Facebook PPC Fail

The problem could lie in a few areas

• The visitors clicking through aren't automatically in the 'buying' state of mind - its kind of like walking up to someone and saying, "Hey, buy this". Trust needs to be built first.Remember that Facebook is a social network that is mostly used for entertainment purposes, not purchasing or e-commerce.
• Your landing page isn't correct in some way - focusing on my first bullet point an example of this is it may not give enough information about what you're selling and how it can directly benefit them
• There could be a mismatch in your Ad VS your landing page - This could be the copy or image use, or both
• Narrow your target audience as much as possible

Hi bushell86,

My advice is to apply basic marketing to your campaigns. Your campaign has likely generated useful data. Listen to what your data has to tell you.

The core process of marketing is to identify market audience segments, craft messages that specifically resonates with each market segment, test, measure, adapt, and repeat.

Whenever you launch a brand new campaign your initial campaign objectives should be to identify viable market segments to target and test, test a variety of value propositions, measure and analyze the results, and then adapt your next round of tests by incorporating what your learned in the previous tests. Repeat continuously for continuously improving results.

You should have some useful data gathered from your results so far. You simply need to analyze those results and make use of any insights you have gained. Doing so will improve your next round of testing.

Even though you have no conversions yet, you should have plenty of behavioral data on each of your segments for each of your ad variations. Your audience behavior will typically vary for each segment and for each message that you tested. Look for clues in that audience behavior to discover what seems to resonate well with your audience and what doesn't. Behavioral metrics like CTR, pageviews/session, and session duration all provide clues to what resonates well with your audience.

Take a deep dive into your marketing analytics data. Look for audience segments that performed above or below average. Seek to understand why, test your assumptions with controlled marketing experiments to validate assumptions. Do the same with each of your marketing message variations. Apply insights gained to your next round of marketing.

If you have structured your campaign properly the behavioral data for each market segment and each value proposition you have tested will be easy to obtain from your reports, If not, consider restructuring your campaigns to make gathering the precise data you need easier to obtain.

Marketing is a process, if applied properly, always works to improve your results. I have touched on some of the very basics of marketing, there are a lot more intermediate to advanced tactics and strategies to employ, but no point discussing those until you have mastered the basics.

@dburk - this is a great bit of advice, and I wish I could action upon it - but It was a direct link to the affiliates CPA program, so I can't analyse the data

I'm trying one more time, this time I'm pushing people to my opt-in and using Facebook pixel, so at least I can capture there email address and act upon that.

I guess a lot of it is down to trial and error and at least pushing them to my site I can analyse the traffic.

Thanks again for such a great detailed response.

You should always try and capture leads so that you can build credibility first. Also, make sure you track everything and use your FB pixels. Lastly, use the Power Editor in FB to measure the performances of all your campaigns. Again, like the other gentleman pointed out... these are just basics to get you going in the right direction.