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Facebook Ads...what's up with this?

by Freeman77
5 replies
I had establish a profitable campaign on Facebook using CPC ads.

Since I had a good CTR, I figured I could cut costs by copying the settings but utilizing CPM-type bidding. As long as I maintained a similar CTR, the cost should be significantly cheaper.

However, when I copied the campaign exactly, my clickthrough rate fell dramatically with CPM, and the cost-per-click actually increased signficantly. Why? It's the same ad with the same criteria, so I would expect a similar CTR. The CTR on the new ad was drastically lower.

Was it just a fluke? Or does the quality of traffic somehow drop when bidding via CPM?
#adswhat #facebook
  • Profile picture of the author GreenMachine
    As far as I know this seems like a fluke.... Your idea of switching your successful CPC ads to CPM is exactly what you want to do with FB.. I have done this with success in the past... Perhaps your advertisement is starting to die from overexposure... Perhaps try tweaking your ads slightly... add a border or something small to see if it brings the life back to your CTR...
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    • Profile picture of the author Freeman77
      Originally Posted by GreenMachine View Post

      As far as I know this seems like a fluke.... Your idea of switching your successful CPC ads to CPM is exactly what you want to do with FB.. I have done this with success in the past... Perhaps your advertisement is starting to die from overexposure... Perhaps try tweaking your ads slightly... add a border or something small to see if it brings the life back to your CTR...
      Thanks for the response. I guess it was just a fluke. Will try this again and see if my numbers aren't more consistent.

      I just realized that another factor may be where on the page the ad is delivered. Is my assumption that the higher the bid, the higher the placement?
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      • Profile picture of the author ben565
        Originally Posted by Freeman77 View Post

        Thanks for the response. I guess it was just a fluke. Will try this again and see if my numbers aren't more consistent.

        I just realized that another factor may be where on the page the ad is delivered. Is my assumption that the higher the bid, the higher the placement?
        it is not just a fluke you will find that cpm almost always converts worst cause you are getting crappy app traffic,stick with cpc
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      • Profile picture of the author jeffrey73
        Originally Posted by Freeman77 View Post

        I just realized that another factor may be where on the page the ad is delivered. Is my assumption that the higher the bid, the higher the placement?
        No. I don't believe that is the case.

        It used to be that switching from CPC to CPM was ideal to get cheaper clicks. It seems like this isn't the case anymore. Their intention is for companies looking to "brand" themselves to use the CPM model. At least that is what I've heard from FB Ad Interns.
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  • Profile picture of the author badboy_Nick
    Originally Posted by Freeman77 View Post

    I had establish a profitable campaign on Facebook using CPC ads.

    Since I had a good CTR, I figured I could cut costs by copying the settings but utilizing CPM-type bidding. As long as I maintained a similar CTR, the cost should be significantly cheaper.

    However, when I copied the campaign exactly, my clickthrough rate fell dramatically with CPM, and the cost-per-click actually increased signficantly. Why? It's the same ad with the same criteria, so I would expect a similar CTR. The CTR on the new ad was drastically lower.

    Was it just a fluke? Or does the quality of traffic somehow drop when bidding via CPM?
    Not necessarily. Remember, FB ads are much, much more volatile than Google or Yahoo. The demographics can have a really big impact on CTR, even during different times a day.

    Stick to Adwords or YSM/BING if you can make it profitable, its much easier this way!

    Any questions just let me know
    Nick
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    Read my incredible story: www.affiliatechamp.co.uk
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