ZERO campaign reach on FB ads - why?

25 replies
Hi,

I've just opened an account on fb ads for my first time,
I created an ad that got approved. the recommended CPC was pretty high, at least $0.60, which is a lot considering that the traffic is not as targeted as in a regular PPC. therefore I decided to bid $0.05, later changed it to $0.12.

It was about 10 hours ago (to my understanding the reporting is live, right?), and I still got 0 impressions.

is it because I had chose to bid below the recommended CPC?
it's not called "Min CPC", so I'm not sure what's the problem... and ideas?

thanks
#ads #campaign #reach
  • Profile picture of the author overtonis
    there is always a delay the first day. Give it 24 hours before trying to analyse it.
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  • Profile picture of the author ruger999
    I'm not sure that's fully correct,
    I've created a similar targeting another state, and made my bid $0.3 (still lower than the suggested one of $0.6), and got 3 impressions in the last few hours.
    afterwards, I did the same targeting another state, this time with $0.4 bid, and got 8 impressions in the last hour or two. still got 0 impressions for my $0.12 bid campaign that i created about 17 hours ago.... so it seems the bid level does influence the exposure..

    would I really need to pay that much just for having my ad show up?
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  • Profile picture of the author lolosland
    Hi rugger, i had the same problem, created an ad, got approved waited for hours but no impressions nothing. Its like the ad was not running or showing.

    There are a couple of things you need to check out before
    like in the billing section that your "Account Spend" limit hasnt reached.
    If thats ok, you should check that the campaign limit hasnt reached.
    Again if thats ok then
    "and here is where 99.9% is always the reason the campaigns are not showing"
    your bid is way to low and you need to increase it!

    Example lets say
    Suggested Bid:
    $0.30 - 0.80 US
    Step 1:
    Put $0.50 bid and check in 5 minutes
    Not working? Increase the bid by $0.10

    At least thats how i got my campaign to start.

    Other options:
    1. Delete the campaign and start a new one.
    2. Delete the ad and start a new one.
    3. Open a new facebook account.
    Those suggestions where found on the internet from other users.

    The above suggestion to increase the bid because it too low was given by the facebook help representative and thats how i figured it out.
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    • Profile picture of the author ruger999
      hi,
      well, increasing the CPC does work, but how can advertisers on facebook make money if they have to bid so high?

      it seems like it would be very hard to maintain a positive ROI when the CPC needs to be that high, and this also dismisses a lot of possible products or services to promote, since there's no chance they would yield a positive ROI at these CPC rate.

      I thought one of the advantages in FB ads is that the bids are lower in comparison to regular PPC (adwords, bing), and that this is the tradeoff of the fact that the traffic is not targeted as opposed to regular PPC.

      am I missing something here?
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  • Profile picture of the author ronrule
    Originally Posted by ruger999 View Post

    ...the recommended CPC was pretty high, at least $0.60
    I decided to bid $0.05, later changed it to $0.12.
    You're still only bidding 1/5th of their recommended minimum. Why would they show your ad when they can show someone else's ad who's paying more? You gotta pony up.
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  • Profile picture of the author ruger999
    eventually I had raised my bid to $0.6, my previous question still remains though...
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    • Profile picture of the author ronrule
      Originally Posted by ruger999 View Post

      eventually I had raised my bid to $0.6, my previous question still remains though...
      What, about how to make money with it? You have to know how to calculate your ROI so you know what to spend. Maybe the ad makes sense at that price, maybe it doesn't. I have some ads I've paid up to $12 per click for and it was worth every dollar, and others where I would be guaranteed to lose money at 50 cents a click.

      You need to know your site's conversion rate in an ideal scenario - if you don't have that yet, you need to spend some money and OVER-bid for your keywords so you can establish a baseline conversion rate.

      Think about it ... if you're selling a $20 product, and your site converts at 2%, then you can't spend more than 32 cents per click. It all comes down to cost of goods, sale price, conversion rate, divided by ad spend. Use this calculator to figure it out for your product: PPC Revenue Calculator
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      • Profile picture of the author ruger999
        Originally Posted by ronrule View Post

        What, about how to make money with it? You have to know how to calculate your ROI so you know what to spend. Maybe the ad makes sense at that price, maybe it doesn't. I have some ads I've paid up to $12 per click for and it was worth every dollar, and others where I would be guaranteed to lose money at 50 cents a click.

        You need to know your site's conversion rate in an ideal scenario - if you don't have that yet, you need to spend some money and OVER-bid for your keywords so you can establish a baseline conversion rate.

        Think about it ... if you're selling a $20 product, and your site converts at 2%, then you can't spend more than 32 cents per click. It all comes down to cost of goods, sale price, conversion rate, divided by ad spend. Use this calculator to figure it out for your product: PPC Revenue Calculator

        not sure I understood your calculation, for $20 product and a 2%, my CPC should be less then $0.40 if i want to make a positive profit -

        for example, if i spend $0.39 per click, and I got 100 clicks, I should have 2 sales ($40 income) and $39 expanses that leaves me at $1 profit.

        however, I was planning to use facebook mainly for testing new products with unknown ROI, so I guess your'e saying it's an expensive experiment and there's no way to reduce these expenses?

        another problem is determining the CR - what If I want to promote my product on Adwords or another service as well, how would I be able to isolate the CR of the facebook traffic?
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        • Profile picture of the author ronrule
          Originally Posted by ruger999 View Post

          not sure I understood your calculation, for $20 product and a 2%, my CPC should be less then $0.40 if i want to make a positive profit -

          for example, if i spend $0.39 per click, and I got 100 clicks, I should have 2 sales ($40 income) and $39 expanses that leaves me at $1 profit.
          Sure - providing you have no transaction fees, no costs associated with your sites, your time is worth nothing, you pay no taxes, and no one ever requests a refund.

          You aren't accounting for all of your costs.


          however, I was planning to use facebook mainly for testing new products with unknown ROI, so I guess your'e saying it's an expensive experiment and there's no way to reduce these expenses?
          That's marketing in general - you have to have a test budget if you want to do it right, otherwise you're throwing your money away. I commit a minimum of $3,000 ($100 per day for a full 30 days) to every test campaign, just to get the data I need to maximize the real budget. Sometimes I end up coming out ahead on the test, but that's never the purpose of it. The purpose is to teach me how I should be marketing the product.

          another problem is determining the CR - what If I want to promote my product on Adwords or another service as well, how would I be able to isolate the CR of the facebook traffic?
          You should use different landing pages for Facebook and AdWords. Those buyers are in completely different mindsets ... someone on AdWords is looking specifically for the type of product you're selling, they're a qualified lead. Someone on Facebook is looking at pictures of food, pictures of cats, and pictures of weird people in Walmart. Your ad may "catch their attention" but they weren't on Facebook to shop, they were on there to socialize, so you would pitch to them differently.

          Think of it like this - if you were going to a convention or tradeshow where the exact type of people who were interested in your type of product were going to be, you would pitch that product differently than if you were standing outside of a coffee shop, right? Same rules apply with Facebook vs. AdWords.

          For example, I have a test running right now for a book I just released about outsourcing using Fiverr. On AdWords banners I'm using a picture of the book. On Facebook I'm using completely different copy, and this image:



          Why? Because Breaking Bad is the #1 topic on Facebook right now. This image will get more eyeballs than a picture of a book - they still aren't going to CLICK it if they aren't interested in what the copy says, but the image catches their attention a lot better than a boring book cover. But this same ad wouldn't work AT ALL for someone who was actually looking for a book on the topic and had already decided to purchase something. They would think it was a joke.

          Thus far, my "results" are a conversion rate of about 20% - sounds "amazing" for Facebook, but in reality that's only a handful of sales. Those numbers are worthless on a single day's worth of traffic, it's not enough data to make any decisions as to whether I should up my spend or not. By the time the test finishes, I suspect it will be doing closer to 0.5%. Whatever the end result is, I'll have all of the information I need to know the maximum I should bid - and whether it's worth it or not. Not all mediums are the right fit for every product, there are even some products I've promoted that converted better on Facebook than they did on AdWords, it all depends on the audience and the market.
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          • Profile picture of the author ruger999
            Originally Posted by ronrule View Post

            Sure - providing you have no transaction fees, no costs associated with your sites, your time is worth nothing, you pay no taxes, and no one ever requests a refund.

            You aren't accounting for all of your costs.
            that's right, I was wondering though why did you chose the value of $0.32 as the one that would account for my costs

            You should use different landing pages for Facebook and AdWords.
            I am hoping in the process of having my landing pages online, to get them to rank in the search engines as well.
            I assume that having duplicate/similar pages could hurt this cause? maybe it could even cause problems with quality score from google adwords or bing as well..?
            and also, If i get some organic traffic, it would distort the stats as well...

            would the best solution be creating a sub-folder on my domain, and put all the duplicate pages over there, so theoretically these pages would never get indexed, and I shall send all the FB traffic over there? or are there better solutions that do not involve duplicating pages?
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            • Profile picture of the author ronrule
              Originally Posted by ruger999 View Post

              that's right, I was wondering though why did you chose the value of $0.32 as the one that would account for my costs
              I didn't account for taxes since there are a ton of variables on that, but assuming it's a digital product with no hard cost of goods, an estimated transaction fee of 80 cents per sale (2.5% + 0.30), and a 5% refund rate takes another $1.00 off the top, which puts you at $18.20, plus you want to make a profit of at least a couple dollars - if you run at a break even what's the point? So you're right around the 32 cent mark on a 2% conversion rate.

              Yeah, I'm that math nerd. At speaking events I refer to myself as "Anal about Analytics"


              I am hoping in the process of having my landing pages online, to get them to rank in the search engines as well.
              I assume that having duplicate/similar pages could hurt this cause? maybe it could even cause problems with quality score from google adwords or bing as well..?
              and also, If i get some organic traffic, it would distort the stats as well...

              would the best solution be creating a sub-folder on my domain, and put all the duplicate pages over there, so theoretically these pages would never get indexed, and I shall send all the FB traffic over there? or are there better solutions that do not involve duplicating pages?
              Don't worry about SEO during a marketing test. Actually, don't worry about SEO at all ... for one because there wouldn't be duplicate content if you're pitching differently to different audiences. But also remember, a visitor from a search engine is like a visitor from AdWords, they're interested in what you're selling. The Facebook visitor isn't, you're catching him off guard. You shouldn't be worried about duplicate content penalties within the same site, but if it makes you feel better you can always block your individual ad landing pages in robots.txt so they won't count against the versions you're trying to rank.
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  • Profile picture of the author Gozzo
    To elaborate on the answers you've received, Facebook does reward quality ads. If my suggested CPC bid is .50-.75, I'll set my budget at $2.00 and run it for a day. If it performed well with a good CTR, the suggested bid range will generally drop to .06-.18. I can then lower my bid and raise my budget.

    I recommend raising your ad budget slowly over the course of days for FB ads as well. If you switch it from $2.00 to $50.00 in one move, it'll generally deliver the majority of your budget all at once as opposed to slowly throughout the day. This will saturate the market and ruin your stellar CTR and CPC at the snap of a finger. Your ad may not bounce back from that and get less than preferential placement as a result.
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    • Profile picture of the author ruger999
      Originally Posted by Gozzo View Post

      To elaborate on the answers you've received, Facebook does reward quality ads. If my suggested CPC bid is .50-.75, I'll set my budget at $2.00 and run it for a day.
      and what CPC would you chose? something between .50-.75?
      would there be a difference (like, for some reason, in your expected CTR) if you choose the Min suggested CPC or the Max suggested CPC?

      If it performed well with a good CTR, the suggested bid range will generally drop to .06-.18. I can then lower my bid and raise my budget.
      what is considered a good CTR on FB that would cause the suggested bid to drop?
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      • Profile picture of the author Gozzo
        Originally Posted by ruger999 View Post

        and what CPC would you chose? something between .50-.75?
        would there be a difference (like, for some reason, in your expected CTR) if you choose the Min suggested CPC or the Max suggested CPC?


        what is considered a good CTR on FB that would cause the suggested bid to drop?
        I generally like to keep my ads above a .300 CTR with most of my campaigns. I'll generally drop my bid as the maximum suggested falls. That doesn't mean that you can't get .02-.07 cost. I'm bidding the maximum bid of .17 and getting .3 clicks right now. The high bid wards off competition and ensures a good placement. As long as your ad continues to perform well, this is a good strategy. If your campaign isn't lighting the world on fire CTR-wise, I may suggest dropping your bid lower.

        When you start with a low bid, it's not going to get preferential placement when competing with ads that have a good history or against another upstart ad in the same niche that's outbidding you. That ad is starting off with a bad history moving forward and that's taken in to account by the algorithm. Once your ad has some (good) history, you'll be rewarded if the competition isn't absolutely cutthroat.
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        • Profile picture of the author nefirious
          Greetings Ruger, seems like your Facebook Ad campaign is not going well judging by the impressions. I had started my bid with $ 0.27 as suggested by them. I got about 64 clicks in three hours, not bad. When I check my counter tracker, it says my website received no impressions. Maybei t just needs time or whatever. What is your Click Through Rate ? Would you mind sharing ?
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  • Profile picture of the author ruger999
    Ok thanks Ron, I'll go ahead and duplicate the pages,

    Gozzo, what do you mean by .300 CTR? a 0.003%?

    and another important question - could campaigns with low CTR cause my Min suggested PPC to go up, on other campaigns? or maybe hurt the Min CPC required for any page that would be hosted on the same domain?

    nefirious - the product I'm trying to promote is pretty general, therefore I cannot define the targeted audience to be of specific parameters rather than age/gender/location, so that's probably causing a low CTR as well, I've started a similar campaign for $0.6, this was a bit below the suggested min bid, I received in the last 24 hours about 8,000 ad reach and 4 clicks, 0.028% CTR... is that really bad?
    because my suggested Min CPC jumped to $1...

    I plan to pause all ads, duplicate the pages so I can better track the CR and then create new ads.... I wonder what Min CPC FB would want now, $1 or about $0.6 like when I had started..?
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  • Profile picture of the author ZephyrIon
    Its the end of the month! CPC is going through the roof. Plus, Facebooks quarterly earnings is coming up. They need to push those mobile revenues up so they have to raise the CPC across the board.

    They'll call it strategy for making more profits. They'll claim the CPC is higher because of demand.
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    • Profile picture of the author ruger999
      I've created another campaign a few days ago, it is supposed to target about 6,000,000 people, I'm getting a 0.040% CTR, and the min CPC gradually went down to about $0.50 (I think it was around $0.7 when started), accordingly I went on and lowered my bid to 0.55, but the ad stopped receiving any exposure, even now when I'm bidding $0.9.

      how can I deal with these greediness of FB?
      they say my audience is 6,000,000, they are lowering my Min CPC required,
      and on the other hand they leave my ad reach at around 60,000 this far,
      trying to force me to bid 100% more over the Min CPC just to get my ad exposed... any tips?
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  • Profile picture of the author devonm
    Ahh, I WONDERED about the "24 hr. factor" before trying to analyze my ad... That is what I wondered about. Now my answer lies right here. Thank you very much for confirming for me.
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  • Profile picture of the author ruger999
    it didn't had anything with 24 hours actually, it was all about the CPC... if the bid is below the min suggested CPC, or even above it but not way above it, from my experience the ad would get very low exposure...
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  • Profile picture of the author devonm
    I learned something else here reading. I did pony up, but good to get my ads to get shown quicker. I ponied to close to the top bid. as is 5-7 cents closest. We will see what happens now.
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  • Profile picture of the author ronrule
    Have you tried targeting a smaller audience? Its easier to track the effectiveness of an interest group when you isolate them. Plus the cpc will vary- some groups won't be worth the price per click, others will.
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  • Profile picture of the author ruger999
    I'll give an example -

    Yesterday I've created another campaign,
    I've targeted it so it would be around 6,000,000 people from the US (which I suppose should be targeted enough on the one hand, and on the other hand should give me plenty of ad reach, as long as I bid correctly).

    My suggested CPC was $0.5 - $1.05, so I chose a $0.7 bid, and in about 15 hours received only about 10,000 ad reach, and a 8 clicks, CTR was 0.050% which should be considered pretty good, isn't it?

    Throughout this 15 hour time period, FB displayed my ad to only 10,000 people. this is something I can't understand, as the targeted audience is 6,000,000 + My bid was in the middle of their suggestion, and the CTR was pretty good.

    a few hours ago I've topped my bid to 0.85, nothing happened, only a few hundreds more ad reach. and two hours ago, I had topped my bid to 1.07 - over their max suggested CPC, and still barely received anymore ad reach.

    so I don't understand what's wrong, why can't I get an ad reach volume that correlates with the number of potential targeted audience, even when I bid over the max?!
    (I didn't pass my budget, so this can't be the issue)

    also, If FB forces me to bid that much just to receive exposure, that would kill a lot of potential campaigns as it would be harder to find a product that gives out enough commission to cover the CPC costs...
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  • Profile picture of the author FBCloakingScript
    In my experience,

    Bid HIGH, above the suggested bid. Don't worry, you won't end up paying what you bid, but it will get your good placement and that means higher CTR, which will result in a low CPC. Facebook uses what I'd call an "Early Winner" code, meaning if it thinks your ad is a winner, it will be shown more and in better placement. But if you bid low then there is no way it can achieve this. Make sense?

    The advantage to this strategy is of course good placement, good CPC and longevity. The down side is that you will spend more in the beginning. Usually FB will dump my ad budget for the day very quickly. The key is, don't pause your ad, let let it run for 24 hours. When your budget resets the next day is when you'll see a better CPC and start to see the benefits.

    Of course you need good copy and good images to make this work. Any CTR lower than .250% isn't worth my time

    Anyways maybe this will help you out. Good luck!
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  • Profile picture of the author ronrule
    ^^ Yes, this. Over-bid at first.

    You need to establish your baseline conversion rate. Forget about your budget for a little while, get as many clicks as you can, and see how they're converting.

    Once you know how well (or poorly) your page converts, then you can figure out the maximum you should bid.
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