51–60 of 122 posts
I 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! C…
The first thing to understand is how different Facebook metrics are from your metrics.
Clicks on Facebook Ads are not visits, for instance, and the drop-off you're seeing is just normal.
Then, Facebook allows to track many events that can help you acquire the right people, including the one who stick, whether your product is B2B or C. There are 1.7bn people on Facebook, meaning getting the right ones is more than possible.
Experience is key, I work in the field and I can already tell you that your ad and bidding options were probably not good enough to get the right users. You basically asked Facebook to drive traffic to your website, never to generate long lasting customers... so to me, Facebook did what you asked for.
If you want to be successful on Facebook, you must use their Pixel, and optimize towards events that define success for you.
Place the Pixel on your site now, even if you don't plan to buy ads on Facebook right away. Set some standard events on key pages (e.g. purchasing a subscription or similar). This will help you for the next time, as you will be able to create lookalike audiences based on your best users. This audience, ANDed with some interests will allow you to target your ads to the right people. Combining this with a good ad, and a good bidding option (e.g. oCPM optimized towards subscriptions) will probably lead you to posting much better results on your blog next time.
Lookalike Audiences: https://www.facebook.com/business/help/164749007013531
oCPM: https://www.facebook.com/business/help/494633817315490
How do you spend 20k on marketing without testing conversions with a smaller budget first? They could have spent 300, noticed it didn't bring in anywhere close to 300 in sales, and aborted. How I picked 300: They're charging 20-80/mo for the product. Assuming they're willing to pay 100 to acquire a user that hangs around for a while, by the time they spent 300 they'd know if they picked up at least 3 users or so. Les…
That doesn't really work on pay-per-click type models. You need to be acquiring 100+ customers before you can really measure properly.
If spending 300 didn't bring in at least 3 users over a week, that advertising was never going to work. If it did, then you go up an order of magnitude and test again. Never scale more than one order of magnitude at a time.
In my experience, facebook is for marketing ( getting your name out). Google is for results ( We had a facebook page with Pokémon Go, where we had 6 events in theme parks. We did it all with facebook and a website... None the less, i seriously changed my opinion about Facebook considering ads. It's not worth it ) We had a reach of 320.000 people with only 100$ spend on ads ( because of the hype it was really cheap an…
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 $0.33 to you, I would recommend re-examining your pricing structure and perhaps even model. I may have misunderstood what you said, in which case I apologize. My point is not to criticize your effort, or deny your experience, but to correct a pe…
But the success was because of the hype, not because of Facebook. We could have pulled this off on other platforms as well, we were 3 times in the news.
But the success isn't as big as it should have been. We paid pennies and had something. But I wouldn't want to know how much we should pay when I'm an actual business and trying to get some traction through Facebook
In my experience, facebook is for marketing ( getting your name out). Google is for results ( We had a facebook page with Pokémon Go, where we had 6 events in theme parks. We did it all with facebook and a website... None the less, i seriously changed my opinion about Facebook considering ads. It's not worth it ) We had a reach of 320.000 people with only 100$ spend on ads ( because of the hype it was really cheap an…
300/320.000 is 0,09%, and not 0,00009% .
I 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! C…
Earlier quoted context omitted.
That doesn't really work on pay-per-click type models. You need to be acquiring 100+ customers before you can really measure properly.
You can't measure "properly". You can measure enough to know that you'd be blowing it if you spent 20k. If spending 300 didn't bring in at least 3 users over a week, that advertising was never going to work. If it did, then you go up an order of magnitude and test again. Never scale more than one order of magnitude at a time.
>, 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…
Yeah. We do grant writing for nonprofit and public agencies (see http://www.seliger.com if you're curious), along with some small tech companies, and for us ads that target conventional consumers are useless. We did find Google Adwords useful for many years, but over time its effectiveness has declined to the point where we stopped using it. We've tried some advertising in other domains but found them ineffective too. A lot of our traffic actually comes from search queries that pull up blog posts.
I think the larger point is that what works today may not work tomorrow.
I 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! C…
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
Unfortunately your website was less than informative. Any chance you could provide some more details around your approach and methodology?