Breakdown of a Profitable Facebook Ads Campaign

  • Published on : Nov 3 2009

With the latest backlash of articles coming up on TechCrunch about deceptive and scammy ways to make money on Facebook, I wanted to provide you with a full breakdown on how to create a successful CPA Facebook ads campaign. Step and step details on a campaign I had running months ago.

The best way to do this, is by looking over an old campaigns that I have on pause and aren’t running anymore. A lot of the offers I have on pause are still available, but I never went on to monetize them enough to bring in a higher ROI. This campaign in particular is just under a year old, but the offer is still running actively on ClickBank. The product is for an ebook on skateboarding tricks and easily gets passed through the FB Ads team. During this $300 test campaign, the ROI was around 10%, and that is with very little monetizing and real targeting. Yes, I know… 10% isn’t much of a margin, but this wasn’t monetized or split tested at all. Instead of continually tweaking this campaign, I moved onto others. Now it’s your turn to turn it into something better.

Setting Up the Ad Campaign
When I first setup this ad campaign, I’ll threw together a bunch of ad copies and spent a few hundred dollars to see what happens with it. Go ahead and use the ad images and text copies from my campaign and see what type of profit margins you can hit.

Here is the direct ad copy and targeting that was setup for the campaign. I go into more detail below. You can download the top four CTR ad images used here. (Ad1, Ad2, Ad3, Ad4). Recreate an exact copy of this campaign, or get creative with some new copy.

Campaign Stats
3,746 clicks
1,505,202 impressions
0.249% CTR
.08 average click
$301.14 spent

ClickBank Skateboard Stats: $330.21 Rev

Deep Targeting; Picking the Right Keywords:
No matter what type of campaign you are setting up, the key to success is in your “keyword targeting”. For this skateboarding campaign, I only targeted users interested in “skateboard” and “skateboarding“. Just off those two keywords, you are hitting 192,860 18+ users. I just went through and looked for new skateboarding terms and there are lot more to play around with. The list below contains a few keywords available on Facebook for targeting skateboarder.

FB Skateboarding Keywords: skateboard, skateboarding, skate, skateing, skateboardin, skater, skate park, skating, tony hawk, rob dyrdek, rob dyrdek skateboarder pro, rodney mullen, ryan sheckler

Getting a High Click Through Rate
If you are familiar with Facebook Ads, you already know that one of the biggest goals is to achieve a high click through rate. This is mainly a result of your ad copy text, ad image and your keyword targeting. The screenshot below shows my ad campaigns sorted with the top CTR% on top. Once you achieve CTRs in the .35%+ range, you can usually get clicks for pennies each. “Secrets of Skateboarding” was the best performing title. The top four CTR% ads below are a mix of the ad text shown at the top of the post, and the downloadable ad images.

Keep the Good Ads, Remove the Bad
If you prefer to setup your campaigns on a CPC basis, setup a ton of different ad copies and run them for a while. Once you have a good amount of data and impressions/clicks, pull out the best ads and moved them over to a CPM model. If you do this properly, you should end up getting clicks at a cheaper rate.

Finding the Right Offer:
The end offer I was promoting for this campaign was through ClickBank. If you go into the market place, type in “skateboard” and you will come across two ad campaigns. The campaign I was promoting, “Secrets of Skateboarding” was the better of the two… however you might be able to come across other skateboard training / affiliate programs elsewhere.

Secrets of Skateboarding pays out $14.33 per lead, and requires a credit card. This means you will need to get cheap clicks, as it was converting around 1 in 160 clicks for me.
view landing page

How to Improve Campaign Profitability:
As mentioned earlier, I just threw this one together real quick and wanted to see what numbers were produced. With new programs available like 4 Hour Affiliate, you could monetize the hell out of this campaign with age/gender sorting. I was targeting male/female 18+. Users under 21 are less likely to have a credit card, while users over 35+ are less likely to still be active skateboarders. Closing the gap and selecting an age range between 21-35 may bring much better results. Don’t forget to also sort by age. Another last peice of advice is to build your own landing page, before sending the user to the sales page.

I can’t promise you the same results, but this is the exact setup I had to obtain a small profit on the campaign. Take what I had running, and make the changes I recommended and it should work out for you. If I get some decent feedback on this post, I’ll do another campaign breakdown soon.

Zac Johnson
My name is Zac Johnson and I have been an online entrepreneur for the past 18 years and blogger since 2007. This is my personal blog and I welcome you to the site. In full disclosure, it is safe to assume that I am benefiting financially or otherwise from everything you click on, read, or look at while on my website.
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