Facebook Case Study Part 2

This is the second part of my Facebook ads case study, and boy have I learned a lot!

Obviously, if you've not read part one, go and do that first. You can read it here.

To recap, this case study's goal is to try to find a scaleable way to make money off Amazon sites from Facebook paid traffic.

The emphasis is on scaleable, because having something that I can cut and paste into different Amazon sites and niches, and something I can share with my audience and customers, would be a very powerful thing indeed.

For instance, I KNOW that I can make money by sending Facebook traffic to an opt-in and through an email funnel. We don't need a case study to figure that one out. Same goes for using re-targeting pixels, unless they are used in a way I've not tried before.

I also know that being able to find a pain point, press home that pain point, and then recommend a solution is the key to success.

However, I also wanted to find out if I could simply match a product with an audience and get conversions that way. Imagine if you didn't have to spend hours researching your customers before getting them to buy something. Wouldn't that be great?

Of course, that's the holy grail, but is it real, or is it a myth..like the holy grail?

Before we continue, let's take a look at the quick stats for last week's campaign, afterwards, I'll explain what I did, what I learned, what I tweaked midweek, and what I will do next.

Stats At A Glance

Ad Sets Run: 2

Money Spent: $71.75

Reach: 5,248

Clicks To Website: 162 (3% of total reach)

Cost-Per-Click: $0.45

Cost-Per-Click Of Best Performing Ad: $0.42

Clicks To Amazon: 50 (30% of website clicks)

Amazon Sales: 0

Profit/Loss: -$71.75

As you can see, the campaign so far has been pretty negative. However, this IS pretty much what I expected. If you remember, my target for week 1 was simply to find the lowest clicks possible, and while I probably didn't find THE lowest possible, I did get to test a few things.

The positive is that 30% of people who clicked the ad also click through to Amazon. This means nothing without conversions though.

What I learned:

  • It's definitely better to test multiple images for the same ad (I don't mean a multiple image ad, but split-testing different images).
  • PPM can produce cheaper clicks if you find a great image, otherwise it costs more.
  • People like to share and comment on your ads, which can get you some bonus views and clicks.

One Large Mistake

I only realized this while reviewing everything for this post, but I had actually messed up my main affiliate link on the landing page. Instead of linking to the best sellers page for the product I was targeting, I had somehow only linked to the best-sellers page for the Sports + Fitness category.

The product I'm promoting isn't even IN that category. I have no idea how I copied the wrong link to my clipboard, but I sure pasted the wrong link in.

Suddenly 50 clicks and 0 conversions doesn't seem so bad, because if they had gone to the right Amazon page in the first place, maybe some of those 50 would have bought something!

What's Next

Even though I feel slightly annoyed and like I should extend week 1 for another few days because of my link issue, I will still move on with step 2.

Test 1: My original landing page was a bit bland and just listed a few features of the products, then gave a link to the best sellers. Below is an example of the type of thing I used. Note, this is not the product or niche I was promoting, but an example of how “general” I had set up the promo.

Instead of recommending one specific product like in this example, I put a link to the best-seller list and explained some general features. Nothing special at all.

Moving forward, I will try something more specific and link to the three best products in the niche, with a kind of “Good, better, best” comparison table. I will include a link to the best seller page as well, below the table (Hopefully the right best seller page this time!)

I'm pretty sure that doing this will get a higher conversion rate than the previous landing page, so I will test that for sure.

Test 2: I'll also still be testing the ad copy itself, because I'm sure I can get cheaper clicks (whether from PPC or PPM), and a better fit for the product.

Test 3: A different angle. As there isn't a particular pain point for the audience when it comes to this niche/product, it might be more successful to try a different angle, and target people looking to buy the product as a gift, or something more seasonal. This may be something I don't try until week 3 or 4 though.

Next Update

I will publish the next update either on Sunday or Monday again, and hopefully will have something more positive for you. I'd like to say thankyou to all the people who commented on the last post or emailed me with suggestions. I've already learned a lot just from this one week and your contributions.

Keep it coming!

8 thoughts on “Facebook Case Study Part 2”

  1. Hi Bryon,
    As i said before. Try the CPM Model and start with 3 images for one Ad.

    The offer (the product promoted) and the landing page play a big role on the conversion as well even you have a good CTR.

    When i started those case studies (That i shared on NicheHacks Group), we targeted only 1 Audience with $20-$50 budget as a test before starting scaling the things up.

    Mohammed Elkhiyati

  2. Bryon, I found an interesting side benefit of using FB ads to drive traffic to a website sales page was that I got a ton of “likes” for my FB page that promotes my website. I realize that building likes for a FB page is not as profitable/important as it once was but there is still some inherent value for audience building. Is this a metric you are tracking?

  3. Hesham Elkouha

    Thanks for the case study, really interesting. One quick question about Tracking; how to track weather the click to Amazon was from a paid or organic visitor? Thanks

        1. How would you track the results if the page was indexed? I think this is what a lot of us struggle with – effective tracking of amazon affiliate sales via Facebook ads that direct to niche sites with traffic coming from multiple locations.

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