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Facebook ads: Cutting cost per purchase in half with more ad spend
Posted by on April 7, 2021 at 2:24 amHello r/PPC!
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I just started working on a Facebook ad account last week and we are seeing some very great results in the early testing stages compared to how the ad account was structured before I started working on it.
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After working on many Facebook campaigns over the last 6 years, these results are typical when campaigns are being structured and executed in a way that’s not optimal for results and just making a few changes cuts costs pretty well. It didn’t require any crazy changes to the product like a buy one get one free deal or redoing the website.
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Here’s the thing, when I took on this campaign I did not make any changes to the:
-Offer
-Landing page
-Website
-Pricing
-Product​
[SCREENSHOT](https://i.imgur.com/PrSp3XK.png)
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The left is what the client was running before I started working on the campaigns and the right is the first 9 days of my testing (and a couple of days of stabilizing winning audiences from last week)
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So I thought I would make this post to share a few things that I did to cut down the cost per purchase that much. Keep in mind if you are trying to cut your costs on your ads, not all of these things will apply to your account. This is what I did for this specific campaign. Every campaign that I bring costs down requires a different strategy.
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**1 – Loosening the strict targeting**
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This ad account was targeting a very specific age group that was extremely tight. This was causing CPM to be extremely high. So I decreased the minimum age 5-7 years and increased the maximum age 5-7 years. Although we are still getting the vast majority of our sales from our actual target age group, the CPM has decreased from $80 down to $60. Just giving Facebook a little more room to work with can bring down the costs.
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**2 – Changed the ad copy’s implications**
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Before the ad copy was implying to click on the ad to learn more, and not just with the learn more button on the ad. The ad copy was phrased like “This product helps you with X, Y, and Z – click here to learn more!”. Now the ad copy implies more of a “buy now” action. Not only is the button on the ad changed to shop now but the ad copy is like “Get your [PRODUCT] today! (47% Off!)” This ad copy gets them in the mode of buying the minute they click on the ad whereas the old ad copy is more of implying a mode of “click here to read this blog post” or something.
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**3 – Open targeting**
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One of our best performing ad set is targeting location and age with no interests. This ad set did take the longest to optimize but on day 5 or 6 it just went insane and got around a $12 cost per purchase and a 4x ROAS in a two day time span.
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**4 – Political affiliation**
*(DISCLAIMER: I do not want to turn this into a political discussion – only stating facts and observations based off of data. Keep it clean, fam)*​
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I’ve worked on campaigns that are directly related to a certain political party and they did extremely well. And I’ve worked on campaigns that were selling products that were not political related, however, the people who would buy such a product were typically conservative. I ran a couple of tests that are targeting interests that are widely populated with conservatives and they are outperforming ad sets that are directly related to the product. The data shows that republican conservatives buy more than others on the political spectrum and it is very true with Facebook ads when the product is right. So what this means for you – if your product is popular with conservatives, try targeting those types of people with your ads.
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Here is some more info about the campaign:
-ABO (we don’t use CBO for testing to have more control over the budget allocation)
-All video ads
-2 ads per ad set
-Daily budget is anywhere from $20-50/day per ad set​
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As I said before, every situation is different so be cautious when applying any of these changes to your campaigns because it might be the worst idea for your campaign or it could be the best thing you do for your campaign and have similar results for you.
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I hope this was helpful!
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3 Replies
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A few hundred bucks of spend doesn’t really tell us much.
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Sounds like you need clients. Data is not statistically relevant.
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I don’t fully understand the negative comments here. It’s not surprising to me that the changes are working considering those changes you made to the campaign
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