Breakdown of a Profitable Facebook Ads Campaign

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  • 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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    Great Post. I was looking for information on how to generate revenue on facebook. This helps

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    Sometimes you can create a better landing page vs. what the current advertiser has. In the example of Facebook, it would be a good idea for geo-targeting. ("Want to be the Best Skater in "STATE NAME"?) Best regards, Katya, CEO of burn

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    A very good post, but website owners, however much traffic they buy, should also work on SEO. It takes time, but proves to be a good long term strategy.

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    To tell the truth, I'm a bt tired of reading about Facebook and its possibilities for earning money. I think one needs to write a book smth like "1000 and 1 way to use facebook."

  • RC

    That’s an example of risking a whole lot of money for a whole little profit if that.

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    Thanks for the tips. Facebook is a very great platform for promoting and marketing your business. Soon it is going to stat a story based ad format.

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    I think ad campaign are useful for generating more traffic.

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    What is funny is how we're talking about avoiding deceptive practices and we get this. Ok, it's not a scam but dude wtf. Unlock every single trick in under 8 weeks even if you've never skated before. It's almost as bad as get rich quick schemes. It is deceptive as fuck. Anyone who's ever skated can tell you that ain't gonna happen. Guess it's the most profitable campaign though, selling bullshit.
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    You have just summarized a marketing strategy I have been working on. Thanks for making it clear.
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    A very good post, but website owners, however much traffic they buy, should also work on SEO. It takes time, but proves to be a good long term strategy.
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    Using Facebook is the online equivalent of staring at yourself in the mirror, according to a study
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    Zac – thanks for this! I love that your advice always comes with your personal experiences, screenshots and all. I feel like I know way more about making money from facebook now, and you're the cause!! :D

    ~Laurie

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    Great article with lots of good points. My friend's website has been trying to build a bigger base on FB so I'm going to share these with him.

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    I am really impresses as to how you are making money on these social networks… where did you get your training or is this something that just comes to you?

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    I am glad you posted this, I have noticed a lot of 'scammy ways' as you call them of people advertising on Facebook. Stuff like that makes me want to delete my profile altogether! (well maybe not something that drastic but it is annoying). Good ad usage on FB can be very profitable though.

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    Great analysis! This is very helpful! I can do this with my current FB ads. Thank you.

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    Its good stuff, love to read more…don't have much idea about adds

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    Apparently, Facebook ads are not very effective.

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    we Have started a new blog and we'll purchase some facebook ads it is a good tactic?
    thanks for sharing this awesome post :)
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