how to use data to lower your facebook cpa: emetrics summit

Using Data To Lower Your Facebook CPA

Who Am I?

@benharper87 Co-founder Datify [email protected]

@datifyuk | www.datify.co.uk | (+44)1733 865094

Who Are Datify?

We’re a data driven digital marketing agency with specialisms in social, data & search


A Three Step Process


The Process


What Can Be Achieved?


Facebook Revenue


$943 $872 $992 $1,086 $1,329 $1,245

$1,599 $1,798

$2,344 $188 $186

$192 $176

$256 $213

$214 $218

$241

$0

$500

$1,000

$1,500

$2,000

$2,500

$3,000

Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013

In m

illi

on

s

Facebook Advertising Facebook Other Revenue


CPA likes reach purchases

sign ups co

nta

cts

leads views downloads

shar

es

comments


-

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000

10,000

£0.00

£0.20

£0.40

£0.60

£0.80

£1.00

£1.20

£1.40

£1.60

£1.80

£2.00

Tota

l C

on

ver

sio

ns

Co

st P

er A

cq

uis

itio

n

CPA Conversions


-

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000

10,000

£0.00

£0.20

£0.40

£0.60

£0.80

£1.00

£1.20

£1.40

£1.60

£1.80

£2.00

Tota

l C

on

ver

sio

ns

Co

st P

er A

cq

uis

itio

n

Client Run Campaign Data Phase New Targeting Data Led Optimization


70%

229%

decrease in cost per acquisition

Increase in total conversions

Step 1: Data Insight


Sources


Facebook Insights


Power Editor


Google Analytics


Optimal Social


Other Data Sources


Insight


Target Audience Age


0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

7.00%

13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64

% O

f A

ud

ien

ce

By A

ge

Market Potential Total US Facebook

Audience Gender & Education


10,000,000

6,200,000

200,000

Potential Market

Male

Female

Unknown

0

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

12,000,000

14,000,000

In High School In College College Grad Others

Education Status

Target Audience Location


0%

2%

4%

6%

8%

10%

12%

14%

16%

Au

die

nc

e Pe

rcen

tag

e

Target Audience Interests


0

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

8,000,000

Step 2: Smarter Targeting


The Power Of Power Editor


Segmentation


Goals Competitiveness

Similarities Tracking

Segmentation

Good vs. Bad Targeting Sets


Creative


Account Structure


Step 3: Aggressive Optimization



-

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000

10,000

£0.00

£0.20

£0.40

£0.60

£0.80

£1.00

£1.20

£1.40

£1.60

£1.80

£2.00

Tota

l C

on

ver

sio

ns

Co

st P

er A

cq

uis

itio

n

Data Led Optimization

Optimization


Placement

Targe-ng

Crea-ve

Targeting


Full

Tar

get

ing

Set

Moz, Hubspot, Marketing Automation, Infusion Soft

Males

Females

Contextual Advertising, Pay per click, Online advertising, AdWords,

Retargeting

Males

Females

Content Marketing, Search Engine Optimization, Marketing, Inbound

Marketing

Males

Females

Placement


$0.00

$0.10

$0.20

$0.30

$0.40

$0.50

$0.60

$0.70

$0.80

$0.90

$1.00

News Feed - Desktop News Feed - Mobile Right Column - Desktop

Ad Placement

$0.00

$0.20

$0.40

$0.60

$0.80

$1.00

$1.20

iPhone iPod iPad Android Smartphones

Android Tablets

Mobile Device

Creative


Ad Creative Clicks CPA

Combination 1 1,256 $0.97

Combination 2 354 $0.45





Ad Rotation


$0.00

$0.20

$0.40

$0.60

$0.80

$1.00

$1.20

0.20

0.60

1.00

1.40

1.80

2.20

2.60

3.00

3.40

3.80

4.20

4.60

5.00

5.40

5.80

6.20

6.60

7.00

7.40

7.80

8.20

8.60

9.00

9.40

9.80

10.2

0

10.6

0

11.0

0

11.4

0

11.8

0

12.2

0

12.6

0

13.0

0

13.4

0

13.8

0

14.2

0

14.6

0

15.0

0

15.4

0

15.8

0

Ave

rag

e C

PA

Advert Frequency

Ad Rotation


$0.00

$0.20

$0.40

$0.60

$0.80

$1.00

$1.20

0.20

0.60

1.00

1.40

1.80

2.20

2.60

3.00

3.40

3.80

4.20

4.60

5.00

5.40

5.80

6.20

6.60

7.00

7.40

7.80

8.20

8.60

9.00

9.40

9.80

10.2

0

10.6

0

11.0

0

11.4

0

11.8

0

12.2

0

12.6

0

13.0

0

13.4

0

13.8

0

14.2

0

14.6

0

15.0

0

15.4

0

15.8

0

Ave

rag

e C

PA

Advert Frequency

Frequency Sweet Spot

Example Optimization Rules IF CPC => $0.5 then pause ad

IF Frequency => 5 then pause ad If CPA =< $0.55 and Daily Budget = ‘reached’ then +20% to daily budget

If reach =< 1,000 and CPA =< $0.40 then +5% to CPC


One Last Thing…


Free Account Audit

Delegates can receive a free advertising account audit by visiting: http://bit.ly/19hdSxZ


Find Out More!

Get in touch on the below details & also download our free ebook by visiting: http://bit.ly/19hdSxZ
