Solved: High CPC and Low CTR on Meta Ads for Carpal Tunnel

Hi there,

Thanks for getting in touch. I'm happy to give you some initial thoughts and guidance on your Meta ads for your carpal tunnel product. It sounds like you've hit a bit of a wall, so let's see if we can unpick what's going on and get those CPCs down. I think I can definately help. As a start, here are a few suggestions.

We'll need to look at the landing page

That difference between your CTR (All) and your link CTR is the first thing that jumps out. A high CTR (All) suggests the creative itself is doing its job – people are seeing it and finding it interesting enough to engage with in some way. But the much lower link CTR tells us that when they click, something isn't quite right, and they're not making it through to your landing page. A lot of the time I find that the issue is the page isn't congruent, or doesn't meet the offer advertised in the ad.

First up, make sure the offer or promise in your ad is *immediately* obvious on the landing page. Is the headline a clear match? Does the page load quickly? Is it easy to navigate on mobile (where a lot of Meta traffic comes from)? If there's any friction or disconnect, people will bounce.

I'd also be looking at things like page speed and mobile optimisation. Use tools like Google PageSpeed Insights to check how your landing page performs. A slow-loading page can kill conversion rates, especially on mobile. And make sure the page looks good and functions flawlessly on smartphones. You may need to make some changes here.

You can A/B test two pages againt each other to see if it will help. I'm sure it will.

I'd say you should narrow down the audience

A $2.19 CPC suggests your audience targeting might be a bit too broad, I'd also say. When you're casting a wide net, you're inevitably showing your ad to a lot of people who aren't really interested in your product, which drives up your costs.

Think about who is *most* likely to buy your carpal tunnel product. Are they a specific age group? Do they work in certain industries? Do they have particular hobbies or interests? This is the type of thing you should consider when picking a narrow target audience.

I'd recommend layering on interests and behaviours in your ad set targeting to narrow things down. For example, you could target people who are interested in things like "ergonomic keyboards", "wrist supports", or even specific conditions like "arthritis". You can also use lookalike audiences based on your existing customers (if you have any) or website visitors. These can be really effective for finding new people who are similar to your best customers. It's a total life saver.

A quick example, we're currently running a campaign for an HVAC company and find that targeting people who have liked competitors pages or similar has been great.

You probably should test different ad creatives

You mentioned you "ripped" an ad that worked for another brand. While it's tempting to copy what works, it's important to remember that every brand and audience is different. What resonated with one group of people might not resonate with another. Or it may just be fatigued.

I'd experiment with different ad formats, angles, and copy. Try videos, images, and carousel ads. Test different headlines, descriptions, and calls to action. Focus on the benefits of your product, not just the features. Why should someone buy *your* carpal tunnel product? What problem does it solve for them?

Think about creating some user-generated content (UGC) style ads - these can work really well because they feel more authentic and less like traditional advertising. You could even reach out to some customers and ask them to create short video testimonials.

If you look at all the eComm clients we've worked with, from subscription boxes to apparel, they've all had to run through multiple iterations of creatives to see success. Nothing is set in stone, so don't be disheartened.

You'll need to be patient with the algorithm

You said you're "just trying to see if the product works and the algo finds the right people". I understand that, but the Meta algorithm needs time and data to optimise properly. $58 spent isn't really enough to draw any firm conclusions.

Give your campaigns more time to run and gather data. Don't make knee-jerk reactions after just a few days. Let the algorithm do its thing. I'd also suggest setting up conversion tracking properly so you can see which ads and audiences are actually driving sales.

Make sure you are tracking all the correct KPI's here, such as cost per add to cart, cost per initiate checkout, and cost per purchase. This will let you know which part of the funnel is suffering, allowing you to tweak where you need to.

I've detailed my main recommendations for you below:

Right, that's a lot to take in, I know. Scaling is a constant process of testing and improvement. Don't be afraid to experiment and try new things.

Now, you could implement all these changes yourself, and maybe see some improvements. But let's be honest, this stuff can be time-consuming and complicated. You're running a business, and your time is valuable.

That's where someone like us can help. We've got years of experience running Meta ads for all sorts of businesses, and we know what works and what doesn't. We can take all this off your plate and get you the results you're looking for. One of our software clients recently saw 5082 software trials at just $7 per trial.

If you're interested in exploring that further, we offer a free consultation where we can talk about your specific needs and goals. Just let me know and we can book something in.

Regards,

Team @ Lukas Holschuh