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Good points well made and no offence taken at all. In our particular industry there are some large (wealthy) incumbents who bid silly prices for the keywords t

Good points well made and no offence taken at all. In our particular industry there are some large (wealthy) incumbents who bid silly prices for the keywords that convert. It's a race to the bottom, with Google the ultimate winner. Our CAC was infinitely higher than the LTV of paying customers permitted on Adwords as a channel, so we had to ditch it. We did try the usual things, landing pages with unique copy, split testing ads, split testing landing page copy, negative keywords, retargeting and so on but as the OP discovered just didn't convert. I should add that when I say it didn't convert - what I mean is that we have other channels that convert at a much lower CAC, and so we have doubled down our efforts on those instead :) Google doesn't need any more of my money! Facebook - We probably could have spent more time and money on before writing it off but again, we have other channels that are working and so didn't feel the need to push on with Facebook. In your experience does Facebook do well for B2B products like ours?

shostack 10y ago
Can you give a sense of what size budget you tested with and how much data you collected? Tests that are too small to deliver statistically significant results are something I see quite often. For FB, think of it as a place to connect with your audience. You probably aren't going to see a lot of click-based performance, but there might be a strong view-through correlation since it is very similar to display in that regard. So if you are trying to raise awareness of HR people for example, you can probably target them pretty easily on FB, and if you give them shareable content, that can help be a force multiplier since you won't pay for the shares. You just have to be clever about your targeting, and even more clever about how you are measuring things from an attribution standpoint. If you are expecting it to perform well on a last-click basis, you'll likely be disappointed.

shostack 10y ago

Can you give a sense of what size budget you tested with and how much data you collected? Tests that are too small to deliver statistically significant results are something I see quite often. For FB, think of it as a place to connect with your audience. You probably aren't going to see a lot of click-based performance, but there might be a strong view-through correlation since it is very similar to display in that regard. So if you are trying to raise awareness of HR people for example, you can probably target them pretty easily on FB, and if you give them shareable content, that can help be a force multiplier since you won't pay for the shares. You just have to be clever about your targeting, and even more clever about how you are measuring things from an attribution standpoint. If you are expecting it to perform well on a last-click basis, you'll likely be disappointed.