Facebook Ads - PPE Vs. View Content Optimization Conversion Oddity

by jburns428 7 replies
Not sure if anyone has run into something similar in the past, but I wanted to share the experience that I'm currently having as a bit of a newbie Facebook marketer.

I'm currently running 2 campaigns to a product on my ecommerce store. The first campaign is PPE, and it's performing extremely well. My cost per purchase is $1.11, ROAS has eclipsed 10, basically looks like a pure winner.

My other campaign is optimized for Website Conversions - View Content. The ad set I'm running in there has the same exact targeting as my PPE campaign (I read this could negatively affect delivery but delivery doesn't seem to be the problem here). Long story short, this View Content ad has very cheap clicks at about $0.04, and a lot of them - over 100 clicks in just over a day at a $5 budget. What is completely bizarre to me, is that this ad has not resulted in a SINGLE add to cart conversion.

I realize that while this is not an impossible occurrence and the ad is not explicitly optimized for add to cart, I find it very odd that my PPE ad which has 210 clicks during the same period (with the same exact target audience) has 41 add to carts and 13 purchases. Since I'm a bit new at this like I said, I have almost started to feel like I'm missing something here.

My link is definitely not broken, because my website traffic has shot up dramatically since I created the view content ad and my conversion rate has fallen since this traffic doesn't seem to ever convert.

Any thoughts or similar experiences from anyone on this sub? Thanks so much for any advice you might have.
#beginners area #content #conversion #oddity #optimization #ppe #view
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  • Profile picture of the author Brent Stangel
    Any thoughts
    Scale up campaign #1 and drop campaign #2.

    Focus on what's working.

    Brent
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    Gone Fishin...for Unicorns!
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    • Profile picture of the author jburns428
      Thanks Brent. I guess I just assumed that a proportionate number of clicks should result in at least a relatively proportionate number of conversions but it appears that I was totally wrong about that. View Content might be delivering the wrong kind of traffic.
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      • Profile picture of the author copywriterpros
        I agree with Brent. You should know where your focus is right now and based on this continue with work.
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  • Profile picture of the author Brent Stangel
    I guess I just assumed that a proportionate number of clicks should result in at least a relatively proportionate number of conversions but it appears that I was totally wrong about that.
    A lot of people have lost all their money on that assumption.

    Your numbers from Campaign #1 look very promising so you are doing something right.

    Brent
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    Gone Fishin...
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  • Profile picture of the author Chris Brindamour
    jburns428,

    Well you did a great thing by split testing two ads. Scale up what works and drop what isn't working. Simple as that!

    Chris
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  • Profile picture of the author John963
    I'd increase budget for campaign 1 and delete campaign 2.

    It about ROI on your ad spend not how cheap you can get clicks.


    You should have a max budget for testing each campaign and if you've gone over that then I'd cut it if its not preforming, simple as that.
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  • Profile picture of the author ChrisBa
    It sounds like this has everything to do with how The Facebook algorithm selects targeting based on the goal you input. Focus on what's working.
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