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9:26 pm
August 6, 2016
Offline
QuoteHey John,
I have been having a little success with my ads lately and have got them down to between $1.20 - $1.35 AUD in my lasts couple of campaigns. But on Sunday night i started a new one (after having a one week break where i ran no ads) with exactly the same targeting, add copy, headline.... everything, but i upped my budget to $50 AUD and for some reason it bombed.... i ran it for 2 days and it was continuously creeping up in price and i switched it off once it reached $7.80.
IN the other campaigns i ran that were relatively successful they went no higher than $2 before they levelled out at around day 3. But yeah was wondering if you have seen this before where the exact same ads can perform drastically different from campaign to campaign and if you know of any rhyme or reason as to why..?
Thanks
J
9:30 pm
August 6, 2016
OfflineP.S
everything in the ads performed well were the same i.e relevance score for successful ads were 8 and my click through's were 3.5%. and this was also the case in my new add that is under performing.
12:49 am
June 7, 2011
Offline
Hey Jordan, I went ahead and moved this to the traffic generation forum. Hope you don't mind.
Congrats on getting your price down within the optimized range. You worked really hard for that and I'm really impressed.
Yes, I've definitely seen that before. There seem to be two reasons why this can happen.
1. Bumping your budget too high. Facebook essentially targets an optimized segment of your audience based on performance. If you are targeting 50,000 people and spending $5/day then the algorithm is going to pinpoint the most ideally targeted segment of your audience. If you suddenly change the size of your budget to $50/day FB is forced to broaden the segment to accommodate your request for more traffic. As such, it can become watered down and will underperform. Essentially you have cast a wider net and it's not performing as well as the laser targeted net you were using before. How big was your jump?
Facebook has recommended a budget of $25 for every 500,000 people. That's probably good advice but I have personally done fine with a tighter ratio. That said, the bigger the gap between budget and audience the better. Keeping in mind that too big of an audience can also mean that it's too broad. You ultimately need to balance those two things and that is the challenge of scaling.
Normally it is recommended that you increase your budget slowly. At some point you will see the price fall off the cliff (as you just did) and you know you have increased your budget too much.
2. Another thing that I have seen happen is when you start an ad off on a bad day/time, or just get unlucky. The ad can start off so poorly as to effect the future potential of the ad as there is a relationship with past account/campaign performance and future price/performance.
Hope 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.
10:20 am
August 6, 2016
OfflineHey John,
Thanks for this, it all makes a lot of sense. SO what it was, was i firstly targeted:
UK, AU
45 - 60
Fleetwood Mac
Male & Female. The audience was 130,000 and i used a budget of $30aud and this gave me a result of rough $1.30
I then introduced the exact same targeting but added in the US, and upped the budget to $50. this upped my potential audience to about 700k And this gave me a result of $2.50. I then ran a report and seen that UK and AU were still producing lower prices. So i canned the add including America and then went back to the initial add that performed well and jacked up the price to 50 big ones and then this is when the add tanked. SO going on what i did and what you explained it does seem that your comments above make sense to my particular predicament.
I have dropped my price and started again tonight. Do you think increasing my only $20 would do what you suggested with an audience size of only 130k?
1:09 am
June 7, 2011
Offline
It could. It's not so much about how much money you increase things by as much as it is about crossing a line from the first tier of traffic into the second.
Another question emerges though...
Are you editing ads that are running? Making big changes to an ad, along the lines of changing targeting or creative, can completely screw it up in my opinion. Changing the budget won't necessarily, but trying to add the US and then take it out would, I would think.
Whenever I make big changes like that I start a new campaign or at least a new ad set.
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.
9:47 am
August 6, 2016
OfflineOh ok fair enough, so every time I do an add I create it from scratch, I never edit a campaign, ad set or creative once it is running/been ran. So for example by best add which was targeting fleetwood mac fans, 45-60 in AU,GB had a relevance score of 8 click-through rate of 3% and was getting me subs for $1.30 for roughly 4 days before it started creeping up and I turned it off. I then create a COMPLETELY new add from scratch roughly a week later with all of the same settings and targeting... is that enough time for facebook to find me more tier one traffic and refresh the audience so to speak? or is it once they have served it to what they consider tier one traffic within an audience that is it no matter how many times you ran that add to the same audience?
9:25 am
June 7, 2011
Offline
Hey Jordan,
I don't have a definitive answer about whether or not it's enough time for tier one traffic to get served up again. I think the reality is that there are a lot of variables going on there and it's hard to say. All you can do is run the ad and see what happens. If you try that a few times and it doesn't work then it might be time to give that audience a break,
I'm also not necessarily saying that you can never EVER edit a live ad and have it do well. You might get lucky. I just never do and was advised by FB to just start again whenever an ad gets into trouble because the past performance will have an affect on things, and usually we are altering an ad because it's not going well.
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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