In August, there was a case-study contest I decided to participate in. You had to advertise a game offer on Facebook with a $200 budget. The contest ran for 2 weeks. This was my first real attempt at advertising with Facebook Ads.
When I learned about the details of the contest I instantly knew what offer I was going to run. I promoted Wizard 101. I had huge success on this offer with PPV, so I decided to port it over. I targeted both Males and Females 13-17 and targeted 18-25 separately. My ads were very generic. I wanted to test how well they’d do before going at it at an angle.
As for bidding, I kept mine at $0.50 despite the high suggested bid prices.
To fast-forward a bit, those ads didn’t perform well. They received clicks but the conversions were close to none.
I decided to go at an angle with my ads. Since I’m promoting a game about wizards, I thought about what things I could add to my ads.
When people hear wizards, what do they think about? Harry Potter! But if you keep up to date on pop-culture, there’s another celebrity that’s gotten a lot of press and is associated with wizards. Yes, I used Selena Gomez. Funny thing is, is that she actually did promote the game awhile back. So, I searched for images and made new ads to test.
After running those ads, clicks and conversions went up significantly.
Unfortunately, I still was not able to profit despite the changes I’ve made. I kept with those ads because they seemed so promising. I thought I just needed to fine tune them. To start, I paused the ads targeting ages 18-25 because the magic just wasn’t there.
To the existing ads, I targeted by interests, which were Selena Gomez and Justin Bieber.
I let the ads run for a few days and paused the ones that weren’t performing well, and I was left with 3 ads.
I let a few days pass and I still was not seeing any profit. I paused all my ads to analyze what was going on. I realized that I needed get my CPCs down lower. To further close the profit/loss margin, I requested and received a pay bump on the offer. Now, I had to figure out how I was going to lower my CPCs. I tried experimenting with daily budgets and lowering my bids after my CPCs drop. Raising my daily budget helped a bit because it allowed my ads to receive more impressions and clicks.
In the end, I was unsuccessful at making my campaign profit. I was nearly at a -50% ROI but I did gain a significant amount of knowledge. I learned that it wasn’t impossible to advertise on Facebook it just takes work. I was also very happy with my ad approval ratio. Only 2 ads I submitted were disapproved. Perhaps my flaw was in not split testing other ad copies because a high CTR (Click Through Ratio) is key to lowering CPCs.
In all, I generated 88 leads, $103.75 in revenue, and spent $200 receiving an ROI of -48%.
In addition to the contest, I was also testing other game offers on Facebook and received similar results. My total Facebook ad spend in August reached over $400. I’m putting off Facebook for awhile and sticking to PPV for now where I have had success.
Don’t let my campaign discourage you. You can find still find success on Facebook. You just need a strong budget, creativity, and patience.