subscribers on the same price you were already spending anyway.  But like John also said, it sounds like you may be paying too much per click.  That ties back into what I mentioned about having to tighten your targeting.

If you start to look for which keywords/interest might be bringing in too broad of an interest group, you may be able hone in on the ones who are clicking the most.  That will lower your costs, but it may also simultaneously improve your squeeze page conversion rate, without you changing it at all.

Good stuff!

Kat Parsons said:

ok, thanks so much john.  i'm surprised my pic isn't working better- but it sounds like i might need to target better.  will work on this....thank you!

No problem Kat, if you don't want to share the specifics here, feel free to email me the target interests/demographics/headline and pic and I can likely spot the problem.