When I started doing Facebook adverts for my online business, I logged in set up all my targeting options and daily budget. I set up the ad to appear in the right hand column on the Facebook home page, in the news feed and targeted it to appear in every first world English speaking country. USA, Canada, UK, Ireland, New Zealand and Australia. I set the landing page to the subscribe page on my website and let Facebook do its thang. Initially the response was really good, I think on the first few days I got up to 30+ subscribers at a cost per action of approx £1.20, which I was fairly pleased with. However over the coming days my ad attracted less and less new subscribers and the cost per action began to go up. Eventually the cpa became too much and I decided to pull the ad. What was happening was that the people who I was targeting were developing “Banner Blindness” to my ad and as a result my ad quality score was going down. Facebook were probably showing my ad to people outside of my target audience which was damaging to my click through rate. Which in turn would start raising the amount that I would pay every time someone would click on my ad. After I turned the ad off, after a few weeks I turned it back on again. It then repeated the same cycle that it had done previously. I got plenty of leads for a low cost but again over the next few days the cost went up and the lead amount came down. What I have decided to do is to freshen my ads up as often as possible. Maybe I should use a different Facebook page for the newsfeed adverts and also try and change up the landing page as well. Time will tell if it works. If you join the Digital Experts Academy today, we will teach you how to use Facebook advertising effectively. CLICK the link below to subscribe to this newsletter and get our free training course. - See more at: krisblundell/facebook-ads-can-go-stale/#sthash.nyZeK4PE.dpuf
Posted on: Wed, 16 Oct 2013 20:11:31 +0000
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