Hi Javyon,

Turning off the under performers was the right thing to do.

How many landing page views is Facebook telling you you have had? That is the stat I'd be looking for initially. Because the traffic aweber is tallying may be coming from all sorts of places.

Regardless, it sounds like this campaign is going terribly. Most decent squeeze pages convert at around 25% - 45%. What you are describing is in the order of 1.5% (excluding your relatives). If you got 200 clicks from your ads then something is terribly off. It could be your squeeze page, it could be your ad copy, it could be your target audience, it could be a combo of any of the above.

Looking at the squeeze page, it's my opinion that, while the page looks nice, the copy in the headline is fairly clunky, and does not do enough to create interest.

My first advice would be to go back to the USP lesson and really work on honing in on what is truly unique and interesting about what you do, and offer that in your headlines and ads. 

Hope that helps.

Javyon said
Thanks for your input John!

I let the campaign run through Sunday (5 days total), with ZERO additional signups after Friday.

It's safe to say that this is a major dud at this stage.

Facebook says I got 513 link clicks (not landing page views necessarily?). I'm not sure that they are counting only my squeeze page link or if they're adding in likes for the post or clicks on links to my facebook page, because...

From Facebook...

"Know the Difference Between "Clicks (all)" and "Link clicks"

Link clicks are the number of clicks on links to select destinations or experiences, on or off Facebook-owned properties. (ex: someone clicks Shop Now on your ad and goes to your website). Below are more examples of possible link clicks:

Clicks on an image or a call-to-action button within an ad that uses the traffic objective
Clicks on an URL link in the text description of an ad
Clicks on ad formats that take someone into a full-screen experience, such as lead forms, Canvas and collection
Clicks to websites and app stores directly from links in the ad on News Feed
The metric clicks (all) includes link clicks as well as clicks on other parts of your ad (ex: someone clicks on your Page's name). The following clicks may be measured under clicks all:

Link clicks
Post likes, comments or shares
Clicks to a Facebook Page or Instagram profile
Clicks to expand a photo or video to full screen

Since clicks (all) include link clicks, your reports may show more clicks than link clicks.

Dreamhost shows 303 views for those days (not 513).

I wouldn't pay attention to dreamhost stats. They often include bots. What I advise people to do is to reset the aweber stats before starting a campaign and going off of both those and the Facebook ad stats. They won't be exact, but between the two you can get a pretty good idea of what is happening.

My cheapest ad was costing $0.18 per click, (CHEAP) but only three signups?

Again, because this includes other types of clicks, it only means so much. You'd want to look at landing page views. If it;s anywhere near this then your stats on thsi campaign are pretty dismal. 

After five days, I've spend about $45/signup, and no sales. Something doesn't seem quite right.

Agreed.

It could be your squeeze page, it could be your ad copy, it could be your target audience, it could be a combo of any of the above.

Looking at the squeeze page, it’s my opinion that, while the page looks nice, the copy in the headline is fairly clunky, and does not do enough to create interest.

My first advice would be to go back to the USP lesson and really work on honing in on what is truly unique and interesting about what you do, and offer that in your headlines and ads. 

I hope I didn't set up the ads wrong, and I don't think that's that case. Should I have made the goal to get conversions rather than traffic?

Yes, whenever you can afford to spend at least $10 a day (per ad set) the goal should be conversions. I missed that this was traffic. That is likely going to be a huge factor. When using traffic you want to go for really niched out, precise audiences. But conversions is always a better option if you can afford to spend at least $10/day.

Even just using Dreamhost's number of 303 views, that's still a decent amount of traffic, so as you said, there must not be enough enticement to get people to sign up from the squeeze page. It seems hardly possible that so many clicks could glean so few signups if you expect a decent one to convert between 25% to 45%. Is it really that awful of a squeeze page? 🙂

I agree, the copy for my squeeze page has plenty of room for improvement, and I should probably dig deeper for a better USP. Personally, that seems like the hardest part of the whole program. Apparently I need to vastly improve my self-salesmanship? Some unbiased outside consultation would be awesome, because apparently I am an amateur at best in the realm of writing copy and marketing music. I'm pretty sure my music doesn't suck that bad.

Looks like the next steps for me will be to look for new audiences to target, and rework my squeeze page.

I would be happy to hear any more feedback.

Thanks again!

-Javyon

  

Take a look at the USP case study lesson. That might help you a bunch: https://www.mmmanifesto.com/in.....ase-study/

If you need more one on one assistance, I do offer consulting sessions for this kind of thing. https://www.musicmarketingmani.....with-john/

Let me know if you have any more questions.

Javyon said
I REALLY appreciate your input!

No problem. That's what I'm here for 🙂

I did a quick reword of my squeeze page headline last night, but I don't think it's quite right yet. I corrected the Facebook ad goal to be "page landings" and got a new ad running this evening... one more subscriber so far in a few hours. 

I would really go with conversions rather than landing page views if you can. Your goal here is conversions not just traffic. But you do need to have at least $10/day to spend for that to usually get you enough subscribers for it to work well.

Your headline is currently "BUCKLE IN FOR A BUMPY RIDE THROUGH LIFE, INTIMATE AND OMINOUS WITH ROCK ARTIST JAVYON’S STIRRING, POTENT DEBUT “POINT OF DEPARTURE”

In order for that to be effective you need to have to have to have isolated an audience that is interested in "bumpy rides through life, "intimateness or ominousness", "rock", Javyon", and/or an album called "point of departure". 

I know it sounds sorta silly when I break it down like that, but this is exactly the point. Words mean things, and the point of the headline is to dangle words in front of an audience who has an immediate attraction to the words you used and what they represent. It's possible you will feel differently, but when broken down like that, I don't personally see much that will likely be of interest to someone who is not already a fan of yours. To me, that is the issue, and it's why getting clear on the USP is so important.

I am drafting new wording for my squeeze page headline... trying to soak in the concept of the USP and what mine should be. It's probably my big issue at the moment. (Are you sure smiling faces convert better? ) 

I agree. I think the USP is what is missing here. What is your current USP? As a general rule, smiling faces work well, but there are plenty of exceptions to the rule. Your ad testing should tell you what image is likely the best image to include on your squeeze page.

Also, I have a campaign in draft aimed at "conversions." I strayed from conversions as a goal initially because Facebook projected zero conversions for a $25/day ad with the particular artists whose audiences I was trying to target. Maybe a little more money per day would help, but I'm not ready to up my spending on ads until I get my squeeze page working better (more signups per view).

Ignore the projections. 

I'm about to view the link you provided for the USP case study...

Sounds good!

Hopefully I'll have new positive data to share soon.

-Javyon

  

I hope so too! Good luck.