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How we unnecessarily burned 20k with Facebook Ads
11–20 of 122 posts
Re: How we unnecessarily burned 20k with Facebook Ads
#12"Facebook might be the wrong audience for a B2B tool" sounds most likely.
I think so too. FB seems more appropriate for B2C products, particular ones that are commodity.
Re: How we unnecessarily burned 20k with Facebook Ads
#13> Even these users churned after a short time. Why is that? We do not really know! You need to know this, and knowing it is as easy as asking. I e-mail every single person that cancels their subscription, and ask why they cancelled today and what we could have done to better serve them. I don't measure the response rate, but I write every mail personally and read every response, so I can tell you it's well over 50%.…
I am curious how you have used the information to change your product to reduce the churn? What are the results? How would you scale this if you had a larger customer based?
(Separately I am always amazed at how larger companies do a lame attempt at the same thing by expecting me to fill out a long survey with simplistic categories after a luxury purchase where they could clearly afford to give the person touch and show actual interest in my answers).
Re: How we unnecessarily burned 20k with Facebook Ads
#14>, Facebook may just be the wrong audience for a B2B tool.
Well, at least you can say that the 20k € was spent to learn that signups from Facebook have a near-zero retention rate. (That's not meant to be a flippant comment.)
A lot of successful websites seem to know (or learned) which market channels bring in the right customers.
For Stackoverflow.com: most traffic comes via referrals from google.com searches -- but not facebook
For Craftsy.com: it's referrals from Facebook -- but not google search queries
For a project management tool like yours, neither Google Adwords(1) nor Facebook newsfeed ads will work. Maybe a strategy such as hosting for free a high-profile open-source project so your brand gains mindshare. Then it may attract non-open-source paying customers.
That subsidy strategy for non-profit customers is not foolproof (as it didn't seem to help BitKeeper) but it did seem to work for Github.
(1) I suppose you could try running an AdWords campaign on keywords such "project management" and related competitor keywords such as "Jira" and "Microsoft Project" -- but I doubt you'd get quality clicks from it
Re: How we unnecessarily burned 20k with Facebook Ads
#15I wanted to call this out:
We solved the first problem through a separate tool, which labels the user with the originating source when registering.
Yes, yes, yes, and yes. If you're spending any significant amount of money on advertising, you need to be doing this. Don't rely solely on third-party cookies and session unification attempts. If you have a USER table in your database/crm, add the five UTM fields to it! Conversions for most businesses are a multi-day and, often times, multi-device process.
Re: How we unnecessarily burned 20k with Facebook Ads
#16If the poster is here, may I ask – who does your illustrations?
A quick Google have me this link : https://dribbble.com/stackfield
Re: How we unnecessarily burned 20k with Facebook Ads
#17Perhaps they could improve their offer, ads, funnel, landing page, image, or a variety of other things..
Yep. The whole user flow for a Facebook lead might need to be different. I try and treat acquisition channels as differently as possible, within reason. For example, your organic traffic may behave completely differently than your Facebook Ads traffic and that may be happening for a variety of reasons. Organic traffic is targeted and active. Someone was likely searching for something highly related to your product. The same goes for paid search traffic. However, Facebook and other display ad traffic is passive. You're targeting someone who may be interested in your product but they aren't actively seeking it out. Those clicks are much different! I'd probably throw a much heavier sell at those people and make sure your actively on-boarding and engaging them to use the product throughout the trial period. They are likely to be far less motivated than other types of traffic, so it's your job to get them motivated!
Re: How we unnecessarily burned 20k with Facebook Ads
#18I'm just about to start my first round of facebook ads for my b2b startup. I was wondering what worked best for you? I read your post and you mentioned users from sources such as Google... what else worked for you?
Re: How we unnecessarily burned 20k with Facebook Ads
#19I'm just about to start my first round of facebook ads for my b2b startup. I was wondering what worked best for you? I read your post and you mentioned users from sources such as Google... what else worked for you?
Re: How we unnecessarily burned 20k with Facebook Ads
#20I think facebook works for people that sell products that are revelant to a person's friends. Even if you need a tool to store local files encrypted do you college, or high school friends need this? If not you probably wont share it and the viral effect will not happen.