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Spent $1500, 1 sale at $200
Posted here two weeks ago about metrics not being great from Facebook ads agency, we’ve spent $1500 and only one sale. Our product is $200, our website is completely optimized from a UX specialist, CRO was implemented, testing different landing pages, pop ups, etc. we spend $100 a day testing. We have two promotions going. Add to carts: 15, initiated checkout: 3. About 70 people going to the site every day. We’ve been running for two weeks.
Their CPC is over $6. Their CTR is 1.25. I’m worried they’re not targeting the right audience or outsourcing their ads manager to someone else. We’re looking to scale to 50k in spend by October, but with no results, we are discouraged.
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1 Reply
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Hi I might help you here I can look at the ad account. Just shoot me a message😉
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What are you basing your website being optimized from a UX & CRO perspective? Sounds like neither are true if you’re not making sales.
That being said, almost nobody I meet understands facebook ad targeting and almost everyone is doing it wrong. So that’s highly likely as well.
1.25 ctr isn’t terrible. Actually wort of decent but if they’re not converting you either have a targeting problem or landing page problem.
You need to figure out how to tell. And expert should be able to look at your ads and landing page/s and tell you.
but just with the stats – it seems like you have a cro problem on your website.
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If your UX and CRO is really that solid, it sounds like that’s just not a winning ad and/or it’s attracting the wrong audience. You also just started with FB ads, so FB might be unsure of who to target and there’s also the chance of them being bad at FB Ads but I wouldn’t necessarily say that’s the case off of the context you’ve given.
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How much are you selling from organic traffic? What is your average conversion rate without PPC?
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You should apply for an audit with another specialist to get an alternative opinion on your current agency’s position. Perhaps some friend of yours could do it for free.
Even with all the info you provided it’s not enough to make any specific recommendations.
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$1,500 is nothing, especially for a new account.
15 days worth of testing isn’t anything.
At most, they’ve been able to test 2 or 3 different ads.
If you’re worried about your agency’s performance this early on, then it’s probably a little too early for you to be working with an agency.
As for your concerns, targeting is mostly obsolete nowadays.
Sure, you can find some optimization opportunities with different audiences but, for the most part, a conversion campaign with a broad audience and decent ads should already generate some sales.
If not, you have issues bigger than your agency (your offer, your product, your prices, your understanding of your potential customers, etc).
Your agency should be helping you with these right now, not the targeting.
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Your product is expensive. At that price point you need to invest in consumer confidence. Im not going to tell you how. Just understand that you have to be willing to do whatever it takes to succeed online. Nice guys finish last!
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You agency failed you as a partner so far, I’d be happy to give you a free audit and potentially establish a relationship as a partner in your efforts. No pressure to work with me post audit.
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What are u selling?
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Only 2 reasons why you failed even after implemented best CRO practices on your site:
1) Good product, bad marketing
2) Bad product, good marketingHistory shown this over & over again. Some may successful at first, but couldn’t stand the test of time. You need both
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There are alot of things you should be doing when it comes to META ADS but most of this is content and media.
The truth is that you need to have a lot of them and proper account structure in order to benefit from the money-making machine META can be.
If you give us more info maybe we can help further.
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Optimization is an ongoing process. You keep on improving all aspects of your system until it reaches its goals. Clearly there are no optimization being done here.
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I totally understand that. The sucky part is they don’t allow you to advertise to groups. For example, my product is for new graduate nurses only and I’m certain I’d be able to get more sales if I could target the nursing groups. I was able to get 2 sales advertising it as a “gift” since it was graduation season but advertising it to everyone feels like just a waste. I spent $10/day for a week only though. Perhaps decrease your ad budget for Facebook and frame the ad differently. Pour the rest of your ad budget into other platforms. Have you tried TikTok? Have you advertised here on Reddit?
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Several concerns and questions. First, what category of product/service are you selling? You don’t need to be specific, but in general. Selling through ads on FB works for some categories but not others. Facebook is an entertainment platform, not a user research tool.
Fun, entertainment, being nosey, doom scrolling, whatever, your landing page needs to fit the user’s mood and intent. If your ad is earning clicks but you aren’t closing sales, look at your landing page. Is there a disconnect between the user’s intent on Facebook (fun, entertainment etc.) and the message or offer on the page?
What is the ad frequency per user? If you don’t know this you won’t be able to benchmark performance very well, frequency sells while reach only exposes and offers a handshake.
UX work and CRO are fantastically useful disciplines, but also easy to toss around as buzzwords. 90% of it goes out the window when advertising because you only get one pageview and 10 seconds or less to hook an ad visitor’s attention. You can’t optimize for conversions or maximize experience until you have their attention.
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