Что делать, если в кампании с CBO группа с самым дешёвым результатом не откручивается?
23.09.2021Довольно часто рекламодатели запускают РК с СВО, в которой задействуются две группы объявлений. В одной из них стоимость клика составляет, например, 3 руб. и именно она получает большую часть бюджета, а во второй клик стоит 1 руб., но данная группа практически не показывается. Материал статьи поможет разобраться, почему такое происходит и что можно предпринять в этой ситуации.
Содержание
По каким причинам СВО не экономит бюджет?
СВО – модель автоматического распределения бюджета между группами объявлений внутри РК в рамках оптимизации результатов. Поэтому сперва нужно запомнить, что СВО предназначена для распределения бюджета на оптимальный вариант по стоимости и количеству, но никак не на самый дешевый клик. Если сказать иными словами, то с этим вариантом ставка делается на эффективность. В СВО алгоритм работает таким образом, что средства расходуются на получение наибольшего числа заявок, лидов, кликов, конверсий по наиболее оптимальной стоимости. При этом стоит учитывать, что такая работа не всегда позволяет получать самые дешевые результаты.
Читайте также: Обзор всех способов отслеживания рекламной кампании Facebook
Если деактивировать лидирующую группу, на которую расходуется основная часть бюджета, то это вовсе не будет означать, что теперь увеличится количество кликов по 1 руб. В данном случае стоимость клика в более дешевой группе увеличится, поскольку по 1 руб. в конкретной ситуации кликов гораздо меньше, чем по 3 руб.
Какой существует выход?
Если в вашей кампании с СВО группа с самым дешевым результатом не показывается, стоит прислушаться к рекомендациям специалистов и предпринять следующие шаги:
- Найти более эффективную связку.
- Повысить CTR.
- Расширить выборку.
- Провести работу над предложением и коммуникацией.
- Протестировать аудитории и креативы.
Читайте также: Проверенный способ тестирования таргетированной рекламы с ограниченным бюджетом
Все эти шаги направлены на то, чтобы уменьшить стоимость результата в лидирующей группе. Иных вариантов не существует. Вы можете проводить также свои эксперименты, но, вероятнее всего, они не дадут каких-либо существенных результатов, а время и средства будут потрачены зря. Поэтому лучше придерживаться советов специалистов. Оптимизация бюджета кампании в Фейсбук является довольно мощным инструментом, но для работы с ним нужен опыт и понимание всех нюансов.
-> ЛУЧШИЙ TELEGRAM-КАНАЛ О НАСТРОЙКЕ ТАРГЕТИРОВАННОЙ РЕКЛАМЫ <–
Практикующий таргетолог и автор двух практических курсов по тергетированной рекламе.
Ответить
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