Bumped the daily budget from $35.70 to $100
| Statics campaign | |
| Videos campaign |
Why I did it
- At $35 a day we're basically shooting at the ocean. We were getting like 16 clicks a day, and that's not enough for Meta to figure out who to show these to, and it's not enough for me to learn anything either.
- Meta wants around 50 conversions in 7 days to get out of learning. We're nowhere near that, so the only way to get closer is more spend. I've said from the start we really need $150 to $200 a day with this many ads, so $100 is the step toward that.
- It also matters for the click ID fix the dev just pushed. I can't prove it's working until someone clicks an ad and then books or buys, and at 16 clicks a day that's maybe once every day or two. More clicks means I find out way faster.
- I gave videos the bigger share of the raise. I went through both campaigns since launch: videos are getting clicks for $2.37 vs $2.86 on statics, and 1% of people who see a video click it vs 0.6% on statics. Videos got 3 leads and bookings from people who actually clicked on $93 of spend. Statics got 4 on $223. So per dollar, videos are doing better on the stuff that comes from real clicks.
- Statics still get more money overall because Meta is crediting them with most of the sales so far (6 of 7). Those are all view sales though, nobody clicked first, so I'm not over-weighting them.
What to expect
This is a big jump so Meta's going to relearn for a few days. Cost per click and cost per lead will probably be bumpy until around Nov 7. That's normal, don't panic if a day looks shitty.
When I look again
I'm not touching anything for 3 days. Nov 7 I'll go through cost per click, bookings and sales from people who clicked, and which ads Meta is actually putting the money behind.