My FB campaign is converting but how/when to lower CPC?

Michael W · 06-20-2011, 04:04 PM

Ok my current FB campaign is converting but i'm still only just about to break even. When/how do i know when to lower my CPC?

Im currently split testing 7 ads but only 2 of them are actually receiving impressions and hits. Do i stop the others and only run 2 or how should i go form here

Quite excited.

Thanks

Nigel Tan · 06-20-2011, 04:28 PM

What's the CTR of your top 2 ads? How many clicks have you gotten so far? What's your bid and for which country?

Post a screenshot and sensor your campaign details and show us your CTR, CLICKs, BID and etc so that we can help you.

MrHurry · 06-20-2011, 05:10 PM

Provided you have a solid CTR, you don't necessarily ever HAVE to lower your bid amount (CPC in your case). The CPC you input, what you are willing to pay per click, is determined based on your current CTR (in a nutshell).

If you are receiving a good ctr you will pay less per click, if your ctr plummets (or is never good to begin with) you will pay more per click (not to exceed the CPC you entered).

If the suggested bid is say .51 - .89, and you start off with a CPC between .78 - .89 (which will likely give you the most amount of impressions right away since you are bidding 'high') and your ads are generating a solid CTR, your eCPC will in turn be much lower than the CPC you input and in turn you will only be paying the eCPC for each click you receive.

You can then either keep your CPC set to .89 or you can lower to an amount you are more comfortable with in the event your CTR plummets (for example, over night while you are asleep and can not monitor your bids).

In the event you lower the CPC, you should not suffer any loss in volume/impressions as your CTR will still be solid. Keep in mind though that as your CTR drops, your eCPC will rise and your impressions will fall off quickly as FB will adjust traffic flow accordingly.

Hope that helps!

MrHurry · 06-20-2011, 05:16 PM

Quote:

Originally Posted by Michael W

Im currently split testing 7 ads but only 2 of them are actually receiving impressions and hits. Do i stop the others and only run 2 or how should i go form here

I'm willing to be wrong, but I believe you are only receiving impressions on 2 of the 7 ads b/c your daily budget for the campaign is low. In turn, FB recognizes this and only rotates a couple of your ads instead of all 7. To fix, either a) increase daily campaign budget or b) pause all but 2 ads, run for X amount of time, pause and active the next 2 ads, rinse and repeat until you've tested all ads and can determine which ones are worth focusing on which ones should be killed indefinitely. This works great (for me) when testing 100+ images for a single campaign.

06-20-2011, 04:04 PM	#1
Michael W Active Warrior War Room Member Join Date: May 2010 Posts: 57 Thanks: 1 Thanked 7 Times in 6 Posts Contact Info	My FB campaign is converting but how/when to lower CPC? Ok my current FB campaign is converting but i'm still only just about to break even. When/how do i know when to lower my CPC? Im currently split testing 7 ads but only 2 of them are actually receiving impressions and hits. Do i stop the others and only run 2 or how should i go form here Quite excited. Thanks
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06-20-2011, 04:28 PM	#2
Nigel Tan Warrior Member War Room Member Join Date: May 2011 Posts: 25 Thanks: 1 Thanked 4 Times in 3 Posts	Re: My FB campaign is converting but how/when to lower CPC? What's the CTR of your top 2 ads? How many clicks have you gotten so far? What's your bid and for which country? Post a screenshot and sensor your campaign details and show us your CTR, CLICKs, BID and etc so that we can help you.

06-20-2011, 05:10 PM	#3
MrHurry Warrior Member Join Date: Jun 2011 Location: Florida, USA Posts: 9 Thanks: 2 Thanked 1 Time in 1 Post Social Networking Contact Info	Re: My FB campaign is converting but how/when to lower CPC? Provided you have a solid CTR, you don't necessarily ever HAVE to lower your bid amount (CPC in your case). The CPC you input, what you are willing to pay per click, is determined based on your current CTR (in a nutshell). If you are receiving a good ctr you will pay less per click, if your ctr plummets (or is never good to begin with) you will pay more per click (not to exceed the CPC you entered). If the suggested bid is say .51 - .89, and you start off with a CPC between .78 - .89 (which will likely give you the most amount of impressions right away since you are bidding 'high') and your ads are generating a solid CTR, your eCPC will in turn be much lower than the CPC you input and in turn you will only be paying the eCPC for each click you receive. You can then either keep your CPC set to .89 or you can lower to an amount you are more comfortable with in the event your CTR plummets (for example, over night while you are asleep and can not monitor your bids). In the event you lower the CPC, you should not suffer any loss in volume/impressions as your CTR will still be solid. Keep in mind though that as your CTR drops, your eCPC will rise and your impressions will fall off quickly as FB will adjust traffic flow accordingly. Hope that helps!
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