That said, you probably should in case that screw up cause FB's algorithm to decide that your ad was under-performing.

Hey Ali,

It depends on if you are using the new pixel or the old pixel. Both are still available in your dashboard. The old pixel was one you placed on a specific page you want to track. The new pixel is a site wide pixel. But then you go in and create a conversion goal that tracks people who have only landed on a specific page. Either way you need to track the new page that people go to after signing up. I would track the initial thank you page rather than the download page because for whatever reason, not everyone will go to the download page.

I show you a version of using the new pixel in the latest lesson, but I show you how to use the pixel to create an audience. It;s different, but functionally the same.

Hey Ali,

Yes, if I understand everything right, you should be set.

I don't recall any way to edit it in an existing ad. It's possible the option is buried somewhere deep in the options, but if it is, I haven't come across it. Best to set up a new campaign/ad when trying something new anyway, so that you refresh FB's algorithm that is measuring the effectiveness of your ad.

It should only take you a few seconds to copy over an add though. Just open up the old one in another tab and copy your text over.

Hey Ali,

Glad to hear you are seeing a few more sales. I'm a bit lost with all the different screen shots. You mind just summarizing the basics? What are you paying per conversion (based on the number Aweber is giving you rather than FB?)

I don't pause my campaigns on Sunday's, and I'm not sure it's a good idea, as it may effect FB's algorithm negatively. But your campaigns ultimately need to do well enough to weather some bad days. And they won't always be Sundays.

20% is still a bit low, though not terrible. I calculate based on Aweber rather than FB because usually I see about 10% organic traffic on all my ads. That means conversions that you can't track on FB, but which is still because of FB. I just take my daily spend and divide by the number of subs. Usually there are more in Aweber than FB accounts for.

As you say, cost is still to high. But also not so far out of range as to not be workable, especially with a few tweaks. Bumping that conversion rate by just 5% would be a 20% increase, which would drop you down to 1.53 (if my math is correct). A few tweeks to your CTR and you should be there.

What is your CTR for the life of the ad? 

You need to customize your columns and add it, on the ad set level is probably best.

Look for the "columns: Performance" drop down in the lower right, and select customize columns. Then tick click through rate.

Ok, that's good to know. That's a pretty low CTR. Most campaigns that I have had that brought in affordable subscribers have had a CTR of 3% or more. Occasionally as low as mid 2s. So you need to work on that CTR. That could be the picture, it could be the copy, OR it could be targeting. It's hard to say at this stage. But the good news is that it;s easy to see how you can cut your costs in thirds (and bring in subs for less than $1) by bringing your CTR up to 3%, heck even just 2%. And that is VERY doable.

If you are confident that men are your better audience than you can target just men, but I wouldn't do that until you are sure that this is a real trend and not something specific to the image you are using. It could be that your copy or your targeting is off, but men are still subscribing purely because of some attraction to the image, which could be why conversions are lower than ideal so far. But I'm not saying that's happening. I would get more buyers in first to make sure that you don't have a scenario where you have a high male subscriber rate, but a disproportionate high female buyer rate. I have seen that before.

What is your target interest group again? Looking at the screen shots it looks like you don't have one and are just targeting by location.

I would definitely not combine the two in the same ad. That's never something you want to do unless the audience is so mall that the audience is sort of  Hail Mary audience.

Looking back over your ads I don't know that you are making the case that your music will appeal to Heart fans. I may be wrong as I didn't see a link to your squeeze page in the original post and I can't recall what the copy was like.

But this stuff, while occasionally challenging, can be broken down into some pretty straight forward principles.

First, you need to really put yourself in the shoes of your target fan. In this case a fan of Heart, and ask yourself what they will truly respond to. Not just what sounds appealing, but what makes that person go "Perfect, this is what I'm looking for".

If you are not getting a decent CTR (which you're not) then the problem is your targeting or your ad copy.

If you are getting clicks but no conversions then the problem is your targeting or your squeeze page copy. In this case you are doing ok. Could be better, but it's not bad. I'd tend to focus on the copy, except for the fact that your ad itself is not getting a good click through rate which makes me wonder about the targeting. Because you mentioned that you are only getting male subscribers, it makes me worry that the wrong people are clicking on your ad, and the actual Heart fans (which I assume are made up of a large percentage of women), are not responding. But I'm just guessing here.

If you are getting conversions but no sales then it's either your targeting or the email series. Usually it's the latter but not always. For example, if men are subscribing because they are responding to your image rather than being a fan of the type of music you make, they probably won't buy. From what I recall your conversion rate is around 1- 2% which is too low and my guess is likely a result of both needing some tweaking.

If it was me, I would step away from the focus on "classic rock" and really focus on the quality of your sound. I'd also try different targeting options (Zepplin doesn't feel right to me, despite them being an influence and maybe even having some similarities). If you are going to focus on your guitar playing skill, then it may be worth experimenting with adding a player on the page. That can hurt as much as it can help. But sometimes it takes hearing something to make that connection. Particularly when your claim is that you have a specific skill. But that's just a thought. It's not necessarily the right move.

You can make anything work. It's all about truly understanding the value that your music brings to others and presenting an offer that those who would be interested will respond to. There is a winning offer for every type of music. Remember that people are subscribing BEFORE they actually hear anything, for the most part. The music needs to connect to make the sale, but it doesn't really matter what the music is like in terms of getting the front end of the funnel to work. If you can do that, you can sell anything, assuming you have the right audience for the music you have made. So it's completely up to you in terms of what you want to push. I stand by the fact that you are leading a bit early with the new stuff, if you have nothing to sell right now. But it's up to.

I personally feel like there is a huge difference between an Ani Difranco fan and a Bonnie Raitt fan. This makes me think that you still may be viewing things through your own prism, rather than that of your potential fans. I think that is where the disconnect has been for you so far. At least that's my impression. From a marketing perspective it doesn't matter what kind of music you make. It's really just a matter of how your target audience interprets your music and personal vibe. That make sense?

Seeing things through someone else's eyes is very instinctual. It's kind of like how you can play a show and know from the first chord if an audience is digging it or not. I'm not sure I have any advice beyond researching your demographic in all the ways I show you in various IC lessons and continuing to market your music. Eventually you should have an instinct for what is going to work and why.

When I think "rock guitar chick" I don't think Heart or Sheryl Crow, or anything like that. I personally think of people like Orianthi, Lita Ford, and to a lesser extent, Bonnie Raitt. That's not to say that there aren't plenty of other women that aren't fantastic rock guitarists, it's that many of the fans of those artists identify with something other than their guitar skill. For example, Bonnie Raitt is a fantastic player, but the majority of her fans think of her pop hits more than her guitar skill.

There are a number of ways I could imagine marketing you. If you want to go the "rock guitar chick" route, which makes sense given that you have a book about guitar playing, and do genuinely have the skill, I think that makes sense. If you do that then I think you want to lead with that in your marketing. This goes back to your USP. If I was to be pushing a "rock guitar chick" I would be making claims in my headline that said things like "one of the best up and coming female guitar players in the world", showing pictures of the artist in a classic guitar slinger pose, use quotes that supported that, and then target someone like Orianthi. I would establish this USP in my blog posts, emails, images, etc. And I wouldn't be surprised if a player that previewed a track with an amazing solo really helped. 

But again, you can go a million different ways. It's all about asking yourself, who are these people, what do they like, and how can I present myself in a way that speaks to what I KNOW they are interested in. You want to create a situation where the logical conclusion is that they take the action you want them to take.