Hey Ali,

Looking at the first screenshot, it looks like your relevance score is a bit low. 6 or 7 is not terrible, but I usually see 9 or 10 in the beginning of a successful ad, and then it eventually settles around 8 or 9. That basically means that the engagement is lower than it should be. That typically means higher costs per click and ultimately more money per conversion. The good news is that your squeeze page is converting. What is the conversion rate according to Aweber?

That's not bad actually. $1.30 isn't too out of range. A relevancy score of 8 is good but a 9 is not hat hard to get. That should bring the cost per click down. And that conversion rate can be improved with a few tweaks, which will bring the cost per subscriber down. Hopefully a few tweaks will bring you under $1. Seems pretty feasible. 

I think you can do more with the ad copy to put more emphasis on the experience your music offers. Right now the emphasis is on the free download. It's likely the strength of your image that is currently carrying the ad.

See what you can come up with and let us know.

And make sure you have notifications on in your profile so you get the replies 🙂

Sounds good. How many subscribers do you have? Doing a little math before spending too much is a good idea, but you need to make sure you have enough subscribers to achieve some level of statistical significance.

When you say that you are at email three, do you mean of the LTO, or of the series? 139 FB subs is not a lot, but you should definitely see at least a sale or two by the end of the LTO, and even that would be low. If you're not then something needs to be looked at with those emails. 

As for the copy, it still feels flat to me. "Rocking out" just feels a little stale, if you don't mind me being blunt... I do think that "classic 70's rock feel" communicates something that I can lock into.

Just spit-balling here, but what about something like...

Remember Authentic Rock N' Roll?

Miss the classic 70's rock feel from bands like Heart and (name another artist)? Click to download Ali Handle's latest single...

I'm not saying the above is all that great, but I think it pulls people in more. The goal is to tap into something that your audience is already thinking/feeling and then give them a next step.

Hey Ali,

With the new ad, did you just create a new ad set, or did you create a new campaign from scratch? It's important to create a new campaign from scratch. That resets Facebook's algorithm and gets your ad in front of first tier traffic (those most likely to respond) as apposed to just creating a new ad set in an active campaign, which will likely just send your ad to the same downward trending segment of your audience that you were serving with the previous ad.

The new ad looks good, but it really comes down to numbers more than my opinion. But yes, I personally like it much more than the original.

Your LTO looks ok. Perhaps the offer is a bit less clear than a simple two for the price of one would be, but I would expect it to still convert. 

What are your open rates like on the follow ups in Aweber?

In a nutshell, yes. Facebook uses an algorithm that distributes your ad to the people most likely to engage withing your price range. As you run out of people to show your ad to that match the ideal profile, Facebook starts to distribute the ad to a broader pool of people. Usually this is when you see your prices go up, while still converting. Your ad may also be negatively impacted as it's performance goes down, and that negative "quality score" is likely to impact it's ability to be served up to the ideal audience once that happens. Or at least this is the belief among most advertisers. Facebook does not actually tell us what they do, we just form opinions based on experiences. 

So by just editing your ad you are still going to experience to the same downward trajectory you were experiencing because Facebook's algorithm has already decided how your adset/campaign is performing. Sow whenever an ad starts to decline. Just start a new campaign, even if you use the same target audience and creative. Usually you will see fresh life breathed into that ad.

Yeah, those open rates are fairly low. I've seen worse. But they should be better. The first email open rate should be much better. I would make people open that email rather than sending direct to a download page (even if you send them to a download page from the welcome email). You want to train these people to open your emails from the get go. 

Looking at your numbers it looks like you have only had 40 people or so open your first LTO email. While I would have still expected a sale, that is technically not enough to have established any statistical significance. But it's not a good indicator.

It's hard to diagnose when I am only getting little glimpses at the big picture, but usually when you are converting leads well but not sales, the problem is in your follow up series. If I would to guess I would say you may need to introduce more life into the email series. Based on the headlines I'm guessing you are sticking pretty close to my templates. That's completely fine, and I've seen people do well by more or less copy and pasting, often they can fall flat because my voice and style doesn't mesh with you and your audience. Just a thought.

Yeah, Sundays are my worst days for conversions/sales. I typically try to avoid starting ads on slow days. Not sure if that will really effect anything or not though. I just like  to start off strong with any potential quality score FB might assign to a new ad.

That's great that your relevancy score is up. That's a good sign.

In terms of your budget... If you are using optimized bidding (where you ask FB to give you as many conversions as possible based on your budget) $5 might be a tad small. FB has told me that their algorithm partially re-sets each day. And with less than 5 conversions per day, their algorithm doesn't have enough data to do what it needs to do. So unless you are already bringing in 5 conversions a day, you may want to up that a bit. Or you could switch to clicks and just measure your conversions to see how the ads do. Both ways can be effective. But you would want to start a new campaign if you were going to create the new ad type. Don't just edit what you have.