kasher9
Senior Member
- May 12, 2009
- 1,015
- 1,693
Wait is it illegal or not illegal? Can you elaborate a bit more?
Thanks
We measure a couple of {benchmark metrics}:
- Ad CTR (minimum even for WH ads we look for is 2.5%)
- Relevance score (minimum we are looking for is 7 for WH ads, and 9 for BH ads)
- Lander CTR (to offer/product landing page) (11% is the minimum we look for)
- Backend CR (varies)
- ROI (varies)
I don't really kill ads anymore based on CPC, we used to, and it was a really good metric to measure with facebook, but this year we have stepped away from this since facebook ads have exploded so the competition is more stiff.
In terms of time; the more expensive the product (Cost to consumer) the longer we give each ad to optimise. As a general measure:
Each ad has a baseline "adjusting period" of 24 hours with us.
- WH ads; you should be killing if your benchmark metrics (above) are looking shit after 24 hours. If they are looking good, but you have no conversions, you should add 36 hours for every $50 in cost to consumer, so if you're promoting a product that costs $100 for the consumer, you should give it the baseline 24 hours + 72 hours to optimise.
- BH ads; you should be killing if your benchmark metrics (above) are looking shit after 12 hours (you have less time as the acc will get banned faster). If they are looking good, but you have no conversions, you should add 12 hours for every $50 in cost to consumer, so if you're promoting a product that costs $10 to the consumer (nutra trial for ex), you should give it the baseline 24 hours + 12 hours to optimise.
Q: Its viable to make your own accounts and credit cards?
Q 2: What is the minimun budget for someone who wants to start with FB Ads? With 0 experience with the platform
Thank you
1. Yes it is viable to make your own accounts and credit cards, but it takes a sophisticated setup to pull it off now.
2. You need to have $4000-5000 to throw away to even consider starting, because the cost to setup is now quite a bit. I'm sure others say they get started with less, but that is pure blind luck (or most likely they are lying), and starting a business on luck is generally not a good option.
What gain do you get from website clicks?
I actually have developed a pretty good scaling strategy that I'm happy to share here:
Day 1 - you find an ad that is performing well, 12 hours into this day, duplicate the adset 3 times. Don't increase budget
Day 2 - kill the adset(s) that are sending high CPM (your issue isn't cpc it sounds like, its' fb increasing your cpm)
Day 3 - Duplicate the adset(s) that are performing well 3 times again
Keep doing the above.
This is a general strategy however please note, I haven't looked at your specific campaign so there are some other factors you need to consider why your cpc is increasing:
- Low relevance score
- Small audience
- Low CTR
- Timing when you are increasing the budget
Thanks.
Unfortunately as mentioned I'm not going to be sharing campaigns.
I can however say that you should look to test your funnel (traffic source--->landing page--->offer/product) on free traffic (group spamming/IG) before you take it to paid traffic. Paid traffic is expensive and it requires investment.
When you create your campaign funnel, make sure to add your fb pixel to the offer/product so that you collect your data to use later on
Once you are sure your funnel works and it's converting, only then try paid ads, and by that point you should have some data to build an LLA/audience.
1. We deal with inconsistency with same ads on different accounts by making sure our ads are altered a little with each account. This is an ongoing issue and as such, I understand your frustration. A good little golden nugget: look at your audience, and break it down
Relaunching adsets is another approach we do adopt - so we'll keep relaunching until it performs. It sounds like you're running BH, and if you are, an alternative approach you can take is bid for a different placement comparatively to your first account. So lets say acc1 is running ad1, and you want to run ad1 on acc2, we will run IOS only on acc1/ad1, and android only on acc2/ad1.
2. Yeah this is happening to us too, especially between sept-dec, it's been a pain. I think it's down to the user and not facebook - the media has completely wrecked facebook's reputation this year, and as such users are much more sceptical of the ads they are being shown on facebook. One of the solutions we have found thus far is to keep buying engagement ads for your conversion ads, it seems to keep the scepticism on the bench.
3. We are testing dynamic creatives, it works exceptionally well with WH, with BH, I have noticed we get a lot more disapprovals. For now, we are still using the standard method for BH
First thanks for the reply. I've got some follow ups, based on your reply I'll number them to make it easier than highlighting if you have time to reply!
A: Never from fan pages, only from the pixel, but yeah the vast majority of our campaigns are "naked" due to the nature of BH. Our whitehat run with LLA's @ 3%
1. So do you not use fan page data is the because:
- your fan pages are not yours so can't guarantee the quality of the page
- you built up the page with bought fans?
Would you run from the fan page if you built up your audience with 'like' ads? So we run a highly targetted ads to gather new fans on the page as a result we get a fairly dynamic fan page with a good interaction rate. Our ads we run from fan page and pixel return about the same kind of engagment.
A: To test a new advert, we will run 3 ads inside each adset, and 3 different adsets @ $30/daily spend per adset. This actually aids Facebook in optimisation and really like this strategy. We generally end up with 1-2 decent ads per 10 ads.
(caveat to this: this strategy is generally for WH campaigns, our BH strategy is a little different)
2. Ah that's interesting we run the same split but over 4 adsets with 3 in each. Do you test again with variations on the best performing ad in that set or just run with it?
A: Well, we operate across 5 different Niches/verticals, so it's really difficult to give a ballpark figure, but september-dec has definitely been tougher this year than last year. We generally only run conversion campaigns for sales, and our return is around 70% on average (we have campaigns that do 600%, and then we also have "loss leaders" i.e. negative campaigns, this is the nature of our business as we operate on high volumes)
3. If it helps this last quarter has tanked as well for us we are down 63% on last year. I think it's down to a number of factors most things seem to be down. We have one consistent ad for building the brand and the rest goes towards sales.
A: I'm yet to see the same ad work on the same ad account for 12 months consistently (on and off yes, but not every day for 12 months). We don't do seasonal shit, and it's down to internal strategy; I simply don't want my team bidding against brands. We've done event specific campaigns, but not seasonal.
4. Thanks for that, we do a fair bit of seasonal which is down to the product rather than the time of year i.e Christmas what had taken us a while to figure out is to run our seasonal about 8 weeks before the actual season running during has always tanked. Seems obvious but with our product as it was mostly down to targetting users who typically leave things to last minute we never had any luck converting them but the 'early bird' consumer performed much better now our seasonal stuff runs before and never during..
Thanks for taking the time and the replies. Interesting insight
1. We don't use fan page data since its garbage data for building LLA's. It works for very specific verticals, none of our verticals unfortunately.
I love fan page ads, I think they're a great way to build up organics, but I wouldn't use it to build LLA's.
Do you get the same kind of ROI from fan page LLA's vs pixel LLA's?
2. I used to do the 4 by 3 method, in fact I was one of the first to implement it/advocate it, but we switched from july because we saw accounts became a little more sensitive to this approach.
3. Yeah, I believe it's a lot down to user sentiment towards facebook. The media isn't doing any favours and there are a lot more SME's bidding for facebook ads which has driven up the cost of the adspace tremendously.
4. Yeah the last min approach doesn't work historically with ecom/product campaigns due to the nature of ecom - they simply won't receive it in time, and the quality will be poor (high complaints etc)
I used to do some consulting for some major ecom brands as a favour when I had the time, and I completely got rid of their time-sensitive retargeting which their moronic agency had setup, that alone gave them a 30% ROI increase on fb ads haha.
