#general-chat
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I have a dogs chew product that I started on Meta ads with. I've spent $200 on CBO with very simple ad creatives focusing on different angles to see which one wins.
Here are the metrics so far.
CPM = $80, this seems super high?
CTR = 4%, not sure what to glena from this
CPC = $2.50
ATC = 15%
Conversion = 5%ish
ROAS = .7
Some of the metrics seem good but CPM and CTR are terrible (I think?)
Very limited spend so far.
Any suggestions on next steps? My thoughts are to improve creative to hopefully improve CPC?
This is also a potential for monthly subscription but not quite sure how much to add there in terms of LTV.
Hey alex - I commented in another channel but:
CPM: you're in a very competitive space which means higher CPMs
CTR: 4% seems very high / too good to be true (maybe you're targeting lower funnel audiences vs new traffic - high CPMs can also mean high intent buyer
CVR 5%: also very high and I would not use CVR as a metric to go by as the person you're targeting will distort this figure, but a lower CVR doesn't mean worse if you new customer quality and volume is increasing.
ROAS: .7 - what's breakeven ROAS on first purchase in the business.
Focus on creative diversity but keep focused on your core problem solution.
Angle 1
• create different types of content around this for all placement types:
◦ founder educational video
◦ UGC videos
◦ testimonials
◦ carousels (5 reasons why___)
◦ testimonial static
◦ statement problem/solution headline static
◦ comparison
◦ etc
I would try and create 8-12 ads around the core problem inside one ad set, and then if there is another problem, do the same for another ad set.
If you want to create 3 variations of each ad, stick them in a FLEX ad so it's still '1' - there will be less feedback in terms of what is working, but I'd focus more on getting reps in on creating content and ads vs analysis at this stage.
Then speak to customers, find out what they like, don't like etc. Use that in emails, ads, landing pages to speak to the customer in their language.
Here is how I really like to think of things... if you had a physical store and someone walked in, what would you ask them, what would you tell them to keep them interested, how would you compare you to others out there, etc.
I often see brands skip the basics and forget the customer is not stupid. Try not to trick and be real.
Happy to have a call if you need some help - no money needed or anything. I have a dog as well so a customer in the space
Hi Fergal! Thanks for the response!
As context: Targeting has been broad, spend of $200
Are CPMs really that high? $80 seems crazy but I have no idea.
For conversion, I didn't quite understand. I feel like 5% conversion is solid out the gate. In theory should improve if targeting does?
Breakeven ROAS 1.4ish
Noted on the other thoughts! Thanks!
Sure, I'd love to chat. Should I DM you?