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Facebook High CTR Hurting Costs?

by joelraitt
10 replies
Hey guys,

I've been noticing that the better my add the higher the CPM. For example:

I had 2 ads, same Title, Same body, same targeting (Demo of 7.2 million in the USA)

1 Ad has a .117 CTR and a cost per like of .11
1 ad has a CTR of over 1% and a cost per like of .24 with CPM over $3

I literally have to make worst ads to get cheaper traffic....anyone else noticing this? Heard anything? Strategies?

Willing to talk and cross ideas...
#costs #ctr #facebook #high #hurting
  • Profile picture of the author FirstSocialApps
    Costs should go down with a better CTR. How are you paying CPC or CPM?

    Might be helpful if you posted a excerpt of your stats for both ads.
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    • Profile picture of the author joelraitt
      Originally Posted by FirstSocialApps View Post

      Costs should go down with a better CTR. How are you paying CPC or CPM?

      Might be helpful if you posted a excerpt of your stats for both ads.
      Thanks man and yah its just not true right now...

      These ads target the exact same demos:
      https://dl.dropboxusercontent.com/u/...enshots/cd.png

      The CPM goes through the roof whenever my CTR is above .4

      I tried auto CPM, auto CPC, manual CPC and manual CPM - all failed as well...

      Some campgains targeting the exact same just have lower CPM with no real ryme or reason....other then its a different campign name but targeting the same...

      there is 0 incentive fo rme ot make better ads...
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  • Profile picture of the author grandstar
    have you thought of complaining to facebook?
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  • Profile picture of the author joelraitt
    Yah but i doubt I'll hear anything back...worth a shot I guess eh...anyone else seeing these issues?
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    Work smart, work hard, never give up. Learn with me here: http://www.joelraitt.com

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  • Profile picture of the author ppcmanager
    Unlike Adwords, Facebook has never publicly said that a higher CTR leads to lower CPC/CPM in the first place.
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  • Profile picture of the author IMAnthony
    Facebook has figured out how many marketers try to make money from its advertising system, so ads are more expensives, but with a good CTR ads' costs will be cheaper.
    It is hard to get .01 ads tough.
    -Anthony
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  • Profile picture of the author billromer
    Yeah, I'm seeing weirdness, too. I haven't split tested anything, but I've got a CPM-based page likes ad letting Facebook optimize it. I had read on Luke's Peerfly blog that this model gave him the most cost-efficient likes, especially over time.

    So, I've got an ad getting a CTR of 3.453% today (0.751% for last 7 days), and "optimized" CPM is $6.64, with cost per like of $0.23?!

    I did switch back to manual CPC yesterday, but I couldn't get any traffic, even bidding double the suggested bid ranges. However, once I let FB optimize CPM for me, the traffic came fast, with great CTR, but not very good CPM or CPC, in my opinion.

    I, too, am baffled and frustrated.

    Bill
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  • Profile picture of the author LuckyLuke
    Check this out:
    https://www.facebook.com/help/commun...53124434580394

    It almost looks like Facebook is fixing the prices and doesn't want you to have a low CPM with your well-deserved high CTR!
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    • Profile picture of the author banwork
      CTR is no longer as important as it once was. Facebook knows enough about who will click on an ad that all ads are not shown equally. Facebook can intentionally show ads to get a higher CTR and it can do the same to get a lower CTR. The only metrics that matter now are costs per action. For pages, this is usually cost per like and for website ads, cost per click. CTR as we used to know it is now irrelevant with Facebook mobile ads generating junk clicks and Facebook skewing ads to users it know will click or know won't click.
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  • Profile picture of the author crsnetwork13
    I agree the worse the ad or the easier your filters the cheaper it will be for the PPC. But that is correct about the cost.
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