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How we unnecessarily burned 20k with Facebook Ads

stackfield.com

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Re: How we unnecessarily burned 20k with Facebook Ads

#111

Post by AlBentley »

BinaryIdiot wrote: post #71
AlBentley wrote: post #21

Earlier quoted context omitted.

Our experience when trying this approach is 90% reply with 'lack of time' which is not the true reason but basically means the product didn't solve a major problem for them.

> which is not the true reason Wait, how do you know this isn't true? Maybe your product had so much friction that they just didn't have the time to learn it, get on boarded, etc. Seems weird to dismiss approx 90% of feedback you're getting from users as being lies.

We definitely do NOT dismiss it!!! It just means you need to spend a lot more time finding the real reason, or maybe you are getting traffic from the wrong group of people who have no interest in your product anyway.

Good example would be Product Hunt or Techcrunch as a traffic source, mostly useless for any testing as everyone on those sites is just interested in 'new products' or startups and is unlikely to be in your target demo.

Re: How we unnecessarily burned 20k with Facebook Ads

#112

Post by jakobegger »

blake8086 wrote: post #98
Waterluvian wrote: post #83

Earlier quoted context omitted.

Absolutely. I'm a picky user who will delete your app in 30 seconds if the setup path isn't obvious and reliable.

I think you're probably just a reasonable user.

Yes. If a company doesn't even manage to optimise the onboarding experience, it's unlikely that they optimise anything.

Re: How we unnecessarily burned 20k with Facebook Ads

#113

Post by pbhjpbhj »

wlesieutre wrote: post #35
pbhjpbhj wrote: post #4

>Surprisingly, Google Analytics reported only 28.818 visits by users who were redirected from Facebook during this timeframe – i.e. 8,81 percent less. From these users, 3.786 registered on Stackfield. // Hypothesis: Could that be pre-emptive caching - some browsers IIRC will fetch a page ready for display. GA could be showing displayed pages whilst FB are showing followed links? On the general situation, what's the r…

Do browsers really preload pages from random links in advertisements that I have no intention of ever clicking? That sounds like a terrible idea.

Step 5 here - https://support.google.com/chrome/answer/1385029?hl=en-GB.

Or https://developer.microsoft.com/en-us/microsoft-edge/platfor...

Looks like Edge only prefetches when specific link tags give prefetch prompts (Resource Actions per W3C specs) whilst Chrome appears to do things more speculatively.

Not sure about IE, FF and other approaches.

Re: How we unnecessarily burned 20k with Facebook Ads

#114

Post by calsy »

Macsenour wrote: post #108
calsy wrote: post #90

Earlier quoted context omitted.

Liking the page would require effort from the user and most are reluctant to deviate from their current thought process. Most people are on facebook to scroll down their news feed and maybe like a post or 2. There is no motivation for them to go to your page and just 'like' it, unless you have content that appeals to them. People are bombarded with advertisement all day every day, they simply feel no obligation to he…

I don't disagree with anything you've said... but... Since they already liked the post, I'm not picking random people on Facebook, I'm asking them to repeat what they just did. I think it comes to them just like a friend request.

I know it's not random, but liking a post does not mean a person is obliged to perform a further action for your benefit.

My understanding is an invite will just push a notification to a user saying 'Such and such invites you to ...'. Its different to a friend request as that has its own context where you accept, reject. People get notifications all day, so it's easy to understand why they might brush over an invite for some other content.

A little side note, someone liking your page doesn't mean they are going to see your content. Only 10%-15% of people who like your page will actually see your posts on their news feed. Have a read about it on the net, thats a facebook policy that's been in place for about 4 years now. If you want to extend your 'reach' you will need to boost your posts for a fee.

Sorry reply might come across as bit negative, I just wish to give you some realistic expectations. Keep doing what you're doing, keep promoting, keep growing.

Re: How we unnecessarily burned 20k with Facebook Ads

#116

Post by mrgreenfur »

shostack wrote: post #102
mrgreenfur wrote: post #30

Earlier quoted context omitted.

In truth, you should be doing this and modeling the results via attribution for every source of traffic. What if the facebook audience bounced right away and converted via google two days later? Disclaimer: I'm working on an attribution modeling tool, attribution.io

Are you doing anything with dynamic/data driven models? Or do you just focus on the same static ones as GA plus your static content models? Also, how do you handle view through and other harder to measure branding touch points? Do you integrate with things like DCM? My beef with most non-enterprise solutions (which I'd classify yours as based on pricing) is they are very limited, and typically don't do much of anythi…

All of my models are 'data-driven' in that they are computed directly from the visit & event data. I don't currently have models that change based on the data, but I could easily add them if you're interested in helping me define how they work.

I find one of the big problems with GA is that it doesn't show you the actual people that are included in the final attributed credit per channel/campaign, does it? Without this, it's quite a leap of faith.

I'd love to chat with you about your current practices; I still think there's still tons of room for improvement past the current models. For example, I'm experimenting with a model that gives credit to pages in addition to traffic source to help justify the cost of content production / optimization of which content is working and which is not.

Re: How we unnecessarily burned 20k with Facebook Ads

#117

Post by mrgreenfur »

crdb wrote: post #109
shostack wrote: post #102

Earlier quoted context omitted.

Are you doing anything with dynamic/data driven models? Or do you just focus on the same static ones as GA plus your static content models? Also, how do you handle view through and other harder to measure branding touch points? Do you integrate with things like DCM? My beef with most non-enterprise solutions (which I'd classify yours as based on pricing) is they are very limited, and typically don't do much of anythi…

I do have a few questions... Is there a way to do TV attribution beyond multivariate statistical learning models attempting to gauge the impact on other channels based on broadcast period? (i.e. treat the offline channel as a categorical variable) What is "dynamic" attribution modelling? Does this mean the attribution model changes depending on who you perceive the customer to be? What is the best way to do multi-dev…

I'm not who you asked, but maybe I can help with my viewpoint.

TV/Radio/Offline marketing can only be attributed via these statistical models (eg in the zip codes where the ads ran, did a bump in traffic or store visits happen). Although old fashioned, I think coupons per channel are a great way to get confirmation of the link between ad and purchase, it's less precise than digital tracking, but at least makes some concrete connections.

Multi-device tracking without a login can only be done by using a huge network of 3rd party data. E.g. if xyz company has cookies on everyone and they see a login on one site, then they equate that cookie as the same user across devices, effectively sharing the information with their clients. I think this is very shady and I do not use any data like this because I think it violates people expectation of privacy across interactions.

Re: How we unnecessarily burned 20k with Facebook Ads

#118

Post by jcsvyu789jh »

NicoJuicy wrote: post #54
jcsvyu789jh wrote: post #41

Earlier quoted context omitted.

I recommend you don't use the conversions/reach number as your primary KPI. From my understanding, you spent $100 on ads, and got 300 conversions. If a conversion isn't worth $0.33 to you, I would recommend re-examining your pricing structure and perhaps even model. I may have misunderstood what you said, in which case I apologize. My point is not to criticize your effort, or deny your experience, but to correct a pe…

I am not saying it wasn't a succes. But the success was because of the hype, not because of Facebook. We could have pulled this off on other platforms as well, we were 3 times in the news. But the success isn't as big as it should have been. We paid pennies and had something. But I wouldn't want to know how much we should pay when I'm an actual business and trying to get some traction through Facebook

One thing I have learned in SEM and paid social -- it's difficult to extrapolate experience across projects.

I've had projects, appeared nearly identical, similar ad copy, targeting, etc. One was wildly successful, one was a flop. Going in, I remember assuming the second would be a big success, but it absolutely wasn't.

There is no should, there is only what happened. It's very difficult to project with sufficient accuracy, the variance swamps all.

Re: How we unnecessarily burned 20k with Facebook Ads

#119

Post by Macsenour »

calsy wrote: post #114
Macsenour wrote: post #108

Earlier quoted context omitted.

I don't disagree with anything you've said... but... Since they already liked the post, I'm not picking random people on Facebook, I'm asking them to repeat what they just did. I think it comes to them just like a friend request.

I know it's not random, but liking a post does not mean a person is obliged to perform a further action for your benefit. My understanding is an invite will just push a notification to a user saying 'Such and such invites you to ...'. Its different to a friend request as that has its own context where you accept, reject. People get notifications all day, so it's easy to understand why they might brush over an invite…

I didn't take it as negative at all. Anything that moves the ball forward is good. Thanks for taking the time.

I'm looking for the next step to take when someone has liked a post, and inviting them to like the page seems to be the only option, which as I said, has limited results.

Your comments are helpful.

Re: How we unnecessarily burned 20k with Facebook Ads

#120

Post by crdb »

mrgreenfur wrote: post #117
crdb wrote: post #109

Earlier quoted context omitted.

I do have a few questions... Is there a way to do TV attribution beyond multivariate statistical learning models attempting to gauge the impact on other channels based on broadcast period? (i.e. treat the offline channel as a categorical variable) What is "dynamic" attribution modelling? Does this mean the attribution model changes depending on who you perceive the customer to be? What is the best way to do multi-dev…

I'm not who you asked, but maybe I can help with my viewpoint. TV/Radio/Offline marketing can only be attributed via these statistical models (eg in the zip codes where the ads ran, did a bump in traffic or store visits happen). Although old fashioned, I think coupons per channel are a great way to get confirmation of the link between ad and purchase, it's less precise than digital tracking, but at least makes some c…

Have you tried correlating visits from different devices from the same IP? E.g. if you get 2 devices from 3 St John St within an hour, then the same 2 from The IBM Building again within an hour, you can make a fair assumption that's the same person (you need the second site to isolate family members).

I've never implemented this - never had the time nor clients who wanted it enough - but have always wondered whether it might work. Maybe later this month. In declarative SQL, naturally.

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