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12:06 am
October 27, 2011
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QuoteHey everybody!
So I've been having some issues with Facebook advertising lately, and I was wondering if anybody could help me out. Before I get into the problem, let me explain what I was doing five months ago, which was working phenomenally for me.
I set up an ad campaign to generate awareness/interest for my band. In the process of running this ad, we collected of thousands of email addresses, facebook likes, and downloads on our bandcamp.com music page. Here's some of the details of the actual campaign:
- It was set up as a "campaign for likes" in the ads manager.
- The ad copy used the sound-alike strategy (? I think that's what it was called) John recommended, which resulted in a click-through rate between 0.1% and 0.2%, and an average cost-per-click of $0.07.
- The ad was sending people to a custom facebook tab where they could download our album in exchange for their email address.
I ran this ad for about 2-3 months, and it got me over 2000 email addresses, downloads, and facebook likes. I then took a break from running it for 3 months, and when I tried to start it back up again recently, I was getting very poor results in comparison. The click-through was about the same (between 0.1% and 0.2%), but Facebook was just not showing my ad as much as it had been before.
I tried a bunch of things to try and revitalize the ad, but to no avail. Here's a list of things I tried already:
- Changed the ad copy.
- Changed the ad image.
- Made sure the campaign budget was large enough.
- Made sure I wasn't hitting my daily spend limit.
- Tried targeting another Facebook page, which was just as highly targeted to our ideal fan.
- Tried setting the bid price way higher, to try and get Facebook to show the ad more.
- Made sure the "account spend" limit had not been reached in the Billing section of the ads manager.
- Tried changing ad placement
- Before, I was only running it on the right hand side. I tried running it in the newsfeed, as well as mobile devices instead, with no better results.
- Tried recreating the original ad in a new campaign
- Tried use the Power Editor
I'm starting to wonder if something with Facebook has changed since May when I stopped running the ad originally, or if maybe the excellent results I was getting before were a fluke!
Do you guys have any thoughts as to what the problem may be? And do you have any ideas of things I could try to get things running like the were before?
If you need any more information, I'd be happy to provide it!
Thanks guys, I really appreciate it! 
11:45 pm
June 7, 2011
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Hey Ryan,
First - glad to hear that you have been able to implement this stuff to the degree where you have built your fan base into the thousands. That's truly excellent.
Facebook ads definitely involve a dance. The only significant change that I know of recently is the fact that they have introduced the newsfeed ad. Not positive why that would cause your other ad to drop off though. It could be that they have changed the way targeting works so now you have new competition stepping on your demographic (even if their targeting options are different - due to cross over).
have you tried creating a new campaign with the exact same ad and targeting? I have had to do that to resurrect an ad before.
It sounds like you are saying that you are getting a good CTR, just not enough impressions.
First thing I would do though is create a duplicate ad in the same campaign but raise the bid price up a good bit. IE, if they are saying the suggested big is .20 then come in at .41 cents or something. wait for some cliciks to come in and establish the good CTR and then start dropping the bid slowly (.10 cents at a time or so) until the ad impressions slow or you get the price you want.
If that doesn't work, create a duplicate ad in a new campaign. I would also try adding the newsfeed option. It just requires a slightly bigger image.
Let me know if any of that helps.
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.
2:44 am
October 27, 2011
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Hey John,
Thanks for the info! We tried the duplicate ad in the same campaign and raised the bid price but it didn't do much. We then created a new campaign with 9 ads using various permutations of our available images, headlines, and copies. We let that run for a day to see which ads were the best performers. We picked the top 3 performers and let them run for another day to determine the top performer. As of now, our top performing ad has been running for a day. We're getting a good CTR and the reach is certainly better than the previous campaign but it's still nowhere near what it was a few months back. Currently, the CPC is down to $0.08. If I remember correctly the old ad that performed really well took off after the CPC dropped below $0.10. I'm not sure if the two are related but I'm curious to see how this ad does over the next week.
6:58 pm
June 7, 2011
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Cool. .08 per click is still VERY good. How is your conversion rate? Keep us posted on how the campaign does.
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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