Facebook Advertising CPC vs CPM issue
- SEO |
I have been working on a small campaign with Facebook ads for about a month now. I have multiple issues and was hoping some members could help rectify them.
1. I have created a CPC ad that has a reach of about 600,000 people and gets .4% CTR, from what I understand, this is very good. My minimum bid gets down to about $0.06 per click and I will make my actual bid that, resulting in adequate impressions and an avg. (actual) cpc of about $0.05. This isn't bad but once you consider only 50% of clicks turn into likes, it becomes $0.10/ click for a page that has very low margins. [I know I need to sell a higher $$ item but this is my campaign for learning
].
The real issue >> When I try to take this high ctr campaign (.4%) to cpm, the ctr drops to something like .009% or some garbage like that. And worse yet, I believe my conversion rate from clicks to likes is even worse.
What do I need to adapt to keep ctr high when switching from cpc to cpm? My personal guess is that Facebook normally optimizes for action in my cpc campaign within the settings I have and with cpm they are removing all optimization and pushing all the 'junk' traffic they can. To me that would mean I need to refine my targeting to make junk traffic less likely... which leads me to problem #2.
2. When I look at my responder demographics for my ads. I see a very definite trend, and with over 1500 clicks, the information should be statistically significant.
I am working on a video game and targeting those who have liked other pages about the game. Men 34-44 have .69% ctr and men 45-54 have 1.07% ctr. Women have a similar trend upward with age but lower ctr overall so I will ignore them for now. This information is contrary to the standard demographics of players but I will assume this is just because the older people are more diehard and hopefully without offense, we can assume they are more of the "still living in mother's basement" -type. But when I adjust my ad targeting for this age group, I don't see a significant lift in ctr.
Any ideas why this is? I am hoping to adjust my targeting with methods like this to improve my ctr and thus lower my cpc or cpm cost but the results aren't showing as I figured they would.
Lastly, does anyone have suggestions for where I can get some of the best information on ADVANCED facebook ad targeting? I have read through tons of "advanced" courses and most information is garbage and what I would consider a 'how-to-navigate-through-facebook-ad-pages' rather than real strategy.
1. I have created a CPC ad that has a reach of about 600,000 people and gets .4% CTR, from what I understand, this is very good. My minimum bid gets down to about $0.06 per click and I will make my actual bid that, resulting in adequate impressions and an avg. (actual) cpc of about $0.05. This isn't bad but once you consider only 50% of clicks turn into likes, it becomes $0.10/ click for a page that has very low margins. [I know I need to sell a higher $$ item but this is my campaign for learning
].The real issue >> When I try to take this high ctr campaign (.4%) to cpm, the ctr drops to something like .009% or some garbage like that. And worse yet, I believe my conversion rate from clicks to likes is even worse.
What do I need to adapt to keep ctr high when switching from cpc to cpm? My personal guess is that Facebook normally optimizes for action in my cpc campaign within the settings I have and with cpm they are removing all optimization and pushing all the 'junk' traffic they can. To me that would mean I need to refine my targeting to make junk traffic less likely... which leads me to problem #2.
2. When I look at my responder demographics for my ads. I see a very definite trend, and with over 1500 clicks, the information should be statistically significant.
I am working on a video game and targeting those who have liked other pages about the game. Men 34-44 have .69% ctr and men 45-54 have 1.07% ctr. Women have a similar trend upward with age but lower ctr overall so I will ignore them for now. This information is contrary to the standard demographics of players but I will assume this is just because the older people are more diehard and hopefully without offense, we can assume they are more of the "still living in mother's basement" -type. But when I adjust my ad targeting for this age group, I don't see a significant lift in ctr.
Any ideas why this is? I am hoping to adjust my targeting with methods like this to improve my ctr and thus lower my cpc or cpm cost but the results aren't showing as I figured they would.
Lastly, does anyone have suggestions for where I can get some of the best information on ADVANCED facebook ad targeting? I have read through tons of "advanced" courses and most information is garbage and what I would consider a 'how-to-navigate-through-facebook-ad-pages' rather than real strategy.
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