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[Facebook Ads – Advice] How to turn a dying CPM ad, into a winning CPC ad.

Discussion in 'FaceBook' started by mojstermiha, Oct 30, 2011.

  1. mojstermiha

    mojstermiha Regular Member

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    A few people PMed me and ask to give a few tips how to get cheap clicks. My best advice would be: Target as narrow as you can. You won?t get awesome CTR with every niche, even targeted one, but you are far more likely to succeed if you do so. Fb is a bitch and sometimes they will fu*k you over and give you bad ad positions. If you truly believe you should get good CTR and low CPC and your CPM bidding didn?t work?. Try CPC! Bid high for the first 3-4 clicks to see if CTR is better than before.

    If it isn?t, stop and move on to another niche.

    BUT, if it is, immediately lower your bid on the lower end of suggested bid and see if you are still getting traffic. Your goal is to bid as low as possible? say.. 3 cents per click if you are OK with traffic volume?

    However, with CPC is almost impossible to get 1 penny clicks (it takes longer and CTR has to be insane ~1%). 2-3 pennies, maybe?. Use your daily limit wisely and don?t forget to pause ads after you submit them for review. I usually stay close to my PC, after I start running new campaign and check every few minutes, if traffic is already coming and how good CTR is.

    Let me give you a practical example:


    [​IMG]


    Here you see 2 of my ads, there is absolutely no difference between them (same pic, same title, same text, same LP, same targeting). The lower one was the winning ad for some time, using CPM strategy, but it slowly started dying (CTR dropped from 0,8% to 0,1%)



    Then I submitted the upper ad and used CPC bidding model. I first bided over the upper suggested bid. After I got a few clicks, I saw CTR was around 0,8%. Then I lowered my bid to 4 cents and left it running. It still works ? 3 days later CTR is stable around 0,5%. It won?t last for long, because I already reached all people from my targeted audience with the first CPM ad.... This strategy is a good example how you can turn a dying CPM ad into a winning CPC ad and squeeze the last cheap traffic out of it.


    [​IMG]


    It also brings up the WTF is going on question?:D As you can see, there are situations when Facebook doesn?t treat 2 of your same ads equally.

    My theory is that they give you different ad positions because it?s in their interest that people click on ads when you use CPC model. Of course FB will consider the competition (if there is any) and if they can still make more money with their ads, your move, switching dying CPM ad into CPC ad, probably won?t work.
     
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  2. Sampler

    Sampler Senior Member

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    Nice. Have tried a few times with CPM, Facebook ads is not my thing but I'll give it another shot now. Thanks +Rep
     
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  3. mojstermiha

    mojstermiha Regular Member

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    I tried but I didn?t get traffic in that case.
     
  4. iampiz

    iampiz Newbie

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    nice share
     
  5. kazhkaz

    kazhkaz Jr. VIP Jr. VIP Premium Member

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    Just been looking to play a little with facebook ads :) Thanks for suggestions
     
  6. maximviper

    maximviper BANNED BANNED

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    thanks a lot. its of really great use for a Noob like me :)
     
  7. uditbhansali

    uditbhansali Regular Member

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    Which one converts better, CPC or CPM?
    Do you suggest linking the ad to iframe tab of the fan page or a landing page?
     
  8. BlaqReaper

    BlaqReaper Junior Member

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    This is only my opinion:

    Conversion doesn't really have to do with CPC vs CPM (unless FB messes with ad placements which I doubt). CPC or CPM can result in different cost per click of the actual ad though. It really depends on how well your ad is doing.

    If the ad has a high ctr, CPM is the way to go, otherwise CPC. Ask yourself this question: How many clicks am I getting per 1000 views. Now how much am I spending based on the average CPC value. If I switch to CPM is Facebook's asking price less than the total cost I just calculated? If yes, then do it. If no, then it still might be worth it, but you have to further test.

    Easy example: 1000 views, 500 click (impossible I know, but it's easier to show). CPC = 0.01 or $5 per 1000 views. CPM for 1000 views $0.28. Obviously CPM is a much better choice, now a 50% ctr is impossible, but if you see ads around 0.1 % ctr, consider trying cpm. If they are around 0.16-7 I would personally definitely do it, but I'm a fan of CPM (just monitor closely so money doesn't get burned away too fast).

    Create fan page+iFrame tab has been best for me. Facebook users, simply don't want to be taken away from Facebook. But again your results may differ.
     
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  9. uditbhansali

    uditbhansali Regular Member

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    How do you find keywords with 0.04 Cents per click for CPC campaigns?
    The niche what I target always shows CPC between 0.20 - 0.30
    Even my CPM ads show suggested bid between 0.10 - 0.20

    Is there a trick or the CPC or CPM reduces once the the ad is approved?
     
    Last edited: Nov 17, 2011
  10. BlaqReaper

    BlaqReaper Junior Member

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    High CTR will bring it down. Say CPM is 0.20, so if you have 20 people click out of 1000, that's basically 0.01 CPC. 20/1000 is 2% though, and that's hard to achieve. If you have higher than that, then it's even less.

    For CPC, 20 -30 cents is great. In fact mine starts at 60 cents. As long as you get good CTR it will go down. But just make sure you don't deceive your target too much. I've had 1% CTR, and 0 conversions before, quite depressing.
     
  11. wolf1880

    wolf1880 Junior Member

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    I'm about to start a campaign in facebook... it's great that I saw this thread. I'll definitely try this strategy. Thanks.
     
  12. BlaqReaper

    BlaqReaper Junior Member

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    If you're going to start a campaign, make sure to check out the other threads first. This covers turning a dying CPM ad into a good CPC ad, but you first must know how to make a good CPM ad+research :). Best of luck!
     
  13. shahmulk7

    shahmulk7 Newbie

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    I have a blog of Fun and Humor related stuff and have a Fan Page on Facebook. Should i give it a try. Any suggestions
     
  14. uditbhansali

    uditbhansali Regular Member

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    Does facebook allows direct linking of CPA offers like Auto insurance or payday loans or should I make a new landing page?
     
  15. xzzxpimpxzzx

    xzzxpimpxzzx Regular Member

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    Its best not to link directly to your cpa offer a nice LP with some videos and comments works pretty good.