My thoughts on how to improve the CPC of non-emotional products on Facebook

 

My thoughts on how to improve the CPC of non-emotional products on Facebook

Now I am doing a consulting project in Germany. This is a customer selling a product that everyone needs and is priced essentially differently than the competition. It's one of the most complicated things you can sell with Facebook ads because it's completely devoid of emotional elements.

The sport you are practicing now is performed with brutal force. Large budgets that reach critical traffic pay 2 to 4 euros per click. In my collection, I pay a little more than that, but in cents. Obviously it is comparing apples to oranges, because in one case I have a 100% emotional product that is very precisely segmented and in the other case it is the other way around.

Some things have been tried in the past, but they are not 100% consistent from my point of view, and I throw in the towel at the slightest difficulty along the way. Anyone who knows me knows I'm stubborn, so I came up with a plan to optimize cost per click and micro conversion (cost before sales).

Index

1.    Revolutionizing the tokens Changing the results

2.    I plan to be able to change Facebook advertising strategy

Revolutionizing the tokens Changing the results

In an environment where everything is focused on conversion, it's hard to argue with content marketing. "Yes, yes, that's great, but we need short-term results." Everyone wants to sell, but no one has the patience to buy from you instead of selling to them. If Mohammed doesn't go up the mountain, Mohammed goes up the mountain, so I have to find a middle way.

While realizing that to get a completely different result you have to do completely different things, in most (big) organizations they prefer to keep doing the same thing but with more resources in the hope that brutal force will fix everything. For the most part, money can do wonders, as long as no one asks about the ROI of all this, it is confirmed that everyone is following the established path.

I plan to be able to change Facebook advertising strategy

I am preparing a campaign to capture the attention of the user by adding value before trying to sell him anything. It doesn't take a genius to love this, but that being said. In some environments, when you hear the answer "we tried and it didn't work" several times, it's not so easy to use common sense.

The idea is to take advantage of what has worked best in the last decade, first in blogs and now in social networks in general: rankings. When someone reads "Top 10 of…" he forgets his sanity and clicks like hypnotized. Okay, I'm exaggerating a bit, but you get where I'm going.

Sorry I can't give you all the details, but my idea is to link the classification to the product. If you sell car insurance, you can make a ranking like "100 most stolen cars in 2019. Do you have it too?"

With the direct sale of the product (insurance) to attract users, you can earn a lot of money, although 2-3 euros would be cheap for this topic.

If you capture users through content, you can create a scenario that converts them into leads through questions. E.g. You can add the average price of insurance for each model. If you are a low cost company, it may be cheaper, so you can get a percentage x to keep your data.

My situation is not insurance, but very similar. As always, I will keep you informed of my progress. I will have a small test budget of 5,000 euros to see if my hypothesis works.